5 surefire ways to grow membership using data

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5 Surefire Ways to Grow Membership Using Data

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5 Surefire Ways to Grow Membership

Using Data

Today’s Agenda

I. Introduction

II. Importance of Using Data to Make Decisions

III. 5 Ways to Grow Membership Using Data

i. Use website traffic data to identify members getting the most value

ii. Boost website traffic and member referrals

iii. Use referral data to show to prospects

iv. Use personas to track engagement data

v. Track lead source data to improve marketing results

Started WebLink in 1996

25 years of industry experience

Technology Innovator

President and Founder, CEO

WebLink International, Inc.

[email protected]

DJ Muller

20+ years experience

15,000+ users

730,000+ members

10,000,000+ profiles

We’ve seen it. We’ve done it.

And we’re here to help you.

Acquire. Engage. Retain.

The Membership Lifecycle

Acquire Engage Retain

We are the membership database of

record for our customers.

DIRECTORY

Data-driven decisions.Reduce Risk, and Improve Your Odds of Success!

“If you can’t measure it, you can’t manage it.”

Data matters.

Focusing on the right information by asking

what’s important to your members and

organization is a key point in obtaining better

data decision making.

Data analysis and reporting provide ways to

identify problems, assess risks, and share

knowledge gained to assist your organization to

GROW your Membership!

You’ll have less anxiety and higher levels of

confidence when you use data to make

decisions than emotional ones.

Data-Driven Decision Making

Don’t be overwhelmed…just start!!

Decision Cycle

• The implementation of the decision cycle helps provide insights in your organization around membership retention, customer demographics, and other areas.

• The decision cycle allows organizations to use data to inform business decisions.

• Tools like WebLink Connect, Excel, Power BI, Power Query, and Power Pivot help assist in using analytics to make data-driven decisions.

Processes Data Information Knowledge Decision

Data Foundation Business

ExecutionData Mining Data Analysis Learning &

Collaboration

Identify your best prospects.Number one.

1. Review Top Member Categories that

are searched most often

2. Run report for one month time frames

3. Compare month to month

4. Target prospects

5. Also, Review your lifetime value report

Top Member Category ReportWebsite Directory Searches

Boost website traffic and member referrals.

Number two.

Add direct links to popular categories

Add community events

• Include local sports events

Rename and/or add a Business Directory

vs. a Member Directory

Consider adding (*gulp*) ALL local

businesses to your directory

• Give your members a preference and

clear advantages

Have members update social media links

Grow Website Traffic & Referrals

Tips:

• Add amenities

• Membership Levels

• Add descriptions

Show off to prospects!

• Build out one listing for each of your

top categories to show to prospects

Highlight Members in Top

Categories

Demonstrate value.Number three.

“The Chamber is providing me with a

competitive advantage, and I know I

am getting more leads than non-

members.”

Jim Johnson, Best Western

Show prospects they are missing out!

• “Fear of Loss” is a big motivator

Use Referral Reports in Sales

Presentations

Get to know your audience.Number four.

Define and Develop Member PersonasLet’s look at an example…

The Business Owner

Who are they? Business thought leaders

Age: 35 - 65+

Well-known and respected in the community

Bachelor’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 Climber

Who 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 Butterfly

Who 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

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

Track marketing lead sources.Number five.

Lead Source Examples

1. Use website traffic data to identify

members getting the most value

2. Boost website traffic and member

referrals

3. Use referral data to show to prospects

4. Use personas to track engagement

data

5. Track lead source data to improve

marketing results

Recap: Growing Membership Using

Data

Short Commercial Break…

NEW! LIVE TV DASHBOARDS

FOCUS YOUR TEAM ON IMPROVING KEY MEMBER METRICS

Acquire. Engage. Retain.

Key Event, Member and Finance Dashboard

Acquire. Engage. Retain.

Marketing, Social Media Dashboard

Acquire. Engage. Retain.

If you’re interested in learning more about how

WebLink can help you do more than just grow

your membership, simply send me an email and

we can schedule a time to talk!

President and Founder, CEO

WebLink International, Inc.

[email protected]

DJ Muller