There is no doubt that social networks have become brands’ best allies, as in the case of LinkedIn Pulse. A new alternative offered by this professional platform so that users have the opportunity to continue building closer relationships.
In the business world, this social network is widely used, as it is possible to find valuable profiles. It is not intended for a specific industry, there is quality content for every niche market, which is why it is a great opportunity for businesses.
So if you use this digital platform or are interested in getting started with it, you need to know everything LinkedIn Pulse offers. The idea is that you can create a much more robust inbound marketing strategy based on this new offering.
Learn more about LinkedIn Pulse
Surely you have already heard about LinkedIn Pulse, it is a new feature that allows users of this social network to write their own articles. As well as being able to share the result with your contacts and also with the entire community.
This new proposal is very interesting, as people will have the opportunity to demonstrate their professional knowledge. Not only that, but it is also great for getting important insights for others. It should be noted that companies can use it, this can help them establish authority.
For example, if you post good content on LinkedIn Press about the company’s business area, it will help you reinforce the image of professionalism and mastery of the subject matter. This will attract users and make them want to learn more about your company and what you post.
Keep in mind that this new LinkedIn feature functions as a tool for applying content marketing strategies. It is also called inbound marketing in this social network, so it can end up being the best ally in your strategy.
Why use LinkedIn Pulse?
It is always important that you are clear about what a new tool can offer you, know it thoroughly before you use it. Because this will help you know what you will find along the way and what it can contribute to your marketing strategies:
It will help you increase your reputation on LinkedIn, because by publishing your articles you will be working with differential, high-value action. Long content allows you to amply demonstrate your knowledge, which makes your industry see your potential.
By having a good reputation you become a reference in your industry and this in turn will grow sales.
It generates more visibility for your article, which is why the social network decided to give Pulse a special section to highlight them.
Ideal for improving your social sales index: this index takes care of your positive results on the platform. It is one of the most important metrics of this social network, so it is necessary to make it high.
It will help you rank well in Google. Therefore, articles posted on Pulse are a solid starting point to rank well in SERPs.
Use LinkedIn Pulse in your inbound marketing strategy
LinkedIn Pulse is undoubtedly ideal for those seeking a position in the professional marketplace. It is a way to demonstrate your potential to potential stakeholders through quality content. It also works for companies, but there is no dedicated version for them.
In that case, what you should do is to position your company’s employees as representatives within LinkedIn. They will be in charge of making publications on behalf of the company, that is, they will be the official spokespersons. So they must have certain characteristics such as:
They must be prominent employees within your company. For example, a post written by the sales manager may have a greater impact than an article published by a sales assistant.
The person you choose must have a high degree of involvement with your business. Remember that they will be working with content that represents the brand within their personal social network profile.
The employee’s profile should be easy to associate with the company itself, so it should always be up-to-date.
It is essential that in the “Experience” section, company name, position, date of entry. In addition to the position, job description and at least one link leading to your company’s website.
The keys to success on LinkedIn Pulse
You already know the essentials of LinkedIn Pulse, whether you are a professional user or want to use it as a business. But it is also important that you know some techniques you can apply to be successful using this new feature:
1.- Define your content
The first thing you need to do is to define what content you will publish. Make sure there is consistency between the articles you post on this social network and your marketing strategy. This means that the content on LinkedIn and the content on your Web site or blog must be consistent.
You should also know that it cannot be a copy of the content posted on your blog. Keep in mind that this can negatively affect your page’s search engine rankings-remember that this is one of the principles of SEO.
If you want to publish the same content on both channels, what you can do is work on the same topics in both, but with different perspectives. Just keep in mind that on LinkedIn it will be shorter, while on the blog it will allow a deeper dive.
2.- Create an editorial calendar
It’s important that you get organized; it’s not just a matter of defining the guidelines you will post on LinkedIn, but creating an editorial calendar. But keep in mind that this also requires you to be aligned with the editorial calendar of your blog and other social networks.
This will give you the opportunity to present interesting and valuable content to different audiences. Most importantly, it can be disseminated through various channels.
3.- Work with a structure that makes an impact
Think about the structure that best suits your needs; remember that each space is managed differently. In the case of LinkedIn Pulse, high-performing long-form content has been shown to use the words: who, what, when, where and how in headlines.
It should be noted that the list format also shows excellent results. In addition, you can also work with trends in your industry, as they have also found that they work well. This is because users are interested in learning more about the industries.
4.- Use an interesting title
The title is the first thing readers will see, so you need to write one that grabs their attention. It should be able to reflect the topic you are about to discuss so that users are encouraged to read the article. Consider that the optimal length for LinkedIn post titles is 80-120 characters.
If you want to make sure your headlines are really effective, you can test them in CoSchedule. Another option is the Advanced Marketing Institute’s Headline Analyzer; both tools are completely free.
5.- Write extended publications
Users who consume content on this platform are usually professionals. Therefore, they are looking for much more in-depth articles, as currently the most read, linked and shared blog posts are the longest.
Today, articles can contain 1,600 words, but LinkedIn posts need to be even longer. Keep in mind that those that receive the most views, likes, comments and shares average between 2,000 and 2,500 words.
6.- Create content that is easy to read
Since this is more extensive content, it is essential to make it pleasing to the eye. Think readers scan it in advance, so you should focus on making it easy to read. To do this, you can apply bulleted lists and shorter paragraphs.
You should also use subtitles that give a proper preview for the paragraphs that follow them. In this case it works the same way as for headings-the shorter and clearer they are, the more successful they will be.
7.- Add images that encourage participation.
Not everything is pure text, remember that today’s consumer opts for more visual content. This is why it is so important to add images, as they are able to capture attention and generate more shares, likes and views on LinkedIn.
We recommend that you use a new image every three to five paragraphs. Remember that these are much longer articles and this visual element helps to lighten the reading, as it makes a very aesthetic cut in the text.
All in all, Linkedin Pulse is just one of the digital channels that supports your Inbound Marketing efforts. Not sure where to start? At Antevenio, we help you create an Inbound Marketing strategy that turns your potential customers into enthusiastic promoters of your products.
