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5 Ways Your Website Lets Your Members Down
 

5 Ways Your Website Lets Your Members Down

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Every visit to your website is an opportunity to further engage an existing member or to convert a new member. But is your website providing a positive experience for all visitors, offering the right ...

Every visit to your website is an opportunity to further engage an existing member or to convert a new member. But is your website providing a positive experience for all visitors, offering the right content and tools? Curt Moss, Senior Product Marketing Manager at WebLink International, will share how your website could be letting down your members, and what you can do to better serve each of your audiences.

Webinar Attendees Will Learn The Following:

- The tools, functionality, and content association members want to see.
- The importance of a mobile-friendly website, and what it means for your association now and in the future.
- How to get more website referrals to your members, and share measurable results.
- How new website technology can make it easier to engage and retain your members.

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    5 Ways Your Website Lets Your Members Down 5 Ways Your Website Lets Your Members Down Presentation Transcript

    • 5 Ways Your Website Lets Your Members Down
    • Session Agenda • • • • • • • Content Mobile Directory Tracking Sharing Self service Get this presentation 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • About Me • Curt Moss, Senior Product Marketing Manager @ WebLink • 12 years at memberbased orgs – Las Vegas Chamber of Commerce – Chapter of National Safety Council linkedin.com/in/curtmoss • 7 years @ WebLink @curtmoss – Faculty for W.A.C.E. – Present at association and chamber conferences 5 Ways Your Website Lets Your Members Down @WebLink © 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 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • About WebLink @WebLink facebook.com/weblinkinternational linkedin.com/company/weblink-international youtube.com/weblinkinternational slideshare.net/weblinkinternational 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • About WebLink • Association Management Software • Website Design & Development • Non-Dues Revenue Programs • Partner in Your Success 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • WebLink Websites • Responsive website design • Automatically adjusts for any screen • Fully integrated database & website 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • About WebLink • iPad app for mobile commerce • Integrated credit card reader • New member sales • Event registrations • Pay open invoices 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • WebLink Blog 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 5 Ways Your Website Lets Your Members Down
    • 1. Outdated or Poor Content 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Outdated or Poor Content • Old information on home page • “Register now” for events last week • Copyright 2010 • Same information on page for years • Seems like you don’t care 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • This page coming soon. 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Fixing Outdated or Poor Content • Change “static” pages at least once a year • Build roadmap for adding new pages and resources • Editorial calendar, make the commitment • Once a week to start 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Creating Content Members Value • Answer their questions • Find the questions they aren’t asking you • Create numbered lists • Ask them what they’d like • Profile other members • Share others’ content 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Value vs. Relevance • The most frequently used word with “Relevant” is… • NOT 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Value vs. Relevance • No one says, “Wow, that association is really relevant for me.” • They want useful. • They want ROI. • They want value. 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • A Question 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Update Content with a Blog • Easy to add articles, opinions, updates • Chronological order • Search engines LOVE blogs • Comments function to engage members • Popular to share • Tons of free/low cost options 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • How this lets your members down • Feel like organization isn’t doing anything • Not keeping up with times • Hard to feel good about membership • Not getting good information 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 2. Not Easy To Update 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Not Easy To Update • Difficult to log in and make changes • Have to send updates to third party (add time and possible errors) • Not integrated with AMS 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • No automatic updates to website • New members should appear instantly • Events automatically updated • Registrations automatically in AMS • No exporting & importing • Seamless integration is best for staff and members 5 Ways Your Website Lets Your Members Down Website Database @WebLink © WebLink International
    • If it’s not easy… • You probably won’t do it • Members won’t see updated content (value) • When you do add content, it takes too long, keeps your from other priorities 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Core Problem – Hard to Use • File/Tree View • Open only the content areas • Need expert to move items, change theme • Need html knowledge • Workarounds 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Visual editor 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Add/move pages 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Easily add video 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Photos/photo galleries 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • How this lets your members down • Organization seems static • Not engaging members or the business community • “Same old, same old” • Not getting good information • Not getting value 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 3. Hidden/Poor/No Directory 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Hiding your business directory online • Not easily accessible • Member Directory vs. Business Directory • Buried under complex navigation • Hard to use/search 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Lack of Search Engine Optimization • Pages are not being indexed by search engines • Not leveraging member information for SEO • Your domain is not as “large” as it could be • Members are not being found 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • How this lets your members down • Not gaining exposure • Missing out on new business • Can’t network as easily • Aren’t getting value from your organization 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 4. Not Mobile Friendly 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Not Mobile Friendly • Pinch, zoom and slide to see content • Can’t access some content • Longer load times 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • “Don’t Shrink It, Rethink It” • Pinch, zoom and slide to see content • Can’t access some content • Frustrating, hard to read • Longer load times 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Mobile vs. Desktop Internet Access 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • How this lets your members down • Harder to find info via mobile • Takes longer to access info • Not gaining exposure from visitors on mobile • Organization is not forward thinking, not leading 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 5. Not Tracking & Sharing Referrals 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Tracking & Sharing Referrals • Website listing views • Clicks to website, maps • Phone and walk in referrals • Providing business opportunities to members • Track in your association management software • Report on these totals and provide to members 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Referral Reporting 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • How this lets your members down • Not getting the value they want • Not receiving communication • May not trust the organization • Questioning their ROI 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 6. No Sharing Options 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Sharing Options • Links to share content on Facebook, Twitter, LinkedIn, etc. • Makes it easy for site visitors to post elsewhere • ShareThis • AddThis 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • How this lets your members down • Organization doesn’t build a bigger presence • Not “connected” • Can’t easily tell others about you (if they wanted to) 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 7. No Self Service 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Self Service • Association management software should be integrated to your website • Members (and nonmembers) can access information, register for events, order products 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • How this lets your members down • Can’t access information • Can’t updated info, have to call or write or (eek)…fax • Can’t pay dues online • They are not always 8-5; need access 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Solutions • Schedule page audits • Create content calendar (and stick to it) • Add a directory • Include sharing options • Track and log referrals • Integrate for member self service 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Google Analytics • New visitors vs. returning • Top entry pages • Time on site • Bounce rate 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Google Analytics 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Creating Content 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Content Guidelines • • • • • Findable Readable Understandable Actionable Shareable Source: Content Marketing Institute 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Types of Content • • • • • • • Blog posts Articles/pages on site eBooks Case studies Videos Webinars (record them) Slide Share 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Repurposing Content Blog Post eBook Video 5 Ways Your Website Lets Your Members Down Webinar Slide share @WebLink © WebLink International
    • 25 Blog Posts (Content) Ideas 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 25 Blog Posts (Content) Ideas 1. Why do businesses join your association? 2. How does your association impact business in your industry or your community? 3. Who is your longest-standing member? Why have then been a member so long? 4. Who is your latest member? What caused them to join? 5. What is your association doing to conserve energy? 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 25 Blog Posts (Content) Ideas 6. What are your members doing to conserve energy? 7. How do taxes impact your members? Are there specific issues going on now that your association has a position on? 8. What was the last unexpected thing your association did? 9. What social media platforms does your association use and how can your members follow you there? 10.What phone call did you get today that you should share with your audience? 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 25 Blog Posts (Content) Ideas 11.What was the last event you had? What was discussed there that should be shared? 12.What other business blogs do you follow? Why? 13. What was the last good business book you read? How would your members find it valuable? 14.What’s the most frequently used service or benefit of your association? 15.What’s the least frequently used service or benefit of your association? (That members don’t know about, but should) 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 25 Blog Posts (Content) Ideas 16.What’s the biggest misconception about your association? 17.What's the latest mistake your association made? How did you recover? 18.What's the funniest business story you have? What’s the make-up of your members? 19.How many small businesses vs. large businesses? Are you working to change this make up? 20.What members have you helped to grow their business? How many jobs were created? 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 25 Blog Posts (Content) Ideas 21.What is your disaster recovery plan? What resources could members use to create theirs? 22.Who do you want to thank today? 23.How does your association refer potential customers to your members? 24.What members recently made the news that you can share? 25.What technology do you use that your members may find interesting? 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Content! • Use content as question prompts • Answers to common questions • Blog posts • Webinars • Events • Discussion questions • Research, case studies, whitepapers 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Creating Great Content • Understand your audience • Connect with them • Give them information they want & need • Use emotion 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • Tell a story 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 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 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 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 – automatically looks great on all devices 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • iPad App for Mobile Commerce • Sell memberships • Event registrations • Integrated credit card reader 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 3 Questions 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 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 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 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 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 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 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 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 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • “Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin 5 Ways Your Website Lets Your Members Down @WebLink © WebLink International
    • 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