Are you using LinkedIn Pulse to build credibility, share resources, generate leads, educate the masses or get on your soapbox? For whatever reason you use the platform, you want to do it right. It’s is so simple and easy to use, anyone can do it. But not everyone gets it right.
“What’s LinkedIn Pulse,” you ask? It’s LinkedIn’s blogging platform that has taken off since re-launching in June 2015. The major bonus of posting or re-posting content there, besides the views and potential conversions and connections, is that every one of your followers receives a notification that you’ve posted something new. That is a big bonus, especially if you have a large following of targets and constituents.
From the LinkedIn blog:
Pulse today powers a lot of content you see on LinkedIn’s homepage feed. Pulse content is also delivered to millions of users every week via the email digest. And perhaps most interestingly, Pulse now has its own organic content. Thanks to the publishing platform, over 130,000 unique original articles are now published every week in the LinkedIn Pulse ecosystem.
So you see it’s powerful. Don’t mess up your chance to make a statement that means something.
Here are 7 Tips to Build a Winning Strategy
- Write short, descriptive and pithy headlines that tell readers what the story is about in a nutshell. For example, don’t use “Let’s Take a Test Drive,” or “Meet in the Middle During the Last Quarter,” or even “What Do You Believe?” All of these are actual headlines from respected professionals here on LinkedIn (names are redacted to protect the guilty). Instead, go for “6 Ways Insurance Brokers Overcharge,” or “Content Marketing Checklist: Get Started with the 6P Approach,” or quite possibly, “The Simple, Life-Changing Question Hardly Anyone Can Answer.” Use your words as judiciously as possible to convey what the reader should expect to learn.
- Use links throughout your post. Just like all good web content strategies, you’ll want to keep your readers engaged and then link them back to your website or landing page to get them learning more and hopefully making the conversion of your dreams.
- Include images – either graphics or photos — similar to those you might use in a blog post. Give this some thought and make sure the pictures match the words. We can’t boil it down to any more than that. If you’re re-purposing blog content, you may want to choose photos which match your brand guidelines and not choose avant garde stuff just because you like it.
- If you’re trying to develop a platform or a following, remember the old advertising catchphrase, “repetition builds reputation.” You need to publish on a regular basis.
- Now that you’re writing regularly on a schedule, you’ll want to make sure you are presenting your ideas with a cohesive theme. Stick to the same subject area and show the world your expertise. Avoid discussing your existential angst in a post-modern world this week and your stance on medical marijuana next week.
- Check your Pulse analytics to see if you’re growing a following. Check your Google Analytics to see if the post is generating traffic to your desired landing page.
- Respect the platform and give your followers useful, thought-provoking and well-researched content. Please avoid the self-aggrandizing blather. It’s common – and you’ll start to get ignored in the news feed.
We Have Our Fingers on the Pulse
Looking for new ways to engage your audiences? Contact The Fairmount Group today to discuss marketing communications strategies for your brand.