Your SlideShare is downloading. ×
0
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members

1,649

Published on

Inbound marketing is the process of getting found by potential members, rather than reaching out to them, as done in traditional marketing. Inbound marketing is more effective and costs less. …

Inbound marketing is the process of getting found by potential members, rather than reaching out to them, as done in traditional marketing. Inbound marketing is more effective and costs less.

By bringing together a group of individuals with common attitudes, interests and opinions, associations have always been inbound by nature. However, many associations lack a marketing strategy that seamlessly integrates both content and experiences that seek to attract, retain and activate members.

Curt Moss, Senior Product Marketing Manager at WebLink, will share how to reach more of the right people, and how content can impact their behaviors and perceptions toward your organization.

In this webinar you'll learn:
- What inbound marketing is, why you should have an inbound marketing strategy and how to get started.
- The various channels that should be utilized including blogs, social media, and website landing pages to develop your inbound marketing strategy.
- How to create targeted content and the types of messages that drive the best results.
- The tools for executing a strategy that is easy to execute and delivers a return on your investment.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,649
On Slideshare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
34
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
  • 2. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Session Agenda • Understanding Your Audience • Content • Distribution • Authenticity • Relationships Stranger Friend Prospect Member Promoter
  • 3. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International 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 • 8 years @ WebLink – Faculty for W.A.C.E. – Present at association and chamber conferences linkedin.com/in/curtmoss @curtmoss linkedin.com/company/weblink-international @WebLink
  • 4. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © 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. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International About WebLink • Association Management Software • Website Design & Development • Non-Dues Revenue Programs • Partner in Your Success
  • 6. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 7. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 8. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International WebLink Websites • Responsive website design • Automatically adjusts for any screen • Fully integrated database & website
  • 9. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International About WebLink • iPad app for mobile commerce • Integrated credit card reader • New member sales • Event registrations • Pay open invoices
  • 10. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International WebLink Blog
  • 11. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Next Webinar Creating an Agile & Innovative Association Friday, May 16, 2014 2:00 PM - 3:00 PM EDT Register Now Sterling Raphael Founder Next Step Labs Jeff De Cagna Chief Strategist and Founder Principled Innovation, LLC Maddie Grant Chief Social Media Strategist Social Fish Doug Blizzard Vice President of Membership Capital Associated Industries Our panel of 4 association and technology experts share insights on becoming agile and innovative to grow and retain your membership.
  • 12. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International How Can Inbound Marketing Benefit Your Organization?
  • 13. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Extend Your Reach
  • 14. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Improve Your Value
  • 15. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Increase Member Engagement
  • 16. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Grow Your Membership
  • 17. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members
  • 18. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International What is Inbound Marketing?
  • 19. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Digital curb appeal
  • 20. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International What is Inbound Marketing? • Attracting people to your brand, rather than pushing it on them • Utilizes content to earn the attention of your audience • Converting to them to leads and analyzing the results
  • 21. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Inside Out vs Outside In
  • 22. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Effective Inbound Marketing • SEO • Blogging • Content marketing • Social media • Persona-based campaigns • Interactions • Analytics review
  • 23. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Why Inbound Marketing? People’s behaviors have changed, and they are tuning out traditional (interruption) marketing. • 44% of direct mail is never opened. • 200M people are on the do not call list. • 86% skip TV ads. • 91% unsubscribe from email.
  • 24. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Great Content “Don’t interrupt what people are interested in. Be what people are interested in.”
  • 25. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International This isn’t the content you’re looking for
  • 26. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Why Inbound Marketing? It’s more effective and it costs less. • 54% more leads are generated by inbound than outbound. • Inbound leads cost 61% less than outbound. Source: State of Inbound Marketing, HubSpot 2012
  • 27. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Source: Voltier Digital
  • 28. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Source: InboundMarketing Inc
  • 29. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Understanding Your Audience
  • 30. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Inbound marketing… • Is only for big companies • Takes too much time • Is expensive • Is hard • Is it worth it?
  • 31. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International “We can’t compete with…”
  • 32. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International You have an advantage
  • 33. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International The collection of data in your membership database IS a propriety asset.
  • 34. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Your membership software contains… • Contact information • Employees • Billings, invoices • Contact history • Committees • Reporting • Much more… • Plus, you meet face to face
  • 35. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Use Your Data • Size of business • Type of business • Length of time in business • Annual dues • Reasons for joining • Reasons for dropping • Interests • You are tracking this, right?
  • 36. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 37. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 38. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 39. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Your advantage • You already have an audience for your product • You have data • You interact with members • You have a relationship
  • 40. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Personas • Classify the “types” of members you have (3-5) • Boss (decision maker) • Doer (front line worker) • Manager (elements of both) • Use your data! • Develop content for each persona • What problems are they trying to solve?
  • 41. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Content
  • 42. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International 2014 Nonprofit Content Marketing Benchmarks, Budgets, and Trends • 91% use Facebook to distribute content • 69% use Twitter • 65% use YouTube • 65% are producing more content than they were one year ago • 25% have a documented content strategy
  • 43. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International 75% of nonprofits rated their efforts middling to ineffective. 92% of nonprofits are content marketing.
  • 44. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International What kinds of content? • Articles/blog posts • Videos • Case studies • Photos • Podcasts • Whitepapers • Editorials • It doesn’t really matter
  • 45. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Content your members will VALUE
  • 46. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Value vs. Relevance
  • 47. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Value vs. Relevance • The most frequently used word with “Relevant” is… • NOT
  • 48. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © 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.
  • 49. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Answer member questions
  • 50. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Answer member questions • You get emails, phone calls and questions at events. • Stop answering them! (sort of) • Why help 1 when you can help 100, or 1,000? • Blog posts or FAQs section of your website • Share on social media when updated
  • 51. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Find the questions they aren’t asking you
  • 52. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Find the questions they aren’t asking you • LinkedIn Groups • Quora • Yahoo Answers • Twitter search • Google Alerts • Other association or industry websites’ FAQs.
  • 53. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Find the questions they aren’t asking you • Use broad industry terms first • Google searches: – How do I manage my …? – Tips for selecting/choosing a… – HR for [my industry] – [my industry] taxes
  • 54. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International What problem are they trying to solve? • How to do [whatever] – Create a LinkedIn page – Manage a Facebook page – Install a new phone system – Choose a payroll company – Find new office space to lease
  • 55. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Create numbered lists
  • 56. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Create numbered lists • More concise & engaging • Creates a promise for what’s in store (no guessing) • Sets expectations • “Quick” read
  • 57. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Examples • 7 ways for [industry] to grow with technology • Do you recognize the 5 warning signs your business is in trouble? • 8 types of [industry term] – which group are you in? • 11 email subject lines you can use to get your clients’ attention • 5 things successful [industry term] do
  • 58. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Ask them
  • 59. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Sample questions • “What’s the biggest challenge facing your business?” • Write about how your association is addressing that issue • “What resources do you need to help you run your business?” • Create additional resources, or link to existing ones – even if they are not yours
  • 60. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Profile members & industry experts
  • 61. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Profile members & industry experts • “How I got the business” • Tips for surviving the first 2 years of business • What’s the future of [industry]? • What’s the biggest mistake you made running your business?
  • 62. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Profile members & industry experts • Why they joined • What specific programs and benefits to they use • Include org type, size, length of time in business so others can relate
  • 63. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Share others’ content
  • 64. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Share others’ content • Find content via: – Twitter search or the people you follow – LinkedIn connections, groups – Google alerts – Email newsletters – Local or industry websites Retweet Share on Facebook and LinkedIn Post links to other content
  • 65. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Tell a story
  • 66. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International 6 Ways to Produce Content Your Members Will Value
  • 67. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Distribution
  • 68. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Develop valuable content
  • 69. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Get your content online • Blog posts • Website pages & articles • Videos • Photos • Partner sites • Facebook • Twitter • LinkedIn
  • 70. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Create a plan Date Type of post Topic Text Link/Media? Goal 4/15/2014 Promotion Annual Dinner Early bird registration ends tomorrow for the annual dinner. Registration page for event Event attendance 4/16/2014 Answer Benefits Looking for ways to save money for your biz? Check out our exclusive member discounts. Benefits page Member sales 4/17/2014 Question Business Needs? Take our 1 minute poll: What’s the biggest challenge facing your business? Poll page on website Retention 4/17/2014 Inside Look New office space Get a sneak peak at our new office digs! Photos of new office Awareness, engagement
  • 71. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Create a plan • Share your content on social media sites • Links refer back to your site (SEO) • Engage followers • Increase traffic • Increase leads
  • 72. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International If you don’t have a blog, get one
  • 73. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Search Engine (Topic) Optimization • Use keywords relevant to your members • Search engines know your website is active • Show up in more searches • Drive traffic to your site • Convert more visitors to prospects • Good content is key
  • 74. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Social Media Strategy • Use 80/20 rule • 1 post of your content to 4 posts, shares, RTs of others • Use content to ask questions, drive engagement
  • 75. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Social Media Strategy • “Blog comments are dead” • Conversations are now on Facebook and Twitter • Participate in conversations as a contributor and not as a “seller”
  • 76. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Who do they believe? • Consumers trust recommendations from friends and colleagues over advertising • The “social graph” is becoming more important to companies’ marketing efforts
  • 77. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Landing Pages and Forms • Ask for contact information in exchange for a valuable piece of content like a case study or white paper • Build your mailing list so you can nurture your leads
  • 78. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 79. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Leads for • New members • Advertising • Sponsorships • Trade show exhibitors • Vendor members • Partners
  • 80. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Repurposing Content Blog Post Webinar Slide share Video eBook
  • 81. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Targeted Distribution • Members with a certain number of employees may find a new benefit more useful that larger employees • Members in a particular business category may be more affected by certain issues than other members • Members that joined for networking or learning opportunities should know about new events coming up • Members in particular state or city could benefit from you sharing a certain news article with them
  • 82. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Lead Nurturing • Not everyone wants to become a member today • Consistent and meaningful touches with viable prospects • Automate your sales cycle • Increase your member conversion rates
  • 83. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Lead Nurturing Plan • Scheduled or triggered communications • Topic and persona driven • Can change plans based on behavior of prospect
  • 84. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Use your AMS • Set up “retention” or “prospecting” plans • Series of touches by staff • Calls, letters, emails, personal visits • Use the things that are important to them
  • 85. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Analytics • Which types of content drive the most leads and sales • What topics drive results • Which networks • What days/times
  • 86. Marketing without metrics isn’t marketing.
  • 87. It’s guessing.
  • 88. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Insight & Analytics
  • 89. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Facebook Insights
  • 90. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 91. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 92. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Website Traffic
  • 93. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 94. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 95. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International What were your goals? • Retention • New member sales • Generate website traffic • Event attendance • Connect businesses • Highlight government affairs items • Industry/community awareness
  • 96. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 97. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Helpful Free Tools available • HubSpot’s Marketing Grader looks at your website based on six criteria: overall, social media, blogging, SEO, lead generation, and mobile optimization. http://marketing.grader.com • Open Site Explorer gives you a ranking on your SEO performance and even allows you to compare to a competitor. www.opensiteexplorer.org • FollowerWonk gives you analytics on your Twitter followers, and helps you find people based on keywords. www.followerwonk.com • HootSuite lets you sync and schedule your social media accounts. www.hootsuite.com • Photo Pin allows you to search by any term and gives you access to a bank of free images to be used in blog articles, eBooks, etc. www.photopin.com
  • 98. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Helpful Paid Tools Available (To Name Just a Few) • Hubspot software gives you everything you need to run your organization's inbound marketing, all in one solution. Includes email, landing page creation, social media, blogging, and more. www.hubspot.com • inBoundio dubs itself as the “worlds simplest inbound marketing software” and is more budget-friendly for smaller organizations. www.inboundio.com • Optimizely lets you run website A/B testing to measure how visitors engage with your site. www.optimizely.com There is an infinite number of companies that provide email, SEO, social media, blogging, website and lead nurturing solutions available depending on your organization’s size, budget and specific needs.
  • 99. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Authenticity and Transparency
  • 100. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Know your voice • Assign one person to be in charge of your inbound marketing strategy • This will eliminate duplications of content • Keep your voice consistent • Others can help, but need an “owner”
  • 101. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Be responsive • Your website and social networks are a way for people to reach you • Online questions and complaints must be addressed promptly • Not responding can be bad • Don’t be afraid to admit your mistakes
  • 102. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Respect your audience • Keep data private and secure • Don’t over-post • Typically, 1-2 posts per day via each social network is enough to keep your audience engaged
  • 103. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Ask for what you want • Be direct with your audience – Share a video? – Sign up for an event? – Give their opinion on an industry issue? • Be relevant, educational, inspirational • Don’t hide that you’re looking to grow your membership and get people engaged
  • 104. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International People are people • Try to connect like you would IRL • Picture your audience as real people • Don’t change who you are just because you’re behind a computer screen • Give thanks and recognition
  • 105. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Relationships
  • 106. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Building relationships is key to turning prospects into members
  • 107. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Instead, think about connecting with people intentionally. Stop the random social media posts.
  • 108. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International LinkedIn • Don’t just “set it and forget it” • Update your profile often • Send them a personal note to connect • Post to your company page, too
  • 109. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International 4 Simple Steps To Growing Your Membership With LinkedIn
  • 110. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Twitter • Search out members and prospects on Twitter • Categorize into lists • Look at your lists for a few minutes each day • Re-tweet content that you like and share valuable content
  • 111. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Facebook • Ask members and prospects to like your page • Don’t send friend requests to every prospect • Create private lists • Respond to posts on your company page
  • 112. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Schedule posts (some) • Tool such as Buffer or Hootsuite • Space out posts for the day • Post items to different networks • Use different “lead ins” on different networks
  • 113. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Your Website • Prospective member’s introduction to your organization • First impression you have in starting that relationship • Demonstrate your value • Activities vs accomplishments
  • 114. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Your AMS • Store social media profiles, just as you would a phone number or address • Record key conversations within your AMS • Track lead source for future reporting
  • 115. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Bonus Tip – For your members Add members’ social media links on their listing on your website. Connect them with potential customers.
  • 116. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Listening is key
  • 117. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Don’t Forget - Listening is key • Don’t get so caught up in sharing content that you forget to listen. • Building relationships online takes time, just like it does offline. • Listening will help cue you into your members’ and prospects’ passions and help you tailor your future content to their interests. • Don’t delete posts, even if they are negative about your organization. Simply respond in a timely manner to show you are addressing the issue.
  • 118. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International
  • 119. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Opening Remarks – DJ & Terry Coming up: 3 Questions
  • 120. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Opening Remarks – DJ & Terry 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
  • 121. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Opening Remarks – DJ & Terry 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
  • 122. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Opening Remarks – DJ & Terry WebLink Website Management System • Very easy to add pages and edit content • Drag and drop new content sections • Quickly modify the navigation menu • Easily add photos, videos, buttons, documents, blog posts and more
  • 123. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Next Webinar Creating an Agile & Innovative Association Friday, May 16, 2014 2:00 PM - 3:00 PM EDT Register Now Sterling Raphael Founder Next Step Labs Jeff De Cagna Chief Strategist and Founder Principled Innovation, LLC Maddie Grant Chief Social Media Strategist Social Fish Doug Blizzard Vice President of Membership Capital Associated Industries Our panel of 4 association and technology experts share insights on becoming agile and innovative to grow and retain your membership.
  • 124. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Opening Remarks – DJ & Terry 3 Questions Please answer these to receive a copy of the presentation.
  • 125. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International Webinar Summary • Right audience • Great content • Right time • Right channel • Ways to respond & share • Engage your audience • Stand out from the crowd
  • 126. Demystifying Inbound Marketing: 5 Essential Elements to Attract, Retain and Activate Members © WebLink International “Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin
  • 127. 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

×