5 Steps to Growing Your Membership Through LinkedIn - FACP

5 Steps to Growing Your
Membership Through

Session Agenda
• Maximize your
presence
• Attract followers
• Engage followers
• Measure engagement
• Try LinkedIn ads
5 Steps to Growing Your Membership Through LinkedIn

#FACP

© 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

• 7 years @ WebLink

linkedin.com/in/curtmoss
linkedin.com/company/weblink-international

– Faculty for W.A.C.E.
– Present at association and
chamber conferences

#IACCE
#FACP


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


#FACP


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


#FACP



#FACP


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


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


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WebLink Blog


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Why bother using LinkedIn?


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“Even if you’re
on the right
track, you’ll get
run over if you
just sit there.”
- Will Rogers

LinkedIn Stats
240 Million Users
3 Million Company Pages
1.5 Million Groups
42% of users update
profile regularly
• 81% of users belong to at
least one group
• 50% have Bachelor’s or
Master’s degree
•
•
•
•

Sources: Business 2 Community, LinkedIn

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43% of marketers have acquired a
customer through LinkedIn.

Source: HubSpot, 2013 State of Inbound Marketing

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LinkedIn = Better Conversions
LinkedIn generated the highest
visitor-to-lead conversion rate at 2.74%,
almost 3 times higher (277%) than both
Twitter (.69%) and Facebook (.77%).

Source: HubSpot Internal Customer Study

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LinkedIn = Big Deal for Business


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Which best describes your knowledge of LinkedIn?
Extensive
4%

Little or no
knowledge
12%

Moderate
43%
Limited
41%


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Do you store your members’ LinkedIn pages and
profiles in your membership management software?
We have
LinkedIn data
stored for MOST
of our members
2%

We have
LinkedIn data
stored for a
FEW of our
members
12%

Unsure
33%

We don’t have
that feature in
our system
53%


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How is your staff using LinkedIn?
No one at our
organization is
using LinkedIn
8%

We update our
company page
often and
engage in
discussions
15%
We have a
company page
but don’t do
much to engage
40%


Staff uses
LinkedIn but we
don’t use it as
an organization
37%

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How much of an impact has LinkedIn made
to your organization?
It’s essential for
us and makes a
big impact on
membership
5%

LinkedIn has not
made any
impact on our
organization
49%


We use LinkedIn
but it hasn’t
made a big
impact
46%

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How Can LinkedIn Benefit
Your Organization?


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Extend Your Reach


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Improve Your Relevance


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Increase Member Engagement


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Grow Your Membership


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Maximize Your Presence


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1


2

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•
•
•
•
•
•
•

Company Type
Company size
Website URL
Industry (Non-Profit)
Operating Status
Year Founded
Locations


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• Company Name
• Description
• Language

• Admins


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Add Products and Services


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• Big event
• Benefit programs
• Affinity programs
• Government affairs
efforts
• Membership tiers
• Foundation
• Educational programs

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•
•
•
•
•
•
•
•

Name
Category
Description
Image
Company contact
URL
YouTube Video
Features/Benefits


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Get Recommendations


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Add Job Listings

1


2

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Connect Your Blog


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Connect Your Blog
• Auto-post or schedule
posts via Hootsuite or
other service
• Buffer now supports
LinkedIn pages
• Or, post manually each
time


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Post Updates


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Targeted Content
•
•
•
•
•
•

Company size
Industry
Job function
Seniority
Geography
Include/Exclude
company employees


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Examples


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LinkedIn Pages vs. Groups
Pages
• Add many more details
about your organization
• Images
• Product/services
• Anyone can see updates
and interact


Groups
• Private
• Have to join to see what’s
going on
• Require moderation
• Good for discussion among
group members

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Attract Followers


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Send Invites
• Co-workers
– Add current position at
your organization

• Members
• Industry thought
leaders
• Business associates
• Tell them why they’ll
benefit
• Reward them?

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Create a campaign strategy
• Create editorial calendar
for posts (Plan!)
– Date, topic, link, author,
target audience

• Add link/icon on your
website to LinkedIn page
• Email signature
• Reward users for
following you or sharing
your posts


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Leverage LinkedIn Groups
• Start conversations
• Give members a reason
to share content or
comment
• Join related or similar
groups
• Post questions &
content in these groups
as well


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Engage Followers


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

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


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Tell a story

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Creating Great Content
• Informative
– Expertise
– Tips
– Insight

• Different
– Personality
– Fresh Take
– Surprises


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The Two Yutes


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What does
“My Cousin Vinny” and
the Two Yutes have to
do with creating content?


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The Three “U”s
• Unique
• Useful
• Updated


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“Tastes like chicken” isn’t a compliment
- Seth Godin

Great Content

“Don’t interrupt what people are interested in.
Be what people are interested in.”

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This isn’t the content you’re looking for


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LinkedIn Posting: Best Practices


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Use Images (98% higher comment rate)

Source: LinkedIn


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Include Links (drives 2x engagement)

Source: LinkedIn


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Add Videos (75% higher share rate)


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More Best Practices
• KISS (Keep it Short & Simple)
• Give audience a reason
to engage
• Ask questions
– Worst/best customer
service
– Biggest business
mistake/success
– Hiring tips
– Networking advice

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More Best Practices
• 80/20 rule - post 4
audience-focused items
for every 1 promoting
your organization
• Mix entertaining,
inspirational with
informative and
insightful posts


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More Best Practices
• Engage your co-workers
• Share updates
• Add comments
• LinkedIn Company Page,
Groups and your own
personal accounts


#FACP


Clear Calls To Action
•
•
•
•
•
•

Sign up for an event
Share an article
Download a case study
Tell their story
Take a survey
Contact their
representative


#FACP


Frequency
Companies that post 20 times per month reach
at least 60% of their audience (LinkedIn)


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Thank Your Recommenders!
• Send LinkedIn messages
• Email
• Mention/tag them on
Twitter or Facebook
• Thank you notes
• Phone calls


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Measure Engagement


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Insight & Analytics


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View Your Followers


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Website Traffic


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Try LinkedIn Ads


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Sponsored Updates Resources
• 3 Steps to Targeting LinkedIn Sponsored
Updates
• How-To Use LinkedIn Sponsored Updates
Campaign Options [VIDEO]
• Making Changes to Your Sponsored Updates
On The Go [VIDEO]


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Have You Tried LinkedIn Ads?


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Bonus Tip – For your members
Add members’ social media links on their listing
on your website. Connect them with potential
customers.


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Use your AMS to store
members’ profile data


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Personal Profile Tips
Professional Photo!
Concise description
Use keywords
Complete education
and work history, with
descriptions
• Make connections!
• Ask for
recommendations and
endorsements
•
•
•
•


#FACP


Opening Remarks – DJ & Terry

Coming up: 3 Questions


#FACP



WebLink Recap: An Integrated Solution
• ONE web-based centralized
database
• Prospects, members, nonmembers and all reps in
same system
• Financials, events, email,
committees, website,
reporting

Financial
System
Prospects

Website

Central
DB
Email
Marketing

Events

Members


#FACP



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

#FACP



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


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3 Questions
Please answer these to receive a
copy of the presentation.


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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]

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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

#FACP


Webinar Summary
•
•
•
•
•
•
•
•

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


#FACP


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

#FACP


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 Steps to Growing Your Membership Through LinkedIn - FACP

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