Avoid LinkedIn ‘Junk Mail’ Stats. Focus On This Gold Instead.
I recently attended Denver Startup Week, the largest event of its kind, and realized something that I thought was profound.
In the midst of hearing from startup founders, executives, venture capitalists, and other experts in the space, it became clear that the job of startups was to get funding. The people with whom I’ve shared this ‘wisdom’ with have nodded in agreement, shaken their heads incredulously, and retorted with an unfriendly,
Either way, that’s my story and I’m stickin’ to it. Similar to my startup knowledge-bomb, I discovered that when it comes to LinkedIn lead generation, metrics are great — but if you’re on LinkedIn as often as me — what you NEED to know is, do they matter?
Let’s start with what doesn’t matter: most LinkedIn stats.
Yep. Most LinkedIn stats are crap (ooh, that seems like a great headline).
Most LinkedIn Stats Are Crap
UPDATE: While LinkedIn could be changing up its view on how much it thinks your success on the platform is linked to your awesome Social Selling Index (SSI) Scores, evidenced by how it lost its spot on your Sales Navigator homepage, at the moment of this writing it’s still being used to measure LinkedIn Sales awesomeness.
When I say crap, what I really mean is unhelpful. And I had to discover this the good ol’ (hard) way.
I’d get on a regular customer update call to review their LinkedIn Lead Generation progress — and if the SSI was good I’d tout it,
“Hey, your score went from 72 to 82 since we last spoke (because I’m awesome)”
Yet when it was bad and the leads were flowing, I would downplay it,
“Your leads and appointments are what really matter. Just forget that score.”
One day I was in one of those unfortunate positions (in which marketers find themselves more often then they’ll admit 🙂 where the numbers and the lead flow were weak. Oh no.
As the customer (who was kind of a jerk) hassled me on the SSI Scores, I swore to myself that I’d improve those numbers. This was not straightforward.
When you click on the different SSI Stats:
You find they are linked to related videos and tips that might have been helpful if they weren’t so vague. I went through each and tried to determine how I might bring up these SSI Scores — (I mean) I was psychologically motivated by my customer dropping me/going on a starvation diet to figure it out — and I still could not.
Finding the right people? Can I improve that by saving more leads or keeping my messaging to a consistent profile type? Establishing your professional brand? This most certainly has to be the amount of times I post to LinkedIn, right?
Engaging with insights? This one used to floor me because I was reading every prospects’ profile and sending messaging based on what I learned — but how was LinkedIn going to score such a common activity on its platform?
Dwell on these stats at your own risk (especially considering the other channels you need to manage). Instead, here’s what I care about above when it comes to LinkedIn…
The 1 LinkedIn Stat That Matters
“For us, that one [goal] was — and still is — conversations. And so we only optimize for them.” – Drift Marketing Team, “This Won’t Scale”
Messages. Messages are the most important activity and notification that your doing something that matters on LinkedIn. This connection is straightforward.
Messages lead to conversations, which lead to meetings, which lead to deals and money. And they’re just more fun — because they begin and end with real live people.
In case, you aren’t sure where you can quickly get that number, I recommend:
LinkedIn’s Chrome Extension for instant notifications
As the Chrome Store describes it:
This extension lights up with a new notification count whenever you have new activity waiting for you at LinkedIn.
Clicking on the extension’s icon is also an easy way to take you directly to the LinkedIn website to view your new activity.]
I don’t know how anyone who uses LinkedIn in any professional/money-focused capacity and does not use this tool. Hovering over its logo, I can easily see my current number of notifications regarding
- My network
- My messages
- My general notifications
Note, that general notifications are not the most helpful number, as they often include LinkedIn’s ‘junk mail,’
- Job changes in your network
- Random posts by random connections
- The posts LinkedIn writes about random business topics
This makes it look like you’re more popular on LinkedIn than you actually are.Speaking of being popular, let’s talk
Going Viral: Related Tips For Multiplying Social Exposure
Somehow over the last number of years, “going viral” became something one wanted to achieve. As you probably already know, it’s just another way to describe a process by which social exposure and engagement is multiplied(sometimes exponentially).
I learned how to increase and multiply social media exposure and engagement from an editor at a top media firm I used to work with. His job depended upon creating and propelling social media communities to action.
The secret was engagement. If you saw the post I did on the LinkedIn algorithm changes (here:
https://www.linkedin.com/posts/jeanmarcsaintlaurent_marketing-linkedin-linkedincreators-activity-6562008858225631232-t2Ln) you’ll see LinkedIn started to prioritize the 1st hour’s engagement. This means whatever you can ethically you can do to get likes, comments, and shares during this time, you should do.
To review, some simple things you can do to multiply social engagement
Comment: This gets more comments, which means more engagement. And when LinkedIn sees super crazy engagement, they treat you like a rockstar.
Like, Share or React: Many people don’t realize that these simple actions start to shoot notifications to your network. Think of the last time you saw “[Your Connection’s Name] likes this” in your news feed.
Mention: Typing the “@” symbol followed your connection’s name lets you quickly share any piece of news with a specific person in your network. This typically gets them to comment, like, react, or mention someone else on your post. And the cycle continues.