The Coach’s Strategic Guide To Blogging on LinkedIn

(This article was originally published on LinkedIn by Paul G. McManus on October 27, 2015.)

LinkedIn bought Pulse in 2013 for $90 million, and it was then that it became LinkedIn Pulse, a powerful blogging platform specially designed for professionals.

Initially only big names – what LinkedIn called the Influencers – could publish on it. People such as  Richard Branson, Bill Gates, Arianna Huffington, and Guy Kawasaki. But since the beginning of 2015 LinkedIn Pulse has opened the doors to all LinkedIn users to publish.

So how do we grow our coaching business by publishing on Pulse?

Let me give you an example.

You go to a networking event and meet 5 potential clients. However, you met them as peers in a social setting so they don’t know yet that you can help them with their urgent needs and compelling desires.

You cannot just add them to your e-mail subscriber list because that would be SPAM.

You don’t want to talk about how your services could potentially help them specifically because that would be unattractive at this point.

They haven’t expressed interest in your services YET.

People buy from those they know and like; but people also hate being sold to, especially when they haven’t asked to be.

So what do you do?

Step 1:

Invite them to connect on LinkedIn.

LinkedIn is a safe platform for professionals to connect on even if they have just met each other. Unlike Facebook, which is much more personal in nature, connecting on LinkedIn is like exchanging business cards at a networking event.

Step 2:

Publish articles on Pulse that are of interest to your target market. The great thing about Pulse is that when you publish an article it will send a notification to all of your contacts.

What’s the outcome of this?

Now the people you just met and have become connected to on LinkedIn are much more likely to become aware of what you do and how it relates to them and their business. They are more likely to read your article simply out of curiosity since they just met you.

If you provide value in your article, and have a nice opt-in at the bottom, chances are at some point they will join your e-mail list to learn more about how you might be able to help them solve their urgent needs.

Then through your e-mail auto-responder, if you continue to add value and build trust over time, when the timing is right for them they will raise their hand and say, “Let’s have a sales conversation.” You then have a super simple sales conversation and you book the business. (It’s super simple because they are coming to you and they are now well aware of how you can help them. In other words, you don’t need to sell them.)

And you can repeat this process over and over and over again.

This is what this looks like in the Book Yourself Solid® System.

So now that we’ve discussed the “why,” let’s talk about the “how.”

Publishing on Pulse is INCREDIBLY EASY.

Here are the five key steps.

Step 1: A Photo

Your photo should be 700 X 400 pixels. Once you have your image ready on your computer, simply upload it. (You can see an example of this at the top of this article above the headline.)

Where can you get photos?

You can simply Google the keywords and select “image” for your search results.

If you’d feel more comfortable using a paid-for stock photo, I recommend checking out canva.com

You can save your Pulse article by clicking the save button. This way you can work on your rough draft. Click the publish button when you are ready for it to go live.

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Step 2: A Headline

Choosing the right headline is VERY IMPORTANT. No matter how good your content is, chances are no one will ever take the time to read your article unless you have a headline that resonates and entices someone to click on it.

Here are some example headlines that I have used that have given me the most views to date.

The Daily 7: Book Yourself Solid in Just 10+ Minutes a Day

To Book Yourself Solid in Your Coaching Biz All You Need are 90 Garys

If you want to book yourself solid STOP playing the numbers game.

Click here for a complete collection of all of my headlines on Pulse along with corresponding numbers of views per article.

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 Step 3: An Article That Will Provide Value To Your Target Market

  •  The information you present must be useful to the people you want to connect with.
  • Trying to sell something does not work. You must provide value.

Here are a couple of great examples of well done articles.

You can read the full article here.

You can read the full article here.

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Step 4: A Call To Action

Please don’t skip this step. If you are running a business and trying to attract clients, every article on Pulse should end with some sort of call to action. In other words, now that you have delivered value, and built rapport with your reader, what is the one thing you would like him to do?

A call to action could be as simple as saying something like:

Example 1

If you would like help in getting more clients call me at 123-456-7890.

 Example 2

If you would like help in getting more clients e-mail me at paul@thisisanexample.com

 Example 3

A more advanced strategy would be to offer what is referred to as a “lead magnet.”

 What is a lead magnet?

It is a small “chunk” of value that solves a SPECIFIC problem for a SPECIFIC market that is offered in exchange for an opt-in (typically in the form of an e-mail address).

Bringing a person onto your permission-based e-mail list now gives you an opportunity to build trust over time and to make sales offers that are in proportion to the amount of trust you have earned.

So remember, your Pulse article should be used to establish yourself as a likable, expert in your field. It’s not a place to sell. The call to action is where it is okay to invite your reader to enter your sales cycle.

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Step 5: Set a date.

The biggest reason we fail to take action is not that something is difficult but because it is outside our comfort zone. Publishing on LinkedIn’s Pulse blogging platform is as easy as sending off an e-mail. But if we haven’t blogged before it is easy to put it on the back burner. So set the date now. When will you publish your first article on Pulse?

Go ahead, I’ll wait…:)

To Your Success!

Paul

Did you like this article? Let me know by sharing your #1 takeaway in the comment section of the original version shared on LinkedIn.

Paul G. McManus helps coaches get more clients using LinkedIn. He’s also the proud owner of a Boston Terrier named Moo.


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