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How to boost your numbers on LinkedIn

So you’ve heard that this new fangled social media lark is the place to be. Myspace is where it’s at. Bebo is amazing. Not Habbo Hotel though. That ones just for kids.

Seriously though, each platform has its own strengths and weaknesses and its own audiences.

I’m not likely to find my clients on TikTok, and to be honest, they’re probably not on Pinterest or Instagram either.

So the very first step is to figure out who your audience is and where they hang out, so you concentrate your efforts on the place that will make the most impact.

For me, that used to be Twitter (and I’ve been on Twitter for twelve years now and I love it a lot). But Twitter has changed and now it looks like my audience is on LinkedIn.

I never liked LinkedIn.

I found it stuffy and boring.

But these things are what you make it.

And I’m going to make it work for me.

The strategy I’m using was taught to me by a LinkedIn expert (hi Claire) and then I’ve added bits to it I’ve learnt from others (John Espirian and the amazing Janine Coombes). It takes me about half an hour per day and in three weeks, I’ve gone from about 300 profile views to around 450.

First thing you need to do – make sure your profile page actually sells your services. Make it a sales page. I use a simple copywriting formula called “Pain/Dream/Fix” – what problem does my audience have, how do they wish things were and how do they get from problem to solution? Then end on a call to action – download my free stuff, visit my webpage, message me – choose one.

Then change your headline. When you comment on someone else’s post, the first five words are what people will see – so make sure they grab your target’s attention.

I then have a daily routine (weekdays only):

  • I send out ten connection requests to my ideal audience. No personalised message, just a request.
  • I do at least one post per day – a question, about my mission and values, a video post, a general post and then another question. Two of these should include a call to action at the end.
  • I update my statistics every day.
  • I comment on at least three other people’s posts every day – and the comment needs to be a full sentence of at least five words.
  • Every now and then I like or comment on my own post – this is because people are often reticent to be the first to interact
  • Every now and then I tag myself at the bottom of my own post – this makes it easier for people to get through to my profile
  • At the weekend, I post a quote from a client – but I do it as an image.

About the posts I do

  • Nearly all of them are text posts. These seem to do best in terms of reach.
  • Occasionally I use image posts, but only sparingly.
  • When I do a video post, I always upload the video to LinkedIn directly – never link out to Youtube or somewhere else.
  • In fact – never include a link in a post at all – because LinkedIn wants you to stay on their site, not go elsewhere. If you do want to link somewhere else, write your post, submit it, then go back and edit it to include the link. That way LinkedIn’s algorithm gets fooled and promotes your post as if it didn’t have a link in it.
  • I’ve stopped using automation tools (Buffer, Hootsuite, SmarterQueue) as LinkedIn seems to downgrade those posts so they don’t get seen.

I’ve also switched my profile to “follow first” – there is an option in settings somewhere that replaces the “connect” button on your profile page with a “follow” button. People can still connect, but it’s now hidden away on a menu. I don’t know if this makes a difference or not yet, but the idea is “following” is less of a commitment than “connecting” so more people will follow me and it should share my posts further.

Once a month I clear out old connection requests so I don’t have a huge queue of unanswered ones sat there.

When I’m tracking statistics, I have a spreadsheet with the following columns:

  • Post (the first few words, so I can identify it easily)
  • Type (text, image, video, share)
  • Date posted
  • URL (I keep the link to the post just so I can find it again easily – I’ve never actually needed it though)
  • Review on (seven days after it was posted)
  • Views
  • Likes
  • Comments
  • Profile views
  • Searches
  • Connections
  • Followers

Each day I fill out my profile views, searches, connections and followers.

Then I look at any posts that are due for review (that is, ones I posted seven days before) and fill out the stats for those.

What I’ve found so far – my profile views, searches, connections and followers are steadily increasing. And pure text question posts get the highest levels of engagement. I’ve also noticed that if you have a badly performing post, the one after it also tends to do badly, and vice versa. So you need to guard any reputation you build up with the algorithm and work it.

That’s what I’ve been doing – it seems to be working so far – but I’ll keep you updated.

How about you?

FEBRUARY UPDATE TO THIS POST: If people comment or like your post – especially within the first hour or so – make sure you respond. That grows the engagement and then LinkedIn seems to promote it further

PS: And if you want to say hi, my LinkedIn profile is here.

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How to run a successful Facebook advertising campaign without spending a fortune

Have you ever spent a fortune on a Facebook advertising campaign?

It’s easily done.

Facebook is probably one of the most sophisticated advert delivery platforms around – maybe even the most sophisticated platform around (and don’t forget, it’s not just Facebook, it’s Instagram, WhatsApp and Messenger too).

But that sophistication can bring you huge rewards, or massive costs.

Jumping in and naively chucking a load of cash at some boosted posts is not going to help you. Instead, you need to have a strategy for your campaign.

This image shows a small snapshot of a set of campaigns that I’m running for myself (the results are from a few hours in one day).

It shows the “Four Ts” – the four things you have to be doing if you want any chance of getting Facebook adverts to work for you.

Targeting

Never “boost a post”. Never just pick an audience for your advert off the back of an envelope.

More than anything else, choosing your target audience for your advert is the key to success.

Facebook hoovers up a ton of personal and intimate data about you and everyone you know all the time. So let’s use that to good effect – you can build audiences of people and then show your adverts only to them.

So you need to know:

  • Where do they live?
  • How old are they?
  • What brands do they like?
  • What interests do they have?
  • What car, phone or clothes do they want?
  • What sports do they follow?

You need to know all this stuff, or you’re just throwing your money away.

Testing

There are four components to a Facebook ad – and one of them is nothing to do with Facebook. You need to have an image or video to catch people’s eyes. If they look at that, then they will probably take the time to read the headline. If they read the headline, they might read the text (the copy). And if they read the text, they might click the ad and end up on your landing page.

All four of these need to be in alignment. But more importantly – because we are dealing with human beings here – you cannot be sure exactly what is going to work.

So when you start a new campaign, you need to be prepared to throw a load of money at testing. A phase where you try out different combinations of images, headlines, copy and landing pages, to see what gets the engagement, what gets you results.

Tracking

This testing process is useless if you can’t measure the results you are getting. If you look back at my screenshot earlier, you can see that I have a number of stages that are being tracked – in effect I have built a marketing funnel. At each stage, I know how many people have arrived there – and just as importantly, I know how much I have spent to get them there.

The final column on that screenshot is “arrived on sales call questionnaire”. This is the last piece of my marketing funnel and means that someone has actually booked a call with me – which is a result. And in this case, it has cost me £3.55 to get that call1.

Transform

People grow tired of adverts. Eventually, you will have shown your ad, several times, to your audience. So you need to shake it up, you need to change things around. Sometimes, this is as easy as switching the images you are using. Sometimes, you might need to change the audience definition.

Facebook uses machine learning to pick out good candidates to show your ad to. As they respond, it learns who to show it to next. Sometimes, it gets “stuck” and can’t figure out good candidates to show the advert to – and you’ll notice your statistics plummeting. If that happens, you’ll need to rebuild your audience so Facebook can reset who it’s targeting.

The Funnel

The final thing, with a Facebook campaign is never, ever point your adverts at your website. It might sound funny, but your headline, your advert, has hooked them in on a particular promise – you can fix the problem that was bugging them at that moment in time. If you send them to your website – it’s not really going to fix things for them.

Instead, you need to send them to a dedicated landing page which focusses purely on that one problem and gives them the solution – either as a free download (in exchange for an email address) or a webinar or other type of training. You have just spent money to grab their attention – don’t waste it by failing to give your audience what they want.

In effect, you are building a marketing funnel – you grab their attention and then lead them through your funnel on a defined, controlled, journey that eventually2 leads them to buy from you.

So that’s the Four Ts of Facebook advertising.


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  1. This screenshot shows the stats for half of a single day – so it has cost me £3.55 so far that day to get that call booking. Over the lifetime of this campaign, each sales call has actually ended up costing me about £100. But I wouldn’t know that if I weren’t tracking my figures.
  2. and this can take time – the potential customer needs to learn who you are and has to believe you can help them and trust building can’t be rushed
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Is this the end?

I’ve been writing these daily letters for over a year now. To be honest, I’m surprised at how easy it’s been. I’ve rarely struggled for topics, they don’t take long to write, and although some are a bit light on content, I also think I’ve written some good stuff.

But, I’m now considering stopping the daily letters.

You might have noticed I’ve been thinking about making best use of my time for a while now. And I’m not sure the emails are the best thing for me at the moment. Instead, doing another podcast (something I really enjoy doing), or video (something I don’t enjoy doing, but practice always helps) are what I’m considering.

The issue with both of those is a one or two minute daily episode probably wouldn’t work, so I’d have to switch to weekly. And weekly has challenges when it comes to writing and publishing.

Every day I ask you to take action, hopefully to help you. Today, I’m asking you to take action on my behalf. I won’t write anything else this week, while I think about what to do next.

Take action: Please email hello@echodek.co with one word – PODCAST, VIDEO or EMAIL.