So you have a LinkedIn profile, now what? In addition
to searching out viable connections (such as people you already know or have
worked with in the past), publishing content should be at the top of your to-do
list. Publishing the right content on your feed as well as in your groups will
attract potential leads and increase your credibility and expertise.
One word of caution: Do not publish an article to your
wall and then publish that same exact article to the twelve groups you belong
to. That single activity will get your LinkedIn account frozen faster than you
can sneeze. LinkedIn does not tolerate spammers so post your content carefully.
If you want to post both to your wall and to your
groups (which is a smart strategy), either post on two different topics or
rewrite one article so it covers the same topic but not with the same wording.
An editorial calendar is helpful when it comes to planning your social media
But if the words “publish content” scare you to death,
here are a few tips to follow:
1. Know your audience and
your industry. Publish
information they can use. Are there big changes coming to your industry or new
laws affecting your industry? Explain those changes in lay terms in a short
article. Do you know what problems plague them? Offer daily action steps to
help solve those problems.
2. Include photos for more
engagement and interest.
Photos used in articles should relate directly back to the main topic. Photos
also help break up a large page of text, which can be intimidating for even the
best readers to tackle online. Purchase photos legally from stock photos houses
or use Unsplash.com for completely free photos. Never copy/paste from Google
Images; that’s copyright infringement.
3. Ask questions and provide
insight. Are there
misconceptions about your industry or what you do? Clear these up in a simple
Q&A article. Create a whole Q&A series with the questions you receive
online as well as via email or your help desk.When you ask questions you may also discover a new pain point
which you can then discuss or create a new product to address it.
4. Give people a
behind-the-scenes look into your business and what it’s like to work with you. This topic lends itself to a fun video
series where you can address exactly what you do and who your ideal clients
are. Don’t be afraid to clearly identify your ideal clients and let them
qualify themselves to work with you. The worst thing is to sign on with someone
who can’t afford your prices or who won’t do the work necessary.
5. Include a call to action
on all your posts. What
should your reader do next: Join your email list? Call you for a consult? Meet
you at a local networking event? Gently guide your reader to the next step in
your sales funnel. Relate the Call to Action to the topic of the post.
When in doubt about what to publish, consider outsourcing the content creation to an experienced freelancer. They will brainstorm ideas and help fill in your editorial calendar rather quickly as well as prepare your content so all you need to do is approve it and publish. Extend your knowledge and expertise to your audience with your content. You just never know how your content will affect someone or to whom they will pass along your articles.