Learn how to attract new members, engage current members and measure the results. As an association professional, you understand the necessity to grow and engage your membership base. But do you know how to use LinkedIn to maximize your efforts? Curt Moss, Senior Product Marketing Manager at WebLink International, will share how your organization can utilize LinkedIn to help exceed your membership goals. In this webinar you'll learn how to: - Create a company profile, including some of the newest features you may not know are available. - Attract followers through the right content and by leveraging LinkedIn Groups. - Utilize best practices to achieve more views, comments and shares. - Create an affordable, targeted ad campaign that generates results.

1. 5 Steps to Growing Your
Membership Through

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

11. Fish where the fish are.

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

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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

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Examples

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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

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

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

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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?

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92. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn

93. 5 Steps to Growing Your Membership Through LinkedIn © WebLink International#WebLinkedIn

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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