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

http://www.linkedin.com/in/curtmoss


http://www.linkedin.com/company/weblink-international





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

12%

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

12%

We have LinkedIn data

stored for MOST of our members

2%


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%


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%


How Can LinkedIn Benefit Your Organization?


Extend Your Reach


Improve Your Relevance


Increase Member Engagement


Grow Your Membership


Maximize Your Presence


1 2



• 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

1 2


Connect Your Blog


Connect Your Blog

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

• Buffer now supports LinkedIn pages

• Or, post manually each time

https://hootsuite.com/

http://blog.bufferapp.com/schedule-linkedin-posts-introducing-buffer-for-linkedin-company-pages-the-easiest-way-to-post-and-schedule-linkedin-page


Post Updates


Targeted Content

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

company employees


Examples



http://www.linkedin.com/company/american-cancer-society?goback=.fcs_*2_*2_false_R_*2_*2_*2_43_*2_*2_*2_*2_*2_*2_*2&trk=company_logo




http://www.linkedin.com/company/greater-boston-chamber-of-commerce?trk=top_nav_home


http://www.linkedin.com/company/343286?trk=tyah&trkInfo=tas:raleigh chamber


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

http://www.linkedin.com/company/adobe


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

http://www.linkedin.com/company/15288?trk=tyah&trkInfo=tas:association of

http://www.linkedin.com/company/13607?trk=tyah&trkInfo=tas:Association of



Include Links (drives 2x engagement)

Source: LinkedIn

http://www.linkedin.com/company/7137?trk=tyah&trkInfo=tas:association

http://www.linkedin.com/company/vimeo?trk=company_logo


Add Videos (75% higher share rate)

http://www.linkedin.com/company/16140?trk=tyah&trkInfo=tas:youtube


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






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]

http://marketing.linkedin.com/blog/3-steps-targeting-linkedin-sponsored-updates

http://marketing.linkedin.com/blog/3-steps-targeting-linkedin-sponsored-updates

http://marketing.linkedin.com/blog/how-use-linkedin-sponsored-updates-campaign-options-video

http://marketing.linkedin.com/blog/how-use-linkedin-sponsored-updates-campaign-options-video

http://marketing.linkedin.com/blog/making-changes-your-sponsored-updates-go-video

http://marketing.linkedin.com/blog/making-changes-your-sponsored-updates-go-video



Have You Tried LinkedIn Ads?







Bonus Tip – For your members

Add members’ social media links on their listing on your website. Connect them with potential customers.


Use your AMS to store members’ profile data


Personal Profile Tips

• Professional Photo! • Concise description • Use keywords • Complete education

and work history, with descriptions

• Make connections! • Ask for

recommendations and endorsements



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


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


iPad App for Mobile Commerce

• Sell memberships • Event registrations • Integrated credit card

reader


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]

https://www.openforum.com/articles/4-reasons-your-linkedin-company-page-needs-work/

https://www.openforum.com/articles/4-reasons-your-linkedin-company-page-needs-work/

http://marketing.linkedin.com/blog/good-company-how-best-class-marketers-use-linkedin-company-pages-grow-their-business



http://blog.linkedin.com/2012/12/12/best-linkedin-company-pages-of-2012/

http://blog.linkedin.com/2012/12/12/best-linkedin-company-pages-of-2012/

http://blog.linkedin.com/2013/09/05/20-tips-to-amplify-your-brand-on-linkedin-slideshow/

http://blog.linkedin.com/2013/09/05/20-tips-to-amplify-your-brand-on-linkedin-slideshow/



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

http://www.slideshare.net/LImarketingsolutions/15-tips-for-compelling-company-updates#!

http://www.slideshare.net/LImarketingsolutions/15-tips-for-compelling-company-updates#!

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/creating-the-right-content-for-your-associations-content-marketing-strategy

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/creating-the-right-content-for-your-associations-content-marketing-strategy

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/why-chambers-and-associations-have-a-content-marketing-advantage

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/why-chambers-and-associations-have-a-content-marketing-advantage

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/using-google-analytics-for-chambers-and-associations

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/using-google-analytics-for-chambers-and-associations


Webinar Summary

• Great content • Right audience • Right time • Right channel • Ways to respond • Ways to share • Engage your audience • Stand out from the

crowd

http://www.amazon.com/Purple-Cow-New-Transform-Remarkable--/dp/1591843170/ref=sr_1_1?ie=UTF8&qid=1286838408&sr=8-1


“Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin

http://www.amazon.com/Purple-Cow-New-Transform-Remarkable--/dp/1591843170/ref=sr_1_1?ie=UTF8&qid=1286838408&sr=8-1

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]

http://www.weblinkinternational.com/

http://www.weblinkblog.com/
