Categories
LinkedIn

Executing a LinkedIn Page Follower Campaign

Creating a Following of relevant LinkedIn Members for your LinkedIn Page (sometimes called Company Page) is an important step. Having followers increases the opportunity your page content will be viewed, consumed, and even appreciated by the right people on LinkedIn.

The best makeup of Followers should include:

  • Your target audience – the people in the roles of companies who could use your product or service.
  • Influencers – the people who know your target audience and may introduce them to you.
  • Consumers – the people who can benefit from your product and service and could become Influencers or your Target Audience.
  • Business Partners – people who provide similar products and services and who could become Influencers.
  • Employees – the employees of your company who rally behind your products and services.
  • Your Tribe – business/personal friends who care for you and your business. You never know who they may know.

Creating a LinkedIn Page and building a strategy & execution plan to provide great content for your followers is only part of the process.
You will need to create campaigns to continually grow your followers.

Here are a few ideas you could use to grow your LinkedIn Page Followers:

#1 – As with any other social media presence, a consistent process of providing content your target audience and their influencers find useful is the best way to create followers. I call this “Feeding your LinkedIn Page”. You have to feed it consistently in order for it to thrive.

#2 – Share your LinkedIn Page content across multiple online sites, where your target audience may show up.  LinkedIn Page content is fully public and can be shared and viewed by people who are not currently logged into LinkedIn. However, they can not engage on the content unless they are logged into LinkedIn.

Note – you can only share LinkedIn Page content as a LinkedIn Member. You can not do this step as the Admin (via the admin page)

Routinely pick one of your LinkedIn Page posts that got a good level of engagement. Share it on your Facebook Business Page, on Twitter, in your latest company ’newsletter’, on Quora, on your blog, in a comment to a relevant social post, etc. Invite your employees and/or Tribe to do so, where relevant and appropriate.

Anyone who sees a LinkedIn Page post, who is not yet a follower of your page, will see the +Follow Icon on the post. When you share the post, use an editorial statement that encourages the consumption of the content and potentially clicking the Follow button.

#3 – Invite your LinkedIn Network to be Page Followers. 

As a Page Admin, you can invite targeted members of your LinkedIn Network to Follow your LinkedIn Page. You’ll find this option on the Admin toolbar under Admin Tools, or in the right side column labeled “Invite Connections to Follow” Currently (09/03/20), you can send 100 invites per LinkedIn Page (across all Page admins).
Be very purposeful to invite the best LinkedIn Connections relevant to your page. If you have fresh content on your page when you send these invites out you’re more likely to get your invites accepted.

#4 – Give business development employees Admin rights so they can use the Page Follower Invite feature. It’s not unusual that the LinkedIn Page Admin does not have a LinkedIn Network filled with the business’s target audience.

An idea I have been exploring is to make your key business development employees Admins of the Page in order for them to invite their LinkedIn Network to be page followers.

This will take some planning to execute effectively.

Here is a task list to consider for this process:

  1. Schedule a day that works for the business developer to do this work.
  2. Have them build a list of up to 100 LinkedIn Connections they would like to invite.
  3. Invite the business developer to be a Page Admin from the Admin Tools option of your LinkedIn Page.
  4. Provide a quick training session showing the business developer how to use the feature.
  5. Give them time to execute this process for up to 100 invitations.
  6. Once they are done, remove them as a Page Admin.
  7. They will be able to see who they invited who has not accepted from their Sent Invites page
  8. Ask them to Withdraw any unaccepted invites 1 month later. (This will allow for another employee to invite them later)
  9. In the next month (when available invites go back to 100), repeat this step for the next business developer.

#5 – Introduce the value of your LinkedIn Page through other business communications.

Sharing the URL to your business page, as well as telling stories about how your use your LinkedIn Page to help your target audience, with an invite to follow the page is another useful tactic to create Page Followers.

You could share this in your newsletter, in blog posts, and even in routine messaging to your tribe, clients, prospects, and even employees. Be creative in this tactic.

#6 – Share your LinkedIn Page thru Blog Post commenting. As you find content relevant to your business you could comment on the article and use the LinkedIn Page URL as the Web Page entry for the comment. This can help to get others to find your LinkedIn Page as well as aid in the SEO ranking of your LinkedIn Page.

#7 – Create a private POD of LinkedIn Members who care for and/or are interested in your company products/services. This could be as small as 5-10 clients, prospects, peers, business partners, employees, and friends. As you share content on your company page invite this group (via email or messaging) to review and engage on the content with their perspectives or ideas. Encourage them to engage on each other’s comments on the post as well. Ask them not to always use the Like or Share option. A Comment or comment reply is more impactful for content reach. Ask them not to comment with simple statements like “Thanks” or  “Good point”, etc. Engagement should be meaningful. Be appreciative of your PODs involvement, maybe even to the level of sending them SWAG (trinkets) to thank them for helping to drive more views of the content.

#8 – Ask your POD, and others to share your LinkedIn Page Posts and to @mention target audience, peers, and even target companies to pull them into the conversation. Encourage them to pay attention to any and all engagement they solicit in their posts.

#9 – Simply mention your LinkedIn Page to people in conversation. Add the URL to your email signature, on your website, in all of your marketing content, etc.

Growing a relevant Following to your LinkedIn Page is just one step towards getting value from using LinkedIn as a business tool.

Do the work, reap the rewards.

/Teddy

Categories
LinkedIn

Basic LinkedIn Prospecting Processes – 2020

Prospecting on LinkedIn is the process of finding the right LinkedIn Members to consider moving to LinkedIn Connections and then into conversations relevant to your business or career goals.

Prospecting is not just for salespeople. There are lots of different roles in all industries where prospecting could be beneficial. Possibly for future clients, employees, business partners, resources, mentors, friends from the past, and peers to learn from.

Basic LinkedIn Prospecting is a set of practices I use to grow my LinkedIn Network and build some level of a professional relationship with my growing LinkedIn Network. These basic prospecting tasks can be used by any LinkedIn Member focused on growing their business or achieving their career goals.

Here are the six primary steps you should consider when doing Basic LinkedIn Prospecting:

Step 1 – Before starting to prospect on LinkedIn, I recommend you make sure your LinkedIn Profile is written well, telling the viewer who you are today and what you do in your role. A clear LinkedIn profile can help the people you are prospecting for to be more informed of your relevance to them and your business.

Step 2 – Additionally, building a strong LinkedIn Network with people you know, can help you discover even more people you may want to know.  This is synonymous with the 6 Degrees from Kevin Bacon story. However, it works even better. The more 1st level connections you have, the more 2nd level LinkedIn Members you can get to. Furthermore, the more relevant 2nd level LinkedIn Members you turn into 1st level connections, the more 3rd level LinkedIn Members become 2nd level LinkedIn Members. This amplifies the ability for you to connect with even more relevant LinkedIn Members.  I recommend consistently working to connect with LinkedIn Members you know. Use your ‘Rolodex’ or client list, peers, friends, neighbors, association membership lists, etc to determine who these people are.

Step 3 – Research companies relevant to your prospecting and business goals. Begin building a list of the companies, and even individuals that you need/wish to connect with. This list of companies and individuals should be a living list. You’ll remove names from the list as you disqualify them and add new names to the list as you discover new companies and individuals relevant to your business goals. You may have multiple lists based on different business and/or career goals.

Step 4 – Find relationships between your existing LinkedIn connections and the companies / LinkedIn members you want to connect with. Where possible, reach out to people you know and ask them to introduce you to the right people at your target companies, or with specific LinkedIn Members you wish to get into a conversation with and ultimately connect with on LinkedIn. I recommend asking for these introductions via either email or telephone, not via LinkedIn message.

Step 5 – Create a consistent LinkedIn Engagement routine. With a Strong LinkedIn profile and a growing list of LinkedIn Connections, engaging on LinkedIn will significantly increase the opportunity of being seen, being trusted & respected, and possibly contacted for business/career conversations.

Step 6 – Continue researching, connecting, and engaging on LinkedIn. Find opportunities to help your LinkedIn connections and to get into relevant and mutually beneficial conversations with them.

Practicing these Basic LinkedIn Prospecting tactics can help you to become more efficient with the individual activities and to be able to grow your LinkedIn Network focused on your goals.

Categories
LinkedIn

Commit to the work, reap the rewards using LinkedIn – 2020

Using LinkedIn requires a commitment to regular activities. Yes, this requires an investment of time. It does not however have to overwhelm you.

The best way to get meaningful value from your use of LinkedIn is to commit time every day using this business tool.

Years ago I developed an activity template to help me pay attention to what I should do on a regular basis. I based this activity on approximately 15 minutes per day.

If you were to invest 15 minutes a day using LinkedIn as a business tool, could you create enough value to justify the cost?

I have proven for myself that the value is significantly greater than the cost, for me. 

However, I know that a big part of this ROI is that I invested time to become efficient using LinkedIn. I had to practice the activities to be able to execute them in the least amount of time possible.

This practice, although an upfront investment, will pay off in the long term use of LinkedIn. Don’t forego this activity.

The activity template I developed may not match exactly with what you want to do, based on your goals using LinkedIn as a business tool. 

However, the template is a good example of something you may want to work from.

I have also updated this template based on the current version of LinkedIn  Here is my 2020 LinkedIn Investment Template:

LinkedIn Investment Guidance

(Adjust as you need for your own purpose & goals)

Monday (15 Minutes)

  • Review your Feed – Don’t spend too much time here, however look at your network’s activity, paying close attention to content from or about your target audience.
  • Comment on posts that are relevant to who you are and what you do. Strive to Comment rather than Like.
  • Share posts that are clearly relevant to who you are and what you do. Always tell your network why you are sharing the content.
  • Review new LinkedIn Invites from your My Network page. Accept relevant invites and Message or Call them back and thank them for the connection.

Tuesday (15 Minutes)

  • Review new content from #Hashtags or Companies you are following.
  • Comment on relevant discussions.
  • Share a simple post that may elicit an engaging conversation from your LinkedIn Network. Make sure the post is relevant to your target audience, and not about you or your business.
  • Say hello to a few LinkedIn Members that may be relevant to what you do or who have shared new content. Use LinkedIn Messaging or better yet phone or email.
  • Review your Notifications for content and/or actions of interest/relevance to you.

Wednesday (15 Minutes)

  • Request a focused recommendation from someone you did work with.
  • Share a Celebratory or Kudos Post about a LinkedIn Member who you engaged with last week and appreciate.
  • Share a link to a book or other website articles that you enjoyed and/or benefited from. Tell you network why.
  • Review the Who Has Viewed your Profile Page to see if anyone relevant to your business/career showed up. Consider sending them an invite.

Thursday (15 Minutes)

  • Give a trusted LinkedIn Member a Recommendation. Make sure it’s meaningful and relevant.
  • Use LinkedIn Search to find other LinkedIn Members who are of interest and relevant to you. Send an invite with a personal note.
  • Invite your target audience or their influencers to a coffee or lunch meeting. Be specific and focused, don’t look for your friends, rather, look for new potential clients and/or business partners.
  • Send private messages to direct contacts and group contacts and engage in relevant conversations. Make the conversation all about them until they give you permission to make it about yourself or your business.
  • Introduce your target audience and their influencers to others on LinkedIn – This is a powerful give feature. (FYI – I routinely include their LinkedIn Public Profile URLs in my emails to my contacts when introducing them to other contacts who are on LinkedIn.)

Friday (15 Minutes)

  • Peruse New Connections and reach out to those you have not said hello to yet.
  • Check out competitor LinkedIn Company Pages and Individual Profiles.
  • Learn something new about your target audience and influencers.
  • Build a list of companies, industries, markets, etc for your Monday research.
  • Read a few of my LinkedIn articles.
  • Write a new LinkedIn article of your own, focused on your target audience, and relevant to you & your business.

If you want even more help using LinkedIn as a business tool, consider joining our
Private LinkedIn Support/Training/Coaching Group

Categories
LinkedIn

2020 Top 10 Tips using LinkedIn as a business tool

As I prepare for our January LinkedIn Mastermind Group, (more on this later) I also just wrapped up my 2020 Top 10 Tips using LinkedIn as a business tool.

As you have grown to expect, I share this information with my followers first.

Here are the youTube video and the LinkedIn Slideshare regarding these 2020 Top 10 Tips using LinkedIn as a business tool.

YouTube Video (13:20 minutes)


Slideshare PowerPoint (14 slides)


I’m preparing right now (12/08/19) for our end of January 2020 LinkedIn Mastermind Group. It will be bigger and better than all previous Mastermind groups.

We’ll have lots of great content including over 3-hours of live webinars.

If you want to consider an early entry option to this 6-week program, contact me.

/Teddy

Categories
LinkedIn

Social Selling vs Social Networking

Earlier today I responded to a LinkedIn post where the author basically said this:

“Yeah, I get the unspoken LinkedIn rule.
‘No selling too soon on LinkedIn via DM.’
But why? This is a business site.
It’s like we’re all at a singles bar trying to pretend we’re here only for the conversation.
Yeah, sure we are.
Do you want to sell me something? Go ahead. give it a shot!
You can even do it in the first DM you send me!
(By the way, I haven’t tried to sell anything on LinkedIn. Yet.)”

From a LinkedIn Post

Some of those who jumped into the conversation responded with “Yes, we should get to the sales messaging as quickly as possible.”

Some responded with “No, LinkedIn is not where you sell.”


My response went like this:

I think I understand your post, Steve.

Your idea may work for some who play the numbers game of connecting/selling, ie LinkedIn Cold-Calling, however, it doesn’t appeal to me.

For me, LinkedIn is primarily a research, branding & communications site.  Once I have done enough research and I am ready, I’ll call, email or LinkedIn message the right people & ask the right question(s). 

Maybe that question is “who should I send the invoice to?” or Maybe that question is, “when & where do you want to meet?”

It all depends on the results of the research, prior engagement and other activities that have occurred outside of LinkedIn.

I’m in this for the long journey. I don’t want to become ‘another guy who cold calls on LinkedIn.’

Again, this works for me, maybe not for others. Regarding your post, maybe LinkedIn cold calling works for others, it does not appeal to me.

Thanks for sparking an interesting conversation, even the bar scene tips others threw in here. (lol)

My comment to the post on LinkedIn

Now, I know that my ideas, philosophies, and tactics are not for everyone. However, I know that my processes work well for me.

This is why I teach my style, my tactics, steps, and best practices across the globe. I’m actually preparing to kick off my January 2020 LinkedIn Mastermind Group where I’ll share my philosophies, tactics, tips, tricks, hacks and many of my processes with others. Maybe you’ll want to join in. More info to come soon.

I like to refer to my use of LinkedIn as Social Networking, not Social Selling. For me, Social Networking is the foundation of Relationship Selling.

The phrase Social Selling is so twisted and misunderstood by so many people.

Do you prefer to do LinkedIn Cold-Calling? I’m still not a fan of any flavor of cold calling.

Or, do you prefer relationship sales? Yes, it’s a much longer journey, but this works for me.

Please share your thoughts in the comments.

/Teddy