The WebLink Connect™ Webinar Trilogy: Engage

The WebLink Connect™ Webinar Trilogy

Acquire. Engage. Retain.

PresenterDJ MullerFounder and President/CEODJ@weblinkinternational.com

TODAY, IT’S ALL ABOUT

ENGAGEMENT!

The Membership Lifecycle

Acquire Engage Retain

LET’S GET PERSONAL.

Create Your Personas

Persona-Based Marketing

Your members have different interests and challenges.

Exceptional value comes from personalizing engagement touchpoints to address each of these

with a persona-based approach.

The Proof is in the Stats…Using marketing personas made websites 2-5 times more

effective and easier to use by targeted users. Single Grain Digital Marketing

90% of organizations using personas have been able to create a clearer understanding of who buyers are. ITSMA

82% of organizations using personas have created an improved value proposition. ITSMA

What is a “Persona?”A persona is a representation of your actual members.

• Personas take into account the member, their goals and what they are trying to accomplish

• Personas include information like: Job title, roles and responsibilities Location, industry and business size Pain points and challenges

Define and Develop Member PersonasLet’s look at an example…The Business OwnerWho are they?

Business thought leader Age: 35 - 65+ Well-known and respected in the community Bachelor’s and/or Master’s Degree

What they want Increased productivity Referrals Networking Exposure

Pain Points Meeting payroll Employee turnover Communicating with Board members Securing investors

Title/Specialty in organization President/CEO Owner

The Ladder ClimberWho are they?

Young, tenacious and driven Impatient, fast-paced and results-oriented Age: 22 - 45 Bachelor’s Degree

What they want Professional and leadership development Networking opportunities Educational, training and certification

opportunities

Pain Points Lack of continuing education at work Lack of mentorship

Title/ Specialty in organization Entry level employees New managers

The Social ButterflyWho are they?

Young, vibrant and social Age 22 - 45 Bachelor’s Degree

What they want Social community Community service opportunities Networking opportunities Consistent communication

Pain Points Lack of flexibility Inability to maintain a work/life balance

Title/Specialty in organization Communications Marketing

TAKE INVENTORY.Organize Your Value

Membership Value It’s your mission to serve your members, enhance your community and promote economic growth.Traditional membership benefits commonly include:

Business Leadership Development Opportunities Networking opportunities and business connections across a broad geographic area Professional Development Opportunities Business-Growth Opportunities Advocacy and Support Increased Exposure (online business directory listing and social media promotion) Ability to post events, job openings and coupons to website Active Young Professionals Group Website Advertising Opportunities Member Discounts Sponsorship Opportunities Committee and Task Force Participation Opportunities

QUESTION.Do all of your members

find value in each of your benefits?

NO! Remember: Your members have different

interests and challenges.

Exceptional value comes from personalizing engagement touchpoints to address each of these

with a persona-based approach.

Organize Value Based on Defined Personas

The Business Owner• Business Growth

Opportunities• Advocacy and Support• Increased Exposure• Website Advertising

The Ladder Climber• Leadership Development• Professional

Development• Networking opportunities

The Social Butterfly• Active Young

Professionals Group• Committee and Task

Force Participation • Networking opportunities

GET TO KNOW YOUR AUDIENCE.

Leverage Affiliation Codes

Affiliation CodesWebLink Connect’s Affiliation Codes allow you to tag profiles with an identifier

• You can use these codes to look up and segment specific profiles

• Examples of Affiliation Codes include: “Member” “Newsletter Subscriber” “2016 Board of Directors”

Setting Up Affiliation Codes in WebLink Connect™Three Easy Steps!

1.Set up Your Affiliation Code Types2.Set up Your Affiliation Codes3.Send an Email!

Step #1: Affiliation Code Types

Tip! Keep your “Aff Codes” short (this will make them much easier to sort) and come up with a consistent system for naming.

Step #2: Affiliation Code Set Up

Important! Check the “Show in Members Only” checkbox.

Step #3: Send a Simple Email

Tip! Send to prospects!

STAYRELEVANT.

Member Preference Updates

Members Only PortalCustomize your Members Only Portal and get to know your members!

“Update Contact Information” Communication preferences (delivery and

frequency) Top challenges for my business Educational topics of interests Primary public policy, legislative and

advocacy concerns Location (North, West, South, East) Age Frequency of event participation Best times to attend meetings and events Committee/Task Force participation and

interest Most valuable member benefits

ExampleWhich of the following are the most prevalent challenges facing your business?

Increasing profits and growing revenues Managing cash flow Generating leads Retaining profitable customers Increased competition Government Policy & Regulation Organizational structure Communicating with the Board of Directors Employee engagement Hiring new employees Employee turnover Employee performance/motivation Providing employee benefits

CUSTOMIZE IT.Personalizing Engagement

Creating Personalized EngagementOnce your members have updated their preferences, it’s time to leverage your newfound insights.

Segment your members into their respective persona groups Using your new Affiliation codes, identify commonalties among each

persona Target your engagement initiatives based on interests

Example:You should specifically target members categorized as “Ladder Climbers” who identified an interest in leadership development when promoting your upcoming “Business Leadership Workshop.” However, when promoting a seminar on “Improving Employee Engagement and Retention Rates,” you should target messaging to your “Business Owner” member persona.

Creating Personalized Engagement

Think outside the box! Now that you have new knowledge about your members’ interests, think about ways that you can diversify your current engagement offering to augment value within each group

Ask: What are each persona's most urgent and prevalent challenges? How can your membership organization and community help to solve them? What are the education, networking and other opportunities each member group needs

to succeed?

Consider: Blogging about topics of interest and sharing different posts with different members

based on identified interests Hosting targeted educational workshops and seminars

MONITOR YOUR SUCCESS.Measure Member

Engagement

Tips for Measuring Member EngagementMeasure full engagement!

For example, if you're hosting an event targeted to engage a specific member group...

How many people were invited to the event? How many people took action and registered for the event? Finally, how many showed up for the event?

Upcoming Webinar!Raise the Bar with Connectik’s Collaboration PlatformWednesday, June 27, 2:00 pm Eastern

Don’t Miss the Finale!The WebLink Connect™ Webinar Trilogy: RetainTuesday, August 23, 2:00 pm Eastern

Thank you!DJ MullerFounder and President/CEODJ@weblinkinternational.com