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This episode marks the return of familiar face John Lint of Kleq.com, to discuss an increasingly popular topic. The interest in the membership site as a business model has surged, James notes, meriting a closer look at this trend and its implications on the industry.
He and John will explore the talking points of how to create a membership site, including membership site software.
They’ll talk about the pros and cons of built in email functionality versus third party email service.
And they’ll touch on the ethics of parties who sell memberships as easy ways to make money in the digital market.
Table of contents:
1. How John got started with the software
2. From landing pages to community
3. The choices people have
4. A rewarding middle option
5. Why Kleq doesn’t do email, and should it?
6. Would you hand over your list?
7. What the emailing system does do
8. Three insights into the email issue
9. A sad, recurring story…
10. Are you serious about online business?
11. What people miss in the membership equation
12. Money makers versus hobbies
13. Do memberships and courses still bring in income?
14. Doing what you prefer
15. If courses are your thing…
16. Haven’t heard of Kleq?
How John got started with the software
John began his foray into online businesses in 2001, with his journey into membership software starting earnestly in 2012. Designed at first to serve his own needs for SEO page creation, the program quickly evolved to include features for creating and managing online courses, launched around 2015-2017.
As the needs and complexity of online marketing grew, so did the capabilities of John’s platform, expanding into areas like funnel management and automation from 2019 onwards. Instead of relying on multiple tools, John’s integrated approach with a dedicated tech team enabled fast and efficient implementation of new features, tailored to the demands of top-tier marketers.
Today, John’s platform, Kleq, is a robust solution for creating membership sites, online courses, and more, and is continuously refined and enhanced through his team’s efforts.
From landing pages to community
James reflects on the evolution of online tools and platforms, noting how trends come and go in the digital marketing space. Various tools experience cyclical popularity, from landing pages to membership sites, with trends often repeating over time. The current focus appears to be on community-based membership platforms.
James points out that the concept of community as a business model is not new, despite its resurgence now as the latest trend. Industry leaders have long leveraged community for growth and customer engagement. This suggests that while tools may receive updates and rebrandings, the underlying strategies often remain consistent.
The choices people have
James looks at the choices available to individuals and businesses when it comes to their online presence and marketing strategies. Not every business model, he says, requires digital marketing elements like websites or memberships; some may operate quite effectively with simple solutions like a Google Doc landing page, supported by alternative marketing methods such as podcast guesting.
For those who prefer a more conventional online presence, James outlines three main types of platform options: fully hosted platforms that manage everything, platforms like Skool that allow some control but still maintain significant branding, and highly customizable solutions where businesses maintain complete control over their domains and hosting.
James has had his own experience with a fully controlled setup, at which time his site had 3000 indexed pages. They’ve deleted a third of that at time of recording, and drive a decent amount of traffic.
A rewarding middle option
James’s strategic decision was to later choose a middle ground for his online platform – Kleq – which lets him use his personal domain while outsourcing the technical aspects to the service provider. This choice enabled him to focus more on content and communication, areas he is passionate about, by redistributing his team’s efforts away from technical tasks.
James praises Kleq’s ability to handle complex campaign setups simply and effectively, allowing him to engage his audience through various digital marketing efforts without getting bogged down in backend technicalities.
The platform’s integrated tools for managing funnels and analytics also streamline James’s marketing processes, making it easy to implement and track the effectiveness of his strategies, from book giveaways to membership drives and webinars.
Why Kleq doesn’t do email, and should it?
Why, however, does Kleq not incorporate email functionality, James asks? Some users might see this as a limitation, especially when compared to platforms that offer comprehensive solutions including email.
John explains that the decision to exclude email was intentional from the beginning, highlighting the complexity of email management and delivery that often gets overlooked.
There are technical challenges involved in providing robust email services, such as ensuring reliable delivery, managing IP reputation, and handling email security, which are often managed by specialized companies dedicated solely to email services. John points out that including such functionality is feasible, but maintaining the quality and effectiveness of email communication calls for a level of expertise and resources that could distract from the core functionalities of Kleq.
Moreover, there’s the importance of control over one’s marketing tools and data. By not binding users to a single platform for all services, Kleq lets users choose the best-in-class services for each function, such as email marketing, ensuring they can maintain direct control over their most valuable assets, like their email list. This approach ensures higher performance as well as better security and flexibility, allowing users to adapt quickly to changes in the marketing landscape or platform policies.
Would you hand over your list?
John emphasizes the importance of controlling one’s email list, one of the most critical assets of a digital business. Kleq is designed to support users like James in using advanced tools for page building, membership management, gamification, and automation without needing them to hand over their email lists.
Deep integration with external email systems like Ontraport, ActiveCampaign, Drip and ConvertKit is a cornerstone of Kleq’s functionality, letting it enhance marketing capabilities without directly managing email lists. This setup enables users to segment their audiences effectively, apply targeted marketing strategies, and track user engagement through sophisticated analytics that interfaces seamlessly with their chosen email systems.
Such integration allows for dynamic campaign management based on detailed user interactions and behaviors tracked by the platform.
Kleq’s approach not only protects the users’ data but also optimizes email deliverability by utilizing specialized email systems designed for high performance. It aims as well to provide a robust infrastructure for marketing automation and user engagement, without compromising the security and control users have over their email lists.
What the emailing system does do
The recent changes by major email providers like Google and Yahoo point to the complexity and continuous evolution of email delivery standards, including adherence to new privacy regulations worldwide. This dynamic landscape, says John, is why specialized email systems exist—to manage these complexities effectively, ensuring emails not only send successfully but comply with international laws.
This specialized focus allows platforms like Kleq to concentrate on developing other core areas such as landing pages, membership sites, courses, and automation without the added burden of managing email systems.
The platform’s design philosophy emphasizes user control over both content and marketing tools, ensuring that users retain ownership of their digital assets, such as courses, PDFs, and images. This approach is crucial for safeguarding users against sudden platform or regulatory changes that could otherwise jeopardize their content and communication channels. By focusing on integration rather than direct control, Kleq empowers users to leverage the best available tools for their needs while maintaining autonomy.
James notes the risks associated with platforms that make it too easy to integrate all functionalities, including email management, into a single system. He warns of the “easy trap,” where users might find it simple to set up their systems but difficult to migrate or manage independently if the need arises. This concern underscores the importance of platforms that allow flexibility and control, enabling users to use external systems to enhance their capabilities without overly relying on any single service provider.
Three insights into the email issue
James takes away three things from the email question. One is the nuanced and technical nature of email systems, which may not be fully supported by platforms that try to integrate email with a broad range of functionalities.
Second is the risk involved in entrusting a single platform with a comprehensive email list, such as a potential misuse of data.
Then there is the potential ceiling one might reach in terms of advanced features like segmentation and deep integration, necessary for sophisticated marketing strategies. This lack of capability could necessitate costly platform switches for users needing more specialized features.
A sad, recurring story…
James and John discuss the vulnerability of newcomers in the online business world, especially beginners drawn by influential marketers promoting the idea that community platforms can generate significant income effortlessly.
James wonders about the long-term viability of such users’ strategies and where they might find themselves after the initial hype has faded.
The online marketing industry, is cyclical, says John. In a decades-old pattern, newcomers are enticed by promises of easy success through new tools or secret formulas. They chase trends without substantial progress, only to start over when their efforts fail.
Both James and John agree that real success requires much more than just adopting a new tool or strategy; it demands hard work, resilience, and a realistic approach to what online business entails.
Are you serious about online business?
Kleq, says John, is built for serious business owners who want to focus on growth without getting bogged down by technical complexities. It’s designed to be reliable and ready to use whenever needed, helping users streamline their operations and focus on effective campaigning.
James and John touch on the ethical considerations of selling online tools and services. James points out that while many marketing gurus profit from the continual turnover of tools and hype, it often leads to high customer churn due to unmet expectations. It creates a culture of constant switching between tools, which can hinder long-term business success and growth. John positions himself and his platform as more ethical alternatives, aimed at providing sustained value and support to serious entrepreneurs rather than exploiting them.
What people miss in the membership equation
James highlights his concern about “green” marketers who quickly claim success in the membership domain. A young guru, for instance, with minimal experience, boasts substantial earnings within the first two months, and offers to teach others his methods.
These claims often meet with no skepticism from the audience, which worries James, given his experience and knowledge of the membership model’s complexities. Many such marketers, he says, might not fully grasp the nuances of maintaining a membership base over time or the challenges of ensuring long-term engagement.
James points out as well a critical oversight in many membership strategies—the failure to consider member retention and the long-term value of memberships. For example, a membership calculator might predict revenue based on current numbers but fail to account for the crucial factors of churn and ongoing member acquisition.
Without understanding these elements, James argues, the projected success of a membership model might be significantly overestimated, leading to potential financial instability and strategic missteps.
Given this, James appreciates the “slipping away” feature on Kleq that alerts when members become less active. This heads off attrition as well as enhances the user experience, making it more personalized and responsive.
Money makers versus hobbies
What proportion of Kleq users are focused on money-making schemes versus those engaged in hobbies or ‘real’ niches like music or sports, James wonders?
A significant majority of their users, says John, around 98%, are involved in genuine niches such as health, spirituality, cooking, and various forms of personal interests, suggesting that their platform predominantly supports individuals serious about building substantive businesses rather than just exploiting quick money-making tactics.
Kleq’s user base is quite diverse, John adds, listing examples from baby care to fashion and musical instruments, many of them diligently working to grow their ventures.
Kleq, it would appear, is utilized by people who are deeply invested in their fields, applying robust strategies to develop their businesses. It points to genuine engagement as well as a vibrant community of entrepreneurs who are not merely chasing profits but are passionate about their areas of interest.
Do memberships and courses still bring in income?
Is it still viable to earn income through recurring subscription memberships and online courses, asks James?
Both models are indeed valid, says John, and can be lucrative, stressing that the success of such ventures largely depends on how they are structured and the unique needs of the audience they serve. John highlights the importance of integrating value-added services such as coaching and community engagement to maintain subscriber interest and support sustained income.
John elaborates on flexibility within these models to cater to varying customer needs, such as those who seek immediate solutions to specific problems versus those who benefit from ongoing support and community. Memberships, he says, can offer structured, continuous learning and support, while courses can address immediate, one-time educational needs. This versatility allows providers to adapt their offerings to the preferences and requirements of their users, potentially combining both methods to maximize engagement and revenue.
John underscores the importance of aligning these offerings with personal business goals and market demands, suggesting that providers need to be flexible and responsive to shifts in consumer preferences and the digital marketplace.
Doing what you prefer
James has made a strategic transition from offering traditional online courses to focusing primarily on membership models, emphasizing personal preference and strategic fit in business model selection. He has made his previous courses freely available, removing barriers to access such as logins and gateways, which allows users to experience the platform without friction.
Additionally, James has streamlined his services to focus more on essential features that deliver value directly to subscribers, demonstrating a move towards simplification and increased user engagement.
In the revised membership structure, James outlines two tiers: a lower-priced tier that offers extensive resources like old courses, live calls, and forums, and a higher-priced tier that focuses on exclusivity and direct access to him through private chats and weekly group calls. This higher tier, despite having fewer features, offers substantial value through personalized interaction, emphasizing quality over quantity. James points out that its simplicity and direct access are what makes it most valuable and appealing to subscribers looking for more personalized guidance.
James also explains the benefits of Kleq’s technological integration, which enhances user interaction through features like voice messages and video sharing, akin to Voxer. This facilitates a more dynamic and flexible user experience, allowing members to engage with the platform and its community on their terms. The asynchronous communication model caters to a global audience efficiently as well as enhances the overall user experience, by making interactions more accessible and less constrained by time zones or schedules.
If courses are your thing…
James acknowledges the viability of online courses as a robust business model, providing one keeps content up-to-date to maintain their value and effectiveness. He has actually coached a highly successful individual who earned over a million dollars annually from courses, making constant updates and market research to keep the material relevant and engaging.
Additionally, James advises those new to the digital course market to focus on customer retention and to streamline technical processes to enhance user experience. He suggests using platforms like KLEQ, which offer user-friendly interfaces and flexible control over content, letting creators manage their offerings more efficiently. This helps mitigate the overwhelming nature of managing digital platforms and encourages course creators to forge their own unique paths in the competitive online education landscape.
Haven’t heard of Kleq?
If you’ve just know heard of Kleq, James would attribute that to its focus on product quality rather than flashy marketing tactics. He stresses Kleq’s niche as a boutique solution tailored for serious online business owners, contrasting it with platforms driven by hype and affiliate marketing.
Beside the hype-driven approach of other platforms, Kleq stands out with its commitment to organic growth and continued improvement based on user feedback. John emphasizes the importance of building a real online business rather than chasing short-term gains through aggressive marketing tactics.
As a user and partner of Kleq, James praises the platform’s excellence and suitability for his own business needs. He values its low-key approach and points to the platform’s focus on delivering value through its product rather than through extensive marketing campaigns.
If you’re interested in an all-in-one platform for your online business, check out Kleq at Kleq.com.
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