LinkedIn Publishing Platform: By the Numbers

uber-linkedin-2015

There are a lot of reasons for publishing your content on LinkedIn.

  • Authority – a LinkedIn byline presents some sense of professionalism
  • Don’t have a blog – and you should be building one, but if not LinkedIn could be for you
  • Reach and Influence – mainly shown to your connections, but on other networks, maybe a “LinkedIn” article has some perceived value
  • Repurposing older content – it’s a goodie, but you wrote it two years ago, LinkedIn is a great way to resurface your best posts
  • More shareable content – social is about the content you share, so another post to socialize on any given day is a good thing
  • Build followers on LinkedIn – yes, people might follow you if you write good stuff
  • Start a conversation
  • Get views of your profile – if you’re looking this is a great way to show your thought leadership
  • Drive traffic to your blog – use the related posts links and signature lines to link back to your site

And all of these things are possible through the simple publishing process. But not all of the goals are showing the desire results. Let’s look into my experience with 96 LinkedIn posts so far…

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UPDATE 8-24-15: I got my post report card from LinkedIn today. I guess they are killing unpaid reach just like Facebook did. As a social media network I can see no reason to continue using them as anything but a “updates” platform.

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Tactics, Strategy, Career, Consulting. Are these my buzzwords, or the nature of LinkedIn in general? Are people on LinkedIn for other reasons besides looking for work or referrals? Do people go to LinkedIn to get “social” or to “learn?” I don’t think so. I think the majority of traffic on LinkedIn is recruiters and job/work hunters. I know I “use” the platform to promote myself and my experience. The publishing platform is a nice extension of that. Let’s dive into a few of my goals and see where we’ve moved the needle.

How are my profile views going? If we could imagine that the top performers in November drove more views, that would be cool, but I’m not sure about the big boosts in late October, since I have published at the same pace for several months. VERDICT: neutral.

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And how about referrals to my website?

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That’s not very good, for six months of work. And I suppose if I was trying to build my business or blog via LinkedIn traffic I’d have to look to advertising rather than publishing. However, since my content was already written, my effort level to re-publish existing content on LinkedIn took a minutes. If I was writing for LinkedIn I might be unhappy with the results. VERDICT: Doesn’t drive significant traffic off-site.

Okay, but 8,700+ reads on LinkedIn via 7 posts, that’s not too bad. But this is the top of the heap. Average views on my Linked in posts is about 50 – 100 views.

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So that seems like a lot of work for a small return. But again, I already have a blog that generates around 500 views a day. So my LinkedIn strategy is more about extending the reach of my content. And this platform certainly allows me to generate views, at least on LinkedIn. VERDICT: WIN, if it’s not the only publishing platform you use and your success does not depend on traffic and conversions from your content.

Finally, what about reach and exposure? In the last two weeks I’ve gotten two referral phone calls from people who were activated by my post on LinkedIn. That is really positive, since my blog generates a lot of traffic but does not deliver any leads. (I’m trying to reset my goals for 2015, and make sure I’ve defined my audience’s goals as well.)

DO PUBLISH ON LINKED IN. But don’t make it a primary strategy. If you don’t have a blog, start one. No one will fault you for starting late, but they will wonder why you don’t publish, if you’re so smart.

John McElhenney
@jmacofearth (also seen on Google+: jmacofearth)

 

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