More Related Content Similar to 5 Steps to Growing Your Membership Through LinkedIn (20) More from WebLink International (20) 5 Steps to Growing Your Membership Through LinkedIn 2. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Session Agenda
• Maximize your
presence
• Attract followers
• Engage followers
• Measure engagement
• Try LinkedIn ads
3. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
About Me
• Curt Moss, Senior
Product Marketing
Manager @ WebLink
• 12 years at member-
based orgs
– Las Vegas Chamber of
Commerce
– Chapter of National Safety
Council
• 7 years @ WebLink
– Faculty for W.A.C.E.
– Present at association and
chamber conferences
linkedin.com/in/curtmoss
linkedin.com/company/weblink-international
#WebLinkedIn
4. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
About WebLink
• Membership
Management Software
• Website Design &
Development
• Non-Dues Revenue
Programs
• Partner in Your Success
6. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
7. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
WebLink Websites
• Responsive website
design
• Automatically adjusts
for any screen
• Fully integrated
database & website
8. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
About WebLink
• iPad app for mobile
commerce
• Integrated credit card
reader
• New member sales
• Event registrations
• Pay open invoices
9. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Why bother using LinkedIn?
10. “Even if you’re
on the right
track, you’ll get
run over if you
just sit there.”
- Will Rogers
12. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
13. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
43% of marketers have acquired a
customer through LinkedIn.
Source: HubSpot, 2013 State of Inbound Marketing
14. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
15. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
LinkedIn = Big Deal for Business
16. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Which best describes your knowledge of LinkedIn?
Little or no
knowledge
12%
Limited
41%
Moderate
43%
Extensive
4%
17. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Do you store your members’ LinkedIn pages and
profiles in your membership management software?
Unsure
33%
We don’t have
that feature in
our system
51%
We have
LinkedIn data
stored for a
FEW of our
members
12%
We have
LinkedIn data
stored for MOST
of our members
4%
18. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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 organization
37%
We have a
company page
but don’t do
much to engage
40%
We update our
company page
often and
engage in
discussions
15%
19. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
impact
46%
LinkedIn has not
made any
impact on our
organization
49%
20. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
How Can LinkedIn Benefit
Your Organization?
21. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Extend Your Reach
22. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Increase Member Engagement
23. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Grow Your Membership
24. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Maximize Your Presence
25. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
1 2
26. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
27. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
• Company Type
• Company size
• Website URL
• Industry (Non-Profit)
• Operating Status
• Year Founded
• Locations
28. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
• Company Name
• Description
• Language
• Admins
29. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
30. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Add Products and Services
31. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Add Products and Services
• Big event
• Benefit programs
• Affinity programs
• Government affairs
efforts
• Membership tiers
• Foundation
• Educational programs
32. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Add Products and Services
• Name
• Category
• Description
• Image
• Company contact
• URL
• YouTube Video
• Features/Benefits
33. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Get Recommendations
34. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Add Job Listings
1 2
35. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Connect Your Blog
36. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Connect Your Blog
• Auto-post or schedule
posts via Hootsuite or
other service
• Buffer now supports
LinkedIn pages
• Or, post manually each
time
37. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Post Updates
38. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Targeted Content
• Company size
• Industry
• Job function
• Seniority
• Geography
• Include/Exclude
company employees
39. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Examples
40. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
41. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
42. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
43. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
44. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
45. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
46. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
47. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
48. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
49. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
50. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
51. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
52. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Attract Followers
53. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Send Invites
• Co-workers
– Add current position at
your organization
• Members
• Industry thought
leaders
• Business associates
• Tell them why they’ll
benefit
• Reward them?
54. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
55. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
56. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Engage Followers
57. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Content!
• Use content as question
prompts
• Answers to common
questions
• Blog posts
• Webinars
• Events
• Discussion questions
• Research, case studies,
whitepapers
58. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Creating Great Content
• Understand your
audience
• Connect with them
• Give them information
they want & need
• Use emotion
59. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Tell a story
60. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Creating Great Content
• Informative
– Expertise
– Tips
– Insight
• Different
– Personality
– Fresh Take
– Surprises
61. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
The Two Yutes
62. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
What does
“My Cousin Vinny” and
the Two Yutes have to
do with creating content?
63. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
The Three “U”s
• Unique
• Useful
• Updated
65. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Great Content
“Don’t interrupt what people are interested in.
Be what people are interested in.”
66. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
This isn’t the content you’re looking for
67. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
LinkedIn Posting: Best Practices
68. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Use Images (98% higher comment rate)
Source: LinkedIn
69. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
70. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Include Links (drives 2x engagement)
Source: LinkedIn
71. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Add Videos (75% higher share rate)
72. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
73. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
74. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
75. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
More Best Practices
• Engage your co-workers
• Share updates
• Add comments
• LinkedIn Company Page,
Groups and your own
personal accounts
76. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
77. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Frequency
Companies that post 20 times per month reach
at least 60% of their audience (LinkedIn)
78. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Thank Your Recommenders!
• Send LinkedIn messages
• Email
• Mention/tag them on
Twitter or Facebook
• Thank you notes
• Phone calls
79. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Measure Engagement
80. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Insight & Analytics
81. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
View Your Followers
82. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Website Traffic
83. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Try LinkedIn Ads
84. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
85. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
86. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
87. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
88. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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]
89. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
90. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Have You Tried LinkedIn Ads?
91. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
92. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
93. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
94. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
95. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
96. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Bonus Tip – For your members
Add members’ social media links on their listing
on your website. Connect them with potential
customers.
97. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Use your AMS to store
members’ profile data
98. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Personal Profile Tips
• Professional Photo!
• Concise description
• Use keywords
• Complete education
and work history, with
descriptions
• Make connections!
• Ask for
recommendations and
endorsements
99. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
100. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
101. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
102. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
iPad App for Mobile Commerce
• Sell memberships
• Event registrations
• Integrated credit card
reader
103. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
A Question
104. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
105. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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]
106. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
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
107. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
Webinar Summary
• Great content
• Right audience
• Right time
• Right channel
• Ways to respond
• Ways to share
• Engage your audience
• Stand out from the
crowd
108. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn
“Turn strangers
into friends.
Turn friends into
customers.
Turn customers
into salespeople.”
- Seth Godin
110. 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
Curt Moss
Senior Product Marketing Manager
curt.moss@weblinkinternational.com