Growth - Shifting The Mix

Don't rely on search results. This attracts information-seekers. Few of these will become regulars. 

Rely upon the three channels you can control.

1. Direct marketing. Reaching audiences you already have access to.
2. Word-of-mouth. Encouraging existing members to refer others.
3. Promotion. Reaching audiences that you don't already have access to. 

In the early stages of developing a community, you rely entirely upon direct marketing. You begin individually inviting the first people to join (hold back on other assets). You build a core group of members. Then you invite segments of your mailing lists to participate in discussions too. 

As the community moves into establishment, you gradually shift from direct marketing to word-of-mouth encourging word-of-mouth activity. This means increasing the involvement and engagement, and providing an easy means for sharing community activities. There are plenty of tactics here.

Once the community moves into the maturity phase, you shift away from direct marketing entirely and towards increasing word-of-mouth and, sometimes, promotion. This is usually a measurable, campaign-based, process to expand the community or rejuvinate a fading community. 

The key is selecting the right channel of growth for your community's stage in the lifecycle. 

Comments

[Bengu]

You are both so funny! I am glad for last year, and can't wait to come to visit in a couple weeks! I am so glad Slater is doing well, and hope you get more sleep soon!Much Love,Alp.s. tell Joe Hi!

[Tim]

Hey Alison I like reading your ctmoenms on your thoughts and goals. It seems I don't make much time to think like that anymore. ha ha haMy first thoughts on reading this how the media can dictate, made me think of a quote from the movie True Lies . Tom Arnold was telling Arnold Schwarzenegger (or should I say Govenor) that Axel Rose and Maddona was his DDs parents. How can he compete with that? Then I remembered something from the movie Supersize Me . How hard it is for our kids to want to eat better when SO MUCH MONEY is spent on ads for the junk food compared to the tiny amount spent on the 5 -a-day campaign.I totally loved doing things like sitting in a patch of sunshine and thinking, when I was young. I still love being alone. I had a needy friend in Jr High who always had to be with someone. i used to lie to her sometimes so I could get some time alone to read. LOL