Content Marketing, as we know it, forms the backbone of all our optimization needs; more so when a well written piece is valued across varied social media platforms.
Being a professional, I had to make multiple switches from one platform to another, just for a bit of attention and a lot of credibility.
My migrations took me closer to LinkedIn, an arena which was once reserved only for the selected influencers.
Trends have transformed and here we stand united, putting the best content strategies in-line for LinkedIn.
Is the concerned media platform worth your effort and time? This question came in when I was looking to draft my first post for this social network.
Honestly, I didn’t find many but a few which amazed me had something similar about them.
For all those who are set to give the LinkedIn publisher a genuine try, must stay away from the perfunctory attributes which might not go down well with professionals.
Leads are important and LinkedIn will give you all, but….
Coming to the surveys, LinkedIn offers the more credible social networking options, generating more than 80% of B2B leads as compared to likes of Facebook and Twitter.
Social leads galore but users need to be skeptical. Not every other post gets the needed attention here and strategies must be tweaked, for suiting the needs and standards of the multiple forums, posted in.
Getting 4000 views and over 200 subscribers aren’t that difficult if your post is good and pitched in perfectly.
LinkedIn offers a wider audience to cater to which might not be the usual college goers and homemakers; its hardcore professionals we are talking about.
I watched, I administered and finally I look to execute the ideas, but not before sharing my findings with the fellow marketers who might be getting thwarted with the lack of recognition at LinkedIn.
These five aspects would help any post surge up at the concerned Social network and transform the same into a potent marketing tool:
1. Publisher Titles: A Justified Obsession
Post titles need to be informative, crisp and range-bound!
This might be an outline to the findings of Search Wilderness’s Paul Shapiro whose survey excavated a 40-49 character title limit for the successful posts, searched across over 3000 successful Pulses.
The range isn’t what signifies attention but the fact that the title must be visible underneath the teaser.
I wish to truncate the title for this write-up as well and the request will shortly be made to the concerned authority!
Basically one needs to cut the additional fluff and draft the title sans jargons and adjectives. Being simple works the best!
Besides a straightforward title, the reason has to be included but without scaling beyond the stipulated mark. Adding a word or two to instigate alertness always works, like the ‘Potent’ in the provided title might make you flip through the pages.
“How to” posts generally work the best on LinkedIn as professionals prefer cutting to the chase with a title which focuses more on the methodology.
2. Not to Forget— The ‘CONTENT’
Content stakes are definitely higher on LinkedIn, as for the professional hierarchy involved.
Hardcore strategists look to strengthen their network and update profiles while loosely drafted content often takes a backseat.
Great content is what pitches in perfectly here, showcasing the relevance associated.
Touching on the topic isn’t all what is needed out here; if you have a story, share it with generosity!
Longer posts aren’t just meant for filling the voids—featured articles need to be drafted—posts need to be longer now.
Just go on telling, till the story unfurls and explains itself; leave the rest to LinkedIn. Another factor which has to be considered is that LinkedIn Pulse is allergic to reposts.
As Google indexes the LinkedIn posts, penalties are certain. Still, if you are looking to re-share something which might be useful to the professionals, re-drafting the same in a comprehensive manner is all that would be needed.
Make it new, Make it Relevant!
3. Opt-In Offers: Customized ones Work Brilliantly!
Freebies are always tempting and even the hard-faced LinkedIn encourages a few of these.
Drive Opt-Ins like downloadable templates which are relevant to your post, for maximizing the results.
For instance if your are planning to show-off your skills via a tech specific post, adding in a few downloadable links and subscription offers fit in perfectly.
Analyzing, before the opt-ins are added is a must, as nonchalance is definitely not something which LinkedIn stands for.
4. Driving Opt-Ins: Look for Lead Pages
Redirections have always been eyesores to my online clientele. Opt-In offers are great but not when the clickable link directs the readers to a complicated and unresponsive landing page.
Let your readers enjoy the at-post flexibility with LeadPages attributes added into the mix.
I personally prefer the Lead Box which gives a proper insight of the subscription offers and forms, directly underneath the drafted post.
This results in visual harmony between varied opt-ins and the concerned article.
The reader just needs to fill in the details and download the needed resource, without being redirected out of LinkedIn.
Sounds compact, isn’t it!
Lead Box might just be the right tool for you as it boasts of higher conversion rate and would definitely add in a lot of subscribers to your purported post.
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5. Conclude the Post with Subsequent Steps
Every post in LinkedIn is customer specific and has an associated message for the readers.
For your post to be successful the message must be read aloud at the end and the readers must be urged on following the defined modus operandi.
This calls for the inclusion of Steps, Ways of Applying and other related sections at the end of the post.
Catering to the hardcore professionals, these inclusions would definitely boost blog engagement and lead the influx of comments and shares.
Direct and easy steps need to be pushed in as then only would the discussion be engaging. For Example “Share this Post on LinkedIn” happens to be a small line but certainly taps in as a ‘Call-to-Action”.
This motivates the user into sharing the ideas, in this case the post and also enhances the visibility across multiple forums.
As proposed, LinkedIn is nothing short of an enigma when it comes to online content marketing while adding a post to it requires a lot of intuitiveness.
Opt for the LinkedIn Publisher for putting action into words and sharing the content across wider domains.
The aforesaid steps are bound to pitch in perfectly for the readers and even the writers, allowing them to be customer specific at all times.
What needs to be inferred is that the competition might increase even for a smaller chunk of customer attention with more people flocking the publishing market!
This can however be combated with thoughtful content drafted on referring to the analytics in picture.
Just resonate with your Audience over LinkedIn, leave the rest to the Pulse!