1. Calls to Action (CTAs): The Unsung Heroes of Engagement

This is one of the most forgotten aspects of content creation. You sink a lot of time in creating your content. Hopefully, your audience reads it (or listens or watches) and loves it. Your audience is all yours at that point, wondering what to do next. If you forget a call to action, you’ve wasted an opportunity for connection and/or revenue.

Every piece of content you produce – from social media posts to blog articles, newsletters, and even event descriptions – should have a clear CTA. What do you want your audience to do after consuming your content? Hint: it’s not always “sign up.”

Examples: "Join the chamber today," "Register for our upcoming webinar," "Share this post with your network," "Visit our website to learn more," "Download our free guide to local resources," or "Give us a heart if you agree."

CTAs guide your audience toward the next step, turning passive readers into engaged participants and potential members.


2. Harnessing the Power of Testimonials and Case Studies

Word-of-mouth marketing remains one of the most powerful tools. Showcase authentic testimonials from satisfied members on your website, social media, and marketing materials. Take it further by developing in-depth case studies that illustrate the tangible benefits members have gained through their chamber affiliation.

However, these don’t have to be formal, multi-page documents. Video comments recorded on your phone at your next event can be just as compelling. For every compliment you receive at the chamber, you should ask that person if they’d let you record it or use it on social media.


3. The Magic of Cross-Promotion and Strategic Partnerships

Partner with local businesses, community organizations, and even other chambers for cross-promotion initiatives. Share each other's content, co-host events, or offer membership benefit packages. You'll tap into new audiences, foster valuable relationships, and demonstrate the collaborative spirit of your chamber.


4. Video: A Visual Storytelling Goldmine

Video content dominates today's marketing landscape. Create short, engaging videos showcasing your chamber's events, member highlights, community initiatives, or even quick "how-to" guides for businesses. Share them across platforms to maximize their reach and appeal to diverse audiences.

You can also have a little fun and create Reels or TikToks following trends or providing behind the scenes looks at what you’re doing. This is a great way to catch the eye of younger business owners or future staff.

Take a look at what the Tampa Bay Beaches Chamber is doing on TikTok. 


5. Personalization: It's Not Just for Emails

Tailor your communications whenever possible. Segment your email list by member type or interests and send targeted messages. Use social media to engage in conversations with specific members or local businesses. A personalized touch goes a long way in building relationships and fostering loyalty.

Consider your top industries in town or the biggest industries among your member base. Create content to help them specifically. Check out this trends report on personalization.


6. Optimizing for Local SEO and Online Presence

Don't underestimate the power of local search engine optimization (SEO). Ensure your chamber's website is optimized for local keywords, claim your Google My Business listing (and always make sure that information is up to date. You might be surprised by all the things you can list on a business profile these days). Encourage members to leave reviews on platforms like Yelp and Google. This increases your visibility to businesses and individuals in your area who are actively seeking the services you offer.


7. Lead Magnets: Fueling Your List-Building Engine

Offer valuable lead magnets – free resources like how to start a business eBook, guides, checklists, templates, or webinars – in exchange for email addresses. Doing so grows your email list and positions your chamber as a knowledgeable resource.

Nurture these leads with targeted email campaigns that showcase your chamber's value and benefits in the topic the recipient showed interest in. For instance, if someone attends a “starting a business” seminar, you know they are most likely thinking about that topic. You can send a targeted email to them on topics like entrepreneurialism, funding, picking out an ideal business location, and other interests that new business owners would have. Speaking of understanding your audience…


8. Know Your Audience: Develop Marketing Personas

Identify your ideal members and create detailed marketing personas. Who are they? Consider demographics, interests, pain points, and goals. Where do they spend their time online? Tailor your messaging and content to resonate with these personas. For example, if your loyal members are primarily small business owners struggling with marketing, create basic marketing content or templates that address their specific needs.

Chamber membership is not ideal for everyone. While chamber benefits can help most businesses, not all will see the value in them. Don’t waste your time marketing to businesses that are a bad fit. Instead, target those who are more apt to understand the investment.


9. Beyond Buzzwords: Craft a Compelling Value Proposition

Yes, we know you have an artfully produced vision and mission statement. But why join the chamber? What value do you bring? Many chambers struggle to articulate their true value in a way that resonates with potential members and the wider community. It's easy to fall into the trap of generic phrases and industry jargon, but a compelling value proposition requires a deeper understanding.

Think of it like this: your value proposition is the answer to the question, "Why should I join this chamber?" It should be concise, specific, and address the unique needs and challenges of your target audience.