5 Steps to Growing Your Membership Through LinkedIn
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5 Steps to Growing Your Membership Through LinkedIn

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Learn how to attract new members, engage current members and measure the results. ...

Learn how to attract new members, engage current members and measure the results.

As an association professional, you understand the necessity to grow and engage your membership base. But do you know how to use LinkedIn to maximize your efforts?

Curt Moss, Senior Product Marketing Manager at WebLink International, will share how your organization can utilize LinkedIn to help exceed your membership goals.

In this webinar you'll learn how to:

- Create a company profile, including some of the newest features you may not know are available.
- Attract followers through the right content and by leveraging LinkedIn Groups.
- Utilize best practices to achieve more views, comments and shares.
- Create an affordable, targeted ad campaign that generates results.

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5 Steps to Growing Your Membership Through LinkedIn 5 Steps to Growing Your Membership Through LinkedIn Presentation Transcript

  • 5 Steps to Growing Your Membership Through
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Session Agenda • Maximize your presence • Attract followers • Engage followers • Measure engagement • Try LinkedIn ads
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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 #WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn WebLink Websites • Responsive website design • Automatically adjusts for any screen • Fully integrated database & website
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn LinkedIn = Big Deal for Business
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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 51% We have LinkedIn data stored for a FEW of our members 12% We have LinkedIn data stored for MOST of our members 4%
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn How Can LinkedIn Benefit Your Organization?
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Extend Your Reach
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Increase Member Engagement
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Grow Your Membership
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Maximize Your Presence
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 1 2
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn • Company Type • Company size • Website URL • Industry (Non-Profit) • Operating Status • Year Founded • Locations
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn • Company Name • Description • Language • Admins
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Add Products and Services
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn Get Recommendations
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Add Job Listings 1 2
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Connect Your Blog
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn Post Updates
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Targeted Content • Company size • Industry • Job function • Seniority • Geography • Include/Exclude company employees
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Examples
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Attract Followers
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn Engage Followers
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn Tell a story
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Creating Great Content • Informative – Expertise – Tips – Insight • Different – Personality – Fresh Take – Surprises
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn The Two Yutes
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn This isn’t the content you’re looking for
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn LinkedIn Posting: Best Practices
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Use Images (98% higher comment rate) Source: LinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Include Links (drives 2x engagement) Source: LinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Add Videos (75% higher share rate)
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn Measure Engagement
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Insight & Analytics
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn View Your Followers
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Website Traffic
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Try LinkedIn Ads
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Have You Tried LinkedIn Ads?
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn Use your AMS to store members’ profile data
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn iPad App for Mobile Commerce • Sell memberships • Event registrations • Integrated credit card reader
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn A Question
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn Webinar Recap • We will email copy of presentation to attendees • Link to video recording of webinar • Please let us know if you have any questions
  • 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn 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#WebLinkedIn “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 curt.moss@weblinkinternational.com