{"id":4828,"date":"2019-02-12T17:17:23","date_gmt":"2019-02-13T01:17:23","guid":{"rendered":"https:\/\/membermouse.com\/?p=4828"},"modified":"2026-06-16T14:05:41","modified_gmt":"2026-06-16T18:05:41","slug":"aumentar-o-lucro-do-site-de-associacao","status":"publish","type":"post","link":"https:\/\/membermouse.com\/pt\/marketing\/increase-membership-site-profit\/","title":{"rendered":"Como aumentar o lucro em seu site de associa\u00e7\u00e3o"},"content":{"rendered":"
\r\nEsta \u00e9 a primeira de uma s\u00e9rie de tr\u00eas partes da Amanda Northcutt<\/a> de Treinador de assinaturas<\/a> sobre como come\u00e7ar a exercitar seus m\u00fasculos de RGA (atividade geradora de receita) para aumentar o lucro e permanecer no comando de seu site de associa\u00e7\u00e3o.<\/em><\/div>\r\nSe voc\u00ea estiver se afogando nas tarefas do dia a dia, como a maioria site de associa\u00e7\u00e3o<\/a> owners, it feels impossible to take the time to work on areas of your business that actually result in tangible, long term improvements. We have so many redundant tasks to perform just to stay afloat: emails, support tickets, marketing management, people management, content creation, website upkeep, the books, community curation, and on and on and on and on.\r\n\r\nWe often get caught in the trap of spending 100% of our time working in our business rather than on our business. You are the founder and CEO, but at the end of the day, you're also the proverbial CTC (Chief Toilet Cleaner). And for some crazy reason, the toilet often gets the most attention. That's backwards. If the toilet is clean but the house it's sitting in crumbles around it, what the crap does it matter?\r\n\r\nTaking the time necessary to set goals and priorities and work backwards from there to create a path to achieve them is your job as CEO \u2013 take it seriously and create space for it. The ways you spend your time on a day to day basis should revolve around the goals you set when you have your CEO hat on.\r\n\r\nI'm going to show you how to start exercising your RGA muscles and get in the habit of ruthlessly prioritizing improving areas of your business that lead to money in the door, and more importantly, higher profit.\r\n\r\nThis 3 part series is going to cover what those revenue generating activities are, then how to prioritize and actually do them.\r\n\r\nBefore we get started, let's put RGAs into 3 categories for membership sites specifically:\r\n
    \r\n \t
  1. Aumento do lucro<\/li>\r\n \t
  2. Aumento da efici\u00eancia: Cria\u00e7\u00e3o e implementa\u00e7\u00e3o de sistemas<\/li>\r\n \t
  3. Diminui\u00e7\u00e3o de despesas: Auditoria de suas despesas<\/li>\r\n<\/ol>\r\nWe'll cover increasing the efficiency of your business and decreasing your expenses in parts 2 & 3 of this series. The focus of this article is all about the first RGA: increasing profit.\r\n\r\n\"aumentar\r\n

    Parte 1: Como aumentar o lucro<\/strong><\/h3>\r\nH\u00e1 tr\u00eas meios principais para aumentar a lucratividade de seu site de associa\u00e7\u00e3o:\r\n
      \r\n \t
    1. Diminui\u00e7\u00e3o da rotatividade<\/li>\r\n \t
    2. Aumento do valor vital\u00edcio do cliente (LCV)<\/li>\r\n \t
    3. Obter mais membros<\/li>\r\n<\/ol>\r\nVamos detalh\u00e1-los:\r\n

      Diminui\u00e7\u00e3o da rotatividade<\/strong><\/h3>\r\nHarvard Business Review<\/a> nos diz que sua lucratividade aumentar\u00e1 em 25-95% se voc\u00ea conseguir reduzir sua rotatividade em apenas 5%.\r\n\r\nAqui est\u00e3o tr\u00eas abordagens principais para reduzir a rotatividade:<\/strong>\r\n
        \r\n \t
      1. O primeiro passo \u00e9 lidar com a rotatividade involunt\u00e1ria, tamb\u00e9m conhecida como rotatividade de cart\u00e3o de cr\u00e9dito.<\/li>\r\n \t
      2. A segunda \u00e9 a diminui\u00e7\u00e3o da rotatividade volunt\u00e1ria ou relacionada ao engajamento.<\/li>\r\n \t
      3. And the third approach is to run a quick audit of your marketing messaging, deliverables to your paying members & community engagement, and running surveys.<\/li>\r\n<\/ol>\r\nVamos nos aprofundar em cada um deles:\r\n

        Rotatividade involunt\u00e1ria<\/strong><\/h4>\r\nInvoluntary churn happens when something regarding a member\u2019s credit card changes and your payment processor is unable to auto charge their card when their regular payment is due.\r\n\r\nChurnbuster and Profitwell\u2019s Retain product are the top ready-made solutions to prevent the majority of involuntary churn. On the surface they may seem expensive, but I\u2019ve not ever seen a case in which a membership site actually lost money using one of these tools.\r\n\r\nAll MemberMouse plans also include an recurso de tratamento autom\u00e1tico de pagamentos em atraso<\/a> which will automatically attempt to rebill your member a total of 3 times once their account goes into overdue status.\r\n\r\nIf you don't have access to any of these tools, the least you can do here is have your email provider kick off an automated email sequence that notifies your member of their failed payment and offers the easiest path possible to re-enter their credit card info for continued access.\r\n\r\nYou can eliminate a significant portion of your churn by implementing automated systems for recovering failed payments. This is a no-brainer for anyone running a membership site as a business, not just a hobby.\r\n

        Rotatividade volunt\u00e1ria<\/strong><\/h4>\r\nVoluntary churn happens after you bring on a qualified member, ripe for achieving power user status, but they become unengaged over time, and eventually cancel.\r\n\r\nIt\u2019s best to nip this in the bud before it happens by tracking engagement and intervening to bring that member who is slipping away back to active engagement and receiving value on your site before it\u2019s too late.\r\n\r\nUntil now, monitoring member engagement has been a tedious process involving lots of late nights and spreadsheets. And if you haven\u2019t been doing that, you\u2019ve left untold amounts of money on the table as those who have become unengaged over time have churned, and you don\u2019t have any further recourse.\r\n\r\nThat's why tools like MemberMouse's registro de atividades dos membros<\/a> are so helpful. When you have an easy way to identify which of your members are at risk of canceling their accounts due to disengagement, you can swiftly intervene and attempt to retain them as a customer.\r\n\r\nWhat's important is that you know who is starting to slip away and intervene with a re-engagement email sequence to nurture that member back into active participation on your site. Your members signed up for your site expecting to receive a certain type and level of value \u2013 it's your job to make sure they get it! Otherwise, you're missing out on the benefits akin to compound interest and you'll stay on the hamster wheel of churn as long as your membership is around.\r\n

        Executar uma auditoria<\/strong><\/h4>\r\nLastly, you need to run audits of your marketing, membership product, and make sure you're periodically getting valuable feedback from your existing members.\r\n\r\nMarketing and selling to the right members in the first place is vital to decreasing churn and thereby increasing lifetime customer value and profit. All marketing efforts should be directed to those who resemble your power users and will therefore stick around your site longer than those who weren\u2019t the best fit for your membership offering in the first place. I define a power user as your most engaged, highest LCV, membership evangelists.\r\n\r\nYou must understand the features and benefits that your membership provides to those power users, then tout those the most prominently in your marketing messaging. In taking that approach, you'll likely naturally attract people with a similar profile to your existing power users. Once you bring on a new member that has the potential to reach power user status, you need to onboard them in a way that pushes them along the same feature adoption path your powers users took when they first joined your membership.\r\n\r\nNext up, you need to avaliar a entrega de seus produtos e o envolvimento da comunidade<\/strong>. Are you delivering the content, benefits, etc. that you promise in your membership marketing? Are you consistently providing value to your members? How do you stack up to your competition? Are you curating your community (if you have one) in a way that encourages participation, collaboration, and member success? Are a large subset of your members engaged in your community, and if not, what are you going to do about it? What kind of organic feedback are you receiving from current and prospective members?\r\n\r\nOnce you ask yourself those questions, voc\u00ea precisa perguntar a seus membros o que eles pensam<\/strong>. Two types of surveys should be conducted on your site: exit and current customer.\r\n\r\nWhen a member cancels, that\u2019s your best opportunity to ask them why they\u2019re leaving. Not everyone will answer, and not every answer will be useful. That\u2019s ok. The goal is to gather enough responses that in aggregate, they surface some useful information. Set up an exit survey through your email provider that gets kicked off when someone cancels and pay attention to the responses you get.\r\n\r\nSecond, ask segments of your current members what they like most and least about your site. Invite any other feedback as well. There are a number of survey tools out there, but if you're only asking a few hundred people, just sending out an email with 3 questions is the path of least resistance.\r\n\r\nIn your RGA planning sessions \u2013 the time you set aside regularly for CEO level strategizing and planning \u2013 take a hard look at the feedback you receive and take action based on what your paying members really want, need, an expect from you.\r\n\r\n\n\r\n\"aumentar\r\n

        Aumento do valor vital\u00edcio do cliente<\/strong><\/h3>\r\nH\u00e1 duas maneiras principais de aumentar o valor que um associado paga a voc\u00ea durante a vida \u00fatil de sua associa\u00e7\u00e3o.\r\n
          \r\n \t
        1. Diminuir sua rotatividade volunt\u00e1ria e involunt\u00e1ria, abordada acima<\/li>\r\n \t
        2. Venda adicional de produtos e\/ou servi\u00e7os para seus membros<\/li>\r\n<\/ol>\r\nO que quero dizer com upselling? Refiro-me a vender aos membros existentes algo al\u00e9m do que eles est\u00e3o pagando atualmente. Isso pode ser uma assinatura mais cara ou algum tipo de compra \u00fanica, como um e-book, um curso ou um servi\u00e7o.\r\n\r\nPara cada upsell que voc\u00ea oferece, \u00e9 imperativo oferecer o upsell certo para o membro certo no momento certo<\/strong>. Ou seja, voc\u00ea precisa saber quem s\u00e3o seus membros mais e menos engajados para n\u00e3o pedir a algu\u00e9m que precisa desesperadamente de cuidados para comprar outra coisa de voc\u00ea! Se voc\u00ea \u00e9 um usu\u00e1rio do MemberMouse, pode criar ofertas de upsell poderosas e perfeitamente direcionadas para seus membros com SmartTags<\/a>.\r\n\r\nThe absolute easiest thing to offer as an upsell is an assinatura anual<\/strong>. Annual subscribers have a far lower churn rate than those on monthly plans across the board with memberships, subscriptions, and SaaS businesses.\r\n\r\nAnnual plans can be especially profitable if your lifetime customer value is lower than the price of an annual plan. For example, if your average LCV is $400 (8 months at $50\/month), then selling an annual plan for $500 (12 months for the price of 10) is a smart move, and that's even before considering any renewals. Annual plans give you the opportunity to help you help your members receive more value from your membership product.\r\n\r\nIf you have the means to provide more value to a critical mass of your members, you could create a higher priced membership tier. That tier might include things like an exclusive discussion forum, special badges or recognition, access to additional content and perhaps increased access to you if you're functioning as the subject matter expert on your site.\r\n\r\nStandalone products such as ebooks, online masterclasses, special courses, and swag are just a few examples of offerings you can make to your members to increase their LCV. These standalone products could also be offered to your prospects as a way to position yourself as an authority in your industry space and get them used to spending money with you.\r\n\r\nStandalone services like one-on-one or group coaching and critiques of work related to your membership are awesome offerings if you have the demand from your members and the staff bandwidth necessary to execute them well.\r\n\r\nIf all of this sounds good in theory, but like a major technological headache, leverage the tools built in to your current tech stack to streamline upsells, keep track of KPIs, etc. Use Su\u00edte de relat\u00f3rios do MemberMouse<\/a> para monitorar sua taxa de rotatividade, o valor do cliente ao longo da vida, as vendas de produtos e muito mais. O MemberMouse tamb\u00e9m facilita o upselling com seu Links de compra com um clique<\/a>tamb\u00e9m conhecido como upsells de um clique.\r\n\r\n\"atrair\r\n

          Obter mais membros<\/strong><\/h3>\r\nProbably the most obvious way of all to increase your site's profitability is to bring more members on to your site. However, determining the best marketing mix for your membership site can feel like an insurmountable feat \u2013 especially if marketing and sales aren't in your wheelhouse.\r\n\r\nAs a marketer, you have a world of possibilities when it comes to where and how you market your membership. In the long run, it's mission critical for you to find the 2-4 most viable marketing channels for your membership.\r\n\r\nViable acquisition channels are both profitable (your CaC -Customer Acquisition Cost - MUST be lower than your LCV or you're dead in the water) and reliable (provides a steady stream of leads rather than it worked once but never again).\r\n\r\nHere's how to determine the most viable acquisition channels for your membership:\r\n
            \r\n \t
          1. Escolha um canal (um local para comercializar ou anunciar)<\/li>\r\n \t
          2. Realizar um teste<\/li>\r\n \t
          3. Avalie seus resultados para ver quais canais s\u00e3o de fato mais vi\u00e1veis<\/li>\r\n \t
          4. Repita o processo at\u00e9 encontrar os 2 a 4 canais mais vi\u00e1veis que o ajudar\u00e3o a crescer<\/li>\r\n<\/ol>\r\nBack to science class for a sec...\r\n\r\nJust like elementary school science, your test should have a hypothesis, defined parameters, and a way to assess your results. So, first, make an educated guess on what results you should expect from your marketing test. Second, define the scope of the test. For our purposes that can just include timeline and budget. Lastly, make sure you are able to assess success metrics when the test is complete.\r\n\r\nA do or die litmus test for a marketing acquisition channel, is \"can I assess my results when this thing is done, or is this a shot in the dark?\" If it's a shot in the dark, there are very few scenarios in which you should proceed.\r\n\r\nIf you pay more for customers than they pay your membership business, you will go bankrupt. The only way to know this is if you run tests with a predetermined budget, timeline, and then assess your results.\r\n\r\nAcquisition channels must be both profitable and reliable, and you won't know what those are unless you run the numbers. While this is at times soul-sucking work, it's foundational to having even moderate success, and absolutely imperative for scaling your membership.\r\n\r\nI hope you enjoyed this post. Stay tuned to the Blog do MemberMouse<\/a> para Parte 2: Aumentando a efici\u00eancia de seu site de associa\u00e7\u00e3o<\/a>.","protected":false},"excerpt":{"rendered":"

            Nesta postagem, analisamos as tr\u00eas principais maneiras de aumentar a lucratividade de seu site de associa\u00e7\u00e3o.<\/p>","protected":false},"author":15767,"featured_media":5092,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[81,64,35],"tags":[],"class_list":["post-4828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-membership","category-strategies"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/posts\/4828","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/users\/15767"}],"replies":[{"embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/comments?post=4828"}],"version-history":[{"count":1,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/posts\/4828\/revisions"}],"predecessor-version":[{"id":22142,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/posts\/4828\/revisions\/22142"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/media\/5092"}],"wp:attachment":[{"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/media?parent=4828"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/categories?post=4828"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/membermouse.com\/pt\/wp-json\/wp\/v2\/tags?post=4828"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}