Many small business owners and social media managers are constantly looking for ways to grow their business or the businesses of their clients.
LinkedIn is the most effective social media channel used by B2B marketers, so one of the more effective ways to grow your business is to be active on this platform.
Here are ten tips on how publishing LinkedIn articles will help you promote and grow your business in 2020 and beyond!
Writing articles is a great way to start conversations and boost your visibility on the platform.
How to publish LinkedIn articles to increase engagement
- Share your journey by sharing your ideas
- Increase your target audience
- Choose the right time to post
- Promote yourself through other platforms
- Reach out to others and start conversations
- Be creative and use your imagination
- Get advice from experts
- Establish yourself as a professional
- Tell interesting stories that shaped your business
- Track the performance of your articles (and improve them)
Ideas are perhaps the most important thing you can share on social media.
Not only will they be valuable to others, but they will also help you organize your thoughts. Your audience, other business owners, and potential customers are always looking for exciting ideas that would grab their attention.
Keep in mind that you do not have to write only about your ideas. If you discovered something helpful that you want to share, go ahead and write about it. Of course, don’t forget about crediting the original author. You could also add some of your thoughts to make these ideas even more useful to your audience.
Mari Smith and Natalia Wiechowski are a good example here. The two experts are always sharing new videos or articles, strategies that you can try for your business, studies they consider insightful and not only.
You already have a particular target audience in mind and maybe even a dedicated fan base that always comes back to get more of your content.
But what about growing this group of people?
You could spread out to other markets and start creating more varied content.
Think of who else – apart from your current audience – would be interested in the content you currently create. Then, brainstorm ideas that would be related to your niche in some way that you haven’t covered yet. These could be secondary ideas that are only slightly relevant to your niche.
Alternatively, consider only growing your audience with the help of the channels that you are not using at the moment. For example, if you are only publishing on your blog, start promoting your articles through social media, including LinkedIn, like Andy Crestodina is doing. 😉
It is recommended that you post at the beginning of the workweek because that is the time when most working people are eager to read about business and their projects.
During the week, people tend to use interest as they get busy with work, and during the weekends, there is simply no one willing to have so much as a single thought of anything related to their job.
Nevertheless, try different days of the week and various parts of the day to determine when is the ideal time for you to post. Then, coordinate this with how often you want to post: daily, weekly, bi-weekly, bi-monthly, monthly, or on another schedule.
Using a LinkedIn analytics tool like Socialinsider, you will be able to see where your followers came from. This is a great tip because you can schedule your posts according to your follower's timezone.
As mentioned in tip #2, promoting your content through other platforms can be very beneficial for you as you will be able to reach more readers. However, you can also promote yourself as a “brand” and not just the content you create.
Choose one of the more popular channels to start from. This could be a social media platform that is more likely to have your target audience hanging around.
You could also try YouTube or email marketing, depending on what suits your needs better. Then, once you’ve mastered the channel, move on to the next one.
Keep on expanding as this will guarantee that you don’t fall behind your competitors. Think of new ways that you could cross-promote yourself on different platforms and various channels. Make sure that the content you post on different platforms is coordinated appropriately.
Tip: You can start with Instagram, one of the most engaging social media platforms, according to our social media content study.
Promote your content through unique Instagram Stories.
You want to be making connections with other creators, business owners, and regular readers. To build these relationships, you need to be the initiator of conversations. After all, nobody can do it better than you. Start by reaching out to others and asking them to share their own stories.
One way to do this is by publishing articles where you tell your story and ask your readers to comment with their own stories or insights on the situation. Ask them for their opinion; people love talking about themselves and giving advice.
Once you get comments under your post, reply to them, encourage your audience to share your content on social media to spread the word about what you are doing. In other words, be as active as possible.
Use your imagination! Get creative!
Think of interesting and unique ways you could look at a case study or a market report that will challenge the common ways of understanding such data.
Most people associate their jobs with something boring, tiresome, dull, and ordinary. Your primary goal has to be to bring brightness into their lives and make them change their views on work.
This can be done only if you change your views and adopt a positive look on things.
One of the best instruments for communicating ideas more colorfully is by using visuals that “speak” to the readers. Create or buy great photographs, illustrations, graphs, and infographics to add to your content and make it stand out even more.
Every industry has its experts that know their job better than others. These people are role models for everyone else working in the field and dreaming of success.
If you get motivated by reading about their stories, make sure to share those with others.
Everything from the challenges they faced to the tips they give can be valuable both to you and to your readers, so don’t hesitate to incorporate them into your articles.
When it comes to social media, you could even post them as a quote or tip of the day.
Just remember to link to the source where you got the information from and make sure that it is a reputable one so that you don’t accidentally use the wrong facts.
Properly used, expert opinions can help you support your claims and strengthen your authority.
While it is essential to use the opinions of other professionals in your content, you should dedicate time also to improve your reputation.
Establish yourself as a professional and an expert in your niche to become respected both by your customers and your competitors.
Try to conduct your research. Surveying customers or even your employees is straightforward and will not take a lot of time if you prepare well beforehand. Also, using a simple program like Google Forms will allow you to collect a lot of valuable data you can then analyze.
You should also try to appear in other media outlets (both online and offline). If other authorized sites mention you, you will get even more exposure for your business. In addition to that, you will be able to note on your website that big names have included you.
As mentioned earlier, ideas and stories should be at the core of your content. If you can tell exciting stories, you will be able to hold the attention of many readers from different occupations and backgrounds.
Different stories that helped shape your business will be even more useful as they will accomplish two things at once. They will provide valuable advice to your readers, and they will spread the word about your business.
The best thing about LinkedIn Publishing is that you can create long-form articles, so you don’t have any limitations when it comes to telling your stories.
Write all you want as long as you manage to create a consistent image of your company.
Last but not least, you need to track the performance of your articles and improve your content according to the results you get.
There are so many things you would want to track, but the most valuable will probably be all the feedback you get from your audience.
When you publish your articles on LinkedIn, ask people to read them and comment on what they liked, what they didn’t like, what they agree or disagree with, and so on.
Afterward, you can discuss these comments with your team and work out a plan on how to improve your content.
You can also ask your audience about the topics they want you to cover.
They can give you some valuable ideas on the kind of content you might want to create in the future. Always listen to what your readers want because they are the ones you are writing your articles for.
To track the performance of your LinkedIn articles, you have two options: use an analytics tool or see the analytics right from the platform.
Use a LinkedIn analytics tool
To save time and energy you can use an analytics tool like Socialinsider. With this LinkedIn analytics tool you'll be able to:
- analyze and improve your LinkedIn strategy
- track LinkedIn KPIs
- understand your target audience
- export LinkedIn analytics data as PDF, PPT, CSV, or EXCEL. (as a plus, you can share the reports with your team, manager, and stakeholders)
Use Socialinsider, and you'll grow your LinkedIn presence and increase your engagement, traffic, and leads.
To view, the analytics for your articles go to "Articles and Activity" at the bottom of your profile.
Click on "See All Articles" and choose the article for which you want to view the analytics.
Under the article title, you will see "View stats."
A pop-up window will appear, and you will see the analytics for the article you want. You can see the number of views, and if someone has shared your article.
All in all, this guide will help you publish LinkedIn articles more effectively and grow your business or the business of your client.
Comment under the article which tips worked for you the best and shared it on your favorite social media!