5 Signs You Should NOT Start a Membership Site
Peep this…one of my favourite things to do with the Screw is to be real AF, pull back the curtain and show you inside our business.
From the strategies we live and die by, to the ups and downs we endure to what’s working in our business today, we tend to bare it all.
It’s kinda our thing.
So when I asked in our free FB group if there were any members wanting to (or trying to) start a membership and got back 117 comments, I knew we had to hit this topic in a big way.
And since there ain’t no way I can sum up EVERYTHING we’ve learned over the last 15 months, I decided to do it up and break it down in a 3-part Membership Mastery series.
Oh, and I’m gonna kick it off by telling you that a membership site may not work for you.
How To Know if You Should Start a Membership Site
Look, I get it. Membership sites are all the rage.
And while I totally get the lure of them (hell, I LOVE Screw U, the members in it, the people we get to work with and the money it makes!), that doesn’t mean you should have one.
Harsh, but true.
So I thought I would break down the 5 (glaring) signs that you are not ready to start a membership site.
And yeah, I’m gonna be blunt.
Sign #1: You Don’t Have an Audience
To me, this is number one.
Because if you don’t have an audience, who the hell is going to join your membership?
It flabbergasts me (yeah, I said it) when people who have put zero time and effort into building an audience (following, email list, whatever you want to call it) try and build a paid community, with no free community or audience to build trust with and market it to.
If this is you, I want you to do this…
Take a step back, pour yourself a glass of something stiff and map out a 3 month visibility plan that you can use to get you and your business out there.
And I don’t mean just set up a FB page or a SnapChat account and assume that’s enough.
Because it’s not.
These days? You need to be consistent, you need to attract the right people, you need to give more than you take, and you need to care about your audience before you ever expect them to care about you and what you’re trying to sell to them.
How did we do this?
Through a potent combo of:
- Guest posts
- Podcast interviews
- Video interviews
- Facebook groups
- Going to live events
It’s not “sexy” to actually have to work for your visibility and exposure, but you know what it is?
So which visibility benchmarks should you be working towards before you launch your membership?
Here are some loose metrics, each subject to change based on your niche:
- Your email list has over 1,000 people on it
- Your social following is around the 5,000 mark combined
- Your website traffic is at least 3,000/month
If you’re already rocking these metrics, you can move onto the next phase: mapping out your membership content and planning your launch.
Fortunately, I’ll be breaking that down for you shortly.
And if you aren’t quite there yet then take a sec, map out your plan to build some attention around your brand and get to werk!
Sign #2: You Don’t Have the Time
This one is pretty self-explanatory, but if you don’t have at least two spare hours every day to work on your membership, don’t try and launch a membership.
Because creating and managing a monthly membership takes time and effort.
After all, you don’t want to do all the leg work to launch only to find you don’t have the time each day to maintain the daily operations, let alone give your members the attention they deserve….and are paying for.
Now I will say this, after having our membership for over a year, we’ve structured it in a way that we are now reclaiming a big part of our time back.
However, reclaiming our time took time.
So what can you do to find some time, especially if you’re feeling pulled from all different angles?
Conduct a ruthless 80/20 assessment and list out every single thing that goes down in your business AND life.
From there, go over your list and identify which tasks take up 80% of your time and provides 20% of the results, whatever those “results” might be for you.
Once you’ve identified the 20%ers, it’s time to either cut ‘em or automate ‘em.
Then once you have some time and bandwidth back, you can start devoting it to planning, launching and growing your membership.
But more on that later.
Sign #3: You Don’t Have the Desire
This one is big, because here’s the thing…
Memberships thrive and grow with consistent attention, interaction, presence and a community to propel it.
That means as the owner, you need to give your members your time, help them move closer and closer to achieving their desired results and continuously work to improve your membership.
Now, I know a lot of people think that running a monthly membership site is the holy grail of online business, because the consistent “passive” income is so damn exciting and promising.
However, here’s one thing people aren’t talking about when it comes to maintaining that revenue…
In order for someone to keep paying for your membership, they have to be getting something out of it month after month.
If not, they will cancel.
Plain and simple.
Which means your monthly revenue will take a hit AND you’re going to have to attract new members to replace the ones who have left.
To avoid that happening, it’s on you to work on your retention rate, show up consistently inside your membership, give your members your time, participate in the community and pay attention to what people are struggling with.
What’s more is, you need to have the desire to pay attention to what they want (so you can incorporate elements of that into your membership) and continuously improve your membership so that it evolves and matures into a place they wouldn’t think about cancelling.
How do you do that?
Survey them. Poll them. Ask them.
Oh, and the biggest strategy of them all? Listen to your members.
Because here’s the thing…
Your members want to know they are being heard and acknowledged.
That means if you’re going to ask them what they want you to tweak, refine, add in or take away, you better be open to listening and executing on the suggestions that work for both them AND you.
If not, you may have a sky-high churn rate (ie. the amount of members who cancel each month vs those who stay), and really, no one wants that.
Sign # 4: You’re Not in Any of These Industries
When we first started our membership site, we figured that ANYONE in ANY INDUSTRY could start a profitable membership site.
And while there might be some exceptions to the rule, these 10 over-arching niches seem to the be the most effective and most profitable when it comes to starting a membership site:
- Business and Marketing
- Health (Nutrition, Exercise, Hormones, Digestion, Skincare etc)
- Hobbies (Sports, Travel, Pet training, Music, Photography etc)
- Home and Family
- Personal Development
- Love and Relationships
- Fashion and Beauty
Remember, these are the main industries listed above.
If you don’t see yours listed, it’s likely because it’s a sub-niche that lives inside one of these over-arching industries.
Of course, if you’re one of those unicorn niches on the web that is quite unique, take a sec and do some research.
Don’t just assume that a membership site will work for you, because it might not.
Sign #5: You Don’t Have the Revenue
“Huh? I thought I was starting a membership to MAKE REVENUE!”…is what I imagine you just said in your head.
However, this is one aspect of membership sites that not a lot of people talk about.
You see, when you first launch your membership site, your revenue likely isn’t going to be THAT high straight off the jump.
Hell, when we first launched Screw U as a membership site, our revenue took a dive because we transitioned from selling digital products (ranging from $199 to $1999) each week to selling a $29/month membership.
Plus, and this is a biggie, in order to start a membership you have to invest up-front in the tools and resources.
From the hosting to the actual site itself, there are a few things you’re gonna need if you want to create an engaging and easy-to-use membership site.
So to help you identify what might be the best tools for you, I’ve broken them down into budget-friendly AND premium tools.
Budget-Friendly Membership Tools
Whether you’re going pro or budget-friendly, we love SiteGround!
What’s more is you can get started for less than $4 a month.
Also, we’ve never had an issue with them.
*knocks on wood*
When we first restructured Screw U into a monthly membership site and forum, we started using the free WordPress plugin, bbPress.
And while it was okay, we only stuck with it for two months when we realized the functionality was lacking and members weren’t getting as much out of it as they wanted to.
Word to the wise: If you’re going to create a monthly membership and you want people to actually use it, don’t skimp on the software.
After all, your members’ experience is pivotal to the longevity of your membership.
So here’s the thing, since we started Screw U a couple years into our business, we were already using InfusionSoft as our email provider.
However, if we had to do it all over again (and if we were just starting out), we’d pick ConvertKit.
Because the functionality is great, the price is incredibly affordable and who doesn’t love dipping their toes into the world of marketing automation for as low as $29/month!
Audio and Visual
No matter which type of membership site you choose to go with (content-based, discussion-based, a blend of both a la Screw U), there are going to be a few a/v tasks you’re going to have to hammer out.
- Video lessons
- Audio downloadables
- Landing page graphics
- Sales page images
Not to mention anything else that might pop up during your creation and build-out process are all investments you’re going to have to make a some point.
And while it is absolutely possible to do it yourself and save the cash, your time investment is still going to add up.
Membership Site Tools For The Pro's
As I mentioned a few hundred words above, when we first opened the doors to our monthly membership, we used as many free or budget-friendly tools as we could.
Annnnnd then we quickly learned that if you want to go pro and give your members the best you can, you’re going to have to invest in your membership.
That means either throwing down some cash or devoting some serious time to doing it yourself.
I prefer the former.
So, to give this some context, here is a glimpse at the tools we invested in to make Screw U what it is today…
I said it before, but I’mma say it again, we love all things SiteGround.
Their prices are affordable, their service is steady and their customer support has been invaluable at times.
Even though we started out with bbPress, we quickly transitioned to using IPS Community Suite for our forum, before eventually landing with Thinkific, which is what we currently use to house our membership content.
For all things email, we roll with InfusionSoft, however I wouldn't recommend it to most people as it's extremely expensive for what you get. Instead if we had a chance for a do-over, we would have chosen to use ConvertKit instead.
I swear, if ClickFunnels was a person? I would kiss his/her ring because it has been the best damn piece of software we’ve invested in.
Here’s what we use it for each month when it comes to Screw U:
- Our read magnet pages (the first step in our funnels for the U)
- Our lead magnet pages
- Our thank you pages
- Our intro offer sales pages
- Our entire sales page for the U
- Our webinar registration page
- Our live webinar page
- Our webinar replay page
- Our U Crews onboarding page
- Our Momentum Marketing hub
And that is just for Screw U.
Interested in giving this beyatch a whirl?
Audio and Visual
This is a huge one for us.
We’re fortunate enough to have one hell of a graphic designer and video editor (all rolled into one dude) who handles this entire side of our business.
His name is Eric and basically, he’s the shit.
Here is what he does for Screw U each month:
- Creates all of our lesson slides for each of our courses
- Edits all of our lessons
- Uploads and embeds every lesson
- Schedule every live call we host
- Uploads our live calls
- Creates every image you see associated with Screw U (and this site)
- Designs all of our FB ad images
- Creates all of our workbooks
- Creates all of our webinar giveaways
- Schedules every email
He even created that sexy little sidebar banner you see to your right.
He’s a no-brainer investment, a total joy to work with, and there is no way the U could function without him.
And don’t even get me started on our 4 other team members who are just as vital and important to the U!
However, we’re talkin’ audio/visual here.
Finally, let’s not forget the monthly video hosting costs that also creep in when you’re creating and hosting members-only content.
You know, since we’re talking about expenses.