Alex RynneAssociate Content Marketing Manager,LinkedIn Marketing Solutions@amrynnie
BEFORE WE GET STARTED…
• Any questions? Send them via the Q&A feature• Any shout-outs? Tweet them @LinkedInMktg
via #LinkedInMktg
• Is this presentation recorded? Of course!
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OVERVIEW:
• Why should you have a LinkedInMarketing plan?
• 4 Planning Basics to Set You Upfor Content Marketing Success
• 5 Opportunities for the Taking
• LinkedIn Company& Showcase Pages
• LinkedIn SlideShare
• Publishing on LinkedIn
• LinkedIn Sponsored Content& Direct Sponsored Content
• Your 1-Page Printable Plan
• Additional Resources
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79%
80%
43%
Of B2B marketers believe social media isan effective marketing channel
Of B2B leads come from LinkedIn
According to HubSpot, 43% of marketers say thatthey have sourced a customer from LinkedIn
28%
Marketers with a documented strategyare 4x more effective
Of Marketers have a documentedcontent marketing strategy
#MissedOpportunity
30% Of marketers feel their marketingstrategy is effective
“FAIL TO PLAN, PLAN TO FAIL”
• Delegate • Follow brand guidelines• Look beyond your team
to source content• Build an editorial calendar
4 PLANNING BASICS TO SET YOU UPFOR CONTENT MARKETING SUCCESS
#LinkedInMktg
5 LinkedIn Content Marketing Opportunitiesfor the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Content & Direct Sponsored Content
ESTABLISH YOUR COMPANY’S IDENTITY AND BUILDRELATIONSHIPS WITH THE WORLD’S PROFESSIONALS
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IDENTITYYour company’s profile tothe world’s professional
NETWORKConnect professionals andyour employees to driveeconomic opportunity
KNOWLEDGEShare content & opportunities tomake professionals more productive& successful
LINKEDIN COMPANY & SHOWCASE PAGES
Highlight your individual brandswith Showcase Pages
• Create a dedicated page for aspects of your business with their own messages and audience to share with
• Allow LinkedIn members to follow the aspects of your business they’re interested in
• Share focused content to build a relationship with a specific audience
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LINKEDIN COMPANY & SHOWCASE PAGESWHAT TO SHARE
Hire, Market, and Sell Better Using LinkedInElevate’s New Features: http://blt.ly/1MOluYh
#MondayMotivation from the late and great Henry Ford If you need a daily playbook for successful content marketingon LinkedIn, this webinar is for you: http://blt.ly/1N8Wu02
What Effective B2B Content Marketing LooksLike: http://blt.ly/1JC0ijA
Introducing our latest Lynda.com course: Upand running with LinkedIn Lead Accelerator:http://blt.ly/FLGuzs
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LINKEDIN COMPANY& SHOWCASE PAGESMEETING YOUR OBJECTIVES
Brand Awareness
Lead Generation
Thought Leadership
Event Registration
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• Page Followers
• Post Clicks
• Engagement
KEY METRICS
• Comments
• Inquiries and Leads
• Event Registrants
LINKEDIN COMPANY& SHOWCASE PAGES
Post 3-4x a day
Engage with and respondto followers’ comments
Change header imageevery 6 months
ACTION ITEMS
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LINKEDIN SLIDESHARE
70 million monthly unique visitors
13,000 new pieces of content added daily
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LINKEDIN SLIDESHAREMEETING YOUR OBJECTIVES
Lead Generation SEO
Brand Awareness &Thought Leadership
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• Inquiries and leads
• Demographics of yourreaders and followers
• Linkbacks
KEY METRICS
• Keyword rankings
• Views
• Actions (Downloads,Likes & Embeds)
LINKEDIN SLIDESHARE
Upload new content weekly
Highlight decks on profile page
Group content into playlists
Add lead forms
Leverage the clipping tool
ACTION ITEMS
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PUBLISHING ON LINKEDIN
Our over 1 million unique publishers publish morethan 130,000 posts a week on LinkedIn.
45%About 45% of readers are in theupper ranks of their industries:managers, VPs, CEOs, etc.
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PUBLISHING ON LINKEDINMEETING YOUR OBJECTIVES
Thought Leadership
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KEY METRICS
• Post Views & Profile Views
• Demographics of Your Readers
• Likes, Comments & Shares
PUBLISHING ON LINKEDINACTION ITEMS
Publish whenever youfeel passionate
Recommended: Bi-weeklyor once a month
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LINKEDIN SPONSORED CONTENT
Deliver rich content in the LinkedInfeed across all the devices
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With Direct Sponsored Content, reachyour target audience directly in the feedwithout publishing on your Company Page
LINKEDIN DIRECT SPONSORED CONTENT
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Personalize
Test
Control
Deliver the right content to the right people and boost quality leads on LinkedIn: http://bit.ly/1TEY7Fl
Advertising today is a whole new playing field. Get ahead in the game with The Little Big Book of LinkedIn Advertising: http://bit.ly/1hlyOlx
Tune in as industry leaders discuss practical insignts on how academic institutions can best leverage LinkedIn: http://bit.ly/1BifEqw
Are you ready to provide the first (and best) solution to suit your prospects’ needs? http://bit.ly/1BifEqw
LINKEDIN SPONSORED CONTENTWHAT TO SHARE
SPONSORED CONTENTBEST PRACTICES
Visual is the new headline1
Keep it short & sweet2
Snackable stats work wonders3
Variety is the spice of life4
Market to Who Matters: GET TO THE RIGHT PROFESSIONAL AUDIENCES
Rich demographic dataJob Function, Seniority,
Company Name, Geo, Industry
Interest-based targetingGroup Membership, Skills,
Companies Followed
Persona targetingJob Searchers, Opinion Leaders, Mass
Affluent, Business Travelers
Your own audience dataTarget Account Lists
LINKEDIN SPONSORED CONTENT& DIRECT SPONSORED CONTENTMEETING YOUR OBJECTIVES
Brand Awareness
Thought Leadership
Lead Generation
#LinkedInMktg
KEY METRICS• Engagement Rate
• Impressions
• Company or Showcase Page Followers
• Inquires or Marketing Qualified Leads Generated from the Update
LINKEDIN SPONSORED CONTENT& DIRECT SPONSORED CONTENT
ACTION ITEMS
Select a Compelling Visual
Run 2-4 Sponsored Contents a Week
Run for 3 weeks, then Test & Iterate
Add URL Tracking Codes to Measure Post-ClickActions (Site Visits & Conversions)
Set Up Campaigns by Audience
Shift Budget to the Audience with the HighestEngagement Rate
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LEVERAGE THE LINKEDIN ECOSYSTEM
BRAND TOUCHPOINTS DISTRIBUTIONCONTENT
COMPANY PAGE
LEADERSHIP PROFILES
EMPLOYEE PROFILES
COMPANY UPDATES(SPONSORED & ORGANIC)
INDIVIDUAL UPDATES
INDIVIDUAL POSTS
THE FEED
All content from owned properties is distributed through the feed to company
followers and individual connections.
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EXAMPLE: PROMOTING THE TACTICAL PLAN
LANDING PAGE
LINKEDIN SHOWCASE PAGE
BLOG POST TWITTER
MOBILE DOWNLOAD
EXAMPLE: The Sophisticated Content Marketer’s Guide to LinkedInEXAMPLE: PROMOTING THE TACTICAL PLAN
BLOG POST GLOBAL INFOGRAPHIC
PHYSICAL BOOK
WEBINARS