The Top Three Technology Tips for Driving Membership Growth

As a marketing agency specializing in private clubs, we've seen how the right technology can significantly impact membership growth. Every private club incorporating these three processes in its marketing generates and closes many new leads monthly. There are other technology platforms you can use to accomplish a similar outcome. However, we remain committed to HubSpot to help private clubs boost their membership numbers. Here are a few ways you can streamline your marketing with HubSpot: 

Optimizing Your Lead Generation Process with HubSpot

1. Utilize the CRM for Better Lead Management

The commitment to using CRM is at the heart of your lead generation best practices. If your club has created lead management workarounds like sticky notes and spreadsheets, it’s time to invest in a CRM that you will use daily. HubSpot's Customer Relationship Management System (CRM) is a powerful tool for tracking and managing your leads. When used effectively, it can significantly improve your lead management process, increase conversion rates, and provide valuable insights into your marketing efforts. The average prospect considering a purchase like a club membership requires an average of 6-12 touch points from consideration to joining. It’s impossible to incorporate a lead management strategy without using a CRM. 

Here are just a few of the essential functions it provides:

• Store detailed information about each prospect

• Track interactions and engagement with your marketing materials

• Score leads based on their likelihood to convert

• Assign leads to appropriate team members for follow-up

• Create deal states that reflect your marketing funnel

2. Create High-Converting Landing Pages

Landing pages are crucial in your private club's digital marketing strategy. They serve as targeted entry points for potential members and are designed to convert visitors into leads. Landing pages provide an ideal opportunity to connect with prospects early in their membership discovery journey, allowing you to guide and nurture their interest from the beginning of their research gathering. HubSpot's landing page builder enables you to create compelling pages that showcase your club's unique value proposition and gives you control over the design, eliminating the need to involve your web hosting company or IT department for every change.

A well-designed landing page can significantly increase your conversion rates by:

• Highlighting your club's exclusive amenities and services
• Featuring member testimonials and success stories
• Incorporating clear calls-to-action (CTAs) for membership inquiries or tours

3. Implement Automated Email Workflows

Automated email workflows are a game-changer for private club marketing. They allow you to nurture leads effectively, providing the correct information at the right time without manual intervention. Incorporating automation into your marketing communication strategy helps you to stay top-of-mind with your prospects. It is ideally utilized until a prospect decides to “unsubscribe” (aka I am not interested in joining) or advances the sales process to a closed member. 

Here are a few suggested types of workflows you can consider:

Welcome Series: A new contact has submitted an inquiry form

• Write an email series that provides a personalized introduction from the Membership Director and General Manager, including an overview of member benefits and an invitation to schedule a tour. 

Membership Inquiry: Download a membership brochure or guide

• Create a series of emails that include your membership categories, member testimonials, FAQs about the joining process, and pricing.

Re-engagement: No activity for a set period (e.g., 30 days)

• Create a series of emails with club updates and an invitation to tour the club or participate in an event, and include a copy of your monthly newsletter.

As you gear up for a successful 2025, now is the perfect time to evaluate your tools. Adding a powerhouse of capabilities like HubSpot can transform your results, reduce the time it takes to achieve your goals, and establish a first impression that sets your club apart.