Are you a firefighter or a juggler? If you’re a chamber pro, the answer is probably both.
We see you. We get it. Your work plans and intentions are often assaulted by the needs of others. You go into the office with the idea of working on your marketing and retention strategy (for example), only to have some other “emergency” trump what you had scheduled for your day.
As a master networker, community champion, and support system for local businesses, you often find yourself reacting to the needs of your members.
Who has time for marketing when you’re always on the go?
But, you also know that without marketing, you won’t attract new members or retain the ones you have. It’s a conundrum of epic proportions–should you help members at the risk of recruitment and retention, or see to recruitment and retention and risk members feeling valued and heard?
The good news is, you don’t need hours to make a difference. Just a few minutes a day focused on the right activities can supercharge your membership and recruiting efforts.
Here’s the secret weapon: consistency and micro-content.
The Daily Spark: Ignite Engagement with Social Media
Think of social media as your chamber’s virtual storefront. It’s the first place potential members go to check you out. But a stale storefront with dusty displays? Not so inviting.
Your two-minute task: Share something every single day. Don’t overthink it! You want to be consistently present online. The best news is that you can set these posts beforehand. Write them on the weekend or over coffee and schedule them.
Here are some ideas (you can also subscribe to the Content Marketing Bundle with five images delivered to you every week):
- Member Monday: Spotlight a member business with a photo and a link to their website.
- Tip Tuesday: Share a quick business tip or link to a relevant article.
- Event Wednesday: Promote your upcoming events with eye-catching visuals.
- Throwback Thursday: Share a fun photo from a past chamber event.
- Friday Fun: Ask a lighthearted question to engage your audience (e.g., “What’s your favorite local lunch spot?”).
Why this works:
- Visibility: Keeps your chamber top-of-mind.
- Engagement: Encourages interaction and builds relationships.
- Credibility: Positions your chamber as a valuable resource.
The Weekly Flame: Fuel Growth with an Email Newsletter
Your email newsletter is your direct line to potential and current members. It’s your chance to share valuable information, promote events, and showcase member successes. You need an email list first. Luckily for you, you have members. They’ll become the foundation of your list but look for opportunities to add future members to it too so that you can grow your membership. That means collecting emails for guests at chamber events and other activities.
Your two-minute task: Spend a few minutes each week curating content for your newsletter. Ideas include:
- Member spotlights. Share success stories and testimonials.
- Upcoming events. Include registration links and early bird discounts, if applicable.
- Community news. Highlight local developments and business opportunities.
- Valuable resources. Share articles, guides, and tools relevant to your members.
Why this works:
- Targeted communication. Reach your audience directly in their inbox without all the social media noise.
- Relationship building. Stay connected and provide value.
- Measurable results. Track open rates and click-throughs to gauge effectiveness and different interests so you can provide content your subscribers are most interested in.
BONUS: How to Build an Email List at Your Chamber
For someone not affiliated with your chamber (as a member) to provide their contact information in exchange for content, you need to offer them something they find valuable called a lead magnet. You can also:
Add a Website Opt-In Form
Place attractive opt-in forms on your website’s homepage, blog pages, and/or event pages. Provide a compelling reason to subscribe, such as a free guide, exclusive content, or discounts on events. Only ask for essential information (e.g., name and email address). There is no reason for a 7-item gate to your content. You can collect the rest later as they realize the value you are offering.
Collect at Community Events & Partnerships
Collect email addresses from first-time event attendees/guests for future communication. Attend community events outside of the chamber. When possible, set up a booth with a tablet or signup sheet to collect email addresses. Add a QR code for a sign-up list to your business card and give them a reason to scan it.
Embrace Content Marketing
Create valuable content such as blog posts, articles, and resources that appeal to your target audience. Offer gated content with a lead magnet. Provide access to this premium content (e.g., white papers, ebooks) in exchange for emails.
Promote your content by sharing it on social media and other online platforms to drive traffic to your website.
Social Media Engagement
You don’t want to just schedule posts. You want to have conversations on social media and get leads through nurturing and conversation. YOU nurture through ongoing information like emails and your newsletter but you gather those possibilities via social media. by:
- Running contests and giveaways: Encourage email signups as an entry requirement.
- Using lead generation ads: Target specific demographics with ads that promote your email newsletter.
- Including a call-to-action in your bio or links when possible: Direct users to your website or a landing page to subscribe.
Offline Strategies
While building an email list is largely a digital activity, don’t exclude offline activities to build the list as well including:
- Collecting business cards at networking events. Follow up with an email invitation to join your list. Let them know what’s in it for them–member discount, event discount, a great freebie, etc.
- Including a signup option on printed materials. Add a QR code or short link to your brochures and flyers.
- Promoting your newsletter in your physical office. Display signage and provide signup forms for visitors. You can do this by offering a digital copy of your destination or relocation guide as well.
Things to Keep in Mind When Building an Email List
- Compliance. Ensure you comply with data privacy regulations (e.g., GDPR, CAN-SPAM) by obtaining explicit consent and providing clear unsubscribe options. Do not automatically assign everyone at your events to a newsletter list unless you make it a condition to register for the event and communicate that through an opt-in.
- Segmentation. Segment your email list based on interests and demographics to send targeted and relevant content. Make note in your CMS where your lead came from.
- Engagement. Regularly send engaging and valuable content to keep your subscribers interested and prevent unsubscribed. Make them look forward to the things you send.
By dedicating just a few minutes a day to these two key marketing activities, you can transform your chamber’s online presence, attract new members, and strengthen relationships with existing ones.
Don’t you want to stop putting out fires and start sparking interest?
