LinkedIn’s publishing platform is incredibly convenient to share content about your business and especially about your raise. While you’ve been publishing posts on your website blog to boost your raise, it’s important to consider an article on LinkedIn as well. LinkedIn articles can be up to 125,000 characters in length, which gives you an opportunity to share your knowledge and promote your campaign. This can increase your visibility on LinkedIn, start conversations with potential donors, and enable sharing with your network.
Creating Your Article 📝
Choosing a topic for your article can be tricky to find something that works well with the blogs you’ve already written but doesn’t overlap too much. Your LinkedIn article can be education or opinion-based to spark conversation; while your blog posts have been used to introduce your raise and share your mission, LinkedIn’s platform is better suited for speaking on your experience as an entrepreneur, how your journey started in equity crowdfunding or sharing what it means to be backed by your community.
Formatting your article for easy reading is important for sharing on LinkedIn. You don’t want to lose your audience’s interest and keeping it short and sweet can lead them to your campaign page for further information. Make sure to use headings, subheadings, and bullet points to improve readability, and don’t forget to add a call-to-action in your post.
Sharing Your Article 🤝
When it comes time to share your article, you can share it in a post to your LinkedIn feed which is a great way to get it circulated in your network and have individuals engage with it. When you publish your post, a notification will be sent to the individuals in your network so if you’ve been building out your LinkedIn connections throughout your raise and before that, it’s a fantastic way to advertise your article and promote the raise.
Make sure to add relevant hashtags to the post to help you get more views and if individuals are resharing your post, make sure to comment and engage to boost the visibility. Every time someone clicks on the article to read it, you’ll see the number of views as well as information about the people who have viewed the article. Depending on when you publish this article in relation to your raise, you can continuously reshare your article to expand its lifespan and relevance.
The other way is to share the post as a direct LinkedIn message which can be used to spark a conversation with a potential investor. By sending the article to someone who might have interacted with past content promoting the raise and asking their opinion on it, you can answer any questions they might have and give them information that might help them complete their investment.
Best Practices 👍🏻
The founder of ToroMatcha, Oussama Saoudi, wrote a LinkedIn article on the pros and cons of venture capital vs. equity crowdfunding, sharing his knowledge on what works better for start-ups. He spoke about his own campaign and educated the reader about what equity crowdfunding meant. He could then share it with his network on LinkedIn and have it shared by his community.
Kara Sam, the founder of Bucha Brew, wrote a LinkedIn article as well on clearing up the misconceptions of equity crowdfunding and her experience with FrontFundr. She shared what the pros and cons were for her when she was considering listing on the platform and how crowdfunding during COVID-19 worked out for the company. She received a lot of engagement on her post and found it shared by different individuals in her network.
How to get started ⬇️
For a step-by-step guide on how to write an article on LinkedIn, the platform does have a helpful guide to get you started.
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