Download pdf - The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Marketing Solutions

Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA @LinkedInMktg


Feel free to Tweet along: #SophisticatedMKTG

@jasonmillerca

@LinkedInMKTG 2


1 of every 3 Professionals on the Planet is on LinkedIn

3

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 4

Jobs

Content 6X Content pages

receive 6X the

page views vs.

job pages.


The Definitive Publishing Platform

Professional


Brands build relationships with the world’s professionals by using accurate targeting to deliver relevant content

Target Publish Extend Target with accuracy

to reach a high

quality audience

Publish relevant

content in a

professional context

Extend through social

sharing and extend

quality traffic and data

to your sites


Target with Accuracy Using authentic data

Who they are Who they know What they do Their profile Their connections Their behavior


Achieve your objectives With LinkedIn

Publish Extend

Target

Generate Awareness

Generate Traffic and

Leads

Drive Consideration &

Preference

Drive Advocacy

Build Community


Company Page 5 steps to engaging followers on LinkedIn

Establish your presence 1

Attract followers 2

Engage followers 3

Amplify through the network 4

Analyze and refine 5

9


Content

The only art I’ll ever study is stuff that I can steal from.

- David Bowie


Company Page: Who’s Doing it Right?


Company Page: Who’s Doing it Right?


Sponsored Updates: The Crown Jewel of Social Media Advertising


Sponsored Updates: Who’s Doing it Right?

• LinkedIn drove 400% more qualified

leads than any other paid lead

generation platform during the

campaign period.


Sponsored Updates: Who’s Doing it Right?

• As a result of the brand exposure in the

LinkedIn feed, research confirmed that

U.S. marketing executives were 50%

more likely to agree that Adobe can

“shape the future of digital marketing.”


Sponsored Updates Content Best Practice Cheat Sheet

Optimizing content

• Always ask, “why would my

audience read this?”

• Use concise and compelling intros and headlines

• Ask compelling questions to involve the target audience

• Include a clear call to action, regardless of the objective

Managing updates

• Plan your editorial calendar, but

also react to timely events

• Respond to comments regularly

• Consider keeping updates running through the weekend

• Test to see what works with your

audience and then refine

Optimizing visuals

• Always include an image, presentation, or video

• Ensure the thumbnail is relevant for external links


Join the Conversation

HubSpot now has more than

57,000

Followers for its Company Page

96,000 Followers

for its Inbound Marketers Group

LinkedIn Groups: Who’s Doing it Right?

17






Let’s Talk About Content…


Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends

LinkedIn by the Numbers

21



Useful x Enjoyable x Inspired = Innovative Content

Ann Handley’s Formula:



The visual is the new headline!


Visual Kicks Text’s A**

328,000 Views!

Slideshare Channels Presentations

26


First Page Results!


27


Slideshare is also a search engine


28


Meet the experts


29


The Infographic is not Dead. Claiming that Something is Dead, is.

30


Integrate your presentations across

multiple channels


31


Ready, Aim, Target – A Frictionless Content Experience


When we need that extra push…


Bonus Lightning Round


You may ask yourself, why didn’t I think of that?


Promoting your event? Check…


A Coupon Code Inside Your

Slidedeck? I’ll Take It!

37


A visual journey of FAQs? Genius.


Clickable links inside your SlideShare deck, Boom!


Fueling your LinkedIn Content Hubs


Bread is Dead, Be the Bacon

41


Blogging Food Groups

Categories of Content

Content Specifics

Raisin Bran content: The basic, everyday content

that you can dish out quickly

How-to posts (e.g. SU videos)

Sharing Influencer/ third-party posts

Useful, relevant topics for marketers

Repurposing of old content

Spinach content: The stuff that’s good

for you, even if it’s difficult to chew

Thought leadership pieces

Guest Topics/ Blog Posts

Case Studies

Roasts: The valuable, time-consuming projects

that leave your guests begging for more

Strategic research and analysis

LI MKTG Trends POVs

Big Rock content

Chocolate cake content: Everyone wants

a second piece of this sweet treat

Light-hearted, easily-digestible content

Cultural content (e.g. Day in the Life)

Amusing videos, graphics, stories

Tabasco* content: Sometimes you just need a

little fire on the tongue

Bold statements with strong POV

Thought leadership pieces

Calculated and strategic

The Blogging Food Groups Categories

42


Monday Tuesday Wednesday Thursday Friday Saturday

Raisin Bran

Spinach

Roast

Raisin Bran

Spinach

Raisin Bran

Chocolate

Cake

LinkedIn Marketing Solutions Blog Content Calendar

43


Repurpose Content

44


Repurpose Activity

Blogs

Slide Presentation

Webinars Videos

Infographics

Content

Choose your content

How it would be used in a blog

How it would be used in SlideShare

How it would be used in a webinar

How it would be used in a video

How it would be used in a infographic

Think of a piece of content from the wheel to the right and how it could

be repurposed into the other parts of the wheel.

45


Influencer Content

46


Empowering Advocates

47


Washed Up? Who Says So? Think of a piece of content from the wheel to the right and how it could

be repurposed into the other parts of the wheel.

48


Ask yourself:

1. What’s the cadence of main pillars?

2. What’s the cadence of sub-pillars?

3. Example post for each day

- What type of post is it?

- If photo, what type of image will it be?

- Distribution: national or geo-targeted?

- Distribution: Who will it be boosted to?

Creating a LinkedIn Content Calendar

49




The Sophisticated Marketers Guide to LinkedIn

Podcast: SlideShare

Big Rock Content repurposed into “Turkey Slices”

52


eBooks

Blogs:

53


infographics


The

Webinar

Physical Book


Take it Global


• Sponsored Updates

• Email

• InMail

• SlideShare

• Webinars

• Display Ads

• Influencer Outreach

• Guest Blogs

• Twitter

• LinkedIn Groups

• Sales Training

“I haven’t been everywhere yet,

but it’s on my list.”

Be Everywhere


Download the Sophisticated Marketer’s Guide to

LinkedIn: http://lnkd.in/sgm

58

Get the Guide!

http://lnkd.in/sgm

http://lnkd.in/sgm


Content

It’s up to marketers to deliver a better content experience


I Love You All.

Goodnight!

Now go create some bloody good content!