Creating Subscription-Based Digital Products: A Guide

Subscription-based digital products are becoming a favorite among creators and businesses. They provide a steady income and foster loyal communities. Whether you’re creating a membership site, an online course, or monthly resources, subscription models can help you grow a dedicated customer base.

This guide covers the essential steps, from planning content and choosing platforms to marketing strategies and keeping subscribers engaged.

Step 1: Understanding Subscription-Based Digital Products

Subscription-based products offer ongoing access to valuable content, resources, or services for a recurring fee. This model works well for digital content that you can update or expand over time, keeping subscribers engaged and coming back for more.

Why Choose a Subscription Model?

Steady Revenue: Subscriptions bring in regular payments.

Builds Loyalty: Subscribers tend to stay connected to products they use often.

Easy to Scale: After the initial setup, scaling a subscription product requires less ongoing work.

This approach is ideal for creators who want a continuous relationship with their audience and prefer a predictable income.

Step 2: Planning Content That Keeps Subscribers Engaged

The foundation of a great subscription product is valuable content. Subscribers need to feel they’re getting something special that makes their subscription worth it.

Picking the Right Product Type

Membership Sites: Provide exclusive access to a mix of content, community discussions, and resources.

Online Courses: Offer ongoing modules, lessons, or updates.

Monthly Digital Resources: Deliver fresh resources, like templates or design assets, every month.

Understand What Your Audience Wants

To keep subscribers happy, learn about their interests and needs. For example:

Who are they? Small business owners, designers, freelancers, etc.
What challenges do they face? Finding resources, learning new skills, or staying updated in their field.
How can your product help them? Providing tools, tutorials, and community support.

Creating a Content Calendar

A well-planned content schedule makes it easy for subscribers to know what to expect. Here’s how to do it:

Plan Ahead: Map out a few months’ worth of content so you always have fresh material ready.
Add Exclusive Content: Subscribers should get access to high-value, unique resources.
Consistent Updates: Regularly release new content to keep subscribers engaged and excited.

Having a plan for your content makes it easier to keep subscribers satisfied and looking forward to the next release.

Step 3: Choosing the Best Platform for Your Subscription Product

The right platform makes it easy to deliver your product, manage subscribers, and handle payments. Here are some of the most popular options.

Membership Site Platforms

MemberPress: A WordPress plugin with tools for creating membership sites, managing payments, and tracking user activity.
Kajabi: Known for online courses and memberships, Kajabi provides content hosting, marketing automation, and payment processing.

Online Course Platforms

Teachable: Supports subscription-based courses with tools for managing lessons, student progress, and payments.
Thinkific: Great for building courses with quizzes, certificates, and tracking tools.

Digital Resource Libraries

Gumroad: Known for selling digital downloads, Gumroad also allows creators to offer subscription options.
Podia: An all-in-one tool for digital products, memberships, and courses, allowing creators to host content and manage payments.

Test out these platforms to see which best suits your needs. Many offer free trials, making it easier to explore before you commit.

Step 4: Setting Up a Pricing Strategy That Works

Your pricing strategy can make or break a subscription product. A price that’s too high could scare off potential subscribers, while a price that’s too low might not be sustainable.

Popular Pricing Models for Subscription Products

Single-Tier Pricing: All subscribers pay the same fee for the same access.

Multi-Tier Pricing: Different levels of access come at different prices, like “Basic,” “Pro,” and “Premium.”

Pay-What-You-Can: Subscribers choose how much they want to pay. This can work for audiences with varying budgets.

Tips for Choosing the Right Price

Research Competitors: Look at what similar products charge and set your price accordingly.
Match Your Audience’s Budget: Ensure your price aligns with what your target audience is willing to pay.
Discounts for Annual Plans: Offer a discount for yearly subscribers to encourage long-term commitments.

A good pricing strategy helps you attract customers and ensures your product remains profitable.

Step 5: Attracting Subscribers with Effective Marketing

To succeed, you need to reach the right people and give them a reason to subscribe. Here are strategies to help you get the word out.

1. Content Marketing

Create valuable, free content to attract potential subscribers. Content marketing builds trust and positions you as an expert.

Blog Posts: Write about topics related to your product and share insights that attract your audience.
YouTube Videos: Share tutorials or previews of your subscription content.
Podcasts: Discuss relevant subjects and share interviews or subscriber success stories.

Social media platforms are powerful tools for reaching new audiences.

Teasers and Previews: Post sneak peeks of upcoming content to get people excited.
Limited-Time Offers: Share discounts or limited-time deals to encourage sign-ups.
Collaborations: Partner with influencers or other creators in your niche.

3. Email Marketing

Building an email list helps you keep in touch with interested potential customers.

Lead Magnets: Offer a free resource to collect emails, like a downloadable guide.
Regular Updates: Send value-packed newsletters to remind subscribers about what they’re missing.
Exclusive Offers: Announce special promotions or subscriber-only bonuses.

Using these marketing strategies, you can attract a steady stream of new subscribers.

Step 6: Keeping Subscribers Engaged and Reducing Churn

Once you have subscribers, keeping them engaged is key. Retaining subscribers is often more cost-effective than acquiring new ones.

1. Fresh Content

Keep your product interesting by releasing new content regularly. Subscribers should always feel they’re getting fresh value.

2. Great Customer Service

Respond promptly to questions or issues. Happy customers are more likely to stay subscribed.

3. Gather Feedback and Improve

Ask for feedback, listen to it, and use it to make your product better. Satisfied subscribers are loyal subscribers.

4. Offer Loyalty Rewards

Reward long-term subscribers with perks, like discounts, exclusive content, or early access. These small gestures can make a big difference in retaining loyal customers.

FAQ

Q: How do I choose a platform for my subscription product?

Consider your product type. Membership sites work well on platforms like Kajabi or MemberPress. For courses, Teachable or Thinkific may be better suited.

Q: What’s the best pricing model for a subscription?

The right model depends on your audience. For simple access, single-tier pricing works well. For varied access levels, multi-tier pricing might be best.

Q: How do I keep my subscribers from leaving?

Engage subscribers with fresh content, great customer service, and loyalty perks. Listening to feedback and making improvements is also essential.

Q: Should I offer a free trial?

Yes, free trials give potential subscribers a chance to experience the value of your product, increasing their likelihood of signing up.

Q: What’s a simple way to attract more subscribers?

Focus on content marketing, social media, and email marketing. Collaborating with influencers in your niche is also an effective way to expand your reach.