Growing Your Membership Through LinkedIn With These 5 Simple Steps

5 Steps to Growing Your Membership Through

5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn

Session Agenda

• Maximize your presence

• Attract followers

• Engage followers

• Measure engagement

• LinkedIn ads

• LinkedIn posts


About Me

• Passion for all things technology, the web, photography and sports

• Husband and father of two boys

• 14 Years a WebLinker


About WebLink• SaaS Company (Software as a Service), Leading Software Provider

to Chambers of Commerce and Business Associations

• Established in 1996, 50 Employees, based in Indianapolis, IN

• 94% Customer Retention Rate

• Based in Indianapolis, Indiana

• 94% Customer Retention Rate


About WebLink• Membership

Management Software

• Website Design & Development

• Non-Dues Revenue Programs

• Partner in Your Success


Why bother using LinkedIn?

“Even if you’re

on the right

track, you’ll get

run over if you

just sit there.”

- Will Rogers

Fish where the fish are.


LinkedIn Stats

• 300 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


43% of marketers have acquired a customer through LinkedIn.

Source: HubSpot, 2013 State of Inbound Marketing


LinkedIn = Better Conversions

LinkedIn generated the highest visitor-to-lead conversion at almost

3 times higher other social platforms.

Source: HubSpot Internal Customer Study

Linked In:

Twitter:

Facebook:

2.74%0.69%

0.77%


LinkedIn = Big Deal for Business


Which best describes your knowledge of LinkedIn?

Little or no knowledge

12%

Limited41%

Moderate43%

Extensive4%


Do you store your members’ LinkedIn pages and profiles in your association management software?

Unsure33%

We don’t have that feature in

our system53%

We have LinkedIn data stored for a FEW of our members

12%

We have LinkedIn data

stored for MOST of our members

2%


How is your staff using LinkedIn?

No one at our organization is using LinkedIn

8%

Staff uses LinkedIn but we don’t use it as

an organization37%

We have a company page but don’t do

much to engage40%

We update our company page

often and engage in

discussions15%


8%

37%

40%

15%


No one at our organization isusing LinkedIn

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

We have a company page but don’t do much to engage

We update our company pageoften and engage in discussions


5%

46%

49%


It’s essential for us and makes a big impact on membership

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

LinkedIn has not made anyimpact on our organization


33%

53%

12%2%


Unsure

We don’t have that feature in our system

We have LinkedIn data storedfor a FEW of our members

We have LinkedIn data storedfor MOST of our members


How much of an impact has LinkedIn made to your organization?

It’s essential for us and makes a big impact on membership

5%

We use LinkedIn but it hasn’t made a big

impact46%

LinkedIn has not made any

impact on our organization

49%


How Can LinkedIn Benefit Your Organization?


Extend Your Reach


Increase Member Engagement


Grow Your Membership


Maximize Your Presence


1 2


• Company Type

• Company size

• Website URL

• Industry (Non-Profit)

• Operating Status

• Year Founded

• Locations


• Company Name

• Description

• Language

• Admins


Add Products and Services



• Big event

• Benefit programs

• Affinity programs

• Government affairs efforts

• Membership tiers

• Foundation

• Educational programs



• Name

• Category

• Description

• Image

• Company contact

• URL

• YouTube Video

• Features/Benefits


Get Recommendations


Add Job Listings

1 2


Connect Your Blog


Connect Your Blog

• Auto-post or schedule posts via Hootsuite or other service

• Buffer now supports LinkedIn pages

• Or, post manually each time

https://hootsuite.com/

http://blog.bufferapp.com/schedule-linkedin-posts-introducing-buffer-for-linkedin-company-pages-the-easiest-way-to-post-and-schedule-linkedin-page


Post Updates


Targeted Content

• Company size

• Industry

• Job function

• Seniority

• Geography

• Include/Exclude company employees


Examples


http://www.linkedin.com/company/american-cancer-society?goback=.fcs_*2_*2_false_R_*2_*2_*2_43_*2_*2_*2_*2_*2_*2_*2&trk=company_logo

http://www.linkedin.com/company/american-cancer-society?goback=.fcs_*2_*2_false_R_*2_*2_*2_43_*2_*2_*2_*2_*2_*2_*2&trk=company_logo


http://www.linkedin.com/company/ohio-restaurant-association?trk=top_nav_home

http://www.linkedin.com/company/ohio-restaurant-association?trk=top_nav_home


http://www.linkedin.com/company/67767?trk=tyah&trkInfo=tas:california rest

http://www.linkedin.com/company/67767?trk=tyah&trkInfo=tas:california rest


http://www.linkedin.com/company/hotel-council-of-san-francisco?trk=top_nav_home

http://www.linkedin.com/company/hotel-council-of-san-francisco?trk=top_nav_home


http://www.linkedin.com/company/greater-boston-chamber-of-commerce?trk=top_nav_home

http://www.linkedin.com/company/greater-boston-chamber-of-commerce?trk=top_nav_home


http://www.linkedin.com/company/n.c.-restaurant-and-lodging-association-ncrla-

http://www.linkedin.com/company/n.c.-restaurant-and-lodging-association-ncrla-


http://www.linkedin.com/company/canadian-bar-association

http://www.linkedin.com/company/canadian-bar-association


http://www.linkedin.com/company/343286?trk=tyah&trkInfo=tas:raleigh chamber

http://www.linkedin.com/company/343286?trk=tyah&trkInfo=tas:raleigh chamber


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


Attract Followers


Send Invites

• Co-workers

• Members

• Industry thought leaders

• Business associates

• Tell them why they’ll benefit

• Reward them?


Create a campaign strategy

• Create editorial calendarfor posts (Plan!)

• Add link/icon on your website to LinkedIn page

• Email signature

• Reward users for following you or sharing your posts

http://info.weblinkinternational.com/social-media-calendar


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


Engage Followers


Content!

• Use content as question prompts

• Answers to common questions

• Blog posts

• Webinars

• Events

• Discussion questions

• Research, case studies, whitepapers

http://www.linkedin.com/company/adobe

http://www.linkedin.com/company/adobe


Creating Great Content

• Understand your audience

• Connect with them

• Give them information they want & need

• Use emotion


Tell a story


Creating Great Content

• Informative

– Expertise

– Tips

– Insight

• Different

– Personality

– Fresh Take

– Surprises


The TwoYutes


What does “My Cousin Vinny” and the Two Yutes have to

do with creating content?


The Three “U”s

• Unique

• Useful

• Updated

“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.”


This isn’t the content you’re looking for


LinkedIn Posting: Best Practices


Use Images (98% higher comment rate)

Source: LinkedIn

http://www.linkedin.com/company/15288?trk=tyah&trkInfo=tas:association of

http://www.linkedin.com/company/15288?trk=tyah&trkInfo=tas:association of

http://www.linkedin.com/company/13607?trk=tyah&trkInfo=tas:Association of

http://www.linkedin.com/company/13607?trk=tyah&trkInfo=tas:Association of


Include Links (drives 2x engagement)

Source: LinkedIn

http://www.linkedin.com/company/7137?trk=tyah&trkInfo=tas:association

http://www.linkedin.com/company/7137?trk=tyah&trkInfo=tas:association

http://www.linkedin.com/company/vimeo?trk=company_logo

http://www.linkedin.com/company/vimeo?trk=company_logo


Add Videos (75% higher share rate)

http://www.linkedin.com/company/16140?trk=tyah&trkInfo=tas:youtube

http://www.linkedin.com/company/16140?trk=tyah&trkInfo=tas:youtube


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


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


More Best Practices

• Engage your co-workers

• Share updates

• Add comments

• LinkedIn Company Page, Groups and your own personal accounts


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


Frequency

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


Thank Your Recommenders!

• Send LinkedIn messages

• Email

• Mention/tag them on Twitter or Facebook

• Thank you notes

• Phone calls


Measure Engagement


Insight & Analytics


View Your Followers


Website Traffic


Try LinkedIn Ads


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]

http://marketing.linkedin.com/blog/3-steps-targeting-linkedin-sponsored-updates

http://marketing.linkedin.com/blog/how-use-linkedin-sponsored-updates-campaign-options-video

http://marketing.linkedin.com/blog/making-changes-your-sponsored-updates-go-video


Have You Tried LinkedIn Ads?


Bonus Tip – For your members

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


Use your AMS to store members’ profile data


Personal Profile Tips

• Professional Photo!

• Concise description

• Use keywords

• Complete education and work history, with descriptions

• Make connections!

• Ask for recommendations and endorsements


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

Central DB

Financial System

Website

Email Marketing

Members

Events

Prospects


Association & Chamber Websites

• 500+ client websites

• WebLink Local business directory drives 67% increase in traffic from organic searches

• Adds value for members

• Responsive website design


iPad App for Mobile Commerce

• Sell memberships

• Event registrations

• Integrated credit card reader


Question


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]

https://www.openforum.com/articles/4-reasons-your-linkedin-company-page-needs-work/

http://marketing.linkedin.com/blog/good-company-how-best-class-marketers-use-linkedin-company-pages-grow-their-business

http://blog.linkedin.com/2012/12/12/best-linkedin-company-pages-of-2012/

http://blog.linkedin.com/2013/09/05/20-tips-to-amplify-your-brand-on-linkedin-slideshow/


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

http://www.slideshare.net/LImarketingsolutions/15-tips-for-compelling-company-updates#!

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/creating-the-right-content-for-your-associations-content-marketing-strategy

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/why-chambers-and-associations-have-a-content-marketing-advantage

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/using-google-analytics-for-chambers-and-associations


Webinar Summary

• Great content

• Right audience

• Right time

• Right channel

• Ways to respond

• Ways to share

• Engage your audience

• Stand out from the crowd

http://www.amazon.com/Purple-Cow-New-Transform-Remarkable--/dp/1591843170/ref=sr_1_1?ie=UTF8&qid=1286838408&sr=8-1



“Turn strangers

into friends.

Turn friends into

customers.

Turn customers

into salespeople.”

- Seth Godin



WebLink International3905 Vincennes Road, Suite 210 Indianapolis, IN 46268P 317-872-3909 | 1-877-231-4970 | F 317-872-3929

weblinkinternational.com | weblinkblog.com

Benji Craig

WebLink International

3905 West Vincennes Road, Suite 210

Indianapolis, IN 46268

1-877-231-4970

[email protected]

https://www.linkedin.com/in/benjicraig

https://twitter.com/benjicraig

http://www.weblinkinternational.com/

http://www.weblinkblog.com/

mailto:[email protected]

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Growing Your Membership Through LinkedIn With These 5 Simple Steps

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