How to get an ROI from LinkedIn Pulse Articles

A few weeks ago, I published an article on LinkedIn about the #1 Mistake Most Business Owners Make that I felt was simply not in their best interest to keep allowing.

Since posting it, the article has received a nice amount of views (212 so far), a few likes (5) and a couple of comments (2) – but low numbers compared to some of the top articles on LinkedIn. That said, between that article and the two others that I have written on LinkedIn (before and after it), I have already amassed 1427 followers!

If I compare those numbers to those of my blog posts…they are fantastic!

It’s not that my blog posts are any LESS valuable to you, but this is the first year I have really been able to spend time on my blog, building my personal brand up etc  AND I don’t have anywhere near that amount of active visitors / day on my blog yet. {Yet being the operative word of course}. Nor do I have the reach LinkedIn has for it’s articles {not sure if I ever will}.

LinkedIn is simply a better source for ME to get my name out there {until I hit critical mass on my own blog, or with my own name}.

cijaye depradine marketing expert vancouver bc, linked in profile

I would assume that the benefits of LinkedIn would be the same for you.  IMPO, it’s a channel definitely worth leveraging.

But how do you leverage LinkedIn exactly?

What happens when we have a growing number of followers on LinkedIn (or any social media channel) and want to turn them into customers OR advocates of our brand.

How do we translate that into new business?

This post – answers a few of those questions for you…just in case you are posting to LinkedIn but not seeing the ROI yet.

Step #1: Get that TRACKING in place!

As I wrote about in my previous article (on LinkedIn) there is nothing worse than NOT tracking your efforts. This is your ONLY listening post – that can tell you statistically speaking what is working and what is not working.

Not tracking is like not taking your business seriously.

You simply need to do it.  The Centre For Arts and Technology has a fantastic 2.5 week course on Reporting and Metrics, where you can set up AND understand the stats that matter most to you.  I highly recommend that you consider it!

Step #2 Post to LinkedIn

I had to include this one because it’s a clear winner as far as marketing strategies go (and I don’t want you to forget this step).  If you are in business, especially a B2B business, LinkedIn is a rock solid resource for you that you need to tap into.

NOTE: I have discovered since posting my articles that LinkedIn has a weird quirk (may be a browser compatibility issue, I am not sure), when you draft your post and try to add images in the same go, it tells you there is an error; but when you draft the text, save it as a draft and then edit it to add pictures, it works.   Not sure why, but that’s the only way I can get my photo’s in there…so you may need to do the same.

Step #3: Compliment the Article, With a Blog Post.

feedrssSince your post on LinkedIn, only lives on LinkedIn, you are giving LinkedIn all the juice for your work. All those great keywords and fantastic words of wisdom are being credited to their property and not yours. PLUS you are not getting that well sought after Google Authorship credit (until Google drops it – assuming they do).

You will need to compliment the LinkedIn post with a follow up to it – ON YOUR OWN BLOG (just like I am doing here).  You can even schedule that complimentary post for a “later date” release (like I have done here).

There is little value in posting two great posts on the same day; instead, posting one a few days or weeks apart gives a refresh to the old one – and expands the longevity of both.

Step #3: Make The Path To Action Clear.

Top 10 tips to market yourselfI know there are many experts that say you cannot / should not “sell” from your blog, but we all have to fund our efforts. Even if we are giving everything away for free, it’s a must.

Don’t be afraid to do it, just do it in such a way that does not devalue the knowledge you are sharing.

And remember that no one likes to be sold to…if your “sales” pitches are about the reader and what’s in it for them, the right readers will be drawn to the right sales pitches for them.

Can you see mine here?  Are they too “selly sell” for you?  My guess is – you didn’t notice them right away – but when you did they weren’t offensive.  Maybe my guess is wrong – and if it is, please let me know…my aim is NOT to pitch you – but to teach you (even with the offers I make on my site(s)).

Step #4: Link the Posts Together.

how to write articles for linkedinI know that “reciprocal linking” has received a super bad rap over the years, but linking one quality resource to another (especially if they compliment each other and add more value to the topic) is not exactly the same. At least not according to Matt Cutts (the Google Anti-Spam lead). Matt said good quality content needs to be shared and sharing happens with links and references to pages.

What is bad is linking low quality content or sites with the intention of sucking up link juice or link authority for a new site / page. It’s spam and should be devalued / penalized.

What you want to do to stay out of trouble when considering link building in this way is make sure the content you are linking is uniquely valuable on both sides (not duplicating titles, headers, images, body copy, keyword anchors or anything else). THEN you can invite people back to your website / blog from within.

Step #5: Promote.

There is nothing wrong with distributing your great content across the net, especially if it is valuable to your audiences. Just make sure that you are cognizant of the channels you use, the unique way that they work and the audiences you are mostly speaking to in them (as they will differ).

Below is a slide that I share with my coaching clients in need of some channel guidance. It’s a short overview of your core marketing channels (online) and how best to “connect” with them.  It takes a few sessions to truly cover the key benefits of all these, but you should get the high level picture at least.

how to promote your website

When you repeat this cycle enough (on LinkedIn, or anywhere else (swapping out LinkedIn for the other source), you will start to hear people say that they read your article(s), they followed you, they signed up for your newsletters OR even took you up on your offers. Even if they NEVER commented online.

No matter how small or large the action is, it is ROI (return on investment) and it proves that your efforts are worth your time and money.

And believe me, some people will remain silent for a long time as they observe what you write, how valuable your content is, how it will impact them etc. They may not let you know right away but they ARE there and they do want you to keep posting great stuff.

So stick with it and you will see.

It is possible to turn all that effort into something very rewarding in the end!

P.S.  Tuesdays from now on (as long as time and life permits), will be dedicated to #marketingtactics.  Hence the nickname #tacticaltuesdays. (If you want to tweet that please do copy me via @imcijaye — I would love to know that this is circulating); if you wish to start requesting a tactic overview, please post a comment to ask for it.

The psychological essentials of business

greg mckewon, essentialism on amazonYesterday, I was inspired to write a blog post about the busyness bubble (a term I had learned from author Greg McKeown).

His was a great read, one that made me ponder whether or not I was doing a good enough job with my own essentials.

In my blog post, I shared my thoughts (as only my A.D.D. brain would allow) on why we are so busy, whether or not quick bursts of relaxation each day were the solution and what kind of distractions are in the way of our reprieves.

(more…)

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