5 Steps to Growing Your Membership Through LinkedIn

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

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

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

About WebLink

• Membership Management Software

• Website Design & Development

• Non-Dues Revenue Programs

• Partner in Your Success

WebLink Websites

• Responsive website design

• Automatically adjusts for any screen

• Fully integrated database & website

About WebLink

• iPad app for mobile commerce

• Integrated credit card reader

• New member sales

• Event registrations

• Pay open invoices

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.

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

43% of marketers have acquired a customer through LinkedIn.

Source: HubSpot, 2013 State of Inbound Marketing

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

LinkedIn = Big Deal for Business

Which best describes your knowledge of LinkedIn?

Little or no knowledge

Limited 41%

Moderate 43%

Extensive 4%

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

We have LinkedIn data

stored for MOST of our members

How is your staff using LinkedIn?

No one at our organization is using LinkedIn

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%

How much of an impact has LinkedIn made to your organization?

It’s essential for us and makes a big impact on membership

We use LinkedIn but it hasn’t made a big

impact 46%

LinkedIn has not made any

impact on our organization

How Can LinkedIn Benefit Your Organization?

Extend Your Reach

Improve Your Relevance

Increase Member Engagement

Grow Your Membership

Maximize Your Presence

• Company Type • Company size • Website URL • Industry (Non-Profit) • Operating Status • Year Founded • Locations

• Company Name • Description • Language

• Admins

Add Products and Services

• Big event

• Benefit programs

• Affinity programs

• Government affairs efforts

• Membership tiers

• Foundation

• Educational programs

• Name • Category • Description • Image • Company contact • URL • YouTube Video • Features/Benefits

Get Recommendations

Add Job Listings

Connect Your Blog

• Auto-post or schedule posts via Hootsuite or other service

• Buffer now supports LinkedIn pages

• Or, post manually each time

Post Updates

Targeted Content

• Company size • Industry • Job function • Seniority • Geography • Include/Exclude

company employees

Examples

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

Attract Followers

Send Invites

• Co-workers – Add current position at

your organization

• Members • Industry thought

leaders • Business associates • Tell them why they’ll

benefit • Reward them?

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

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

Engage Followers

Content!

• Use content as question prompts

• Answers to common questions

• Blog posts • Webinars • Events • Discussion questions • Research, case studies,

whitepapers

Creating Great Content

• Understand your audience

• Connect with them • Give them information

they want & need • Use emotion

Tell a story

Creating Great Content

• Informative – Expertise – Tips – Insight

• Different – Personality – Fresh Take – Surprises

The Two Yutes

What does “My Cousin Vinny” and the Two Yutes have to

do with creating content?

The Three “U”s

• Unique

• Useful

• Updated

“Tastes like chicken” isn’t a compliment - Seth Godin

Great Content

“Don’t interrupt what people are interested in. Be what people are interested in.”

This isn’t the content you’re looking for

LinkedIn Posting: Best Practices

Use Images (98% higher comment rate)

Source: LinkedIn

Include Links (drives 2x engagement)

Source: LinkedIn

Add Videos (75% higher share rate)

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

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

More Best Practices

• Engage your co-workers • Share updates • Add comments

• LinkedIn Company Page,

Groups and your own personal accounts

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

Frequency

Companies that post 20 times per month reach at least 60% of their audience (LinkedIn)

Thank Your Recommenders!

• Send LinkedIn messages • Email • Mention/tag them on

Twitter or Facebook • Thank you notes • Phone calls

Measure Engagement

Insight & Analytics

View Your Followers

Website Traffic

Try LinkedIn Ads

5 Steps to Growing Your Membership Through LinkedIn

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