Jim Sinkinson of Fired Up! Marketing led a roundtable at the recent SIPA Annual 2017 Conference in Washington, D.C. focusing on Renewal and Retention Strategies. Here are his five major tips:
Improve Content Value. The most direct way to improve content value is to make your content specifically about reader needs—problems and opportunities. Make your content not just about things—news, industry analysis or data—but about helping readers solve problems and realize aspirations. Transform your service into a consultancy focused on customer needs. Your renewal rate is a function not of how much your customers learn from your content, but how much they use your content to become more successful.
Promote Customer Usage of Content. Even if your content is spot on—of sterling quality and obsessively focused on the right things—many (probably most) of your customers will not read every article or even every issue. What if more than half your customers ...
"As much as you can in your business, empower people," said Heather Farley, COO of Access Intelligence, kicking off SIPA's energizing and packed Best Practices Conference on Customer Onboarding and Retention. "People are also happier that way. Their stress level is lower. [It's saying,] 'I trust you, I trust your judgment to make the right decisions and handle situations.'"
I recently read that in 2014 the Association for Addiction Professionals (NAADAC) began integrating the expiration dates of individual members and subscribers into all the email newsletters they send out, with a link to renew (or to join, for nonmember recipients).
“Challenges at a small firm are so different,” said Stephanie Eidelman, CEO, insideARM. But she still makes sure there is a growth path for her employees.
“Time after time we have demonstrated that people can change responsibilities here,” she said during a SIPA 2016 session titled Recruitment, Retention and Talent Development: Tips and Tricks to Build a Happy Workforce That Sticks Around. (View the conference recordings and presentations - available to members.) “We often have created roles around good people; it’s nice to have flexibility to create jobs that way. We need people who have the ability to deal with ambiguity and change—and things developing in real time.”
Eidelman was joined by Heather Farley, COO of Access Intelligence, who delivered a viewpoint from a larger company, and Jack Farrell, managing director, Jack Farrell & Associates, a search firm that sp ...
"You can't be all things to everyone, so determine what people find most valuable and your key areas of strength and put your biggest efforts into these things."