One of the advantages of having your own online audience online is the fact that they’ve essentially asked you to stay in communication with them. But where traditional advertising like print ads let you use their audience, with online marketing you have to build your own audience.
Here’s a very specific tactic we’ve seen work on LinkedIn Company Pages. I’ve talked before about a method for building your Company Page’s following. Since then, I’ve systemized it even further, and seen great results.
Before I get into the details, here are the results I’ve seen.
In one case, we were able to convert 33% of the client’s personal connections into Company Page followers, increasing his follower count from 88 to 498. We cut off tracking a week after the project, but about four months later, he’s at 580 followers.
In another case, we were able to convert 25% of the client’s personal connections into Company Page followers, increasing his count from 11 to 359 within a week of the project. Three months later, he’s at 392.
Finally, in a third case, we converted 16% of the personal connections to LinkedIn Company Page followers. That increased the count from 187 to 414 within a week of completion. Two and a half months later, they’re at 471.
By the way, that third example is actually the T&S Online Marketing LinkedIn Company Page.
Estimate Your Results
This system is more beneficial the more connections you have on your account, as it directly utilizes those connections. But it is time consuming. So before you decide to do this, you can get a safe estimate of your expected return by doing the following calculation:
- Take your total number of connections through your account.
- Subtract the number of people already following your Company Page.
- Take 10% of that number, and that’s a safe estimate, based on our experience.
Of course, the lowest we’ve seen so far was actually around 15%, with the highest being 33%. But you’ll have to decide if it’s worth the investment of time (or money).
Want to know what you actually need to do? Here are the four steps to our LinkedIn Company Page audience building system.
- Export your LinkedIn connections to any type of CSV file. As of right now, you can do that here. CSV files can be opened up with almost any spreadsheet program, including Microsoft’s Excel and Apple’s Numbers.
- Go to your Company Page on LinkedIn, and click on the number of followers to pull up all the followers you currently have. Manually go through each page, and delete those people from your CSV file.
- Delete anyone else you don’t want to invite to follow your company page from your CSV file.
- With your remaining connections in the CSV file, pull each of them up in LinkedIn and send them a message asking them to follow your page. You can see an example of such a message in my previous article on the topic.
Note: For step 4, you can only send approximately 100 messages a day without risking being flagged as a spammer. As long as we’ve stuck to that number, we’ve had no problems.
Obviously, step 4 is the most time consuming. I haven’t experimented with it yet, but you could send mass emails as an alternative. However, I suspect it wouldn’t be as effective as messaging directly LinkedIn.
Don’t have the time?
If this sounds great, but you simply don’t have the time or desire to do it yourself, it is a service we offer. We can even walk you through determining the results you can expect, so you can see if it’s worth the financial investment.