Thought Leadership Through LinkedIn Publish
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Why and how to use LinkedIn's new publishing platform to set yourself and your company apart as thought leaders and to drive engagement with your target audience. Presented by Martha Golea at WaterSmart Innovations Conference 2015.
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Thought Leadership Through LinkedIn Publish
- 1. Water Matters More Thought Leadership Through LinkedIn Publish Martha Golea|Marketing Communications Manager
- 2. Agenda • What is Publish and why should I care? • Benefits of using Publish • How to post/share/WIN • Connecting with your target audience • Questions
- 3. What is LinkedIn Publish? • LinkedIn’s new(ish) publishing platform • Like a free blog!
- 4. Why should I care? • Elevate your brand
- 5. Why should I care? • Elevate your brand
- 6. Why should I care? • Promote your message to a professional audience “…even if huge floods fill our reservoirs, we can't stop managing our water properly.” “We can no longer pretend water is limitless and free.” “Will you join us in conserving enough water to flip supply and demand?” “Join us…in defeating the true enemy: water waste!”
- 7. Why should I care? • Promote your message to a professional audience • Be a thought-leader in your field
- 8. Why should I care? • Promote your message to a professional audience • Be a thought-leader in your field • See real results
- 9. Benefits of using Publish • Cheaper than a blog or hiring a social media staffer
- 10. Benefits of using Publish • Cheaper than a blog or hiring a social media staffer • Easy to learn for writer and reader
- 11. Benefits of using Publish • Cheaper than a blog or hiring a social media staffer • Easy to learn for writer and reader
- 12. Benefits of using Publish • Cheaper than a blog or hiring a social media staffer • Easy to learn for writer and reader • Quick to use
- 13. How to: Post • Always use a header image and strong headline • Use tags to get your post noticed
- 14. • Use your own voice, not a corporate marketing voice How to: WIN “We’ve adopted a “drive it like you stole it” mentality of “run it like it’ll never run out”.” “Doing things the old way has led to a global water crisis.”
- 15. • Use your own voice, not a corporate marketing voice • Always have a call to action How to: WIN “Please don’t wait for your local community to be at a crisis point to realize you need to reduce your water usage.” “We’ve adopted a “drive it like you stole it” mentality of “run it like it’ll never run out”.” “Doing things the old way has led to a global water crisis.” “If property owners across the state would make this small improvement, together we could save trillions of gallons of water every year.”
- 16. • Post 1-3x per month • Ask questions, talk about failures! • Always respond to comments How to: WIN
- 17. Connect with your audience • Search by location, company, title, skills, etc. • Join groups, create a group • Start a company page
- 18. • Tag your posts • Always ask for followers in your posts • Promote your posts where your audience will find them Connect with your audience
Editor's Notes
- Weathermatic page followers have increased by over 75% since Mike started regularly posting with Publish.
- You can see from Mike’s personal stats, every time he posts an article his profile views jump dramatically. Often up 100% from the previous week, while maintaining similar engagement.
- LinkedIn is where people go to actively engage on a professional level; no cat videos, this is for learning and sharing newsworthy information.
- When posted to applicable groups, Mike’s posts and corresponding comments often launch lively discussions from colleagues, competitors, and prospective clients.
- The new Publish statistics show exactly who has liked, commented, or shared your post, as well as specific demographics for everyone who has viewed it – all in one place. You can connect with those people instantly to expand your connections.
- If you don’t have the budget to create a branded blog, a generic one with ads is not a great way to go. LinkedIn Publish posts are just as easy to find and the layout is simple and clean. It’s also a great way to collect content to share on other networks, in emails, newsletters, etc. You don’t need a content writer or someone to manage all different social updates all the time.
- The format could not be simpler for the writer. And followers get a notice in their email and/or their news alerts every time you post. Commenting is easier than most blogs.
- The format could not be simpler for the writer. And followers get a notice in their email and/or their news alerts every time you post. Commenting is easier than most blogs.
- Don’t have to set up a blog or website or keep up with constantly revolving feed like Facebook or Twitter.