Build an online business that offers more than just a product or service. Creating a club that garners a community around your company is a way to build loyalty, boost business and attract new customers.
These days a club can come in many forms. Look at the examples below to help you think about how you can design a club for your business or nonprofit.
Build a club that empowers an industry or group of professionals.
Whether it’s a group of small business owners in a neighborhood, or a network of leading realtors focused on a specific region, or a national community of female executives, you can build a club that focuses on an industry or profession. As people become more passionate about professional advancement or mentoring others, launching such a club can help elevate your profile in a given sector.
Build a club that speaks to people’s passions and hobbies.
Clubs don’t have to be all business. Think of leisurely activities, passions and hobbies with engaged followings, be it book clubs, sailing clubs, sports teams or gardening clubs.
The Nagpur Garden Club www.nagpurgarden.club website, for example, is designed to build a community. There is a thorough About Us page that explains the rich history and mission of the India-based organization, in addition to highlighting all of its leaders, past and present.
Its Activity page is filled with valuable resources, such as upcoming events and gardening workshops; as well as a comprehensive Education tab offering free downloadable guides. But to gain hands-on knowledge of planting and flower arrangements, one must become a member. The call-to-action to join is featured clearly on the top banner.
Build a subscription club to boost startup success.
Ecommerce startups can get real creative when it comes to building an online club. Many opt for the subscription model. For example, a business can deliver monthly packages of subscription wines to a customer’s doorsteps–or it can be flowers, beauty products or shaving accessories.
Build a club around your retail model.
Some retailers create a VIP/members-only model, where the companies require an annual membership to unlock exclusive discounts or the latest styles. Think about your business and how it can construct a club that drives loyalty, more sales and repeat customers.
Build a club that connects groups and individuals who are passionate about activism and bettering their communities.
An online club needn’t generate profits. Some non-profits manage to build a membership base that stays active through volunteers, donators and fundraising events.
The Bellevue Breakfast Rotary Club www.bellevuebreakfastrotary.club, for example, brings the spirit of community and goodwill to life through its two tabs–Our Projects and Our Events–to keep its members up to date.
Ultimately the role of a website is to not just offer a product or service, but to build a culture and sense of belonging around a brand. For non-profits, it’s a hub for learning and rallying members. In a crowded web, embedding the .club domain into your company’s branding can be a great way to instantly inform your visitors of your membership model and encourage them to join. It is also more memorable than traditional domains and solidifies a sense of belonging, which is crucial for building a community via the Internet versus IRL (in real life).
Through the right content, web features and marketing, a website can bring any club to life, even if the club lives solely online.