7 Takeaways from My Paper.li #Bizheroes Chat

7 Takeaways from My #Bizheroes Chat

I recently lead a discussion on building and maintaining a LinkedIn audience on Paper.li’s #Bizheroes Chat.

Here are 7 Takeaways in case you missed the chat:

Q1. How do we start building an audience in LinkedIn? What are the first steps?

The first thing you can do to start building a LinkedIn audience is to have a complete LinkedIn profile. People need to trust you before they will listen. Connect with people and build up your network. As people are more likely to read an article from someone with connections as opposed to someone with zero.

Q2. What kind of content delights LinkedIn users? How is it different from a regular blog?

Content that delights LinkedIn users are How to articles, articles on News and Industry Trends.  It is important to have a great headline that will catch the reader’s attention along with content that supports it.

LinkedIn is different from a blog in terms of SEO because users can only use three tags where as a blog user can use an unlimited amounts of tags. Also, the user owns their blog in terms of branding and content where LinkedIn owns the content on their platform. However, LinkedIn has over 400 million users and is the largest business publishing platform.

Q3. Are there any rules we should follow when trying to attract an audience on LI?

When trying to attract an audience, it is important to write with your audience in mind.

Ask the following questions:

What is your objective for writing and publishing content?

Who is your target audience?

What types of content do they find valuable?

Also, curate content from people in your industry, influencers & non influencers. This will help to build a relationship where they will share your content if they think it is valuable.

LinkedIn provides suggestions when you share a post. It is a good idea to check the channels for your industry as LinkedIn has many specialized channels for content.

Q4. How do we make sure we’re attracting the right audience?

See who is sharing/engaging with your content. Is your target audience sharing it? Examine content that gets shared in your industry.

Q5. How can you use LinkedIn to market yourself or your business?

Users can create business pages, groups and most importantly keep creating and sharing content/relevant insights. Remember the audience determines what is relevant.

Q6 Is there a way to share your own work without being too self-promotional?

Use SlideShare for content repurposing as it is great to embed in posts, use videos along with text, pictures etc… This will allow you to put a different spin on your work; changing things up with your audience.

In my posts, I share links to relevant articles I wrote on the topic.

At the bottom of each post, I create an about the author section. This gives the reader a choice if they want to learn more and does not compromise the quality of my work.

Q7 How can we try and build relationships and then take them off of LinkedIn?

Users can use LinkedIn groups and messages to share relevant insights, conferences and networking events with connections.

How have you built and maintained an audience on LinkedIn?

Share and comment below.

Related Articles

How to Build an Audience on LinkedIn Pulse

How to Optimize your LinkedIn Profile for Storytelling

How to Build a Brand on LinkedIn

How to Integrate SlideShare into a Content Marketing Strategy

How to Integrate a Blog into an Inbound Marketing Strategy

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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How to Write & Publish Compelling Content on LinkedIn

How to write a LinkedIn long post that Engages Readers & Builds an Audience

image  via https://i2.wp.com/animoto.com/blog/wp-content/uploads/2014/11/Screen-Shot-

Writing on LinkedIn’s long form post is similar to writing blog posts. Your goal is to engage your readers & build an audience. Let’s explore the features of the LinkedIn publishing platform.

The Structure of the LinkedIn long form 

Title

The platform provides a place for a title.

Tool Bar

Underneath the title, there is a tool bar similar to one you would see in Microsoft word that allows writers to use headings, Bold, Italics, underline, center, bullet points and numerical lists. Users can also use the tool bar to insert links, images, and videos.

Body

Next, is the body of the platform where users can write the body of their content and lastly there is the SEO tags.

SEO Tags/Keywords

A key difference with these tags is that LinkedIn allows users up to three tags or keywords to index the content where traditional blogging platforms offer more. Update Since this writing, LinkedIn now allows users to use more tags similar to other platforms.

Pictures/Images

Users can also upload an image at the top of their post, LinkedIn recommends pictures 700 x 400 pixels look best. LinkedIn also allows users to credit their image source.

Writing on LinkedIn

Now that we have described the inner workings of the LinkedIn long form, let’s describe how to write compelling posts. Now you might be asking what topics should write about?

Popular topics are as follows:

1. Your insights on trends in your industry.

2. Case Studies

3. Topics in the News

4. How to articles that teach readers how to do something.

5. How you learned from failures and adversities.

If you are still unsure what to write about; LinkedIn now uses an algorithm that analyzes previous posts you have written; offering 3 to 4 ideas based on your industry.

The Body of your Post

Once you have chosen your topic you are ready to start writing. You must create a thesis which is the claims that you are making. This should be followed up with three to four paragraphs that prove your thesis, claim and assertion. Paragraphs should be 4 to 6 sentences when possible. Within these paragraphs, you should use headings and  sub headings along with bullet points so your text is easy to read. The text should be visually appealing  to the reader.

In terms, of how long your post should be it is up to you. There is no set length, rather your post should be long enough to prove out your thesis, assertion and claim.

Title

Your title should reflect what the topic that you are writing about while being engaging to readers. Most people just skim the headlines as they are bombarded with content, in other words you have just seconds to catch their attention.

Popular titles include:

1. How to’s,

2. lists ex 7 ways to _______

3 A question.

SEO tags Keywords

Make sure to pick keywords that reflect your topic as you only can use three.

Images

Make sure when you upload an image that it reflects what your post is about.

Video’s/embeds

To enhance your text, you can embed videos and presentations from Slideshare & YouTube. This can be a strategy to re-purpose existing content.  Update LinkedIn has moved the embed menu from the top to inside the body of the post.

Calls to action

Make sure that your posts have a call to action at the end. In other words, what action do you want your reader to take as a result of reading your post.

Sharing

You can share your post in the following ways:

1. On LinkedIn through a status update, your LinkedIn groups & messages.

2. Through the Social Sharing buttons that include LinkedIn, Facebook & Twitter.

3. Through links on Google+, tumblr, WordPress etc…

Also, you want to ask  questions of the reader that encourage them to comment and start a discussion.

This is how to write a LinkedIn long post that engages readers & builds an audience.

What strategies do you use to write a LinkedIn long post that engages your readers & builds your audience?

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the  company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

4 Examples of How Social Media platforms can increase Revenue & Engagement

I have examined 4 ways how social networks can increase user revenue & engagement. The last is how a brand partnered with a Social Network to drive product sales.

Publishing/Marketing/Branding

1.Why all Social Networks should build a Publishing Platform

Social Networks are great places to discuss and share ideas. While many networks have developed various proprietary video apps, they do not have a place to write and publish original content. 

2.How LinkedIn can increase its user Revenue from Pulse

LinkedIn’s long form publishing is a great resource for users of the platform. Users can upload, pictures, videos and share links in their posts. Members can also add up to three tags for SEO purposes. The long form offers the blogging  functionality of other platforms such as Blogger, WordPress, tumblr & Medium.

However,

Mobile

3.How YouTube can increase User Engagement & AD Revenue

YouTube is a great platform. It has been very beneficial to me. I enjoy using the app on my mobile device as well. However, the app on mobile devices can be improved.

YouTube is a great video app, but

Digital Marketing/Social Media/Tech/Ecommerce

4. Domino’s uses @Twitter Smart Watches & Other Digital Technology to Drive Sales

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the  company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

How LinkedIn can increase its Revenue from Pulse users

How LinkedIn can increase its user Revenue from Pulse

image via http://vpngni.s3.amazonaws.com

LinkedIn’s long form publishing is a great resource for users of the platform. Users can upload, pictures, videos and share links in their posts. Members can also add up to three tags for SEO purposes. The long form offers the blogging  functionality of other platforms such as Blogger, WordPress, tumblr & Medium.

However, the link addresses assigned to the long posts are very long; each user profile is assigned a specific number. Here is the opportunity for LinkedIn to raise more revenue from users. LinkedIn should allow users to buy a custom url or domain. This way users can brand the content they publish on the platform.

Letting users have a custom domain name based on LinkedIn will allow the platforms to compete with other blogging platforms. This will come in handy when sharing the content on other social networks because the content branding will be improved.

Custom domains on LinkedIn is the next step for the platform to become a full blogging site.

Would you purchase a custom domain or url for your content from LinkedIn?

Feel free to comment and share your ideas.

5 Ways to Optimize Your LinkedIn Profile for Storytelling

brand-storytelling-content-marketing_1

A LinkedIn profile is a great opportunity to show case who you are and what you can do for others.  To effectively show case yourself with your LinkedIn profile, you need to be able to tell a story that is credible and engaging. How do you tell a story on LinkedIn with your profile? There are 5 Steps you need to take in order to optimize your profile for storytelling.

1. Creating a Great Headline

A headline is  equivalent to the title of a book, essay or story. The headline should be engaging. Like a story, the reader decides if they want to read more or move on. This is the Attention Economy. Using the automatic headline that lists your job title is a mistake. It is boring and makes you just like everyone else. It demonstrates that you lack creativity.

Your headline should be a short introduction of how you help others in your current role; if you are happily employed or if you are looking to advance in your current field. People who work at LinkedIn do this effectively. If you are looking to change careers, the title should demonstrate how you can take skills and insights that you have developed and apply them to the career that you aspire to obtain. In other words, the headline should be able to answer the question “What are you looking to do or what do you want in your next role?”  Next, every great book title needs a visual to impact readers.

2 Uploading a Photo

LinkedIn profiles includes large amounts of text. Similar to a story, text alone is not visually appealing. This is where a photo can help. When you upload a photo to your LinkedIn profile, your profile comes to life; similar to cover art on the front cover of an autobiography. Remember your profile is your story & brief  career autobiography.

When you chose a picture, make sure that it is clear and makes you look professional. Get a professional head-shot if need be. LinkedIn is offering a Picture Opportunity across the United states where users can obtain a fresh professional head-shot along with profile optimization advice. I am using the picture that I received from the event in New York City.

3.Crafting and Creating a Summary/Presentation

Your summary should reflect and expand on the headline. This is the place where you provide a brief overview that supports your headline, thesis and title of your story. Your summary can be used to briefly introduce yourself to your audience. It is important to keep your audience in mind. Put yourself in the place of the reader. Would want to read your profile if the roles were reversed? If the answer is no then make it better! Ask for help if need be.

Once you introduce yourself, tell your story. Explain your background , where you are today and where you want to be in the future. Make sure to include how your current skill set and experience has helped others and how these skills can be applied to a new role. When you list your work experience, make sure to back up your headline and summary. Think of this as your body paragraphs.

4. Describing your work experience

As I mentioned above, the work experience section of your profile are the body paragraphs of your essay and story. It should be listed in chronological order. Each position that you describe should have specific examples of how you helped others in the role. LinkedIn also allows users to upload presentations and videos of their work. This can serve as a digital portfolio of your work that people can view. The next thing that I would do is to obtain recommendations. You can also share your presentations from Slideshare on LinkedIn as well.

5.  Obtaining Recommendations and Endorsements

A LinkedIn recommendation serves as proof that you have done excellent work in your position. These recommendations should be from coworkers, supervisors and customers that you have served. They should serve as the conclusion to your story and essay where your claims are verified and validated. Recommendations should not be given away freely; doing that will undermine your credibility.

Endorsements are a quick way for someone to say that you are good at a particular skill with out needing to write a recommendation. LinkedIn allows users to list up to 50 skills that connections can endorse.

Putting it all Together

Using these 5 steps will allow you to create a LinkedIn profile that can help you tell a credible and engaging story to potential customers and employers.

How have you used your LinkedIn profile to tell your story?

image by http://www.thesba.com

Build your Brand with a Blog

Blogging is a great way to build your brand and market your products to the masses. Writing a blog allows you to demonstrate your expertise through writing. Blogging helps to provide prospects and customers with valuable information. Providing valuable information helps to position you as an expert and a resource.

Popular blog posts formats are: How to’s, book reviews, interviews, analysis of trends in your industry and best of’s. I was approached by many people as a result of my blog. Now you are asking the question, “How did you get the idea to blog?”

I decided to write a blog while working on an assignment in the education field. This assignment required me get other people to work on their writing. One of the prompts I used asked the question, “What do you know a lot about?”

Make a list of topics, choose one and write a research paper on this topic.

This writing prompt made me think about the topics that I knew a lot about. The topics were Sales, Marketing, and Social Media. As a result, I decided to put my thoughts on these topics in writing.  I launched Dan Galante’s Sales and Marketing blog in November 2011.

A blog is very easy to set up. The major blogging platforms are WordPress and tumblr. Both sites allow users to register for free. If you want to choose a custom domain name there is a fee. WordPress directly offers domain names for sale on their site. With tumblr, you will need to go to an outside provider and redirect the site to tumblr.

The WordPress and tumblr platforms have many features of Facebook and Twitter. You can re-blog an article. Re-blogging is sharing someone else’s content on your blog; similar to a retweet. Your fellow bloggers can also like your post and comment on it, similar to Facebook.  These features are great for engagement. Articles can be tagged with relevant terms. You can then search out these terms to see all posts on that topic. This is similar to a hashtag on Twitter or SEO.

WordPress and tumblr allows bloggers to share articles on various social networks such as Facebook, LinkedIn, Google+ and Pinterest. You can use badges and plugins from your social networks to build a following and community. I have used this method to expand readership.

Guest blogging and syndication is another way to share your content. I am now syndicated on The Strategic HR blog.

Once you decide to start blogging, stick with it and publish quality content. Try to set up a writing schedule to maintain consistency. I shoot for once a week.

Blogging is a great way to get your message out. This is how you can build your brand with a blog.