A Guide to Running a Successful New Year Campaign

The New Year is here, and for owners of paid Discord and Slack communities, it’s a perfect time to look at driving community growth. This period resonates with a universal desire for new beginnings and self-improvement.

Members are actively seeking new experiences, learning opportunities, and connections, making it an ideal time for you to introduce compelling initiatives and promotions.

So, how do you craft a campaign that not only captures interest but also deeply engages your audience? How can you ensure that your New Year promotion stands out and truly connects with potential and existing members?

In this guide, we break down effective strategies for creating a New Year campaign that is as impactful as it is engaging, specifically designed for the dynamic world of paid online communities.

Build your campaign strategy

1. Define Clear Objectives and Goals

Begin your campaign planning by establishing clear, measurable goals. What do you wish to achieve with your New Year campaign? Are you looking to boost membership numbers, increase engagement within your community, or introduce new premium features? Setting specific targets provides a focused direction for your campaign efforts.

2. Nail Down Your Target Audience

Deep audience understanding is crucial for a successful campaign. Who are your current members, and what potential members are you trying to attract? Analyzing previous engagement patterns, surveying members, and studying demographic data can provide valuable insights. This understanding allows you to tailor your campaign to resonate with your audience’s interests and needs. 

3. Craft Compelling Offers

What unique value can your campaign offer to both existing and potential members? Time-sensitive discounts, exclusive content, special events, etc. can be very appealing. The key is to make these offers attractive and relevant to your audience’s interests.

4. Determine Where to Promote your Campaign 

Choose the right platforms to promote your campaign. While Discord and Slack are your primary channels, consider other avenues like email newsletters, social media, or even cross-promotion with complementary communities or influencers. The channels you choose should align with where your audience is most active.

5. Personalize Messaging

Your communication should be personalized and engaging. Address members by name, reference their interests or past interactions with the community, and highlight what’s new or improved. Personalization increases the chances of your message resonating with the audience. 

6. Create a Sense of Urgency

Encourage prompt action by creating a sense of urgency. Limited-time offers or exclusive events for early responders can motivate members to engage with your campaign promptly. Phrases like “Join by January 30th to participate” or “Exclusive access for the first 100 members” can increase chances that people will act.

7. Monitor and Adapt

Finally, be prepared to monitor the campaign’s progress and adapt as necessary. Use tools to track engagement and feedback, and be ready to tweak your strategy if certain aspects aren’t performing as expected. For example, if a particular offer isn’t garnering interest, consider adjusting it or promoting it more effectively. Regular monitoring allows you to maximize the campaign’s impact and ensure it resonates with your community.

3 New Year Promo Strategies You Can Action Right Now

Create a Stripe Discount for Immediate Impact

LaunchPass owners can instantly create a coupon on Stripe to incentivize new members to join. Check out our step-by-step guide here, or watch our video tutorial below:

Once your coupon code is set-up, promote it across key channels where your target audience spends their time. This could be over email if you have a list; community posts in free channels on your server; or across your social media accounts. 

Make sure to highlight the benefits and the limited-time nature of the offer. For example, craft an engaging email with a subject line like “Start the New Year with a Special 20% Off – Limited Time Only!” and include clear instructions on how to redeem the discount.

Monitor the Campaign’s Performance: Keep an eye on the usage of the discount code through Stripe’s reporting tools. Track metrics such as how many times the code has been used, any increase in new memberships, and feedback from members who used the code. This data will help you understand the effectiveness of your discount strategy and make adjustments if needed.

By following these steps, you can swiftly implement a discount promotion that incentivizes new sign-ups and re-engages past members. It’s a straightforward yet powerful strategy to kickstart your New Year campaign.

Run a Giveaway Promotion

Running a giveaway can significantly boost engagement and attract new members. Here are some tips on running a giveaway that can build brand exposure and directly translate to more paying community members. 

Note: For our recent and hugely successful Holiday giveaway campaign, we used Gleam.io to help run the competition. 

Choose Prizes: Select prizes that are both desirable and relevant to your community. These could range from exclusive access to premium content, branded merchandise, or unique experiences. 

Define Entry Rules: Clearly outline how members can enter the giveaway. This might include actions like signing up for a new membership, referring friends, or participating in community events. Ensure the rules are simple yet engaging to encourage maximum participation.

Promote Your Giveaway Extensively: Use all available channels — emails, social media, community announcements, and direct messages — to promote your giveaway. Highlight the value of the prizes and what members need to do to enter. For instance, “Join our New Year Giveaway! Sign up this week and stand a chance to win a year of free premium access!”

Leverage Social Sharing: Encourage participants to share the giveaway on their social networks. This not only increases the reach of your campaign but also brings in potential new members. Consider offering additional entries for sharing as an extra incentive.

Announce Winners Publicly and Transparently: Make the announcement of the winners an event in itself. This could be done through a live stream, a special post, over social media, or a community event. Public announcements enhance trust and transparency in the process.

Analyze and Learn: Post-giveaway, analyze the campaign’s performance. How many new members joined? Was there an increase in community engagement? Understanding these metrics can help in refining future campaigns and strategies.

By organizing a well-thought-out giveaway, you can create excitement within your community, attract new members, and enhance overall engagement. It’s a strategy that combines fun with tangible benefits for the participants.

Introduce A New Product or Service Tier

Launching a new offering, such as a product or an exclusive service tier, is an excellent strategy to not only add value for existing members, but also to attract new users to your community. Here’s how you can approach this:

Identify a Gap or Opportunity: Begin by analyzing what would appeal to both potential and current members. For example, if there’s a demand for personalized experiences, a premium tier offering customized content or one-on-one interactions could be very attractive. This approach can entice new members who are looking for something beyond the standard offerings of similar communities.

Develop the New Offering: Build your new product or service with both sets of audiences in mind. This could be an advanced membership tier with exclusive benefits, unique digital content like specialized tutorials, or even physical products like branded merchandise. Ensure that these new offerings are clearly differentiated from the standard ones and provide distinct value.

Market the Launch: Communicate the benefits of your new offering through all your channels. Highlight how it caters to specific interests or needs that aren’t addressed elsewhere. Emphasize the exclusive nature of the new tier or product to create a sense of privilege and exclusivity. For instance, “Introducing our Elite Tier – Tailored for the discerning member looking for an in-depth experience.”

Offer Introductory Deals or Previews: To attract new users, consider introductory prices or a preview of the services. This can lower the entry barrier and allow potential members to experience the value before committing fully.

Gather and Action Feedback: After the launch, actively seek feedback from both new and existing members. This will help you fine-tune the offering and ensure it continuously aligns with member needs and expectations.

By introducing a new product or service tier that addresses specific needs and interests, you create an appealing proposition for both new and existing members, thereby enhancing the overall attractiveness and value of your community.

Maximize Your New Year Campaign Potential

As we step into the New Year, leveraging these promotional strategies can significantly enhance the vibrancy and growth of your online community. Remember, the key to a successful campaign lies in understanding your audience, offering tangible value, and continuously adapting to feedback.

Ready to kickstart your New Year campaign but need some expert guidance? Our team of seasoned account managers is here to help you tailor these strategies to your community’s specific needs. Connect with us to explore how we can help support your campaign!