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Don’t Forget About Your Alumni and Previous Members: Re-engage Them With Shortcodes

dont-forget-about-your-alumni-and-previous-members-re-engage-them-with-shortcodes-1200x628

WordPress Shortcodes:
For Infusionsoft Contacts Only

by Eric Johnston, Idea Return Technology Director

In our last blog post on shortcodes, we discussed how to protect content so that only people who either have or do not have specific tags can see certain content. However, there are times when we just want to do things a bit more generally.

What happens when someone lands on your main Resource Center for members, but they are no longer a member? This could have happened because the person’s membership expired or the person might have opted out. They no longer have the tags for the program, so, using the partial protection shortcodes we discussed last time, they are shown content as if they are not a member and never have been.

Now, you might have already thought ahead and so you create a tag for contacts who were previously members but aren’t anymore and now you are adding that tag to your partial protections…

[ib_if_protection any=“1, 3, 5, 7, 9, 11, 13, 15…”]

What happens when you want to remove a tag? Which tag is the one that you remove?

You’ll need to go back to Infusionsoft, check the tag ID’s and figure out which one to remove… What happens if you accidentally remove 2 numbers? Do you remember which all tags are being checked for?

We want to keep our rules as simple as possible while still doing what we need.

Thankfully we have a special shortcode that works very similar to how the partial protection shortcode functions.

[ib_if_contact] Content here… [/ib_if_contact]

There are no numbers we have to change or anything special we have to do.

So Why Do We Need This?
4 Great Scenario Hot Tips

Let’s imagine that someone lands on your Resource Center. What happens? Where do they go? Here are 4 scenarios:

  1. They are a member and are logged in.
  2. They are logged in but are not a member of the current program. They were a member of a different program.
  3. They are a member and are not logged in.
  4. They are not a member (and thus cannot log in).

One of the most powerful uses of iACCOMPLISHpartner is to create pages and content that automatically react to your viewers based on the specific path you want them to go down.

Let’s take a look at each of the various paths and what we would want to happen and how we can make it happen using iACCOMPLISHpartner Basic (formerly iBELONGmember) and the shortcodes included with it.

1. They are a member and are logged in.

This is the most common use of iACCOMPLISHpartner Basic.

If we want to show them the member-only content. We would use the [ib_if_protection any=“…”] shortcode.

2. They are logged in but are not a member of the current program. They were a member of a different program.

They might be arriving to the page from clicking a bookmark or from clicking an old email and having their login details stored, or it might be from visiting your website and manually logging in.

It’s very likely that they are interested in re-engaging with our content. So what happens when we just simply tell them that they don’t have access or aren’t logged in (with a link to a login)?

They might click that login link, thinking that they need to log in, but it’s just going to redirect them. They’re now confused and most likely getting frustrated because you aren’t delivering the content. You might even get an angry email if they don’t realize that their membership has ended.

So for these users (those that are logged in, are contacts in Infusionsoft but just don’t have the proper tag), we want to give them a custom message.

“You do not have permission to view this page. This might be because your membership expired or because you are not a member. Would you like to join? Click here!”

If you’re really tech savvy, you can even pass some of the contact information over via a link using their contact information (that’s getting a bit more technical, so only use this method if you are very comfortable with arguments in links).

3. They are a member and are not logged in.
4. They are not a member (and thus cannot log in).

I have grouped these last two together because from WordPress’ eyes, these are the same.

If someone is not logged in, WordPress cannot link them to an Infusionsoft contact record and thus they are assumed to not have any tags.

In this case, we want to let the viewer know:

  1. They do not have access to this page because they are currently not logged in.
  2. If they are a member, they can login by clicking a link.
  3. If they are not a member, they can join by clicking this other link.

By setting up our Member Resource Center like this, we are creating a very powerful page that will not only provide content to only members, but it will also re-engage past clients and convert new clients.

So How Do We Use This?

In the previous example, we had three different paths that we wanted our viewers to be able to go down.

  1. Member and Logged In and Has Tag.
  2. Not a Member but Logged In (Does Not Have Tag).
  3. Not a Member and/or Not Logged In.

If you haven’t already, I strongly recommend checking out our last blog post on Partial Protections because they are necessary in this scenario.

Now, before we start creating our content, we want to remember our goal of keeping things simple and clean.

We have two paths that require the person to be logged in and one path that requires them not to be logged in. We can “nest” (or put one inside of another) our shortcodes to reduce the amount of conditions we are setting each time.

So here’s how our page is going to look:

ExampleOfPage

[ib_if_contact] – This is going to check if they are even a contact. It’s important to note that if they are logged in but are not linked to an Infusionsoft contact record, this will fail and it will be assumed that they are not a contact.

Alright, so let’s break down what you see in the image.

First, we have two paths that require the viewer to be logged in and linked to an Infusionsoft account (member and alumni/expired member). So these two can go inside of our first shortcode.

To use this shortcode, we simply paste in (before the content that is protected):

[ib_if_contact]

We will then use partial protections to make sure that only those logged in members with the correct tag can see the content.

You’ll notice that in the example above, I also added in the line:

Hello and Welcome to the Member Resource Center, [ib_contact_FirstName]!

Remember that for them to see this content, they have to be linked to an Infusionsoft contact record, so we can safely pull that information over. Both members and non-members who are logged in are going to be greeted, so instead of duplicating this text, let’s just go ahead and put it at the top before our partial protections.

It’s important to note that partial protections are NOT required. You could simply put your content here. This will make it visible to anyone who can log in on your WordPress website that is linked to an Infusionsoft contact record (regardless of what tags they have). If you don’t use tags for your membership and you only have 1 membership program, you can actually just use this shortcode to protect your content.

However, if you are only using [ib_if_contact] to protect your content (and not using tags), remember that you are not planning for growth. What happens if later on you decide you do want to add a new membership program? You’re going to have to go back through all your pages to make sure that only those who are supposed to can see the content.

Once you have inserted your content for the page, similar to the partial protections, we are going to just paste a single shortcode that will let WordPress know that we’re done with this section of protected content:

[/ib_if_contact]

We’re done with what happens if a logged-in user who is linked to Infusionsoft contact record views the page.

Now we just have to cover the final path (not logged in and possibly not a member at all).

Again, we have to let WordPress know that we are starting content that is only for viewers who are NOT Infusionsoft contacts (this includes anyone who is not logged in). To start, we paste in this (slightly different) shortcode:

[ib_if_not_contact]

As we mentioned, we don’t want to just turn away traffic… You know that these are either members who have not logged in or are not members at all. Make sure if you are adding a rather extensive sales page, leave a link to log-in near the top of this area so that members do not become frustrated and lost.

It is strongly NOT recommended to have a sales-page-type content in this section on your member Resource Center.

Many members will bookmark the Resource Center so that they can just jump right back to it. However, they will often get logged out and have to log back in after clicking the bookmark. If they are constantly being shown your sales copy, you are not only desensitizing them to your marketing, but you are also constantly reminding them of the fact that you’re a salesperson. Would you rather be part of a strong community driven by goals or by a community based on making sales at your expense?

These subtle decisions can make a huge impact on your members’ experiences.

Once you have put in the content for this section, simply paste in the final shortcode:

[ib_if_not_contact]

Your Member Resource Center is now a versatile page that will re-act according to who is visiting. Use these shortcodes to create pages that members want to share and that will then convert non-members.

Some General Notes:

  • Using this shortcode instead of the full-page protection will allow this page to still show up in the menu even to someone who might not be able to see content on the page.
  • [[ib_if_contact] … [/ib_if_contact] and [ib_if_not_contact] … [/ib_if_not_contact] can be used individually and in any order. The example on this page is simply our recommended layout for general pages.
  • Using this shortcode, you can embed Call-to-Actions for non-members. Remember that non-members could just be members who aren’t logged in. This can help reduce the amount of times you attempt to sell to already-existing members, creating a stronger bond with those members.
  • Using this shortcode can allow you to know if you’ll have basic details about a person before using a shortcode such as [ib_contact_FirstName] (which pulls a contact’s first name from their Infusionsoft contact record)
  • “Nesting” (using shortcodes within other shortcodes) is not required, but it can help to keep your page clean and easier to edit. However, avoid too much nesting as it can have adverse affects and will actually make it much more difficult to edit and view. It is recommended to only use this and 1 partial protection shortcode at a time (like we did in the example).

What Do Your Pages Need?

Are you having trouble deciding what you need to put on your page? Take a look at our Strategic Consulting Hourly Block Packages with Tonya and talk your way through it. We can help you decide who might be visiting this page and what message you need to give them for the best results.

Already know what you want to show viewers, but you’re just now sure how to best implement it (or maybe you just want us to take a glance over it after you get the basics setup). Head over to our Tech Implementation Hourly Block Packages to sign up for some one-on-one help getting things exactly the way you want them.

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