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Practice Management > Building Your Business

LinkedIn blog basics for reaching clients and prospects

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Creating blog posts for your agency website is an important way to connect with customers and attract new prospects.

Creating articles to post on social media sites, including LinkedIn, helps extend agency reach and showcase expertise.

Why LinkedIn publishing?

In the US, 38 percent of adults use LinkedIn daily, many of which are business people that include your customers and prospects. LinkedIn provides a publishing platform for members to create and distribute authoritative articles. These articles are then categorized on Pulse, LinkedIn’s content aggregation system. Pulse allows people on and off LinkedIn to see your article, but only LinkedIn members can share, like or comment on a post.

Access to professionals

Nearly half of people who read articles on LinkedIn Publisher are upper management in their respective industries: CEOs, VPs, COOs, CTOs. An article published on LinkedIn can receive tens of thousands of views and hundreds of comments. Many businesses that regularly publish on LinkedIn have stated they obtain new clients from their LinkedIn publishing efforts.

LinkedIn publishing offers an attractive format, with a large banner image for each article. It is important to take the time to find an eye catching, high resolution image, for these images to help give the post a professional feel and increase readership. Be sure to include keywords (add tags) in every article post.

LinkedIn analytics

When readers comment on a post published on LinkedIn Publisher, you will be able to see their profile via LinkedIn’s analytics. You will also be able to see statistics on readers, including job title, geography and industry. You can then determine who is reading your articles and if they are in your target market and profile. Use this data to adjust your content or writing style.

For insurance agency marketers looking for a new way to reach your business prospects, consider LinkedIn publishing. You will be able to learn more about your target market while growing your customer base with top professionals.

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