LinkedIn used to be just another social network, albeit one catering to professionals and business executives. Suffice to say this has changed in the last five years. Developments like LinkedIn Pulse are changing the business-oriented social network from a job-hunting and recruitment platform to a full-fledged marketing, sales, and lead-generation channel.
Before LinkedIn acquired it, Pulse was a news aggregator app like Flipboard, curating news from different publications. Since then, it’s become an important LinkedIn content marketing machinery part.
In this guide, I’ll go over a few of the most common questions I get on LinkedIn Pulse marketing, offering insights as to how you can leverage the platform for your business.
❔ What can executives do with LinkedIn Pulse?
The ability to publish content on LinkedIn is a simple yet effective way to build authority. LinkedIn Pulse is a platform that lets you share your company knowledge with the world. In turn, this makes your brand more visible and appear more trustworthy to prospective leads.
Of course, LinkedIn popularity means Pulse is saturated with content. Aim for specific topics or niches to target your content and make it relevant.
❔ What benefits does LinkedIn Pulse offer?
Your profile displays each published LinkedIn Pulse content asset on your profile, building credibility for new connections and leads. And as users share your posts inside and outside LinkedIn, your content positions you as a thought and industry leader.
In addition, because you already primed your LinkedIn audience your content, engagement possibilities are endless.
❔ Is it worth your time to publish articles on LinkedIn?
Turning LinkedIn leads into clients requires time and effort. Although your content marketing goal should always be to improve your bottom line, the goal isn’t to sell. Rather, you should build relationships before asking potential clients for contact details, job titles, or other personal information.
According to one marketing survey, “every respondent said that content helps change the brand perception of the brand producing it.” Simply put, be sure to have realistic expectations to gauge whether LinkedIn Pulse is worth trying.
❔ How do you get started with LinkedIn Pulse?
Getting started on LinkedIn Pulse is easy enough, thanks to the platform’s user-friendly interface. And, much like running your own blog, certain content types work best.
- Instruction or “how to” posts
- List articles or listicles
It also helps if you time your posts effectively. Because LinkedIn’s users are mostly professionals and executives, certain days of the week and times of day see higher post engagement likelihoods. For example, Monday mornings are probably not good post times because everyone is busy starting their workweeks. Don’t be afraid to experiment and A/B test to get your timing down pat.
Bottom line? If you’re serious about content marketing, LinkedIn is a great place to start. Self-publishing on LinkedIn lets you target a vast user base of like-minded professionals, helping you gain industry visibility and — more important — track and nurture new leads.
[cta]I can help you find groups, build relevant content and create specific strategies and tactics to help build your LinkedIn relationships. Contact me, Mark McIntosh, at 972-998-5132 or schedule a meeting with me at www.ScheduleACallWithMark.com.[/cta]
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