Welcome to episode 280…I’m still amazed every time I look at how many episodes I have done, how time flies!
This weeks subject was sparked by a conversation I had with a delegate on a workshop this week.
We were talking about designing your content for your target audience, they were interested in company page content so I explained that your audience is largely limited to your followers (because Page posts rarely gain organic reach beyond followers) to which they replied “but I don’t know who our followers are, so how can I tailor my content for them”
So I thought I would look into this in more detail. Not just Page followers but also our personal followers
But before that;
Interesting Stuff I Saw This Week
LinkedIn Joins Spotify With Playlists for Different Career Stages I’m not sure how seriously to take this – clever marketing or a joke? Here is an example of some of the songs on their Interview playlist;
‘I sent my home address to a serial stalker with one wrong click’ Scary article with important considerations about which email you are using as your primary LinkedIn email.
We Ask Our Leaders to Be Authentic Online, But Are Communicators Setting a Good Example? A really interesting article and possibly a subject I could cover in more detail in another episode.
A few people have noticed emails or notifications about LinkedIn Newsletters. This is not a new feature, rather a new name for Article series.
You can’t apply to produce a Newsletter and it’s not a feature that is rolling out. It works a bit like the LinkedIn ‘Influencers’ – They choose you!
Feedback from last weeks episode and a question
Answer: I’m not sure the issue is such a big deal when referring to previous employment. Yes, a profile could be a misrepresentation but it’s at it’s most dangerous when someone misrepresents their current employment.
Approximate search results are a joke!
LinkedIn seem to be only showing an exact search result number up to 100, then we see a + afterwards for each 100 results. So the number is approximate – why?
LinkedIn have explained this change as follows;
At LinkedIn, the member experience is our top priority and we are making some improvements to the search results page based on recent feedback we’ve received. Due to this feedback, you’ll now see an approximated search number while doing people searches rather than seeing an exact number.
What a load of BS! The feedback was probably “your search result number is wrong” so instead of fixing it, they decided it was easier to give us an approximate number! Member experience is the top priority is it?!! My guess is that the real reason is that they don’t want people using search results for research purposes…because it’s their data and they don’t want to share it! Incidentally, the cut-off figure seems to be a + for every thousand on Sales Navigator which is better but really not acceptable for a paid service!
A big thanks to Greg Cooper for pointing this out.
Company Page Followers
I was reminded that there is a feature in Sales Navigator that does allow you, in part, to see some of your followers but you really need to combine it with the demographic information you have in your Page.
Firstly go to your Page;
Once in this page scroll down to Follower demographics
In the example above I can see that over 40% of my followers are in the job function ‘Human resources’.
I can then go to Sales Navigator and perform a Lead search with the filter; Job Function – Human resources.
Across the top of that result, you can see secondary filters and if you scroll to the right you will reveal a filter for people that follow your company.
This, however, is quite an arduous task and for what benefit? My experience is that posts from a company page rarely reach more than 20% of your followers.
You can easily see your followers without the need for Sales Navigator. Simply go your your ‘Posts & Activity’ under the Me menu
This however only gives you a browse list and you don’t have the option of filtering. Those you see here with the option to follow are those that are likely to be those you are not connected with.
My advice is to scroll through and identify those that are;
- A prospect or customer
- A potential referrer
- Are they influential (you can see how many followers they have)
If they fit one of the above you can then;
- Connect with them if not already
- Check what type of content they are engaging with and produce content on those topics yourself
- Send them a direct message (ideally video or voice message via mobile)
- Mirror their skills and interests from their profile
- Engage with their content/comments
The above actions will influence your ‘relevancy’ with them and increase the chances of them seeing your posts.
A big thanks to Yoga Yoheswaran for nominating this one
It does amuse me when people complain about others’ content when they can very easily unfollow them, in addition, taking the time to send Sonia a DM merely increases his chances of seeing her posts again!
I’m not sure I would respond in the way Sonia has, A simple explanation of how to unfollow might have been a more mature approach. All that said her post has clearly struck a chord with many people!
The posts that nearly one is the following ‘innovation’ type post. These sort of videos always do well on LinkedIn and it’s worth considering that when you see something you think is cool, share it via a post with your network.
One interesting difference between the two posts is that Sonia posts once a day (and got a complaint) whereas Anthony posts way more than that…it’s a good job Sonia’s follower doesn’t follow this chap!
I’m trying to find out if it is possible to add media files or .pdfs to a Linked In Company Page. It seems possible on a personal profile within the ‘About’ section but the same functionality does not seem to exist for company pages. I would really appreciate any help you could provide.
The short answer is no you can’t! Company pages are very basic in comparison to personal profiles.
Workaround: You can create an image, video or document post and ‘pin’ it to the top of your page and thereby making it highly visible to any page visitors.
That’s all for this week folks.
Keep sending in your post of the week nominations plus any questions of show suggestions