How to use LinkedIn Pulse in your Marketing strategy and to increase traffic to your blog – WAU
Social networks play a central role in Digital Marketing strategies. So it is essential that you know your tools and features! And WAU has been working hard to produce content that will help you keep up with the developments and news of the main social networks. Of course, on our list of priorities, […]
At social networks play a central role in Digital Marketing strategies.
So it is essential that you know your tools and features!
And WAU has been working hard to produce content that will help you keep up with the developments and news of the main social networks.
Of course, on our list of priorities, LinkedIn couldn’t be missing. This social network focused on connection between professionals and companies has great power for building relationships, generating traffic and increasing the credibility of your business, both on the companies page and on LinkedIn Personnel.
According to Social Media Trends 2017, Linkedin is the 3rd most used social network (46.2%) by companies to do marketing, being indispensable for your company if your service is B2B.
In today’s post, our focus is a tool that can literally boost your company’s Digital Marketing within LinkedIn. We are talking about the LinkedIn Pulse.
Do you want to know more about how it works, its advantages and how to apply it in practice? So, follow this post to the end. Good reading!
1. What is LinkedIn Pulse?
LinkedIn Pulse allows LinkedIn users write your own articles and share the result with your contacts and the whole community.
It is a very interesting proposal and fully aligned with the purpose of the social network. After all, LinkedIn Pulse allows you, as an individual, to demonstrate some of your professional knowledge and bring important insights to others.
But the interesting thing is that this tool can also be used by companies. In this way, it is possible establish authority. In other words, by publishing good content on LinkedIn Pulse about the company’s area of activity, you reinforce the image of professionalism, excellence, mastery of the subject.
It is interesting to realize that LinkedIn Pulse is basically a tool to practice Content Marketing (also called Inbound Marketing) within LinkedIn.
After all, what will attract other users and make them want to know more about your company is the quality of articles that you will publish within the social network.
Therefore, many concepts and practices of Content Marketing, with which you should already be familiar, will also appear here!
2. How to use LinkedIn Pulse?
It is very easy to use LinkedIn Pulse to start posting articles. Any user can visit the platform and start writing.
The platform is very simple. One of the main aspects is the inclusion of a Image highlighted, which will represent your article in your followers ‘feed and in other users’ searches.
You can also add images, videos and links in the body of the text, in addition to making some formatting changes such as subtitles, lists, quotes. You can save drafts to finish later. When you’re ready, just press the “Publish”.
After publishing your articles, you can view them on your profile page, in the “Publications”. In this same section, we also have the “View Statistics”. Click on it to find graphs of the views and to find out how many likes and comments your articles have received.
3. What is an Influencer?
Whoever uses LinkedIn Pulse, or has already done a little research on the subject, must have heard of Influence.
What are Influencers? They are LinkedIn users chosen by the social network’s own team of editors. These users publish a lot of quality content and, therefore, gain more prominence within Pulse. Your articles appear first in the users’ feed.
Before, LinkedIn accepted applications from users for Influencer’s “title”. Now, however, the title is only given to people directly invited by the LinkedIn team. In other words, it became a little more difficult to achieve this level of visibility.
The secret to becoming an Influencer is in quality of published articles through Pulse. It is necessary to seek to match the interests of users through their content.
4. How to use LinkedIn Pulse in your Marketing strategy?
For a professional looking for replacement in the market, publishing articles through LinkedIn Pulse is a way of demonstrate to potential recruiters their potential. But our focus in this post is to highlight how this feature benefits companies.
The catch is that you don’t have a LinkedIn Pulse for companies. Only individual users can publish. So, how to get around this problem?
The secret is to position your company’s employees as representatives within LinkedIn. These employees are going to publish on behalf of the company, becoming official spokespersons.
Of course, this requires some special care. First, the choice of the people who will bring your brand to the LinkedIn user community.
They must be employees who have a certain Spotlight within the organization. It is a matter of trust and visibility for your audience; an article published by the Commercial Director, for example, has more impact than an article published by a Sales Assistant.
At the same time, you must choose employees who have a high degree of engagement and commitment to the business.
Keep in mind that they will handle content that represents the brand within your personal profile on a social network. Therefore, if there is no extremely healthy relationship between the employee and the company, there is a risk that this content will be misused.
Another important point, of course, is that the employee profile it should be easily associated with the company itself. In other words, your profile on the social network must be updated.
In the “Experience”, Must include the position, company name, date of entry into the organization, location, job description and, at least, a link to the company’s website.
4.1. Defining the contents
Once you’ve defined who will be responsible for representing the company on LinkedIn Pulse, it’s time to define what content will be published. There are two issues that need to be considered.
First, there needs to be a consistency between articles published on LinkedIn Pulse and the company’s overall Marketing strategy. If a LinkedIn user arrives at your company’s website through articles published in Pulse, he needs to see a coherence between the content of the social network and the content of the website, of the blog.
Second, LinkedIn Pulse cannot be a copy of content published on the blog from the company. Remember that copying content can negatively affect your page’s ranking in search engines – this is one of the principles of SEO.
In addition, LinkedIn Pulse and the blog occupy different positions and have different functions within the Marketing strategy. The first is a “gateway”, while the second is your main channel to develop the relationship with customers and lead them through the sales funnel until a conversion.
For all these reasons, it makes no sense to publish the same content on both channels. However, if you want to maintain a close relationship between the content of LinkedIn Pulse and the blog, you can serve the same themes in both, with different approaches.
As a rule, LinkedIn Pulse’s approach will be shorter, while the blog will allow a deeper dive. This is just a suggestion, as there is no restriction on posting long content on LinkedIn Pulse!
4.2. Creating an editorial calendar
In addition to defining the guidelines to be published on LinkedIn Pulse, it is important to create a editorial calendar. Again, this calendar needs to be aligned with the editorial calendar of the blog and other social networks.
In this way, interesting content can be presented to different audiences, being disseminated through different channels.
5. How can LinkedIn increase traffic to a blog?
And finally, let’s answer the most important question of all: how can LinkedIn Pulse actually increase traffic to your blog?
There are many ways for this “magic” to happen.
First, through the article published on LinkedIn Pulse. Just include a link at the end of the article, with a good CTA, to take readers directly to the company’s blog.
Second, through the profile of the official responsible for publishing. As this employee posts more articles on LinkedIn, he gains followers.
These followers, for sure, will look at your profile and observe your most recent employment relationship. If the section “Experience“ is properly filled out, as we explained, LinkedIn users will be able to use the link in this section to get to the company’s blog.
But these are not the only ways! When an article is published on LinkedIn Pulse, it takes priority to the Google ranking and other search engines.
Therefore, when any internet user searches for that topic on the internet – even if he or she is not a LinkedIn user, specifically – he can reach your content. Then, he will be just a step away from your blog.
6. How to write good content for LinkedIn Pulse?
If there is such a strong relationship between LinkedIn Pulse and Content Marketing, are the rules for good content the same for both? Well, in the case of LinkedIn Pulse, you can produce a quality article by following five steps basic.
The first step is to think about general message you want to convey about the company. And we’re not just talking about choosing the theme of the articles. The smallest details can have great significance for users who read.
For example, some companies adopt a language closer to the reader and informal. Meanwhile, others – especially B2B businesses – prefer a greater distance, with concepts and technical terms.
The second step is to make a draft of the article. This first version of the content serves simply to set the idea in motion, so to speak; so there is no problem if everything is not perfect.
After, review two or three times and ask someone you trust to read the result. That person will be able to give a sincere opinion, with suggestions to further improve the content. Then, proofread and rewrite.
The third step is to choose the title and main image of the article. The importance of these elements is obvious: they are the main draws, they will attract the audience to the company’s content. That is, this choice cannot be random!
The title should be clear, concise and, above all, give users a good reason to click and read the entire content. Meanwhile, the image needs to be related to the subject and can be obtained from specialized websites or free of charge, but it must have good resolution and the right size, so as not to be cut or distorted.
The fourth step is to end the article with the proper formatting. As we have already explained, LinkedIn Pulse offers options such as bold and italics, highlighted quotes, lists. All of this helps to make the text more “scannable”.
In other words, the reader can find the main information in the text, without much effort. As there is a lot of information available on the internet, people generally prefer content that is more easy to absorb – and this step will put your article in the right category.
Finally, we come to the fifth step: Press the button “Publish“. And, of course, everything that comes after that. Monitor the volume of views, read the comments to get ideas and suggestions for new content, compare the performance of different articles to identify and improve best practices.
It is also important that you do your best to actively disclose the published content.
How about sending the article link directly to customers and business partners (you can, of course, include LinkedIn Pulse in your email marketing strategy)? Another option is to publicize the link on sites and forums linked to the topic of the article and, even, on LinkedIn’s own professional groups.
In this post, you got to know another tool in the Digital Marketing universe: the LinkedIn Pulse. Despite being a tool of Social Media Marketing, it is deeply related to Inbound Marketing.
You understand the benefits of using LinkedIn Pulse to establish authority and attract new leads. We talked about what LinkedIn Pulse is, how it works, how to integrate it into the business’s marketing strategy and how to write content for this medium.
Now, do you want to know more about how to use other networks to boost your Marketing? Download our kit: