Growing your audience

10 minutes

By
Thomas Kim
Audience Growth

So, your profile is looking good and ready for a spin. Excellent. How do we start finding subscribers and drive bookings to your practice? Well, the answer is momentum and we build it by looking to people that already support us and have demonstrated interest in our work.

From follower to subscriber

The first place we advocate focusing on is your existing social media following. These are people who have been following you, in some cases, for years. They are friends, family, loved ones, and newcomers who appreciate what you do, who you are, and what you're bringing into the world. Our first goal is now to answer the following question -- will they go from follower to subscriber?

Chances are a few of them will. And that's just what we need to start building momentum.

With your permission, I'm going to math. Let's say you've got 2,000 Instagram followers. If you convince just 2% of your audience to become a subscriber at a price of $10/month, say hello to 40 subscribers.

We know it's not a Beyonce-size following (yet). But, what it is, is $400/month and your first loyal group. With these folks on board you can test out what works and what doesn't before more folks hop on. And odds are they're going to be the most patient as you find your groove in this medium.

Now, your work becomes sharing your practice, observing what resonates, and rinse/repeat, maybe even starting to observe how and why a few subscribers migrate their way into your live sessions.

"So, you're telling me that I'm just going to magically convert people into paying subscribers?"

In some cases, yes. In other cases you'll work for it. This is where we come in. We're here to help you strategize, develop assets, and pinpoint who is engaging with what, why, and how to find more of them.

Until we meet live, here's a little guide to growing subscribers for the time being.

What's the plan Stan?

When new subscribers arrive at your Murmur page, this is where they'll start figuring out if your work speaks to them. So, a clear, concise description of you and your practice will help them understand who you are, what you do, and why they should join. Also, providing a breakdown of your subscription model, pricing, and what's included will go a step further into bringing someone into the fold.

Did you say subscription model? 

Here's our Subcription Model Guide with more details. It covers different approaches to subscriptions and will help you figure out which fits you and your audience's vibe.

Preheat the Oven

Got your profile, your "Subscription Model", your pricing, and a fresh haircut. You are ready to announce and you're thinking, "I'll post social media, send an email or two, and maybe ring some existing clients to let them know."

That’s all lovely and you should absolutely do those things. But, consider this -- more than 50% of your product's success depends on the experience your future subscriber has before they sign up. 

 

What this means is a few things. Try not to reveal your new offering in one post or one email. Generate interest. Build anticipation. Tease your followers. Pre-heat that oven! What you'll start to get back is people asking for the offer before you even make it available.

 

Have fun with each brick you lay. Whether that's a photo asset or a piece of copywriting. We're not saying this isn't work because it is. But, if you approach things a little more like an art project and less like homework, your practice will magnetize the right supporters to you.

If you're feeling low on creative juju, do not fear. Our Launch Guide has what you need to shake things up.

Know your founding members. Delight them.

The first 20-100 subscribers are your founding members. They are precious. Why? Because they're your allies who trust you, believe in you, and will be forgiving as you start growing your work in new and different ways.

Learn from them. Understand their needs. Chat with some of them. Buy them a coffee and listen to what their experience was like with you. Make an anonymous survey and source feedback on your work. All of this will give you a more complete picture of what's working and what's calling for a touch more of your time and attention.

And then serve them to the best of your ability and when you can, surpass their expectations. Different incentives you could provide range from (1) membership discounts; (2) complimentary sessions with you or another practitioner you partner with; or (3) gifts relevant to your practice (ex. a custom journal if you're a coach and have supporters do a lot of writing exercises). You get the point. You know how to build an in-person community around yourself. Take that wisdom and apply it here.

 

You could also lower your monthly fee for a limited period of time and convince people who were on the fence to join. You might also find random people running towards your work like this: 

Yes, e-mail marketing

Eye roll. Unsubscribe. We all have this reaction every week looking at our inbox.

However, e-mail marketing has its place and there's a segment of people that prefer being marketed to over email than on social media channels. It's a touch more formal. Plus, folks have longer attention spans on email, meaning their habituated to reading longer-form content there.

When done correctly, a simple, to-the-point email goes a long way. Here'sour take on the 6 pillars of successful membership email marketing.

Leverage video content on social media

Chances are, you've filmed, maybe even edited some of your work. Those recordings have marketing gold in there. Now, all you have to do is find your favorite runs of material, your best hot takes, and create teaser snippets from them.

Here are a few tools you can use to extract the gold from your library of records.

Free Video Trimmer: Cut Your Video Online | Adobe Spark Video

Online Video Cutter - Trim Video for Free - Clideo

Video Trimmer - Trim MP4 Online - Kapwing

Online Video Cutter - Cut Video, Cut MP4, AVI, MPG, 3GP -

You can add some pizazz to the clips using tools like Clips for iOS or InShot for Android (both are free).

Clips

Video Editor & Video Maker - InShot - Apps on Google Play

Well, I've taught you everything I know. Now, you get out there. Go post those snippets, welcome your first subscribers, learn from them, and enjoy the ride. And hit us up anytime things get bumpy.