5 Ways Your Website Lets Your Members Down

5 Ways
Your
Website
Lets Your
Members
Down

Session Agenda
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•
•
•
•
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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

@WebLink


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


@WebLink


About WebLink
@WebLink
facebook.com/weblinkinternational
linkedin.com/company/weblink-international
youtube.com/weblinkinternational
slideshare.net/weblinkinternational


@WebLink


About WebLink
• Association
Management Software
• Website Design &
Development
• Non-Dues Revenue
Programs
• Partner in Your Success


@WebLink



@WebLink


WebLink Websites
• Responsive website
design
• Automatically adjusts
for any screen
• Fully integrated
database & website


@WebLink


About WebLink
• iPad app for mobile
commerce
• Integrated credit card
reader
• New member sales
• Event registrations
• Pay open invoices


@WebLink


WebLink Blog


@WebLink


1. Outdated or Poor Content


@WebLink


Outdated or Poor Content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

@WebLink


This page coming soon.


@WebLink


Fixing Outdated or Poor Content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


@WebLink


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


@WebLink


Value vs. Relevance
• The most
frequently used
word with
“Relevant” is…
• NOT


@WebLink


Value vs. Relevance
• No one says, “Wow,
that association is
really relevant for
me.”
• They want useful.
• They want ROI.
• They want value.


@WebLink


A Question


@WebLink


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

@WebLink


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


@WebLink


2. Not Easy To Update


@WebLink


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


@WebLink


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

Website

Database

@WebLink


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


@WebLink


Core Problem – Hard to Use
• File/Tree View
• Open only the content
areas
• Need expert to move
items, change theme
• Need html knowledge
• Workarounds


@WebLink


Visual editor


@WebLink


Add/move pages


@WebLink


Easily add video


@WebLink


Photos/photo galleries


@WebLink


• Organization seems
static
• Not engaging members
or the business
community
• “Same old, same old”
• Not getting good
information
• Not getting value

@WebLink


3. Hidden/Poor/No Directory


@WebLink


Hiding your business directory online
• Not easily accessible
• Member Directory vs.
Business Directory
• Buried under complex
navigation
• Hard to use/search


@WebLink


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


@WebLink


• Not gaining exposure
• Missing out on new
business
• Can’t network as easily
• Aren’t getting value
from your organization


@WebLink


4. Not Mobile Friendly


@WebLink


Not Mobile Friendly
• Pinch, zoom and slide to
see content
• Can’t access some
content
• Longer load times


@WebLink


“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


@WebLink


Mobile vs. Desktop Internet Access


@WebLink


• 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

@WebLink


5. Not Tracking & Sharing Referrals


@WebLink


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

@WebLink


Referral Reporting


@WebLink


• Not getting the value
they want
• Not receiving
communication
• May not trust the
organization
• Questioning their ROI


@WebLink


6. No Sharing Options


@WebLink


Sharing Options
• Links to share content
on Facebook, Twitter,
LinkedIn, etc.
• Makes it easy for site
visitors to post
elsewhere
• ShareThis
• AddThis


@WebLink


• Organization doesn’t
build a bigger presence
• Not “connected”
• Can’t easily tell others
about you (if they
wanted to)


@WebLink


7. No Self Service


@WebLink


Self Service
• Association
management software
should be integrated to
your website
• Members (and nonmembers) can access
information, register for
events, order products


@WebLink


• 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


@WebLink


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


@WebLink


Google Analytics
• New visitors vs.
returning
• Top entry pages
• Time on site
• Bounce rate


@WebLink


Google Analytics


@WebLink


Creating Content


@WebLink


Content Guidelines
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•

Findable
Readable
Understandable
Actionable
Shareable

Source: Content Marketing Institute

@WebLink


Types of Content
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Blog posts
Articles/pages on site
eBooks
Case studies
Videos
Webinars (record them)
Slide Share


@WebLink


Repurposing Content
Blog
Post

eBook

Video

Webinar

Slide
share
@WebLink


25 Blog Posts (Content) Ideas


@WebLink


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?

@WebLink


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?

@WebLink


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)

@WebLink


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?

@WebLink


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?

@WebLink


Content!
• Use content as question
prompts
• Answers to common
questions
• Blog posts
• Webinars
• Events
• Discussion questions
• Research, case studies,
whitepapers

@WebLink


Creating Great Content
• Understand your
audience
• Connect with them
• Give them information
they want & need
• Use emotion


@WebLink


Tell a story

@WebLink


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


@WebLink


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

@WebLink


iPad App for Mobile Commerce
• Sell memberships
• Event registrations
• Integrated credit card
reader


@WebLink


3 Questions


@WebLink


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


@WebLink


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]

@WebLink


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

@WebLink


Webinar Summary
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Great content
Right audience
Right time
Right channel
Ways to respond
Ways to share
Engage your audience
Stand out from the
crowd


@WebLink


“Turn strangers
into friends.
Turn friends into
customers.
Turn customers
into salespeople.”
- Seth Godin

@WebLink


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

5 Ways Your Website Lets Your Members Down

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