====== Differences ====== This shows you the differences between two versions of the page.
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the_growth_process [2015/09/13 23:22] hawk created |
the_growth_process [2024/05/03 02:11] (current) |
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| Growth should be campaign based, which means a heavy focus upon growth over a short-period of time. There are a few steps to follow for campaign-based growth. | Growth should be campaign based, which means a heavy focus upon growth over a short-period of time. There are a few steps to follow for campaign-based growth. | ||
| - | == Step 1) Identify the need for growth == | + | === Step 1) Identify the need for growth === |
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| - | == Step 2) What channel to grow the community? == | + | === Step 2) What channel to grow the community? === |
| There are four channels to grow the community. Direct marketing, promotion, word-of-mouth, and search. Search is redundant. Therefore you need to decide what channel you need. If your penetration levels are low, it makes sense to use word-of-mouth activities. If you’re expanding, you probably need promotion. If you’re trying to reach critical mass, you probably need direct marketing. | There are four channels to grow the community. Direct marketing, promotion, word-of-mouth, and search. Search is redundant. Therefore you need to decide what channel you need. If your penetration levels are low, it makes sense to use word-of-mouth activities. If you’re expanding, you probably need promotion. If you’re trying to reach critical mass, you probably need direct marketing. | ||
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| Let’s assume for this example you’re using promotion. | Let’s assume for this example you’re using promotion. | ||
| - | == Step 3) Target Audience == | + | === Step 3) Target Audience === |
| Who are you trying to reach? Be very, very, specific here. The more specific you are the more you can target your community to this audience. Target a specific segment within your audience. This will be a segment identified by demographic, habits, or psychographic variables. | Who are you trying to reach? Be very, very, specific here. The more specific you are the more you can target your community to this audience. Target a specific segment within your audience. This will be a segment identified by demographic, habits, or psychographic variables. | ||
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| - | == Step 4) Outreach == | + | === Step 4) Outreach === |
| Now craft your outreach to this audience. This outreach should highlight something within the community your target audience can do. That might be a discussion you want their opinion on, an exclusive event they can participate in, a poll you would like their vote on, or interviews with members they might like to read. | Now craft your outreach to this audience. This outreach should highlight something within the community your target audience can do. That might be a discussion you want their opinion on, an exclusive event they can participate in, a poll you would like their vote on, or interviews with members they might like to read. | ||
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| - | == Step 5) Landing Page == | + | === Step 5) Landing Page === |
| Now we go through the conversion process. When they reach the landing page, why not have a special message to this audience with a clear direction of how they can participate in the relevant activity you promoted. | Now we go through the conversion process. When they reach the landing page, why not have a special message to this audience with a clear direction of how they can participate in the relevant activity you promoted. | ||
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| - | == Step 6) Activity/conversion action == | + | === Step 6) Activity/conversion action === |
| Now you plan the series of activities out. There will be a drop-out rate here. Not every person you outreach to will become a regular member of the community. | Now you plan the series of activities out. There will be a drop-out rate here. Not every person you outreach to will become a regular member of the community. | ||
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| - | == Step 7) Relationship building == | + | === Step 7) Relationship building === |
| Finally, try to engage the remaining people on an individual basis. Have personal contact. Build relationships with these members. Those that have got this far benefit most from your time. They're those most likely to become regular long-term members. | Finally, try to engage the remaining people on an individual basis. Have personal contact. Build relationships with these members. Those that have got this far benefit most from your time. They're those most likely to become regular long-term members. | ||
| - | == Step 8) Evaluate & Repeat == | + | === Step 8) Evaluate & Repeat === |
| Now you evaluate what worked and repeat with a different segment when/if necessary. | Now you evaluate what worked and repeat with a different segment when/if necessary. | ||
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| The key point here should be obvious. The goal isn’t to get people to visit the community, or register. The goal of growth is to get regular active members of the community. To achieve that you need to plan this progress through the community. | The key point here should be obvious. The goal isn’t to get people to visit the community, or register. The goal of growth is to get regular active members of the community. To achieve that you need to plan this progress through the community. | ||
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