Associations play a vital role in industry growth, advocacy, education, networking, and professional development. However, attracting new members in an increasingly competitive environment can be a challenge. LinkedIn can be used by organizations seeking to expand their reach and grow their membership.
This article explores strategies that can be used by associations to leverage LinkedIn to gain new potential members and keep current members informed. By implementing these tactics, you can establish your association as a thought leader, cultivate an online community, and ultimately attract professionals within your industry.
LinkedIn Company Page
Your association’s LinkedIn page serves as one of the cornerstones of your online presence. Here’s how to build and optimize a compelling LinkedIn company page:
Showcase Value Proposition: There are two primary places to clearly articulate the benefits of membership; The “About Us” section and creating a dedicated Showcase page. In these two sections, highlight the professional development opportunities, networking events, industry events, and exclusive member resources.
Compelling Visuals: Utilize high-quality visuals that reflect your association’s brand identity. Be consistent with your brand guide on all forms of communication. Consider incorporating video content to showcase member testimonials and association events.
Targeted Keywords: Integrate relevant keywords throughout your page description to increase organic reach. Research keywords frequently used by professionals in your industry.
Call to Action: Include a clear call to action (CTA) prompting visitors to learn more about membership options. Link directly to your membership application page or provide contact details for inquiries.
Engaging Your Audience
With your page completed, consistently adding valuable content is key to attracting and retaining followers. Here are some content strategies to consider:
Industry Insights: Publish thought leadership articles, industry reports/surveys, and infographics that address current trends/challenges in your industry. Leverage member expertise by featuring guest posts or interviews with industry leaders.
Event Promotion: Announce upcoming association events, webinars, podcasts, and conferences. Include rich media formats like video teasers to generate excitement. (Pro tip: Utilize different media formats like video, carousel, and images to test engagement)
Member Spotlights: Showcase the accomplishments and success stories of your members. This fosters a sense of community and demonstrates the value your association provides.
Live Sessions: Host live Q&A sessions or interactive discussions with industry leaders and experts on relevant topics. This will position your association as a hub for industry knowledge.
Leveraging Your Network
Employee Advocacy: Encourage staff, board members, and key stakeholders to share association content on their LinkedIn profiles. This expands your reach beyond your current follower base.
Targeted Outreach: Utilize LinkedIn’s advanced search functionalities to identify professionals in your target audience. Reach out with personalized connection requests highlighting the benefits of joining your association.
Group Engagement: Join relevant industry groups on LinkedIn and actively participate in discussions. Share your association’s content and insights while establishing yourself as a thought leader within the group.
Measuring Success
Tracking key metrics is crucial for analyzing the effectiveness of your LinkedIn strategy. Utilize LinkedIn Analytics to monitor follower growth, engagement rates, website traffic, and lead generation. By reviewing these metrics consistently, you can refine your content strategy and tailor your approach to maximize the impact on membership growth.
LinkedIn offers a powerful platform where associations can build a thriving community and establish themselves as an industry leader by implementing the strategies outlined above. Contributing valuable content to this platform consistently can help you achieve success on LinkedIn.
And that’s where GLM can help! We serve as an asset and a proven go-to partner for associations. For more than four decades, GLM has continued to support, guide, and continually improve the standard for our clients. Our hands-on customer care approach and impeccable reputation have allowed us to maintain relationships that span decades.
Give us a call today to see how we can help you – (844) GLM-2456 or visit us at www.glminc.com.