According to a survey, LinkedIn sends four times more visitors to your website as compared to other social networks. It may not be the best at sharing your stories amongst social networks but in terms of directing traffic to your website, it excels. Here are a few tips that you should consider when writing articles to be published on LinkedIn.
A general rule of thumb in the field of writing is to write what you know about. However, in doing so, many tend to forget that what they know is probably not what the demographics of the LinkedIn network wants to know about. Some blog topics may not be quite suitable for the LinkedIn audience.
Similarly, copying and pasting a previous blog onto LinkedIn is also something that will not succeed. Sometimes you may not realise what harm this blog is doing for you. But when the tone of the post becomes anti-social, you will be in big trouble. LinkedIn has an audience that is typically professional (hence a gossip column might not be too popular) and yet a place where people want to communicate and learn something rather than just reading the news.
Past LinkedIn posters advice that it is best to publish weekly posts and be consistent with it.
Consistent publishing ensures that your posts are being followed. Keep the posts short and simple because too much information may harm the chances of success. 800 words is the general rule in terms of word count. Professionals who browse on LinkedIn mostly have very limited time to themselves and hence are looking for quick, informative/entertaining articles. If they were looking for longer research type articles, LinkedIn is probably not the place they would be checking. These tips are not proven anywhere but are just based on the success of past posters who have had successful followers.
For some reason, when articles are published on LinkedIn, internal linking is often forgotten. To make sure people stay on your page and keep reading your stuff, you have to make sure you link your posts to other articles you have previously posted on LinkedIn. Building connections and improving a certain piece of content can be done by linking to other LinkedIn articles and to other sources on the web.
Responding to comments on your post will make you more famous and consequently make your posts more valuable. LinkedIn takes ‘engagement’ one step further by proving that the more you interact through comments on your posts and on other articles, the more reputation, authority and influence you will build and the more members are likely to follow your posts.
Lastly, a useful tool on LinkedIn is the analytics which shows you how successful your articles are. With this tool, you can see which of your posts are getting the most views and comments and accordingly you know which posts require more attention. You will be able to identify trends such as a particular topic that people are attracted to or a particular writing style that people prefer.
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