By Nicki Howell
We’ve all heard the story. Somebody publishes a post on LinkedIn, and nearly overnight it goes viral, soliciting massive amounts of traffic, shares, and comments — and, consequently, a sharp spike in both leads and sales. Was it due to skill, luck … or maybe a little of both?
LinkedIn Pulse is proving to be a valuable place to publish content, especially for B2B marketers. In fact, 93 percent of B2B marketers report social media as their No. 1 tactic for content creation and distribution. Plus 79 percent of B2B marketers report that LinkedIn is an effective source for generating B2B leads.
More than 106 million users log on to LinkedIn monthly and actively engage with content. There is a huge opportunity to capitalize on the fact that all these professionals are actively seeking, reading, and sharing content through the platform. But what should you do if you’ve never published a viral post, yet want to boost your odds of capturing attention on a viral scale? Here are a few tips for getting started.
1. Select a winning topic
Not sure how to select a winning topic? If so, don’t worry — research will point you in the right direction. Use specific keywords to explore different themes. For example, let’s say you want to publish an article about content marketing. You can use tools such as BuzzSumo to analyze the most popular posts on LinkedIn, ranked by social shares.
In addition, you can identify influencers in your industry, which helps with promoting your content and increasing your company’s exposure. The results of the research will unveil trends about your target market and what they read and share. For example, perhaps right now people are gravitating toward content about video marketing. If so, you can craft content with a new angle using that proven topic.
Key takeaway: Selecting the right topic is the cornerstone of LinkedIn content success. Don’t trust your gut; instead, rely on research to pick a topic with the greatest chances of going viral.
2. Make more comments
Do you want to boost the odds of your post going viral? If so, after publishing an article, carve out time to reply to comments. LinkedIn’s “top voices” made 10 times more replies and comments to their articles when compared to the average LinkedIn publisher.
For example, check out the article “11 Simple Concepts to Become a Better Leader” that went viral on LinkedIn.
To date, the article has harnessed almost 28,000 likes and well over 300 shares; however, it also has more than 7,500 comments. Replying to every single comment on a popular post may not be possible, but in the beginning, you can reply to most comments to give your article the push it needs to harness attention. As time moves on, replies may be less frequent and more difficult to keep up with.
Key takeaway: Reply to comments after publishing Go to the full article.
Source:: Business 2 Community