by Paul MacKenzie-Cummins, Editor and managing director at Clearly PR
LinkedIn. Once the darling of the recruitment industry but less so more recently, thanks to some of the major changes that the global social media behemoth has introduced in recent months (blame Microsoft!), LinkedIn still has a key role to play when it comes to your personal and agency PR.
Trouble is that too few of you seem to recognise what that is (spoiler alert: it has bugger all to do with uploading jobs or posting the odd update here and there).
We’re talking about Pulse – LinkedIn’s (free) content publishing platform that has the potential to truly position you as someone who really does know his or her stuff. Here’s how.
Pulse’s power lies in its ability to establish you as a thought leader in a particular field by posting high quality and valuable content that demonstrates your knowledge and professional expertise in that area.
Being positioned as a thought leader in your industry adds credibility to you and your business and increases your brand reputation.
However, given the sheer number of LinkedIn users, it’s imperative that you produce high-quality content that differentiates you from the crowd. Identify your niche area and share your professional expertise.
After all, people come to LinkedIn to find business insights, so posts that offer hard business advice are the ones that tend to be read most often, and generate the most engagement.
Be sure to avoid sales-orientated content, you need to offer more than just self-promotion. Perhaps you could write about current industry trends, your views on relevant news stories or tips and advice.
Contribute your own perspective and opinion on issues and be sure to avoid. Posting regular, interesting content (we recommend a fortnightly post of between 400 and 600 words) is the best way for your followers to perceive you as an expert in your field.
LinkedIn has the potential to majorly expand your reach and develop a greater following among the wider LinkedIn community, driving your exposure as a thought leader to a whole new level. You will be able to make the most of your connections, as your posts will appear on their news feed and as a notification.
Your posts will also remain tied to the top of your profile so your insights are showcased whenever someone views your profile. Don’t worry if you don’t have many connections, your posts will be readily available to users beyond your network and will show up in LinkedIn’s article search.
Appearing at the top of an article search can go a long way to developing a new business opportunity. Posting on the platform therefore has the potential to grow your audience exponentially over time.
The other great thing about LinkedIn is that you can monitor and evaluate your content’s performance, immediately seeing the number of views, likes, social media shares and comments that it has received as well as the and the amount of followers and mentions you have accumulated. These metrics enable you to compare posts and establish what works and what doesn’t so that you can improve the performance of future posts.
What’s more, LinkedIn articles are brilliant in terms of their ‘share-ability’. You can maximize your reach and engagement by distributing your work elsewhere, sharing it on social media and providing your post is relevant, on your LinkedIn company page.
What’s more, you can also host your article on your own dedicated blog to drive traffic to your website, though I would recommend posting in on your company blog originally to help with SEO, and then linking through or posting from your personal blog, or any other you have access to.
Posting your article into LinkedIn groups will also help get you noticed by providing other group members with engaging and valuable information that they will appreciate.
Be sure to regularly contribute and start discussions – framing your article posts as questions is a great way to encourage engagement.
Raising your profile, increasing interaction and positioning you as an authority figure, LinkedIn really is a great and overlooked addition to your PR toolbox.
If you would like more advice on how LinkedIn can benefit you or if you would like help with any element of your PR/marketing strategy, give us a call.