Data is big. But what should you be tracking and reporting on? There are a number of items to be looking at for your own chamber growth. But the numbers you might not be thinking about concern data for chamber members. This is what they’re interested in and this data could mean big money for your chamber.
3 Types of Desired Data for Chamber Members
Hits to Their Directory Listing
If you have an online directory it is imperative you let members know what kind of clicks they’re getting. Not only is this important because it shows referrals but it can also illustrate a disconnect in their marketing. For instance, they may not feel like they are getting any business from the directory listing but if you can show them plenty of click-thru’s from your site through that listing, they will see that the traffic is there but something is causing people to leave the site without moving down the sales funnel.
Shares and Likes on Member Spotlights
If you feature a member on social media, don’t assume they see your audience’s appreciation in shares and likes. Send them a report and encourage them to share the post as well.
Keys to Success
If you get deep into data analysis you may have isolated the activities that successful members participate in. For instance, you may find a correlation between participation in chamber activities and the amount of business the member gets from the chamber. Members who come to networking events achieve twice as many referrals/connections as those who don’t attend events. If you have data like that, make sure you share it with your members. It’s important they know how to make the most out of their membership.
Finally, it never hurts to use this time of year to show your members exactly what they got out of membership. Send them a personal reminder of everything they saw, saved, and received through your organization. Seeing that in one place makes a big impression.
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