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

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

About WebLink

• Association Management Software

• Website Design & Development

• Non-Dues Revenue Programs

• Partner in Your Success

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 Outdated or Poor Content

Outdated or Poor Content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

page for years • Seems like you don’t

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Fixing Outdated or Poor Content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

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

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

• 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

• 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

Creating Content

Content Guidelines

• Findable • Readable • Understandable • Actionable • Shareable

Source: Content Marketing Institute

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

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

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]

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

Webinar Summary

• Great content • Right audience • Right time • Right channel • Ways to respond • Ways to share • Engage your audience • Stand out from the

“Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin

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

5 ways your website lets your members down

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