Last time we covered two ways to leverage LinkedIn to grow your blog: Sync your blog with both your company page and personal profile, and observe those LinkedIn groups in which you wish to be active before jumping in. This time, we’ll address what comes next.
Join the discussion. You've taken it all in and are ready to participate in the groups you've chosen. You might start by commenting on links and discussions to first build a good reputation among members before promoting your blog. Post a few resource links, messages, quotes and thoughts that bring about discussion. If easing your way in isn’t exactly your style, consider posting the central theme of your blog post as a question or comment. Once the discussion takes off, post a link to your own content within the comments made by group members.
Answer questions. Browse ‘Open Questions’ in the categories of your expertise and answer few questions that speak to your expertise. Once you have established a rapport within a community, begin posting links to your blog posts. Be sure to make your comments count. Members can rate answers, so if yours are consistently good it increases the likelihood that you will become a featured expert, which then exposes your blog on an entirely new front.
Create your own LinkedIn group. If you aren't able to find groups that address a particular sector of your industry, consider starting your own group to, in part, promote your blog. Begin by defining the mission and purpose of the group (so there's focus) and invite your connections to join. Then promote your group in other related groups. This is particularly effective for businesses that need to maintain privacy among its group members as it allows you to define the members who can join (sorry, competitors). The drawback? It requires a lot of time to build a following and moderate to keep the group active, but it provides great returns in the long run.
Always remain mindful of the golden rule: Share blog posts in a way that is genuine and not over promotional. If you stray from this, groups will turn their backs on you and it will be difficult to redeem yourself. Simply put, you need to give to get.
How do you leverage LinkedIn to grow your blog subscribers? What seems to work best for you? Please leave any tips you have to share in the comment box below.
Nikki Martin is the Chief PR Officer of MOOv, which means she blends traditional PR with social media strategies to spark conversation, inspire action and cause change. She can also belt out one of the best operatic versions of the Three's Company theme song.