Wake up! It's time to talk about data! Some of us can't get enough of data, while others of us find it, well...boring. In this webinar, we'll show you why data is power - and how knowing what to measure will drastically grow your organization. WebLink President, CEO, and Founder DJ Muller will walk you through 5 surefire ways that you can use data to get more members - and prove that data is anything but boring once and for all! In this webinar you will learn how to: interpret website traffic data to identify and target prospects; utilize data to boost website traffic and member referrals; create member personas to develop a personalized member engagement strategy; and track lead source data to improve marketing results.

1. 5 Surefire Ways to Grow Membership
Using Data

2. Today’s Agenda
I. Introduction
II. Importance of Using Data to Make Decisions
III. 5 Ways to Grow Membership Using Data
i. Use website traffic data to identify members getting the most value
ii. Boost website traffic and member referrals
iii. Use referral data to show to prospects
iv. Use personas to track engagement data
v. Track lead source data to improve marketing results

3. Started WebLink in 1996
25 years of industry experience
Technology Innovator
President and Founder, CEO
WebLink International, Inc.
DJ.Muller@WebLinkInternational.com
DJ Muller

4. 20+ years experience
15,000+ users
730,000+ members
10,000,000+ profiles
We’ve seen it. We’ve done it.
And we’re here to help you.
Acquire. Engage. Retain.

5. The Membership Lifecycle
Acquire Engage Retain

6. We are the membership database of
record for our customers.
DIRECTORY

7. Data-driven decisions.
Reduce Risk, and Improve Your Odds of Success!

8. “If you can’t measure it, you
can’t manage it.”
Data matters.

9. Focusing on the right information by asking
what’s important to your members and
organization is a key point in obtaining better
data decision making.
Data analysis and reporting provide ways to
identify problems, assess risks, and share
knowledge gained to assist your organization to
GROW your Membership!
You’ll have less anxiety and higher levels of
confidence when you use data to make
decisions than emotional ones.
Data-Driven Decision Making
Don’t be overwhelmed…just start!!

10. Decision Cycle
• The implementation of the decision cycle helps provide insights in your organization
around membership retention, customer demographics, and other areas.
• The decision cycle allows organizations to use data to inform business decisions.
• Tools like WebLink Connect, Excel, Power BI, Power Query, and Power Pivot help assist in
using analytics to make data-driven decisions.
Processes Data Information Knowledge Decision
Data Foundation Business
Execution
Data Mining Data Analysis Learning &
Collaboration

11. Identify your best prospects.
Number one.

12. 1. Review Top Member Categories that
are searched most often
2. Run report for one month time frames
3. Compare month to month
4. Target prospects
5. Also, Review your lifetime value report
Top Member Category Report
Website Directory Searches

13. Boost website traffic and
member referrals.
Number two.

14. Add direct links to popular categories
Add community events
• Include local sports events
Rename and/or add a Business Directory
vs. a Member Directory
Consider adding (*gulp*) ALL local
businesses to your directory
• Give your members a preference and
clear advantages
Have members update social media links
Grow Website Traffic & Referrals

15. Tips:
• Add amenities
• Membership Levels
• Add descriptions
Show off to prospects!
• Build out one listing for each of your
top categories to show to prospects
Highlight Members in Top
Categories

16. Demonstrate value.
Number three.

17. “The Chamber is providing me with a
competitive advantage, and I know I
am getting more leads than non-
members.”
Jim Johnson, Best Western
Show prospects they are missing out!
• “Fear of Loss” is a big motivator
Use Referral Reports in Sales
Presentations

18. Get to know your audience.
Number four.

19. Define and Develop Member Personas
Let’s look at an example…
The Business Owner
Who are they?
 Business thought leaders
 Age: 35 - 65+
 Well-known and respected in the community
 Bachelor’s Degree +
What they want
 Increased productivity
 Referrals
 Networking
 Exposure
Pain Points
 Meeting payroll
 Employee turnover
 Communicating with Board members
 Securing investors
Title/Specialty in organization
 President/CEO
 Owner
The Ladder Climber
Who are they?
 Young, tenacious and driven
 Impatient, fast-paced and results-oriented
 Age: 22 - 45
 Bachelor’s Degree
What they want
 Professional and leadership development
 Networking opportunities
 Educational, training and certification opportunities
Pain Points
 Lack of continuing education at work
 Lack of mentorship
Title/ Specialty in organization
 Entry level employees
 New managers
The Social Butterfly
Who are they?
 Young, vibrant and social
 Age 22 - 45
 Bachelor’s Degree
What they want
 Social community
 Community service opportunities
 Networking opportunities
 Consistent communication
Pain Points
 Lack of flexibility
 Inability to maintain a work/life balance
Title/Specialty in organization
 Communications
 Marketing

20. Example
Which of the following are the most prevalent challenges facing your
business?
 Increasing profits and growing revenues
 Managing cash flow
 Generating leads
 Retaining profitable customers
 Increased competition
 Government Policy & Regulation
 Organizational structure
 Communicating with the Board of Directors
 Employee engagement
 Hiring new employees
 Employee turnover
 Employee performance/motivation
 Providing employee benefits

21. Track marketing lead sources.
Number five.

22. Lead Source Examples

23. 1. Use website traffic data to identify
members getting the most value
2. Boost website traffic and member
referrals
3. Use referral data to show to prospects
4. Use personas to track engagement
data
5. Track lead source data to improve
marketing results
Recap: Growing Membership Using
Data

24. Short Commercial Break…

25. NEW! LIVE TV DASHBOARDS
FOCUS YOUR TEAM ON IMPROVING KEY MEMBER METRICS
Acquire. Engage. Retain.

26. Key Event, Member and Finance Dashboard
Acquire. Engage. Retain.

27. Marketing, Social Media Dashboard
Acquire. Engage. Retain.

28. If you’re interested in learning more about how
WebLink can help you do more than just grow
your membership, simply send me an email and
we can schedule a time to talk!
President and Founder, CEO
WebLink International, Inc.
DJ.Muller@WebLinkInternational.com
DJ Muller