The benchmark for Milestone #6 for creating a profitable membership is… I have an effective way to attract new leads, nurture them, and invite them into my membership/program.
This episode is all about building a membership sales funnel. Tune in to hear my top tips to make this a simple process!
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You’re listening to marketing chaos, episode number 1 0 9. Hello. And welcome back to this show. I’m wondering, has, has anyone here been doing the whole 30 whole 30 anyone? Anyone? This is, I think much bigger in the states than it is here in O Australia. No one here has really heard of it and you definitely can’t buy any products that are like whole 30 approved, but I heard someone mention it on somewhere and I was like, Ooh. And I’ve always, uh, learned that changing my body, really. Like my body will tell me what it wants, whether it’s to eat something or not eat something or do some activity or not do or whatever. And so I, whenever I get that, PE like a few years ago it was keto and someone was talking about keto and I was, my body was like, Ooh. And I did keto for a while.
A couple years. It feels like maybe it was less than that. I don’t know. But then it was done and it doesn’t wanna do keto anymore. So I heard whole 30 was like, Ooh, what’s that? And this is day four for me. Uh, I feel like it’s been a lot longer, but not because it’s hard to follow, but just because it’s been a lot, we we’ve moved and I’ve had to cook EV absolutely everything from scratch. So like, I mean talking like mayonnaise from scratch and you know, like no sauces, no like packaged anything, like absolutely everything handmade, but I love it. Love it, love it, love it so much. It’s a lot of work, just the cooking part, but I just am loving the whole foods and having, you know, really yummy, healthy, nutritious. Like I went to the farmer’s market it on Sunday and stocked up and like, I can’t even believe I fit all the things in my fridge and did a lot of prep work and stuff, but I’m just absolutely really digging the whole 30.
So shout out to me if you are, uh, or have done the whole 30, I want to hear how it, how it went for you. I’m only on day four, so we’ll see. But so far so good. Um, so today we’re talking about building a simple membership sales funnel. As you may know, if you have listened to the podcast before what we do is we work with wellness businesses to help them create recurring revenue systems like memberships and coaching programs. So this is what we kind of eat, breathe, sleep all day long. And what we’re talking about today is a simple sales funnel that you can use to create, uh, sales for your membership. So to drive traffic, create new leads, nurture them and invite them to your coaching program or membership and having a strategy around that and a quote sales funnel, which don’t freak out just means it’s the path that someone takes as they are going from less knowing you to more knowing you, to being nurtured by you, to paying you and having a relationship of whatever sort in this case where they are paying you on a recurring basis and receiving some sort of value from you on a regular basis.
Recurringly. That’s what we’re talking about today. So the benchmark for the, and this is actually milestone number six of our process for the membership launch academy. And, uh, if you haven’t already gone back and listened to episode number 1 0 3, 1 0 3, the seven milestones to hit for a hundred K membership success that gives an overview of all seven milestones. So today is milestone number six, and that is the sales funnel, the simple membership sales funnel. So the benchmark for this is when you can say yes to this statement, I have an effective way to attract new leads, nurture them and invite them into my membership or program. So if you’re not there yet where you are, maybe you have a membership, but you don’t have the funnel part down. Like you don’t have something that is regularly feeding your membership. This episode is for you because you always need to be attracting new leads and bringing them into your world and inviting them to your membership.
So how are you doing that? That is what we’re talking about, your simple sales funnel. We’re gonna have some different options today. And the reason for the different options is primarily because of what your offer is, whether your membership is a low ticket or a high ticket and how you’re selling it. So whether or not you have a free trial to your membership or not. And so what I’m gonna do is give you first two options. If you have a low ticket membership, mean it’s, you know, on the low side, under a hundred dollars or under even $50 a month, then I’m gonna give you an option if you have a free trial. So basically people get to test drive your membership. And then finally, we’re gonna talk about high end coaching packages. Like if you’re selling something on the high end, like over $2,000 that is coming at the end.
So option number one for low ticket, cuz a lot of memberships are low ticket. Generally your funnel will start directly with people joining your membership. And so whether that’s a free or paid version and you can’t really afford to have a lot of other steps in between, because let, let’s say you do a webinar and you’re gonna drive traffic to the webinar and you’re gonna pay for all those leads. And then they come on your webinar and if it’s not paid, you’re still paying for your time. Right? So you’re driving all the organic traffic that you have generated by posting regularly and spending time. So you’re still spending whether it’s time or money and you’re sending all those leads to your, uh, webinar. And then at the end you sell a $29 membership. It’s like, it’s not gonna pay for itself. So generally when you have a low ticket, you’re not gonna be starting your funnel with a sales event like that.
You’re gonna drive traffic directly to your sales page for people to just really jump in. Um, in this case, what we it recommend is that from your low ticket membership, you are selling them something high ticket. So from within your membership. So it’s like as a business overall, in order for you to make money, you’re gonna need to use that membership that you’re building and you’re driving traffic to. And you’re you, you have hopefully a large number of people paying a low dollar amount. You’re going to use that to drive and sell into your high or higher ticket program. So whether it’s a signature course or it’s a coaching program or it’s one-on-one sessions with you, question is how to drive traffic directly to your membership and create the messaging so that it is directly aimed at the problem you’re solving inside the membership. And so that it speaks to people and meets them right where they are.
And so it’s an easy yes for them. So if you are messaging is DRA directly speaking to the problem that someone is having. And you’re like, Hey, this is what we do inside my membership. And you’re speaking directly to that problem that they’re having and inviting them to your membership. And it’s an easy, yes, all you need to do in that case is drive more traffic to that thing because it’s like the more people you have that have that problem. And it’s an easy, yes, this is a solution. There you go. You just need to increase traffic. The challenge that a lot of my students come up against and a lot of them are coaches or facilitators. So they’re working with people on less tangible problems. So it’s like, it’s not that they’re a dog trainer teaching someone how to, uh, not, you know, teaching their dog, not to go potty inside or how to use the dog door, which is what we’re trying to teach our dogs.
Uh, and there’s, you know, before state is like, dog is peeing off the rug after state dog is peeing outside. I like that’s obvious, but a lot of these, uh, coaches I work with are working on less tangible outcomes. So being more fulfilled, more confident, less shy, happier wealthier. I mean, you can track those things, uh, more, but it’s like, they’re dealing with people’s emotional, spiritual, energetic, um, ways of being in the world. So it’s a little trickier to really have a clear messaging around a direct problem that you’re solving. And it’s more about this describing a desired state of being, but if you nail that and that’s really how that person is, what they’re desiring to have in their life as their life, like they’re, it’s going to speak directly to the problem they have, which might be a lack of possibilities. That’s a problem not wanting to, you know, get out of bed.
That’s a problem. Not having the inspiration, the creativity, the Avive is like, that’s a problem. So you’re speaking directly to that problem that you’re solving and meeting them right, where they are using their languaging and making it an easy yes. It’s like if you have X, Y, and Z, and you want X, Y, and Z so that you can have a life like do do, do then join my membership easy. Yes. So one way that I’ve seen that works, uh, in addition, when you are doing a membership and it’s sort of like, it’s an ongoing evolution or transformation it’s, someone’s going through and it can get a bit like nebulous to talk about is to really highlight that month’s training or workshop if you’re doing different topics every month. So you’re, if you’re already doing this, uh, this work, so it’s no extra work for you really.
It’s just highlighting that and having that be the call action for someone to join the membership. So what’s the difference? Well, one would be driving traffic to the sales page where it describes the entire membership and what they’re, you know, going to get as their core content and their ongoing content. And it’s like a big picture of the membership. The second option is to actually pull out and highlight that month’s training as if it was a standalone training. So whatever the workshop title is and have it be the call to action is get this training purchase here. And when they go to purchase, it’s actually opting them in to your or membership. Now it’s not about hiding the fact that it’s a membership. It should be very clear that they’re, you know, when they’re purchasing, they are being enrolled in a recurring payment, usually a monthly payment and that it will be unless they cancel, which they can do at any time.
It will recur again in 30 days, but it’s not about hiding that, but it’s about the invitation being that one off class or workshop or training versus the invitation being a whole like membership. So pulling that monthly training out can be a really great way. The topic that people are like, Ooh, I really want that. And then they will purchase that training, thus opting them in for the membership. And then of course you want to invite and, and sell them on really like all the benefits that they get by staying inside the membership so that they’re gonna wanna stay now, of course, once again, it’s you do this in a legal and ethical way where it’s, nothing’s hidden, but the thing that you’re highlighting the call to action is one part of the membership. So it’s sort of like, did you know, like you joined, you get this and we have all these other goodies once you’re on the inside and then they’re not going to wanna leave.
So that’s great. So that’s option number one, option. Number two is also for low ticket, uh, lower price point memberships. And that is that you actually create a freebie or a lead magnet and you put the call to action for your right on the thank you page. So again, it’s about the, what you were pulling out as the highlight or the invitation, but still selling the membership. So in this case, you would create a freebie that was relevant to your ideal customer and going to relay to the work that you’re doing inside the membership. So it’s not a disconnected topic or anything like that, but it gets them a quick win. It’s something that they’re going to want to download or watch a free video or a PDF, something like that, a check sheet, a guide, and it’s free, but they have to give their email in order to get it, which is the way lead magnets work.
So that is the thing that you put on the front. You put that everywhere. It’s on your social media profiles. If you’re running ads, you’re running ads directly to the freebie. And once they opt in, so it’s like, yes, I want this guide it, you know, submit, they land on a thank you pay age. And right there, there’s like a video from you and a call to action to join the membership. So it’s almost like an upsell, but it’s not really an upsell because they’re not paying on the first part. So it’s a freebie with the call to action to join your membership right there on the thank you page. So you’re still gonna need to drive traffic to that free, be that lead gen, um, in order to, to have it this work and that traffic, you can do organically or paid, or ideally both, but you’re, and you’re gonna need to track the conversion rates to see if the strategy is effective and worth spending money on.
But the way that I would say to create this lead magnet is make it really good, make it something so good that people would normally pay for it. Then they’re gonna opt in for it. And then boom, you have the call to action right on the thank you page. And they’re on your email list. And in order to see if this is actually worth spending money on and driving traffic to you, you wanna track those conversion rates so that can work or the direct to sales, uh, page can work depending on your audience and your offer. And you wanna test both. So option number three is not one that I really love because it is a offering a free trial to your membership and running traffic to that free trial offer. I don’t love it. I feel like, um, especially when you’re offering something low dollar, you just really wanna focus on getting people in that or paying that, but it is an option you can test out if you offer a free trial to my membership.
So you’re just going to use that essentially as your, as you would a freebie it’s like instead of giving them a PDF or a video, the option is to send them to a free trial of your membership. And then you, what you’ll want of course, is as you would have discovered with subscribing to the things for free, that you have collected their payment information upfront, and then on stated date or number of days after the free trial ends, that you automatically bill them. So I don’t love it, but that is an option. Uh, if you wanna offer a free trial to membership, so option number four, it is high ticket high-end coaching packages. So if you’re delivering a high value product, uh, or program, I actually did a whole episode on this. So go ahead and listen to episode number 98. This is for you.
If your coaching packages are over $2,000 and it’s a us a totally different strategy at that price point. And I went through it all in episode 98, we’ll link it up in the show notes. So what I recommend for that funnel is, is just totally different because of the price point and the ideal customer that you have for that is gonna have different, you know, needs. And they typically have more money let as time. And so the whole strategy is just different. So when you do that, you’ll typically have an, uh, application and a sales call and all of that involves different aspects. So if you are offering high end coaching or high value programs like over $2,000, go, uh, back to third 98 and check that out. So pro tip to wrap up this episode is that ideally you are gonna need to generate new members from both paid and organic methods in order to be profitable in a membership.
So whichever one you have now, you’re gonna wor wanna work all the other one. And so that you do have both, and there’s ways of creating this, that don’t, uh, eat suck your time and your soul out of your life. And you can definitely do both and have both be really easy. Um, you just wanna make sure you’re aware of having your membership be forefront in all that you are talking about and all that you are mentioning and messaging about having it on all your social profiles and also driving traffic, uh, paid leads, paid traffic to your membership sales page, based on whichever of these options that you’re choosing will depend on where you direct that traffic. So to wrap it up when building a simple membership sales funnel, if you are offering low ticket, choose between driving that traffic, either directly to your sales page or highlighting a workshop that you’re doing that month and sending people there as if it’s a one off, but essentially then they’re getting the membership and they choose that one off training or number two option is creating a freebie and sending people to that and making that relevant and, and like in line with what you do inside your membership, make it really juicy, make it something so good people would pay for it.
And then putting the membership call to action on the thank you page, cuz then what you’re gonna have is people who are really interested in the membership already on, you know, you’re getting in front of them and they’re getting on your email list. Option three is the free trial and option four is for high value, high ticket coaching programs. And you’re gonna go listen to episode 98, if that’s you hope that that gives you some ideas, get your wheels turning and thinking about how can you build out something simple. That’s going to allow you to always be attracting new leads, nurturing those leads and inviting them into your membership or program. Once again, that was milestone number six out of seven. So stay tuned. Next up, we are going to be doing the seventh milestone in this seven episode series. The seventh milestone is all about can guess, can guess what’s the last step. It is retention and growth. So increasing your retention rate and implementing growth strategies. So basically keeping your members happy and paying and getting bigger and more. That is next time on marketing chaos. See you then. Thanks for listening.