5 Steps to Growing Your Membership Through LinkedIn
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The document outlines five key strategies for growing membership using LinkedIn, including maximizing presence, attracting and engaging followers, measuring engagement, and utilizing LinkedIn ads. It highlights LinkedIn's advantages for business, such as high conversion rates and user demographics beneficial for targeted marketing. The document also emphasizes the importance of creating quality content and maintaining active engagement to foster member relations and drive membership growth.
![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]
5 Steps to Growing Your Membership Through LinkedIn
#IACCE
© WebLink International](https://image.slidesharecdn.com/weblinklinkedinpresentationiacceoctober2013-131112152756-phpapp01/85/5-Steps-to-Growing-Your-Membership-Through-LinkedIn-84-320.jpg)
![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 Steps to Growing Your Membership Through LinkedIn
#IACCE
© WebLink International](https://image.slidesharecdn.com/weblinklinkedinpresentationiacceoctober2013-131112152756-phpapp01/85/5-Steps-to-Growing-Your-Membership-Through-LinkedIn-99-320.jpg)
5 Steps to Growing Your Membership Through LinkedIn
- 1. 5 Steps to Growing Your Membership Through
- 2. Session Agenda • Maximize your presence • Attract followers • Engage followers • Measure engagement • Try LinkedIn ads 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 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 • 7 years @ WebLink linkedin.com/in/curtmoss linkedin.com/company/weblink-international – Faculty for W.A.C.E. – Present at association and chamber conferences 5 Steps to Growing Your Membership Through LinkedIn #IACCE #IACCE © 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 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 5. About WebLink • Membership Management Software • Website Design & Development • Non-Dues Revenue Programs • Partner in Your Success 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 6. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 7. WebLink Websites • Responsive website design • Automatically adjusts for any screen • Fully integrated database & website 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 8. About WebLink • iPad app for mobile commerce • Integrated credit card reader • New member sales • Event registrations • Pay open invoices 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 9. Why bother using LinkedIn? 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 10. “Even if you’re on the right track, you’ll get run over if you just sit there.” - Will Rogers
- 11. Fish where the fish are.
- 12. 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 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 13. 43% of marketers have acquired a customer through LinkedIn. Source: HubSpot, 2013 State of Inbound Marketing 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 14. 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 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 15. LinkedIn = Big Deal for Business 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 16. Which best describes your knowledge of LinkedIn? Extensive 4% Little or no knowledge 12% Moderate 43% Limited 41% 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 17. 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% 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 18. 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% 5 Steps to Growing Your Membership Through LinkedIn Staff uses LinkedIn but we don’t use it as an organization 37% #IACCE © WebLink International
- 19. 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% 5 Steps to Growing Your Membership Through LinkedIn We use LinkedIn but it hasn’t made a big impact 46% #IACCE © WebLink International
- 20. How Can LinkedIn Benefit Your Organization? 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 21. Extend Your Reach 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 22. Improve Your Relevance 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 23. Increase Member Engagement 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 24. Grow Your Membership 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 25. Maximize Your Presence 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 26. 1 5 Steps to Growing Your Membership Through LinkedIn 2 #IACCE © WebLink International
- 27. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 28. • • • • • • • Company Type Company size Website URL Industry (Non-Profit) Operating Status Year Founded Locations 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 29. • Company Name • Description • Language • Admins 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 30. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 31. Add Products and Services 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 32. Add Products and Services • Big event • Benefit programs • Affinity programs • Government affairs efforts • Membership tiers • Foundation • Educational programs 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 33. Add Products and Services • • • • • • • • Name Category Description Image Company contact URL YouTube Video Features/Benefits 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 34. Get Recommendations 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 35. Add Job Listings 1 5 Steps to Growing Your Membership Through LinkedIn 2 #IACCE © WebLink International
- 36. Connect Your Blog 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 37. Connect Your Blog • Auto-post or schedule posts via Hootsuite or other service • Buffer now supports LinkedIn pages • Or, post manually each time 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 38. Post Updates 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 39. Targeted Content • • • • • • Company size Industry Job function Seniority Geography Include/Exclude company employees 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 40. Examples 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 41. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 42. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 43. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 44. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 45. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 46. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 47. LinkedIn Pages vs. Groups Pages • Add many more details about your organization • Images • Product/services • Anyone can see updates and interact 5 Steps to Growing Your Membership Through LinkedIn Groups • Private • Have to join to see what’s going on • Require moderation • Good for discussion among group members #IACCE © WebLink International
- 48. Attract Followers 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 49. Send Invites • Co-workers – Add current position at your organization • Members • Industry thought leaders • Business associates • Tell them why they’ll benefit • Reward them? 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 50. 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 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 51. 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 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 52. Engage Followers 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 53. Content! • Use content as question prompts • Answers to common questions • Blog posts • Webinars • Events • Discussion questions • Research, case studies, whitepapers 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 54. Creating Great Content • Understand your audience • Connect with them • Give them information they want & need • Use emotion 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 55. Tell a story 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 56. Creating Great Content • Informative – Expertise – Tips – Insight • Different – Personality – Fresh Take – Surprises 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 57. The Two Yutes 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 58. What does “My Cousin Vinny” and the Two Yutes have to do with creating content? 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 59. The Three “U”s • Unique • Useful • Updated 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 60. “Tastes like chicken” isn’t a compliment - Seth Godin
- 61. Great Content “Don’t interrupt what people are interested in. Be what people are interested in.” 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 62. This isn’t the content you’re looking for 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 63. LinkedIn Posting: Best Practices 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 64. Use Images (98% higher comment rate) Source: LinkedIn 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 65. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 66. Include Links (drives 2x engagement) Source: LinkedIn 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 67. Add Videos (75% higher share rate) 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 68. 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 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 69. 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 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 70. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 71. More Best Practices • Engage your co-workers • Share updates • Add comments • LinkedIn Company Page, Groups and your own personal accounts 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 72. 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 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 73. Frequency Companies that post 20 times per month reach at least 60% of their audience (LinkedIn) 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 74. Thank Your Recommenders! • Send LinkedIn messages • Email • Mention/tag them on Twitter or Facebook • Thank you notes • Phone calls 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 75. Measure Engagement 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 76. Insight & Analytics 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 77. View Your Followers 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 78. Website Traffic 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 79. Try LinkedIn Ads 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 80. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 81. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 82. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 83. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 84. 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] 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 85. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 86. Have You Tried LinkedIn Ads? 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 87. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 88. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 89. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 90. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 91. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 92. Bonus Tip – For your members Add members’ social media links on their listing on your website. Connect them with potential customers. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 93. Use your AMS to store members’ profile data 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 94. Personal Profile Tips Professional Photo! Concise description Use keywords Complete education and work history, with descriptions • Make connections! • Ask for recommendations and endorsements • • • • 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 95. 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 96. 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 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 97. 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 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 98. iPad App for Mobile Commerce • Sell memberships • Event registrations • Integrated credit card reader 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 99. 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 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 100. 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 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 101. Webinar Summary • • • • • • • • Great content Right audience Right time Right channel Ways to respond Ways to share Engage your audience Stand out from the crowd 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 102. “Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin 5 Steps to Growing Your Membership Through LinkedIn #IACCE © WebLink International
- 104. 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