Pinpoint your targets
The first step in finding those perfect participants is defining who exactly you’re looking for. You should develop member personas for each target group which will help in defining the messaging, channels and offer you’ll use. You may be able to utilise existing segments for this.
Get your ducks in a row
Recruitment is your very first opportunity to make a good impression, set clear expectations and highlight what your members will get out of the experience. Like any good marketing campaign it’s important to consider that every medium matters. You’ll need tailored resources in the form of web pages/flyers/videos etc aimed at your different target groups. Underestimate the importance of these assets at your own peril!
When it comes to your recruitment, the more the merrier. It’s inevitable that people will drop out along the way to becoming community members, and this is especially true if your community is brand spanking new. Over-recruiting helps to balance out any initial churn and means as time goes on you can always opt-out those people who aren’t actively engaged.
Using your website
Your website is a great place to start your recruitment campaign as you can attract both current and potential customers. Make sure your ‘sign up’ page isn’t hidden away and consider adding key incentives into your customer’s workflow. For example, if you are offering a discount to your community members, why not have that info/sign up button right in the checkout?