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March 8, 2016
Guides  |  5 min read

Free Campaign of the Month: Convert Free Trials to Paid Memberships with CustomerHub

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Paul Sokol

One concern I hear a lot from entrepreneurs and content creators is, with the increase on the importance of quality and amount of content, how do you monetize it? One of the ways to accomplish this is to offer a free trial alongside with a paid membership to your premium content. Content can be protected with login, which can immediately add value to the information you offer. This free Infusionsoft Campaign of the Month is geared to help you easily deploy a free trial that compels your audience to purchase a paid membership.

Gated content inherently carries a perceived higher value, even if the content is free of charge. Imagine that you have expert-level content that people want to know and are willing to pay for. How can you help your prospects to truly understand the value of it so they are rushing to pull out their credit cards for it? You can either make a lengthy presentation for the content and risk a high percentage of refunds (and fewer sales) -- or you can give them a sample of the goods for them to try on their own and provide opportunities to upgrade for full access. When your content is the product, you should give your prospects a sample of it before you can expect them to pay for it. Now, what if you could do this automatically without needing a technical guru to set it up?

When it comes to automating access to protected content, the best end-to-end solution that works intimately with Infusionsoft is CustomerHub. It allows you to easily create a membership site where you have full control over what content people can and cannot see. Combine that with an automated conversion funnel which turns interested prospects into paying members and you've got a juggernaut of a customer acquisition machine! I'm very excited to share with you the free Campaign of the Month for March 2014: Convert Free Trials to Membership with CustomerHub

Convert Free Trials to Paid Membership with CustomerHub Campaign Model

The campaign's purpose is to give people a free trial to some content inside CustomerHub and then sell them on a full membership. After the free trial period is over, there is a promotional email asking them to make the purchase. To prevent people from abusing free access, the campaign will only allow one trial per person. If they sign up for a free trial again, they will receive different messaging which addresses they already took a free trial and drives them to buy a membership.

Who can use it?

Any Infusionsoft customer can download any campaign from the Infusionsoft Marketplace but this campaign is designed to be used with CustomerHub. However, if you use another membership site solution, chances are you can easily modify the campaign to work with your existing membership site. I've seen this free trial strategy work well for both B2B and B2C businesses.

Anything else I should know, Paul?

Since this campaign is designed to be used with CustomerHub, you need to setup the free and paid content inside your member's area. Keep in mind the free and paid content do not have to be the same. For example, if you had a 30-video training series, the free trial could give people full access, but you can also restrict access to only the first couple videos, too. Also, the campaign is designed for a free trial that expires after a certain period of time, which the campaign defaults to 7 days. You can easily modify the campaign to grant free access for life. In that case, you definitely don't want to give away everything for free otherwise there isn't any reason for people to pay you. Another useful strategy to employ with a free trial membership with CustomerHub is to apply a sense of urgency during the free trial. Greg Jenkins explained this in his post titled, How to Drive Urgency (and Increase Consumption) in CustomerHub. Once you get cozy with your membership site with CustomerHub and using this campaign, tweak it to your heart's content.

How do I get it?

Check out the Marketplace listing and download it to your Infusionsoft account. That’s it for now! Let me know what you think in the comments and I’ll see you next month with another free campaign to help you maximize relationships with people you meet at live events (like #ICON14).

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