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A daily playbook for successful content marketing on LinkedIn
LIVE WEBINAR: YOUR
4/5/201711:00am PST | 2pm PST
Alex RynneContent 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!
#LinkedInMktg
OVERVIEW:
• Why should you have a LinkedInMarketing plan?
• 4 Planning Basics to Set You Upfor Content Marketing Success
• 6 Opportunities for the Taking
• LinkedIn Company& Showcase Pages
• LinkedIn SlideShare• Publishing on LinkedIn• LinkedIn Sponsored Content• LinkedIn Sponsored InMail• LinkedIn Text Ads
• LinkedIn Conversion Tracking
• Your 1-Page Printable Plan
#LinkedInMktg
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
6 LinkedIn Content Marketing Opportunitiesfor the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Content & Direct Sponsored Content
LinkedIn Sponsored InMail
LinkedIn Text Ads
ESTABLISH YOUR COMPANY’S IDENTITY AND BUILDRELATIONSHIPS WITH THE WORLD’S PROFESSIONALS
#LinkedInMktg
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
#LinkedInMktg
LINKEDIN COMPANY & SHOWCASE PAGESWHAT TO SHARE
#LinkedInMktg
1 HR.DAILY
LINKEDIN COMPANY& SHOWCASE PAGESMEETING YOUR OBJECTIVES
Brand Awareness
Lead Generation
Thought Leadership
Event Registration
#LinkedInMktg
• 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
#LinkedInMktg
LINKEDIN SLIDESHARE
70 million monthly unique visitors
40,000 new pieces of content added monthly
#LinkedInMktg
Among the top 100 most-visited websitesin the world.
LINKEDIN SLIDESHAREWHAT TO SHARE
#LinkedInMktg
30 MIN.DAILY
LINKEDIN SLIDESHAREMEETING YOUR OBJECTIVES
#LinkedInMktg
• Inquiries and leads
• Demographics of yourreaders and followers
• Linkbacks
KEY METRICS
• Keyword rankings
• Views
• Actions (Downloads,Likes & Embeds)
Lead Generation
Brand Awareness &Thought Leadership
SEO
LINKEDIN SLIDESHARE
Upload new content weekly
Highlight decks on profile page
Group content into playlists
Add lead forms
Leverage the clipping tool
ACTION ITEMS
#LinkedInMktg
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.
#LinkedInMktg
PUBLISHING ON LINKEDINWHAT TO SHARE
#LinkedInMktg
1 HR.DAILY
PUBLISHING ON LINKEDINMEETING YOUR OBJECTIVES
Thought Leadership
#LinkedInMktg
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
#LinkedInMktg
LINKEDIN SPONSORED CONTENT
Deliver rich content in the LinkedInfeed across all the devices
#LinkedInMktg
LINKEDIN SPONSORED CONTENTWHAT TO SHARE
30 MIN.DAILY
With Direct Sponsored Content, reachyour target audience directly in the feedwithout publishing on your Company Page
LINKEDIN DIRECT SPONSORED CONTENT
#LinkedInMktg
Personalize
Test
Control
DIRECT SPONSORED CONTENT
Rich media saw 38% higher CTR than linkshare update.
ALWAYS BE TESTING
SPONSORED CONTENTBEST PRACTICES
Visual is the new headline1
Keep it short & sweet2
Snackable stats work wonders3
Variety is the spice of life4
LINKEDIN SPONSORED CONTENT& DIRECT SPONSORED CONTENTMEETING YOUR OBJECTIVES
#LinkedInMktg
KEY METRICS• Engagement Rate
• Impressions
• Company or Showcase Page Followers
• Inquires or Marketing Qualified Leads Generated from the Update
Brand Awareness
Thought Leadership
Lead Generation
LINKEDIN SPONSORED UPDATES& DIRECT SPONSORED CONTENT
ACTION ITEMS
Select a Compelling Visual
Run 2-4 Sponsored Updates 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
#LinkedInMktg
LINKEDIN SPONSORED INMAIL
Send personalized messages to the people whomatter most to your business.
#LinkedInMktg
LINKEDIN SPONSORED INMAILWHAT TO SHARE
#LinkedInMktg
• Webinar and industry event invitations• eBook launches• Product one-sheets• Program demos• Infographics• Blog subscription campaigns
1 HR.WEEKLY
LINKEDIN SPONSORED INMAIL
MEETING YOUR OBJECTIVES
Brand Awareness
Program & Certification Enrollments
Lead Generation
#LinkedInMktg
KEY METRICS• Open rate and click-through rate
• Inquiries and leads
• Event registrants driven directly from your Sponsored InMail
• Program applications and brochure downloads
ACTION ITEMS
Keep copy under 1,000 characters Use a clear call to action with a 300x250 banner Choose a sender that’s credible to your audience Include member’s name in the greeting Include a body hyperlink early in the message Select a concise subject line Set up A/B tests to learn who resonates
#LinkedInMktg
LINKEDIN SPONSORED INMAIL
LINKEDIN TEXT ADS
Generate quality leads with an easy,self-serve solution.
#LinkedInMktg
LINKEDIN TEXT ADSWHAT TO SHARE
#LinkedInMktg
• eBook launches• Product one-sheeters• Webinar and industry event invitations• Program demos and certification enrollment• Infographics• Blog subscription campaigns
30 MIN.WEEKLY
Brand Awareness
Lead Generation
#LinkedInMktg
• Website traffic
• Leads/conversions
KEY METRICS
LINKEDIN TEXT ADSMEETING YOUR OBJECTIVES
ACTION ITEMS
Include a 50x50 image Use a strong call to action Use 2-3 active ad variations per campaign Speak directly to your audience in the ad copy Refresh ad copy every 1-3 months Link to a customized landing page
#LinkedInMktg
LINKEDIN TEXT ADS
LINKEDIN CONVERSION TRACKING
Measure & optimize the impact of yourLinkedIn Sponsored Content & Text Ads
#LinkedInMktg
Conversion tracking enables youto measure:
• Leads• Sign-ups• Add to cart• Installs• Content downloads• Purchases• Page views
LINKEDIN CONVERSION TRACKING
1. Record every conversion on your site2. Understand the ROI of your spend3. Optimize your campaigns
With conversion tracking, you can:
#LinkedInMktg
HOW THE LINKEDIN MARKETING SOLUTIONS TEAM DOES IT
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.
#LinkedInMktg
CARVE UP THE TURKEY
#LinkedInMktg
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
#LinkedInMktg
DON’T DO SOCIAL CAMPAIGNS,
MAKE EVERY CAMPAIGN SOCIAL.
QUESTIONS?
