LinkedIn Company Pages: Your Shop Front

It's well known that engagement on personal profiles far outweighs what happens on company pages, but that doesn't mean you should ignore them ❗

This is where I focus my attention with marketing clients.

There's no 30 day challenge or 'magic' blue print for how to craft your company posts, it just depends on your audience. They guide everything you do there, that's part of being customer centric.

Who are they ❓
Where are they ❓
What do they want ❓
When do they want it ❓

The biggest challenge people have is that they talk to themselves.........it's true! They write about how great they are-the features- without addressing the actual solution and often, the message of solving the pain points-the solutions- is lost in the noise.

The key to success is to mix up the content, different types of content to deliver the subliminal message. The direct sell should only be in 1 of 5 or 6 posts. You're there to educate, inform and build trust.

Next week I'll talk about content pillars. With this plan, you'll never be struggling for ideas!

Are You Selling to the Right People?

I work with a range of clients to support their business development. More often than not, they don't have a clear idea what this actually means, but 9 times out of 10, they think this must mean getting more, and new clients.

But does it❓

Zippia has some great stats and why your first port of call should be to look internally, rather than externally for business growth:

💡Boosting customer retention by 5% increases profits by 25-95%.
💡Companies have a 60-70% chance of selling to an existing customer vs. a 5-20% chance of selling to a new customer.
💡65% of a company’s business comes from existing customers.
💡It costs 6x to 7x more to acquire new customers than to retain existing ones.
💡72% of customers switch to a competitor after one bad experience with a brand.

How are you managing this❓

For my clients, the answer usually lies in effective account management.

How often are you reaching our to your clients just to 'check in'❓
Have you made it your business to find out what their business look ahead includes to identify any gaps in your current offering ❓
Are you 100% sure they fully understand your range of services❓
Have you maximised your reach to all of their facilities and locations❓
How are you cementing the know, like, trust model with them ❓
How much attention have you given to your onboarding and offboarding processes❓

I'll say it again, you have a 60-70% chance of selling to an existing customer versus 5-20% to a new one.

Run, don’t walk to effective account management.

The Two Biggest Mistakes in Social Selling

Two big mistakes I see on LinkedIn are constant pitching and an unclear sales offer.

In the most part, it is because people do not understand their sales funnel which should be an essential component of the sales strategy.

Of the 100% of your online audience, between 25-50% will engage and take away your free offerings. This could be a masterclass or free download.

Only 1-2% will end up buying from you.

Yes it is essential that your audience is as large and focussed as possible, but statistically you can push the buyer figures up by nurturing and warming up your potential market

The 'follow to buy' phases is your opportunity to:

✔Get personal-introduce yourself and your team, let’s see their faces and hear their stories
✔Get active in groups and on the main feed page through 'bread crumbing', so they know why they should
✔Demonstrate expertise through previous work and case studies
✔Engage with your audience by replying to comments-this is online networking
✔Connect with any 'likers' outside your personal network and ask them follow your company page-this is your digital business card
✔Share industry news to demonstrate your wider awareness and ability to collaborate
✔Showcase your capabilities-people need to know what they can buy from you

Let's work together to supercharge your socials with a clear 3 month content strategy and plan for implementation tailored to your business.

Social Proof: Your Secret Weapon

People only know what you tell them.


Sound obvious doesn't it? But not as obvious as we think.

It came up in a conversation this week with a potential new client. The company has decades of specialist experience supporting some huge multinational organisations and yet the existing and potential client base has no awareness of this.

Tapping in to this information is using 'social proof'. The psychological phenomenon where people reference the behaviour of others to guide their own behaviour.

This tendency is driven by our natural desire to behave “correctly” under most circumstances—whether making a purchase, deciding where to dine, determining where we should go, what we say, who we say it to etc (NN Group).

Sharing your project wins isn't a brag or even a humble brag, and so what if it was as you've earned it, it's a marketing tactic used by organisations the world over to attract customers. And for good reason.

Social Media Today tells us that 71% of consumers will make a purchase based on social media referrals and 74% rely on socials to influence buying decisions.

It's not called 'social selling' for nothing-what are you waiting for❓

I Speak Your Language

Some implications of plant size in monotypic and polytypic populations of Fucus spiralis..........


That's some headline grabber isn't it?

This was my first scientific journal publication, 2nd author I know, but it was from my bachelor's thesis and I thought I had made it!

The point is, I spent 7 years in academia being told how to write for these publications which are largely read by other people in the very narrow field I was in. Once you find yourself in the 'real world' where you have to communicate with a much broader range of people, by the time someone has figured out what monotypic means, you have lost them.

The point is, scientists and engineers speak to each other in certain ways and that only they understand, but this doesn't work so well on marketing materials, particularly social posts. Some scientists and engineers realise this and engage a marketing specialist to write their copy. Except being a marketing specialist doesn't mean you can write in their language.

And this is where I help clients. I get it, I understand their concepts and speak their language while recognising what makes engaging content.

My Transmit package kicks off with a business review followed by a 3-month marketing plan, with relevant sectorial content, based on your ideal client and market segment.

If you're new to social selling or need a boost, this is a low risk, high value solution which frees you up from thinking 'I've got nothing to say!, giving you time to work ON rather than IN your business.

Riches in the Niches

One of the most difficult things for business owners to do is identify and own their chosen niche.

While it can be pretty daunting to say we will offer this discreet service to that sector of the market, it is the best and easiest way to understand who you need to be talking to, nail your message and deliver the lozenge to solve the pain points of your intended customers.

Understandably, small businesses find this particularly tricky at the start, after all, they need sales, and usually quickly. They see opportunities drifting past them that they know they could do........but is it their core service? Does it align with their values, vision and mission? Is it something they're an expert in?

While I am the first to say step outside your comfort zone and learn new things, that's not really sustainable in business if it applies to a high percentage of your enquiries for work.

Although some may say your niche will find you, this is a risky strategy and would leave me unsettled without a detailed sales and marketing plan.

Some business and market research is the best place to start:

📍Firstly, you have to understand the demand for your service. Just because your mam and the hairdresser thinks it's a good idea, they're unlikely to be your intended customers.

📍How big is this niche and what % of the sector could you reasonably exploit? Are you willing to travel? Can you work remotely? As we are all globally connected 24/7, you will quickly realise your market isn't just businesses within a 100 mile radius or even the same country.

However specific your niches, once you factor in its global footprint you will see the world is your very own oyster.

Do You Understand Your Sales Funnel?

Your sales funnel is an essential component of your online sales strategy.

Of the 100% of your online audience, between 25-50% will engage and take away your free offerings. This could be a masterclass or free download.

Only 1-2% will end up buying from you.

Yes it is essential that your audience is as large and focussed as possible, but statistically you can push the buyer figures up by nurturing and warming up your potential market

The 'follow to buy' phases is your opportunity to:

✔Showcase your capabilities-people need to know what they can buy from you
✔Get active in groups and on the main feed page through 'bread crumbing', so they know why they should
✔Demonstrate expertise through previous work and case studies
✔Engage with your audience by replying to comments-this is online networking
✔Connect with any 'likers' outside your personal network and ask them follow your company page-this is your digital business card
✔Share industry news to demonstrate your wider awareness and ability to collaborate
✔Get personal-introduce yourself and your team, let’s see their faces and hear their stories

Let’s Hear It!

How do you stand out as a business❓

By being RELEVANT❗

Do you know what your customers really want, where you are exceeding those expectations and where you may be falling short❓

You need to understand their pain points and answer them.

The problem is, everyone's market is so unique and typically evolves over time so we can't rely on 'what we've done before'. This is why creating a marketing strategy based on internal and external factors, and regularly reviewing it, is essential.

While none of us should be constantly pouring over our competitors businesses, it is always useful to evaluate performance within your sector to determine where you can create marketing content that informs and engages your customers and prospects.

But THE most important thing you can do today is commit to being consistent.

Much easier said than done.

This is a marathon not a sprint.