LinkedIn provides one of the most powerful platforms for reaching potential members, building credibility, and strengthening the professional community. When used well, it can help associations increase their visibility and covert many of their followers and those involved in the community to members. The Fitwise marketing team work closely with clients to help manage their social media accounts and produce effective, engaging posts that attract their target audience.
Professionals tend to follow associations who provide insight, education and value. Posting useful, relevant content often helps position associations as a trusted voice in the field.
Content ideas can include association updates and news, research highlights, educational resources as well as webinars, podcasts and any conference updates. Consistency is key – by maintaining a regular posting schedule, the Fitwise marketing team can help associations demonstrate ongoing value, strengthen their presence, and continually showcase the benefits of being part of their professional community.
LinkedIn is an excellent place to highlight what members gain. Many potential members simply don’t realise the value of joining an association. The Fitwise marketing team support associations by actively posting about benefits including testimonials from current members, case studies of how membership supported career development, promoting reduced registration rates for conferences and educational events / webinars and networking opportunities within the profession.
Posts that feature people often receive the highest engagement on LinkedIn. By highlighting the people behind the organisation and all those a part of it, this humanises it and builds stronger connections. Content posts can include committee or board member spotlights (weekly or monthly) and member testimonials which show the association has made a difference to their professional career.
Why Video Content Performs Exceptionally Well on LinkedIn
In comparison to static posts, videos are one of the strongest performing content types on LinkedIn, consistently generating higher engagement. Short, purposeful videos help associations capture their audience’s attention quickly and communicate key messages in a more dynamic and memorable way. They are particularly effective for introducing event speakers in a programme, as videos help audiences form a connection with professionals in the field and their expertise builds trust and anticipation. The Fitwise marketing team can enhance these speaker videos by incorporating the event branding, making the purpose immediately clear and encourage viewers to register.
For associations looking to grow their membership, video content provides many benefits such as humanising the organisation, increasing post visibility, and encourages people to pause scrolling and interact with the post for longer. Read this short article for LinkedIn’s own tips on creating successful video content.
Keeping videos short, ideally 30 to 90 seconds, helps maintain viewers’ attention while giving them enough information to learn more. Adding captions is also highly effective, as many LinkedIn viewers may watch videos with the sound off. These small details ensure associations communicate their message clearly, boost engagement, and encourage potential members to explore the benefits of joining.
Tips for Promotion
Promoting educational opportunities and events can attract both attendees and potential members. Associations frequently host conferences, webinars and workshops. Fitwise can advise associations on promoting educational opportunities and conferences effectively. Tips for event promotion can include speaker announcements which highlight the quality and scope of the event and attract more engagement and key learning outcomes which provide understanding of what will be learned or achieved. Tagging speakers and encouraging interaction with the posts can spark conversations and reactions which helps the association engage its audience organically.
LinkedIn Boosted Posts to Increase Reach
LinkedIn boosted posts provide associations with a simple way to extend the reach of their successful posts and engage a wider audience beyond their existing followers. High-performing posts such as those promoting conference are shown to targeted professionals who may not yet be part of the network but are likely to be interested. By selecting targeting options such as job titles, sectors, skills, or geographical areas, associations can ensure their message is seen by the most relevant audiences. Ultimately, this helps spread word around particularly about upcoming conferences and helps increase awareness and engagement.
Boosting content is also a useful way to support organic performance. When a post is already gaining good engagement, a small budget can help amplify the momentum and maximise reach. The Fitwise marketing team can advise associations on which posts are best suited for boosting, how to set budgets effectively and how to interpret performance metrics to improve future campaigns. Read our recent blog, Maxminising Your Event Marketing Budget to find out more about social media paid advertising and its benefits.
Maintaining a Posting Schedule
Staying at the forefront of people’s minds is key, so maintaining a consistent posting schedule (2-3 posts a week) with a mix of educational, promotional and community content is the best way for associations to gain attraction and increase its membership. Read a few of our other blogs for tips on how to attract new and current members to your event. Ideally, posts should guide people towards the next step e.g., becoming a member, registering for an upcoming event, exploring the benefits of joining the association and directing towards the website as well as highlighting any educational resources.
LinkedIn offers professional associations a powerful way to connect with their audience, demonstrate value, and grow membership organically. By sharing relevant content, highlighting the people behind the association and actively promoting member benefits and educational opportunities, associations can build a strong and engaged professional community online.
