Fractional CMO Services for a Health & Wellness Membership
PROJECT: CMO Partnership
6 month progress report
QUICK RESULTS OVERVIEW:
Membership increased by 214%
Grew membership by 102 members in 1 1/2 weeks (during price increase launch strategy)
Increased email click-through rate by 1%
Saw a 12% increase in conversion from updated sales page
PROJECT OVERVIEW:
I first started working with Madison in January 2023 where I helped build her entire marketing strategy for her group membership. (Check out that project here!) Then in October 2023, she brought me on as her Fractional CMO and we’ve been working together for the last 6+ months refining her strategy, optimizing for conversion, and creating new marketing plans and campaigns. Here’s what we’ve focused on so far:
Overhauled email marketing strategy
One of the first tasks we undertook in our engagement was to overhaul Madison’s email marketing efforts. She had a copywriter helping her but she wasn’t happy with the results and wanted me to take a look. What I found was that her emails didn’t sound anything like her. You see, Madison is extremely active on social media so her audience knows exactly what she naturally sounds like so when her emails weren’t in her own voice, they weren’t as effective as they could have been or providing the level of value she typically does on social.
With that, we came up with a simple plan to repurpose her content for her emails so they could sound more like her and would strategically lead her audience into conversion.
The first email after we changed the strategy saw a click-through rate of 4%, when she was only averaging 1% prior to our strategy.
We’ve also been focused on revamping her funnels to increase conversion as well.
Built our 2024 messaging
I also assisted Madison with mapping out her 2024 messaging so we could strategically leverage her content and messaging throughout the upcoming year.
The focus was on identifying various “events’ that affect her target market and when to start talking about each of those events to provide resources to her audicence and help promote her membership.
Brand development and messaging plan for her proprietary method
Another part of her messaging strategy was helping build out a brand and messaging plan for her proprietary method she’s developed to use with her 1:1 patients as well as within the membership.
I helped identify how to best present this throughout her website including on the membership page, creating it’s own page with the science-backed evidence that supports the method, and how to talk about it in her marketing.
Creating a brand for her method helps provide an additional sense of authority for her that sets her apart from her competitors so this was an important foundation for us to lay before we overhauled some of her other marketing efforts.
Created a retention plan
One issue Madison was facing with her membership was a higher churn rate than she’s ideally like. This meant that she was constantly having to bring new members in to replace any she lost, making it difficult to grow her revenue.
Because of this, we knew we needed to come up with a retention plan to counteract this. Along with her coach, Madison decided to slightly change her pricing structure (more on this a little later) but our plan consisted of:
Creating a 6 month email sequence that would create more of a personalized experience that walked members through the first 6 months. We know consistency is critical for her target market to see results from the membership and often people dropping off were the ones not being consistent. This email sequence was designed to help remind them and hold them accountable so they could start to see the results they desire.
Setting up a discount code to entice them to stay. We know her target market is very budget-conscious and this is often a reason (along with not being consistent) that people cancel their membership so we’re testing this out to see if it helps with retention.
Price increase plan and launch strategy
Along with her coach, Madison wanted to not only increase the price of her membership but she also wanted to adjust the time commitment of the membership to help with retention. However, because we know her target market is extremely budget-conscious, we knew we needed to be really strategic in this move. This included:
Revisiting her competitive analysis
Overhauling her sales page
Creating a launch plan
Our launch plan was to essentially get as many people into the membership as possible prior to the price increase and she actually added 102 new members in a week and a half launch timeframe.
Learn more about this entire strategy here.
Overhauled sales page
As a part of the price increase launch strategy, we completely overhauled her sales page based on the competitive analysis.
I created a wireframe for her to follow when updating the website and this also gives her a good framework to use when actively marketing her membership on social media, her email marketing, etc. so she’s creating a consistent message and frequently reminding her audience how much value they get in the membership as well as how effective her method is through various social proof.
A few key factors I wanted us to highlight:
Everything people get in the membership (this was not highlighted before)
Her proven method backed by science and why it’s so effective
Social proof: Adding how many people are already in the membership and statistics on when people can expect to see results
How the price of her membership compares to other practitioners and memberships
With the changes to her website, we’ve seen a 12% increase in conversion.
UPCOMING MARKETING PLANS
Summer is traditionally slower for Madison so we’re now focused on creating strategic marketing campaigns to help keep the momentum going from the price increase launch.
I’m excited to see where the next 6 months take Madison’s business!
“I love working with Mallory! She’s been an amazing resource for all of my questions via Slack, and our biweekly calls have been incredibly direct and helpful. We always find specific things to talk about and ways to improve my marketing and sales funnels. I want to continue to grow and grow my company, and we are projecting bigger numbers each month; I can’t wait to continue to reach my sales goals with Mallory on my team!
Mallory is a priceless investment.”