Partnership Manager at Databox: Smarketer, RevOps. On a Mission to Teach the Power of Business Performance Benchmarks for Marketing and Sales.
The small team of 4 people that I manage at Databox, now reaches more than 1 million people on LinkedIn! How did we do that? Probably the same way you’ve increased your reach over time. But, we did it very purposefully… One of our key activities as a team is "social listening". We first make a list of people we ultimately want to connect with (These are people whom we think could be good Databox customers, partners, or affiliates.) Then, we read their blogs and social accounts. Our goal is to identify important insights, trends, and topics that interest them and keep their communities engaged. Our next step is to attempt to engage these experts in a conversation, learn from them, and ultimately hit the connect button. And of course, every time we connect with someone on LinkedIn, we create opportunities to gain access to their reach. Not surprisingly, these people typically have big followings. In Databox we love numbers, so here are some statistics: Since June 1st, we 💪 Have targeted 1,000 LinkedIn accounts, 💪 Made 252 connections (only from "targeting") 💪 Our connection rate is 25% 💪 Each connection has on average approx 5,5k followers 👉 Total number of reach gained for our team: 1.4 million LinkedIn accounts! Now, you might be asking, “To what end?” By itself, this reach doesn’t matter. But, we are taking a long view of it. If you’re in sales, you probably pitch people once you connect. We all get these messages, though. Very few of us like them and very few of them generate a response. We don’t do that. So, our other main activity is publishing what we learn from these people through our own lens. Then, when one of these people comments, likes, or shares one of our posts, their followers will be exposed to us. Does this mean that whatever we post, like, or share will be seen by a million people? We would like that to be true, but that’s not the case (as I’m sure you know already.). However, we do know that currently, the Organic Reach Rate on LinkedIn is about 9% (link in the comment section). This means, that every time we post something, about 9% of our followers may see it. I wasn't able to find the percentage of people who engage via the "share" or "comment" and "like" functions, but we can assume that it is much lower than 9%. So, potentially only a small percentage (maybe closer to 5%) of this 1 million will ever see what we post. But we know that it works! Since June 1st, my own posts have about 28,000 total views and I only have 800 followers. So, it was the reach of my followers (this means you, thanks!) that helped me to achieve this number. And, believe me, that wasn't impressive at all compared with the 50K views that other members of the team have achieved! To me, it’s amazing the attention we have gained just by reading, connecting, and writing. Would you ever imagine that this is the amount of reach you can gain on LinkedIn?
And don't underestimate the power of constructive comments on other people's posts. Thanks for sharing your findings Nikos! LinkedIn is a SOCIAL network and should be treated as one. We are all very aware of the LI requests followed by a sales pitch. If you provide helpful content people will want to follow you and eventually help you.
Sounds like the classic "quality over quantity" adage, especially with creating meaningful interactions. Thanks for sharing!
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Good job guys! 😎👏
Truly Amazing Nikos!
Partnership Manager at Databox: Smarketer, RevOps. On a Mission to Teach the Power of Business Performance Benchmarks for Marketing and Sales.
1yYou can read more about LinkedIn's Organic Reach Rate here: https://www.socialstatus.io/insights/social-media-benchmarks/linkedin-organic-reach-rate-benchmark/