Optimizing Your Brand’s LinkedIn Presence

#linkedincontent

Brittany CurtisContent Marketing Consultant

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A few things before we begin…

Will this be recorded – YES

Please submit all questions into the public WebEx box

#linkedincontent

Agenda

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1. Establishing Your LinkedIn Presence

2. Content Marketing on LinkedIn

3. Content Marketing Best Practices

Establishing Your LinkedIn Presence

#linkedincontent

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IdentityYour company’s

profile to the world’s professionals

NetworkConnect professionals and your employees

to your brand

Knowledge

Share content & to make professionals more

productive & successful

LinkedIn Company Page: Your destination to establish your company's identity and build relationships with the world's professionals 

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Organic Update

Sponsored Update

Engaging Members with Content

Followers of a company receive organic updates

Desired Target Audience receives Sponsored Update

http://business.linkedin.com/

Company Pages: Gateway to the newsfeed

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Showcase Pages

Showcase Pages allow companies to extend their Company Page presence, effectively segment their audience, and deliver the right message to the right audience.

LinkedIn Showcase Pages

1.For a specific LOB that has its own identity and story

2.For a specific long-term product that requires its own messaging and follower base

3.If you want to segment and connect with a specific target audience

When Should I Create a Showcase Page?

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Discoverable through search

Deliver content through Company Updates and Sponsored Updates

Two-Column content feed to bring content front and center

Attract a unique set of followers

Key Features

Content should reflect the LOB or product’s overall messaging and values

Relevant and helpful to the audience that you want to build a relationship with

Consistent – members want to hear from you!

Content on a Showcase Page should be…

#linkedincontent

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Showcase Page: Different LOB

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Showcase Page Content

Specific and relevant to Secret’s target audience

Content that is helpful builds trusting relationships with members

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P&G Company Page Secret Showcase Page

P&G company news

Showcase Talent

Thought-leadership Content

Consistent Messaging around women in the workplace

Content for a Showcase PageCompany Page vs. Showcase Page

Content Marketing on LinkedIn

#linkedincontent

LinkedIn’s Content Evolution

Influencers

Pulse

Sponsored Updates

Long-form Content

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LinkedIn Content Evolution

Jobs

Content

7X

Content pages receive 7X the page views vs.

job pages

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LinkedIn Profile Data

GroupsB2B Content MarketingLinkedIn for Agencies

eMarketing Association

OccupationMarketing

StandardizedJob Titles

Global Lead

FunctionMarketing

CompanyLinkedIn

IndustryTechnology

Size 5000+

Connections500+

NameAndy Goldman

DemographicsMale

GeoNew York

EndorsementsDigital Marketing

Marketing StrategyContent Marketing

PublicationsThe Real 7 Wonders

of the World

AwardsDirect Marketing of the Year AwardIAB 2013 Sales

Excellence Award

Our mission is to connect the world’s professionals to make them more

productive and successful.

- Jeff Weiner

Tapping into Aspiration

Emotions on professional networks are just below the surface

Why do we want to be successful as professionals?• Achieving Potential• Sense of Purpose• Continued Learning• Social Recognition• Provide for Family• Personal Wealth

Content Marketing Best Practices

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Be Relevant

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What’s in it for them?

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Establish a Tone

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Clear Call to Action

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Good Imagery

Direct Sponsored Content(DSC)

#linkedincontent

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With Direct Sponsored Content, target specific audiences directly in the feed, without publishing on Company Pages

PersonalizeCustomize your message totarget each audience

TestTest variations of your content

ControlWhat gets published on your Company Page

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Personalize your message and offers to your target audience to boost your performance

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Test and optimize your reach to the right audience with the right message

Test your intro message or

call to action

Test your headline and teaser textTest your image

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 while providing others within your company access to sponsor contentControl what gets published on your Company Page

Promote local events and targeted offers to specific audiences2

Enable more departments to participate in content marketing1

Boost your lead gen efforts without overwhelming your followers 3

Share more content on LinkedIn without crowding your Company Page4

Key Takeaways

#linkedincontent

1. Establish a LinkedIn Company Page or Showcase page to engage members through content

2. Maintain your LinkedIn presence through content marketing

3. Use Direct Sponsored Content as a vehicle to test different content marketing efforts, and deliver the most relevant content experience to members

Q&A

http://business.linkedin.com/