Miles Burke

Startups, digital marketing, small business & more.

Category: Marketing Page 1 of 11

LinkedIn marketing

How to Go Viral Thanks to the LinkedIn Network Effect

I recently posted a status on LinkedIn that received more than 4,700% more views and engagement than my 10 posts prior. This is how to replicate that success for yourself.

LinkedIn is a powerful platform. At last count, there were 467 million people on LinkedIn, sharing views, virtually networking and connecting with each other.

I have always been a little lazy on LinkedIn. Whilst my network has been steadily increasing, and I have been frequently posting, I don’t really go out of my way to engage with my network.

I had an idea for an experiment, to see how I could grow my subscriber list for growth.email and build a bigger network on LinkedIn.

The results?

LinkedIn post statistics

LinkedIn post statistics

Instead of the usual 200 or so views on my updates, and little to no likes, I ended up blasting the stats out of the water with this one.

12,041 views of this single post
70 comments
34 post likes
4 reshares

This resulted in a number of positive effects elsewhere as well;

60 new subscribers to growth.email
39 new LinkedIn contacts
3 enquiries about the work I do

An amazing response, overall.

What’s the LinkedIn effect?

LinkedIn encourages posts that get engagement to spread across the platform. If a user comments on a post, they send it to their contacts feeds as well.

For example, I am a contact of the commentor below, not the article poster. I saw this in my feed because my connection commented on it.

LinkedIn activity in feed

LinkedIn activity in feed

A smaller effect is seen if you take a look at a connections profile. You also see their recent engagements on the platform, such as this example, which puts the article as a link there as well.

LinkedIn profile activity

LinkedIn profile activity

You want comments (& many!)!

The trick with getting a post to spread on LinkedIn, is that you want to get people commenting on it. It could be a simple Yes, which is what I used – the length isn’t the concern here, it’s the reach.

This made me think – if I asked people to subscribe to my email list, AND comment on a post, in order to get some valuable research, would that be too hard for most people? I would need to offer something of great value to do that.

What value can I offer?

So I put my thinking cap on – what would attract people specifically on LinkedIn, to go through that process? I always consider what would attract me, and what I thought would work is some deep data or research on articles that are shared.

Imagine if I had the top 1,000 articles that had been shared on LinkedIn? I could use that for a number of things;

  1. Build a list of curated content to share myself
  2. Use this as a basis for writing about new topics
  3. Find gaps in content that I could write about

I ended up collating the data, using a paid account on Ahrefs, which makes this process a lot easier, and saved it as both CSV and XLS formats.

Most shared articles on LinkedIn

Most shared articles on LinkedIn

Then I made a quick graphic to share (images are far better noticed in a LinkedIn feed, than plain text posts) and then wrote a quick intro to it, with the steps.

LinkedIn post

LinkedIn post

Don’t just stop there!

I nearly left this research as is, and walked away with this blog post and some learnings.

I then recalled my own advice; reuse content where you can.

I took the research I had put together, did some fairly trivial analysis of title lengths, share totals, etc and wrote an entirely different bit of content, as a 1,200 word blog post on the Bam Creative blog.

That way, I am reusing my research once, but providing great value again. To sweeten the deal even further, we uploaded the data to Google sheets, and made it a free download, with no content gate or anything that would stop readers getting to it.

At current count, this article has resulted in hundreds of reads, downloads and shares all by itself. It shows my digital agency is a thought leader in the space, and helps with our SEO and more.

If you’re interested, you can read it over here: Content Marketing Lessons from the Top 1,000 Articles Shared on Linkedin.

Blog post on Bam Creative blog

Blog post on Bam Creative blog

That’s not even counting this 1,100+ word article, which talks further about this experiment. I’ll (hopefully!) get further shares, subscribers and likes as a result of doing a wrap up article.

Things I would do differently

Sadly, I did make some mistakes, so here is how I would approach this differently, should (more like when) I do this again. I share these with you, so you can learn from my mistakes.

Choose a better time to share

For some unknown reason (What was I thinking?), I posted my initial article on a Sunday evening, Perth time. Given many of my contacts are in the USA or Europe, that makes it early Sunday morning. Who checks LinkedIn on a Sunday morning? I certainly don’t.

I should have posted it at an optimum time for my connections – this would have been late evening (local time) on a weekday.

Have the hook in first two lines

Have a look at the grab above again. I added the ‘Want a copy?’ in as an edit after 24 hours. The issue is that most people will see the ‘status preview’which is only 2-3 lines in length. I put the original offer to share too far down for that initial view.

Clarify the process

I feel I made this a little hard. The description on how to get it was difficult. I didn’t know if I could send it to non-contacts easily (you can’t), and I have a habit of getting wordy. I should have edited heavily and made this post shorter.

Automate the process of delivering the data

The issue was it was manual – I ended up sending individual messages to 60+ people, with a shortened link to the data. If I had been smarter, I would have changed the welcome auto-response email when you subscribe to growth.email to include a link to the data, so then those LinkedIn comments would have been useless, however I would have asked for them anyway. It’s not like people would know, until they got a nice email with the data (and I doubt anyone would have called me out for it).

Understand what you can and can’t do with non-contacts

I don’t use LinkedIn messaging often, so I hadn’t realised they had locked down In-Mail to only paid LinkedIn accounts, and even then, significantly throttled how many you can send.

I ended up sending connection requests to non-contacts, with a custom message including the download link, as a work around, however that wasn’t the most eloquent way to approach it.

Takeaways

Here are my four big takeaways from all of this work.

  • Make sure you add true value to your audience. Nobody bothers engaging with garbage.
  • Plan ahead; choose the right time and article text.
  • Reuse the efforts – a blog post to follow up the article means more shares and exposure.
  • Effort in, results out. I could have gone half cocked, but wouldn’t have enjoyed the same results.

Best of luck! Let me know how you go with doing something similar.

build an email list

Digital Marketing Success: Build an Email List

I’ve worked with business and personalities large and small over the years, who have a large focus on social media audience building. This is fantastic – but don’t forget to build an email list!

I recently gave some advice to a musician I know, about how he should build a larger audience and engage with them better. I follow him on a couple of social platforms, and I see that he is building a strong following. Yet there’s an activity he seems to have missed – that is, continuously build an email list.

At the moment, there seems to be a big focus on vanity metrics out there. The average punter is asking how large can you build your social media following? The issue with too much focus on followers and connections, and not enough on actual engagement, means these people may end up left behind.

Your email list subscribers are something you’ve earned, and have control over. Unlike your social media audience, which is very much a ‘rented crowd’. Let me explain in more detail why it’s imperative you build an email list.

Audience at concert

Audience at concert

Benefits of email versus social

Social media is fantastic; I am not suggesting you should take your focus off this channel. However, to ensure better engagement with your audience, you’ll want to include email in the mix; here are seven compelling reasons why you should build an email list.

You own the audience

Unlike social platforms such as Facebook or Twitter, you aren’t sharing your subscriber data with services that sometimes have dubious privacy policies. Remember, these platforms are in the business of selling advertising.

Add to this, you could lose access to your account at any time, even though if you play by the rules, it’s unlikely. If you read the Terms of Service for Facebook and Twitter, you’ll find that your account can be terminated at their sole discretion. That’s a scary concept if you’ve spent money and lots of time, building that audience.

More visibility

Sending an email ensures you cut through the noise better, than posting on a crowded social media channel, such as Twitter.

Emails tend to get opened more (see below), read for longer, and are less likely to be clashing with similar messages at the same moment.

Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey

Better segmentation

The issue with social networks, is that your followers are in one big list. If you build an email list, you can also segment your audience by anything you wish to define them by.

If you can segment your subscribers, then you can email them more appropriate messages. If I have bought your album, I may want to hear about gigs in my hometown. If I have bought a ticket to a concert, I’m likely to be interested in your new album.

The footer of every email should also be used to promote your social media channels, to encourage subscribers to join you in the social ecosystem.

Email marketing example

Email marketing example

Ability to personalise

You can’t personalise a message to your audience on social, without hitting each audience member one on one, which is laborious and generally frowned upon.

Email allows you to personalise with whatever merge data you have available. Want to email a thanks to me (and every other person) who bought a ticket to your concert? Easy!

Increased engagement

Email has a far better open rate, than the chances of a followers seeing your social media post, organically. Social@Ogilvy reports the average Facebook page has a 2% organic reach. In a recent Mailchimp report, it showed artists have an average 27.12% open rate for emails.

If you want to reach more people from a single post, then email will give a 14 times better return.

Decreased costs

Whilst email isn’t free, and social media organic posts are, the challenge is trying to be visible to most of your audience. Statistics show a 2-8% of Facebook followers may see your latest status message. They want you to spend $20-$200 on promoting that post to your followers, making the platform nearly a pay-per-post business.

If you build an email list, you can enjoy a 25%+ open rate, and it will only cost you a few cents per subscriber or less, to reach their inbox.

4.24% of email subscribers will purchase, versus 0.59% of social media contacts.
Monetate.

Ability to connect socially

If you have someone’s email address, this means you can use this data to connect with them on many social platforms. You can also use this to display an ad, specific to your subscribers.

For example, Facebook advertising has a custom audiences feature, which means you can display a specific ad for your subscribers, where Twitter and LinkedIn allow you to send a connection request based on an email list.

Tactics

You want to link up all your active social profiles back to a website, and have that website link back to the different social platforms that you are active on. Think of it as your own small network.

Social platforms and website

Social platforms and website

This means that social media followers can visit your website and join your email list, and website visitors can find the appropriate social platform for them to follow you on. See my article, The Complete Guide on How to Use Twitter for Content Marketing for further tips on social media.

Say I find you on Instagram. I don’t use Instagram daily, whereas I do use Twitter a few times a day. I can click your profile link, find your website and then see you’re on twitter, and Bingo! I follow you on the social platform I prefer.

If you don’t have a large website, or you are in the early stages of building your own personal brand (such as a musician in this example), you want to ensure you have a clear primary and secondary focus when people visit your website.

This quick sketch below shows how a single page could work for you. Have a photo of yourself, a short biography with contact details, a prominent email subscribe form, as well as links to various social platforms.

Website with email and social

Website with email and social

There are a truckload of different methods to encourage visitors to subscribe to your email list. An often used technique (especially for musicians, writers and creators) is a freebie for signing up; in the musician example this could be an MP3 track off a previous album, the chance to win tickets to a concert, discount merchandise or more.

Out of all the channels I tested as a marketer, email continually outperforms most of them.
– Neil Patel

Summary

Successful digital strategy should always include an activity to build an email list – this helps protect you from the rising costs and dropping engagement rates on social media, and allows you to be better prepared for longer term success.

The seven main benefits again, are;

  • You own the audience
  • More visibility
  • Better segmentation
  • Ability to personalise
  • Increased engagement
  • Decreased costs
  • Ability to connect socially

Now that you understand that email is a vital component of your digital marketing, get cracking, and build that email list and engage better with your audience.

Twitter for content marketing

The Complete Guide on How to Use Twitter for Content Marketing

There are over 300 million people tweeting around the world each day. They are sharing thoughts, taking photos and videos, and importantly for bloggers, writers and content marketers, there is nothing better than Twitter for content marketing – it’s a great channel for sharing links to articles, videos and resources.

If you are writing content, such as articles or blog posts, and you aren‘t yet using Twitter for content marketing, then you are missing an extremely important part of your content promotion mix.

If Twitter is used well, it can drive tons of traffic to your blog or website. However, simply auto-tweeting the title of the blog post with a link back to your website every time isn’t going to work.

Social referral analytics

Social referral analytics

There are six important steps in using Twitter for content marketing;

  • Finding your audience
  • Engaging your audience
  • Curating related content
  • Sharing your content
  • Thank people who share
  • Review your analytics

Let’s go through each of these steps in more detail.

Finding your audience

If you plan to use Twitter for content marketing efforts, then you have to build a sizable audience. The easiest way to get followers naturally, is to follow them first.

The people who are most likely to appreciate the content you are tweeting are those who tweet similar content. There are a number of different tactics you can use to find these people, and follow them.

Start by clicking on a relevant hashtag, and see who is sharing or tweeting using that hashtag.

Another method is using Twitter Search to uncover who shares other related content, and looking at what else these accounts share. You can even get a little smarter, and use the URL search operator to find people sharing your competitors content (example).

Twitter for Content Marketing

Twitter Search

These are manual methods, and there are also a number of automated tools  that will help you uncover Twitter accounts you should consider following.

The screen grab below shows how Manage Flitter works. Tools like this are a lot smarter than manual methods, as you can search by all sorts of filters, to ensure you uncover only the most likely accounts.

Using Manage Flitter to find potential audience

Using Manage Flitter to find potential audience

Engaging your audience

Twitter is often misused as a broadcast medium; people set up accounts, blast 20 tweets every day about their product, and then wonder why they have awful engagement. A huge Twitter for content marketing fail.

Repeat after me; Twitter is a two way communication tool.

If you plan to just hook up an RSS feed and never engage, then the best of luck to you. It is typically difficult – unless you are a large media company – to get away with that sort of behaviour, and frankly, it’s lazy.

The better approach is to mix your own content shares, with other content, and off the cuff ‘ad lib’ personal tweets. For example, my most engaged tweet so far this month, was when I complained about US marketers not considering their international audience. It didn’t have a link, an image or even a hashtag.

Curating related content

There is nothing worse than seeing a Twitter account sharing their own content over and over and over again. It makes your account look purely self-promotional. You need to make the effort to find related content that is high quality, and useful for your target audience if you want to effectively use Twitter for content marketing.

If you have Hootsuite or Buffer, you can use the content curation service, Quuu, to automatically queue up related posts in specific categories.  They have a free plan, which means you can tweet their curated content twice a day for zilch.

Another method that works well for me, is to export my growth.email spreadsheet as a CSV, add appropriate hashtags, and share these. Why just use all that hard work for just my newsletter?

Another more advanced method, is by using a content discovery tool, such as what comes with Ahrefs, which makes collation of content to possibly share a breeze. Simply search for a phrase (see screen shot below), sort by shares, download as a CSV, and then check out the links – this ensures you know the content you’re sharing – and queue it up with appropriate hashtags.

Using Ahrefs to uncover content

Using Ahrefs to uncover content

Sharing your content

The most important tactic for anyone using Twitter for content marketing, is sharing your own content. If you want to do it well, however, you need to do more than tweet just the article title and link. The more effort you put into writing your tweets, the better the result.

For example, here’s a tweet my digital marketing agency made recently, about an article we had recently written (which we have shared at least six times now, to maximise awareness).

Notice how we referred to one of the takeaways, used emoji’s and threw in a suitable hashtag as well? This engages much better than just tweeting the title and link.

Have a lot of previous articles on your blog? See my article, How to Regularly Promote Your Content in No Time at All on how to make sharing your cornerstone content (blog posts that last with time) a five minute process every month or two.

If you want to get your content shared by hundreds of other social media users, check out the Quuu Promote offering – it’s a great way to push your content sharing to a whole new level.

Seven elements of an awesome tweet

Include an image

All the research shows that an image makes people notice. If you can use a non-stock image, even better. At least not a cliche one, and definitely don’t overlay lots of text. The example above was drawn by one of our talented team.

Add value

Every tweet should be useful, and not overly salesy. If you don’t see value in it, nor will your audience. I always err on the side of quality not quantity.

Take a look at what your audience is sharing; what is it that makes them appreciate it so much, they are willing to share it? Mimic that level of quality.

Be succinct

Studies show that tweets that are under 100 characters long, tend to get higher conversions. When you’re promoting an article you’ve written, write a brief intro – enough that the reader knows what to expect when they click through.

Content that I share from other sources, I try to include something, even if it’s just a ‘Great read!’ and the relevant hashtag to give readers direction to what it contains.

Use a quote

Try using a teaser from your post. The quote needs to be precise and give a good idea of what the post is about. The following tweet was created by using a tool called missinglettr (great name!) that helps find quotable content in your posts.

Use a hashtag

Hashtags are a great way to uncover interesting content, and many Twitter users agree. Use common yet relevant hashtags to help others find your content. A nifty service to find the right hashtags is hashtagify. They track the use of hashtags, and suggest relevant ones that also appear regularly.

Hashtagify

Twitter hashtags tool

Mention others

If you are sharing an article or post that mentions other brands or people, be sure to mention them in your tweets. They’ll be flattered and there’s a good chance they’ll share it too, which helps you reach their audience as well.

Using the twitter feature, Who's in this photo?

Using the twitter feature, Who’s in this photo?

Rather than just include a bunch of @username mentions in your tweet, consider uploading an image, and tagging them in it, by clicking on the ‘Who’s in this photo’ link, as shown above.

Just be sure to only mention people either in your article, or you know who will enjoy the article – it is frowned upon (for good reason) if you add the maximum 10 accounts to every image you share.

Facts and figures

If your article includes statistics, try to quote these – people love facts and figures.

The right statistics will help support your message and provide validity to your content. It is a great way to infer your content takeaway and adds credibility.

Thank people who share

If you are using Twitter for content marketing, and want to build an engaged audience, and be genuine at the same time, a simple thank you goes a long way. Keep an eye out for people sharing your articles, then reach out to say thanks (and fave the tweet, by clicking the love heart).

There are two types of shares; those who tag or mention you, and those that don’t. For me, that’s probably a 40/60 split, with many articles shares not mentioning me, so I ensure I go out and find them.

Thank people who share

Thank people who share

To do this, I have a daily habit of manually searching Twitter for my domain name, since most of my articles are here. The query should be url:domainname.com which returns something like the following.

Twitter for content marketing

Twitter search

I then try to show my gratitude by saying a quick thank you – sometimes with an emoji, sometimes with their first name. These thank you tweets are often replied to, or at least liked in return.

It shows the sharers that you appreciate their kindness in sharing, and it encourages them to follow you and share other content you have written.

Review your analytics

Twitter has an awesome tool called Analytics which can be found in the desktop navigation menu under your profile image.

Top media tweet

Top media tweet

These analytics go deep into your audience interests, general impressions, and which tweets worked best. This fantastic data for anyone using Twitter for content marketing – it means you can see what content and tweets are resonating with your audience.

This example shows that people enjoyed that article. Ideally, if it isn’t time relevant, queue it up again and again, using different titles, over a period of time. See my article, How to Regularly Promote Your Content in No Time at All to see how I do this regularly.

Twitter for Content Marketing recap

In summary, using a little effort, you can promote your content to your Twitter audience, therefore driving traffic and without looking like a spammer.

Remember to follow the six steps to success, being;

  • Finding your audience
  • Engaging your audience
  • Curating related content
  • Sharing your content
  • Thank people who share
  • Review your analytics

All the best! (Whilst you are at it, don’t forget to follow me on Twitter; I’ll follow you back as well!).

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© 2005-2019. Miles Burke.