LinkedIn is all about representing yourself and/or your
company, what you know, who you know, and how you know them. In February of
2014, LinkedIn
announced Pulse, a popular newsreader for web and mobile that would make
LinkedIn even more of a “professional publishing platform.” Although Pulse has
been part of LinkedIn for over two years now, it seems as if a lot of B2B
industries are not utilizing the publishing platform that can connect them with
millions of executives, entrepreneurs, and workers. In fact, roughly 90% of CEOs turn to LinkedIn as
their daily news update, since they can find industry-related topics. If you
are a B2B business, NOW is the time to dominate LinkedIn Pulse. BUT, don’t jump
the gun just yet – publishing to LinkedIn is nothing like creating blogs for
your company. The audience, the tone, and the overall appeal of content on
LinkedIn Pulse are unique.
Surveys have shown that the majority of companies,
corporations, and agencies who are not yet publishing on LinkedIn simply don’t
know how, so here’s Tandem’s guide to publishing on LinkedIn Pulse:
Navigation and
Implementation: Creating the Perfect Pulse Post
·
The main status bar of your LinkedIn should
denote: “Home,” “Profile,” “My Network,” “Jobs,” and “Interests.” Under the “Interests”
section, you can select “Pulse” and then click “Publish a post.”
·
The second way to publish a post on LinkedIn is
through your homepage, where it says “Share an update,” “Upload a photo,” or
“Publish a post.”
·
While you are drafting up your piece to publish
in LinkedIn Editor, the top left will give you current potential topics and
related ideas in case you are experiencing writer’s block. However, Tandem
recommends that businesses try to choose a topic that has not yet been fleshed
out and published on Pulse, in order to try and dominate that discussion.
·
Choose your title wisely – a lot of the success
of your published post is going to rely on your title. If your title is not
either keyword rich or engaging, you can expect that it will not receive much
engagement.
·
Every time you publish a post, your connections
will receive a notification email that has the title of the post in it.
·
“How-To,” “List,” and “Visual” posts perform the
best on LinkedIn; “Questions” do not.
Tandem
Interactive is a boutique online marketing agency in South Florida, and is
always implementing industry-best-practices for our clients, including LinkedInPulse articles. Your LinkedIn publication should not be a simple re-sharing of
a blog or article on your website, but constructed to be informative for your
industry, readable by executives and potential B2B partners, with a very soft
sell. LinkedIn Pulse is a great way to show that you have the experience and
knowledge that your profile denotes and gives you ownership to the content in
which you publish on its platform.
