Driving LinkedIn Engagement And Enrollment Growth With Digital Marketing
With the sudden shift to virtual everything, how can a professional association increase digital engagement, unlock LinkedIn’s potential, and drive increased enrollment? JRS Mar/Com’s digital marketing experts built the strategy for success with content and targeting to support brand marketing for the organization’s membership and annual conference.
Company Profile
INDUSTRY: Professional Association
SERVICE AREA: Southwest US, with 80+ years in business
INDUSTRY SPECIALTY: Human Resources
Key Outcomes
Year-Over-Year LinkedIn Growth
%
Followers
%
Engagement
The Challenge
For more than 80 years, this organization has been advancing the work of its member professionals through training, events, networking, and other industry resources. When the pandemic halted in-person events, the association had to shift to a more virtual model temporarily. Leadership knew that growing its following and engagement on LinkedIn would be crucial to staying present and underscoring value for members—and that once the pandemic eased, LinkedIn would continue to be a powerful channel for digital marketing for both membership and the annual industry conference the association presents. It was the ideal social media platform to reach and engage with professionals.
The association’s marketing leadership needed expertise to lead targeting and content strategy to unlock LinkedIn’s potential. The JRS Mar/Com was up for the challenge.
Problems to Solve
- Increase membership enrollment
- Increase annual conference registration
- Develop content strategy aligned with brand positioning
- Grow LinkedIn followers
- Drive LinkedIn engagement
The Solution
The JRS Mar/Com team worked closely with the association’s Director of Brand Marketing to understand the membership audience and the organization’s offerings. We then immersed ourselves in the HR industry’s online thought leadership to build a powerful, relevant content strategy aligned to the association’s goals for increasing membership and conference attendance and driving higher social media engagement to underscore membership value. Regular, timely, relevant content on LinkedIn helped to elevate both the association and the annual conference to increase growth in revenue-generating memberships and registrations and build digital engagement.
The Outcome
Our team of digital marketing experts built a content strategy and post cadence aligned with the association’s brand position and the seasonal marketing needs of the annual conference, delivering:
LinkedIn Growth – Association Membership
YoY Growth 2020-2021
7%
12%
Engagement:
YoY Growth 2020-2021
100%
50%
LinkedIn Growth – Annual Conference
YoY Growth 2020-2021
22%
12%
Engagement:
YoY Growth 2020-2021