When someone new has joined your membership group, that beginning period (that first day, week, month) is really crucial.
You want to make them feel welcome and that they know they have arrived at the exact right place with all their new best friends waiting inside for them.
That’s the energy that you want to go for when you are onboarding new members. You want to make sure that it’s a fun and easy process for both them and for your current members.
Thanks for tuning into this week’s episode of the Marketing Chaos Podcast! If this podcast has contributed to you in some way, it will likely help others, too. The way we can reach more people is by you heading over to iTunes, subscribing to the show, and leaving us an honest review. Your reviews and feedback will help us to continue delivering amazing content tailored for exactly what you need.
You’re listening to marketing chaos, episode number 95.
Welcome back everyone to the podcast. We are just wrapping up a launch here and welcoming in a bunch of new members into our membership launch academy. And I’ve gotta say, this is a really cool crew that has just joined and I’m having so much fun working with them growing and starting memberships. A lot of them are starting new. Some of them already have memberships. Everyone is pretty much in health and wellness, coaching health coaches, facilitators, that sort of thing. So I just love the questions that are coming in in the group and the new infusion of energy, which is right on topic for today’s podcast, which is all about onboarding new members. And it’s something that we don’t think about when we start a membership, but after you get a membership up and running, this is something that always comes up because what happens when people join an existing group, it’s sort of a unique dynamic and something that you need to consider how you’re gonna do it.
And it’s good to have a plan from the beginning so that you have thought some of these key decisions through. So if you think about your membership as like you’re having a party at your house when new people come, so you’re inviting new people to an existing party, essentially, and there’s already a party happening. Imagine you’re arriving at this party, that’s already in full swing and you’re kind of standing in the doorway and someone opens the door and you’re like, um, what’s the first thing that goes through your head is usually, am I in the right place? Like, do I wanna come in here? Maybe you’re more outgoing. And so you go straight in and you start talking to people or maybe you’re a bit more shy and you just kind of linger to the side and kind of wait to be introduced around. Um, but in any case, it’s a, it’s a dynamic that occurs when you are onboarding new members.
So most people, not the most outgoing ones, gregarious ones, but most people when they’re introduced to a group that’s already happening and they’re the new guy, the new gal, they wait, you know, they kind of like linger a little bit and read the room, watch the conversations that are already happening. They, they lay back a bit to wait to be introduced. And that time when someone new has joined your group, that beginning period, that first day, that first week, the first month is really crucial. And you wanna make them feel like, yes, they have arrived at the exact right place. All their new best friends are inside waiting for them. And even if they don’t know anyone and maybe they don’t even know you, that you make them feel really welcome and that they know I have landed in the right place. So that’s the energy, the feeling that you want to go for in the onboarding process, which sounds very official onboarding, but basically you’re welcoming in new members and you wanna make sure that it’s a fun process, that it’s an easy process, both for them and for your current members.
So you also don’t want, you know, let’s say you have a group already going, the party are already happening. You don’t want the, you know, music to stop and everyone to, you know, interrupt everyone every time someone when new walks in the door, because that kind of, it kind of ruins the flow, right? You don’t want everything to stop and you don’t want the current people to feel like they have to start over again, every time someone new walks in. So there’s a little bit of things to think through, but of course you want, this is like hashtag problems to have, right? Like you want have this problem of not problem, but this thing to consider of new people coming in. And how do you do that with grace and with ease.
So what are all the ways that you could make someone feel really welcome as soon as they’ve entered your membership? Just ponder that for a moment and think about you the last time you joined something and it’s easy to see on Facebook and Facebook groups, and maybe you will have your membership on Facebook, or maybe you will have a different platform where you’re greeting people, but it doesn’t matter. It’s sort of the same idea. Think about the last time you joined a community or online group and how did you, like, how did you feel and how did you wish you had felt if it wasn’t good? What did you really like in some of the groups that you’ve joined and what didn’t work so well, what was a little intimidating or scary or overwhelming and how can you make different choices in your group? So that people feel really welcome from the very beginning.
One thing we did with our academy members this time is we had our account manager, Sarah reach out to every single one that joined and send them a personal video. So she read their profile. We have an entry form. So she little bit about who they were, where they lived. She made a really fun post inside the group that asked them to introduce themselves. And she asked them really funny questions, including if your pet could talk, what would they say about you? Which I thought was hilarious. And so she knew a little bit about them when she sent these, uh, videos, but she sent, we used Bonjourno and we sent these individual videos to everyone that kind of just welcomed them, said, Hey, I see that you are, you know, a coach in Mexico or whatever they were wherever. They were a little bit about them, asked them a question and invited them to introduce themself in the Facebook group if they hadn’t already.
And just really, it was like 30 seconds, I think just quickly she was introducing herself, letting them know where to go if they needed anything and that they could feel free to reach out at any time. And she would be the one to help them and just really helping them feel at ease. And I think that creates a lot. So it doesn’t take a lot of time out of your day or out of your community manager’s day, but it can make a huge to of friends. So you’re, you’re inviting them to introduce themselves into the group. And that’s key because think again, of the party and you’re the host or hostess, welcoming them into the room, you want to ask them to introduce themselves. And what this does is it allow, gives ’em permission to post, which sometimes people are, are just being polite and they’re waiting until they’ve been invited.
And it also creates the invitation like posts so that they have a place to write about themselves. If they feel a little bit shy and it kind of gets the ball rolling. So you see each other’s, uh, funny responses. In my case, we add a lot of, of humor to everything that we do. If you’ve seen my videos, you already know that, try and keep things light and fun and entertaining. And so she, um, used some humor there that makes everyone feel like, okay, I am in the right place. And we, we invite them to share specific things about themselves. And I, they think that that’s important. Cuz if you just say, Hey, come on in and introduce yourself. People are sometimes like, I don’t know what to say. What do you wanna know? So we asked like three specific three or four specific questions and you know, where do you live?
What would your pet say about you? Uh, just some specific things. What do you do kind of membership? Are you creating that sort of thing? So it allows them to have the freedom and permission to get straight in and start engaging in the group. So you want them to feel acknowledged as soon as someone has joined. What I do is I have a welcome video on the thank you page. So the second that they’ve purchased, they, I end on a thank you page with a video for me saying, oh my goodness, I’m so excited. You’re here welcome. You’re in the right place. This is what we’re doing here. And I kind of paint the picture, confirming, affirming for them that they have made the right decision because that’s the other thing that sometimes happens when people purchase something like they have a little bit of like, oh, did I, you know, buyers remorse or they start to second guess or, you know, what happens really is that they’ve made a level of commitment and then they kind of get a little like freaked out sometimes.
So you wanna just calm them, you know, make sure they realize that they made the right choice, that you’re here. That the whole team is there to support them. That the community is waiting, that they’re, you know, gonna be welcomed with open arms and just really make them feel welcome. So it is, is a big deal sometimes for people to make a choice, to join your membership. And you wanna acknowledge that, make them feel seen acknowledged. And as I said, we did a personal video, but you do you, what, what feels good for you? Maybe it’s just a, of an email or a message. Of course, there’s a lot you can do as you start to grow. That’s less personal, that’s more automated. But I think, you know, when you’re starting out really take that extra attention and spend it on your beginning. Early members it’ll pay off so much in the long term to have that little extra attention.
And you can afford to do that. When you have a smaller group at the beginning, when you get a hundred, 200, a thousand, 10,000 people, you can’t do that, but you can, at the beginning, as you start to grow, think about an onboarding sequence, an email sequence as another option. We also do this in our programs, in addition, some of the more personal things, but I like to of course have one email that they get with everything on it in one place where they log in, what time the zooms are, the lives, the Q and A’s, whatever you’re doing, where they find the material for the membership, like have it all in one place, tell them, it’s save this email. It has everything you need the email address that they will contact if they have any issues or if they want to cancel that sort of thing.
You have all that in their welcome email. But in addition to that order responder, what we set up is a sequence that goes out one day after two days after three days after. So you can space it out a little bit, but I would have a series of emails that come after they join in a sequence that’s automated so that you maybe pull out one piece of content, like maybe something for them to focus on in the first few days. Maybe you have, uh, so some sort of personal personalization inside the membership. Maybe you pull that out or you want to introduce them to one of your team members. You can do that in one of the emails you can say, here’s the, you know, top five ways to get the most out of this membership and make that a different email, but think about what you could do in the onboarding sequence that would help to prevent overwhelm, to clarify, to reiterate a lot of this is repetitive and it needs to be people see things when they see them in different ways.
So sometimes they need to see them multiple times in order to really have it sink in or to maybe they don’t notice the first two emails and they see it in the third one. So you’re gonna be a little bit repetitive, but better to make sure to enforce that they have what they need and they know where to get it. Then to have them feel like, wow, all you wanted was my money. And then I showed up and you were nowhere to be found. So you, you wanna really consider this in your attempt to increase your retention because having a really streamlined, yummy, fun, easy onboarding that first 30 days is gonna help your retention rate over time. The data just shows that the more, the better the first 30 days are the longer people tend to stay in a membership. So this is really the key time to make them feel extra special.
Now I want you to think through also about what you’re gonna do with or content. So this is another thing we don’t think about until we’ve been running our membership for a while, and then we realize, wow, I’ve been doing Q and A’s every week, or I’ve been doing trainings every month. And after six months, it’s like, they’ve started to add up and it’s sort of becomes this like big wealth of information, which is great. And it can be very overwhelming for people if they come in and they just see 27 recordings or they just see a pile of videos or they get into the group. And there’s just like so much content, we think this is great. They’re getting access to everything. They’re gonna love it. Well, not necessarily what happens is people get overwhelmed and then they don’t know where to start. And then they think they’re falling behind and then they feel like they have to leave.
So we wanna avoid all of that by thinking through our content and how much of it we want people to have, have access to when they join and whether or not you’re restricting them from having access to all the content. And if so, you need to organize it in such a way and have a platform that’s gonna allow you to restrict access to members based on when they join. So for instance, when you subscribe to a, a magazine subscription, like a, a physical magazine that arrives at your house, when you subscribe February 20, 22, they don’t come with that issue. And all of 20, 21 in a box like you don’t get the past issues, right? So it’s, it can be fine for people, uh, that you restrict the content that they get to only deliver from that day forward. That’s very common, but it also might be fine that they get the past issues if you will, or the past Q and as it just depends what you’re delivering inside your membership, especially if it’s more Q and a style or live coaching style, when people aren’t there live, they don’t tend to go back and watch the replays of things like that.
Trainings and workshops are different and you might wanna really consider are like not giving access to everything when people join, but this is something to consider. Okay. Do I wanna give access just to my core content and moving forward, they’ll get access to the monthly content or do they get access to everything? And if so, how can I organize it so that they know where to start? Where to go next? Maybe you have some sort of intake form, or you have some sort of thing that they go through that assesses where they’re at and then directs them based on what phase they’re in or what season they’re in, where to go first. That can be really helpful. We have our membership structured in four phases. And so we do allow them to assess, okay, which phase are you in? And then you start watching the content there. And then once they move to the next phase, they move to the next group of content. And we also have core content. So that’s like, no matter where you’re at the, this is the core, the core trainings that we want everyone to have an understanding of so that they are all on the same page.
So you’ve got core content, you’ve got monthly content, you’ve got decisions to make around what you’re gonna do with your content on an ongoing basis, if you’re gonna restrict it or not. And another way to you really make the transition from a new group into the main group. One time we did this and it worked really well. We had a big group joining and we had a temporary orientation group that we set up and we invited the old people to join the orientation group, like if they wanted to, but sort of had our main original Facebook group. And then we had this temporary holding group that was just for orientation. So new people went in there. We welcomed them. We gave them, I think it was four weeks of, uh, recap content for the original members, but it was like, they got to sort of get up to speed.
And then they got introduced and moved over to the main group. And then we shut down the orientation group. So that’s another option. If you feel like you need to walk them through or hold their hand a little bit more and it’s not necessary all the time. And it, it is extra work, but it can be a nice addition to who kind of get people up to speed rather than just dumping them in the deep end of the, of the main group. So some other ideas just to welcome new members, you’ve got a welcome video. When you, if it’s Facebook that you’re using, you can tag them by name. Whenever they join. There’s a feature that you can use that Facebook auto tags people. So if you have a, you know, huge group joining, you don’t have to go through and find everyone’s name. It just like it’s a button.
It says welcome new members and you click it and it tags everyone. So that can be really nice. And you could also create a start here section inside your, if it’s a Facebook group, you can make it like a guide, or if it’s, you know, in Kajabi or if you have member vault or any other platform, just create a section that says start here and that can have your core content, how to, how to get the most out of your membership, those sort of things, where do they go for help? Who do they reach out to what’s the team or support email address, uh, and maybe you have an orientation call. What we did this time as well was we had a one-on-one 15 minute call scheduled with one of our coaches. So as soon someone purchase, they get a link to, to create their orientation call, to book their orientation call.
And that I think helps cuz then they get on the call and they can ask all those questions to a live person and make sure that they understand one person we had didn’t realize like the course you can scroll down. Like she thought she had gone through it all. And she had actually gone only through module one. And she’s like, that was really small. It was not that big of a course. And we were like, uh, you need to scroll down. She’s like, oh, there’s like seven more modules. So things like that, you don’t always uncover as you have someone one on one, you can do a tour. Like one. Um, other thing you could do is just do a screen, share on zoom and go through like share your screen and go through the course material or the backend of like the community, that sort of thing.
Like just, uh, like a little inside behind the scenes or open house tour of your group. That can be really good. But basically you wanna ask questions about how can we make this experience the most enjoyable and ease for our new members while also not, uh, upsetting the flow of the existing group and allow am to sort of like join the moving river already in flow and in motion. Hopefully this was helpful to you. If you are thinking about starting a membership, or if you’re looking at growing one and onboarding new me, if you’d like our help in creating your membership start or growing or scaling your membership, you can apply to work with email@example.com. You can fill out the application and we’ll see if we’re a good fit for you and your business. That’s it for now. I’ll see you next time.