LinkedIn continues to be a great platform for businesses who want to establish themselves as market leaders and authorities in their niche.
The network is a bit more “serious” than other social networks, where people can share stories about their weekend shenanigans or post pithy updates. Everyone on LinkedIn is there for professional networking, so there is less personal sharing and more focus on useful information.
Recently, LinkedIn launched its content aggregation service, LinkedIn Pulse, to help users find news stories, blog posts and other content relevant to their interests. Businesses are also able to use the service to promote their content and to reach more of their target audience.
Since users can tailor their feed based on their topics of interest, who is publishing the content, and the popularity of the content, among other factors, it is important that brands have a plan for getting their content in front of their users. Otherwise, their content will easily be filtered out of many feeds.
Here’s how to use LinkedIn Pulse for your business to reach more of your audience:
Focus on a Keyword
Just like when you are trying to get noticed in the search, you need to focus on a keyword to optimize your LinkedIn article or blog post to get found by the right users.
People will use a keyword to search or to narrow the results on their feeds, so it is important that you optimize for that keyword. Use it in your headline and at appropriate intervals in your content. When you post about the article, include the keyword in your description.
Write an Enticing Headline
As with any of your content marketing, you have to have an enticing headline to encourage users to click through and read what you have to say.
Otherwise, they are just going to keep on scrolling.
Your headline should share a bit about what you’re writing about, but it should also maintain an air of mystery, elicit some emotion, or make a bold claim or promise.
In other words, your headline should grab attention, and it should make readers feel something, even if it is just curiosity. They should want to click on that link and read more.
You should promote your content on LinkedIn when it is published, but you shouldn’t limit yourself there.
You should also promote your content on your other networks, including your other social media profiles, your own blog, and your email list.
The more you promote your content, the more readers you are likely to get. You are also more likely to get a lot of user engagement, which can help you get more exposure for your content.
On LinkedIn, you should promote your content in groups and on other pages. Include the link in conversations in which you are providing useful feedback. Don’t just spam your link or else you’ll alienate users and potentially get yourself banned from groups and pages.
Also, make sure you send the post to the Pulse team. Members of the team feature the posts they think are the best on Twitter and LinkedIn, helping you get more exposure. Don’t leave it to chance that they will see your content; make sure you send it to them and get noticed.
You can’t rest on your laurels with a good post or two. You need to take advantage of the exposure that LinkedIn Pulse offers and publish quality posts regularly.
By posting regularly, you increase the opportunities to get in front of your target audience. You get more exposure on LinkedIn and beyond with every post that you publish.
Posting regularly also helps you to create a catalog of quality content. Your readers can access this content at any time, positioning you as a great resource. You establish yourself as an authority in your niche and a thought leader in your industry.
You don’t need to post every day – in fact, doing so would probably be detrimental to your goals. However, you should aim to publish once a week or a few times a month.
You can publish shorter posts, but the majority of what you write should be meaty posts with plenty of data and citations. The more hard data, statistics, anecdotes and examples you include, the more authoritative your post will seem to be.
LinkedIn Pulse may be in its relative infancy, but it has already shown to be a useful tool for brands to reach their audiences. Make sure you are following these tips to get the most that this tool has to offer. You’ll start reaching more of your audience and start establishing the authority your brand needs to become a leader in your industry. You can capitalize on that exposure to boost your other marketing efforts across channels.