Be Interested With Your Content’s View Count, But Not Obsessed

If you have ever had an article you published on LinkedIn get a large number of views or a ton of engagement, it is easy to get caught up in trying to do it again.

My LinkedIn articles tend to get in the middle to high hundreds of views each week, and my posts ten to twelve times that amount. A good article for me is a thousand views and with a couple hundred engagements. A good post is ten thousand views (remember that post views are counted differently) with the same couple hundred engagements. Once every six weeks or so, a piece of my content may get double these high water marks.

Then there are the true outliers. An article about your Weekly Search Appearances – almost 88,000 views, one on Fake LinkedIn Profiles, 25,000. And the granddaddy of them all: What Is A View on LinkedIn? (irony alert): over 170,000 views. All of these were articles. The equivalent number of post views would be ten to twelve times higher.

The upside is that at various times over the past five years I have written and published something on LinkedIn that readers really liked. And apparently they still do. The downside is that since that first article that did really well I have had around three hundred shots at publishing new articles and replicating that success. Which I have done around once a year since. So four out of three hundred.

But I don’t worry about it and here’s why: I have no clue why those articles did really well and why none of my other couple hundred articles did not. I think you can write as well as you can, hit publish and then it is out of your hands. If it goes viral, enjoy your moment in the sun. I published one article that got several hundred times the views I normally get. I don’t know what was different about that one from others I have written. I don’t know the secret.

And no one else does either.

Anyone who writes that they know how to go viral is full of it. Otherwise they would be viral every time they published…and wouldn’t have to write articles on how to go viral.

And while views are good for the ego, engagement from those views is the real deal. LinkedIn doesn’t tell me who my viewers are, so I have no way to identify and contact them if I wish to. People who like, share and comment are identifiable so I can contact them. I consider an article with three hundred views and sixty people engaging with me to be more successful than having three thousand views and thirty people engage with me.

Don’t sweat going viral or piling up huge numbers of views. Views are good for the ego. Engagement is good for business.

The obligatory disclaimer: I do not work for or have any association with LinkedIn, other than being a user who pays them for his Sales Navigator subscription every month.

Want more like this? I publish three weekly email newsletters on LinkedIn for Sales, LinkedIn for Marketing and Advanced LinkedIn Strategies and Tactics. Each is typically a two or three minute read, free, and and you can unsubscribe anytime. Here’s a link to the sign up page: https://practicalsmm.com/contact/

Cultivating Your LinkedIn Connections For Fun and Profit

 

Actually, just for profit. But that’s fun too. 

A couple months ago I wrote about how you can identify the connections that are worth improving your relationship with. These are the ones that may become prospects or suppliers or other types of people that can help you down the line. The morning that I published that, I got this note from one of the subscribers:

“You left everyone hanging! Now that they have identified those “special” connections, what do they do with them? How do they segregate them? How do they make sure that their content or comments or postings go to them??”

So in answer to that question, here are four steps you can take:

1) Get them in your CRM

And yes, you should actually have a CRM tool of one kind or another. The key here is the “M” because you want to manage your relationship with them. And that means tracking what you have been doing. At its most basic, all you want to be able to do is to identify people you are working to promote your relationship with. While there may be overlap with other work you are doing, your goals with these people should be pure relationship building.

2) Figure out how often you want to reach out to them

Frequency will be a function of several things, but in particular how big your “ask” is. For example, there is a big difference between making your case and asking for a phone call now, or asking for a phone call after you have interacted four or five times with them and built your credibility more slowly. The other big factor is just the raw number of people you are enrolling in this little program at any one time. You may have fifty people you want to work to develop your relationships with and it will make a big difference if you are doing, say ten at a time, or all fifty.

3) Figure out what you want to offer to help them

There are more things you can offer your connections than you are probably aware of. How about a phone call to see what types of people they would like to meet so you can see if any of your connections would be a good fit for them? Can you endorse them on LinkedIn? How about a recommendation? Can you write a testimonial for them? Do you have a case study on that new technology their company is getting involved in. Send them a copy. How about blogs or podcasts they might be interested in? Offer to send them the links.

Now I don’t do all these at once, as that can be a little overwhelming and to be honest would be just a little bit weird. What I do is have two of them ready, usually one “thing” like a white paper, and one “service” like an offer of a LinkedIn recommendation. Then I add another one each time I reach out to them.

The overriding theme here is “I am a resource and I want to help you achieve your goals.”

4) Set aside time to contact the people at the top of the list each week.

Three suggestions on starting this up: start slow, make it a priority and do it. Start slow because you want to take the time to do it correctly. Make it a priority, don’t kind of say to yourself, I will fit this in if I get some extra time at the end of the day. And do it: get it done. Make it a habit, a part of your day, and of your week.

This isn’t that difficult and it works. The hard part is starting. Start, keep at it and you will make it part of your LinkedIn habits.

The obligatory disclaimer: I do not work for or have any association with LinkedIn, other than being a user who pays them for his Sales Navigator subscription every month.

Want more like this? I publish three weekly email newsletters on LinkedIn for Sales, LinkedIn for Marketing and Advanced LinkedIn Strategies and Tactics. Each is typically a two or three minute read, free, and and you can unsubscribe anytime. Here’s a link to the sign up page: https://practicalsmm.com/contact/

 

Should You Have A LinkedIn Company Page?

note the use of primitive hashtags…

 

This may seem like a silly question, but there is a case to be made for not having a company page – or as LinkedIn calls them these days a “LinkedIn Page”. I am an example of this idea as I manage or co-manage eleven company pages for clients but don’t have one myself.

Here are the pros and cons of just what you can do with a Page and what a Page can do for you.

Your reach with your Company posts will be pretty poor.

The fact is LinkedIn just does not distribute company page content that much. Yesterday, I got a notification that one company I follow had published a post. This company publishes two or three times a week. This was the first notification I had received or post I had seen this year. Your organic reach just isn’t there. There is conjecture that LinkedIn will go to a pay for distribution model like Facebook’s.

It takes work!

Setting up a Page is easy. Populating it with really good content – on a regular basis – is another story. Pages need content, and the more the merrier. And that content needs to do one thing: show the visitor that you have the answers to their questions. Your content should be “benefits loaded”, that is less about your capabilities and more about your customer’s results. Even for companies that have that mindset, coming up with a steady stream of that content is a lot of work.

A Page allows your Company to be found on LinkedIn.

Your description and the keywords, phrases, hashtags and specialties you list all provide “hooks” that searchers on LinkedIn can use to find your company. I think this is a vastly undervalued part of a LinkedIn Page, and many companies do not take advantage of it. And it only takes five minutes to set up or fix.

You can use it to establish your credibility.

This would be the role of that content I talked about above. Establishing credibility is a missing part of many companies’ sales processes. You need to have credibility in order to be considered. A Company Page is a good place to start that ball rolling, because then…

You can use your Page to send people back to your website

LinkedIn doesn’t really give you much room to stretch out and write posts – the character limit for Page posts is 700 characters including spaces and punctuation, and you can’t say very much in that amount of space. The solution is a teaser for your content and then to have a link back to the content on your website.

Conclusion

A company page is good for credibility, but not for reach. For companies, as long as you can keep up with the commitment to write good content, a Page is worthwhile. If you work for yourself, I would suggest that you can do a good job building your credibility without a Page by publishing articles – which can be found via Search, and are also indexed by Google Search – and by attaching featured documents to your Profile.