This is Part 1 of a 2 Part Series.
LinkedIn is a fantastic resource for building your professional influence and growing your network. Your profile and daily activities on LinkedIn can also lead to good things such as profile views, new connections, engagement, and visitors to your blog.
Ultimately in order to grow your subscribers and move fans, followers, and connections into your inside circle, you're going to have to get them to visit your blog directly. This is the web property that you own and control. Your space on social networks, including LinkedIn, is rented.
Overtly marketing yourself or your products and services on LinkedIn or any social network is not effective. In fact, it only takes one click for someone to hide you from their stream. Instead, you want to position yourself as an influencer. If you're working to build influence by inspiring, educating, and engaging your network, people will naturally want to click-through to your blog to learn more.
It also goes without saying that if you're not publishing great content on your blog that can help the members of your network solve a problem, get smarter, or achieve more, it's likely that your content is not going to drive traffic from LinkedIn.
Make sure you are producing relevant, high quality content on your blog that matters to your network!
5 Ways to Drive LinkedIn Traffic to Your Website:
1. Grow Your LinkedIn Network
Spend time each and every day on growing your LinkedIn network.
Concentrate on growing your network with clients, prospects, business advocates, industry peers (non-competitive), industry influencers, local community contacts, etc. If someone doesn’t fall into one of these buckets, you need to ask yourself whether or not it really makes sense to connect. The quality of your network should always come first.
Connect with everyone you know in your offline network. Connect with everyone you meet face-to-face at events or conferences.
Check out the People You May Know section of LinkedIn to see whom it makes sense to send an invitation to. Connect with mutual group members. Conduct advanced searches and look for “connections in common” with the LinkedIn members who come up in your search results.
Another great way to uncover connection opportunities is to look at the connections of your 1st degree connections. Who might it make sense to send an invitation to?
Always send personalized invitations to connect with someone on LinkedIn. This makes you more respected and more memorable. Remember, you need to start building influence from day one with a new connection!
Growing an intelligent network LinkedIn generates new profile views as well as more engagement with the content you share on LinkedIn, including your blog posts. These are events that can and will lead to more traffic to your blog.
Growing your network will also help you expand your influence and be discovered in more LinkedIn searches. It is a critical component of being successful on LinkedIn. Work on growing your network daily!
2. Share Your Blog Posts as Status Updates (Strategically and Thoughtfully)
When sharing your own thought leadership content on LinkedIn from your blog, you want to be strategic and thoughtful about it. I've found that striving to share one of my own blog posts a few times a week on LinkedIn is just about right.
Certainly you can share content from other thought leaders or blogs, and I do recommend this as well. When done well it's a great way to build influence with connections.
However, if you want to increase traffic to YOUR blog on LinkedIn, you are going to have to share your own stuff too!
If your insights and expertise can help the people in your network or in your industry, you shouldn’t feel bad about sharing it on LinkedIn. This is how you can position yourself as an authority and an expert.
LinkedIn says “update your status at least 20 times per month in order to maximize your reach to approximately 60% of your unique audience”.
You can edit the title and summary of your status update when sharing a blog post. Craft your blog post status update with a question asking for input or feedback from your network on your post. Use a call-to-action at the beginning or end of the post title such as “Check this out” or “I’d love your input”.
Make sure your status update pulls in the image from your blog post so that it’s more visual. (Larger images on your site will appear larger within the LinkedIn stream and generate more clicks)
Experiment with the timing of your status updates on LinkedIn as well. If you’re not sure when your network is on LinkedIn, post at various times and then review your engagement stats. (LinkedIn provides these to you in the sidebar of your home page).
Which status updates received the most views, shares, and comments? These stats can also give you tremendous insight into what content resonates most with your network.
Use the insights from your LinkedIn engagement stats to shape your content strategy.
Don’t be afraid to share the same blog post more than once. Just consider changing up the title of your update for some variety and experiment with it.
3. Leverage the LinkedIn Publishing Platform
LinkedIn has rolled out its publishing platform to all members, not just their chosen 500 or so “Influencers”. This is a tremendous opportunity to showcase your blog content in it’s true form and expand your network. Not only can you generate valuable new connections from showcasing your content on LinkedIn, but you can also earn new followers.
If your curious as to what the LinkedIn Publishing Platform looks like, you can view my posts page and follow my updates here: Stephanie Sammons on LinkedIn
Followers on LinkedIn are similar to followers on Twitter. They aren't directly connected to you as a part of your official network, but they can simply follow your published content as it's posted. Your newly published posts will show up in their Home stream on LinkedIn.
I primarily leverage the LinkedIn Publishing Platform to repurpose my best blog posts. I've also published a couple of original posts that don't appear on my blog. If you do repurpose your blog posts to LinkedIn, it's a good idea to change up the title a bit and maybe even some of the wording in your post.
Tag your post using LinkedIn's provided categories. You can choose up to three. When you do this, you have a chance to get picked up by LinkedIn's editorial team and featured in LinkedIn Pulse (LinkedIn's content aggregation resource). I've had a couple of posts that were picked up by Pulse and the traffic to my blog skyrocketed.
Just keep in mind you are only as good as your last post on LinkedIn, so you will need to be consistent with publishing your content there if you want to take advantage of the benefits. Also, understand that your posts on LinkedIn continue to gain views over time. They are quickly indexed by Google search and do have the ability to float to the top of page one depending on your subject matter.
Don't get discouraged if you have low views and engagement in the beginning when you publish content to LinkedIn. The size of your network matters as well here. Go back and read the #1 tip in this post! 🙂
The best way to actually drive traffic to your site from your LinkedIn published posts is to create your own bio section at the end of your posts with embedded links.
Within this section of your post, also place a valuable call-to-action.
If someone enjoys or benefits from your published content on LinkedIn, they are very likely to click a link you've embedded in your bio section to learn more or to take advantage of your free offer.
By publishing valuable content on LinkedIn, I've been able to increase traffic and lead conversions from LinkedIn. You can do the same!
What tactics are you employing to get more visitors to your blog from LinkedIn? Do you think you can benefit from these recommendations? Leave your feedback in the comments below!