Desde HBR

Getting People to Join Your Paid Online Community

Starting a membership website is a great way to build a community (and a source of income) around your area of expertise. But how do you get people to sign up? First, make sure you have a critical mass of users — at least 50 — before launching. If people go to your site and don’t see any activity, they won’t be inclined to join. Use social media and your email list to identify potential members, and reach out to colleagues and contacts who may be interested. Once you launch, be heavily involved early on. Members won’t know each other, but they will know you, so provide content and start conversations. Keep an eye on the tone of discussions — if they start to turn negative or get off track, step in to redirect them. And help new members get acclimated quickly. Long-standing users may be dismissive of new arrivals, so create a culture in which everyone feels welcome.

This tip is adapted from “How to Create an Online Community That People Will Pay For,” by Dorie Clark