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How to Use
LinkedIn's
Publishing
Platform
to Generate
Leads
Page 2
1,000,000 publishers
on LinkedIn with over
130,000 posts per
week published
Page 3
THE OPPORTUNITY
 Publishers represent only .25% of total
LinkedIn membership
 More than 1/2 of best performing posts
written by everyday people
 45% of readers are in upper ranks of their
industries (Managers, CEO’s, Owners)
Page 4
“ LinkedIn can provide
a network effect to
your best thinking. ”
- Dan Roth,
Executive Editor at LinkedIn
Page 5
Why Publish on
the LPP?
5 Compelling Reasons!
Page 6
1. Be viewed as a thought leader and credible
expert in your industry, market or niche
2. Reinforce your existing client/customer
relationships
3. Generate new leads or prospects
4. Grow your network of connections and
followers
5. Increase reach and visibility (even beyond
LinkedIn)
Page 7
What to Write
About on the LPP
- 7 Tips
Page 8
The
LinkedIn
Audience
The
Working
World
=
Page 9
The LPP Golden Rule
Help your target audience…
Learn
Think
Feel
Achieve
Page 10
Cover universal
themes
1TIP
 professional development
 business
 marketing
 career
 self-improvement
 leadership
Page 11
The CEO of a benefits
company writes about
what every entrepreneur
needs to know about
Obamacare.
Page 12
Specific topics or trends
related to your
industry/market /niche
2TIP
Page 13
A technology start-up
advisor writes about Tesla,
oil companies, and the
future of mobility.
Page 14
Personal insights and
lessons learned
3TIP
“What I learned from…”
Page 15
News affecting your
industry, market or niche
(Your POV)
4TIP
Page 16
Review what LinkedIn
Influencers are writing
about
5TIP
Bonus! Look for the trending
‘monthly’ LinkedIn Influencer
hashtags #HowIHire
Page 17
Feature influencers and
experts – share their stories
6TIP
Page 18
Get ideas from posts
featured on LinkedIn
Pulse channels
7TIP
OWN A CHANNEL!
Page 19
Where to find
LinkedIn Pulse
Channels:
https://www.linkedin
.com/pulse/discover
Page 20
Best Practices
for Standing Out
on the LPP
Page 21
Add a Primary Image
Use an image that is
relevant and unique.
Page 22
Make it Scan-able
Break your posts
up with subheads
and spaces.
Page 23
Tag Your Posts
Bonus: Choose relevant tags that
correspond with LinkedIn Pulse channels.
Page 24
Insert a Call-to-Action
At the end of
your post,
include a call-
to-action!
(can include a
hyperlinked
image)
Page 25
Experiment with Word
Count and Frequency
 500 – 2000 words
 weekly, bi-monthly, monthly,
quarterly
Page 26
Republish, Don’t Replace
(Your Blog)
Republish the entire post and include
mention of where published.
Page 27
Craft a Compelling
Headline
 Major media outlets, popular blogs, tools
 Free Tool: CoSchedule Headline Analyzer
http://coschedule.com/headline-analyzer
Page 28
Killer Promotional
Strategies
for Your LPP Posts
Page 29
Equity=Engagement
Page 30
Share Your LPP
Posts
 multiple times (on LinkedIn)
 on other social media channels
 with your email list
 with specific people
Page 31
Share your LPP
Posts Page
 Visit your profile
 Scroll down to your posts
 Click “See More”
 Grab your LPP Posts page URL
 Share on social networks, website,
email signature
Page 32
Proactively grow
your network
1st degree connections
automatically follow your posts
Page 33
Revise Old Posts
 Do you have an image and call-to-
action?
 Do you have 3 tags?
 Can the post be improved upon?
Page 34
Give LinkedIn
Pulse a Heads Up
(Sparingly)
Tweet the following:
Tip @LinkedInPulse
Page 35
Want to learn
how to get
MORE
BUSINESS
OPPORTUNITIES
on
?
Page 36
DOWNLOAD your
FREE TIP SHEET:
9 Quick Tips
to Boost
Your
LinkedIn
Influence
Page 37
Click to access!
DOWNLOAD your
FREE TIP SHEET:
9 Quick Tips
to Boost
Your
LinkedIn
Influence

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