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How to Gain & Retain Members Online

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2017 MACE Annual Conference presentation from Drew Harden of Blue Compass.
Getting your message to connect with current and potential chamber members can be a challenge. This session will teach you how to use your website and social media presence to more effectively reach your target audience through blog articles, search engine optimization, targeted social posts, and more.

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How to Gain & Retain Members Online

  1. 1. How to Gain & Retain Members Through Your Online Presence @drewharden
  2. 2. Download the presentation: bluecompass.com/download
  3. 3. Content Marketing
  4. 4. What is Content?
  5. 5. What is Content? Anything that is useful, entertaining or generally adds value to the recipient.
  6. 6. What is Content Marketing?
  7. 7. What is Content Marketing? The creation and distribution of content to increase the value of a brand and attract an audience.
  8. 8. Advertising vs. Content Marketing
  9. 9. Advertising vs. Content Marketing
  10. 10. Content Marketing "High-quality web content that's useful, usable and enjoyable is one of the greatest competitive advantages you can create for yourself online." – Kristina Halvorson, Founder of Brain Traffic
  11. 11. Content Marketing “How can I share content that ensures my chamber is viewed as the #1 business resource for my audience?” The highest goal of marketing is to build trust with your audience.
  12. 12. What Type of Content Should I Make? ● Blog articles ● Videos ● Infographics ● Quizzes ● Surveys ● Memes ● Guides, how-tos ● Reviews ● eBooks ● Case studies, research ● Podcasts ● Interviews
  13. 13. GreatSuccessesinSEO Content Marketing Success
  14. 14. Search Engine Optimization (SEO)
  15. 15. Search Engine Optimization ▪ Google receives over 100 billion searches a month. ▪ Search is the #1 driver of traffic to sites, beating social media by over 300%. ▪ 85% of users never scroll past the first page of results. ▪ On Google, 33% of organic clicks go to the #1 position, 18% of organic clicks go to the #2 position and 11% of organic clicks go to the #3 position. https://www.imforza.com/blog/8-seo-stats-that-are-hard-to-ignore/ http://www.webpresencesolutions.net/150-digital-marketing-seo-statistics-2016/
  16. 16. Social Media Marketing
  17. 17. Social Media Marketing § Great for awareness and promotion. § 1.3 million pieces of content are shared on Facebook every minute. § Only 2% - 8% of an organization’s Facebook posts are seen by its followers. § Average engagement rate for Facebook is 5% and 1.6% for Twitter. Source: https://socialpilot.co/blog/125-amazing-social-media-statistics-know-2016/
  18. 18. 10Ways to Use Digital Marketing to Gain and Retain Members
  19. 19. #1Define Your Audience & Learn How It Searches
  20. 20. Let’s Start With Keywords! Keywords are the fundamental building blocks of SEO. Develop a list of your most desired keywords!
  21. 21. Keyword Tools google.com/trends adwords.google.com/keywordplanner MOZ Keyword Explorer google.com
  22. 22. #2Establish a Content Marketing Strategy
  23. 23. Establish a Content Calendar Keeps your content on a schedule and helps make your team accountable.
  24. 24. But My Content Is Boring!
  25. 25. How Do I Come Up With Good Content? ● Brainstorm ● “Steal” from others ● Ask your audience ● Piggyback off what is trending: ○ google.com/alerts ○ google.com/trends ○ twitter.com/search ○ hubspot.com/blog-topic-generator
  26. 26. Goal: Get target audience to sign up for a pest inspection appointment.
  27. 27. Goal: Get visitors to purchase a legal insurance plan.
  28. 28. Goal: Get visitors to schedule an appointment with a foot & ankle specialist.
  29. 29. Content Ideas § Local marketing data § Digital marketing tips § Leadership insights § Guidance on company culture § Local business leader interview § Best places for a business lunch § Predictions for 2018’s business climate § Top office pranks played by chamber members last year § Inspiring business startup stories
  30. 30. #3Write Compelling Headlines for News, Blogs & Events
  31. 31. Write a Compelling Headline Ensure it includes: • One or two keywords • Ten words or less • Numbers • A question • Uniqueness and curiosity
  32. 32. Write a Compelling Headline “Mustache Hygiene” “10 Surprising Ways to Groom Your Mustache” “Cardiovascular Health Is Important” “Are You Positive You Have a Healthy Heart?” “The Greatest Secret in the World” “The Greatest Golfing Secret in the World” • coschedule.com/headline-analyzer
  33. 33. #4Use the Right Visuals
  34. 34. Stock Photos?
  35. 35. Good, original graphics 1. Great for generating visual interest 2. Increases shares of the page on which they are placed 3. Boosts time-on-page
  36. 36. #5Ensure Your Page Content
  37. 37. Ensure Web Pages & Articles are the Right Length 600+ words Write articles that are long enough to bring value to visitors and search engines. Don’t use less than 600 words.
  38. 38. #6Update Your Meta Titles &
  39. 39. Meta Titles & Descriptions
  40. 40. #7Get Rid of Duplicate Content
  41. 41. Duplicate Content seoreviewtools.com/duplicate-content-checker
  42. 42. #7Check Spelling & Grammar
  43. 43. Review, Review, Review! “We may diminish the rankings of low- quality pages, such as an article that includes many grammar and punctuation errors." - Google, 2017
  44. 44. #8Promote Your Content
  45. 45. Promote • SEO • Online PR • Newsletters • Internal linking • Social media posts
  46. 46. Social Media Post Best Practices • Small amount of copy – Facebook posts with 40 characters receive 86% more engagement – Twitter posts with 110 characters receive 17% more engagement • Mosts posts should point back to your website source: https://blog.bufferapp.com/optimal-length-social-media
  47. 47. End Posts With a Question Posts that end with a question receive 162% more interactions than a normal post Source: https://socialpilot.co/blog/125-amazing-social-media-statistics-know-2016/
  48. 48. Mention Other Accounts
  49. 49. Don’t Post too Often or too Little • Pinterest - 5 times a day • Twitter - 3 times a day • Facebook - 2 times a day • Instagram - 2 times a day • LinkedIn - 1 time a day
  50. 50. Promoted Social Media Posts
  51. 51. Promoted Social Media Posts business.facebook.com ads.twitter.com ads.pinterest.com
  52. 52. #9Monitor & Optimize
  53. 53. Monitor & Optimize Your Website Google Analytics Google Search Console Moz Buzzsumo
  54. 54. #10Use Video
  55. 55. Video
  56. 56. ● Keep videos short ● Add a lengthy description ● Include links in the description ● Add tags ● Add closed captioning ● Use an intriguing screenshot ● Embed videos in your web pages YouTube Tips
  57. 57. #11Get reviews
  58. 58. Reviews
  59. 59. DO NOT ...
  60. 60. DO NOT … ▪ Expect great results on a website with a poor design. ▪ Have a website that’s not mobile-friendly. ▪ Use all copy and no photos on pages. ▪ Have paragraph content less than 16 font. ▪ Post content and consider yourself done. ▪ Blog at a URL that is separate from your website, or a subdomain of your website.
  61. 61. Thank You! bluecompass.com/download @drewharden

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