July 7, 2017
Do you often find yourself struggling to get leads from your social media marketing efforts? It is not an uncommon problem faced by marketers and small business owners. To get consistent leads for your B2B business, you must stand out as an expert in your industry.
“Leverage the strength that you have: that no one else can be you.”
– Todd Wheatland
LinkedIn is a fast-growing professional network that can help you to get those consistent leads for your B2B business.
The platform came up with its publishing feature called Pulse in the year 2014. LinkedIn Pulse provides a simplified user-interface for marketers and business owners to add original and engaging content. It is a high domain authority platform to create expert content for your business.
When you share your Pulse post on your LinkedIn Profile, it is available to your first level connections. If they happen to like it or comment on it, your second and third level connections can see it too. The feature helps you to reach out to people who are beyond your network.
Content published on LinkedIn helps you to showcase your expertise and build credibility for yourself and your business.
The following research shows that the average shares for B2B content are higher on LinkedIn when compared with Twitter:
LinkedIn helps you to connect with your prospects and provide them useful and informative content.
Here are 10 hacks to generate leads with LinkedIn publishing:
Post Articles Regularly
You must have a regular posting schedule for LinkedIn pulse. It helps you to build a loyal audience for your content.
Choose a niche and create a list of topics that you wish to cover. You can easily do two posts a month, in the beginning. The following study shows that posting your articles on Thursdays is likely to fetch you more views.
Make Your Content Stand Out
Do your keyword research before deciding on the topic of your posts. Watch out for trending stories and see how you can add more value for your readers. Embed a video in your post to make it more engaging for your audience. You must add related images, graphs and quotes to make your story more interesting. Your content is most likely to get shared if it’s a ‘how-to’ post or provides some advice to the audience. Take a look at this study:
The following study shows that your post is likely to get more views if it is divided into five headings:
Promote Your Posts
You must share your LinkedIn Pulse articles on all of your social media profiles.
The graph above shows a high positive correlation between Twitter promotion and the number of article views.
Create multiple captions to schedule posts on social media and leverage from the reach you already have on these channels.
Promote your article on LinkedIn groups by participating in relevant conversations. It will help you to reach out to people who are outside your network of connections. Share your Pulse stories in a newsletter to get more subscriber engagement.
Add a Call-To-Action
You must add a call-to-action at the end of your post to drive visitors to your website. Tell them briefly about your services and ask them to visit your site for more help. You can drive visitors to your home page or your service page and see which strategy works better.
Spruce Up Your Profile
Having a professional profile picture and bio is an essential. Your profile headline and bio must talk about your domain expertise. You must also showcase your company name and your website to drive more traffic back to your site.
Grow Your Network
It’s crucial to expose your content to your target audience. Send out LinkedIn connection requests to your prospects. Add a short note in your connection request as suggested by Neil Patel in this post:
Send at least five to 10 connection requests on a daily basis to ensure your network is constantly growing.
Manage Post Comments
If your post content is good, it will start getting engagement instantly. You must keep track of your post comments. Make sure you are promptly responding to each.
Network with Thought Leaders
Curate tips from thought leaders in your industry and do an interesting roundup post. It will help you to build a relationship with key industry influencers. Besides that, they will be happy to share your content piece with their network, helping you to expand its reach.
Get More Followers
Once you have a bunch of quality posts on your LinkedIn profile, you will start getting followers on it. Your goal should be to grow your followers over time. It will help you to grow your readership.
Measure and Analyze
You need to continually work on your content strategy to optimize the results you are getting. Record the number of post views, social media shares and comments your posts receive. Make a list of all your posts and compare their performance to see which ones are doing better. Check out the posts of your competitors and see how their strategy is different from yours. Make notes on what all you can do to improve the performance of your content. Analyze your achievements on a monthly basis by tracking the leads and conversions.
LinkedIn publishing is an excellent platform for you to build both, authority and your network. Be persistent with your efforts, and you will start getting recurring revenue from this channel.
Abhishek Talreja is working as a digital marketing manager with Enterprise Monkey. He has a keen interest in technology and small business productivity. Enterprise Monkey helps SMEs and not-for-profits save time and money and increase revenue through automation, optimization and intelligence.