LinkedIn is a professional networking site, where you can make connections, find jobs, post jobs and join groups with like-minded people.

It has a lighter side in that you can post status updates (not character limited like Twitter), share posts, but most importantly, perhaps, create publications.

Like Medium and the impending Facebook Instant Articles, LinkedIn is a great publishing platform. Just like a WordPress site, it does allow backlinking, setting of featured images and H1 and H2 headline tagging.

What’s great about publishing on LinkedIn, though, is its transparent analytics.

Let me explain to you in 5 steps:

  1. You have an idea for a blog post, you itch to share it, you reach for your blogging site and build a compelling piece of content, optimised for SEO with the right keywords, tags and headline. You post it.
  2. You then track it using Google Analytics which due to the sheer size of the internet is not instant in its analysis.
  3.  Your publications show real-time views, comments, likes and shares and what’s best these are instantly updated.
  4. You can blog on your website and then copy the url on to to your own profile, or to groups, to drive business traffic to your website to garner good CTRs or you could cut and paste the whole post and add it as a publication on there or Medium, with a Read More, or Contact Me link embedded at the end.
  5. LinkedIn influencers like Guy Kawasaki, Richard Branson and Liz Ryan have views on publications exceeding 100,000 and the reach of their posts is staggering.

The key to success is to persevere and mix the sharing of your own blog posts from your website through your business social media platforms, as well as those crafted for LinkedIn. It’s best not to replicate copy as you don’t want your Facebook followers to mutter “I’ve read this before.”

LinkedIn reaches unconnected and connected followers in another clever way.

Each publication allows 3 tags – they’re pre-defined by LinkedIn – you can’t add your own. But the use of strategic tags allows you to connect with an audience who may be reading posts with those tags.

LinkedIn is a professional platform you should be using constantly to build your web presence for your company and your services.

You can even have a LinkedIn company page and that’s something I’ll talk about in a future post.