Welcome to the new website for the Your Digital Marketing Coach podcast!
March 13, 2014

51: Understanding the Compelling Power of the LinkedIn Publishing Platform

51: Understanding the Compelling Power of the LinkedIn Publishing Platform

My firsthand experience of blogging on LinkedIn - and why and how you can leverage the power of the LinkedIn publishing platform.

 

Transcript

speaker 0:   0:00
welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize your Social social media Author, speaker, consultant and founder of Maximize Social Business Neal Schaefer. Hey, this is Neil Schaefer and welcome to another episode of Maximize Your Social, The Podcast. Hope you've been doing well wherever you are in the world. You know, the last few podcasts I had recorded in various locations at various times, I sort of built, you know, sometimes you build a stockpile of block post. I had actually built a stockpile of podcasts, which actually helped me maintain a regular schedule that I wasn't always able to do in 2012. So but that being said right now, when you hear this, next week will be all up to date. And I've been doing an incredible amount of traveling just so many things I'd like to share with all of you that week that I was in Europe, speaking in Copenhagen and Helsinki. You've got scallop Finland for those you who are familiar with the Finnish territory as what is that podcast they recorded in London? After that, I spoke in Tucson, Arizona, spoke again at Rutgers and is also speaking in San Diego for the Latino I See Digital Marketing Conference, but today I want to talk about linked in, and I want to talk about LinkedIn. If you've been following me and following the Blawg, you'll know that I recently got access. In fact, yesterday got access to the new linked in publishing platform, and it's funny because everybody is going to get access to it. But before you get access to it, we're all sort of wondering how are we gonna use it? You know, we have a blawg and maybe we publish on various sites, you know, Google Plus and Lincoln and Twitter and Facebook. And how are we going to use this linked in platform now? I'm a big believer, and I'm sure you all are as well, even though it's not always possible of really sending the right message to the right audience. And linked in really is a special audience. It is a special audience in that it is where the decision makers are. It's professional, a high average, you know, demographic of education in terms of wealth, and obviously in terms of decision making power. So and because, you know, I started blogging about linked in back in 2008 and I believe I have a deep understanding of the platform in the audience. I realize that you know, the linked in publishing platform is not worthy of a status update. It is worthy of something deeper. And when you look at all the thought leaders in a block Darlington before and I've had so many people ask me Neo, how do I become a ah Lincoln influence or a thought leader and get access to the platform? You know, if you look at all the thought leaders they are, they're pretty much publishing unique content. They're not publishing on a weekly basis per se, as I always recommend for blogging, but maybe on a monthly basis. But the content is unique, and it's also geared towards the linked an audience, and I think that's critical. I also understand, you know, Lincoln owns pulse, which is our SS reader, and you have sort of this merger of Lincoln today and Poles and you have linked in trying to introduce influencers posts in the news feed and you have an algorithm. The news feed, which is not necessarily something like EJ rank. But I believe that with sponsored posts and native advertising showing up in our news feeds, there's obviously some tweaking. There's an algorithm that's going on there. So it's my belief that if you give your linked in publishing posts a little bit of TLC and this goes beyond just, you know, publishing content, whether it's unique content to duplicate content, of giving it a little bit of TLC and really reserving what you publish on linked in to that platform and you're not just trying to lead people elsewhere, that's what a status update is for. This is sort of like a block post, but I believe that if you do that and if your audience is receptive while the Lincoln audiences receptive to what you write and they send social signals where they like it and they share it and they comment on it, I do believe that you're going to get some pretty wide exposure for your post case in point. Okay, it has not even been 24 hours since I published my first post on LinkedIn. I published this post like at five or 6 p.m. on a week night when I blocked. I never published at that time, right? But I just wanted to. It was the first day I got access to the platform. I just wanted to get something out there. Now, even though it's five or six PM, there are people who look at linked in after work hours. Believe it or not, I do also have an audience in Asia, in Japan and India. What have you that I know that it's It's just starting for their work, our or it's in the middle of the day for them and they will be able to see it as it pops up. But the amazing thing now I used to have a blood called windmill networking, and I split that out between maximize social business where all the block content went and maximize your social, which is more of my personal brand of my business site. Right now. Most of my condom that had authority with Google went to maximize social business, so maximize your social. I was really starting from scratch without really any blood content trying to build up website traffic visitors, and I've only had it. It hasn't even been six months and self launch it. But I will tell you okay in left in 24 hours. I already have the number of views that I have on this one post, which I published on Linked In which you'll have to check out called How Will You use the Lincoln Publishing Platform if you go to my Lincoln Profile Linked in dot com slash in slash Neil Schaefer N e a L S c h f f e r. You will see. I don't know if you get to see the number of use, but just in less than 24 hours, Basically, I've gotten enough views that it would take about three weeks for me to get on. Maximize your social dot com and this is the first time I'm announcing it publicly. So obviously, my podcast listeners get first dibs on the good advice. But when you see that you realize, OK, now maximize your social like any other website gets a lot of traffic from Google. Google's not sending me this amount of traffic linked in is, and that's where the light should go on. The light went on in my head and the lights, you go on in your head. That linked in is its own ecosystem, its own eco system that can drive a lot of traffic. It's not going to your blogger website. It's going to your linked in profile. It's going to your content. But I will tell you I always say, Treat your home page on Lincoln as if it was your website. It's almost like your second website for personal branding. For professionals that don't have their own website, it is their website, and therefore, if you don't have a website, it's gonna be even easier for you to use linked and as you're blogging platform. But that is how powerful it is. I'm still waiting to see what the long term R A Y is going to be. Beyond that, I believe it's gonna be significant looking at the experiences of thought leaders and influences that are already blogging on linked in. I think that Dave Kerpen from likable. He has an excellent book that's only available on Kindle where he shares his experience and I think he says he's closed over a $1,000,000 of business that he already directly correlates to blogging unlinked in. That's how powerful it is. So if you're thinking about just diddling with the Lincoln blogging platform and just posting links there and republishing your old content there, I really think you should think twice and really give the Lincoln platform some tender loving care. Really craft each post for that audience, you know, linked in It's not a matter of quantity, it's amount of quality. And I bet you those people that try to publish every day that don't get any engagement. I don't not believe they're gonna get the same exposure in the Lincoln News feed in what is left of Lincoln today. Impulse that those who blood less but get Maur engagement per post. So I hope that this advice serves you well. Some of you already asked me. Well, how do I get access to it? And linked in will notify you when you get access. But they already publicly announced that everybody is going to get access. You will get a message from LinkedIn. And after you get the message when you go to your status update bar on your profile, you will see that there is now this little pencil and when you press on the pencil you then get access to. It's almost like if you're on WordPress, you see that kitchen sink of different icons at a light, a bit bold and add a link and at an image. And that's where you will see that functionality. So I hope that you will follow me on LinkedIn. Obviously, I'd be honored by your follow, and I'd be also honored if you engage with my content there and told me, Hey, Neil, this is what I want to see you blogged about. I am going to start a journey of blogging a linked in, and this will be content that I won't be blogging a maximize your social and maximize social business. And it's really gonna be topics that I think are most pertinent to the Lincoln demographic. So, you know, just like by listening to my podcasts, you get access to the best information. First on, I'm really going to reserve a lot of linked in specific information as well as related topics like Social Southern and employ advocacy to that platform. So you'll want to make sure you follow me there, and I'll be looking forward to reporting back to you on how everything goes. Blogging are linked in. That's it for today, everybody. I really appreciate all the subscriptions and all the likes and comments and iTunes and stitcher and soundcloud. And obviously you should already know that if you go to maximize your social dot com, you'll see the more than 50 podcast that I've already published hours and hours of me speaking, which hopefully not only entertains you but, you know, provide you some meaningful education. So I do hope that you will access those and maximize your social dot com as well. And that's it for today, actually off to North Carolina next week, where I look forward to recording some podcast for the future. As I meet some pretty famous people on social media, I do a book signing at Barnes and Noble, and I'll be visiting to different universities that already using maximize your socials a textbook. But wherever you are in the world, I wish you a great week ahead as well. And wherever you are, make it a great day. Bye bye, everybody. Thanks for listening to maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on the show or recommend content. Please contact Neil Schaffer at meal at Maximize Your social dot com. Thanks for listening and have a great day, really.