The Sophisticated Marketer’s Guide to LinkedIn...#RaganLinkedIn Presented by: Takeaways and Tips 1. The world is noisy. Break through with unique and valuable content your customers

1

The Sophisticated Marketer’s Guide to LinkedIn

The Big Rock

3

Take it Global

What Does Success Look

Like?

Turkey Slices(Non Gated)

MQL

No Yes

Revenue

BIG ROCK (Gated)

Lead Capture

Nurture

No

Yes

SlideShare

Infographic

Webinar

PodcastBlog Post

Sales

SDR

Sales Qualified?

Email

Blog

InMail

Company Page

Sponsored Updates

SlideShare

Display

PPC

Twitter

The Always on Strategy For those about

to Launch…..

FIRE!

The Results Out of the Gate

4%6%

9%

15%

32%

34%

Email

Blog

InMail

Direct/SEO

Other

Display

AdWords

United States

Netherlands

India

Canada

Australia

UK

Germany

New Zealand

Singapore

France64%

7%

7%

7%

6%

2%1% 1%

11

12

14

18,000% ROI

The Plan

According to Everett M. Rogers in Diffusion of Innovations, the landmark 1962 textbook

that popularized the study of how new ideas and technologies spread through societies,

early adopters make up 13.5% of the consumers who will adopt an innovation.

And it’s scalable…..

The Next Big Rock

LinkedIn Marketing Solutions Presents

Launch from the Mothership

(Your Blog)

Sponsored Updates / Direct Sponsored Content

Webinar Announcement

Landing Page

Company

Page

Update

Blog

22

Always Be Testing

Marketing Solutions LLA Streams

Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates

Week

1W

eek 3

Week 2

Week 4

24

The Marketing Team of the

Future (As Demonstrated by KISS)

25

26

The four unique band members work together to

deliver an amazing product.

Lays

Groundwork

Fuels Content Fuels Demand Gen

27

They consistently deliver content that their

fans want to consume and share.

28

Their PR efforts guide their vision as the

hottest band in the world.

They deliver amazing experiences on tour

(Event Marketing)

#INBOUND14

They built a thriving community.

“People want a thrill,

people want a spectacle

and people love

to be entertained.”

32

33

Thank You!Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg

Presented by: #RaganLinkedIn

Content Marketing Summit at LinkedInJuly 30-31, 2015 · LinkedIn Headquarters · Mountain View, CA

Presented by: #RaganLinkedInSource: Think With Google: https://goo.gl/yp29UM



Measure What Matters Most

1. Have you selected relevant metrics and benchmarks?2. Do those metrics align with business goals?3. Do your tools allow you to find the answers?4. Do the answers lead to the next decisions?


Align Content With Business Goals

Ideas

Data

Gathering

Data

Analysis

Proven

Results


But What Data to Focus On?

● Eschew vanity metrics○ Likes, views, clicks○ Drive to an ROI

● Find path to progress○ Steps to a goal○ Complete call to action

● Prove marketing impact○ Make money, get

more money


More than Last Click, a Process


Data-Driven Optimization

Content marketing can feed a steady trend up, moving away from chasing spikes.

The data, and your users, give you the next move.

Before

After


Takeaways and Tips

1. The world is noisy. Break through with unique and valuable content your customers will seek out.

2. Find the value of a customer to you and let your content drive them to your goals.

3. Good data leads to more budget. Prove value, and your CxO will support your initiatives in a virtuous cycle.


Don’t Be Outnumbered: Strategies for Winning with Metrics

John Phillip Loof – Product Management, LinkedInJuly 30-31, 2015 LinkedIn Headquarters Mountain View, CA


Many critical corporate decisions are data driven Be prepared, comfortable and confident!

LinkedIn’s IPO

LinkedIn/SlideShare acquisition

Product management


CELEBRATEwins, communicate

performance

Four key strategies for winning with metrics

DEFINEevaluation metrics

before design/creative process

EVALUATEsuccess differently

across different experiences

LEVERAGEdata, but know when

it’s not needed


Drive sales prospects

What are the goals of your campaign?

Establish yourself as a leadership

Market your company and/or brand

DEFINE

Key metrics:Reach: • Total Pageviews• Unique Visitors• Growth y/y

Key metrics:Relevance: • Organic search visits• Targeted audience• Comments, social distribution

Key metrics:Relevance: • Qualified leads• Sales conversion rate


What does success look like on different devices and in different regions?

EVALUATE

All devices are not created equallySo why would you evaluate desktop, table and mobile metrics the same?

Communication patterns changeSo have a position on how you measure impact across different regions


Change the culture and embrace measurement

CELEBRATE

Embrace success and share wins with the team

Invest in training and technology to make analysis easier


Focus on creating value: don’t be a slaveto the data or risk going extinct

LEVERAGE

Fundamental (70%):Metrics drive decisions

Expansion/Retention (20%):ROI helps influence strategy

Growth (10%):Intuition and creativity

drive change and innovation

Documents

The Sophisticated Marketer’s Guide to LinkedIn...#RaganLinkedIn Presented by: Takeaways and Tips 1. The world is noisy. Break through with unique and valuable content your customers