How to Promote Website Content on LinkedIn

How to Promote Website Content on LinkedInThere’s a good chance you already know how powerful a tool LinkedIn can be for promoting your business.

But your goal probably isn’t just to build a LinkedIn following or to get people to look at your LinkedIn articles. You want to create tangible business results with LinkedIn.

Whether you’re a business owner looking for your next sale to keep your business afloat or social media marketer that’s under the gun to generate results, it’s not enough to produce profile views or a few comments on your personal updates.

So, here are a few tips for promoting your website content on LinkedIn.

Share Updates on a Daily Basis

Once per day is enough, and you don’t need to post on the weekends.

The stats show content with links, images and videos can drive up engagement, so it’s okay if you link up website content when you’re posting updates. Surprisingly, links drive more engagement than images and videos.

So, make an appointment with yourself to share something new daily. This should help you get more leverage from your content.

Join & Participate in Groups

Relevant industry groups are great places to share your content.

But there are some things to avoid here. Don’t just “spray and pray” or haphazardly share your latest blog post on every group you join.

Participate in the discussions and offer value. Build real connections. Don’t just share your content – share another person’s content too. And, don’t share content more than once per week, preferably once per month.

Additionally, be sure to read up on the group’s rules. You could get banned from groups for being overly self-promotional.

Also note that if you can’t find any relevant groups or you’d like to have more control over a community, you can create your own.


As with all other social networks, advertising is an excellent way to extend the reach of your updates. Targeting options allow you to home in on a specific audience and you can spend as much or as little as you want.

With that said, advertising on LinkedIn can be expensive. According to GetResponse, you can expect to pay at least $2 per click on LinkedIn, and sometimes $5 or more.

Expanding your reach organically can take time but is indeed more cost-effective. It’s up to you. You can spend time building more connections (so more people see your shares). You can put money into advertising. Or, you could even do both.

Engage People Individually

It’s not unusual for content creators to write content with a specific person in mind. But instead of hoping they discover your content when you publish and share it, why not contact them directly and let them know about your blog post?

Direct messaging is great for driving up engaging, but there are some downsides. Beware of sending generic messages to your contacts. If you’re too self-promotional or spammy, at some point, they’re going to want to stop hearing from you. So, personalize every communication and always answer the question “what’s in it for me?”.

Sometimes, reaching the right person with the right message at the right time is merely a matter of putting in the legwork yourself.

Final Thoughts

Figuring out your exact LinkedIn strategy may require some time as well as trial and error. What works for one doesn’t always work for another. But the lessons you learn through the process will prove invaluable. You’ll be better able to use the platform to your advantage. So, don’t fear to make mistakes. Marketing initiatives are rarely perfect, and yet they still drive results when executed correctly. It’s okay if you take some missteps along the way.

How are you promoting your content on LinkedIn? What tactics have you had some success with?

Let us know in the comments below.

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