For those businesspeople that have always wanted to be publishers, to share their knowledge, or to tactfully promote themselves, LinkedIn has rolled out a new service allowing you to publish as many posts as you like. They are opening the door to this service – currently available to about 3,000 people, but soon available to all 300 million LinkedIn users—because LinkedIn wants to become a business news source. In fact, an in-house survey by the company found that 91 percent of LinkedIn users do use the site to find professionally relevant business information and high content users spend up to 8 hours a week on LinkedIn, much of it reading business-related content.
However, the secondary reason is to allow people like you and me to become more visible on LinkedIn, allow words to lead to sales, and be the “wannabe thought leaders” they have always sought to become. This was also borne out in LinkedIn’s in-house survey. The survey found that people are now taking advantage of this new service for three primary reasons:
- 65 percent want to increase their visibility
- 64 percent want to enhance their business reputation
- 49 percent want to position themselves as a thought leader
To find this service, visit your Profile.
LinkedIn reports that the types of posts that are most popular – and are most often shared – are the following:
- New Research
- Breaking Industry News
- Case Studies
In my own experience, I have found that revealing “breaking industry news” can generate a lot of traction, action, and reaction.
When I wrote that the main trade publication for the professional cleaning industry had folded – at least that appears to be what has happened, although no official announcement from the publication has been made – I started getting emails and phone calls within an hour of its posting.
I also noticed web traffic to my business website soared that day. So I would have to say if you have news that is very important to your industry, one place to consider making your announcement is on LinkedIn.
A couple of details you should be aware of:
- Long posts seem to work best; believe it or not, posts over 3,000 words appear to be the ones that are most shared on LinkedIn. (I would suggest 500+ words should do)
- The best times to post are early in the morning and the best days to publish your posts are Monday and Tuesday; content posted early gets more shares but things tend to die down later in the week.
- Related to this, do not publish on the weekend.