Today LinkedIn launched a new news aggregation and curation service called
. Here is a short video from the company explaining what it is.
(Check out the news article featured in the video, look familiar?)
Many other websites automatically curate news based on what your friends have liked, shared or voted such as Reddit, Digg, Facebook and tons more. So the story here is not the technology, but the fact that this type of service is now available on LinkedIn, making it extremely relevant for B2B marketers.
What does the launch of LinkedIn Today mean for marketers?
LinkedIn is a huge social network, has a strong following and usage among b2b companies and is the largest business / career focused community in the world. If you sell to other businesses, or even to individual business people, you need to know what you should do to get the most out of LinkedIn Today. Here are some of the key tips for marketers:
You should be publishing not advertising.
LinkedIn today is yet another service that gives inbound marketers an advantage. Rather than buying ads people ignore, you want to be the content that is showing up on the homepage and being promoted by LinkedIn members. The best way to do this is to start a blog and be your own publisher. In fact, I'm hoping that this article gets featured on LinkedIn today because all of you share it on LinkedIn.
You should be active on LinkedIn.
Now that your news and blog posts can spread more virally on LinkedIn, there is even more reason to be active in this business community. If you have more friends and build better relationships with them on LinkedIn, then it is more likely your content will get more shares and be featured on LinkedIn today. One way to be active is to join groups and post messages there, like our
Inbound Marketers LinkedIn Group
. Other ways include making regular status updates, and answering questions posted on LinkedIn Answers.
You should have LinkedIn share buttons on all your content.
Recently, LinkedIn launched a new sharing button that tracks the number of shares much like the buttons from Twitter and Facebook. (There's one on this article, give it a quick click!) Very soon after this new button launched, we added it as an option to the blogs of all 4,000 HubSpot customers - no software to install, it just shows up. (
Note to customers: There is a checkbox in blog options to turn it on or off, very easy - if you have any trouble, just call support at 888-HubSpot
). If you are not using HubSpot for marketing, you'll have to figure out how to add the new button to your blog, maybe contact a web developer, etc. Either way, you need to do it! Having these buttons on your content makes it much more likely your website visitors will share the content with their networks and your company will get more attention on LinkedIn.
What do you think about LinkedIn today? What other tips would you have for marketers? Leave a comment and let's discuss.
Originally published Mar 10, 2011 2:40:00 PM, updated July 28 2017