LinkedIn Publishing Platform: User Review, Tips and Some Wishes for its Next Iteration, Part 2
In part two of this multipart series, I discuss the impact LinkedIn's publishing platform has had on my business, as well as offer some tips on how you can make the most of this new online marketing tool.
Without sounding too clumsy, being a thought leader in your industry is a good thing. In online retailing, it's about building a buzz around your brand, products or service. The easiest way to build thought leadership is to generate content for your target market that resonates. Here are some tips to help you get your message read by a wide audience on Linkedin:
1. Publish quality content. No fluff, just publish content that resonates with your target market. Be helpful. Give deep information and background. Provide instructions, how-tos that benefit people. Before you publish anything, ask yourself, "is this shareworthy?" In fact, your objective with posts is to provide such great info that people are compelled to click the sharing buttons (e.g., LinkedIn, Twitter and Facebook). Likes and comments are your goal, too (more about that in No. 5 below).
2. Carefully consider your headline. Spend as much time as you can on coming up with the best post headline you can. Headlines grab peoples’ attention and generate readership. Here are some ideas for your headlines: provoke; ask a question; mention a hot topic in your industry; be controversial. When I write headlines, I'm always thinking, "What will get someone to read on?" Its kind of like a subject line in an email, or the copy on the outer envelope of a direct mail piece. You can't spend enough time here. (Note: you can change a headline after the fact on LinkedIn's platform. When you do so, there's a radio button that allows you to inform your following of the change. Make sure you check that button and also tweet the article and share via other social sites.)
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.