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EPISODE DESCRIPTION & RESOURCES:

Feeling like you’re always selling to the same people every time you launch your membership?

In this episode of Membership-Driven Business, we’re talking about how to create a visibility plan that helps you bring fresh leads into your world consistently, so your membership has more chances to grow all year round.

You’ll hear about:

Why recurring revenue depends on year-round visibility (not just launch pushes)
The four-part visibility plan I recommend for most membership owners
The difference between “discovery” and “nurture” platforms, and why you need both
Client examples showing how unique (and effective) your plan can be
How to choose the right visibility actions for you

This episode will show you a doable way to expand your reach, grow your list, and take a more strategic approach to membership growth.

Click above to listen, or keep scrolling to read the article below ⬇️

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PREFER TO READ? HERE’S THE TRANSCRIPT:

If You’re Launching to the Same List Over and Over Again… Read This:

When I was working on high-stakes launches for my membership clients, one of the biggest things I knew would impact their results was their visibility in the lead-up to the launch.

By visibility, I mean: what were they doing to actively grow and nurture their audience?

Were they getting the right people into their world and warming them up so that, when the doors opened, people were already thinking about joining?

When this wasn’t happening, a common symptom was the feeling that they were just launching to the same group of people again and again.

For clients with larger memberships, it was typical to invest in ads six to twelve weeks before a launch: sending people to a freebie, a lead magnet, a webinar or a video series.

But from around 2022–2023, the ads managers & media buyers I worked with on launches began to say things like:

“You need a longer runway. You should be building your audience and nurturing them all year round. Not just when you’re about to launch.”

Some clients took that advice.

Some didn’t.

But the ones who did are the ones finding it much easier to grow their memberships today.

Do You Have a Visibility Plan for Your Membership?

Not just for your business, but specifically for your membership?

The reality is if you want to grow recurring revenue year-round, your membership needs year-round attention.

That means you can’t only think about visibility in the lead-up to a launch or during a promo.

You need a plan to bring in the right people at the right time, and warm them up so they’re ready when you make the offer.

That’s what today’s episode is about.

First, a quick recap:

The Three Bottlenecks That Stop Membership Growth

In Episode 19 of the podcast, I talked about the three areas you need to focus on to grow your membership:

Visibility: Are you getting enough new people into your world?
Nurture: Are you warming those people up and building trust?
Sales:Are you running effective campaigns and making offers that convert?

If your membership isn’t growing, it’s usually because there’s a bottleneck in one of those areas.

This post focuses on the first one: visibility.

Because if your list isn’t growing, it’s time to revisit your plan.

This Might Seem Basic… But That’s Probably Why You’ve Been Neglecting it!

Some of what I’m about to share with you might feel like a reminder of something you know you should be doing, but haven’t been — simply because there are a hundred other things competing for your attention.

But this is so foundational.

If you want to grow your membership sustainably (and escape that two-steps-forward, one-step-back pattern of growth) your visibility plan needs and deserves your focus.

So as you listen, just stay curious.

Ask yourself:

Have I really been applying this consistently?
Where have I gotten stuck before?
Is it time to revisit this with fresh eyes?

This is a big reason why so many of my Gameplan clients see traction: they come back to this work, prioritize it, and get it in their calendar.

Let this be a nudge to do the same, whether it’s your first time or your fiftieth.

But… What if My Membership is Already Very Established?

If you’ve already done a lot of work on your visibility and your membership is more established, maybe even multi-six or seven figures, this episode is still for you.

Because the platforms that used to work for you might not be working as well as they used to.

And as you scale, you start building a team, outsourcing content, and letting go of the day-to-day visibility tasks.

This is helpful, but it can also create a gap. You might feel a few degrees removed from your audience, and from your own creative process too.

If you have an established membership and you’ve already done the visibility work, but it feels like your results are waning, reflect on this:

Where do I want to reconnect with my audience?
What kinds of conversations do I want to start for this moment, this season?
What content am I inspired to create?
Where am I willing to go back to being a beginner?
What new experiment can I try?

Consider this your invitation to get back into the creative seat, and find new ways to connect with the people you’re here to serve.

Keep this in mind as you listen to today’s episode and see what ideas it sparks for you.

You Really Only Have Two Options

If it feels like you’re always launching your membership to the same list, you can:

Grow your audience
Use new angles to sell to the audience you already have, so they have new reasons to buy

And ideally, you’re doing both.

When I work with my clients to plan mini-launches throughout the year, we’re always looking for new angles they can use to keep their promotions fresh.

This often means highlighting things like:

A new feature or piece of content in their membership
Member success stories or case studies
Special events happening inside the membership

This allows you to promote the same offer in fresh ways, without re-inventing your launch or your sales assets from the ground up.

But today, I want to talk about the visibility side of the equation: how to get more people into your world. You can’t skip this part and expect your sales not to suffer.

The Four Visibility Buckets For Your Membership

Here are four places you can focus to grow your audience:

1. Organic Social

The content you share that gets picked up by algorithms: on Instagram, TikTok, Threads, etc.

Pinterest might also fit here, especially if you have a B2C or hobby-focused membership, or anything that lends itself well to visuals.

2. Paid Social

To do this well, you need to know:

Your lifetime customer value
Your budget
Your metrics

Yes, it’s scary to spend hundreds or thousands on ads on a low-cost membership offer, but if you know your average member is actually worth several hundred dollars in lifetime value, the math can work out.

Either way, don’t run ads until you’re solid on your key membership metrics.

Many of my clients who are running their membership at scale (six-figures annually or more) are running paid aids into smaller products that bridge into their membership.

3. Search-Optimized & Long-form Content

Think blogs, podcasts, YouTube: content people can search for and binge once they find you.

Even if SEO takes time to pay off, long-form content gives your audience something to dig into and understand how you think.

It can nurture people into becoming members, which is why I love it when my clients have a long-form platform where they can really showcase that they know their stuff.

4. Borrowed Audiences

Collaborations, podcast guesting, lead magnet swaps, co-hosted webinars, guest teaching on other people’s platforms and inside private communities.

This can also include speaking on stages, whether virtual or in-person.

Borrowed audiences are especially valuable if you’re early-stage or charging premium prices, where personal recommendations matter more.

As you read this list above, ask yourself:

Which of these four visibility strategies are you drawn to?

What are you already experimenting with?

And what could happen if you went all in on just one for the next 90 days?

Where People Get Stuck With Visibility

Here’s what I see often:

They try all four and burn out.
They pick one, but never put it in their calendar.
Or they set up the assets (a landing page, a lead magnet), but don’t follow through on the actions required to get it out there, test it, and improve it over time.

So they get to the end of the year unsure what worked, feeling tired and disheartened.

The solution:

Know The Difference Between Visibility Assets and Visibility Actions

There are two parts to every visibility plan:

Assets: the one-off things (e.g. lead magnets, landing pages, welcome emails, pitch templates)
Actions: the ongoing effort (e.g. posting content, sending pitches, following up, checking metrics)

Without both, you never get the momentum you need to know if a visibility strategy is right for you.

The same way your membership has weekly or monthly delivery commitments, your visibility plan needs regular time in your calendar, too.

This is something we focus on heavily inside The Gameplan Intensive.

First, we take stock of what you already have and identify the assets that can be reused or updated with a few tweaks.

You’ll leave with a list of exactly what you need to create or refine, so you’re not spinning your wheels guessing what to do next.

We also figure out the ongoing actions you’ll need to practice to get your visibility assets found by people, and make sure those are in your calendar too.

How to Choose the Right Visibility Strategy for Your Membership

Here’s where to start:

What are you excited to try?
Where do you already have momentum?
What are you curious to learn?

This might mean:

Testing out ads for the first time
Committing to a podcast you’ve been meaning to start
Doing a round of podcast guesting
Getting serious about collaborations or lead magnet swaps

And then, choose:

One nurture platform (to deepen trust with your existing audience)
One discovery platform (to help new people find you)

Make It Measurable

I’m less interested in seeing your follower count grow than I am in seeing people opt-in for your email list.

It’s why I ask all of my clients to set a list-growth goal once we’ve defined the visibility actions they’re going to commit to, and the assets they’ll be creating.

Make some decisions and give yourself something to aim for.

Get clear on:

The assets you’ll need to create
The actions you’ll take weekly to get yourself out there
How you’ll track what’s working

Your Next Steps

Your membership already takes consistent effort to deliver.

That effort deserves to be rewarded with consistent growth.

So if audience growth has been on the backburner (either because you’ve been busy, distracted, or unsure what to try) this is your nudge!

Choose one experiment, commit for a quarter, and get it on your calendar.

You’ll be amazed by what can change with just 90 days of focus.

If you want help figuring out what that should look like and how to make it doable alongside everything else you’re managing, check out the Gameplan Intensive.

Here are some examples of what my clients are experimenting with:

One client, with her visibility gameplan in hand, is now pitching 10 new platforms every quarter—and she’s actually following through for the first time.
Another is thriving with lead magnet swaps and hosting her own virtual summits twice a year.
A third is growing steadily through YouTube videos that continue to get discovered by new viewers.
Others are blending Pinterest, blogs, and lead magnets to drive fresh leads into their nurturing sequence.

Inside the Gameplan Intensive, I’ll help you identify your best-fit visibility and nurture platforms based on your membership goals, your bandwidth, your interests, and where you already have momentum.

You’ll walk away with a realistic visibility plan that plays to your strengths and helps you grow your recurring revenue.

Reach out and let’s chat about whether a Gameplan is right for you.

I’d love to help you grow your membership in the year ahead.