Social Media Management Agency / Marketing Specialists

IBSM BLOG

By: Chris | January 19, 2021

New LinkedIn Company Page Features for Marketers.

Is your business on LinkedIn? Are you taking advantage of all of the features on your LinkedIn company page?

In this article, you’ll discover three new LinkedIn company page features to help you prospect, market, and communicate more effectively.

#1: Download LinkedIn Company Page Followers Details via Followers Analytics.


Businesses use LinkedIn company pages to build their brand on the platform, attract new talent, share products and services, and promote/share news and events with their staff and followers. One new feature for pages is the ability to see who’s following your page. Previously, page admins only had access to general demographics and aggregate numbers of followers on their page.

LinkedIn now lets you export a summary of this data into a spreadsheet but follower names aren’t included in the export. You’ll have the choice to download the past 30 days of follower data or select custom dates. The following fields are included in this data:

  • New Followers
  • Location
  • Job Function
  • Seniority
  • Industry
  • Company Size
You can also view information about your company page followers, including their names, in your Followers Analytics.



#2: Highlight Online Events via the LinkedIn Company Page Events Tab.

LinkedIn events was relaunched in early 2020 for both personal profiles and company pages. To make events easier to find and encourage more interaction with employees and followers, events are now available in the left-hand menu of company pages. Creating your first page event will trigger the Events tab to show up on your page.

Events are listed in chronological order on the Events tab and only page admins can cancel or delete events from the page.

When LinkedIn members click on this tab, they can see all of your page’s upcoming events. From here, they sign up for an event or share it with their network.

When people sign up for your event, that event will appear in their personal profile alongside any previous events they’ve hosted or attended. This information is visible only to that person.

#3: Improve Internal Communications via the LinkedIn My Company Tab.

The purpose of the My Company tab is to allow companies to create an employees-only space on their LinkedIn page. This feature is initially available only to pages with more than 200 employees registered on LinkedIn and only employees of the company will be able to see this tab and its content.

One of the aims of having a ‘trusted’ space on LinkedIn inside of a company page is to encourage employees to connect while working remotely. It’s a space where they can collectively celebrate wins and milestones and get to know one another a little better.

Another aim is to give companies an easy way to keep their colleagues informed of the latest news within the company.

To access this feature, go to your LinkedIn page and click on the My Company tab in the left-hand menu. All organizations that qualify for the My Company tab will have it added automatically.

Conclusion

With more employees working from home for the foreseeable future, LinkedIn is helping companies connect and support their employees with three new features for company pages: the My Company tab, Events tab, and Followers Analytics. While there has been a tendency to focus on personal profiles on LinkedIn, these features will help businesses encourage their employees to interact with their page, as well as reach new audiences.

What do you think? Which of these new features for LinkedIn company pages will you take advantage of? Share your thoughts in the comments below.




Category: LinkedIn 

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By: Chris | December 08, 2020

Learn how to enhance LinkedIn marketing with video.

Want to stand out on LinkedIn? Are you taking full advantage of video on LinkedIn?

In this article, you’ll discover four underutilized opportunities to use LinkedIn video in your everyday marketing efforts.

#1: Introduce Yourself With Video via the LinkedIn Profile Featured Section.

The featured section for LinkedIn profiles was introduced in 2020 and is still rolling out to accounts. It’s designed to showcase your professional experience and knowledge through links, articles, media, and your own posts on LinkedIn.

This is the perfect place to share a video introducing yourself and your business. Ideally, it should be a short video—under a minute—where you talk directly to the camera. It’s important to catch your audience’s attention in the first few seconds.

Because LinkedIn is a social media platform for professionals, put some effort into planning your video. Outline what you’re going to say and remove any background noise from the scene where you’re filming. Recording with a microphone plugged into your smartphone will work fine, or you could invest in hiring someone to help you create your video. The content of the video is more important than a polished finish.

Pro Tip: Always include a call to action (CTA) at the end of your video. For LinkedIn, I suggest that you ask people to reach out and connect with you on the platform.

#2: Demonstrate Expertise With Video via the LinkedIn Experience Section.

Adding videos to support the work experience you’ve listed in your LinkedIn profile will amplify your experience and knowledge. Focus on sharing relevant experience that will help your ideal client base find you.

Here are some types of videos that work well in the Experience section:

  • Speaker reels: If you’ve spoken at an event, add a show reel so conference and event organizers can see you in action.
  • Videos of past client projects: Interview clients after you’ve wrapped up a project with them.
  • Explainer videos: Show what happens when someone books your service.

To add your video content to the Experience section, click on the pencil icon on the right.

While you can’t upload a video to the Experience section, you can link to external videos on sites like YouTube or Vimeo. You can also repurpose a LinkedIn native video post by sharing it in the Experience section. To do this, first create your video post and publish it. Click on the three dots at the top right of the post and select the Copy Link to Post option. Then add it as a link in your Experience section.


#3: Diversify Content Delivery via Video Posts in LinkedIn News Feed.

You can also post LinkedIn video directly to the news feed. Native video will auto play for your network, whereas a link to an external site won’t.

Here are eight types of video you can share to support your business.

Show How to Use Your Product: For a product-based business, show how your product works, reveal what customers should expect to see when they open the box, and share tips for using your product. Product demos are very popular on other social media platforms and you can stand out by sharing this content on LinkedIn.

Demonstrate Your Service: If you’re a service-based business, explain what you do and how someone can book a call with you. 

Answer FAQs: Keep a record of your ideal clients’ frequently asked questions and create a series of LinkedIn videos that answer them. Short, helpful videos can increase your visibility on LinkedIn and demonstrate your subject-matter expertise. Explain key terms you use in your business.

Show How You Work: Give viewers an inside look at how you do business. This behind-the-scenes look gives viewers a sense of involvement and satisfies their curiosity.


Introduce Your Team: Create a “meet the team” video to introduce new team members. If you’re hiring, this is a great way to show applicants what the people behind your business are really like.

Interview a Client or Thought Leader: Use third-party software such as Zoom to record your interview and then upload it to LinkedIn.

Record a Customer Testimonial: A video testmonial from a client has more impact than a written testimonial. Consider asking your clients if they’ll record a short video recommendation for your business.

Share an Announcement: If you’re hosting an event, launching a podcast, or sharing some important news, create a short video about it to catch people’s attention in the news feed. The video post below announced the user’s appearance on local radio.

#4: Improve Person-to-Person Communication via Video in LinkedIn Messages.

LinkedIn lets you create video messages in the LinkedIn mobile app and send them to your connections via Messages. This type of video will be informal because you’ll be recording and sending it without any editing.

To send a video message to a connection, open Messages and select your contact.

Next, tap on the + button to the left of the Write a Message box. In the menu that opens, select Video and then record your message.

Conclusion

Video is a great way to engage with your LinkedIn network and showcase your subject matter expertise and work experience. With the promotion of LinkedIn live and the awaited rollout of LinkedIn Stories to all users, video marketing is only going to continue to grow on the platform.

Let me leave you with one final LinkedIn video tip: Use landscape video only. If you upload vertical video to LinkedIn, it will get cropped!

What do you think? Do you use video in your LinkedIn marketing? What types of videos do you create? Share your thoughts in the comments below.


Category: LinkedIn 

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By: Chris | July 20, 2020

How to Encourage Employees to Share Your LinkedIn Content: 4 Tips

Need more visibility on LinkedIn? Wondering how to get employees involved with your LinkedIn content strategy?

In this article, you’ll discover four ways to help your employees share more company content with their personal networks on LinkedIn.

Why Encourage Employees to Share Company Content on Your LinkedIn Page?

Getting your colleagues involved with your LinkedIn marketing, often known as employee advocacy, can deliver huge rewards for employees and company alike. As a marketing tactic, encouraging employees to share brand values and messages is a strategic and sustainable way to expand reach and engagement with customers, prospects, and other key stakeholders on LinkedIn.

There’s a fundamental rule that people do business with people they know, like, and trust. So on LinkedIn, it’s all about using personal profiles rather than focusing efforts on the company page.

Social selling statistics also confirm that social media success comes from employee profiles rather than corporate profiles. According to a report from We are Social and Hotsuite:

  • People are 3 times more likely to trust content shared by people they know than content shared by brands.
  • People are 8 times more likely to engage with content shared by employees than content shared by brands.
  • People are 24 times more likely to reshare content shared by employees than content shared by brands.
  • Leads generated by employees convert 7 times more frequently than any other kind of lead.

You may want to share these statistics with your colleagues when you start asking for their help distributing the content you post to your LinkedIn company page. A simple reaction such as a like, comment, or share will help your page content reach your target audience in ways that your page can’t achieve on its own.

To further convince non-marketing colleagues, I advocate demonstrating the importance of personal profiles versus a company page using your own data, like this:

  • Share how many followers your company page has.
  • Show how many employees shared a recent company page post.
  • Share how many followers/connections those employees have collectively. This number will likely far exceed your number of page followers, especially for small- to medium-sized businesses.

Once employees understand why you need their support and the power of their LinkedIn profiles to help amplify your company page content, here are a few ways to support those employees’ activities.

#1: Apply the LinkedIn Employee Notifications Feature to Company Page Posts

As a LinkedIn page admin, you can let your colleagues know when you’ve posted an update to your company page using the LinkedIn Employee Notifications feature. All employees need to do is react (e.g., like), add a comment, or share it with their own network.

To use this feature, first post the update to your page. Then click the Notify Employees button in the upper-right corner of the post.

Employees who’ve linked to your company page in the Experience section of their LinkedIn profile will receive a notification on both desktop and mobile.

Pro Tip: Within your LinkedIn company page analytics, updates will be labeled with “Employees Notified” so you can gauge the reach and engagement generated by notifying your colleagues about page updates.

#2: Use the LinkedIn Teammates Feature to Prioritize Content From Company Contacts in the LinkedIn Feed

To encourage further internal collaboration within the company, encourage employees to use the Teammates feature, which is currently being piloted by LinkedIn. This feature will ensure employees see LinkedIn updates from their current team such as their manager, teammates reporting to their manager, other teammates, and direct reports.

Notifications include updates such as work anniversaries, birthdays, posts, shares, and comments. Teammates won’t see any private actions such as direct messages, searches, or job posting views.

To use the LinkedIn Teammates feature, click the My Network icon at the top of your LinkedIn homepage and click Teammates on the left.

You’ll then be redirected to a list of current team members. Anyone you wish to add as a teammate must have your business listed on their LinkedIn profile.


Click the Add icon to add a manager, teammates reporting to your manager, other teammates, or direct reports.

In the Add Teammates field, type the name of a teammate you’d like to add and then click Add next to your teammate’s name. If you’re not connected to your teammate on LinkedIn, you’ll have to click Connect next to their name before you can add them to your team.

Your list of teammates is only visible to you, although your connections may be notified when you add teammates. At any time, you can manage whether you’d like to be notified about all updates, highlights, or only updates related to you.


#3: Solicit Employee Content for Your LinkedIn Company Page

As a marketer, you need to collect relevant news from within your company to share on LinkedIn. You’ll want to keep tabs on what employees are working on and solicit content that reflects your company culture. And if you’re not a subject-matter expert, you may need assistance from employees to create some of your content for LinkedIn.

These challenges aren’t unique to social media, but with the requirement to produce regular and timely content, you need to set up internal processes to garner support from employees.

Here are a few tips to get results:

  • Share your marketing and social media plan across the company so employees understand what you’re trying to achieve.
  • Find social media champions among employees. Perhaps identify one key contact per team who can be your go-to person.
  • Offer to feature employees on your social media profiles. Playing to their ego might help you get all of the important behind-the-scenes content that receives high engagement on LinkedIn.

#4: Guide and Support Employees in Posting Their Own LinkedIn Profile Updates

While having employees share content from your LinkedIn page is great support, you may also wish to support your non-marketing colleagues in creating their own content for LinkedIn—posts that can be shared by teammates and other network connections.

Some employees will be able to dive right in, knowing what they want to post on their profiles, but others may need a few suggestions. Here are some examples:

  • What are you working on/preparing for?
  • What are you looking forward to? (For instance, an event or presentation)
  • What did you learn from a recent event you attended?
  • What has inspired you that you’d be willing to share? For example, have you watched a TED Talk or found a great new resource?
  • Do you have a question about a recent piece of industry news?

It’s also important to share some do’s and don’ts for posting on LinkedIn such as don’t violate client confidentiality. You could provide a detailed social media policy or an internal document with examples. Here’s a “before you post” list that I use:

  • Have I read the link I’m sharing?
  • Am I sharing information from a credible source?
  • Who’ll see this post? Is it relevant to my audience?
  • Does this post reflect positively on me/my company?
  • Is it true? Is it helpful? Is it inspiring?
  • Would it be better to send this information as a private message?
  • What additional insight or opinion can I include to give context to this post?

Conclusion


Asking for help from colleagues and peers is never easy, but when it comes to getting results from your LinkedIn marketing efforts, it’s hugely valuable to get them involved. Marketers might have all of the technical skills for social media management and lots of content ideas; however, they might not always be the subject-matter expert within the business. And they may not have the largest network of clients and prospects among their own connection lists.

That’s why you should consider getting employees involved in your LinkedIn marketing. Show them how their profile can be a tool that can support your wider business strategy.

What do you think? Which of these tactics will you try to get your colleagues involved in your LinkedIn marketing? Share your thoughts in the comments below.

Category: LinkedIn 

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By: Chris | February 02, 2020

How to Analyze Your LinkedIn Profile Using the LinkedIn Dashboard

Looking for analytics to assess your LinkedIn profile’s performance? Are you looking at the LinkedIn dashboard for profiles?

In this article, you’ll discover how to use the dashboard on your personal LinkedIn profile to analyze and improve your profile visibility, prospecting, and content strategy.

What Is “Your Dashboard” on LinkedIn?

Every LinkedIn profile has a Your Dashboard section that provides data about its visibility on the platform over time. These insights include:

  • Who viewed your profile
  • Post/article views
  • Search appearances

To find your dashboard—which is available on both desktop and mobile—look at the top of your LinkedIn profile, below the About section. Note that your dashboard is private to you; no one else can access or view this information.


Without a doubt, being visible to your ideal customer on LinkedIn is essential to your business’s growth. Here’s how you can use these three insights to gauge how well your LinkedIn profile is working for you.


#1: Assess Your LinkedIn Profile Search Appearances

Appearing in LinkedIn search results is key to helping you achieve your goals on the platform. To find out how many times your profile has appeared in search results in the last week, click Search Appearances in your LinkedIn dashboard.

Pro Tip: Regularly make a note of your search appearance data and the date. It’s a useful benchmark for you to review over time.

In addition to the number of searches, LinkedIn reveals where those searchers work.


If you scroll down, you can also see what those people do (their job title).


When you look through this data, ask yourself these questions:

  • Do the searchers’ employers match the kinds of businesses you’d like to work with?
  • Do their job functions match the type of people you usually communicate with?
  • If you see an existing customer in the list, do you need to get in touch with your contact? Are there other contacts within that business you should be speaking to?

Analyzing this search data can reveal potential business development opportunities. Make a list of businesses you want to research and people you’d like to contact. Connect the dots, use LinkedIn search, and follow the trail to initiate a business development conversation.

If you have access to the list of keywords searchers used, do the keywords reflect the products/services you offer? If the keywords you want to be found for aren’t on the list, think about reworking your profile. This list may also reveal additional terms you can add to your profile.

Keep in mind that people often create their LinkedIn profiles based on previous job roles, so they might show up in search results for industries they no longer work in or for skills they no longer want to use (perhaps lower-level tasks). If your LinkedIn profile is written with a focus on what you want to be found for right now or in the future, you’re more likely to appear in searches by your current/future ideal customer, providing opportunities to help grow your business. Getting found on LinkedIn is the first step. The next is to look at who’s clicking through and viewing your profile.

#2: See Who Viewed Your Profile on LinkedIn

The data LinkedIn reveals about people who have viewed your profile is limited for users with a free LinkedIn account. With a premium account, all data is available, assuming users have their privacy settings for profile viewing fully visible.

Note: The visibility of profile viewers depends on the other LinkedIn user’s privacy settings, not yours. It’s also unrelated to the type of account (free or paid) any user has.

When you click on Who Viewed Your Profile on your personal dashboard, you’ll see a graph showing the number of profile views in the past 90 days.


Look for trends in the number of profile views that may correlate with your activity on LinkedIn. Are there peaks you can correlate to times where you were more active on the platform (posting content or adding connections)? A percentage increase over the previous week could be an indication that something worked well. A drop in profile views may signal you need to be a little more active.

Of course, you also need to look at the information behind the trend data. Scroll down to see more details about the LinkedIn users viewing your profile. Do you see any existing connections? Are there any 2nd- or 3rd-degree connections that match your ideal customer? This information may also reveal warm leads and conversation triggers.

The right people viewing your LinkedIn profile is just as important as the volume of people viewing it. If the people viewing your profile aren’t a good fit for your business, you may need to tweak your profile to appeal to the right people.

#3: Analyze Your LinkedIn Posts, Articles, and Document Performance

Your LinkedIn dashboard also shows data about the content you share on LinkedIn, including articles, documents, and posts you’ve published.

Click on Post Views in your dashboard to see a detailed breakdown of the analytics for any content viewed by 10 or more unique viewers. When viewing this data, keep these points in mind:

  • Post analytics are available for 60 days from creation. A view is measured when someone sees your post on their LinkedIn feed.
  • Article analytics are available for 2 years from creation. A view is measured when someone has clicked on and opened your article in their browser or LinkedIn mobile app. Clicking into and viewing your own article also counts toward the number of views for that article.
  • Video views are determined by the number of times your video post was viewed for at least 3 seconds in a user’s LinkedIn feed or after clicking on the video.

If you look at the insights below, the data for post views includes information about where viewers work, what they do, and where they’re located. If you don’t see your existing connections or ideal prospects in your post view data, you may want to rethink what kind of content you’re posting to find something more likely to resonate.



Anytime someone engages with (likes, comments, or shares) your posts is an opportunity for you to start a conversation. For example, you could send a message thanking them for their interest. You can do this publicly or privately.

By using your LinkedIn dashboard analytics to see what’s resonating with people, you can keep posting content that gets results for you and your business.

Conclusion

As the world’s largest professional network with more than 673 million users (January 2020) in more than 200 countries and territories worldwide, LinkedIn is a good place for business professionals to have a presence and be visible.

That means having a complete (All-Star) personal profile that showcases your experience, skills, career achievements, and knowledge. Additionally, you need to maintain an active presence, posting content and engaging with content posted by your network of connections.

Your LinkedIn personal dashboard can provide valuable data and insights to help you improve your profile and activity. Your ideal customer or contact is as unique to you as your personal dashboard data so use the information available as a benchmark for monitoring results and making continuous improvements.

Staying active on LinkedIn and sharing the right content will increase your chances of getting found by prospective clients and partners who are looking for someone like you and the products/services you offer.

What do you think? Have you used the data from your LinkedIn dashboard to provide insights that will help grow your business? Share your thoughts in the comments below.

Category: LinkedIn 

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By: Chris | January 29, 2020

How to Get More LinkedIn Engagement and Clicks

Do you share content on LinkedIn? Wondering how to publish LinkedIn content that gets more clicks and engagement?

In this article, you’ll discover how to develop and share LinkedIn posts people click on.

Content That Works on LinkedIn

People want to know you—your passions, your sense of humor, and what makes you someone worth paying attention to. You have valuable stories to share. You know things, which is why you’re doing the work you’re doing. Sharing your knowledge, expertise, and experience on LinkedIn can help other people achieve their dreams.

With access to so many people on social platforms, we often get lost in the idea that we have to appeal to a lot of people or even everyone. The best results come when we’re true to ourselves, leading other people to find us for what makes us unique and interesting.

You want to develop content for LinkedIn that will appeal to an important group of 500–1,000 people who can make a difference in your business. Don’t focus on virality because viral content is either lightning in a bottle that’s hard to duplicate or something that gets a lot of marketing push. The volume of quality content over time is the game you can control.

Keep in mind that LinkedIn loves to see two things happen: clicking on a post and staying on the platform. So the core approach is to create content that keeps people clicking inside LinkedIn.

#1: Publish Longer LinkedIn Posts to Activate the See More Feature

This tactic is straightforward: Write longer posts with no links outside of LinkedIn and no images of any kind. The key is to get the See More link to appear at the bottom of your post, encouraging people to read your entire piece. This counts as a click, which tells LinkedIn your content is engaging. LinkedIn posts can be about 1,300 characters, or 170 words, which is more than enough space to write a full story, share facts, and define supporting examples for your network to read.

#2: Post 6+ Photos at Once

This is the visual version of See More, where your LinkedIn post shows five photos and a “+1,” “+2,” and so on for more photos to be seen if the user clicks. Each click gives LinkedIn more feedback that your post is engaging and pushes the post to more people.

Here are some ways you could use this feature:

  • Share photos from an industry party and tag the people you met as a follow-up to your brief interactions, recreating that sense of togetherness.
  • Post six images that tell a full story, where you pair images and short quotes.
  • Highlight six brands that are having an impact on your life right now.

Ideally, you want to post your own photos rather than stock photos. And post faces rather than places, buildings, or hands. The reason faces do better is because we’re born with a greater capacity to understand faces and less capacity to recognize locations.

#3: Share Valuable PDFs on LinkedIn

It’s possible to post PDFs to LinkedIn from the desktop. At first glance, uploading PDFs to LinkedIn may not sound interesting but I think it’s currently one of the best-kept LinkedIn secrets. PDFs are click-generating goldmines because each page gives the user a fresh piece of content to click on.

PDFs are often dry, with small fonts, lots of text, and the potential for a snooze-fest, but you can do much more with them. Try creating PDFs that are visually appealing square canvases with combinations of big bold text, colors, and designed shapes to make the message simple.

#4: Play to the LinkedIn Algorithm

Regardless of the type of content you post on LinkedIn, following these practices can help you get better visibility for that content:

Aim for volume with the minimum level of quality. You know what the minimum level of quality is for you so make sure that every post achieves that threshold. Publish volumes of content and LinkedIn will push your content to the people most likely to benefit from it.

People who likely aren’t interested won’t see your content. If you post 100 times a day on LinkedIn, you won’t alienate your audience because doing so would hurt LinkedIn, and LinkedIn won’t position your content to fail that way. If your posts start reaching fewer people, that’s a sign you need to switch something up.

Engage with your commenters quickly and often. The more engagement, the better your exposure, not to mention the engagement level of your business prospects.

Conclusion

Your industry, network, strengths, and content, when combined, create a unique opportunity for you on LinkedIn. To get the best results from your efforts, keep these points in mind:

What you do well: What do you excel at, both professionally and expressively? Are you better at writing, making video, creating images, or communicating with audio? Share your expertise, journey, experience, and day-to-day reflections.

Category: LinkedIn 

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