#2: Key challenges in growing membership

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Marketers have evolved
When the association was founded, social media was simple, with only a few platforms such as Facebook, LinkedIn and Twitter. Over time, social media has grown rapidly, new platforms have emerged, Facebook has grown rapidly, and social media has become integrated into overall marketing strategies.

As social media changes, so does our audience and their needs. Many members have started agencies and consultancies, or taken on wider marketing roles. They need training on more topics such as email marketing, content marketing, and AI integration.

Therefore, we must evolve our membership products and training to adapt to the changing interests of our audience. We were also early adopters of the membership model – professional online communities for a monthly fee that were still new. With little competition, we can offer memberships for just $30 per month to quickly grow our community. But over time, competition in this space has become more intense.