The Sophisticated Marketer's guide to LinkedIn

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

Marketing Solutions

The Sophisticated Marketer’s Guide: The WebinarJason Miller, Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg


Feel free to Tweet along: #SophisticatedMKTG

@jasonmillerca@LinkedInMKTG

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1 of every 3Professionalson the Planet ison LinkedIn

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

Jobs

Content7XContent pages receive 7X the page views vs. job pages.


The Definitive Publishing Platform

Professional


Achieve your objectivesWith LinkedIn

PublishExtend

Target

Generate Awareness

Generate Traffic and Leads

Drive Consideration & Preference

Drive Advocacy

Build Community


Company Page5 steps to engaging followers on LinkedIn

Establish your presence1

Attract followers2

Engage followers3

Amplify through the network4

Analyze and refine5

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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?


When we need that extra push…


Sponsored Updates:Who’s Doing it Right?

• 17% increase in brand favorability

• Achieved four times the post-level engagement rates when compared with display averages.



• LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.



• 50% more likely to agree that “Adobe is • shaping 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


LinkedIn Groups:Who’s Doing it Right?

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Join the ConversationHubSpot now has more than

57,000Followers

for its Company Page

96,000Followers

for its Inbound Marketers Group


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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

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Useful x Enjoyable x Inspired = Innovative Content

Ann Handley’s Formula:


The visual is the new headline!


5 Reasons for Going Visual

We are all visual thinkers Visual language aids in decision making Visual is more persuasive Visual makes a better, longer overall impression than

simple text Visual connects emotionally


SlideShare is a Platform for Visual Content Marketing Thought

Leadership



Visual Kicks Text’s A**

328,000Views!

Slideshare ChannelsPresentations

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First Page Results!


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Slideshare is also a search engine


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Meet the experts


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The Infographic is not Dead; Claiming that Something is Dead is

so Passé


PUBLISHER TOTAL UNIQUE VISTORS

178,809,843 TOTAL POTENTIAL VIEWERSHIP

3,024,141,647

33 LINKBACKS FROM TOP TIER PUBS

8109 SHARES


Integrate your presentations across multiple channels


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Built in Lead Forms - A Frictionless Content Experience


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!


A visual journey of FAQs? Genius.


Clickable links inside your SlideShare deck, Boom!


Fueling your LinkedIn Content Hubs


Not more contentmore relevant content


Relevant Doesn’t Mean Boring

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Blogging Food GroupsCategories 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 postsUseful, relevant topics for marketersRepurposing of old content

Spinach content: The stuff that’s good for you, even if it’s difficult to chew

Thought leadership piecesGuest Topics/ Blog PostsCase Studies

Roasts: The valuable, time-consuming projects that leave your guests begging for more

Strategic research and analysisLI MKTG Trends POVsBig Rock content

Chocolate cake content: Everyone wants a second piece of this sweet treat

Light-hearted, easily-digestible contentCultural 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 POVThought leadership piecesCalculated and strategic

The Blogging Food Groups Categories

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Monday Tuesday Wednesday Thursday Friday Saturday

Raisin Bran

Spinach

Roast

Raisin Bran

Spinach

Raisin Bran

Chocolate

Cake

LinkedIn Marketing Solutions Blog Content Calendar

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Repurpose Content

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Repurpose Activity

Blogs

SlidePresentation

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.

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Empowering Advocates

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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.

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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

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The Sophisticated Marketers Guide to LinkedIn

Podcast: SlideShare

Big Rock Content repurposed into “Turkey Slices”

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eBooks

Blogs:

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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

Get the Guide!

http://lnkd.in/sgm

http://lnkd.in/sgm


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


I Love You All. Goodnight!

Now go create some bloody good content!