{"id":5084,"date":"2019-04-11T13:13:27","date_gmt":"2019-04-11T20:13:27","guid":{"rendered":"https:\/\/membermouse.com\/?p=5084"},"modified":"2026-06-16T14:05:41","modified_gmt":"2026-06-16T18:05:41","slug":"otimizacao-de-sites-de-associacao","status":"publish","type":"post","link":"https:\/\/membermouse.com\/pt\/marketing\/membership-site-optimization\/","title":{"rendered":"Como otimizar seu site de associa\u00e7\u00e3o com sistemas inteligentes"},"content":{"rendered":"Este artigo \u00e9 a terceira e \u00faltima parte desta s\u00e9rie \u00e9pica sobre o exerc\u00edcio de seus m\u00fasculos de RGA (atividade geradora de receita) como propriet\u00e1rio de um site de associa\u00e7\u00e3o. O primeiro artigo<\/a> desta s\u00e9rie se concentra em como aumentar a lucratividade de seu site de associa\u00e7\u00e3o. O segundo artigo<\/a> is all about increasing the efficiency of the first four key systems of a successful membership site (you can see all eight systems below).\n\nIn this final article in the series, we're going to wrap up our conversation on how to create systems and automations to help run your membership site more effectively and efficiently.\n\nAs a quick reminder, there are two key elements of systems and automations:\n
    \n \t
  1. Cria\u00e7\u00e3o de documentos de processo<\/li>\n \t
  2. Delegar tarefas repetitivas a uma ferramenta on-line ou terceiriz\u00e1-las a um assistente, freelancer, etc.<\/li>\n<\/ol>\nLembre-se de que se o custo para automatizar ou terceirizar um processo exceder o lucro que voc\u00ea obteria sem<\/em> geralmente n\u00e3o \u00e9 uma boa ideia. Se voc\u00ea s\u00e3o<\/em> able to employ a person or certain automations to run parts of your business while allowing you to remain profitable, go for it!\n\nI've broken membership site management in to 8 key areas where automations and systems can be implemented. This article will cover systems 5-8. If you missed Parte 2<\/a> desta s\u00e9rie, este artigo far\u00e1 muito mais sentido se voc\u00ea o ler primeiro.\n

    Aqui est\u00e3o os sistemas:<\/strong><\/h4>\n
      \n \t
    1. Marketing<\/li>\n \t
    2. Nutri\u00e7\u00e3o de leads<\/li>\n \t
    3. Integra\u00e7\u00e3o<\/li>\n \t
    4. Rastreamento de engajamento<\/li>\n \t
    5. Content creation & delivery<\/li>\n \t
    6. Gerenciamento da comunidade<\/li>\n \t
    7. Sucesso do cliente<\/li>\n \t
    8. Gerenciamento geral<\/li>\n<\/ol>\nJust like the systems that work in tandem to run your human body and keep you healthy, you need systems in your membership business in order to function, thrive, and even scale! All these systems work with and rely on the others to help you reach your goals and keep your sanity as an entrepreneur.\n\nIf you're ready to up level your membership site this year, put on your game face and let's dive in!\n\n\"descobrir\n

      Cria\u00e7\u00e3o de conte\u00fado<\/strong><\/h3>\nUma das reclama\u00e7\u00f5es mais comuns que ou\u00e7o dos propriet\u00e1rios de sites de associa\u00e7\u00e3o \u00e9 minha consultoria<\/a> is how labor and time intensive it is to create new content for their members month after month, year after year. Sound familiar?\n\nFinding the right balance of content for your paying members and then creating systems for content production will go a long way toward running a low(er) stress membership site and keeping your members happy.\n\nAnd given the breadth of topics covered on membership sites all over the web, there's no one-size-fits-all answer to the question of how much content you should be producing. There is often a fine line between not enough vs. too much content depending on the nature of your membership site and the expectations of your members.\n\nIf you are running a site full of hobby hungry retirees with a lot of time on their hands, you're going to need to feed that need. However, if you're teaching business skills to single parents who are scrambling to keep their heads above water while trying to squeeze in time for your site, you need to err on the side of caution so you don't overwhelm your members to the point where they give up.\n\nHowever, by keeping a tight pulse on the health of your site through KPI tracking (especially churn rate), engagement tracking, community participation, and surveys, you should be able to create a content calendar that is tenable to your audience and manageable for you.\n\nGoogle Analytics and any reporting data on content consumption will be your best friends here as well. Get into the data and see what people are watching, reading, listening to, and participating in to see what's popular and what's superfluous. Keep an especially close eye on your overall site engagement, churn rate, community chatter, and content consumption as you make changes.\n\n\"criar\n

      Como criar conte\u00fado que seus membros v\u00e3o adorar <\/strong><\/h4>\nSurvey paying members to keep your ear to the ground, so to speak, and adjust your content strategy accordingly. Talk to your power users and get them to weigh in on your content strategy: the frequency at which you should release it, the medium in which they like to consume it (video, audio, text, other), and the contents of what you're releasing. Exit survey responses should also be considered when deciding on the amount and types of content you need in order to reduce churn.\n\nSet accurate expectations up front of what your members can expect to get when they're learning about your site and what you have to offer. If you tell them exactly what to expect and they indicate they're good with that, (by paying you...) you're off to a great start!\n\nThat's not to say you can't make changes over time, you just need to create buy-in from your members and adjust marketing messages before doing so.\n\nOnce you find your \"sweet spot\" \u2013 that perfect place between too little and too much content \u2013 you have the opportunity to delight your customers with anything extra you bring to the table. I'll say it again: underpromise, then overdeliver = delighted customers and brand evangelists for your membership, aka power users!\n\nAnd though you're the topic expert\/celebrity on your site, consider allowing others to produce guest content, provided of course it's highly relevant and useful to your members.\n\nMake a list of topic experts you can interview for a podcast, provide a guest article for your site, co-host a webinar with, or even create a workshop or course for your site in exchange for some level of access to your members. I feel certain there are experts out there looking to build their email list who would want to provide serious value to your members in exchange for some level of access to them.\n\nIt's worth saying that you must set boundaries and expectations up front of what your guest content will need to look like and the level of promotion for the guest's product or service that will be allowed. A relevant mention in an article and an opt-in opportunity for a lead magnet is commonly accepted.\n\n\"redirecionar\n

      Work Smarter & Repurpose Your Content<\/strong><\/h4>\nAqui est\u00e1 outra dica r\u00e1pida para n\u00e3o se estender demais (e, ao mesmo tempo, atingir todos os estilos de aprendizagem poss\u00edveis): Grave todo o seu conte\u00fado em v\u00eddeo,\u00a0fazer a transcri\u00e7\u00e3o<\/a>, and then extract the audio.\n\nHaving your content 3 ways makes it easy to repurpose as well. For instance, if you speak at a trade show, conference, meetup, or a small business association, make sure that that talk gets recorded so you can best utilize the video, audio, and text of that talk.\n\nThat same tactic can be applied to any guest content that you produce for other publications: get permission to use the content for your own site, or even use it to inspire a spin-off workshop or course within your membership.\n\nOn the topic of repurposing content, if you align your content strategy inside your membership with your promotional\/content marketing calendar, you can make your job significantly more efficient! The key is to batch create content for your membership, then strip down certain pieces for your blog, podcast, YouTube channel, and so on.\n\n\"Aprenda\n

      Escolha qual conte\u00fado deve ser gratuito ou pago<\/strong><\/h4>\nPara fazer isso bem feito, concentre-se em uma estrat\u00e9gia de conte\u00fado gratuito versus pago. A maneira mais f\u00e1cil de criar conte\u00fado gratuito cont\u00ednuo e novo \u00e9 usar O pessoal da associa\u00e7\u00e3o<\/a> abordagem: remover o o que<\/em> e o por que<\/em> do conte\u00fado, mas deixe o como<\/em> portion of the content for your paid members only. Then you can point your free readers to the problem's solution, which is inside your paid membership.\n\nFor example, if your membership teaches people how to build their own email lists, let your non-member readers know o que<\/em> isso significa e por que<\/em> \u00e9 importante, mas explique como<\/em> to build the email list inside of your membership site, behind the paywall. It\u2019s critical to offer a lead magnet opt-in form on each piece of free content so you have the opportunity to capture and then strategically nurture leads via an automated email campaign.\n\nOnce you have an understanding of how much and what types of content to produce, you need to land on a free vs. paid content strategy. Then, create a robust content calendar. If you haven't done this before, start with a loose outline of what you're going to produce and publish over the next quarter. Work backwards from there to determine how you're going to coordinate that content and who all needs to be involved in its production.\n\n\"saiba\n

      O segredo mais bem guardado de um criador de conte\u00fado eficaz<\/strong><\/h4>\nThen set aside a dedicated chunk of time at regular intervals (one to two per week ongoing) to batch produce and schedule the release of that content. Just as with every other system you set aside time to manage, you need to treat these content planning and production times as sacred \u2013 they are not to be interrupted or scheduled over.\n\nAnd do yourself a huge favor and start creating cheat sheets (process documents!) on how to schedule out and batch produce your content. Refine these over time for maximum efficiency and employ automations and delegations as necessary. If you use the content stripping method I described above for your marketing efforts, include your methodology and step by step instructions for doing so on your PD, too.\n\nWhen you batch produce content your ability to take advantage of automations<\/a> increases as well. You can schedule emails to be sent, blog posts to be published, podcasts and videos to be released, courses to unveil, and so on.\n\nFind a content production rhythm that works for and excites you. You started your membership site, at least in part, because of your enthusiasm for the topic you're teaching \u2013 so enjoy your time actually teaching it! If you can get yourself off of the content production hamster wheel and create appropriate systems, process documents, and automations, this should be a fun part of your job and relieve a lot of stress.\n\nOk! We've covered our first system. Up next is Gerenciamento da comunidade<\/strong>.\n\n\n\n\"dicas\n

      Gerenciamento da comunidade<\/strong><\/h3>\nOnline communities within membership sites can be one of the most valuable features of a site to its members and one of the most effective retention strategies to employ as the site owner.\n\nMike Morrison has this great phrase with so much truth behind it, often on a membership site \"people come for the content and stay for the community.\" Some type of group interaction like a forum or Facebook Group can be the differentiator between a membership site where people show up, consume the content, and churn before the 90-day mark, verses those who stick around for many months or even years because of the value and relationships they're getting from that group interaction.\n\nGranted, an online community is neither valuable nor appropriate in todos<\/em> mas esses s\u00e3o frequentemente a exce\u00e7\u00e3o<\/a> rather than the rule.\n\nAt the outset, running an online community requires a great deal of intentionality, time, and cultivation. Starting a community is not a decision that should be taken lightly, but when done well, the benefits far outweigh the costs.\n\nWhether you have an existing community or are thinking of creating one, begin with the end in mind. Meaning, cast a vision for what a successful community would look like within your membership offering and work backwards to create your strategy for bringing that vision to life. Write down what your ideal membership community would look like: What kinds of discussions would happen there? How will participants get the most value from it? What does a \"successful\" community look like in my mind?\n\nOnce you have a broad vision of your ideal community, start asking yourself: How can I write out rules and guidelines for participation so that my vision can come to fruition over time? How do I get new members to feel comfortable participating? How much would I like to personally participate? Who else could help me implement my vision? What would I need in terms of content moderation? How much discussion would I need to seed in the beginning and as time goes on so the community doesn't look like a ghost town?\n\n\"integre\n

      Defina as expectativas corretas para os novos membros <\/strong><\/h4>\nAs with every part of running your site that involves prospective and current members, proper expectation setting from the get-go will save you many headaches. Your marketing should reflect your community accurately. Hopefully that means a kind, welcoming, helpful bunch of people who are invested in each other's success. Then, during the onboarding process, make sure you get your community's rules and guidelines in front of, and ideally agreed upon, by the new member when they create their user profile. On an ongoing basis, it's your responsibility to enforce those rules (yourself and through moderators) and cultivate the community you cast the vision for from the beginning.\n\nWhen a new member scans through member discussions, the attitude of the community should reflect how it was advertised. If you have welcoming forum participants, your new members will be far more likely to jump in without fear of being berated and embarrassed.\n\nIf you have an established community that needs some work, changing the culture can be tricky, but it's certainly doable. If you suddenly start clamping down with a bunch of new rules, that might be really disruptive and not accepted by current participants. Positive changes will likely need to be phased in over time very strategically. Start interacting more yourself, seed discussion, and work with some of your positive, influential community members to adopt your new vision and be change agents for others. Community curation is a long-term play. Cast a vision and get others to help you implement it to stay on track.\n\n\"defina\n

      Crie uma vis\u00e3o para sua comunidade<\/strong><\/h4>\nProvavelmente, n\u00e3o \u00e9 nenhuma surpresa que a primeira parte da cria\u00e7\u00e3o de sistemas para sua comunidade on-line seja definir uma vis\u00e3o para ela e<\/em> write it down. This may seem silly, but as soon as you start to bring on moderators and delegate some responsibilities, this vision document will come in handy.\n\nNext, set forth rules and expectations for community participation based on your vision statement. Write these down and get all participating community members to agree to follow them. Include what happens when rules are broken \u2013 even eventual dismissal from the membership.\n\nNow start your process document which will outline in detail things like: how often you participate and what kinds of discussion you engage in, how and what kinds of conversations are seeded, moderation rules, what time zones you need moderators in, how you want your moderators to interact, how you will encourage (through onboarding and beyond) your members to be active community contributors, any relevant technical details, and so on.\n\nIt might seem ridiculous to write this all out, but the reason is twofold: so you have a decision making framework from which to refer so you can run your community in a way that aligns with your original vision, and so you are able to delegate tasks more easily in the future.\n\nIf you need to seed discussion in your community, here are a few ideas on how to do that:\n
        \n \t
      1. Se sua tecnologia permitir, fa\u00e7a com que um t\u00f3pico de discuss\u00e3o seja iniciado automaticamente em seu f\u00f3rum para cada conte\u00fado que voc\u00ea lan\u00e7ar. Dessa forma, todas as conversas relacionadas a esse conte\u00fado estar\u00e3o no mesmo lugar, mesmo para futuros membros.<\/li>\n \t
      2. Durante a integra\u00e7\u00e3o, pe\u00e7a aos novos membros que iniciem um t\u00f3pico de progresso para si mesmos. Tenha um f\u00f3rum espec\u00edfico em sua comunidade para esses t\u00f3picos individuais para que eles n\u00e3o atrapalhem outras conversas e garanta que voc\u00ea e seus moderadores estejam lendo esses t\u00f3picos, incentivando os membros e fornecendo conselhos quando apropriado. Se os membros estiverem acompanhando o pr\u00f3prio progresso, ser\u00e1 f\u00e1cil provar o valor da associa\u00e7\u00e3o, pois voc\u00ea ter\u00e1 uma maneira muito tang\u00edvel de ver o quanto cada pessoa avan\u00e7ou desde que se associou.<\/li>\n \t
      3. Pergunte com o que as pessoas est\u00e3o tendo dificuldades em rela\u00e7\u00e3o ao seu t\u00f3pico de associa\u00e7\u00e3o. Isso serve como um \u00f3timo lugar para voc\u00ea obter novas ideias de conte\u00fado e abordar \u00e1reas problem\u00e1ticas de frente.<\/li>\n \t
      4. Pe\u00e7a a cada novo membro que se apresente em um f\u00f3rum especial exclusivo para apresenta\u00e7\u00f5es. Certifique-se de que os membros da equipe estejam dando as boas-vindas a esses novos membros de forma proativa e pe\u00e7a a outros membros da comunidade que tamb\u00e9m o fa\u00e7am.<\/li>\n<\/ol>\nCom rela\u00e7\u00e3o \u00e0 sua participa\u00e7\u00e3o pessoal, \u00e9 bom definir expectativas precisas sobre a frequ\u00eancia com que voc\u00ea participar\u00e1 diretamente da comunidade do f\u00f3rum de discuss\u00e3o. Portanto, se voc\u00ea estiver na comunidade dia sim, dia n\u00e3o, as pessoas esperam que voc\u00ea esteja l\u00e1 dia sim, dia n\u00e3o, 24\/7\/365. As pessoas o tratam da maneira que voc\u00ea as ensina a trat\u00e1-lo. Portanto, se a expectativa que voc\u00ea est\u00e1 estabelecendo \u00e9 que voc\u00ea sempre<\/em> estar no f\u00f3rum, espera-se que voc\u00ea cumpra isso, o que n\u00e3o \u00e9 sustent\u00e1vel a longo prazo.\n\n\"apoie\n

        Como estar presente para seus membros<\/strong><\/h4>\nIt's likely that a lot of your members joined your site to be able to interact with you directly, so you need to show up, but as with every other task you need to repeat regularly, set aside time to be active in your community and stick with it. It's distracting and highly inefficient to jump from one task to another, effectively putting out fires all day. Being reactive in your business instead of proactive comes with a high cost.\n\nIf you have people on your team who can speak intelligently about your membership topic, assign those people days and times (cover all relevant time zones) where they are in the discussion forum, paying attention and actively responding to members' questions. Having staff members, a VA, a trusted sub-set of members, and\/or moderators able to engage with the community on your behalf is necessary for sustainable growth and a vibrant community.\n\nAgain, follow the steps above take the time to create a PD for explaining your approach to curating the community. This process document will allow you onboard new moderators, a membership or community manager, or any other necessary staff member with relative ease.\n\nThere aren't too many automations to be had for community management \u2013 it's a lot of hands-on work. However, ensure you can tag individuals within conversation threads and receive notifications for those and that you can automatically have a discussion thread created for each relevant content piece you publish.\n\nA successful membership community is one reflects your vision, is active, and clearly fosters a group dynamic of encouraging and helping each other. Creating a PD and applicable automations will position you to delegate, scale, and stay sane.\n\nWe're moving right along! Next let's take a look at Customer Service & Success<\/strong>.\n\n\"dicas\n

        Customer Service & Success<\/strong><\/h3>\nCustomer Success systems are the means by which you help your members achieve the success you advertised. You start setting expectations of what results your members can expect to get with your marketing messages. When you have a prospect, who decides they'd like to trade their money for those results, it's your responsibility to do everything within reason to help them succeed.\n\nSet up automated processes through your onboarding and ongoing customer management to truly deliver on the promises you made to your members when they were considering joining your site.\n\nFollow the steps I recommended in my segundo artigo<\/a>\u00a0in this series to create a stellar onboarding sequence \u2013 this is your first opportunity to help your new member get value from your site.\n\nIt\u2019s worth noting that engagement tracking truly falls under the umbrella category of Customer Success, however, it is such a broad and important topic that it deserves its own System, which you can find in article #2 of this series. I won\u2019t mention engagement tracking again within this section, but know that it is vitally important to customer success. Put the processes and automations in place recommended in the engagement tracking section in the previous article for best results.\n\nOne key component to ongoing customer success is to create a culture where feedback is not only accepted, but carefully considered and when appropriate, acted upon. Set the expectation during your onboarding sequence that you and your staff are just an email, online chat, or even a phone call away to help remove roadblocks to member success. Reinforce that attitude through your online community interactions and on a one-on-one basis.\n\nWhenever you speak with a customer, have empathy, show kindness, apologize when necessary, and be solution oriented. If you have an upset customer, treat that as an opportunity to delight them! If that member\u2019s experience is so overwhelmingly positive when they approach you for help, they'll actually be a happier customer than before they had the problem.\n\n\"pedir\n

        Pe\u00e7a a seus membros um feedback honesto<\/strong><\/h4>\nSurveying your current members one to two times per year is absolutely necessary. This furthers your culture of feedback and will likely turn up some useful information. I like to ask a few multiple-choice questions regarding content, the community, and overall experience for ease of data aggregation, but also offer a section for freeform feedback, whether positive or negative. A survey shouldn't take longer than 2-4 minutes to complete and make sure you thank people after they take it.\n\nWe recommend surveying different segments of your members based on their engagement level with your site. You will want to ask your power users different questions than you would your least engaged group. The least engaged group is far less likely to participate in a survey in the first place, so consider simply saying via email, \"You are a valued member of our site and I want to help you succeed here. What problems or technical issues are keeping you from using the site more regularly? I'm here to help, please hit reply and let me know what we can do for you.\"\n\nIt's smart to ask your power users for referrals on a regular basis, again once or twice per year is appropriate. You can offer an affiliate program, special offers for each the referrer and referred if you like, but your happiest members are likely to provide referrals for free if you just make it easy for them. To do so, provide an email template or simple sell sheet with a special offer (discount or add-on benefit) that current members can email or text to a friend who might be interested in your site. Make that offer time or spot limited to encourage quick action. And most importantly, don\u2019t forget to realmente perguntar<\/em> para as indica\u00e7\u00f5es. O simples fato de disponibilizar essas ferramentas de vendas em seu site n\u00e3o \u00e9 suficiente para motivar a a\u00e7\u00e3o em 99% das vezes.\n\n\"estrat\u00e9gias\n

        Uma estrat\u00e9gia de suporte ao cliente para sites de associa\u00e7\u00e3o<\/strong><\/h4>\nUsing a purpose-built tool for support tickets and the overall customer service experience is hugely important with regard to systems, processes, automation, and delegation.\u00a0 Using your Gmail account to handle support tickets is inefficient and unscalable.\n\nWe love HelpScout and highly recommend them, but no matter which service you use, it should be a purpose-built tool for customer service. A tool like HelpScout allows you to create attractive help documentation, live chat support, sophisticated reporting and more. Use a customer service tool to create templates and other helpful resources so you can delegate your customer service at some point.\n\nOne of the most successful, yet simplest customer success tactics we've seen employed by a number of membership sites is to send out a weekly email to your members with the aim of building excitement around your service and drawing people back on to the site.\n\nThat email should include a warm greeting, highlight recently released content, popular community conversations, upcoming content, and occasionally a quick member success story. Get a template in place with your email service provider and set aside time each week to create this email. Test different copy, content, and send times until you reach optimal open and click through rates. Refine a PD for this weekly email over time and delegate the task to a VA or staff member.\n\nProper expectation setting, creating a culture of feedback, surveying, using a customer service tool, and keeping tabs on member engagement are foundational to customer success. Your members joined your site to achieve some sort of outcome \u2013 it's your job to pave the way for them to get there and feel successful. Create PDs for every piece of this puzzle for efficiency, scalability, and sanity.\n\nThat's three systems down and one to go! Gerenciamento geral<\/strong> \u00e9 o nosso sistema final.\n\n\"dicas\n

        Gerenciamento geral<\/strong><\/h3>\nEssa categoria servir\u00e1 como um apanhado de tudo o que n\u00e3o estiver coberto pelos sistemas descritos acima. O acompanhamento de KPIs (indicadores-chave de desempenho), sua pilha de tecnologia, finan\u00e7as e gerenciamento da equipe fazem parte da administra\u00e7\u00e3o de um site de associa\u00e7\u00e3o bem-sucedido.\n\n\"principais\n

        Membership Site Metrics & KPIs<\/strong><\/h4>\nH\u00e1 alguns KPIs que voc\u00ea precisa monitorar regularmente para otimizar o desempenho e a lucratividade do seu site. A maioria dessas m\u00e9tricas pode ser facilmente rastreada e monitorada com o MemberMouse's Su\u00edte de relat\u00f3rios avan\u00e7ados<\/a>.\n