790: How to Get Up to 1000% More Views of Your LinkedIn Posts w/ Scott Ayres

ABOUT THIS EPISODE

In this episode we talk to Scott Ayres, Content Scientist at Agorapulse & Co-Host of the Social Media Lab podcast.

Scott shares results from multiple experiments that his team ran across different types of posts & the use of hashtags in LinkedIn status updates.

Want help developing your plan to become an influencer & thought leader?

Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City.

B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH.

Click here to connect with this guest on LinkedIn.

Are you struggling to come up with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out of content ideas again. Learn more at sweetfish MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, like Gary vanner truck and Simon Senek, but you've probably never heard from the majority of our guests. That's because the bulk of our interviews aren't with professional speakers and authors. Most of our guests are in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the fastest growing BB companies in the world. My name is James Carberry. I'm the founder of sweet fish media, a podcast agency for BB brands, and I'm also one of the CO hosts of this show. When we're not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our own business. Will share the ups and downs of our journey as we attempt to take over the world. Just getting well, maybe let's get into the show. Welcome back to the BDB grows show. We're here today with Scott Airs. He is a content scientist at agre pulse. He's also co host of Social Media Lab podcast. Scott, is really great to have you on the show today. How are you doing today? I am doing great. Thanks for letting me come on and chat for a little bit. Awesome man. I've enjoyed some of the recent episodes on your podcast and love the take that you guys are approaching testing and looking at the data on different social media platform so I'm really excited today to dive into some myths that you guys have sought out to bust on linkedin strategies. Before we do that, why don't you tell our audience a little bit about yourself and what the team at agre pulses up to these days? Yeah, if you haven't you seen me, I've been. I've had the pleasure of working remotely for three different APP companies in the Social Media Management Area and get the block for them, and so I've probably written about two thousand blocks about social media last seven eight years. I'm gotten to be at the top of social media examiners top ten social media blogs three different times now, which is really from a lot of great pleasure, via an also co authored facebook all in one for dummy. If anybody wants to buy how to date book, feel free to go to Amazon. They're at a date as soon as they're published. But Hey, I get to say that right, yeah, forever. You for other we I Gore Polson. You we can talk about girl pull a little bit later if you want to. We wear social media management platform. All those people post and manage their online present and now on my project that I'm in charge of for the last year and a half is been called the social media lab, right, and and what we do with that in reason we started it is we are CEO emery kind of thoughts all that. There was just a lot of blog posts out there in social media that were, you know, theories and opinions more than anything in the...

...end, the five best things to post on facebook, the top ten that you know, but there was really no data behind it. And when he write a post that was data driven, you know, everybody, you got shared more, it got more reading, got more searching and people really appreciate that sort of and so we say, Hey, what if we start a separate blog that's separate of our main one, which had, you know, already been on the top of the list of social media blog and do something a little different. That's focus a hundred percent on these experiments. And so you know he can said, Hey, let's do it, let's go for it. You know, we're spending you know, with salaries and website and as that we we test. You know, we're dedicating about Fifteenzero a month to the project and it's going out for we started publishing about a year ago. Our first one took his hay month just to finally get to the publishing thing. It's good. We took our time to really figure out what we wanted to do and what we wanted to test. Yeah, I would different from, you know, the typical stuff that you read is, for one, we're not just always looking at giant data sheets, you know, which is good to look at, but you don't know what a nominalies are going to find in there. Then we're not just what we're trying not to give any sort of opinions about things or this one's then really go through and we actually actually run our test using the scientific method. So I kind of go out and say, okay, what do we want to test? Canley even testing because there's a lot of things that you think can't get that? And then I put a hypothesis out there. It's my best guests based on other articles, other research, and then I start to testing and give them the true, genuine data that I can and then make a conclusion base. The interesting than all this is, you know, being a guy who's written as many blogs I had, I was used to be now popping out three or four blog posted a week. Now I mean it's like one a month, you know, because we're taking so it's not somebody tats or six. Wow. And then I had a lot of times I'm pulling the data manually, looking at each individual post one at a time on the organic post, because no easy way to just look at I want to look at see what happened on this post and compare to another post. And and we're using real world pages and either small business page that I actually have, our account personal accounts, and so it's it's a little more usable data as opposed to those big giant numbers that no one can really relate to. Son I talked about statistical significance more than I ever have in my entire life. Nice. I couldn't even say that phrase year ago. Hey, it's rolling off the tongue now. So yeah, embedded in it. So that's awesome. I love this idea of, you know, really taking a data driven approach. You know, one of the people I've been following a lot on Linkedin is Chris Orlov from Gong Dot Ioh and you know, they're really taking a similar approach. So looking at data of what works in Bob Sales. You know, that's another area, just like social media marketing, that you know, you can find a lot of opinions about strategies, about tactics, about what works and...

...what doesn't work. But when we can take, you know, real data, take a scientific approach to what's happening, you can bust some myths, you can find some strategies that are really backed by data instead of just opinions. I love that you guys are taking this approach. Doesn't sound like it's been any small feet to kind of start tackling this. So with all that being said, Scott, let's dive into the first thing that we wanted to talk about today. In myth that you guys were trying to bust on Linkedin to find out what really works, and that's about post types. Tell us a little bit about what you guys tested there and then we'll talk a little bit about what the date actually showed. Yeah, so we wanted to see, you know, on Facebook, for example, which is where most people have done most of their social media marketing, there's certain post types that performed better and typically, as you know, photos or videos and they have the higher reach and reaches, that thing that you know we're like dogs chasing our tills that we're running after trying to kids and we don't do a good job as usually, and so we we're kind of curious to see did that translate over the link fan as linkedin different and so we thought out Mellie Thedaro, who was the author of a book called the Lenkedin coach. She's, you know, one of our friends, and she's like, I'm seeing something over here on like you guys tested, and so we kind of we we use a couple of different pages. Are Our business page, my own personal account. We looked at Melanie as account and tested link post text only updates and photo pose. The kind of see which one performed better and it's kind of put it in perspective as far as that followers on the on each account, our connections as linkedin calls and personal accounts. Mellie has about thirty four thou followers, so she's not a small pageo profile at all. Yeah, my profile has a four thousand connections and our business account has about a thousand follows. Yep. So in these are established. They've been around for a long time, you know, always posting and trying to engage invest as we can, and so that's kind of how we framed it in for me being the you know, I used to have a podcast called facebook answer man and I wrote a book about this. I'm you know, I know what facebook and typically works there right, I assumed that text only update. My have hostes with text only updates would have the lowest amount of views because it's kind of health linkedin shows it as views or sometimes impressions depend on the page. So that's what I thought I would be the text only with will be the lowest performing, just based on the knowledge of other social sites as I did. So you want to get into data now? Yeah, so your hypothesis was that text only updates, as opposed to link posts, photo post with an image, were with a video, that they were going to perform drastically lower than those other type of posts. So tell us what actually the data came back and what you guys found. Scott, yeah, it was really and we didn't test us a couple of posts just to kind of you go back...

...on that. I did thirty seven posts on my personal account, fifty eight on a girl poles and we look at about twelve on melonies. Okay, so we can we kind of look the buns. We're trying to get averaged. Our our whole job really is, you know, I don't want to say I did three posts and here's what happened, because that's not a friend. So right, what we want to look at it the biggest data says we can. Lets not just do anecdotal evidence. Yeah, and so here's what we found, the average of being we average all these posts together. We looked at the view impressions again. Pages show impressions, personal profile show views. YEA, and there makes this same thing, while Lincoln reports it different. I don't know. Until we found was the average views of link post was right at it was fifty five thousand seven hundred ninety five for these pages. Photos was five thousand nine hundred and ninety eight. And then text and this number. Is this really stupid? Basically, sixty nine was the average views on text only up wow, so I mean more than helps. Yeah, it was. It was a thousand percent higher, which is a number that this doesn't make any sense. And we test it. I even retest it to kind of make sure because like, well, maybe we just got lucky, you know, and one text only post caught a bunch potential. So we pulled that data out and it was still right up there around that thousand percent higher, which is remarkable to me and quite a surprise. One of those things where I had to go, whoops, my hypothesis was absolutely wrong, which, you know, fine, I don't mind saying that it was wrong, but it was a it was a quite a surprise for us to find that. Yeah, now in the text only posts, Scott, was there a link anywhere in that post or a link that you put in the first comment? Tell us a little bit about, you know, the makeup of those text only posts. Yeah, so it varies. You know, most of them know, we're just sure text just like one of milliis was the question. You know, I'm interested in learning more about block coin, you know, and cryptocurrencies. Back when I will getting really hot. Anybody have any opinion on it? And it gets like a hundred, twenty something thousand views. We're a link post, a traditional link post for her the same like a day before only got two hundred eighty views. Yeah, and was that link post on a similar hot topic or was that on dope? It was on it was on social selling on Linkedin, and so it was the relevant post our hurt community. The same with us. I mean the stuff I would post was, you know, things like about our blog and our podcast and then about our our website. So and just wordy different ways to kind of see what it would look like. See we try to keep it. Next, the thing into I meannytime you're running any sort of experiment like this, you got to, you know, try to take it out any of nomalies that you can just right know that sometimes it's just something happened to go nuts with. While usually I'll try to most of the data set, I'll pull out the lowest performing and pull out the highest performing.

That way that just kind of have a at least pull up those two a knowledge, but sometimes one the post is tanks, you know, and doesn't do well and sometimes one is goes crazy. Even pulling that out, we still kind of we we still came up with this the data that we saw. Yeah, awesome. Well, I think that's that's very practical for our audience to take away and see the thousand percent difference. They're just curious gut. Did you guys test with different links of post, different styles of post, you know, more shorter, longer form, getting close to one three hundred character limit, doing little list posts or doing, you know, more story form? Curious kind of what makeup of those text only posts? Maybe you guys saw higher engagement with or at least what you tested with. The ones we test with tended to be shorter, you know, but two to three sentences Max. I would like to test. That's another authorite that down as my pen. They will be in the test. You know, the short text only update versus, you know, stuff in a blog post, basically Sunday. See which ones performed it. For this test we just kind of looked at the shorter, more conversational typos, typically what you would post on the link as well. You know, you did a link, who typically will give a little bit of, you know, teaser as to what it is and maybe ask the question or something. We kind of want to keep the text part of it as similar to one another as possible. Gotcha? Okay, so did sew it so that that's kind of what we keep at the way we did. Awesome, awesome, all right. Today's gross story revolves around search engine marketing and we'll be shining the spotlight on ages software, a company that makes software for manufacturing operations. Ages was one of the first companies in their space to invest in search marketing, but as competition grew, their performance plateaued. To counter this, they hired directive consulting, the B Tob Search Marketing Agency with unparalleled experience in in Bent Leygen. For BDB companies, directive was able to increase a just as monthly online leads by four hundred and fifty seven percent, while at the same time lowering their cost per lead by a hundred and forty seven percent. I have a hunch that directive can get these kind of results free to so head over to directive consultingcom and request a totally free custom proposal. That's directive Consultingcom all right, let's get back to this interview. All right. Well, this second thing that you guys tested on Linkedin. I'll let you kind of explain what you guys were testing for and what you found. But hashtags on Linkedin. Really curious to hear what you guys tested for and what you found here or because you know, I know it was several weeks ago there was the change to the to Linkedins feed and I started getting, you know, these questions. What hashtags do you want to follow change the way that stuff appeared. So tell us a little bit about what you guys tested for when it comes to hashtags on Linkedin. Scott. Yeah, so I mean another side like twitter.

You know, we found and land and INSTAGRAM has segs. Are Huge. People use it to explore fine content. Facebook has never done well with segs. We've tested that and they didn't really amount to anything. So we want to see if Linkedin I've been amounting because linkedin is so different. That's how people are on the side and what they want to look at. And so we used as the Gore Poles page and my personal profile again and tested about twenty peaks of the content with Hashtags and twenty pieces of the content without post you kind of one of each of those per day. And and we just put in because I wanted us to get in. You know, we had to give a base line, basically, and so I just use one Hashtag just to kind of see what one has tag would do to a post. And so there was hashtag social media tips, because it was relevant to the content, and a Hashtag that I've seen other people posting as well. And so that's what we did. We posted either a link to our blog posts, our main blog, or a link to the social media laut kind of went back and forth between the okay them. So that's kind of how we set it up and how we tested. Now we could and multiple Hashtags, but again, I think that's use the results a little bit. Yeah, totally one page controlled and yeah, the next thing weals. The next thing might be our what that happens to be one versus five or you know too and it's supposed that. Well, I have to say if you can't, you can't find this when you have in our website, we haven't published it yet. So you know, you're getting it here first. Yeah, you're getting exclusive information. We've got even images done for the post. Yet I just I could and so bea so it's very relevant for right now. are in the test just like a month ago. So it's not it's not that whatsoever. So we found on the Gore Poles page we use our business stage kind of the first example. Impressions of those twenty posts on average without half tag was about sixty one and a half, where the one with hashtags was about eighty four and a half. So impressions were thirty eight percent higher when we put a Hashtag in our business post. And these are all linked posts. Are All we didn't use the text. We want to use links all the times, the same type of post, the only difference being Hashtagg or one assay. That was the only thing. We're looking at impressed, not engagement, while engagement is important, obviously, you know. I want to look at him putting a Vitas and impression college to getting the exposure change by adding the Hashtag. So that right. That was just a big difference there. And then on my personal profile, without has tags a views were eighty six on average. The with one Hashtag was one hundred and six, so about twenty three and a half percent higher. All my personal profile and then if I take those two and average in together, it comes out about twenty nine point five nine percent higher impressions when we put one Hashtag in the post, as opposed to not getting using a tag at all, which was intrigued to me because, you know, that's not what I thought. Linkedin why they work? You are people really searched? Perhaps it, but, like you just said, Linkedin is pushing it out there because they want people to...

...engage. instagrams doing the same thing. Yeah, they're letting you follow hashtags now instead of having the search for a Hashtag. So if there's a Hashtag relevant to whatever industry you're in, whether it's construction industry or, you know, optometrust or whatever it might be, there's Hashtags for your industry and they can see that based on what you're talking about, what you're posting about, which profile says and it it's so following those Hashtag. I think they're going to help people a lot. So the fact that these were higher was was pretty interesting. Yeah, to me. Now, now one caveat here, even though it is higher. I mean twenty nine a half percent higher pressions, makes me automatic to go, okay, I'm going to make sure I post at least one Hash tag moment. Yeah, well, there's something to this. But if I were to take it into the geeky statistical significant calculator that we had, we actually have a GAL staff, because ankle on, he's in for in our Paris office. He's a data sciences by trade. That's what he's trained for and he worked in the banking industry and Paris for years. So he's actually pushed back on the lot, you know, and given us as our own formula to kind of work with, which is the Geeky p value and the that it's all concerned. I just plug it in and it gives me a number, but I looked at it, you know, a lot of different ways to say, you know, the impression, number of posted impressions, are they significantly statistically significanty a stumbled that times and the number of posts, the clicks post, the social action trying to seek. Could I come up with them? That said, this is one hundred percent statistically significant, meaning, you know, if I would to repeat this again, would I get a ninety five percent P value? Ninety five percent as the standard and when it comes to data science, which is really hot, it's a really, really hot no matter how I plugged in these numbers, it came out to about seventy two, seventy five percent. That P value, which today, for me, that's still a lot. I mean I still still tell me performing better, but I can't, you know, put the you know, statistical significant stamp on it's a hundred percent and say this will happen, that you're always get that twenty. Some essens increase. But okay, it's enough for me to go okay, this, this shows me that's worth putting that in there. And it could increase over time, because it's like any says, the longer we were to do this, it probably would increase because more people might start following that Hashtag and be involved, you know, looking at them feed. But it's a high number and so for me I can say that that the post with the Hashtag obviously the clear winner here as a not including it, but it, which is such a as a mark or it's such a different thing to think about. But the Hashtag on us, on linked in change, if he I even said Instagram when I said that, because yeah, just muscle memory. They're well, I think you know, two great takeaways here one. There's obviously a big difference in the text only status updates and ways that, you know, our audience can start to leverage that for both their company pages and personal profiles on...

Linkedin. You know, not as huge of an increase and maybe, you know, we'll see how linkedin's algorithm continues to favor hashtags. It's somewhat newer on the platform in the way that they've rolled it out the way that it's being being implemented, so be interesting to track that there. So, Scott, you know, to take it to next steps. If people listening to this would like to follow more of what you guys are doing at Social Media Lab, either your podcast or any of the things that you guys are putting out, putting data behind, you know, Social Media Marketing Best Practices, what would be the best way for them to go about doing that? Man, yeah, wherever you listen to podcast, to search for Social Media Lab, you'll see a guy with you know, we'll see the science little emblem. That's our our podcast, me and Richard Beasan teammate who does a lot of our data stuff as well. either. He's the main host, so that I co hosted with him and you can go to Gore polescom forwards social media lab. We kind of have our own room in our house, basically on the website. Yeah, dedicated to social media labs, and we have powsome with it. We've got it. We've got a little character. It's our scientists that we call pat a lot. We felling pat, we just do. He's got a orange hair and where's the lab coat? We have fun with, you know, our guy and makes for images for us as an outstanding job of kind of puting of different things than I actually even though there's a't on video I actually have a lab coat and orange wig that I we're sometimes down on meetings just to be a little juicy and followable ranny a little bit more. But yeah, so look forward to the probably the best way to finds in and social media. Wise we just use a Gore Polt store Addagora polt everywhere on the social awesome, awesome. Well, Scott, this has been a great conversation. Thank you so much for coming on the show man. Before we let you go today, folks, we wanted to give a shout out to an upcoming conference. The impact summit is coming up here in a few weeks in Salt Lake City on October thirteen. Extending your increase on social media is going to be one of the topics. There's also going to be great presentations and breakouts on building your personal brand becoming a thought leader in your space. Our founder, James is going to be speaking at the event, so if you're interested in that, take a look at influence or ink dot coeo impact summit to learn more. There will be a link in the show notes to the event so you can go check it out. You can get your tickets there. If you do buy tickets, make sure you use the promo code sweet fish. All one word sweet fish to get fifteen sent off the price of admission and look forward to connect in with a lot of folks there. Becoming a thought leader doesn't just happen. If you want to build a strong personal brand and extend your reach online and offline, you need a plan. Want help developing yours, check out impact summit. This one day event is bringing together best selling authors, professional athletes, influential CEOS and emerging entrepreneurs, all for one purpose, to equip you to lead,...

...influence and inspire. Whether you're looking to build a lasting legacy with your business or extend the reach of your brand. Impact Summit speakers will share inspiring stories and practical lessons to help you on your way. Did we mention a session on launching and growing a podcast? You guessed it. You'll hear from sweet fish media's own James carberry during that session. You won't want to miss all of these influencers and leaders coming together in Salt Lake City on October thirteen. Ready to learn more? Check out influencer INC DOT coeo impact. Some be tob growth listeners can get fifteen percent off the price of their tickets for this event by using the Promo Code Sweet Fish. Sweet Fish, so use that code, get your tickets today and get ready to grow your brand and your influence at Impact Summit two thousand and Eighteen.

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