Did you know that whether you’re a tourist destination or not, businesses in the Restaurants and Hotels categories get some of the highest visibility and clicks from your Chamber’s Online Business Directory?
It’s true! And this data can be a gold mine for Chambers of Commerce, in both revenue and member value, if they choose to use it strategically.
1. To increase referrals to ALL of your business members’ listings, rename your online “Member Directory” a “Business Directory.” The majority of outside visitors to your site are looking for business, service and entertainment referrals…they are not necessarily interested in your member list.
2. Draw special attention to the categories that visitors are most interested in…typically entertainment, dining and lodging related categories. Make it easy for them to find these businesses with a button or feature on your Home Page.
3. To increase retention, membership sales and non-dues revenue, make sure your chamber management software automatically tracks views, clicks and return on investment for every member AND every business category and that you can easily generate Member Referral Reports and Top Business Categories Searched and Top Members Searched reports to share with members (for retention and advertising sales) and non-members in top categories (for strategic membership sales).
4. Market your Business Directory to Members and Non-Members to boost engagement and visits. Once your Directory is generating high levels of web traffic, offer members the opportunity to enhance and highlight their listing for even more exposure and new business opportunities. This will provide your chamber with more non-dues revenue too!
Would you like to learn more about how other chambers throughout the country are using the tips above to increase sales, retention and non-dues revenue? Send me an email at firstname.lastname@example.org or schedule a short call on my calendar so that I can share more with you on these specific strategies!