LinkedIn is a powerful content distribution tool for businesses when promoting compelling content to like minded professionals and potential customers. However, you might not always want to pay for sponsored posts in order to distribute your content, instead harnessing the free methods of content distribution which can be equally effective. To help you on your way, we've brought together the five best ways to get LinkedIn to work harder for you and your business.
1.) The Power of the Group:
You're probably already a member of a group, or many groups, on LinkedIn but how relevant are they to your intended audience? Consider which groups your target audience would visit in the search for information, and become a member of it. When you create new content, post it in this group and engage with other members as much as possible by responding to comments and creating discussions. Building your presence on these groups will raise awareness of your name and your business to your potential leads. If you're struggling to find the perfect group to post your content on, why not create your own? It's easy to do and means that you are in control of how the group functions, who can join and what content can be posted onto it - feature your content at the top of the group so it gets maximum visibility. One major bonus of creating your own group is that when a user joins, they automatically opt in to receive any content you post by email, so you also get access to their inbox without having to ask for contact details.
2.) Reach industry influencers with cross networking:
Building relationships with industry influencers can be time consuming but the effort will pay dividends in the long term as influencers can become promoters of your content. Firstly, you need to identify the influencers in your industry - try limiting your contacts to 20 initially to make sure they are top quality and have access to a large audience. You can find industry influencers on Google by searching the name of your industry plus expert opinion, which will find blog articles and the relevant twitter handles for influencers. Next steps are to engage with them - mention them on Twitter, share their content on LinkedIn or Twitter and comment on their articles. If you think it's appropriate, you could then try following it up with an email, but use your own judgement here.
3.) Tap into the Pulse of LinkedIn:
Pulse is a content creation platform within LinkedIn that professionals can use to publish content and position themselves as thought leaders. Did I mention it's free too? Whether you're uploading your own content or creating a summary of existing content, Pulse is a great tool for making your content work harder. Try re-posting blogs from your website onto Pulse to increase engagement, this can be especially effective if you have a lot of contacts on your LinkedIn Profile.
4.) Try Paid LinkedIn:
Swapping from a basic account and upgrading to a LinkedIn Premium account has many benefits for businesses and individuals wishing to make full use of LinkedIn's capabilities. With the use of tools such as Advanced Search and InMail, you can search for and contact influencers as well as potential leads, thus making use use of LinkedIn as a platform for engaging relevant contacts.
5.) Use Hashtags to make your content discoverable:
Like Twitter, as of 2013 LinkedIn introduced the option to use hashtags in posts, which helps to make your content easy to find when members search for particular topics. Content distribution is as much as being easily found organically as it is pushing it out via groups. Make it best practice to include hashtags in every post you put on LinkedIn - it doesn't take long but can make a big difference to engagement levels.
So there it is, our top 5 ways to get more from your content distribution on LinkedIn. For more helpful advice on getting the most from social media activity, read our blog '5 Golden Rules for Social Engagement'.