The sustained and healthy development of business associations is based on the continuous growth of member enterprises.
In the information age, how can business associations develop their members comprehensively and accurately?
Today's Chamber of Commerce will discuss new ideas with you.
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This article outlines:
1. Three ways to motivate quality members to grow continuously.
2. Establish a "network of contacts" to strengthen the flow of resources.
3. All-media matrix, combining internal and external publicity.
4. Inherit the genes of merchants' associations and integrate customers.
Three methods
Impede the continuous growth of quality members
Member service is one of the main lines of the work of the Chamber of Commerce. How to acquire target users at low cost and how to provide substantive services for members are long-term problems explored by many business associations. Based on this, we start with three main paths: member research, knowledge service and activity empowerment, so as to enhance the added value of member services and continuously attract members.
1. "Zero distance" contact with members, offline visit to accurate service.
Graded tracking and support for enterprises that need key support.
In the online+offline integrated service mode, intensive offline visits by business associations are essential and an effective way to get in touch with members at zero distance.
How to serve accurately? From the perspective of multi-scenarios, we can more clearly understand the business conditions and needs of members in different scenarios and different periods, track member enterprises at different levels, strengthen communication among members through information transmission, and tap and obtain multi-channel resource information, so as to explore new business opportunities and cooperation modes, open up new markets, achieve win-win situation and create more possibilities.
Business association access process
2. Business-related service password-continuous value output
Enhancing the service value of members is an effective focus to maintain the vitality of business associations and the enthusiasm of enterprises to join, and it is also a continuous driving force to attract more member enterprises. Business associations can make full use of the expert resources of business associations, conduct phased training courses and accurate consulting services from multiple dimensions according to the development needs of member enterprises after a large number of visits and investigations.
For example, we can solve the substantive problems of member enterprises quickly and effectively from the aspects of policy interpretation, market-oriented operation, industry vane and operation management. At the same time, we can also establish the authority of business associations through column interviews, or make full use of online libraries, academic knowledge bases, cultural and creative types and other knowledge base platforms to publish valuable serial articles and continuously strengthen value recognition.
knowledge base
3. Business Association Service Logic
Establish a platform by supporting meetings and authorization activities.
As the "lubricating oil" between enterprises and the government, it is more and more important for trade associations to build an activity exchange platform. Externally, trade associations can encourage their member enterprises to actively participate in various trade fairs, summit forums and other activities, solve the problem of universality and * * * of members, and at the same time seek new cooperation opportunities, accelerate the pace of opening up of trade associations and reach new heights.
Types of business association activities
On the one hand, business associations in the same industry can regularly exchange and observe the market-oriented operation experience of benchmarking member enterprises, and increase the exchange training between the Secretary General of the business association and the secretariat staff.
On the other hand, based on the wave of internet plus, industry exhibitions, forums, salons and other activities can be held online or offline to serve member enterprises. For example, business associations can determine the theme content according to their own needs, hold summit forums, build platforms for formal and potential member enterprises, promote exchanges, realize resource sharing and achieve win-win development.
Summit forum activity flow
Establish a "contact network" to strengthen the flow of resources.
A prominent way of cooperation is to achieve strategic cooperation, in short, to think what users think and do what members think. It is very important for business associations to aggregate enterprise resources in industries and regions. How to make use of existing circles is the strongest way to win customers. By stimulating the advantages of business associations, meeting the needs of members, making resources surge, creating value for members and benefiting members and business associations for a longer period of time, this is the value of building a "network of contacts", thus attracting more members to join business associations.
1, the application of chain introduction method produces "ripple effect" from the inside.
Generally speaking, the chain introduction method is the customer introduction method, and the method of finding potential members who may join the business association through the introduction of old customers is called the golden customer development method. The development of membership can be divided into three steps: leaders of business associations, members and brochures;
Three steps of membership development
As a leader in the industry, the leader has certain influence, and introduces upstream and downstream or peer companies to join, quickly and directly; Existing members have certain resources and contacts in the industry, fully mobilize existing members and introduce new members through recommendation to ensure the quality of members.
In addition, it is also one of the effective ways for the on-site propagandists' association of member enterprises to distribute publicity materials such as posters or business association calendars to member enterprises for publicity. Let the introduction of communication produce ripple effect, and like ripples, the influence will gradually spread. Publicity pictorial is usually used to show enterprise profile, honor performance, representative enterprise style, member recruitment order, contact information, etc. Business associations can design according to brand style.
2. Cross-circle expansion method: join high-quality circles and expand the source of contacts.
Multi-party contact and deep diversification are important channels for business associations to expand their network resources. By organizing or participating in activities strongly advocated by the government or theme salons, interviews, summit forums, high-end industry circle exchanges and other activities, we will collide with well-known scholars, industry leaders and other people to realize resource and industry links.
3. Centripetal agglomeration method: building a talent park.
Member enterprises gather centripetally.
Through linkage, leading enterprises and backbone enterprises in the industry will be gathered, leading and core talents will be gathered, talent clusters will be built, high-quality talent parks will be built, and * * * * will be enjoyed, so as to play a radiating and leading role.
4. Tool acquisition method: quickly acquire potential member companies.
Hawke tool
Get rich customer resources, and you can also get them quickly by collecting enterprise information and customer acquisition tools:
Enterprise query and eye-to-eye query: you can query the industry attributes, regional attributes and other data of enterprises.
Pulse and LinkedIn: It has the functions of workplace dynamic sharing, network management and online recruitment. You can get rich customer resources, stable and effective inquiries, establish your own "flow pool", have sustained value growth, and have a convincing good personal brand image.
All-media matrix: combining internal and external publicity
At present, in the fast-paced fragmented Internet era, as long as it can help us attract users' attention, it can be called a media channel. When there are many channels to get users' attention, the source of traffic is in the form of matrix, and we can get more attention in various ways.
The construction of publicity platform has created a good public opinion environment for the development of business association members. In the era of digital information, business associations should make full use of Internet logic to speed up the content dissemination of business associations.
1, All-Media Matrix Construction of Business Association, four platforms:
The first category, diversion platform.
Enterprises publish their own corporate content on the following platforms. If the content is well written, they can quickly complete efficient reading, and then realize the diversion of these readings. Through high-quality content, readers can be diverted, which is the quickest way.
Diversion platform
According to statistics, at present, more than 90% of netizens in China get information from the above platforms, so it is necessary to establish official media on these platforms to speak out through various channels and intercept members.
The second category, import platform
Import platform
At present, the official WeChat account is still a good import platform. Introducing the potential customers of WeChat official account is also an easy way to interact and get customers.
The third category, advertising platform.
Advertising platform
It is said that 80% products/companies/business associations are popular, 18% products are word of mouth, and 2% products are explosive. Implant your own business association advertisements on the platform and do different advertising campaigns for different groups of people.
The fourth category is external cooperative media.
External cooperative media
These related platforms include external cooperation related media platforms, such as external official media, regional media, official media network brands, personal opinion leaders, industry media and so on.
2. Four points should be paid attention to in the construction of all-media matrix of business associations:
1. Strengthen Internet thinking and the construction of official media matrix.
2. Leverage the mainstream media to cross the traffic trap.
3. Vertical media communication, resources * * * enjoy * * win.
4. Self-sufficient self-answer, word-of-mouth marketing of business associations
Inherit the genes of merchants association and integrate customers.
Integrated development, since the 18th National Congress, the concept of integrated development has been fully reflected in various fields of economic and social development and has become an important development concept. ? In the process of development, business associations need to constantly make various actions of integration and change.
The information network will continue to accelerate to the direction of high-speed, integration, ubiquitous and three-dimensional; Network information technologies such as network, computing, storage and software will continue to develop in the direction of integration; Intelligent terminal technology will develop towards comprehensive integration and integrated innovation; Network information technology will promote cross-border integration and innovation, accelerate cross-border integration with biology, energy, materials, equipment and other fields, and promote cross-border integration of primary, secondary and tertiary industries. R&D, manufacturing, logistics and transportation, sales and after-sales service will be more closely integrated, and the boundaries of primary, secondary and tertiary industries will become blurred, and "production+service" and "manufacturing+service" will be.
Cross-border integration of enterprise associations
Business associations should seize the opportunity of integration and open up the upstream and downstream channels of industrial industry, so that member enterprises can obtain the resources needed for ecological closed-loop in an all-round, three-dimensional, cross-industry and cross-field manner, and achieve mutual benefit and mutual dominance. Give play to mutual synergy, open up various business application scenarios, continuously promote integration, and promote the complementary advantages of industry associations and chambers of commerce.
In the digital information era, it is necessary to innovate the operation mechanism of the Chamber of Commerce Association, constantly innovate the activity mode and service means, and lay a good combination of "value service, ecological circle, marketing and publicity, and resource integration" to improve the service level of the Chamber of Commerce Association, create an environment, cultivate resources, attract more member enterprises, and promote the sustained and healthy development of the Chamber of Commerce Association.
Next notice:
1. How can business associations efficiently transform their members by online and offline means?
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