9 Ways to Use LinkedIn Articles and Posts to Drive More Traffic to Your Website

Here’s a thought.

Stimulate interest on LinkedIn then direct people to your website.

You’ll get an SEO benefit but more than this; most of the people flowing from LinkedIn will already know you, or at least they’ll know your name, and will likely be connected to you. If you’ve fully optimised your website for conversion, this should mean that you’ll get more results in the form of leads or calls booked.

So, today I’ll be sharing nine different ways to get traffic action happening on LinkedIn without spending a cent on ads.

As with all social media platforms, the key is to increase your reach so more eyeballs will see your posts in their newsfeed.  YOu can put the odds more in your favour by doing things such as:

1). Replies.  Reply to their comments and likes.

2). Comments.  Comment on some of their posts.

3). Messenger Outreach.  Do it sparingly but each time you chat with people the likelihood of them seeing your content increases.

Do it sparingly, but each time you chat with people, the likelihood of seeing your content increases.

I’m not saying you must do these extra things, but if you accept my humble request, your results will be much better.  More people will see your posts on their timelines, and it only requires 15-20 minutes a day to do it.

So, dive in and pick the best strategies for you.

1. PUBLISH NATIVE LINKEDIN ARTICLES

The problem with LinkedIn articles is that unless the article is original you will not get any SEO benefit from publishing a blog post on LinkedIn.  One option is to share your article on LinkedIn by copying and pasting your entire article from your website and re-publishing it again as a native LinkedIn article.

However, this is not the best strategy.

Due to LinkedIn’s lack of SEO functionality, you cannot mark the re-published article as a canonical page.

Huh?

Because of bad practices by content thieves (who steal other people’s content), Google developed a response by preventing duplicate content from ranking on their search engine.

When you write and publish content on your blog, then try and do the same thing on LinkedIn, you will get hit by the duplicate content rule.  It’s hard to know which post they will disallow, but rest assured – they will ban one of them.  Bad luck for you if they downgrade your blog post, which would defeat the purpose of the exercise.  The standard way to get around the problem would be to use a canonical tag in your social media article, the effect of which would be to tell Google to rank your blog post, not the SM post.  This would be fine and dandy but for one small problem: unlike a platform like Medium, LinkedIn does not support canonical links.  Damn!

Therefore, I don’t recommend you post a duplicate of your blog article on LinkedIn.  Instead write a post that promotes your blog post and include the link.

Or put in the extra effort and rewrite your blog post for LinkedIn, so it’s 80-90% unique.  There you have it – give it to Medium, or rewrite the entire article for LinkedIn.

2. POST SNIPPETS OF YOUR ARTICLES

Instead of publishing your entire article as a native LinkedIn article, share short snippets as LinkedIn posts instead.  Do it this way because LinkedIn posts get a much higher organic reach than LinkedIn articles (that is, more reach within the LinkedIn platform and community).  You can also add a video and pic to each post to give it more visual appeal.

Now that LI has increased the character limit to 3,000 or 500- 600 words, you have plenty of room to make your snippets compelling. Add some hashtags and drop a link in the post or Comments, and you’re good to go.

3. SHARE URLS OF YOUR BLOG POSTS

Another way of promoting your blog post on LinkedIn is to share your URL.

LinkedIn will automatically create a link post and attach a preview of your article as a clickable link.

Since this is a LinkedIn post, you can include up to 3,000 characters (about 500-600 words) in your description. You might consider sharing the first 500 words of your article as a short article snippet.  Make sure you include some copy that promotes your blog post – you always have to sell the click.

Some people say you shouldn’t post non-native content because LI will reduce your reach. This is true, but the offsetting positive is that it’s easy for people to click the link, resulting in more people visiting your website anyway.

4. UPLOAD NATIVE VIDEO

There are two types of videos you can create and post:

  1. Value Driven, No Pitch
  2. Value Driven, With Pitch

I try and strike a balance between value-driven and promotional content.

I try and strike a balance between value-driven and promotional content. Most of my text-based posts do not promote anything except my competence.

If my post stimulates people, they might take the circuitous pathway by checking my profile, reading my About section, clicking on the link to my website, and booking a call. A beautiful outcome.

Other marketers take a different approach.  They are always promoting an offer via their content.  Fair enough.  So, if you take this approach with video, you would record a short 2-minute video sharing one idea or tip, then add a Call to Action (CTA) at the end.  The CTA could be a Free 20-minute Strategy Session or Free Consultation.  The other CTA, of course, is to promote your latest blog post which is a perfect fit for this article.

So, your 2-minute video would talk about the post – heck, you could use your mobile phone and show them the article on your computer. This type of thing often has more impact than just talking directly to the cam.

If you use LinkedIn videos to promote your articles, consider adding subtitles so people can watch them without listening. This works well in office situations, airports, and restaurants etc.

The approach I like to use is to write a list of micro topics revolving around my blog post.  Then I record a short 2-minute video on each topic.  This gives me content fodder for a week or more.

Indeed, I will record 9 short videos for this article, then tell people to read the full article by visiting my blog.

5. LINKEDIN LIVE BROADCAST

Pick a topic and promote it before the event. Make sure the topic is highly relevant to your target audience. The length of the live broadcast will vary according to the subject and how much detail you want to share. If you’re new to the world of live broadcasting, it is best to keep it to around 20 minutes. During the broadcast, you can reference your blog post a few times. Also, add the link to your post. An alternative is to promote a free report (lead magnet) which can be accessed after people have opted into your email list.

From there, your autoresponder system will send them an email and deliver the report, but it will also inform subscribers of new blog posts as they happen.

After the event download the video onto your computer.  You should do this for a few reasons:

  1. To edit the video.
  2. To extract snippets to post on LinkedIn in the future. (One live broadcast will typically yield ten snippets.)
  3. To load the full (edited) video to YouTube.
  4. To gain the transcript of your talk so you can create text-based posts.

6. ARTICLE SUMMARIES

An alternative to extracting a section of your blog post and pasting it as a LinkedIn post, is to write a summary of the post, and publish it on the platform.  Make sure you include the link to your blog post.

If your blog posts are long, feature the key points in your LinkedIn post, or rewrite one of the main points and rewrite it.  Be mindful that the purpose of the LinkedIn post is to promote your blog post, so don’t give people too much content on LinkedIn – always leave them wanting more.

7. CAROUSEL POST SUMMARY OF YOUR ARTICLE

If you’re preparing a LinkedIn article rather than a post, consider creating it in Google Chrome rather than on MS Word or similar.  The clear advantage over the Word option is that will have a clickable link you can include in the article.  A variation of this method is to create a shorter LinkedIn post, and include the link to the full article.

Sharing documents such as PDF files (we call them carousel posts) will also help you boost your organic reach when you promote your articles on LinkedIn. You can use Google Chrome to convert your piece into a PDF document. Too easy.

Create a document post with your PDF and include the link to the original article in the description (so LinkedIn members have the option to head to your website).

Another thing you can do is mention a couple of articles related to your LinkedIn post, articles that people can only find on your blog. This will give them further motivation and incentive to visit your site.

8. ADD LINKEDIN POST TO YOUR FEATURED SECTION

The Featured Section is one of my fav aspects of LinkedIn. If you’re not sure how to find it, go to your profile and scroll down. Having said that, many Featured sections are crap because they lack impact. But done correctly, the section is an excellent way to stop people scrolling, and they spend more time on your profile.

So, if you are confident that your post is a good one, go to your profile and add your published post to the featured section. More eyeballs will now see the post, especially if you’re adding new connections regularly.

9. PIN YOUR LINKEDIN POST ON YOUR BUSINESS PAGE

If you’ve set up a LinkedIn business page, you can pin your promotional article to the top of your newsfeed.

So, when someone visits your company page, they will easily see your pinned post. This is yet another way to get more eyeballs onto your content, thereby increasing your website’s chances of getting more visitors.

CONCLUSION

LinkedIn is a pretty good place to promote your business content. But without a following, it will be hard to gain traction, which is why you should regularly add people to your network. Being the biggest B2B platform globally, LinkedIn is an ideal platform for B2B businesses, although some B2C firms can do well on LinkedIn too.

Over 700 million people use LinkedIn; therefore, it offers an unparalleled opportunity for businesses of different sizes to prosper on the platform.

This post has given you a good selection of strategies that will drive traffic from LinkedIn AND Google at the same time.

You don’t need to embrace every strategy featured here – start with two or three and see how they go. Soon enough, you’ll find the sweet spot – perfect strategies for your business.

 

Leave a Comment

Your email address will not be published. Required fields are marked *