How to Use LinkedIn Publishing to Send You an Avalanche of New Traffic & Subscribers

Filed in Traffic by on August 27, 2015

social media linkedinI’ve got to admit…

As an online marketer, I use to blow off social media.

SEO and guest posting always sent me more traffic and subscribers, whereas social media only sent a short term surge of traffic at best.

However, I’ve been learning and experimenting more with social media recently… and plan to scale activity on Twitter, Google Plus, Instagram and Pinterest.

But the social media channel that I’m most excited about is LinkedIn.

In January 2015, LinkedIn opened up its publishing platform to its members in all English speaking countries and will continue to roll out access to people in other countries.

Last year, I studied how top writers were getting featured on the Pulse and published this study, including details about average post size, popular topics and other details.

This post ended up being one of the most popular posts on my blog, getting over 3,000 social shares and getting featured on LinkedIn’s blog as one of the top 10 LinkedIn marketing articles of 2014.

After that, I had to experiment with publishing my own posts on LinkedIn. I got about one out of three posts featured in a content channel and got hundreds of LinkedIn followers and new email subscribers.

I’ve been blogging a good amount about LinkedIn and even got Matthew Woodward to try it out. With his first post, he got over 300 new subscribers with just about a half hour of work.

Do you want to get more leads for your business or your content marketing?

Then let’s take a closer look at how the Pulse works and how you can use LinkedIn to generate more leads and subscribers for your business.

 

Here's What You'll Learn:

  • How to collect leads and readers from LinkedIn so that you can build your audience.
  • How to create a squeeze page that converts visitors into raving subscribers so you can grow your mailing list.
  • When you should publish and what days are best so that you get the most traffic.
  • How you can get the most out of LinkedIn so that you don't miss a single bit of traffic.
  • How to demand attention to your well written articles even if it didn't get any love
  • and much more

 

(P.S. If you'd like to download a free checklist of 31 blog traffic secrets click here or the image below)

 

1. Master the Headline

If you don’t have a big following and want to succeed with publishing on LinkedIn, then you absolutely must nail the headline.

While writing strong headlines is important for any type of content marketing, it is especially important on LinkedIn when you are competing for attention with thousands of other publishers.

After you publish your article, the headline is displayed to your followers and other LinkedIn members.

Your article is competing with many other articles, so it needs to stand out to get clicked and shared. If your headline does really well, your article may even go viral within LinkedIn.

There’s no simple formula for generating headlines that work every time, but some of the headlines that worked for me were list post headlines and questions. For example:

-Is College a Waste of Money?

-7 Careers to Help You Become a Business Owner

-4 Steps to go from Wantapreneur to Business Owner

Suggestion: Take some time to study the headlines that are working on LinkedIn. Most likely, they will be different than the headlines that work for your blog.

 

2. Grow Your Followers

When studying articles that got featured on the Pulse, I noticed that some posts were written by people with hardly any followers while some other writers had several thousand followers.

Do followers really matter?

The answer is a definite “yes”. The more followers you have, the more people that will see your article and possibly share it.

As an example, let’s take a look at Brian de Haaff’s posts. Brian just started publishing in 2014 and grew his following to over 50,000 within a year:

 

02a-briandehaaff-linkedin

 

Even posts that don’t get featured by LinkedIn will often get around 1,000 views.

Before I started publishing on LinkedIn, I had less than one hundred followers. I worked on networking and forming new connections and grew my network to over 500.

Some of the people who read and shared my article were new people that I connected with online through LinkedIn groups.

Suggestion: Asides from publishing consistently, grow your followers by networking and connecting with people both online and offline.

 

 

3. Target Content Channels

Don’t have big following yet? No worries, you can still compete with established influencers by getting featured in a content channel.

If you read articles on the Pulse, you will quickly see that the most popular topics are careers, business and self improvement. This makes a lot of sense if you think about LinkedIn’s audience and why they are on LinkedIn in the first place.

But what if you don’t want to write about these topics or they aren’t relevant to your own business?

Fortunately, LinkedIn has created content channels that its members can follow if they are interested in a particular topic. As LinkedIn publishing continues to grow, I suspect they will continue to add even more channels.

Some of these channels have over 100,000 followers so getting featured on a content channel can give your article tons of exposure.

Here is a full list of content channels that you can target with your content:

https://www.linkedin.com/today/channels

Suggestion: Target your articles towards a specific content channel. Take a look at the types of articles that are doing well in these channels and formulate your own content strategy accordingly.

 

4. Pick the Right Publishing Day

Does it matter what day you publish your post on?

The answer is “yes”. Overall, people are most active on LinkedIn during the work week, so Monday through Thursday are good days to publish your post and get featured.

However, LinkedIn’s population is huge and there are plenty of people online during the weekends too. In fact, I’ve seen weekend articles that got over 15,000 views from non-influencers with small followings.

Suggestion: Publishing on Monday through Thursday will give your article the best chance of reaching the most viewers. But consider publishing on the weekends if you want less competition as weekend articles can still do well.

 

5. Consider Leveraging Popular Topics & Discussions

While reading articles on the Pulse, one thing I noticed was that there were usually articles that were related to current news or events.

For example, the ALS Ice Bucket Challenge was a popular topic in 2014 and a guy named Avinash Murthy wrote this post that ended up getting over 350,000 views:

https://www.linkedin.com/pulse/20140817175526-74323013-4-marketing-lessons-to-learn-from-the-als-ice-bucket-challenge

Although I haven’t had as much luck writing on popular topics, I did write a tribute to Leonard Nimoy when he passed away that ended up getting featured. I wasn’t really expecting it to get featured since there were already other articles about him, but I noticed that a few Leonard Nimoy articles were featured that weekend:

https://www.linkedin.com/pulse/5-lessons-from-life-leonard-nimoy-brian-lang

An important thing to note about popular topics is that there will be a good amount of competition from other writers. Put some extra thought into your article and figure out a way to make it stand out.

Suggestion: Pay attention to recent events, news and popular topics and consider writing an article related to those topics.

 

 

6. Tweet to the Editorial Team

If you think you wrote an amazing article and it doesn’t get featured within the first few hours after you publish it, consider tweeting it to LinkedIn’s editorial team for consideration.

You can tell if an article got featured by scrolling to the bottom of the article. If it got featured in a channel, there will be a link to the channel where the article was featured on. Otherwise, this area will be blank:

 

06a-channel-featured-2015

 

This discussion in LinkedIn’s official Writing for LinkedIn group explains how to inform the editorial team about your content.

Basically, you will want to tweet your post to “Tip @LinkedInPulse” with a reason why your post is unique.

For example, I tweeted one of my own posts to LinkedIn’s editorial team when it didn’t get featured within the first few hours.

 

06b-tweet-tip-linkedinpulse

 

And a few minutes later, they featured it on a content channel.

Suggestion: If you wrote an amazing article that you think should be featured, then send a tweet to LinkedIn’s editorial team if it hasn’t been featured within the first few hours of publishing.

 

7. Send Traffic to a Squeeze Page

At the end of your article, be sure to send your article traffic to a squeeze page to capture leads on your email list. This approach can work particularly well with a lead magnet.

While this may sound obvious to the experienced digital marketer, sending LinkedIn traffic to a landing page is one of the most overlooked opportunities for LinkedIn publishers.

In fact, around 50% of articles featured on the Pulse didn’t link out to anything. And most of the articles that did link out only linked to a home page or a Twitter account.

Here is a screenshot of one of my landing pages. This landing page design is a design that has been thoroughly tested by Lead Pages to maximize email subscribers:

 

07-landing-page-final

 

The typical blog might get a 1-2% email opt-in rate for traffic that lands on a blog post. This lead capture page is converting close to 40% of visitors into subscribers to my email list.

Suggestion: Be sure to link out to an email capture page at the end of your article to capture leads.

 

 

How You Can Get the Most from LinkedIn Publishing

What’s exciting about LinkedIn publishing is that you can potentially get lots of exposure and real leads from short articles. Articles are published instantly and some posts took me less than an hour to write.

In comparison, creating a long form blog post complete with images, finding places to guest post or publish your content and writing a compelling guest post email can take well over 20 hours. And that’s not even counting the time required to do research or perform your own experiments.

So what about you? Are you excited about publishing on LinkedIn?

My initial experiment with publishing on LinkedIn has encouraged me to plan a second phase experiment where I will continue publishing on LinkedIn and hope to do even better.

If you are an open or strategic networker, feel free to follow me or even introduce yourself and connect with me on LinkedIn if you want to follow along.

 

(P.S. If you'd like to download a free checklist of 31 traffic hacks click here or the image below)

 

Author Bio:

Brian Lang has been an online entrepreneur and digital marketer for over 10 years and writes about his experiences and marketing experiments at Small Business Ideas Blog. If you’d like to download his 16 page study on how top publishers got featured on the Pulse plus a free copy of his high converting squeeze page, visit this page and click the download button.

Nader Qudimat
Forged by the iron and cold steel, Nader takes his knowledge and hulk smashes it into his bodybuilding blog, FitFrek.

He is Stuart's right hand man as a VA, and is dedicated to make a empire online and he's doing so while studying for his MBA.
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Comments (11)

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  1. This is really a very interesting post Brian,
    This whole Linkedin is still sounding so strange and new to me. I think I've heard about it only once but didn't give it much attention. Over all, its really a very great idea.

    Although I'm still a bit confused about it but still, its something that every content marketer should try.

    I will have to research more on it, will also download your guide right away.

    Thanks for sharing.

  2. Jim Saling says:

    Nice article. I am definitely looking at LinkedIn as my primary ad buy for my products (focusing on managers). I would be quick to point out that you should.make sure that your audience before using LinkedIn. I don't see a lot of content for foodies on LinkedIn for example. In my case, LinkedIn is the ideal platform. However, my wife will be targeting independent positive dog trainers. She would be better served by focusing on Facebook.

    • Brian says:

      Hi Jim. I agree with you on this. LinkedIn's audience is mostly interested in business, self improvement and career related topics.

  3. Hey Brian,

    Thanks for the great article. I've published a thing or 2 on LinkedIn pulse before, but I learned a ton from this guide, as well a lot about it's potential.

    Great stuff! I tweeted it to my followers.

    I think I'll give this a shot - but just an idea would be once your LinkedIn content get's featured on content channels and things cool off a bit, you could possibly then syndicate it to Medium and Quora blogs!

    Might get some more bang for your buck with the content that you wrote that way.

    • Brian says:

      Hi Travis. You can definitely syndicate your LinkedIn posts to other channels. I haven't had as much luck with syndicating it to Medium, probably due to the differences in what type of content does well on that channel, but it's worth a shot.

  4. David Arthur says:

    Thank you brian very good technique

  5. Thanks for your proven topic! N H, I have a question for you, If I post the article on linked in, How much traffic I can get by it? Please give me your suggestion.

    Thanks

    • Nader Qudimat says:

      Well that's like asking if I start a website, how much money can I make?

      Same answer, it depends if you get an article that people want to read. And you have to market it in LinkedIn and get people to notice it by telling them about it.

  6. KATE says:

    You wrote a very nice article. I found a way to market on LinkedIn. Thanks for sharing it.