by Laura Ludka
July 25, 2023
Growth can mean different things to different associations, and we would need more than an article to explore the many, complex ways organizations could approach their growth goals. That said, if you’re looking for a straightforward way to “move the needle” on your association’s growth, LinkedIn might be the answer.
More and more, professionals across industries are turning to LinkedIn to build their networks, receive career advice, and find new work opportunities. Get started using the tips below for a few tangible ways you can positively impact your association’s growth via LinkedIn.
Follow along
My first tip is maybe the most obvious: be sure to follow your association on LinkedIn and actively promote what is shared. How do you actively promote on LinkedIn?
Sharing key announcements to your own personal network – like an early bird deadline for annual conference registration, or the opportunity for new members to receive a discount – is an easy way to make sure that your networks know of your involvement in your association. This personal endorsement of a trusted colleague, peer, or industry leader (you!) is a key step for an association to spread information by word of mouth among adjacent networks.
Establish an eye-catching post
When posting about your organization on LinkedIn, attention grabbers are a useful tool. Don’t be afraid to ask questions or use fill in the blank prompts to grab a reader’s attention on LinkedIn and spark discussions in the comment section. The more engaged your organization is on LinkedIn, the better your chances are of growing your following. Consider starting your next post with one of the following:
- New content alert!
- Are you interested in the world of association management?
- Have you ever wondered how your association can take its (fill in the blank) to the next level?
- Is your organization passionate about (fill in the blank)? (field/industry)
Join LinkedIn groups
If you don’t already have a platform or tool for your members to connect between annual meetings, LinkedIn Groups are a great way to keep the conversation going.
LinkedIn Group administrators can determine their own criteria for admission into the group, and only group members can post or comment within the group. Some associations leverage LinkedIn Groups as a members-only, private space for trading job opportunities or gaining feedback on specific business questions. For others, an industry-wide, open LinkedIn Group serves as a billboard for news, events, and opportunities spread across the industry at hand.
Utilize your LinkedIn connections
Deepening your own LinkedIn network can come in handy during membership recruitment time. Personal posts with anecdotes of how your association has advanced your business, career, or goals are better than any advertisement. Your personal connections and experiences are meaningful to other industry leaders considering membership within your organization. Look for other industry leaders or peers using keyword searches or joining other industry LinkedIn Groups.
Time your posts
Another way to maximize your association’s reach on LinkedIn is to post content during at the most optimal time of day. As of 2023, these are the best times to post to increase engagement:
- Tuesday, Wednesday, and Thursday
- 8 a.m. – 10 a.m.
- 5 p.m. – 6 p.m.
As board members, it is important for you to stay informed about ways you can grow your organization’s presence online. Not only can this attract new business and membership opportunities, but it also allows your organization a chance to educate people in different trades and industries about the importance of your association’s mission.
Laura Ludka is in Corporate Marketing at Smithbucklin.