LinkedIn Publishing Platform: User Review, Tips and Some Wishes for its Next Iteration, Part 2
3. Don't be self-serving. Think give to get here. Don't sell, inform. Self-serving or sales pitches won't get you anywhere and may wind up hurting your credibility in the long run.
4. Think keyword rich, but don't publish for SEO's sake. Linkedin has an algorithm that helps spread posts to the appropriate people in your "following" (i.e., connections and follows as defined above). Articles that resonate will go beyond your following and make it to Linkedin's Pulse, a modern day publishing platform broken into categories. You can choose the categories you want to follow by clicking on "Pulse" in the "Interests" menu on LinkedIn's navigation menu. Hopefully you'll be discussing items of interest to your target market so search engine optimization will happen organically, but it doesn't hurt to make sure your SEO folks have a look at articles before they're published. Your posts on LinkedIn are searchable by Google and other search engines; they're not just limited to LinkedIn.
5. Build your LinkedIn following to increase the reach of your posts. Import your address book (it's safe), connect with all new contacts you meet (virtually too), and even accept link requests from people you don't fully know (a bit of a paradox I know, but the more people you have as connections on LinkedIn, the more your message gets seen). Another tip: Add your LinkedIn profile to your business card and email signature. In fact, add it anywhere you can think people will see and connect with you.
6. Stir the pot. I like to serve up my opinions in addition to being informative. I've found that the more I offer opinions that polarize people, the more comments, tweets, likes and shares I get. Some of my more informative posts don't get as many views, etc., but I don't discredit them as failures either. For instance, when I publish a catalog marketing article and it doesn't go viral like my aforementioned slam on Mark Zuckerberg, I know I'm reaching less people overall, but a more highly targeted group (who are more likely to use my services). I aim to write a balance of articles between controversial, think pieces and how-tos so I can reach the widest possible audience in my target market.
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.