5 Steps to Growing Your Membership Through LinkedIn

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Presentation from the Illinois Association of Chamber of Commerce Executives (IACCE) Fall Conference November 6-8, 2013 in East Peoria, IL

Presentation from the Illinois Association of Chamber of Commerce Executives (IACCE) Fall Conference November 6-8, 2013 in East Peoria, IL

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  • 1. 5 Steps to Growing Your Membership Through
  • 2. Session Agenda • Maximize your presence • Attract followers • Engage followers • Measure engagement • Try LinkedIn ads 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 3. About Me • Curt Moss, Senior Product Marketing Manager @ WebLink • 12 years at memberbased orgs – Las Vegas Chamber of Commerce – Chapter of National Safety Council • 7 years @ WebLink linkedin.com/in/curtmoss linkedin.com/company/weblink-international – Faculty for W.A.C.E. – Present at association and chamber conferences 5 Steps to Growing Your Membership Through LinkedIn #IACCE #IACCE © WebLink International
  • 4. 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 #IACCE © WebLink International
  • 5. About WebLink • Membership Management Software • Website Design & Development • Non-Dues Revenue Programs • Partner in Your Success 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 6. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 7. WebLink Websites • Responsive website design • Automatically adjusts for any screen • Fully integrated database & website 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 8. 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 #IACCE © WebLink International
  • 9. Why bother using LinkedIn? 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 10. “Even if you’re on the right track, you’ll get run over if you just sit there.” - Will Rogers
  • 11. Fish where the fish are.
  • 12. 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 #IACCE © WebLink International
  • 13. 43% of marketers have acquired a customer through LinkedIn. Source: HubSpot, 2013 State of Inbound Marketing 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 14. 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 #IACCE © WebLink International
  • 15. LinkedIn = Big Deal for Business 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 16. Which best describes your knowledge of LinkedIn? Extensive 4% Little or no knowledge 12% Moderate 43% Limited 41% 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 17. Do you store your members’ LinkedIn pages and profiles in your membership management software? We have LinkedIn data stored for MOST of our members 2% We have LinkedIn data stored for a FEW of our members 12% Unsure 33% We don’t have that feature in our system 53% 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 18. How is your staff using LinkedIn? No one at our organization is using LinkedIn 8% We update our company page often and engage in discussions 15% We have a company page but don’t do much to engage 40% 5 Steps to Growing Your Membership Through LinkedIn Staff uses LinkedIn but we don’t use it as an organization 37% #IACCE © WebLink International
  • 19. How much of an impact has LinkedIn made to your organization? It’s essential for us and makes a big impact on membership 5% LinkedIn has not made any impact on our organization 49% 5 Steps to Growing Your Membership Through LinkedIn We use LinkedIn but it hasn’t made a big impact 46% #IACCE © WebLink International
  • 20. How Can LinkedIn Benefit Your Organization? 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 21. Extend Your Reach 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 22. Improve Your Relevance 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 23. Increase Member Engagement 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 24. Grow Your Membership 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 25. Maximize Your Presence 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 26. 1 5 Steps to Growing Your Membership Through LinkedIn 2 #IACCE © WebLink International
  • 27. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 28. • • • • • • • Company Type Company size Website URL Industry (Non-Profit) Operating Status Year Founded Locations 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 29. • Company Name • Description • Language • Admins 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 30. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 31. Add Products and Services 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 32. 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 #IACCE © WebLink International
  • 33. Add Products and Services • • • • • • • • Name Category Description Image Company contact URL YouTube Video Features/Benefits 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 34. Get Recommendations 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 35. Add Job Listings 1 5 Steps to Growing Your Membership Through LinkedIn 2 #IACCE © WebLink International
  • 36. Connect Your Blog 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 37. 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 #IACCE © WebLink International
  • 38. Post Updates 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 39. Targeted Content • • • • • • Company size Industry Job function Seniority Geography Include/Exclude company employees 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 40. Examples 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 41. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 42. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 43. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 44. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 45. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 46. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 47. LinkedIn Pages vs. Groups Pages • Add many more details about your organization • Images • Product/services • Anyone can see updates and interact 5 Steps to Growing Your Membership Through LinkedIn Groups • Private • Have to join to see what’s going on • Require moderation • Good for discussion among group members #IACCE © WebLink International
  • 48. Attract Followers 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 49. 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 #IACCE © WebLink International
  • 50. 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 #IACCE © WebLink International
  • 51. 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 #IACCE © WebLink International
  • 52. Engage Followers 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 53. 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 #IACCE © WebLink International
  • 54. 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 #IACCE © WebLink International
  • 55. Tell a story 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 56. Creating Great Content • Informative – Expertise – Tips – Insight • Different – Personality – Fresh Take – Surprises 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 57. The Two Yutes 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 58. What does “My Cousin Vinny” and the Two Yutes have to do with creating content? 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 59. The Three “U”s • Unique • Useful • Updated 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 60. “Tastes like chicken” isn’t a compliment - Seth Godin
  • 61. Great Content “Don’t interrupt what people are interested in. Be what people are interested in.” 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 62. This isn’t the content you’re looking for 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 63. LinkedIn Posting: Best Practices 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 64. Use Images (98% higher comment rate) Source: LinkedIn 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 65. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 66. Include Links (drives 2x engagement) Source: LinkedIn 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 67. Add Videos (75% higher share rate) 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 68. 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 #IACCE © WebLink International
  • 69. 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 #IACCE © WebLink International
  • 70. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 71. 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 #IACCE © WebLink International
  • 72. 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 #IACCE © WebLink International
  • 73. Frequency Companies that post 20 times per month reach at least 60% of their audience (LinkedIn) 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 74. 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 #IACCE © WebLink International
  • 75. Measure Engagement 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 76. Insight & Analytics 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 77. View Your Followers 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 78. Website Traffic 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 79. Try LinkedIn Ads 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 80. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 81. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 82. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 83. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 84. 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 #IACCE © WebLink International
  • 85. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 86. Have You Tried LinkedIn Ads? 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 87. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 88. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 89. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 90. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 91. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 92. 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 #IACCE © WebLink International
  • 93. Use your AMS to store members’ profile data 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 94. 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 #IACCE © WebLink International
  • 95. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 96. 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 Financial System Prospects Website Central DB Email Marketing Events Members 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 97. 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 #IACCE © WebLink International
  • 98. iPad App for Mobile Commerce • Sell memberships • Event registrations • Integrated credit card reader 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 99. 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 #IACCE © WebLink International
  • 100. 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 #IACCE © WebLink International
  • 101. 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 #IACCE © WebLink International
  • 102. “Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
  • 103. Curt Moss Senior Product Marketing Manager curt.moss@weblinkinternational.com 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