Last month I wrote about how LinkedIn optimisation is dead – referring to outdated practices around your profile page. But there are still times when using search optimisation strategies on LinkedIn are highly valid and effective. And that’s when you are using LinkedIn as a publishing platform to demonstrate your thought leadership and build influence.
Before we get into any of the strategies for helping your content to be found, it’s vital to remember that first and foremost your content needs to be top-notch. Take the time to make sure your content is high-quality, engaging and informative.
Done? Great, now you’re ready to take it to the next level.
LinkedIn has recently made hashtags tappable to lead to search results. So if you are wanting to connect with people who are interested in social selling for example, include #socialselling in your post.
By adding a hashtag, your content will automatically be publicly available. If you’d prefer it to only be available to your connections, you can easily adjust your sharing settings.
Adding multimedia content to your articles and posts will help you to catch reader’s attention in a busy and ever increasing news feed. In fact, research has indicated that articles with images get 94% more total views. 94%! That’s worth spending a bit of time finding a suitable picture, don’t you think?
Of course, it’s not just images that you can add. Using the Add Multimedia icon will allow you to easily add, move and resize inline images, videos, slides and podcasts.
Another new feature (currently only available on mobile and coming soon to desktop) is the audience insights tool. This makes it easier to understand who’s seeing your posts and how they found it. You can also get insight into where your readers live and work, and their job titles, so that you can more successfully optimise future posts to be visible to the right people.
Using LinkedIn’s content search capabilities, you can also see what topics these readers are interested in, so that you can tailor any future content you create to tap into their needs and desires. You can easily review what’s already been written on a topic, identify gaps and meet an unfilled need for engaging and informative content.
Finally, remember that it’s not enough just to publish your content. You need to be actively sharing your content on LinkedIn, by posting it to your feed, sharing it in groups and sending it directly to connections in a strategic and relevant way. By spending time actively making sure that your content has the chance to be seen by the right people you increase the odds of it having an impact and creating new opportunities for you and your business.
Ready to power up your LinkedIn skills?
Book with me, Jillian Bullock, the LinkedIn Ninja Down Under, in for one-on-one training or speak to me about crafting tailored group training for your organisation. Contact firstname.lastname@example.org