Mais conteúdo relacionado Semelhante a 5 Ways Your Website Lets Your Members Down (20) 5 Ways Your Website Lets Your Members Down 3. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
4. 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 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
6. About WebLink
• Association
Management Software
• Website Design &
Development
• Non-Dues Revenue
Programs
• Partner in Your Success
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
7. 5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
8. WebLink Websites
• Responsive website
design
• Automatically adjusts
for any screen
• Fully integrated
database & website
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
9. About WebLink
• iPad app for mobile
commerce
• Integrated credit card
reader
• New member sales
• Event registrations
• Pay open invoices
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
12. 1. Outdated or Poor Content
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
13. Outdated or Poor Content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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
14. This page coming soon.
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
15. Fixing Outdated or Poor Content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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
16. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
17. Value vs. Relevance
• The most
frequently used
word with
“Relevant” is…
• NOT
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
18. Value vs. Relevance
• No one says, “Wow,
that association is
really relevant for
me.”
• They want useful.
• They want ROI.
• They want value.
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
19. A Question
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
20. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
21. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
22. 2. Not Easy To Update
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
23. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
24. 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
5 Ways Your Website Lets Your Members Down
Website
Database
@WebLink
© WebLink International
25. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
26. Core Problem – Hard to Use
• File/Tree View
• Open only the content
areas
• Need expert to move
items, change theme
• Need html knowledge
• Workarounds
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
29. Easily add video
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
31. How this lets your members down
• Organization seems
static
• Not engaging members
or the business
community
• “Same old, same old”
• Not getting good
information
• Not getting value
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
33. Hiding your business directory online
• Not easily accessible
• Member Directory vs.
Business Directory
• Buried under complex
navigation
• Hard to use/search
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
41. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
42. How this lets your members down
• Not gaining exposure
• Missing out on new
business
• Can’t network as easily
• Aren’t getting value
from your organization
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
43. 4. Not Mobile Friendly
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
44. Not Mobile Friendly
• Pinch, zoom and slide to
see content
• Can’t access some
content
• Longer load times
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
45. 5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
46. 5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
47. “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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
48. Mobile vs. Desktop Internet Access
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
49. How this lets your members down
• 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
50. 5. Not Tracking & Sharing Referrals
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
51. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
53. How this lets your members down
• Not getting the value
they want
• Not receiving
communication
• May not trust the
organization
• Questioning their ROI
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
54. 6. No Sharing Options
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
55. Sharing Options
• Links to share content
on Facebook, Twitter,
LinkedIn, etc.
• Makes it easy for site
visitors to post
elsewhere
• ShareThis
• AddThis
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
56. 5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
57. 5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
58. How this lets your members down
• Organization doesn’t
build a bigger presence
• Not “connected”
• Can’t easily tell others
about you (if they
wanted to)
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
59. 7. No Self Service
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
60. Self Service
• Association
management software
should be integrated to
your website
• Members (and nonmembers) can access
information, register for
events, order products
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
61. How this lets your members down
• 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
62. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
63. Google Analytics
• New visitors vs.
returning
• Top entry pages
• Time on site
• Bounce rate
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
67. Types of Content
•
•
•
•
•
•
•
Blog posts
Articles/pages on site
eBooks
Case studies
Videos
Webinars (record them)
Slide Share
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
69. 25 Blog Posts (Content) Ideas
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
70. 25 Blog Posts (Content) Ideas
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?
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
71. 25 Blog Posts (Content) Ideas
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?
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
72. 25 Blog Posts (Content) Ideas
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)
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
73. 25 Blog Posts (Content) Ideas
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?
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
74. 25 Blog Posts (Content) Ideas
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?
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
75. Content!
• Use content as question
prompts
• Answers to common
questions
• Blog posts
• Webinars
• Events
• Discussion questions
• Research, case studies,
whitepapers
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
76. Creating Great Content
• Understand your
audience
• Connect with them
• Give them information
they want & need
• Use emotion
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
77. Tell a story
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
78. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
79. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
80. iPad App for Mobile Commerce
• Sell memberships
• Event registrations
• Integrated credit card
reader
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
81. 3 Questions
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
82. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
83. 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]
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
84. 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
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
86. “Turn strangers
into friends.
Turn friends into
customers.
Turn customers
into salespeople.”
- Seth Godin
5 Ways Your Website Lets Your Members Down
@WebLink
© WebLink International
88. 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