Date post: | 13-Sep-2014 |
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5 Steps to Growing Your Membership Through
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Session Agenda
• Maximize your presence
• Attract followers
• Engage followers
• Measure engagement
• Try LinkedIn ads
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
About Me
• Curt Moss, Senior Product Marketing Manager @ WebLink
• 12 years at member-based orgs – Las Vegas Chamber of
Commerce – Chapter of National Safety
Council • 7 years @ WebLink
– Faculty for W.A.C.E. – Present at association and
chamber conferences
linkedin.com/in/curtmoss
linkedin.com/company/weblink-international
#IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
About WebLink
• SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations
• Established in 1996, 60 Employees, based in Indianapolis, IN
• 94% Customer Retention Rate
• Based in Indianapolis, Indiana
• 94% Customer Retention Rate
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
About WebLink
• Membership Management Software
• Website Design & Development
• Non-Dues Revenue Programs
• Partner in Your Success
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
WebLink Websites
• Responsive website design
• Automatically adjusts for any screen
• Fully integrated database & website
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
About WebLink
• iPad app for mobile commerce
• Integrated credit card reader
• New member sales
• Event registrations
• Pay open invoices
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Why bother using LinkedIn?
“Even if you’re on the right track, you’ll get run over if you just sit there.” - Will Rogers
Fish where the fish are.
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
LinkedIn Stats
• 240 Million Users • 3 Million Company Pages • 1.5 Million Groups • 42% of users update
profile regularly • 81% of users belong to at
least one group • 50% have Bachelor’s or
Master’s degree
Sources: Business 2 Community, LinkedIn
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
43% of marketers have acquired a customer through LinkedIn.
Source: HubSpot, 2013 State of Inbound Marketing
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
LinkedIn = Better Conversions
LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).
Source: HubSpot Internal Customer Study
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
LinkedIn = Big Deal for Business
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Which best describes your knowledge of LinkedIn?
Little or no knowledge
12%
Limited 41%
Moderate 43%
Extensive 4%
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Do you store your members’ LinkedIn pages and profiles in your membership management software?
Unsure 33%
We don’t have that feature in
our system 53%
We have LinkedIn data stored for a FEW of our members
12%
We have LinkedIn data
stored for MOST of our members
2%
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
How is your staff using LinkedIn?
No one at our organization is using LinkedIn
8%
Staff uses LinkedIn but we don’t use it as
an organization 37%
We have a company page but don’t do
much to engage 40%
We update our company page
often and engage in
discussions 15%
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
How much of an impact has LinkedIn made to your organization?
It’s essential for us and makes a big impact on membership
5%
We use LinkedIn but it hasn’t made a big
impact 46%
LinkedIn has not made any
impact on our organization
49%
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
How Can LinkedIn Benefit Your Organization?
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Extend Your Reach
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Improve Your Relevance
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Increase Member Engagement
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Grow Your Membership
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Maximize Your Presence
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
1 2
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
• Company Type • Company size • Website URL • Industry (Non-Profit) • Operating Status • Year Founded • Locations
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
• Company Name • Description • Language
• Admins
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Add Products and Services
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Add Products and Services
• Big event
• Benefit programs
• Affinity programs
• Government affairs efforts
• Membership tiers
• Foundation
• Educational programs
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Add Products and Services
• Name • Category • Description • Image • Company contact • URL • YouTube Video • Features/Benefits
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Get Recommendations
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Add Job Listings
1 2
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Connect Your Blog
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Connect Your Blog
• Auto-post or schedule posts via Hootsuite or other service
• Buffer now supports LinkedIn pages
• Or, post manually each time
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Post Updates
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Targeted Content
• Company size • Industry • Job function • Seniority • Geography • Include/Exclude
company employees
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Examples
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
LinkedIn Pages vs. Groups
Pages • Add many more details
about your organization • Images • Product/services • Anyone can see updates
and interact
Groups • Private • Have to join to see what’s
going on • Require moderation • Good for discussion among
group members
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Attract Followers
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Send Invites
• Co-workers – Add current position at
your organization
• Members • Industry thought
leaders • Business associates • Tell them why they’ll
benefit • Reward them?
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Create a campaign strategy
• Create editorial calendar for posts (Plan!) – Date, topic, link, author,
target audience • Add link/icon on your
website to LinkedIn page • Email signature • Reward users for
following you or sharing your posts
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Leverage LinkedIn Groups
• Start conversations • Give members a reason
to share content or comment
• Join related or similar groups
• Post questions & content in these groups as well
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Engage Followers
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Content!
• Use content as question prompts
• Answers to common questions
• Blog posts • Webinars • Events • Discussion questions • Research, case studies,
whitepapers
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Creating Great Content
• Understand your audience
• Connect with them • Give them information
they want & need • Use emotion
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Tell a story
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Creating Great Content
• Informative – Expertise – Tips – Insight
• Different – Personality – Fresh Take – Surprises
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
The Two Yutes
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
What does “My Cousin Vinny” and the Two Yutes have to
do with creating content?
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
The Three “U”s
• Unique
• Useful
• Updated
“Tastes like chicken” isn’t a compliment - Seth Godin
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Great Content
“Don’t interrupt what people are interested in. Be what people are interested in.”
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
This isn’t the content you’re looking for
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
LinkedIn Posting: Best Practices
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Use Images (98% higher comment rate)
Source: LinkedIn
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Include Links (drives 2x engagement)
Source: LinkedIn
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Add Videos (75% higher share rate)
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
More Best Practices
• KISS (Keep it Short & Simple)
• Give audience a reason to engage
• Ask questions – Worst/best customer
service – Biggest business
mistake/success – Hiring tips – Networking advice
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
More Best Practices
• 80/20 rule - post 4 audience-focused items for every 1 promoting your organization
• Mix entertaining, inspirational with informative and insightful posts
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
More Best Practices
• Engage your co-workers • Share updates • Add comments
• LinkedIn Company Page,
Groups and your own personal accounts
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Clear Calls To Action
• Sign up for an event • Share an article • Download a case study • Tell their story • Take a survey • Contact their
representative
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Frequency
Companies that post 20 times per month reach at least 60% of their audience (LinkedIn)
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Thank Your Recommenders!
• Send LinkedIn messages • Email • Mention/tag them on
Twitter or Facebook • Thank you notes • Phone calls
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Measure Engagement
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Insight & Analytics
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
View Your Followers
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Website Traffic
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Try LinkedIn Ads
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Sponsored Updates Resources
• 3 Steps to Targeting LinkedIn Sponsored Updates
• How-To Use LinkedIn Sponsored Updates Campaign Options [VIDEO]
• Making Changes to Your Sponsored Updates On The Go [VIDEO]
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Have You Tried LinkedIn Ads?
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Bonus Tip – For your members
Add members’ social media links on their listing on your website. Connect them with potential customers.
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Use your AMS to store members’ profile data
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Personal Profile Tips
• Professional Photo! • Concise description • Use keywords • Complete education
and work history, with descriptions
• Make connections! • Ask for
recommendations and endorsements
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
WebLink Recap: An Integrated Solution
• ONE web-based centralized database
• Prospects, members, non-members and all reps in same system
• Financials, events, email, committees, website, reporting
Central DB
Financial System
Website
Email Marketing
Members
Events
Prospects
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Association & Chamber Websites
• 500+ client websites • WebLink Local business
directory drives 67% increase in traffic from organic searches
• Adds value for members • Non-dues revenue • Responsive website
design
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
iPad App for Mobile Commerce
• Sell memberships • Event registrations • Integrated credit card
reader
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Additional Resources
• 4 Reasons Your LinkedIn Company Page Needs Work
• In Good Company: How Best In Class Marketers Use LinkedIn Company Pages To Grow Their Business
• Announcing The 12 Best LinkedIn Company Pages of 2012 [SLIDESHOW]
• 20 Tips to Amplify Your Brand on LinkedIn [SLIDESHOW]
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Additional Resources
• 15 Tips for Compelling Company Updates on LinkedIn
• Creating the Right Content for Your Association's Content Marketing Strategy
• Why Chambers and Associations Have A Content Marketing Advantage
• Using Google Analytics for Chambers and Associations
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
Webinar Summary
• Great content • Right audience • Right time • Right channel • Ways to respond • Ways to share • Engage your audience • Stand out from the
crowd
5 Steps to Growing Your Membership Through LinkedIn © WebLink International #IACCE
“Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin
WebLink International 3905 Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 weblinkinternational.com | weblinkblog.com
Curt Moss
Senior Product Marketing Manager [email protected]