Membership Websites Andrew and Daryl Grant www.andrewanddaryl.com
Agenda (morning) 1.Glossary of terms 2.Benefits & disadvantages of a membership site 3.Sites we’ve been working on in the last 2 months 4.Structure of membership sites 5.Our process to set up a membership site 6.How to choose a topic 7.How to design your business model 8.Membership site software
Agenda (afternoon) 1.Building the content 2.Pricing 3.Marketing strategies 4.How to monitor and fine tune 5.Outsourcing and leveraging 6.Upselling with backend products
What is a Membership site? AKA subscription site, continuity program People pay you on a regular basis Not for everyone – more sophisticated process than ebooks Can clip onto the backend of your ebook business Can range from free weekly newsletters to thousands of dollars a month
Benefits of a subscription site Only make the sale once and continue to get paid every month. Build a relationship so you become a trusted advisor. Can continue to upsell other products based on the relationship. Makes a great backend for your ebook (forced continuity).
Disadvantages of a subscription site Time consuming creating new content. More complex to administer. Can be expensive to set up, depending on the model you use. Can take time to set up (eg 6 months) depending on the model you use.
How much does a Membership site make? Price is usually $9 - $99 per month Aim is to get 1,000 members in 12 months 1,000 members @$49 per month = $49,000 per month ($588,000 pa)
www.money-mind-set.com Landing page Free content page Sign up page Members’ only page Eclass #1 Example and guided tour…
Steps to build a Membership site 1.Choose the topic 2.Design the business model and choose the software 3.Design and build the content 4.Plan and implement the marketing 5.Monitor and fine tune 6.Leverage and outsource 7.Upsell back-end products
Criteria for a good topic 1.Hungry crowd (fanatical or illogically committed) 2.Easy to find the crowd (JVs, on or offline) 3.You are interested in the topic (or someone you know is) 4.Able to provide good quality ongoing / sequential information that is not available for free elsewhere
Choose the topic Or just use your best ebook topic…
2. Design the business model and choose the software
80/20 planning process 1.NOW – current situation 2.WHERE – 3 year goals 3.HOW – steps to achieve goals
80/20 planning process - NOW 1.Title and description 2.Who is your target market? 3.What are your customers needs, wants, fears and frustrations? 4.Where is your market? 5.Who has the customers before you? Where would you find existing lists or potential customers? 6.Who is the competition and what do they offer? 7.How can you differentiate from the competition? Are there any existing systems, constraints or preferences in terms of the software, regulations or business model?
80/20 planning process - WHERE 1.Where do you want to be in 12 months? (We use a 12 month target of 1,000 people paying $49 a month within 12 months). 2.What is your long term goal? (We like to keep our options open, so we put the site together in a way which makes it easy to sell, but with the option to outsource the day-to-day work and keep it to produce ongoing passive income, provided it’s headache-free).
80/20 planning process - HOW 1.Design the business model 2.Design and prepare the marketing 3.Design and prepare the content 4.Design and develop the software, including the payment processing system 5.Implement the marketing 6.Monitor and fine tune
Benefits of our software model Able to send sequential eclasses Cheaper than most other membership site software Able to link to range of payment options that work in Australia Provides password protected members’ only area Able to clip on other modules as required, eg affiliate program, forum Automatic processing of unsubscribes
Types of content Articles Eclasses Teleseminars Product reviews Testimonials Forum Workshops Coaching Audios Videos Camtasias
How to build the content Write it yourself Get an expert to write it for you Get a free-lance writer to write it for you Interview a different expert each week / month Use your past articles or newsletters Cut your ebook into eclasses Record yourself talking about each topic and provide each eclass as an audio
Marketing methods JVs with list owners ebook buyers google adwords ad to free report in targetted magazine free publicity / press release speaking opportunities forums and blog posts
Marketing methods (cont) fax or voice broadcast coregistration ebay free report search engine optimisation articles and linking strategies set up an affiliate program and encourage your current members to promote
Questions about the JV How many will you choose? What are you providing? Will there be a JV agreement? What if it doesn’t work? Is there a guarantee? What’s the time commitment? When will it all start?
Marketing to convert people on your free site into paying members
Email marketing funnel Free DVD, audio or report Special offer / scratch and dent sale Offline (if you have their offline details) - lumpy mail, voice or fax broadcast, invitations to seminars Add as forced continuity bonus to yours or other people's products Teleseminars and webinars Marketing methods
Number of people visiting free site % of people visiting free site who leave their name and email % of people who buy at each stage of the email funnel % of people who unsubscribe When people unsubscribe Average lifetime of a member (Eclass #35) Things to measure