5 surefire ways to grow membership using data
TRANSCRIPT
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.
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.
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
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
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
“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
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
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
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.
DJ Muller