One of the great strengths of Digital Marketing is the ability to work in highly targeted communication channels that allow a relationship with a much more qualified audience.
One of the classic examples of this communication directed primarily to the B2B market is LinkedIn, as this network is focused on professional relationships. Therefore, the network is an extremely important medium for the segment, it is time to search for professionals, is the time to talk to your audience and prospect potential customers.
Within LinkedIn, there are some tools that are particularly important to enable this relationship. One is the network publishing platform – LinkedIn Pulse, which is available to users since 2014. It is a great opportunity for those who want to put their content to reach the audience on LinkedIn and should be considered in a strategy Marketing digital .
Using this platform, you can publish on LinkedIn own content longer, which appear to your connections and for those who follow you. These texts become part of your profile, which can cause you to become a reference in matters about which writes.
Although this functionality is only possible for user profiles in the network (and not for Company Pages) it is nonetheless interesting. This is because, according to research conducted by LinkedIn, 75% of its members read or interact with content on the platform at least once a week. In addition, research shows that, on LinkedIn, the trend is that users want to know more about a company and start to trust her when employees publish content.
Although the platform has gone through some updates recently published on LinkedIn Pulse remains very easy. See step by step below:
1. On page of your news feed, in the “Share an article, photo or update”, click the “Write an article”.
2. Once you click the button, a new screen will open: the text editor, very similar to any blog editor.
Now, get to work: use this space to write about a subject that is of your domain. Include links to other interesting and relevant content, choose an attractive title, add images to illustrate your content and do not forget to include references when citing content from other authors.
3. When the text is ready, simply publish it by clicking the “Publish” button in the upper right corner of the screen.
Even after the text is published, you can edit it. Simply enter the publication and click the “Edit item” button.
As soon as you change the text, just publish it again and it will be updated and available on your profile.
4. To increase the reach of your post, share it with your contacts on other social networks such as Facebook and Twitter, and send it by email to contacts who may be interested in the subject.
5. After the publication, we suggest you constantly go back to your post to check the statistics.
You can analyze how many people like, shared and commented. If there are comments, be sure to answer them to create a dialogue with the audience that follows you and is interested in the subjects you approach.
It is always important to continually evaluate interactions with your content on LinkedIn Pulse to see if he brought results, these results are consistent with your goals and consider whether it makes sense to continue with this strategy.
Always remember that this is a channel to expand the scope of its contents. That is, many people who do not follow their content on other channels will be achieved on LinkedIn Pulse.
However, the opposite is also true: the LinkedIn publishing platform is ” rented space “, then it is important that you also invest in your company’s blog to ensure their authority in matters related to your business.
Social networks change very often and create features that can generate income for themselves in the future. An example is the EdgeRank Facebook, which limits how much your posts appear to your contacts or people who liked your Page.
So, do not rely 100% of its strategy to channels that are not yours. Invest in creating your own asset over time, leveraging social media to extend the reach of your content.
In general, however, post on LinkedIn Pulse may end up being a dilemma. This is because the content ends up being limited to the platform and does not allow you to have control over many other elements (design and page links, for example), as is the case with your own blog.
For this, there are some solutions. The first solution was found that some people publish only a summary or introduction to the subject and then a link leading to the fact that blog.
Another alternative is to publish the post on the company blog and wait for some time (may be about a week) before publishing it on LinkedIn Pulse. At first it may seem that this tactic will generate duplicate content issues, which would in Google penalty. However, some research has shown that this does not happen if done correctly, because before publishing your site search engines recognize that he is the “owner” of that content, not penalizing the duplicity.
A third option is to write a post similar to what was published on the blog, but with a slightly different approach. For example, if your blog post is “10 ways to produce effective content,” the post on LinkedIn can be “10 reasons why your content is not efficient.”
Whichever alternative you choose, make sure you include in the publication links to your blog or other site content. Start to measure the number of visitors coming from that channel to see if it is worth investing in the channel.
Finally, do not forget: LinkedIn Pulse is a content channel, not advertising. So far commercial messages can generate a negative image to your audience. It will then be aware of this and only post on LinkedIn content that add value to your audience.
And you use the LinkedIn publishing platform? What insights had already using this tool? To learn more about this and other possibilities to use LinkedIn on their digital marketing strategies, download our eBook Introduction to Marketing on LinkedIn !