LinkedIn is the number one social network for professionals trying to connect with clients and prospects in order to generate leads for their business, to recruit or find a job. It is rarely taken into consideration by bloggers as a method to build traffic to their website.
As you may or may not know, LinkedIn groups send notifications about new posts, which means that you’ll not be posting only for the people that are online, but for every member of the group that will eventually receive a notification, thus increasing the chance that your post will get noticed. This can be a great (and free) way to drive traffic to your blog.
To give you more exact data, we started several case studies that revealed the real power of LinkedIn. We noticed a significant increase in traffic after we consistently posted useful information on LinkedIn groups.
Here are some tactics that will get you started plus 10 bonus tips to ace your LinkedIn Marketing.
How to find the perfect LinkedIn groups
You can only join a maximum of 50 groups on LinkedIn, so your research should be very thorough. The best way to maximize your changes is to join only those groups in your area of interest that are both very active and with a large number of members. This require a strategic approach in searching for the right groups to join.
First, you should determine which keywords best describe your content and your area of interest. Select the “groups” category, enter your keyword and click on search, like in the image below. For example if you write on your blog about Social Media topics, you could search for “Social Media” groups.
Now, you will see a list of results with the groups matching your keyword. To filter your results even better you can select the language of the groups, let’s say English.
Look for the groups with the “Very Active” or “Active” status, because this gives you an indication of their quality. If the group is active your voice will be heard, you will be able to create professional connections and leads for your website.
After you have a list of the groups that:
- are active,
- have a lot of engagement,
- are in your niche,
The next step is to look at their statistics. See how large and active the audience is, and if it fits your target.
To access the statistics for a group in LinkedIn, simply click on the “i” icon next to the Join button, and then select “Group Statistics”. You will see statistics for Demographics, Growth and Activity and can decide if the group is right for you. If all the statistics are satisfying, you can join the group.
What to Publish on LinkedIn Groups?
Each group has its own set of rules and guidelines that you should study with attention. You should avoid self-promotion, especially right after you joined the group.
Spend some time on the group to see what people share and discuss. See which members are the most active… What are their main concerns, try to respond to their questions and comment in their posts if you think you can help.
After you do your research you will know how to add value through your posts. Start by introducing yourself in order to let people know about your expertise – this will help you get discovered.
Share your educative and inspiring articles, but remember to generate conversations, don’t just broadcast your information to the members of the groups (you need to be ”social” and interactive).
When posting your content, ask people for their advice or comments on your topic. Don’t be afraid to be controversial and have bold opinions: you goal is to generate conversations not to agree with everyone on LinkedIn.
Use your own opinion and voice in order to build authenticity and trust. This will help increase your influence and authority in the field. Also remember to share information you find on other websites as well, if it’s relevant and helpful in any way. Don’t just promote your blog with each and every post.
Which headlines work best?
You can’t go wrong with “list” titles, because they tell people exactly what to expect from your article. LinkedIn is a professional network, people are very busy – most of the times they just scan headlines, looking for information that can help their career or personal development plan. When they know exactly what to expect from your article, they are more likely to check it out.
“What everybody needs to know about [topic]” and “Why” titles are also successful, because they entice the user to want to read more.
Try mixing up and testing your versions to see which generates more clicks for you.
In our case studies we noticed that clear and concise headlines are the best for LinkedIn users when you want to drive traffic to your blog:
- “Should you do [topic]” articles are getting more comments, especially if you suggest something innovative and interesting.
- List titles, “x things you must know about [topic]”, are getting more likes and clicks.
- Simple and clear titles that express exactly what you will get from reading the article are getting the best traffic. For example, the title that recently generated an increase of 50% in our social traffic, thus making LinkedIn surpass Facebook, was “SEO trends for 2015 – do the SEO like a CEO.
Never ever use link-bait headlines! They are not professional and by all means, should be avoided not only on LinkedIn but on all social networks.
If you’re looking to create the perfect headline, you should definitely also ready this: How to Write Headlines that Make You Money .
When should you publish for maximum exposure?
From our tests, we’ve noticed that the best days to post on LinkedIn are Tuesday, Monday and Thursday, in this order – Tuesday being the leader and Wednesday having the worst performance. These are the days that generated more engagement (more shares and comments) and traffic back to our blog.
When posting on LinkedIn also consider the best time of the day when most people are likely to see your post: in the afternoon, while having a mid-day lunch break and in the evenings starting at 5 PM or after work.
10 bonus tips to help you drive more traffic through LinkedIn posting:
- Have a consistent activity on LinkedIn. It only takes you 20 to 30 minutes, 2 or 3 times a week to publish quality content on the groups you are a member of. Also try to respond in a meaningful way to other posts. The best social media experts post on average 3 to 4 times per day according to LinkedIn (but they have both the time and manpower). As LinkedIn has found in their studies, if you post 20 times per month you can reach 60% of your unique audience.
- Complete your profile with a personalized but professional summary. Include links to both your personal and your company’s website. People will check your profile so make sure that your profile backs-up your expertise in your niche.
- Don’t spam your network! Make a schedule and try to have a reasonable amount of posts per day and per week. Don’t flood your network with your articles alone, as good as they might be they will annoy people and raise red flags with the moderators.
- Write interesting and engaging content. This goes without saying, but you should always try to share only the best of your content. Create attention-grabbing headlines, use quality visuals and intriguing topics.
- Don’t neglect comments on your posts. Your main goal is to create conversations! If somebody leaves you a comment, you should make time to respond. You can use LinkedIn on your mobile devices and check it on your way to work, or during a small break. Just make sure you show people that you care enough to respond to their questions.
- Add LinkedIn share buttons to your blog posts. Make sure that your readers can share the articles to their accounts too. Not to mention that you can use them yourself when sharing your articles to your groups.
- Use LinkedIn Publishing to build up your influence. You can share valuable content and expand your reach. You can use LinkedIn as a place to syndicate your existing content from your personal blog. Publish the original article on your blog, after a few days publish it on LinkedIn too. You can even personalize it a bit for your LinkedIn audience.
- Make use of the LinkedIn applications and add presentations, previews of your articles (with the WordPress integration) or your reading list on Amazon. Make your profile stand out!
- Create your own group. This requires a little more work on your part but can be rewarding, as you will gain recognition and authority in your industry.
- Learn from your metrics and optimize. Like all your marketing strategies, LinkedIn marketing should be planned, measured and optimized over time. Once you learn what works best in your industry, you will get the best results for your efforts.
What do you think?