25 Jun 2013
Many of my clients ask me “How much time should I invest in LinkedIn?”. Some ask about ROI (Return On Investment). What do they gain? How does it affect their bottom line? What are the outcomes? Great questions and frankly – something we should all be asking ourselves whenever we spend time on the LinkedIn platform. Time spent on LinkedIn could be time spent elsewhere, so let’s make it count, right? I have 2 LinkedIn Profiles, one is for people I know, the other is for people I’d like to know/better. Having 2 Accounts also allows me to experiment and test all kinds of cool LinkedIn stuff. I’ve been looking at SIDEBAR STATS (Views, Searches, Your Network etc.) on both Profiles recently. LinkedIn gives all users a line chart of their VIEWS and a weekly SEARCH stat. Paid users get 90 days of browser history. No one else can see this information except you. The answer to ROI is right there in those stats.
HE READS THE VIEWS
If you’re trying to determine ROI for LinkedIn, focus on VIEWS for the following reasons:
(1) You know for certain that someone has actually viewed your Profile.
(2) You can influence views efficiently by your own actions on LinkedIn.
(3) LinkedIn provides multiple opportunities to engage in activity which yields views.
(4) Views, just like clicks in SEO (Search Engine Optimization) terms, are valuable.
Why I don’t regard SEARCHES as important as VIEWS in determining ROI:
(1) You don’t know for certain that searches equate to views.
(2) Keyword-stuffed Profiles will always win in searches. Keyword-stuffing has downsides.
(3) There are too many factors beyond your control which influence searches.
(4) Searches are not clicks and are difficult to assess in terms of value.
39% of LinkedIn users have a paid account* and my guess is that the primary reason for paying for LinkedIn Premium is to know who is viewing your Profile. Non-paying users will be tempted to pay now that they are seeing their popularity mapped out in a chart plotting views (or browser traffic). I decided to experiment with getting my views boosted and ‘off the chart’. I used a combination of 5 techniques, they worked, beautifully.
RESULTS: NON-BOOSTED & BOOSTED PROFILE COMPARISON
My non-boosted Profile shows views zig-zagging between a range of 36 to 108 weekly.
My daily average of views for this account is 8.91 (802 ÷ 90).
I’ve managed to boost views on my other Profile by 200% (250 to 750 Views).
Baseline for that account was around 250 views per/week prior to boosting.
Daily average views for the boosted account is currently 41.98 (3779 ÷ 90).
The boosted account has 371% more daily views than the non-boosted account. What level of traffic would you want on your site? 9 views per day or 42? My guess is that most people who do the bare minimum in terms of activity on LinkedIn get between 3-10 views per day. I got an average of 77 daily views over three days last week. The boosted Profile will garner in the region of 12,000 more views over the course of a year than the non-boosted. Wow.
In the interest of full disclosure both Profiles have been set up with the following attributes (which may or may not influence views and search):
- Both have ‘vanity’ urls.
- Both have a 100% complete Profile.
- Rich Media is abundant on both Profiles.
- I’ve chosen the maximum Skills (50) for both.
- Both Summaries tell my professional story in less than 250 words.
- I’ve got the same Premium Account for both (which costs $95.40 per/yr per account).
- Both have a photograph where I can be identified in all 3 of the LinkedIn sizes.
Where the 2 Profiles differ:
- I’ve joined 50 Groups in my boosted account. I’ve joined 42 in my non-boosted account.
- 2,349 1st Degree Connections on boosted. 426 1st Degree Connections on non-boosted.
- Followed 115 Companies/Organizations in my boosted account. 198 followed on non-boosted.
- Rich Media: 5 Blog articles on boosted. 10 articles on non-boosted.
YOU CAN ALSO BOOST YOUR LINKEDIN VIEWS BY 200%
I’m calling this view boosting strategy: “View Master”. 5 effective techniques, taking approximately 10 minutes a day to implement, working together to cause a cumulative jump in views of a Profile. Put simply: it all clicked and so did they……If you want to know exactly how I achieved this 200% boost in daily LinkedIn Profile views, you’ll have to hire me! What value do you place on having thousands of professionals actually viewing your LinkedIn Profile this year?
If you liked this article, you’ll love my customized consulting service. I’ve helped many professionals to achieve their full potential on LinkedIn. LinkedIn is not somewhere you paste your resumé, sit back and wait for things to happen. It’s a complicated and nuanced website portal that requires action, consistency, insight, branding strategy and marketing know-how. What you don’t know – could hurt you.
Whether it’s getting more traffic on your Profile, engaging with a stunningly good Summary or refreshing your LinkedIn presence and brand – share your goals with me and I’ll help you to achieve all of them via LinkedIn.
Contact me now: firstname.lastname@example.org / 773.469.6600 to find out how I can help you.
That’s all from me for this week. If you found this post useful, don’t keep it all to yourself. Go ahead and share this article with your own network (see those buttons on the sliding thing on the left?).
By Andy Foote