Today I want to show you my process for bringing an inactive community back to life.
An inactive community stops growth and most often gives members the feeling of wasted time and resources (especially when talking about a paid membership).
It is critical to fix it because the Community is what sells for most Associations, NGOs, and SMEs.
The more active members, the more your community grows.
Unfortunately, many managers count on their communities to self-engage, and that tactic has been proven wrong many times.
Interest, participation, and value within any community must be stimulated.
We need the right insights and actions to activate a community.
So let’s dive in to the process I use for fixing one.
Only Data, no guesswork
I use data to fix inactive communities because it cuts through the guesswork.
Instead of guessing what members like, data shows us directly what works, what is too much, and how to make things feel more personal.
Data tells us exactly how to keep everyone engaged and feeling special. So, by using numbers smartly, we make our community lively and engaging for everyone.
Here are the 3 main causes for inactive communities and here is a way to fix them:
Cause #1: Lack of relevant engagement
A significant drop in activity often signals that the content or events no longer resonate with the community’s interests or needs.
Data insight solution:
- I utilize data analytics to track engagement levels across different types of content and events.
- I look for patterns in what previously sparked interest versus what’s currently on offer.
- I develop simple surveys, I ask direct questions about members’ interests, and use analytics to gauge the response rates and sentiments.
Actionable steps to fix it:
1. Conduct a content audit based on engagement metrics
- Start with the numbers: look at your community platform or social media analytics. Focus on metrics like views, likes, comments, and shares to see what content is getting attention.
- Identify what works: note down the types of content (videos, articles, discussions) that have the highest engagement. These are your winners.
- Spot the gaps: also, take note of what’s not working. Low engagement? It might be time to say goodbye to these formats or topics.
2. Implement a quarterly survey to gather direct feedback
- Keep it simple: create a short survey with 5-10 questions. Use platforms like Google Forms or SurveyMonkey for an easy setup.
- Ask the right questions: focus on what they want to see more of, preferred event types, and any suggestions for improvement. Make sure to ask open-ended questions to gather detailed insights.
- Share and analyze: send it out via email, social media, or directly through your community platform. Once you’ve collected responses, look for common themes and suggestions.
3. Use Data to tailor content and events
- Match content to interests: using the insights from your audit and survey, plan your content calendar around the topics and formats your community loves.
- Personalize the experience: segment your audience based on their interests and tailor emails or notifications about upcoming events or content they might like.
- Keep evolving: regularly review the engagement metrics for your new content and events. Be prepared to adjust your strategy based on what the data tells you.
Cause #2: Overwhelming choices
Sometimes, the issue isn’t a lack of content but rather an abundance of it. When members are bombarded with too many options, it can lead to choice paralysis, where the easiest option becomes engagement with none.
Data insight solution:
- I analyze the user journey within the digital platforms to identify where members drop off or disengage.
- I simplify the navigation and focus on curating a more streamlined content approach that can significantly enhance engagement.
Actionable steps to fix it:
1. Simplify the community platform’s interface
- Analyze user journeys: understand how members move through your platform. Look for common entry points and where they tend to drop off.
- Streamline navigation: remove clutter. If certain pages rarely get visits or lead to drop-offs, consider removing them or combining them with more popular sections.
- Test and get feedback: make changes gradually and ask for member feedback. A/B testing different layouts can also show you what works best.
2. Highlight key events or content pieces
- Create a spotlight section: use a part of your homepage or a dedicated section to feature upcoming events or must-see content.
- Update regularly: Keep this section fresh with the latest, most engaging content or upcoming events. Regular updates give members a reason to keep coming back.
- Use visuals: eye-catching images or videos can help draw attention to your featured content and events, making them stand out even more.
3. Regularly review and prune outdated or underperforming content
- Schedule regular audits: set a routine (monthly or quarterly) to go through your content and events. Look for pieces with low engagement or that are no longer relevant.
- Cut or update: if something isn’t resonating with your audience, don’t be afraid to remove it or tweak it. Sometimes, an update or a different angle can breathe new life into old content.
- Keep it clean: a clean, up-to-date platform is more inviting. Members will appreciate finding useful, relevant content without having to sift through outdated or irrelevant information.
Cause #3: Insufficient personalization
In today’s digital age, personalization is not just appreciated; it’s expected. Communities feel inactive when members perceive content and interactions as impersonal or generic.
Data insight solution:
- I use data analytics to segment communities based on interests, backgrounds, and engagement history.
- I always aim to use segmentation for more personalized communication and recommendations, making each member feel seen and valued.
Actionable steps to fix it:
1. Create Member Personas based on Data analysis
- Gather data: look at your community analytics to get insights into member behavior, preferences, and activity levels.
- Build Personas: identify patterns in the data to create several distinct member personas. Think about their interests, what type of content they engage with, and their reasons for being part of your community.
- Use Personas as guides: when planning content, events, or discussions, refer back to these personas to ensure you’re catering to the diverse needs of your community.
2. Develop targeted communication strategies for each segment
- Segment your audience: use the personas you’ve created to segment your community. Tools like email marketing software can help automate this process.
- Craft tailored messages: for each segment, develop communication that speaks directly to their interests and needs. Whether it’s an event announcement or a community update, make sure it feels relevant.
- Monitor and adjust: keep an eye on how each segment responds to your communications. Are open rates higher for certain messages? Use this feedback to refine your approach over time.
3. Personalize event invitations and content recommendations using Data insights
- Recommend with precision: use your understanding of member preferences to recommend content and events. If your platform allows, automate this process for scalability.
- Make invitations feel special: when sending out event invitations, personalize them with the member’s name and why you think this event is perfect for them based on their activity or interests.
- Feedback loop: after events or content recommendations, ask for feedback. This not only shows members that their opinions are valued but also gives you more data to refine future personalizations.
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