Content Monetization &Product Creation 24 Jul 2010 10:23 pm
Teaser Content and Membership Sites – Is it Good Marketing?
“Teaser content does succeed very well in creating a sense of curiosity. If it is handled well, and is not the only content in the public part of the site, then it can serve as a good introduction to the benefits of your paid membership.” – Rebecca Prescott
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f you’ve had a look at a few content rich membership sites recently, you may have noticed they use teaser articles. This is where they print an excerpt of the article, with an active link to read the full article. Only problem is, the full article is usually under virtual lock and key – you discover, upon clicking the link, that you have to be a member to read the full article.
So, is this a good way to get members to join your site or not?
The Reader Experiences Frustration …
I don’t know about you, but I get pretty frustrated when I click a link that says, ‘To read the full article, click here’, only to find out they want my money first!
I guess if it was more obvious that this was members-only content, I would be more philosophical. But once I’ve clicked, waited for the page to load, only to find out I was essentially wasting my time, I feel a bit ripped off. It certainly doesn’t put me in a ‘buy’ mood. I haven’t yet joined a membership site when that was my introduction to it.
The Balance Between Arousing Curiosity – And Annoying People
I can understand why membership owners do it (aside from the fact that this is probably how their membership manager is set up). You want to get people interested in joining your site, but you don’t want to give them everything for free.
Whilst this is a valid concern, I do think that if the teaser articles are the only content your non-member can read, you’re doing yourself a disservice.
By giving people some other blog posts or articles to read, you’re letting them see that you do indeed offer good quality information. It establishes your credibility, and effectively pre-sells your paid content.
Whilst not everyone will join your membership, at least by giving them some free content to read, you will somewhat allay that sense of frustration. And in the process, turn some visitors simply browsing, into buyers.
People are suspicious online. Not only do they have to worry about being ripped off by someone they don’t know, but many have bought poor quality products before, and are wary of doing so again. Your free content, without giving away everything, can go some way to easing that suspicion.
Teaser Content Does Have Its’ Place …
Teaser content does succeed very well in creating a sense of curiosity. If it is handled well, and is not the only content in the public part of the site, then it can serve as a good introduction to the benefits of your paid membership. It is only when it exists without any other freely available content, that there is a problem.
Content And Search Engine Traffic
There’s another reason you want to have some free content on your site. Given that it will be tightly themed around the niche your membership site is in, it has the potential to deliver you a lot of free traffic from the organic search results. That traffic is potential customers – gained at no cost to you. Without that search engine traffic, you’re going to have to work much harder at your marketing efforts.
Like any marketing, it is a matter of finding the balance between intriguing your visitor, whilst still conveying a sense of credibility about your membership. Teaser content on its’ own will provide curiosity, but not credibility. However, by adding other free content, in the form of blog posts or articles, you can have the best of both worlds. You are able to keep your premium content for your subscribers, whilst still giving your visitors a sense of what you’re about, and your depth of knowledge on your topic.
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Rebecca Prescott is the creator of The Easy Membership Toolkit, designed for regular folk who want a lucrative online business that allows them to spend less time in front of the computer, and more living their life. Click here to instantly download your free report on membership sites: www.membership.pickthebusiness.com/free-report.html You can find more information on creating a membership site here.
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“Testimonials and referrals can be obtained from the same people. Offer to include a picture with testimonials and a live link to your client’s web site. This strategy is a win-win marketing tactic for both you and your client. No satisfied client would refuse such an opportunity!” – Bonnie Jo Davis
