5 ways your website lets your members down

5 Ways Your Website Lets Your Members Down

5 Ways Your Website Lets Your Members Down © WebLink International @WebLink

Session Agenda

• Content • Mobile • Directory • Tracking • Sharing • Self service • Get this presentation


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

@curtmoss

http://www.linkedin.com/in/curtmoss

http://www.twitter.com/curtmoss

http://www.twitter.com/curtmoss


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


About WebLink

@WebLink

facebook.com/weblinkinternational

linkedin.com/company/weblink-international

youtube.com/weblinkinternational

slideshare.net/weblinkinternational

http://www.twitter.com/weblink

http://facebook.com/weblinkinternational

http://www.linkedin.com/company/weblink-international

http://youtube.com/weblinkinternational


About WebLink

• Association Management Software

• Website Design & Development

• Non-Dues Revenue Programs

• Partner in Your Success

http://www.weblinkinternational.com/associations/association-management-software.aspx

http://www.weblinkinternational.com/associations/association-management-software.aspx

http://www.weblinkinternational.com/associations/websites.aspx

http://www.weblinkinternational.com/associations/websites.aspx

http://www.weblinkinternational.com/products/weblink-advertising-program.aspx

http://www.weblinkinternational.com/products/weblink-advertising-program.aspx

http://www.weblinkinternational.com/company


WebLink Websites

• Responsive website design

• Automatically adjusts for any screen

• Fully integrated database & website


About WebLink

• iPad app for mobile commerce

• Integrated credit card reader

• New member sales

• Event registrations

• Pay open invoices


WebLink Blog

5 Ways Your Website Lets Your Members Down


1. Outdated or Poor Content


Outdated or Poor Content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


This page coming soon.


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


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

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/top-questions-about-content-marketing-for-associations

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/top-questions-about-content-marketing-for-associations


Value vs. Relevance

• The most frequently used word with “Relevant” is…

• NOT


Value vs. Relevance

• No one says, “Wow, that association is really relevant for me.”

• They want useful. • They want ROI. • They want value.


A Question


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


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


2. Not Easy To Update


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


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

Database

Website


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


Core Problem – Hard to Use

• File/Tree View • Open only the content

areas • Need expert to move

items, change theme • Need html knowledge • Workarounds


Visual editor

http://www.youtube.com/watch?v=_dBk5LCrIWc


Add/move pages



Easily add video



Photos/photo galleries



• Organization seems static

• Not engaging members or the business community

• “Same old, same old” • Not getting good

information • Not getting value


3. Hidden/Poor/No Directory


Hiding your business directory online

• Not easily accessible • Member Directory vs.

Business Directory • Buried under complex

navigation • Hard to use/search


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



• Not gaining exposure • Missing out on new

business • Can’t network as easily • Aren’t getting value

from your organization


4. Not Mobile Friendly


Not Mobile Friendly

• Pinch, zoom and slide to see content

• Can’t access some content

• Longer load times


“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


Mobile vs. Desktop Internet Access

http://www.businessinsider.com/mobile-will-eclipse-desktop-by-2014-2012-6



• 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. Not Tracking & Sharing Referrals


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


Referral Reporting



• Not getting the value they want

• Not receiving communication

• May not trust the organization

• Questioning their ROI


6. No Sharing Options


Sharing Options

• Links to share content on Facebook, Twitter, LinkedIn, etc.

• Makes it easy for site visitors to post elsewhere

• ShareThis • AddThis

http://www.sharethis.com/

http://www.addthis.com/



• Organization doesn’t build a bigger presence

• Not “connected” • Can’t easily tell others

about you (if they wanted to)


7. No Self Service


Self Service

• Association management software should be integrated to your website

• Members (and non-members) can access information, register for events, order products



• 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


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


Google Analytics

• New visitors vs. returning

• Top entry pages • Time on site • Bounce rate


Google Analytics

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/top-questions-about-using-google-analytics-for-association-websites

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/top-questions-about-using-google-analytics-for-association-websites


Creating Content


Content Guidelines

• Findable • Readable • Understandable • Actionable • Shareable

Source: Content Marketing Institute

http://www.contentmarketinginstitute.com/wp-content/uploads/2011/04/leibtag_content_checklist.pdf

http://contentmarketinginstitute.com/


Types of Content

• Blog posts • Articles/pages on site • eBooks • Case studies • Videos • Webinars (record them) • Slide Share


Repurposing Content

Blog Post

Webinar

Slide share Video

eBook


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?



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?



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)



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?



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?


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


Creating Great Content

• Understand your audience

• Connect with them • Give them information

they want & need • Use emotion


Tell a story


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 • Non-dues revenue • Responsive website

design – automatically looks great on all devices


iPad App for Mobile Commerce

• Sell memberships • Event registrations • Integrated credit card

reader


3 Questions


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


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/

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/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/

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://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/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/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

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

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

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 [email protected]

http://www.weblinkinternational.com/

http://www.weblinkblog.com/

http://www.linkedin.com/in/curtmoss

5 ways your website lets your members down

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