When running a small business you need to use every cost efficient marketing channel you can find and I think LinkedIn publisher is still one of those under used channels. I don’t think there is a small business owner today who hasn’t heard of LinkedIn but I believe the majority are missing an excellent opportunity by not leveraging LinkedIn Publisher.
For a number of reasons LinkedIn Publisher makes perfect sense for every small biz owner. If you already are growing your LinkedIn profile then using the publishing feature is one of the best free ways to grow your business exposure. LinkedIn mentions several specific benefits on their website.
As LinkedIn notes there are advantages to publishing content on their platform. It lets you grow your network while showing a level of authority. Let’s face it most people are not publishing on LinkedIn if your among the first in your industry, it gives you an instant level of credibility and potential SEO benefits.
I speak daily to small business owners that have no idea of how they could leverage publishing content on LinkedIn. Many small business owners already have some form of content marketing plan. If you are already generating content, then why wouldn’t you look to get it as much exposure as possible?
Using the free blog platform on LinkedIn is as simple as clicking, Publish A Post.
Which Takes You To A WYSIWYG Editor:
For most business owners I would recommend a teaser/excerpt post leading back to their blog or website. Currently, you see many major publishers using this method successfully.
New York Times Features Excerpts On LinkedIn Pulse
Research has shown that shorter LinkedIn posts tend to convert the best. Create a 1-2 original paragraphs and a eye catching image. Follow the example of the New York Times above.
Whether Or Not You Should Use An Image Like This To Market Your Business Is Up To You…
Especially for small business owners in B2B industries or those targeting affluent homeowners or consumers. The majority of professionals in your industries are on LinkedIn. As their statistics show, the target mass-affluent/business owner demographic spends a significant amount of time on social media and LinkedIn especially.
Using the publishing option under your personal profile, allows you to both grow your personal network on LinkedIn but also generate a competitive advantage over your competitors, many who simply have a LinkedIn profile. (Most often it’s a profile that’s never updated)
While not an excerpt of a post like recommended above, below is an example of an article I re-purposed on LinkedIn during my time working for the global insurance broker Willis. (Now Willis Towers Watson Though the article only received 143 views I was able to share it on my personal LinkedIn after it was indexed on the company blog to generate some additional engagement.
Using LinkedIn Publishing For Small Business Example