Chambers of Commerce and their online business directories are a trusted and valued resource for those seeking reputable businesses and services in their communities. Think about the number of referrals you provide to members every month. Now imagine how that number would grow if you were to intuitively configure your directory’s settings to the unique characteristics of your chamber and its unique members.
Identifying ways to help members of every level stand out within your directory will create more valuable memberships, engage your surrounding community and attract prospective members. We’ve identified 3 areas to look at on a regular basis:
Consider giving every business in your community the opportunity to create a basic company name and URL listing. This shows that you’re an inclusive chamber who supports all businesses, no matter their membership status. Then, determine what every chamber member gets on top of that at the bare minimum – for example company name, URL, contact information and a short description. Audit your directory to ensure that this minimum is being met for every member.
Develop different levels of listings that members can upgrade to depending on their investment. Level I will be your above standard, with each higher level adding more features and ways to make their listing stand out or be found more easily. Some of these extras can be…
A details page is another great place to build member value. This page can be viewed as a members’ own mini website within your website. Encourage members to use it to its fullest extent, with videos, social buttons, a full description, a contact form, a map and more. Depending on your membership, the access to certain details page features can be commensurate with investment/listing level as well.
Consider the SEO
There are two pieces to directory SEO to keep in mind: helping drive Internet users to find your members, and ensuring they’re doing so through your chamber website so you can enjoy some SEO value as well.
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If you’re not a WebLink Connect™ user…what’re you waiting for? Stephanie Adams, Director of Member Services with the Apartment Association of Southern Colorado says:
The Power Player program is one we have used to sell bulk advertising and other exclusive opportunities to our members who make certain event sponsorships commitment. By creating exclusivity for these package holders (a value that last for a full 12 months) I have had some VERY positive results. We have also had great renewal rates.
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