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LinkedIn publisher (or post) feature is a really powerful tool that can help you present yourself as the The Go-To Expert to your contacts. Why then is it like a road to nowhere so many times when you read people’s LinkedIn publisher posts?

LinkedIn publisher is it the road to nowhere?

LinkedIn Publisher

The LinkedIn publisher feature allows you to publish long form posts to (potentially) anybody on LinkedIn. It’s about sharing content that’s useful, well written, attractively presented and interesting. Done well it helps to develop business relationships, expertise and sales.

It can put your expertise in front of all your contacts and others you don’t yet know. In fact for many small firms the LinkedIn posts they publish on pulse get more views than blogs on their own websites.

“All” you need to do is write interesting, useful content and present it well. If you’ve not tried yet, it’s simple to use and can generate great results. If you’ve not tried yet, it’s time to start. If you’re unsure about where to start, click here for LinkedIn’s help page.

What is interesting content?

That really depends on who your target audience, so I can’t answer the question. What issues do they have, that you could help with? If you want some more ideas download our booklet on content marketing, it's free and waiting for you right now in our JoinedUp Networking toolkit. This toolkit is a resource library stuffed with goodies to help you get better results from your networking (email address required). Click here to download it.

What NOT to do on LinkedIn

It’s brilliant platform, but it gets abused by many people who are signposting themselves to nowhere. I guess they think they’re doing something good for themselves, their profile and/ or their business. I think (and would love your views) that they’re damaging themselves. One person’s great content might be another person’s rubbish. But poor posts which frustrate people destroy  reputation. Things like:

  • Short one or two line posts (might even be dubious as a status update – let alone a post).
  • 300-400 words of pure advertising, and most of it badly written
  • Good sounding articles, barely disguised as sales copy.
  • What have I missed?

Why does this frustrate me?

I hate such a great opportunity to enhance your ability as the The Go-To Expert going to waste. I guess I shouldn’t be annoyed if somebody wants to demonstrate that they don’t really understand the purpose of publishing a post on LinkedIn. If they want to be known as old style sales people, semi-literate or just plain rude that’s their lookout.

But it’s not just me! More importantly I’ve not met anybody who likes reading posts like those I’ve mentioned.

What will you do?

Think about the top ten questions clients and prospects ask you. Can you write a short 300-500 word article on each one that explains it? Chances are this will be great content that will enhance your reputation.

That ten questions could easily be ten posts that you spread over the next three months, which are a permanent demonstration of  how good you are.

 
Written by Jon Baker The 5-50 Coach. I help professionals grow their firms from 5 to 50 employees, sustainably, profitably and still have fun. Networking is a key part of getting great results in small firms. If you want great networking tips sent to your desk once a month, click here and I will start sending them to you, so you can make a real difference to your referrals. 
 

Download our guide to content marketing and publishing great posts, it's free and waiting for you right now in our JoinedUp Networking toolkit. This toolkit is a resource library stuffed with goodies to help you get better results from your networking (email address required). Click here to download it.