Embed Size (px)
Citation preview
The WebLink Connect™ Webinar Trilogy
Acquire. Engage. Retain.
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
