The Membership Guys

Behind the Membership: ScottsBassLessons.com

One of the best ways to get insight, inspiration and ideas for your membership site is to take a look at what other existing membership owners are doing.

With that in mind we’ve created the ‘Behind the Membership’ series.

No two membership sites are the same and in this series we talk with people running successful memberships and take a sneak peek behind the scenes.

We’ll be taking a look at the joys, challenges, marketing tasks and day to day management involved in running a successful membership site. Think inspiration meets education!

This series will also highlight the different kinds of topics that can be turned into a membership (hint: pretty much anything!) and the multitude of different ways that a membership site can be run.

Today we’re looking at Scott’s Bass Lessons run by Scott Devine

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Tell us a little about your membership site…

My membership site focuses on bass guitar education, from the complete beginner through to the aspiring professional. It’s the worlds leading bass education site and has hours of free lessons, courses, live seminars and more.

How long have you been open for?

3 years and counting.

What have been your biggest challenges with the membership?

Pretty much everything except for creating the actual content. Tech issues, site builds, marketing, team building… it’s all been a challenge, but it’s all been fun too!

What do you enjoy most about running your membership?

The challenges that present themselves every day.

A membership site is like a living being – it’s not a standalone one off product, it’s something that develops over time in both the product itself, but also the community surrounding it.

How do you market your site?

Every which way! Content marketing on all the usual platforms, and we’re also tinkering around with Facebook ads too.

We have grown our YouTube following to 325,000 subscribers and in fact I started off building my audience by releasing free lessons on YouTube.

We now have 272,000 likes on our Facebook page too and have started doing regular Facebook Live sessions which seem to be working really well for attracting both subscribers and members.

It’s taken us years and a lot of hard work to reach our current follower and subscriber levels. We’ve put a lot of effort into marketing to enable us to establish ourselves as a market leader, but it’s all been worth it!

What are your goals for your membership?

We currently have around 13,000 annual members, and my goal now is to add 10,000 paying monthly members as well.

How do you manage your time and tasks for your membership?

I have a small team and all tasks are generally managed via Asana (project managment tool) to keep things organised and on track.

Do you outsource any membership tasks?

I have an internal team, but I also outsource certain tasks if it’s more of a one-off type task or project.

Tell us about a ‘day (or week) in the life’ of you as a membership owner

Simply put, I work… a lot.

I’m always trying to push what we do as a team and as an educational platform to the next level.

Each week I’m filming content for marketing purposes and for courses within the membership, managing the team, reaching out to other content creators to strike up future courses, and a thousand other little things that happen each week. It’s non-stop!

How has being a member of the Member Site Academy affected your membership site?

We’ve implemented heaps of great stuff from within the Academy… You guys rock!.

What one piece of advice would you give to people starting a membership?

Think about whether building a membership site is really right for you.

It’s very ‘in fashion’ right now to talk about recurring revenue, membership sites, SAAS products etc. My personal experience is that a membership site can be great – but for me, it is very different than selling a single product, or products. There can be a lot more work involved, especially if building an internal community within your membership is going to be part of your strategy.

Don’t get me wrong, I don’t want to put anyone off creating and building a membership site. I absolutely love it, and it suits my personality and my personal goals very well. I just think you should go into it with your eyes wide open, and have a very clear picture of your own goals – and by that I mean, it needs to be a lot more than “I want to start an online business“… “I want to make lot’s of money“. You can do that without starting a membership site – so what I’d recommend is making sure your own personal and professional goals allign with what it takes to run an amazing membership site.

 

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With over half a million aspiring bass players from beginners through to full time professionals following his lessons every month, Scott is the most widely followed bass educator in the world.

In 2010 he founded ScottsBassLessons.com which quickly became the largest educational platform for bass players on the web, and he quickly followed that up in 2013 by creating the SBL Academy which has since become the largest and most popular bass-centric educational community in the world.

He has taught thousands of students around the globe, lectured and spoke at multiple music schools and universities, and is constantly striving to take online bass education to the next level.

You can find out more about Scott at www.scottsbasslessons.com

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