Publishers are pursuing any number of digital avenues for supplementary revenue or increased exposure. Social media is by far proving to be one of the most useful and lucrative of those opportunities to leverage. In particular, LinkedIn is one of the strongest social media choices to use when it comes to business use for publications.
LinkedIn is one of the four largest social media channels used, but when it comes to using social media for business, it is often overlooked. That likely spawns from LinkedIn being less of a social arena and more of a networking space. It is for that reason that it is actually a great option for publishers, and why 91% of executives rate LinkedIn first when it comes to consuming social media content.
When it comes to leveraging LinkedIn, the first thing to know is that publishers should not be using it for “social selling.” Social selling is the equivalent of targeting a distinct segment of social media users, establishing rapport with them, and then nurturing those individuals as leads for your sales funnel. While it is a common practice for businesses leveraging social media, it is not the best direction for publishers. Instead, publishers should be using LinkedIn as an outlet and establishing a digital presence through what they do best, publishing content.
Leveraging LinkedIn for publishers is not as easy as flipping a light switch, but there are some tried and true steps to help publishers pursue the opportunity.
- Build the profile to focus on “how you can help” and not “what you do.” LinkedIn started out as an employment and network space, and it still leans heavily that way. People can figure out what a publisher does from their website and publication. The profile should instead focus on what kind of content the publisher provides, and how that content is of benefit to the viewer.
- Balance content to be mostly informational with a hint of promotional. People can handle a little bit of self-promotion and pushing towards “loyal readership.” That said, like any content outlet, readers want value out of what they read. For every one piece focused on promotion or “selling,” do 10 pieces of value.
- Be frequent and be unique. A paper or magazine with inconsistent publishing does not normally have traction with readers. It does not matter what medium of delivery; that rings true for digital content publishing as well. In the same vein, putting the same content everywhere may give each story more reach, but it does not provide nearly as much value for each outlet. Keep content coming on a schedule, and make sure at least half the LinkedIn content is unique to the channel.
- If publishing on LinkedIn, keep the reader on LinkedIn. Like any 3rd party outlet, LinkedIn’s primary goal is to keep users on their channel. That means anything that would push a reader to leave LinkedIn is going to get less results. Also, every social channel has an algorithm that also determines what content gets more or less emphasis. Play to the algorithm’s settings and keep the reader on LinkedIn, and good results are sure to follow.
There are plenty of other useful tips and tools to master LinkedIn for business, but when it comes to a publisher’s starting to leverage it, these four steps should set a strong foundation.
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