Portalfk SIPA Munich
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The document outlines 10 secrets to building and marketing a successful membership portal based on the Polish portal PortalFK.pl. The secrets include having a unique selling proposition of providing 24/7 answers to accounting questions, focusing on user-oriented content, extensively testing marketing strategies, optimizing for search engine results, driving traffic with a free weekly e-newsletter, having an accurate search engine and flexible editorial team on the site, re-using content across multiple products, and eventually expanding the concept across different professional fields.
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Portalfk SIPA Munich
- 1. 10 Secrets of Building and Marketing a Successful Membership Portal: PortalFK.pl Filip Nowicki CEO, WydawnictwoWiedzaiPraktyka SIPA Munich, 23.04.2009
- 2. PortalFK.pl – overview • Started in March 2002 • Paid membership – subscription model or SMS, cancel anytime • Traffic: 10.000 visits per day
- 5. Secret #1 - USP 24/7 Q&As Updated daily Individual answers
- 6. Mission statement Portal FK is the only product which helps accountants to solve problems caused by changes in law everytime they need it: 24 hours a day, 7 days a week, 365 days a year by delivering answers to individual questions, professional solutions and clear interpretations.
- 7. Secret #2 – User-oriented content Who are my users? What do they want? (vs. What I think they need)
- 8. Target group Main: • Chief accountant • Accountant Secondary: • Payroll specialist • Entrepreneur
- 9. Content –develop in small steps Areas: Types of documents: • Accounting • News • Income tax • Q&A’s • VAT • Expert advice • Social security • Court decisions • Labour law • IRO interpretations • Forms, calculators, ready- made agreements • Legal acts
- 10. How much content to start? 800 articles? You can start with less
- 11. Secret #3 – Test Marketing Test, test, test •DM •Inserts •Press Ads •TM •Google AdWords •Banners •Emailing •SEO
- 12. Test offers • Price (19-149 pln) • Subscription period (1,3,6,12 m) • Premiums (none, online, paper) • Trial period (none, 14, 30 days) • Payment options (up-front/bill me later) • Risk-free guarantee (cancel anytime vs. fixed subscription period) • Crazy stuff (Tax ID)
- 13. Test of Tax ID (NIP) + 16 % Result: 16% more paid subscriptions (with TEST version) Test: Telemarketing, CTRL: Don’t ask for Tax ID (when customer orders), TEST: Ask for Tax ID
- 14. Control offer today • First month: 19,90 pln • Monthly invoice: 59 pln + VAT • Cancel anytime
- 15. Secret #4 – Optimize for Search • New SEO architecture: April 2007 100% 90% 80% 70% 60% 50% Internet TM 40% 30% 20% 10% 0% 2005 2007
- 16. Secret #5 – Free Eletter • Free weekly eletter = Traffic + Orders • Weekly – Monday morning • 60,000 readers • Delivers news • Links back to portal • Reminds important dates and events • Presents also existing portal content
- 17. Secret #6 - Interface
- 18. Search engine • Users used: menus, links • Today people SEARCH
- 19. Secret # 7 - Technology • Keep it simple at start! • XML • Fixed structure • Simple search engine • Limited for growth • Not possible to test all business models • Not fully integrated with customer service • Cheap!
- 20. Software upgrade • The first major software upgrade in 2005 • New search engine • Content management • Integrated with customer service • Flexible and manageable for editors
- 21. Secret # 8 – Editorial team • Next generation of editors and authors • Flexible • Working at home • Online almost 24/7 • Reacting immediately • Do they match your existing editors and authors?
- 22. How to pay them? You cannot forecast number of questions You want answers ASAP • Editors: fixed + fees (in-house) • Authors: if you want to keep answers short and concise – pay per ANSWER! (not per page)
- 23. Secret #9 – Don’t Waste Content
- 24. Products based on portal content • Newsletter with Q&A from portal • Launched inMarch 2005
- 25. Products based on portal content • Paid weekly e-letter based on portal free e-letter • Launched in December 2005
- 26. Secret #10 – Multiply your success!
- 31. And 3 more coming this year!
- 32. Summary 1. Create USP 2. Create user-oriented content 3. Test and tune marketing 4. Optimize for SEO 5. Drive traffic with free eletter 6. Deliver accurate search engine 7. Start with simple CMS technology 8. Get flexible and dynamic editorial team 9. Re-use content 10.Multiply!
- 33. Filip Nowicki CEO, WydawnictwoWiedzaiPraktyka Email: fnowicki@wip.pl Tel.: +48 22 429 4000 Mobile: +48 660 404 007