Linkedin is not usually one of the biggest traffic generators, because despite having many users its use as a resume online makes many of them very inactive.
However, there are also many people who work on this social network, review it every day and dive into its publications to read or share some of them.
Before, when we published something in our profile, we had to compete among many other publications that appeared on the board to increase our visibility on Linkedin. Now, since anyone is allowed to be a publisher on Pulse, that’s over.
What is Pulse
Pulse is an application of Linkedin in which you can review the news and relevant information of your sector, being perfect to read the most influential people who publish regularly in this social network. The content is personalized and, depending on the user, some publications or others appear.
Therefore, it is important to emphasize that they are not general news, but what appears to you in Pulse, in theory, is content that should interest you and that is segmented exclusively for you.
Until relatively recently you could not be a Pulse publisher unless you were an important influence, but now anyone can publish and take advantage of all the advantages of this Linkedin application.
Why is it better to publish in Pulse?
At first I commented that when you publish on Linkedin, something similar happens to Twitter or Facebook: you compete with hundreds of other publications that have been made at that time and will be next to yours. In fact, most of your contacts probably don’t even know you made that publication.
However, what if when you publish a notification arrives to your entire Linkedin network?
That’s what happens when you post on Pulse. Every time you share your content through this application, everyone you have on Linkedin will be notified that “X person has made a new post” with the title of your content next to it.
In addition, your publication will continue to appear in your profile and in a normal way in the social network itself, so you will not lose that reach that you had previously.
How To Publish In Pulse To Get Web Traffic
To publish your publication in Pulse you just have to enter here, open any published article and click on the button at the top right where you can read “Write a publication”.
You can then create a publication in which you can add the title, images, formatted text and practically the same thing you could add by writing a blog entry.
This is the key moment to generate web traffic. Linkedin allows you, directly, to upload your entire article to this platform and allow anyone to read it in its entirety. However, that is not what we want.
You must create a text similar to the one you would create in a newsletter for an article on your blog and, through it, get your contacts to click on a link that we will place at the end of this text to read the full article.
In this way, in addition to increasing our notoriety among all our contacts, we will be able to see that thanks to the increase in the scope of our publication, many more people will go to read the full article on our website.
Once the text has been written and the images have been added, finally you only have to click on “Publish” to send it to Click and wait to see the results.
Tips for being a good Linkedin publisher
Although it may seem tempting to publish everything you write in Pulse, think twice before doing so. Why?
Because you don’t want to send a notification to all your contacts with content that isn’t really worth the trouble. That would cause you to stop following in Pulse and, therefore, never again get your notifications.
If you use it in a moderate way, without abusing it or using it for all your publications, your reach will increase and the traffic that you generate through your normal publications and those of Pulse will be much greater than the one that you generated before in Linkedin.
In addition, other people who use Pulse to read news will be able to read yours, even though they don’t have you among their contacts, so you’ll also get many more visits to your Linkedin profile and, therefore, you’ll have even more reach later.
When it comes to designing a digital communication strategy, few companies stop to analyse whether it is really convenient for them to have a presence on social networks, or at least on the most popular ones.
In any case, if we use statistics, the most logical thing is to think that ignoring them is not an option.
Here are the figures to prove it: according to what was made public at the III Ibero-American Congress of Social Networks, iRedes -held in March 2013-, these platforms had 3,000 million users, which is equivalent to almost 43% of the world’s population.
A phenomenon that is also reflected in Spain, the fifth country in the world with more users of social networks (17 million in 2012), according to data handled by the Pew Research Centre.
In this context, it is evident why so many organizations do not dare to stay out of the game, especially when we talk about one of the heavyweights in the field of communication 2.0: LinkedIn.
Created in the USA in December 2002, it is the most widely used professional network in the world, attracting nearly 70% of users who use this type of tool.
A privileged position that is not likely to change: at the end of October 2013, its managers announced that they had reached 259 million users per month, making LinkedIn the third social network with more followers.
It is outperformed only by two general competitors: Facebook, with 1.15 billion, and Google+, with 300 million. Even Twitter results are more modest compared to this networking site.
Some advantages of LinkedIn for companies
Considering these circumstances: who dares to ignore social networks, among which LinkedIn stands out, in their online communication actions?
This is precisely where it lies: in thinking that it is enough to open a profile in the most important to cover the file.
Nothing could be further from the truth, because it is of little use to have a presence on social networks if we do not pay attention to three fundamental aspects:
- Establish quantifiable objectives. You have to define what you want to achieve in social networks: reach a certain number of followers, implement an effective user service channel, etc..
- Periodically update the contents. Not having an active presence in company profiles can project a certain image of sloppiness. The same happens if there is no rapid response to the doubts and complaints raised by users through this channel.
- Monitor results. Web analytics tools should be adopted to measure objectives and, if necessary, so that the communication and marketing department has the necessary information to change strategy,
It is evident that carrying out these actions means allocating a good number of resources, both in economic terms and in terms of hours of dedication on the part of the staff.
That’s why it’s a good idea to ask yourself what your company will get in return for creating (and, of course, frequently updating) a LinkedIn profile.
Discharge is not enough
To guide those who are considering whether it is worth having a presence on this platform, here are some of the benefits that this social network can provide companies.
- Compared to Facebook or Twitter, it’s a 277% more effective tool for generating coupons or leads, according to a Hubspot study.
- 53% of business-to-business (B2B) companies have obtained one or more customers through LinkedIn, and 22% in the case of business-to-customer (B2C) companies, according to the same report.
- 43% of US marketers have found at least one customer using LinkedIn.
- 8 out of 10 LinkedIn users are 35 or older, making them the most commercially interesting age group.
- 55% of job seekers do so via LinkedIn, Facebook or Twitter, which can help reduce costs in the company’s recruitment processes.
- Similarly, it is important to note that 83% of B2B marketers are regular users of LinkedIn, a percentage that stands at 51% when it comes to B2C companies.
Finally, LinkedIn can also give good results when it comes to getting a presence in the media, as 65% of journalists have ever used it as a source of information.