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LinkedIn’s amazing publishing platform – here’s what happened after using it for just one day

LinkedIn recently announced that it will be opening up its publishing platform to all 277 million members.  This effectively means that you can now blog directly onto LinkedIn – instantly putting the site right up there in the big league of blogging platforms.  And you thought LinkedIn was just a jobs site.

Trust me, the potential this gives IFAs and financial advisers is phenomenal.  Let me explain.

If you’re not familiar with LinkedIn’s publishing platform, it features a stream of news, articles and insights written by ‘influencers’ from big names and leaders in business (Richard Branson, James Caan, Guy Kawasaki, Lou Adler, Bill Gates, Arianna Huffington and many others).  It’s called Pulse and the news/articles you read can be tailored to your personal interests.  Soon every member of LinkedIn will be able to post, and I’m lucky enough to have been included in the first batch of members to use the service.  I’ve been astonished by my results after just twenty four hours using the platform.

The reach that these articles have is incredible, with many of those from the ‘big hitters’ being liked and shared many tens of thousands of times.   The potential this reach gives to LinkedIn users is immense, with a well-written article or blog likely to reach many many times more people than it will when posted on your own website.  The engagement level (i.e. likes, comments and shares) for these articles is also extremely high – again bringing the potential to attract more people to you, your expertise and hopefully your products and services.

I post a blog on my own website at www.philipcalvert.com, but I can see after just one day of using the publishing platform, that adding it, or a version of what I’ve written to LinkedIn is going to significantly extend the reach of its message.

LinkedIn also gives you some great statistics for your article, including the number of views, likes, comments – plus Facebook likes, tweets, Google+ posts and of course shares on LinkedIn.  Shares on LinkedIn will be particularly valuable because your content is being continually pushed around the LinkedIn community – and this in itself brings hopefully even more likes and even more shares.  Yes your own article really can go viral.

And here’s something else that’s new and highly valuable - your articles are also quickly indexed by Google which can only add to your content eventually reaching someone who needs and is looking for your services.

After reading your article, LinkedIn users can now follow you as well as connect with you.  It’s been possible to follow someone’s activity in LinkedIn groups for a while, but this is the first time that members have been able to follow each other rather than connect with them.  Presumably a follower will want to become a connection in due course if you continue to impress them with great content.

In just one day I gained 394 followers!  In short, these are people who like your content enough that they want to see more, and who knows where that will lead.

The last twenty four hours saw the number of people looking at my profile page doubling, and the number of people viewing my LinkedIn profile is now higher that the number of times I appear in search results over certain time periods.  It was always the other way round.

In only twenty four hours, just one of my articles achieved 2,272 views, had 16 comments, was tweeted 14 times and best of all was shared on LinkedIn 90 times.  That level of sharing on LinkedIn is a guarantee that it will be seen many more times by LinkedIn members.

So, I’m excited by this development on LinkedIn.  If you have skills, expertise and can communicate your passion, it’s pretty clear that there will be an audience for your expertise – who in turn could become clients and also advocates for you and your financial advice services.

The platform is simple and easy to use, and as such will only add even greater value to the LinkedIn offering.  LinkedIn aren’t clear about exactly when everyone will have access to the service, but in the meantime, use the time until you gain access to write some great content, refine it and look forward to the moment you can publish it – hopefully in the not too distant future.

Not everything you write is going to get thousands of views, so also take some time to look at the articles that are particularly popular and try to figure out what it is that is attracting people to read them.

Thank you LinkedIn – a brilliant new feature; one that will be hugely beneficial to many financial advice professionals.

But it doesn't end there.  This is just ONE of many amazing features that LinkedIn offers which IFAs can use to manage their professional identity online, attract new clients and build valuable new relationships - but only if you know how to use them.

If you really want to learn how to make the most of this important business tool, sign up for our special LinkedIn workshop for financial advisers, where in one day we reveal everything you need to know about how to use the platform.  In fact, when you follow our techniques and strategies, we guarantee that you'll attract new clients.  If you don't, we'll give you your money back.

Don't miss out.  Sign up here today



By Philip Calvert 

 

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Author: Philip Calvert
Posted: Monday, March 10, 2014 | 9:27:05 AM


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Comments

10 March 2014 | 1:59:26 PM  Philip Calvert wrote:
Thanks Gareth. Content published on LinkedIn’s publishing platform remains your own work. You own the rights to any posts you publish. I checked this with LinkedIn.

That aside, the core benefit is the reach of your content and the potential that brings. As I said in the piece, I'm suggesting that people post on their own website/blog AND on LinkedIn (or a version of it).
10 March 2014 | 12:04:22 PM  Gareth Thompson wrote:
Without poo-poo-ing the idea, which I have to say is a great, one of the issues around publishing on a platform that isn't your own is the fact that you don't own your own data.

Whilst i'm sure the LinkedIn Publishing platform will be brilliant for attracting and raising the profile of individuals and companies, it's ultimately content you're giving away for the benefit of LinkedIn and isn't something you "own".

:)

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