Post & sponsor (and not the other way around)
Posted: Sat Dec 21, 2024 4:01 am
4. Make it bite-sized for your colleagues
Once you have posted something, there are a few things you can do to get your post heard. One way is to ask your colleagues for help. Many people find it difficult to post something on LinkedIn because they don't know what to say or how LinkedIn works. Make it easy for them! Send an email asking your colleagues to like or share your post on their own timeline. This will immediately increase the number of people who will see the post in their timeline. If you briefly explain how it works in the email and include the link, you lower the threshold.
Also read: How to create the perfect blog post on LinkedIn for social selling
Do you see that your colleagues are not doing anything with LinkedIn or have not filled in their profile? Then offer your help. My experience is that those colleagues only like it. Often they have little attention for their social media presence, do not know how it works or simply do not make much time for it. By helping them on their way, you may create extra ambassadors.
By the way, you can read more about your colleagues as company ambassadors in the article Employee advocacy is more than sharing content by Stéphan Lam.
Sometimes you have something to offer your followers that deserves a larger audience. Then it can be advisable to sponsor your post. Our most important tip: first place a post on your company page and then sponsor that post, instead of sponsoring your post immediately upon placement. You must mention which group you are targeting when sponsoring. If you sponsor a post immediately, there is a chance that your followers will not see the post in their timeline. They are not always in the target group that you have chosen. If you place the post on your regular timeline first, your followers will see it and they can already like and share the post. Then you attach a sponsorship amount to it and the post will also appear in the target group.
We once published a post about an upcoming france telegram data event, with the aim of attracting more visitors. We immediately sponsored the post, which meant that colleagues could not find it. And they were the ones who wanted to share the post with their own connections. We learned from that.
Another learning experience came with a sponsored post among a target group of one of the foreign branches. We had not thought through the keywords of the target group very carefully, which meant that the post also targeted people who were not waiting for our post. As a result, people started posting negative comments under our post…
6. Prevent a wear-out effect!
Also think carefully about your sponsorship budget. We once put a few hundred euros on a post for a relatively small target group. The result was that those people saw our contribution several times a day. After all, the contribution is shown until the budget is used up. In this way, we had created our own wear-out effect.
So how should it be done? Determine how big your target group is. Take the average CTR in your industry as a starting point. Then you can determine how big the group is that you need to reach. Find out what the CPC (cost per click) is and then you can calculate your budget.
Once you have posted something, there are a few things you can do to get your post heard. One way is to ask your colleagues for help. Many people find it difficult to post something on LinkedIn because they don't know what to say or how LinkedIn works. Make it easy for them! Send an email asking your colleagues to like or share your post on their own timeline. This will immediately increase the number of people who will see the post in their timeline. If you briefly explain how it works in the email and include the link, you lower the threshold.
Also read: How to create the perfect blog post on LinkedIn for social selling
Do you see that your colleagues are not doing anything with LinkedIn or have not filled in their profile? Then offer your help. My experience is that those colleagues only like it. Often they have little attention for their social media presence, do not know how it works or simply do not make much time for it. By helping them on their way, you may create extra ambassadors.
By the way, you can read more about your colleagues as company ambassadors in the article Employee advocacy is more than sharing content by Stéphan Lam.
Sometimes you have something to offer your followers that deserves a larger audience. Then it can be advisable to sponsor your post. Our most important tip: first place a post on your company page and then sponsor that post, instead of sponsoring your post immediately upon placement. You must mention which group you are targeting when sponsoring. If you sponsor a post immediately, there is a chance that your followers will not see the post in their timeline. They are not always in the target group that you have chosen. If you place the post on your regular timeline first, your followers will see it and they can already like and share the post. Then you attach a sponsorship amount to it and the post will also appear in the target group.
We once published a post about an upcoming france telegram data event, with the aim of attracting more visitors. We immediately sponsored the post, which meant that colleagues could not find it. And they were the ones who wanted to share the post with their own connections. We learned from that.
Another learning experience came with a sponsored post among a target group of one of the foreign branches. We had not thought through the keywords of the target group very carefully, which meant that the post also targeted people who were not waiting for our post. As a result, people started posting negative comments under our post…
6. Prevent a wear-out effect!
Also think carefully about your sponsorship budget. We once put a few hundred euros on a post for a relatively small target group. The result was that those people saw our contribution several times a day. After all, the contribution is shown until the budget is used up. In this way, we had created our own wear-out effect.
So how should it be done? Determine how big your target group is. Take the average CTR in your industry as a starting point. Then you can determine how big the group is that you need to reach. Find out what the CPC (cost per click) is and then you can calculate your budget.