8 things you can do to convert registrants (non-paying subscribers) to paying subscribers to grow

It’s fascinating just how much faster things move in a mostly digital world. Meetings done via web calls seem shorter and snappier, events and training courses are compressed into hours rather than days, and marketing campaigns are being planned and executed at lightning speed.

‘Hacking’ has become a buzzword again. Marketers are being asked to make ‘short cuts’ and ‘quick wins’ to deliver a rapid and strong return on what is often a low marketing investment.

Growth marketing hacks are certainly being sought in the world of B2B subscriptions. From the work MPG has done in the B2B media community, there is no doubt that subscriptions are an important growth area and – without much additional marketing investment – have also been growing faster than pre-COVID-19 times. But with so much competition from free online content, how will this growth be maintained?

Two key things marketers can and should do to maintain and ideally further?accelerate strong subscriptions revenue growth?are:

1. Identify the prospective subscribers likely to deliver revenue fastest – with least effort and expense.
2. For this group of prospective subscribers: optimise every step of the customer journey to convert them to paying subscribers.

The obvious place to start is with your most engaged ‘free subscribers’ – usually people who have subscribed to a newsletter or access to some free content on your site, and are regularly consuming the free content you are making available to them.

Then apply these growth marketing techniques to move them into your paying subscriber base:

#1?Optimise your automated email to new registrants

#2?Use remarketing and uploaded list PPC targeting to hit leads with subscription offer messaging

#3?Offer paid subscription immediately after form completion on ‘thank you’ page

#4?Include paid content in emails and PPC ads

#5?Include a paid subscription ad in all free content

#6?Target all members of decision-making units (DMUs)

#7?Create a dedicated landing page on subscription benefits

#8?Segment PPC by industry/job role for more refined targeting

To find out more about how to execute the above growth hacks to boost your subscriber revenue, download MPG’s guide?here.

#B2Bsubs #B2Bsubscriptions #B2Bmarketing #B2Bmembership #GrowthMarketing