LinkedIn was established as a way for professionals to connect with one another, and it continues to primarily be a networking site. That’s why most businesses don’t think of it when planning their social media campaign.
However, the growth of LinkedIn has made it a great platform for promoting your brand and driving traffic to your site. By promoting content on the site, specifically, you can expand your network, establish your authority, and drive more traffic to your site.
There are five ways that you can publish content on LinkedIn. Here are the things you need to do to boost your content marketing with LinkedIn:
Share Updates from Your Personal Profile
You may not know it, but LinkedIn allows you to share status updates the same way you would with Facebook or Twitter. You can even include links and photos in your update.
The easiest way to share content on LinkedIn is to include links to your current blog posts in your personal updates.
The updates that do best are those that share news about your company, information about new products and services, and insights about your industry. Your post should also include a clear call to action, such as “click here to read the article.”
Make sure you post regularly to get the most exposure. Most experts recommending posting at least 20 times a month.
Share Updates from Your Business Page
LinkedIn allows you to have a personal profile as well as a business page, just like Facebook, and you can share updates from both.
You should follow the same best practices for sharing update son your business page as you would your personal profile.
Share Links in Groups
LinkedIn has a number of groups based on certain industries, job types, or professional interests.
You can join any number of these groups that you like, and you can share links to your content. Doing so will help you get more exposure, increase your connections, and drive more traffic to your site.
It is worth noting that you can only join groups as an individual. Therefore, it is worthwhile to have a personal page and not just a business page.
Publish Posts on Your Personal Page
One of the advantages that LinkedIn offers is the ability to publish not just a status update but an entire blog post.
LinkedIn Pulse allows you to publish posts wholesale onto your personal page. You can either write original content just for LinkedIn, or you can republish posts that have already been published on your blog.
Whatever option you choose, it is essential that you write an eye-grabbing headline. In general, posts that make a bold claim or that present a list will perform better. Headlines that ask a question generally do not get as much engagement.
Choose business to business topics for your LinkedIn posts, and include several images in your post. Video does not perform as well on LinkedIn, so still with pictures for your visual appeal.
If you are writing content for LinkedIn, try to include quotes from industry leaders or prominent users on LinkedIn. You can either re-publish these quotes from other interviews or you can try to score your own interview to get original quotes.
When you publish the post, let the person you quoted know about it. The person will likely share your post, which can get you thousands of new impressions and many new followers.
Make sure you optimize your LinkedIn posts for SEO, as well. Not only will this help other LinkedIn users find the posts, but it will also help the posts to show up in Google search.
You may wonder what the point of re-publishing content on LinkedIn is, but many brands have found that posts perform much differently on the platform. Some posts that didn’t perform well on their blog or on other social media channels got a lot of shares and comments on LinkedIn, and vice versa. Make sure you are sharing all your content on the channel.
Pay for Sponsored Updates
Just like you can do on Facebook and Twitter, you can pay for sponsored updates on LinkedIn.
Sponsored updates can help you get much more exposure, which can help you get more followers and more traffic.
Choose your best updates to sponsor, and include a clear call to action. Promoting new products and services is a good example of when to purchase sponsored updates.
You can only purchase sponsored updates from a business page, which is another reason to have both a personal page and a business page instead of just one or the other.
Don’t overlook LinkedIn in your social media or content marketing strategy. With the right strategy, you can grow your influence, establish your authority and get the traffic you need for your site.