LinkedIn company page: finding the right balance between Touch, Tell & Sell

24 September, 2015
  • 4 min read
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"What are the possibilities of LinkedIn for companies?", "How can I use it for business?" These are questions I get asked regularly and can only answer superficially. The training ‘LinkedIn Marketing’ is high on my wish list and I also still have the 60-minute booklet read. Yet I have not yet succeeded to get to them. Recognisable? During the Social Media Week Rotterdam, I was able to boost my knowledge on LinkedIn a bit, and share this with you.

Let me start with the statistics. LinkedIn currently has 380 million users in more than 200 countries, including over 5 million users in the Netherlands. Every second two new users join LinkedIn. Students and recent graduates are the fastest growing group on LinkedIn. They add up to more than 39 million worldwide, pretty impressive numbers! 

Back to the practice: How can I use LinkedIn for business?
Martine Meijburg and Rianne Klaren from the company Second Degree explain how you can generate leads with content. Martine uses an example from a global car brand. They provide a good information flow leading up to a purchase, but once you've bought a car from this brand, it stops. There is no follow up, no registration online, no choice in garages.

Last month, this car brand created a showcase page on LinkedIn. "Good initiative" is what Martine thought. She began to follow this page and was immediately confronted with the campaign "Win a mini-sabbatical to Jamaica". If you've participated, this is displayed on your LinkedIn page. "Very annoying" thinks Martine. Her advice: “Do not waste your money on an expensive campaign, while you still have no idea what the needs of your target audience are”.

Start by informing
Inform people first of all and try to learn as much as possible. By starting with informing people, get to know your audience. Martine and Rianne use the model of Touch, to Tell, to Sell. Dqna developed this model based on the McKinsey model 'consumer decision journey’.


The initial customer contact phase is the most important. Immerse yourself in your target groups. Look at what their needs are, visit their profile, what is their activity, what groups do they follow? But also use your own resources, ask your account manager what is happening and take this with you in your campaign. Ensure that 80 percent of your content is engaging and only 20 percent is commercial.

You are trying to convince potential customers that they should purchase the product. In this stage, it is of utmost importance that you can focus solely on the users who have already shown an interest in the product. This quote from Jason Fried shows how important it is to focus on the user: “Here is what our product can do” and “Here’s what you can do with our product” sound similar, but they are completely different approaches. For example try publishing a white paper that you end with the words: “Interested? Then come and have a coffee with us”.

At sell we can determine whether the campaign is a success, or has ended in disappointment. You should look at what type of people were converted and based on these insights develop the campaign further. Also be aware to provide a good baseline, a point zero to measure from.
How much traffic do you have; unique visitors, time on site, etc.? Measure two months before the campaign, during the campaign and two months after the campaign. See if the audience is engaged and following your company profile on LinkedIn.


I want to increase the number of followers, how do I do that?
Start with the use of personal media and your own people. Ask your employees to occasionally share an update. And also say during the meeting: "We are also on LinkedIn". Once you follow a company, it is placed on your LinkedIn profile. Help and guide staff in this and involve them in the process. If it is forced on them, it has little effect.

Start by placing at least three updates per week. Then you can start segmenting. Only when you know what motivates your target audience, you can begin to set up an effective campaign. For example, approaching groups interested in the subject. Make sure your measurement plan is in order. Not only on LinkedIn, but also on your website, so you can measure the results of your campaign.

Setting a target audience
Within the company page, you can set your target audience, such as language and geography. As an administrator you will see all the information, but as a follower, you only see what is relevant to you. For example: You reach Dutch-speaking Belgians by selecting Dutch language and country Belgium. To reach the Dutch, choose 'the Netherlands' as region and not language 'Dutch'. 

Today's message: Be relevant
The main message is that you need to be relevant. First go and inform people and engage. Only when you know what moves your target group, does it make sense to launch a campaign. 

Read the original article (in Dutch).
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About the author

Marjan de Jong

Strategic and hands-on Marketing Consultant and Lecturer at Hotelschool The Hague.

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