The Importance of Community in Building Successful Membership Sites
Introduction
Building and managing a membership site requires a deep understanding of the essential components needed for success. In this blog, I will share the story of my first membership site, the mistakes I made, and the crucial role of community in achieving long-term engagement and success.
The Story Behind My First Membership Site
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In 2012, I joined a friend to launch my very first membership site, ‘Dueling Mixes,’ as an addition to my existing online courses.
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Although it was a little rough in the beginning, we were able to turn it into a multi-six figure a year product.
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The membership site was run successfully for seven years before we decided to shut it down earlier this year.
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I’ve since launched two other membership sites, one for the recording revolution brand and another for my own business brand.
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The decision to shut down the first membership site was primarily due to increased commitments with my current business activities.
Common Mistakes in Membership Site Management
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One common mistake in managing a membership site is not including a community element.
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When launching a membership site, it’s crucial to have three key elements: content, coaching, and community.
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The absence of a community in a membership site can lead to a lack of long-term engagement from members.
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Initially, the focus was on providing content and coaching without considering the importance of community interaction.
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Members requested for a forum to communicate with each other and build a community within the membership site.
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The reluctance to include a forum within the membership was a major oversight.
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The misconception that the main value of a membership lies in content and coaching led to the neglect of the community aspect.
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A vital lesson learned was that while content and coaching are important, it’s the community that retains members in the long run.
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The revelation came when long-standing members expressed that they stayed because of the relationships and interactions within the community.
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Failing to recognize the significance of community within a membership site was a pivotal mistake in its management.
The Importance of Community in Achieving Goals
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Research shows that individuals are more likely to achieve their weight loss goals when they have the support of their spouse to do it together.
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Having a supportive community can make a significant difference in achieving personal goals, whether it’s weight loss or parenting.
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In some parts of the world, social constructs and living in communities contribute to longevity and overall well-being.
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Integrating a community element into a membership site can greatly enhance the overall experience for members.
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The use of platforms like private Facebook groups, Kajabi community, or Discourse can provide a space for members to interact and support each other.
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Having a sense of community is crucial for the human experience and can significantly impact the success of individual endeavors.
Three Mistakes to Avoid When Building a Membership Community
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When building a membership community, it’s important to avoid certain mistakes that can hinder its growth and success.
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Mistake #1: Not having a clear and descriptive name for the membership community.
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It’s crucial to have a name that clearly communicates the purpose and benefits of the community to potential members. A clear and descriptive name helps people understand what the community is about and why they should join.
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Mistake #2: Lack of a clear and benefit-driven one-sentence tagline or promise.
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In addition to a clear name, it’s essential to have a concise tagline or promise that clearly outlines the benefits of joining the community. This tagline should emphasize the value that members will receive by being a part of the community.
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Mistake #3: Not offering an annual payment option for the membership.
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Providing only a monthly payment option may limit the long-term commitment of members. Offering an annual payment option encourages members to commit for a longer period, leading to better engagement and retention.
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By avoiding these mistakes, it’s possible to build a thriving and engaged membership community that delivers value to its members.
Benefits of Offering Annual Memberships
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Offering an annual membership option can lead to an influx of annual members, resulting in a spike of cash for the business.
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It provides the benefit of having a ‘mini launch’ effect with a huge influx of cash at certain times, boosting revenue.
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Pitching the annual membership as equivalent to getting two months free can make it more appealing to potential members.
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Offering annual membership alongside monthly options creates a subconscious shift from ‘should I buy this?’ to ‘which option is better for me?‘
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While the majority may opt for the monthly plan, a significant number of people are willing to commit to an annual membership for the best deal.
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Annual payment option is crucial for retention, and it complements other strategies like community building to keep members around and increase revenue.
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The option of an annual membership plan gives potential members a sense of choice and a better deal, promoting higher commitment and satisfaction.
Conclusion
In conclusion, the story of my first membership site sheds light on the pivotal role of community in achieving sustainable success. Integrating a supportive and interactive community element can significantly impact member retention and overall site engagement. By learning from the mistakes and recognizing the importance of community, membership site owners can create thriving and valuable communities that contribute to the success of their businesses.