Episode 94 LinkedIn Analytics: Measuring Your Sales Efforts
LinkedIn Analytics: Measuring Your Sales Efforts
Harness LinkedIn Analytics to measure sales efforts. Learn how to track key performance indicators (KPIs) and leverage data insights for more effective sales strategies on the platform
View Transcript
Intro
I've had the privilege of being in and around banking for more than 50 years. Lots of changes during that time. We've gone from ledgers to laptops, typewriters to technology. One thing, however, remains the same banking. So people business and I'll be talking with those people who make banking grade here and Jack Rants with Modern Bankers.
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00:00:29:11 - 00:00:31:19
Jack Hubbard
Happy Thursday. Hi Brynne.
00:00:31:21 - 00:00:52:12
Brynne Tillman
Hey, Jack, How are you today?
Jack Hubbard
Always well, I had a wonderful chat with a gentleman who's going to be on my program in the fall, a guy that I went to Northern Illinois University with, and he was the sports editor of the Northern Star and his name is Rich Siren. And he's been with the Yankees in Major League Baseball. he's been with the Yankees in Major League Baseball.
00:00:52:14 - 00:01:14:19
Jack Hubbard
He's got some amazing stories and he's going to be on with me after the World Series. He's currently the editor at the Baseball Digest. So it'll be a fun a fun program. So, good morning. Hope you're having one.
Brynne Tillman
oh, I'm having a great morning and I'm just really excited to be here chatting. It's one of my favorite hour or half hours of the week anyway.
00:01:14:21 - 00:01:31:19
Jack Hubbard
Well, me too. And one of the things we both just finished was a great webinar with Jeb Blunt and Anthony in Torino. They have a brand new book out called The AI Edge. It's just out.
Brynne Tillman
Well, no, it's out in September.
Jack Hubbard
That was going to be out in the spring, but they've pushed it back.
00:01:31:19 - 00:01:58:04
Jack Hubbard
So, it actually that much good because there are a lot of new things going on. But, both of them are just excellent, good friends of yours as well. And so, that book is great. Next week we have Jack Rants with Modern Bankers. We have our final program of the year. It's Joe Friedman. And then we are going to our summer series and we have Susan Bell and Martin Wise and Elizabeth Cotterell and all kinds of wonderful people.
00:01:58:07 - 00:02:21:27
Jack Hubbard
So we're really excited about that. But, today we are going to talk about LinkedIn analytics and measuring your sales efforts. So let's dive right into this. There are all kinds of things. Let's start with seven KPIs around analytics because a lot of people say, well, it's all about the algorithms and how many people, how many eyeballs are on it.
00:02:21:27 - 00:02:52:13
Jack Hubbard
But really we want to connect LinkedIn to the bottom line and the way you do that is through KPI. So let's start with profile views. Brand that's a really good place to start.
Brynne Tillman
Yeah. And really, these KPIs are for any banker. But, you know, I'll say, often, the analytics and we're going to talk about profile analytics and company analytics are not necessarily measuring the success of the banker using LinkedIn.
00:02:52:16 - 00:03:24:13
Brynne Tillman
It will give you good data, but it's not typically usable data for coaching, for identifying if they're doing the right activities. So that's why we kind of put these KPIs together. So you're right, profile views are the first one. And this is going to track how many people are visiting the banker’s profile. Now in the free LinkedIn, you can only see the last five people that looked at your profile in any kind of premium or sales navigator.
00:03:24:19 - 00:03:58:25
Brynne Tillman
You can actually see the last 90 days. And Jack, I think that this is really important. We you could talk about views of content, but if it's not driving conversations or views back to your profile, it probably won't convert into connections and even deeper conversations. So, I think KPIs on profile views, how many people are looking at you, and then maybe just take a little deeper dive, how many of them are first-degree or second-degree or not connections, Right?
00:03:58:28 - 00:04:19:08
Brynne Tillman
So that's interesting. Are you expanding your reach? And I think, you know, if you really take a look at that and the last thing is the actionable piece on this for bankers, when someone views your profile, if it's someone you want a conversation with, start a conversation. They look at you first. They made eye contact across the room.
00:04:19:10 - 00:04:41:17
Jack Hubbard
Absolutely. Last week I put out a program on Thursday and Thursday Tip, which is and go back to it, take a look at it, go to my profile and you can find the post and it's okay, what do you do because but because profile views are a great KPI because it tells people tells you that people are viewing your content,
00:04:41:17 - 00:05:04:09
Jack Hubbard
They may be interested in you. But then to your point, what do you do? Let's go on to the next one, which is what do you do? Maybe you reach out and try to connect with them. And then what about acceptance? That's a good KPI.
Brynne Tillman
Yeah. So there are a lot of bankers out there just cold calling on LinkedIn and you've got a very low acceptance rate on that, right?
00:05:04:09 - 00:05:29:20
Brynne Tillman
So there's, there's good, bad and ugly with that. It is mostly bad and ugly. I mean, you may get, you know, a lot of random connections and they may even be the right people. But it's just like collecting business cards, putting a rubber band around them, and sticking them in the corner of your desk. Right? We want to make sure that we are reaching out with a relevant message that's going to increase your acceptance rate.
00:05:29:23 - 00:05:54:11
Brynne Tillman
We want to make sure you've slowed down the outreach process. Why are you connecting with them? What was your trigger or did they have content that you enjoyed? Make sure your message is met, mentioning that English is a hard language. So sorry. Make sure you're mentioning, you know, maybe you were in a conversation with someone and their name came up.
00:05:54:13 - 00:06:30:28
Brynne Tillman
Mention that. So the connection request accepted is a great indication. If, number one, are they connecting with the right people? Number two, are they connecting with the right people with the right philosophy? Because, you're going to get a much higher level of connection, and acceptance when it's relevant to them.
Jack Hubbard
I had a call from a banker the other day and she talked about the whole idea of her content and she wasn't sure.
00:06:30:28 - 00:06:59:24
Jack Hubbard
She gave me some numbers of content that she had posted, but she wasn't sure if this was a good thing. It leads right into the next KPI that you want to talk about Brynne, Which is content engagement.
Brynne Tillman
Yeah. So content engagement, there's a couple of things and you may have noticed this if you are a content poster, is that the views have gone down significantly, right?
00:06:59:24 - 00:07:27:12
Brynne Tillman
So, where you might have had two or 3000 views, you might be getting 200 or 300 views. This actually the algorithm didn't change the way that their reporting has. So, it used to be that if your post was on their newsfeed, it considered it a view. Now, they have to be on it for 3 seconds or more to consider it abuse.
00:07:27:12 - 00:08:08:06
Brynne Tillman
So it's not that your numbers have gone down drastically. They're just giving you better data, in my opinion. So, I think that's great. More importantly, I like to look at the comments and the reactions. And so, if we look at the engagement in content, we want to make sure are we attracting the right people. I remember, gosh, I don't know, a few years back we had a banker who was all excited and shared who just started to work with us, just shared content and said for the very first time and said, I got lots and lots of engagement.
00:08:08:06 - 00:08:40:01
Brynne Tillman
And I said that's awesome. Let's take a look. And they were all bankers because he was sharing content about what bankers care about, right? So, to get the most engagement, and content engagement, we have to really share content around what our prospect, our client, and our customers care about. And then just tracking, you know, who's reaching this. One last thing I know there's always one last thing with me is to give that content in front of the people you want to engage.
00:08:40:01 - 00:09:13:23
Brynne Tillman
So, we often talk about taking inventory of your existing connections. Are there 15 or 20 people that could add value in the comments? Ask them to participate, and now when they engage, you engage, you comment on their comment, and all of a sudden your reach expands significantly.
Jack Hubbard
Absolutely. And that is that is a very good KPI. And I think we all look because we all have some level of vanity, we all look at, okay, did a thousand people see my content?
00:09:13:26 - 00:09:36:04
Jack Hubbard
I did a thing on Father's Day on a Saturday about my dad and my daughter and son-in-law and I went fishing. we were on the boat and were looking and within a couple of hours, I had 700 people viewed on a Saturday. So now it's over 3000, which is absolutely great because the content actually was meaningful.
00:09:36:06 - 00:09:57:05
Jack Hubbard
I've had a lot of likes and 20 or 30 comments. Those are really important things. It also tells you if this is the kind of content that people are seeing, that's the kind of content you might want to continue to do from time to time.
Brynne Tillman
oh, I love that. It absolutely is. Is this working or not working?
00:09:57:07 - 00:10:22:20
Brynne Tillman
I 100%. I love that. Yeah.
Jack Hubbard
So I'm a sales leader and all of what you've talked about so far is terrific. But I want to know the conversion rate, Brynne. This is a great KPI. Talk about conversion rate.
Brynne Tillman
Yeah. So, this is how many of your new connections are converting to conversations now? Not all your new connections are people you may want a conversation with.
00:10:22:22 - 00:10:42:04
Brynne Tillman
So I would do the conversion rate of your new connections that are relevant to your business development efforts. Right? So that's the conversion rate I'd look at because if you connected with your son-in-law on LinkedIn that would skew your numbers in a negative way, right? Because your conversion isn't going to be there.
00:10:42:04 - 00:11:06:24
Brynne Tillman
So I would absolutely look at the new right connections. One of the things we do with our clients, is we help them create a search string that will show them exactly when they paste that in for someone's profile, and exactly how many people meet that criteria. So if you're tracking it this month, there were 71. You know, last month there were 71, This week there were 91.
00:11:06:24 - 00:11:30:24
Brynne Tillman
There are 20 new. See, I'm not good at numbers. That's why I'm no longer a banker. There are 20 new connections that meet that criteria. So that's really important. So now we have this number. Now we want to look in the CRM or wherever we're tracking, and we want to see how many of those 20 actually became first-time conversations.
00:11:30:26 - 00:12:00:13
Brynne Tillman
They don't have to be sales conversations, by the way, for me to conversion rate is am I starting a relationship with these people? Am I getting to know them? So maybe it's a conversation about inviting them to an event at a branch. Maybe it may have nothing to do with banking, but for me, the best conversion measurement is how many of the right new connections turn into a first conversation.
00:12:00:15 - 00:12:22:25
Jack Hubbard
That is a really good one. And obviously and we're going to talk about this one in a little more depth but it's had the conversation now what happens after that? And we'll talk about that. But what about search appearance? I mean, that's another one. People come to your profile, they search for you, and they find you talk about that as a KPI.
00:12:22:28 - 00:12:41:17
Brynne Tillman
Yeah. And this is really in the review of premium. You really get some nice data around this. So, it could be even if you have like jobseeker or any of the premium, if you pay 30 bucks, you're getting this. But the search appearance is an action, we're talking about two things because I didn't add something that now I want to add.
00:12:41:19 - 00:13:06:13
Brynne Tillman
So the search appearance is when someone is searching- Are you coming up? I'm looking for a commercial lender in Boston, Massachusetts. Are you coming up? So, it will show you and it will break it down, who searched for, by geography, by a title, or by industry? You don't get the actual people.
00:13:06:13 - 00:13:29:29
Brynne Tillman
That would be lovely. But you do get kind of who is looking for what am I coming up for and who's looking and you know, are the keywords in my profile matching what I want to be found for. So there's a lot that you could get in there. But the one thing I forgot to put in here is the new services page.
00:13:30:22 - 00:14:03:07
Jack Hubbard
Yeah, Perfect.
Brynne Tillman
Yeah. So, how many requests for proposals are you getting from searches? So, the new services page and we should actually probably do a whole show on this but the new services page is where people can say, I am interested in your services. I have now closed three pieces of business from it and one of them I didn't realize that she came from there originally and we were talking about it on the call and she goes, Well, I came from there.
00:14:03:07 - 00:14:31:23
Brynne Tillman
I'm like, because they said, I got to. She's like, Well, I came that way too. I'm like, that's great. So, looks like it's working, right? So we're not going to get into how to do the whole services page now, but look into it and make sure that you have all of the banking industry things that you want to be found for. Because people are now looking for services on LinkedIn.
00:14:31:23 - 00:14:52:06
Brynne Tillman
It's a game-changer.
Jack Hubbard
No doubt about it. And I do agree. I think in the fall we need to have a program on that because it's what Linkedin has done with the services pages so much better and so much improved since they started it a long time ago. What about network growth? I look at this a lot.
00:14:52:09 - 00:15:25:00
Jack Hubbard
How many people have followed me, and how many new people I connected with? It's a great KPI.
Brynne Tillman
Yeah. I really like that's it. So you know, that's what you're looking for. And I really love to measure followers. So for folks, you can have first-degree connections. That means that you've both agreed to connect, but you can also get followers, people who follow you, who didn't send a connection request but really want to be alerted when you share content, which also can ring the bell.
00:15:25:00 - 00:15:47:05
Brynne Tillman
But I love the idea of looking at followers and I will look at my followers maybe once every two weeks and connect with specific people. Not everyone. But if there are people who followed me that I'd like to be in connection with, I will then send the connection request to them. So, that network growth is really relevant.
00:15:47:05 - 00:16:18:05
Brynne Tillman
I will just throw one more thing, especially for the bank leaders that are on today that are listening. “Network growth can be skewed by friends, family, alumni, and all those fun things. So this is where I come back. And by the way, if you're interested, go into our community in the free library. So you go to the modern Bankrate.com, slash public library, go to the community, and say, I want you to build me a link so I can look at KPIs for my bankers and I'll do it.
00:16:18:05 - 00:16:43:24
Brynne Tillman
And then you use the same link with every single one of your bankers. And now you're not just seeing their new connections, but you're seeing the new connections that meet the criteria of your potential customer or client. So they're connected. If you're in Boston and you're a banker and they connect with their camp counselor in Texas, it's not counted in that network growth.”
00:16:43:27 - 00:17:10:12
Jack Hubbard
And you mentioned a key point here. That, we don't often talk about. As we get into some of the analytics, it is so important for sales leaders to be looking at these kinds of things. Shine a light on it. Too many sales leaders say, you know, my bankers aren't any good at LinkedIn. But part of that is because we haven't shined a light on all of this.
00:17:10:14 - 00:17:36:11
Jack Hubbard
And so if you're looking at things like meetings made or network growth or search appearances, you don't have to do it every sales meeting. But you could do occasional sales meetings where you actually say as a topic. All right, let's talk about meetings today, and let's talk about the number of meetings you earned as a result of what you did on LinkedIn, the connections you made, etc.
00:17:36:13 - 00:18:05:04
Jack Hubbard
It really starts to help people make that connection between what I do on LinkedIn and the sales process. And, you know, too often I think what happens, Brynn, when I talk to bankers is they'll say, “Well, you have this Mastering LinkedIn for Bankers program that teaches bankers how to use LinkedIn”. There's a-“Yes I am”. As you've taught me, yes, and it's all about connecting LinkedIn to your sales process because that's what makes LinkedIn really powerful.
00:18:05:07 - 00:18:25:17
Jack Hubbard
Alright. Let's talk about analytics. The analytics and the algorithm change all the time. We've talked about this a little bit, but let's start. You want to talk about this at a high level and then we dive deep into this or you just want to jump in.
Brynne Tillman
Yeah, I mean, no, Yeah, jump in.
Jack Hubbard
All right.
00:18:25:22 - 00:18:57:27
Jack Hubbard
Let's start with Post analytics. Let's talk about that. Because it frustrates a lot of people to your point earlier, I'm not seeing a lot of people's views in my content, but let's talk about post analytics as part of the algorithm.
Brynne Tillman
Yeah, I love this. And by the way, the shift now that we're moving from what we just talked about to now, this the first group that we just talked about, those are all KPIs that you have to manually measure. As we move into these post analytics,
00:18:58:00 - 00:19:28:13
Brynne Hubbard
These are the analytics we can pull from LinkedIn. So, LinkedIn is measuring some of these. So, post analytics, anyone who is posting content is going to get this. And the benefits really when it comes down to is we find out what content is doing better than other content. videos do better than images for me, like it will cross reference using according to my son, pivot tables, right?
00:19:28:14 - 00:19:56:02
Brynne Tillman
I don't know, whatever that is. So it'll compare and contrast what's working and what's not working. And so these analytics are great. And if you have the free, there's a little bit of analytics, but if you have any premium, you get some really great analytics which have told me and that my sliders like our e-books, if I share an e-book or any kind of slider, is my best-performing content.
00:19:56:02 - 00:20:16:00
Brynne Tillman
Even over my videos, I would have sworn it was my video! It's not. And I don't know exactly why. Maybe have to work on those videos and we have a new tool to do that, which we're excited about. But regardless. You can find that out through LinkedIn's Analytics.
Jack Hubbard
Perfect.
00:20:16:02 - 00:20:39:22
Jack Hubbard
So that's the first one. The second one is Creator analytics. And a lot of people are like - “ I'm not the listener of this part. I'm not a creator”. Yes, you are. If you create content, if you do a commentary or things like that or videos, you are a creator. Talk about creator analytics.
Brynne Tillman
Yeah, and this really started with creator mode, which has now been sunsetted.
00:20:39:24 - 00:21:13:22
Brynne Tillman
Ultimately, if you are a creator and you're putting out a lot of analytics, it will assess your content strategy and actually guide you to adjust for better engagement. I have also, I will say, and this is sort of in a transitional moment right now, our creator mode had been sunsetted. What I have seen and I don't know if this is what it's going to look like is if you were in creator mode, you get a lot more, even though creator mode had just been sunsetted.
00:21:13:24 - 00:21:43:18
Brynne Tillman
So if you were never in creator mode, I'm hoping this will get rolled out to everyone. But right now it's only if you had been in creator mode, which I'm not going to go into because it sunsetted. But it does give you incredible insights and it really will tell you and not only is giving you analytics that you can drill down and make some assumptions from it will actually guide you with suggestions.
00:21:43:23 - 00:22:05:03
Jack Hubbard
Yeah, that makes a lot of sense. And you're right. Creator mode came and went and it was really popular and I think that's one of the reasons LinkedIn probably said, Well, okay, it's time to integrate it into the whole process. But profile analytics is something that everybody can get at. Talk about some of the profile analytics.
00:22:05:06 - 00:22:30:19
Brynne Tillman
My favorite one we talked a little bit about is, who's viewing your profile? So I love that. But, what happens is you can go in. So now with the analytics, it will break it down for you by industry, by you can take a look at what geography is visiting your profile where before we were looking at it manually, LinkedIn will break down this data for you.
Yeah, and I use it because, if I see bank presidents as part of the analytics, I might jump back over to who's viewed my profile and say it might have been that bank president might have been that bank president. I don't know. But I do want to provide value. So what I might do, in fact, I do, is if a bank president or a senior leader, whoever it is, I will send them a little message with a link to a video or a link to an article or a link to a Chris Nichols post or something like that.
00:23:04:20 - 00:23:32:05
Jack Hubbard
Because what I'm trying to do is I'm trying to continue to engage because there may be ultimately a conversation with that as well. So, profile in analytics is one audience analytics little bigger?
Brynne Tillman
Yeah. And again, this is kind of overlapping a little bit, right? Like all of these analytics, this audience analytics is going to tell you the demographics to help you tailor your content, right?
00:23:32:05 - 00:23:52:10
Brynne Tillman
So let's say you find out you're in Boston, but you're attracting all of these business owners in Texas. We'll just leave this for them. Right? So in Texas and you're like, How do I get Boston people? Well, you're going to get some of that. You're going through the wrong people. Maybe I need to put the word Boston into my content so that I'm being found.
00:23:52:12 - 00:24:15:15
Brynne Tillman
Maybe I need to do a hashtag Celtics. You've got to like, take a look at my audience matching what I'm trying to attract. These analytics will help you determine because you may think, Hey, I'm getting lots of engagement, but it may be the wrong people. So the audience analytics I think is very powerful.
00:24:15:17 - 00:24:38:21
Jack Hubbard
Yeah, and we've talked about this a little bit, but you might want to go a little bit deeper, engage agents and impressions are certainly another level of analytics.
Brynne Tillman
Yeah. we can look at it manually, I can look at a post and I can say, I got 17 reactions and 12 comments and 2200 views and that's great.
00:24:38:24 - 00:25:06:00
Brynne Tillman
But the analytics are going to tell you to engage in impressions, it's going to give you what days you've gotten them, right? So again, this is like the data that only LinkedIn is really going to be able to track. So I can see, my gosh, my most engagement is on Wednesdays, right? And so now I can use that data in order to optimize when I'm sharing content.
00:25:06:03 - 00:25:30:06
Jack Hubbard
Yeah, it's a good point. And you know, Richard Vander Blom, you introduced me to him and he's done this analytics report for several years and it's absolutely amazing. And one of the things I was so pleased about this year was he included for the first time groups into this. So from an engagement and impression perspective, I know and I'm in quite a number of banking-related groups.
00:25:30:08 - 00:26:10:22
Jack Hubbard
I know the days that are that are most and the times most likely that my content will be seen in groups. So I don't post every day in groups, I don't look at groups every day, but there are certain days when I do because strategically I know the most eyeballs might be on it at that particular time. Now you turn that over to bankers if they belong to some CFO networks or an economic development commission locally at certainly transfers over and they can be looking and saying, okay, what content should I post, what days and who else is posting on a particular day that can create a local level of engagement?
00:26:10:25 - 00:26:31:28
Jack Hubbard
That's really important here because I think too often when we do a program like this, bankers think, well, Brennan, Jack, they do this nationally. Well, that's true, but you could take this right down to the sink. Charles, Illinois level. And I know the folks at the bank that I'm on the board of have really, really you know, they've adopted this and really internalized that.
00:26:32:05 - 00:26:51:08
Jack Hubbard
And they're doing a really, really good job on this.
Brynne Tillman
I love that. I'm just going to throw in one quick thing. I have now identified the dates and times where your content is going to do really well, you can actually schedule your content for those dates and times so you don't have to go, my gosh, I have to be there.
00:26:51:09 - 00:27:10:22
Brynne Tillman
Wednesday at 10 a.m. You can schedule the content to go out on Wednesday at 10 a.m., so I just throw that out.
Jack Hubbard
It's a great one and it leads to, another one, which is article performance, and that might include newsletters, which, again I talked about a little bit in a previous program talk about article performance.
00:27:10:25 - 00:27:36:20
Brynne Tillman
So articles on LinkedIn are like blogs and absolutely articles and newsletters. And so I would say newsletters do significantly better than articles on LinkedIn and your analytics once you publish one. How many people subscribed is your best analytics, I think. But then you also have the comment and engage on those as well. Here's what I'm going to say about articles, and this is reminding me to start doing more of this again.
00:27:36:20 - 00:28:07:14
Brynne Tillman
I used to do one every single week. It does terribly on LinkedIn, but Google loves that. So, you know, if you get into a consistent article publishing while you're going to say, my gosh, it got 200 views and three people were engaged on it. And by the way, you can push it out even more. Organically, they do terribly, but they do exceptionally well in Google searches.
00:28:07:17 - 00:28:43:26
Brynne Tillman
So if you had an article that's just kind of a side note and you put commercial loan rates in Boston, Massachusetts, July 20, 24, now you can't or June 2024, you could put out an actual study. I wouldn't put it out. A whole lot of commentary on that. You have to be careful with compliance and all the other stuff, but you can link, you can take that article and link to other articles, but just the title will give you an enormous amount of Google juice.
00:28:43:28 - 00:29:05:26
Jack Hubbard
That's a good catch. That's a wonderful catch. And I'll tell you what else gives you a lot of juice and LinkedIn. I love what they've done around video. There's so much you can do with video and you're the master of it.
Brynne Tillman
Yeah, and video. So video now we're on video and we are on a lot. We are on different platforms.
00:29:05:26 - 00:29:28:10
Brynne Tillman
So on some platforms, we have 21 people on other platforms. I just saw one on our YouTube platform. We don't have as strong a poll yet. They're everything.
Jack Hubbard
We're getting there
Brynne Tillman
We’'re getting there. But, we can look at that, you know, where people are showing up, number one, and then on LinkedIn, what times are best. So we find that lunchtime is pretty good for our viewers.
00:29:28:10 - 00:29:54:27
Brynne Tillman
And this is lunchtime Eastern, so it's actually 9 a.m.Specifically when we do these. But we know kind of when LinkedIn lives do better. But there's also the uploaded video. And now Jack and I are making the pivot. We started talking about it today, but we're going to start doing the TikTok-style video where I know you're cringing, but we're doing it now.
00:29:54:28 - 00:30:16:15
Brynne Tillman
You know what you are so amazing on video. It's going to kill it. But if you look at your app right now, not everyone has it, but there's a video beta where you create these TikTok-style videos, and you get picked up, right? And so it's it's early, it's in beta and we're going to kill it.
00:30:16:18 - 00:30:37:15
Jack Hubbard
Yeah. And we're going to talk about this next week because we have a program of effective LinkedIn messages to engage with your first degree. So we're going to talk about this unique software next week and I'm okay to do it as long as I don't have to do it so we can send stuff. So we've talked about a couple of things.
00:30:37:15 - 00:31:00:25
Jack Hubbard
We've talked about KPIs and analytics, but I want to address in the last few minutes we have the marketing folks in the room because too often what happens is we pigeonhole LinkedIn as a personal branding 1 to 1, but there are millions and millions of company pages out there. So let's talk about analytics from a company page perspective.
00:31:00:25 - 00:31:31:01
Jack Hubbard
Brynne, What about content analytics on the company page side?
Brynne Tillman
Yeah, so I think this is huge. If you are really building a following as a bank brand, this is a wonderful opportunity for hundreds of reasons. But part of it, you know, the content analytics, we're measuring the effectiveness of our updates. But here's the thing and I'm just going to say this You need a plan a as a company page administrator, you need a plan.
00:31:31:01 - 00:32:03:22
Brynne Tillman
There are so many things we can do that get employee advocacy, which I think I just jumped ahead of. I'm one of them. But that you're getting that you're pulling people in to engage on this from the bank. So that their network starts to see the content. If you just post to the company page without other engagement, even if you've got followers, many fewer people will see it than if actually human beings are amplifying the content that started on the company page.
00:32:03:22 - 00:32:31:06
Brynne Tillman
But I think it's really important and you can evaluate kind of the quality and relevance of content that your page followers are interested in.
Jack Hubbard
So, a lot of people really like this program, and I get a lot of comments afterward from people saying, I'll tell you a quick story. So I was up at graduate school banking West last summer, late last summer, and you never know how many people are watching your show.
00:32:31:13 - 00:32:57:02
Jack Hubbard
And I said, Hey, by the way, I don't know if you know this, but we have a Jack Grant's with Brynne every Thursday. And we talked about LinkedIn. I said, Hey, just as a just for fun, how many people of like 150 people, everybody in the room? yeah, yeah, I've heard it. So here's the point. The one person that knows who your followers are on their company page is your company page administrator.
00:32:57:02 - 00:33:19:27
Jack Hubbard
And one of the things I like about when people comment for us is that your show is so practical. Let me give you a practical tip. Find out who your company page administrator is. There are people who are following your page at the bank for a particular reason. They could be investors, they could be salespeople, they could be somebody who might want to do business with you, just kind of watching you.
00:33:19:29 - 00:33:41:27
Jack Hubbard
If you could engage with your company page administrator and say, okay, can you give me a sense of who are followers? They can't print it out, I don't think, but maybe you can. I'm not sure. But you'll tell us.
Brynne Tillman
But Well, you can't within the LinkedIn user agreement.
Jack Hubbard
Okay, So we want to do what's right.
Brynne Tillman
Then you can pdf them and print them.
00:33:41:27 - 00:34:03:27
Jack Hubbard
Well, there you go. So now you can see from your company administrator who is following the bank. And might this be important for me because then I can go out and connect with them personally. So anything else on follower analytics? This is so powerful and it's so forgotten.
Brynne Tillman
Yeah, well, you know, it's interesting. They've just been rolled out.
00:34:04:03 - 00:34:27:04
Brynne Tillman
I forgot to mention this. When we talked earlier, I was on LinkedIn. I was at LinkedIn for their AI rolling out and they just beta rolled out. I'm trying to get it for the modern banker, but they are just for a select few people who have premium company pages and it's $100 a month. So it's not free but ready for this.
00:34:27:04 - 00:34:55:14
Brynne Tillman
And what it does if someone visits your company page, it automatically sends them requests to follow. that's awesome.
Jack Hubbard
It's awesome. Yeah, that's very cool.
Brynne Tillman
Yeah. So that'll be that. That's coming.
Jack Hubbard
That's very good. And same with visitor analytics. Do you know who's visited your page? That's spot on based on what you said there.
Brynne Tillman
Yeah. Yeah.
Jack Hubbard
What about leads Analytics?
00:34:55:14 - 00:35:21:26
Brynne Tillman
Yeah. So there's you can create forms, lead forms. And if you create an event on a company page, you can have lead forms. Now, when we do it, we do it from personal pages because they have to register on for some things, not for these. Right. But we don't want you to have to register for a live right to attend.
00:35:21:26 - 00:35:59:10
Brynner Tillman
But if you want to this is really valuable for in-person events, which actually we're going to talk about in our webinar later today. But you can create an auto-populated form, right? So they click it and their LinkedIn content from their profile auto-fills, and then it's delivered to you, the company page administrator. So you can actually and again, don't do this without a plan, but you can actually collect leads right from that company page.
00:35:59:10 - 00:36:29:09
Jack Hubbard
And this is where marketing becomes such a powerful partner for commercial business, banking, small business, banking, etc. So a good one. What about competitors' analytics?
Brynne Tillman
So this is kind of fun and this is only if you've got premium analytics. I believe, but it compares your followers to other banks. They're not always in the region. I want to say that a lot of them are, but sometimes they're the same size bank.
00:36:29:09 - 00:37:00:13
Brynne Tillman
I'm not sure exactly where LinkedIn is grabbing the comparison. Oh, there is also, I do know one of the places when people look at your company page and then another company page right after or before, it's looking at that as a comparison to because they believe you're being shocked.
Jack Hubbard
That's great. And how powerful is that? I went to PNC and I went to Citizens.
00:37:00:15 - 00:37:36:25
Jack Hubbard
How powerful would that be for the banker to know, the business banker to know that a master Yet the next two are employee related. You talked about it a little bit, but employee advocacy, and analytics.
Brynne Tillman
Yeah, Well, so there's a few things. Number one, which I really like now and this is relatively new and I haven't exactly figured out how to find it because I don't even know if I can yet, but it pops up every once in a while where it'll say, Jack Hubbard, an employee at your company, Shared Content.
00:37:36:27 - 00:38:04:01
Brynne Tillman
So now an employee that's connected to the company page, we know when they're sharing content. So as a company, we could go support that. We can engage in their content. So that's going to create even more employee advocacy. My mouth isn't working today, Jack.
Jack Hubbard
You're doing fine and there's no math involved, so that's good.
Brynne Tillman
leave that to you.
00:38:04:18 - 00:38:24:08
Brynne Tillman
Are you kidding? No, I leave it to my husband, so I leave it. But so the employee advocacy piece, it's also going to tell you how many of the employees of your larger bank, it's you'll see a breakdown. How many of the people who engaged in your content are employees and how many are outside folks engaging in your content? And that's nice to know, too.
00:38:24:08 - 00:38:51:10
Jack Hubbard
Absolutely. Well, so this other thing from an employee perspective, it's really employer, employer brand analytics. What is that?
Brynne Tillman
Yeah, so this is interesting and we don't have career pages because we're not actively hiring people. But some of our banking clients are always hiring. Like they're just there's always opportunities open and plus they're building a bench, right?
00:38:51:11 - 00:39:16:23
Brynne Tillman
Like even if they don't have a ton of openings, if the right person comes along, they're grabbing them, right? That's smart. So, you know, you can post job openings on your company page and this will give you a breakdown of who's visiting your career pages. So are we attracting the right people or are we bringing in the right people?
00:39:16:23 - 00:39:40:07
Brynne Tillman
And if you're using LinkedIn as a recruiting tool, this is really good analytics to check out. And by the way, I would say partner with H. R. And talk about how, you know, how do you put together like as a marketer, you might put together a nice career pages page, but the HR People might give you keywords, and things that they're looking for.
00:39:40:07 - 00:40:09:13
Brynne Tillman
Recognize that when people are looking for jobs, your career pages are indexed. So we want to make sure that we've got all of those keywords from a recruitment perspective, not just a marketing perspective.
Jack Hubbard
And here's and so you get all this data in human resources. How do I partner with the field By the way, commercial banking, free people here they are have visited our page.
00:40:09:15 - 00:40:38:19
Jack Hubbard
And I know you're hiring a commercial banker. There's people that are kind of looking at us. How powerful is that?
Brynne Tillman
That's amazing. Yeah,
Jack Hubbard
The last one we've talked about a little bit and this is where marketing probably does this more than an individual banker, but it's a newsletter, analytics, and I love it. I've got I know a couple of banks that are doing newsletters where they have an article every month from the CEO.
00:40:38:21 - 00:41:03:11
Jack Hubbard
They'll have something from fraud, from It. or whatever. Newsletter analytics are really, really good to help you get more followers and certainly help you get more readers.
Brynne Tillman
Absolutely. And it's great to see the performance. So the first time you launch that newsletter, it's going to go to all the followers of your company page, So you want to make sure that it's really good because now what we want is for them to subscribe.
00:41:03:13 - 00:41:32:13
Brynne Tillman
After that, only your subscribers will get it into the inbox, but you're sharing it on the company page. And if you're getting some employee advocacy, hopefully, you're growing. That's subscribership. One of the banks we were talking, they wanted to grow the newsletter and they're mentioning to their bankers to put a link to subscribe to our newsletter in their email signature.
00:41:32:16 - 00:41:51:28
Brynne Tillman
So there are lots of ways to grow even outside of LinkedIn. But yeah, I mean, all of this, it's a lot like you, and I'm looking through this and we're only doing maybe three-quarters of it as I look through some. That's right. So, you know, we're not we're not judging if you're not doing these things right now, but we're happy to help.
00:41:52:01 - 00:42:14:10
Brynne Tillman
The best place to get started, if you want help is to join our public library at the modern bankrate.com slash public library. There's a community where you can ask a question. Jack and I are alerted and it's one of my favorite things to do. So I'm jumping in very quickly to answer as much as I can. But it's really this is a great place to ask your questions.
00:42:14:10 - 00:42:34:13
Brynne Tillman
And if you want a deeper dive into any of this, that's really where to start.
Jack Hubbard
Yeah, there's no doubt. And this was an excellent and very fast-paced program and you'll be able to watch for this as an e-book. And we're going to practice what we preach. We're going to put this e-book out and see what kind of engagement we have.
00:42:34:14 - 00:43:02:22
Jack Hubbard
I don't know exactly when, but we'll see. But this was really fun and I enjoyed this one. And I got to tell everybody that next week we have effective LinkedIn messages for first-degree connections and we're going to talk about that new magical thing that we just discovered. And it's pretty awesome. And that will be the last live show of the year until the fall.
00:43:02:25 - 00:43:27:09
Jack Hubbard
On July 4th, we skipped because it's the birthday of our nation and everybody's going to celebrate. And then July 11th, we start the best of Jack Grant's with Brynne and we're going to have ten programs for the rest of the summer. And then September 11 is September 12th. We start again. Jack Grant's with Brynne live. Maybe we'll talk about the services page as one of the first ones we do.
00:43:27:16 - 00:43:38:07
Brynne Tillman
We love it. Really terrific, Jack. So much fun. Thanks so much. And looking forward to a wonderful summer. See everybody.
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Outro
Thanks for joining us for Jack Rants with Brynne, brought to you by our good friends at Vertical IQ and RelPro. We're live on LinkedIn every Thursday at noon Eastern time, helping bankers turn connections into conversations. Don't miss an episode. Visit https://www.themodernbanker.com/tmbpodcast. Leave us a review, if you would. You can also listen to this program and the new Jack Rants with Modern Bankers on Apple Podcasts, Spotify, Google Play and iHeartRadio. We're on YouTube as well. Subscribe at https://www.youtube.com/@TheModernBanker. Finally, don't forget to make today and every day a great client day.
