Rebecca Houghton wanted to position her community as the premium resource for B-Suite Leaders – the modern middle manager.
But her website was built on WordPress.com (not .org), her team had a hard time making it work, and there was not enough technical aptitude to create a membership experience that was smooth and easy.
The business couldn’t get any bigger because of capacity constraints, so they could not sell more, grow, or scale within their existing systems.
BoldHR® contracted Stellar Platforms to undertake an ambitious overhaul of their digital infrastructure:
- WordPress website redesign and copywriting
- email automations for new subscribers in different market segments
- an intake quiz as a lead magnet, delivering 6 different outcomes based on score
- a new membership site on Mighty Networks, with multiple pricing tiers
VIEW THE NEW WEBSITE
Case Study: Membership Community with Lead Generation Funnels
The B-Suite Benchmarks™ SNAPSHOT was built using Gravity Forms, a sophisticated form plugin that allowed us to display a different page after completion of the quiz, based on the final score.
This intake quiz serves as both a lead magnet and market research.
TAKE THE SNAPSHOT
This data is passed to Zoho CRM using Zapier, and triggers a dedicated email automation sequence that was copywritten by Creative Director Caelan Huntress in Rebecca’s voice.
We also helped her scale her marketing with email automation. With multiple series delivered to segments of her list, new subscribers are nurtured without any additional work from Rebecca or her team.
Here are the subject lines of 3 parallel automations, which were all written, designed, and set up to deliver in Zoho Campaigns:
For the membership area, we made test accounts on Mighty Networks and Circle, to audit the capabilities of each. After writing up a report detailing the advantages and disadvantages of each option, and making recommendations to the client, we chose Mighty Networks and designed the experience in alignment with the BoldHR® branding.
Rebecca took the opportunity to redesign her group program’s curriculum, while Stellar Platforms laid out the new video lessons and PDF workbooks in a series of pleasing, eye-catching modules.
Then we set up payment plans for each of the membership levels, integrating Stripe and Zoho with Zapier, for a complete holistic system.
We finished the work by creating dozens of SOPs for her team to handle the back-end infrastructure, so they could continue to run the business functions independently.
Now the team has more operational capacity, the quality of Rebecca’s coaching has improved, and the level of engagement in her group coaching program is much higher.
VIEW THE MIGHTY NETWORK
You can see the results of the digital marketing work Stellar Platforms produces on our Case Studies page.
If you need help with your marketing, sign up for a free, no-obligation marketing consultation here: https://stellarplatforms.com/consultation