Jacek Palęcki

Did you know that of the 470,000 decision-makers in Poland with a LinkedIn account, only 4% visit the portal regularly and as many as 96% only occasionally?

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    Fortunately, we know ways to reach almost everyone.

    In this series of articles you will get to know LinkedIn much better. Having carried out hundreds of projects for companies not only in Poland, we have gathered a lot of experience, which we are now giving back to you in a series of texts. You will learn data and insights from real sales, marketing and recruitment campaigns on LinkedIn. The information I cite is data collected from thousands of personal accounts on LinkedIn: ours and those of our clients' employees. The statistics on LinkedIn that you will read about are based on millions of operations performed on the portal: invitations sent to make contact, messages and invitations to attend events. In addition to providing substantive support to companies during their campaigns on LinkedIn, our team is also developing an advanced LinkedIn Marketing Automation & Data Analytics system, which we have put at the disposal of our clients.

    With this and the following articles, you will save time and avoid many mistakes. Each paragraph addresses a separate relevant area of the portal's capabilities and the culture built by its users. Each paragraph also directs you to a more detailed article. Find out what interests you most.

    LinkedIn is an ocean of business contacts. A paradise for salespeople, marketers, recruiters and anyone who needs efficient communication in their work.

    Our agency is approached by companies who have no experience with the portal, but also by those who have already tried their hand at it and encountered many pitfalls. We share with them the knowledge and experience we have gathered over four years of working with hundreds of other companies, from almost every industry, in the B2B and premium B2C sectors.

    470 thousand decision makers on Polish LinkedIn

    Let's start with the basics. You already know that the Polish LinkedIn is up to 470,000 decision-makers. By 'decision-makers' I mean directors, board members and owners. In the figure of 470,000 top managers, I am not including another 250,000 or so managers, i.e. middle managers with a low level of decision-making, but they should also be of interest to you - but in second place.

    Searching for decision-makers with LinkedIn Sales Navigator

    Ok. So what if almost all managers have a LinkedIn account, if you are only interested in 'decision makers' from selected industries or certain functions or even exclusively from the largest companies? That's no problem! On LinkedIn you have access to an advanced search engine and in a few minutes you can create a list of just the people who need your service or product.

    Read about Sales Navigator in the next article. Number of decision-makers in each of the 416 sectors

    For the convenience of our clients, we have prepared a summary containing the number of decision makers in each of the 416 industries available on LinkedIn.

    Download the summary here and find out how many potential customers for your business you can find through LinkedIn.

    Why don't company pages on LinkedIn work?

    Everything sounds very interesting so far? Almost all market decision-makers are on LinkedIn and it is easy to find the right ones among them. However, a 'but' arises: with only 4% of them visiting the portal regularly, how do you build the reach of your company posts among the other 96%?

    There are better ways to reach a wide audience through LinkedIn than company page posts, user posts or even advertising. You're probably already familiar with the trendy term employee advocacy, and with LinkedIn, this vaunted strategy becomes much simpler.

    In the next article, you will learn why most company pages on LinkedIn do not get satisfactory reach.

    How do you communicate with decision makers on LinkedIn?

    Employee advocacy is a huge potential for any company and, at the same time, an organisational challenge. How do you persuade and motivate employees to regularly expand their networks, publish posts, promote company webinars and establish direct relationships through LinkedIn messenger? This daunting challenge becomes much simpler for the company with the help of smart tools and experienced professionals. Employees no longer need to commit their attention or time, and their LinkedIn accounts will systematically build reach and new relationships, support event attendance, gain leads and create a better image.

    You will learn how to communicate with decision-makers to achieve ambitious business goals in the next article.

    Promotion of events on LinkedIn

    Webinars, webinars, webinars. Most companies do not reach for webinars because organising such an event requires familiarity with the camera and the audience. As a result, those companies that have overcome this barrier stand out above the competition by creating an expert image and gain many more leads. LinkedIn is the best known place to promote webinars, i.e. to collect sign-ups with marketing consents from attendees. A record-breaking webinar promoted by agency Sales Robots attracted 524 attendees present during the live event and twice as many leads with marketing consents.

    Learn how to promote webinars on LinkedIn in the next article.

    How to improve reach building and regular communication on LinkedIn?

    Are you already active on LinkedIn? Are you finding the right decision-makers with Sales Navigator and expanding your network, then skilfully engaging with them in messenger and maybe even promoting webinars? That's great! Less than 5% of companies use LinkedIn like you do which gives you a huge competitive advantage. It's time to squeeze as much out of LinkedIn as you can before your competitors realise and catch up with the portal. Get organised and scale your efforts. Seize the opportunity while it's within reach.

    Find out how to improve your communication with potential customers through LinkedIn in our next article.

    How do you scale your LinkedIn activities to distance yourself from the competition?

    If you are using LinkedIn to build your reach and communicate with your potential customers then you are already one step ahead of your competitors. Reports on LinkedIn show that only about 5 % of companies use this portal in a similar way. At the same time, companies note that operating on LinkedIn requires developing effective methods, coordinating the communication of the entire team and committing a lot of time.

    You will learn how to scale your LinkedIn activities to distance yourself from the competition in the next article.

    Minimal competitive presence only on LinkedIn?

    You're probably wondering why LinkedIn isn't used for promotional activities as often as traditional channels:

    • Facebook and Google Ads
    • Google positioning / SEO
    • cold mailing
    • cold calling

    The reason is obvious. All of the above-mentioned methods have already reached the peak of their popularity. They are very mature channels promoted by thousands of advertising agencies, which intensifies competitive activity and leads to a rate race.

    In contrast, LinkedIn itself is not developing an agency network and you will be hard-pressed to find companies that have experience with campaigns on the portal.

    Read why your competitors are not using LinkedIn to find out more.

    How much does a carefully filled out profile on LinkedIn give?

    Enhancing your personal profile with carefully selected content is a must have. But will a careful profile make a significant difference to your effectiveness?

    We tell you what to look out for in your LinkedIn profile in our next article.

    Lone sniper or coordinated team?

    Careful solo efforts do not always yield good results, and they always cost a lot of time. Fortunately, it has been possible to develop methods that build up the scale of communication and, at the same time, also the quality. I can even say that it is by being large that we improve quality.

    By acting alone, you basically deprive yourself of the possibility of conducting a reliable study of your communication on a reliable sample. You simply don't have enough data. That's why it's important to have a coordinated team to carry out your LinkedIn activities, and by automatically collecting information in just a few days, you will test multiple communication options and multiply your effectiveness.

    Find out how our clients improve and scale their communications through teamwork in our next article.

    How do you measure follow up conversions on LinkedIn?

    You won't believe how wrong you can get based on your own evaluation of marketing ideas. Not long ago, we conducted an experiment in which tens of thousands of recipients on LinkedIn were sent different messages, around 50 templates in total. Each template was prepared by professional copywriters and we sent them to more than 1,000 people. At the end, we calculated the conversion or percentage of leads for each template. The best text reached 16% and the message with the lowest conversion was only 1%. Therefore, we have built a method and tools with which we improve conversion for our clients.

    Find out in the next article how we build content for our clients, conduct tests and ultimately increase effectiveness by up to ten times.

    Does continuity of communication pay off?

    Once upon a time, two salespeople from competing companies reached out to one client and were both told 'I'm not interested'. One of the salespeople crossed the customer off his list and never came back to him. The other salesman did not give up and kept in touch regularly until the customer said: I order! We see the same phenomenon in every communication channel and it is no different on LinkedIn.

    You will learn about the importance of systematic and regular communication with thousands of potential customers in the next article.

    Posts. Better quality or more frequency?

    One would like to say that only the best quality and super attractive content will bring results. However, research shows that better results in building recognition are achieved by companies that communicate more frequently without necessarily placing great importance on quality.

    Find out how to create lots of quality content from the next article.

    It is said that 80% of B2B leads come from LinkedIn

    Many reports indicate that LinkedIn crushes other channels by delivering as much as 80% of all B2B leads.

    Our experience bears this out, and you'll find out why this is the case in our next article.

    Do you know the ROI of your LinkedIn activities?

    If you can't measure something, you can't manage it. These words of Peter Drucker (in my translation) are a reminder that many processes in marketing are often carried out "by feel" by companies. LinkedIn is no different. Companies very often lack data on how much time employees spend on activities in the portal and what results this work produces. Even the employees themselves struggle to answer this question, and this makes it impossible to manage the process.

    You can find out how to measure results and manage activities on LinkedIn in my article entitled Do you know the ROI of your LinkedIn activities?

    Better website traffic from SEO or LinkedIn?

    What are the characteristics of people typing into google for the phrases you care about? How does the profitability of SEO compare to a coordinated effort on LinkedIn?

    Find out more in my article "better website traffic from SEO or LinkedIn?"