7 Realities of Running a Membership Website

Introduction (00:00:00)

• The presentation covers seven realities of running a membership website and is expected to be particularly useful for those who are just starting their membership or directory website (00:00:00).
• The presentation will likely be most beneficial for individuals who have recently launched their website, as it will cover fundamental aspects of running a membership website (00:00:16).
• For those who have been running their website for a while, the presentation may still be helpful as it could remind them of important considerations and potentially prompt them to share their own experiences in a Facebook group (00:00:22).
• The goal of the presentation is to provide an interesting and informative overview of the realities of running a membership website, and viewers are encouraged to engage with the content and share their thoughts (00:00:34).

1) Building It Doesn’t Mean They’ll Come (00:00:37)

• Building a membership website does not guarantee that people will visit or join, and it is essential to market the website to attract visitors (00:00:37).
• It is not necessary to perfect every aspect of the website initially, and spending too much time on this can lead to neglecting marketing efforts, which are crucial for reaching the target audience (00:00:40).
• To succeed, it is vital to identify a viable market, understand its needs, and provide a solution, rather than relying on the “if you build it, they will come” approach (00:01:07).
• Compartmentalizing tasks and focusing on different aspects of the business, such as marketing, website design, and finances, can help keep the business moving forward and prevent getting stuck on minor details (00:01:31).
• It is important to balance the desire for perfection with the need to take action and make progress, as “perfect” can be the enemy of “good,” and obsessing over small details can hinder the overall growth of the business (00:01:45).
• For solopreneurs, in particular, it is crucial to manage different elements of the business, including marketing, website design, business development, and finances, to ensure the business remains viable and competitive (00:02:06).
• By shifting focus between various tasks and aspects of the business, entrepreneurs can keep their business moving forward and avoid getting stuck in a rut, which is especially important for those working alone (00:02:10).

How To Effectively Use Social Media Marketing (00:02:29)

• The topic of effective marketing is discussed, including where to find the target demographic online and how to target them, with additional resources available for further learning (00:02:30).
• Previous webinars and blog articles have covered many of these points in greater detail, providing more in-depth information on individual topics (00:02:31).
• Links to these resources will be shared, allowing for further reading or watching on topics such as effective marketing and targeting demographics (00:02:38).
• The resources provide broad ideas on the topic, including several points about effective marketing and targeting demographics (00:02:44).
• Additional articles are available that correspond to the topic, offering more information and insights on effective marketing strategies (00:02:59).

5 Daily Tasks To Keep Your Membership Website Growing (00:03:02)

• Daily tasks are essential to keep a membership website growing, and it is crucial to diversify the tasks worked on a day-to-day basis (00:03:02).
• Managing member inquiries is a vital task that should be performed daily to ensure members’ concerns are addressed (00:03:22).
• Following up with new members is another important daily task to help them get started and feel welcome in the membership website (00:03:24).
• Publishing content and sharing it on social media are daily tasks that can help increase engagement and attract new members to the website (00:03:27).
• The daily tasks can help membership website owners stay organized and focused on their goals, and there are resources available that discuss these tasks in more detail, such as a 20-minute video that packs a lot of useful information (00:03:16).

2) There Isn’t Only 1 Key to Success (00:03:36)

• There is no one-size-fits-all strategy to guarantee success for a membership website, and it is unlikely that a single key to success exists, as different tactics work well for different websites (00:03:36).
• The success of a website depends on various factors, including the target demographic and market, where they spend their time online, the type of language that connects with them, and how to effectively reach and convince them of the website’s value (00:04:10).
• While there is no single magic bullet or secret sauce, several tactics can be effective, with a focus on quality over quantity of content being a key aspect, and these tactics will vary depending on the individual niche, website, and community (00:04:41).
• The most effective approach will depend on understanding the specific needs and characteristics of the target audience and the website itself, rather than relying on a single formula or strategy that works for all websites (00:04:56).
• Ultimately, the success of a membership website requires a tailored approach that takes into account the unique aspects of the website, its audience, and the online environment in which it operates (00:05:02).

Use This 7-Step Checklist To Setup Your Membership Website (00:05:05)

• A pre-launch checklist is available to help with setting up a membership website, covering a broad range of items such as identifying the initial problem to be solved and determining if the solution provides ongoing value to members and visitors (00:05:05).
• The checklist also considers the sustainability of the website and whether there is an actual audience for the service or community being offered (00:05:15).
• Knowing what the audience wants is an important aspect of setting up a membership website, which is the third point to consider in the 7-step checklist (00:05:34).

3) Know What Your Audience Wants (00:05:36)

• To effectively market a membership website and cater to members’ needs, it is essential to understand what they want by researching where prospective members spend their time online, listening to their complaints and happiness, and observing broader market trends (00:05:37).
• Understanding the target audience and their needs is crucial, and the closest thing to a “secret sauce” or “magic bullet” for success is to comprehend exactly what they need and provide a solution for them (00:05:41).
• One of the best ways to find out what the audience wants is by calling people on the phone, particularly those who cancel or don’t sign up, to ask for feedback and understand what is missing, as well as calling existing members to cross-reference what they like about the site (00:06:32).
• Reaching out to the audience through outreach and phone calls can help gather valuable feedback, and creating a short script or talking points can make the conversation more comfortable and effective (00:07:05).
• By collecting feedback, making a list of common concerns or suggestions, and cross-referencing popular topics, it is possible to craft a messaging, voice, and offerings that cater to the members’ needs, ultimately resulting in more signups (00:07:37).
• The key to success with this point is outreach, which involves actively seeking feedback and using it to improve the membership website and provide what people are asking for or thought was missing (00:08:02).

The Value Of Knowing What Members Really Want (00:08:08)

• To understand what members really want, it is essential to gather information through various methods, including asking for input, social listening, conducting surveys, and observing market trends (00:08:18).
• Identifying the needs and desires of members can be achieved by following the numbers and analyzing data to make informed decisions (00:08:31).
• The primary job of managing a membership website involves understanding the needs of members and providing value to them, which can be facilitated by conducting activities such as webinars and creating valuable content (00:08:25).
• Utilizing tools like a table of contents can help organize and structure content to better serve members and provide them with easily accessible information (00:08:23).
• A previous webinar, titled “tip of the week,” discussed the topic of identifying what members really want, and this information can be useful for many people (00:08:09).

4) Your Job Is to Solve Problems (00:08:36)

• The primary function of any business, including a membership website, is to solve problems that people are facing, and members join a community to help them solve a problem and reach a goal they want to achieve (00:08:37).
• Managing a membership website involves explaining the goals and solving members’ problems, which should always be a top priority, whether publishing new content or refining membership offerings (00:08:55).
• To ensure the membership website is successful, it is essential to understand the primary problem of the members and provide solutions to help them achieve their goals, which can be done by asking current or prospective members about their needs and goals (00:09:10).
• The goal is to convince people that they need to join the community, rather than it being a nice-to-have, by clearly explaining the benefits and solutions provided by the website in plain language (00:09:37).
• Even if the website is doing an excellent job of solving problems, there may be a disconnect in the messaging, which can lead to members not understanding what the website is about or what they can gain from it, emphasizing the importance of clear and concise explanation (00:09:47).
• The messaging should be clear, concise, and easy to understand, avoiding abstract or confusing language, to effectively communicate the benefits of joining the community and what members can gain from it (00:10:42).

Continuously Attract New Members To Your Online Community (00:10:59)

• The process of getting new members signed up on a website is essentially the membership sales funnel, which involves several stages from start to finish, including awareness, nurturing interest, persuading prospects to purchase, and conversion (00:11:08).
• The awareness stage can be built through on-site and off-site methods, such as using specific language on the website and engaging in activities like cold calling and emails in other online places (00:11:16).
• The membership sales funnel consists of four stages: awareness, nurturing interest, persuading prospects to purchase a membership, and the actual conversion and setting up the new member for success (00:11:34).
• The stages of the membership sales funnel are crucial in continuously attracting new members to an online community, and understanding these stages is essential for creating an effective membership website (00:11:12).
• The tip of the week is approximately 20 minutes long and covers various topics related to running a membership website, with a focus on providing quality information, as emphasized by the importance of quality over quantity (00:12:03).

5) Quality Over Quantity, Always! (00:12:05)

• Prioritizing quality over quantity is essential for a membership website, whether it’s the content published on the website or the size of the email list, as it attracts more engagement and repeat readers (00:12:05).
• Having a small number of high-quality and insightful articles on the website is more effective in attracting engagement and repeat readers than having a large number of low-quality articles (00:12:23).
• Even if visitors only read an article and leave, if they return to the website multiple times, they may start to realize that the website provides useful information and consider signing up for the newsletter or joining a membership (00:12:39).
• A small email list with engaged readers is more valuable than a large list with absentee subscribers, as engaged readers are more likely to click on links, leave comments, and interact with the content (00:12:57).
• Focusing on quality rather than vanity metrics, such as the number of subscribers, helps to bring in more people and ensures that existing members stay happy with the quality content and information provided (00:13:28).

7 Common Membership Website Mistakes And How To Avoid Them (00:13:45)

• Many common membership website mistakes relate to the concept of quality over quantity, which is a recurring theme in the list of seven items discussed, highlighting the importance of prioritizing quality in membership websites (00:13:46).
• The list of seven items touches on various aspects of membership websites, with many of these items interconnected and emphasizing the need for a focus on quality (00:13:53).
• The discussion of common membership website mistakes encompasses multiple elements, including the idea that quality is more important than quantity, and this concept is woven throughout the examination of the seven items (00:13:59).

6) Trust Is Everything (00:14:03)

• Trust is essential in any relationship, including the interactions and transactions between a membership website and its members, and it is crucial to view these interactions as a relationship rather than just transactions (00:14:03).
• When someone starts a membership, they are beginning a relationship with the website and its community, and they need to trust that the website can solve their problems and provide ongoing value in order to join and remain a member (00:14:17).
• To continue receiving recurring membership fees, a membership website must constantly provide its members with value, as most membership websites charge monthly or annual fees (00:14:41).
• A quote by Bob Berg states that, with all things being equal, people will do business with those they know, like, and trust, emphasizing the importance of trust in choosing a membership community (00:14:50).
• If a membership website has a competitor offering the same services, the more trustworthy community will ultimately win out, highlighting the significance of trust in determining the success of a membership website (00:15:08).
• Trust is a crucial aspect of running a membership website, and it is essential to prioritize building and maintaining trust with members to ensure the long-term success of the website (00:15:18).

6 Secrets To Increase Membership Loyalty So They Stay Subscribed Forever (00:15:26)

• To increase membership loyalty, several strategies can be employed, including continuing to engage with the community and active members, celebrating their achievements, and emphasizing their content to cultivate a sense of community (00:15:26).
• The importance of trust, loyalty, and relationships in creating a loyal member base is highlighted by the example of two restaurants serving the same food, but one having a line out the door due to the trust and loyalty of its customers (00:15:49).
• Social proof, such as testimonials and case studies, can be used to boost membership loyalty by showcasing the success of existing members and establishing credibility and trust with prospective members (00:16:14).
• Testimonials are particularly effective in cultivating trust and credibility, as they allow potential members to see that others have had positive experiences with the website or solution, making them more likely to join (00:16:18).
• The concept of social proof also relates to the idea of the “early majority,” where people are more likely to try something new if they see that others have already done so and had success, which can help to differentiate a membership website from others (00:16:41).
• Building and showcasing trust with existing members is crucial in establishing a loyal member base, and can be achieved by highlighting the success stories and experiences of current members (00:16:55).
• By emphasizing the trust and loyalty that exists between the membership website and its existing members, it is possible to create a sense of community and belonging that will encourage members to stay subscribed (00:17:00).

7) Word-of-Mouth Marketing Is Powerful (00:17:03)

• Word-of-mouth marketing is a powerful tool, as happy and successful members can serve as a huge marketing asset by sharing their positive experiences with others, which is more valuable than self-promotion on a website (00:17:06).
• The concept of social proof plays a significant role in word-of-mouth marketing, where people look for reviews and testimonials from others before investing their time and money in a product or service, similar to checking restaurant reviews on Yelp (00:17:28).
• Happy members can provide testimonials, talk about their community to others, and even become affiliates to help bring in new paying members, ultimately contributing to the growth and improvement of the website (00:17:50).
• Building a good relationship with members, especially the most active or successful ones, can lead to valuable feedback and recommendations on how to improve the website, such as navigation or additional services (00:18:15).
• Regularly reaching out to members, perhaps once a quarter, can help gather feedback, tips, and suggestions on how to improve the website and its offerings, ensuring their success and happiness (00:18:20).
• Keeping members happy and ensuring their success is crucial, as it not only leads to feedback and improvement but also allows them to serve as a marketing asset, helping to promote the website and attract new members (00:18:40).
• By prioritizing member happiness and success, members can, in turn, help promote the website, creating a cycle of growth and improvement, highlighting the importance of social proof in word-of-mouth marketing (00:18:51).

Why Everyone Needs A Member Acquisition Strategy (00:18:57)

• Utilizing social proof is an important aspect of a member acquisition strategy, which involves asking members for testimonials to encourage new members to sign up (00:18:58).
• Testimonials can be used to provide social proof by placing them throughout the website in a way that is likely to be seen by potential new members (00:19:03).
• The placement of testimonials is crucial, as it can help potential new members who need that extra bit of social proof to decide to sign up, thereby helping them cross the finish line and become a member (00:19:06).
• A quick recap of the key points is necessary to ensure that all important details are remembered and utilized effectively in the member acquisition strategy (00:19:18).

Let’s Recap… (00:19:20)

• Building a membership website does not guarantee success, and it is essential to work on other facets of the business to achieve incremental progress and keep the business on track (00:19:21).
• There is no single key to success, but being decent at many things can help keep the business running smoothly, and it is crucial to know what the audience wants to solve their problems (00:19:25).
• Delivering on promises and solving problems is essential, and sometimes it is best to keep the solution simple and focus on doing one or two things really well (00:19:36).
• Explaining the solution or problem being solved to the audience clearly and plainly is vital, and assuming they understand the point of the community is not enough (00:19:40).
• Quality over quantity is essential, and focusing on delivering quality content, engaging the community, and listening to community members can lead to success (00:20:57).
• Building trust with the audience is critical, and it can be achieved by providing good customer service, making people feel good, and cultivating loyalty, which is reciprocal (00:21:54).
• Word-of-mouth marketing is the most powerful marketing, and providing a good experience can lead to loyal evangelists who trust the brand and will recommend it to others, which can solidify the business’s longevity (00:22:30).