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@lisabuyer  Facts  I  Live  in  Celebra-on,  Florida      

   

@lisabuyer  Facts  Balancing    PR+SEO+Social    since  2006  PR  since  1990  Clients  include:  

•  Public,  private  tech  startups,    real  estate,  health  and  wellness    and  other  agencies  

Favorite  hashtags:  •  #yoga    •  #sunsets  •  #surfing  

 

   

@lisabuyer  Facts  

•  Tradi-onal  PR  background  •  Agency  owner  since  1996  

•  Author  of  Social  PR  Secrets  –  2nd  Edi8on  just  published!    

 •  Editor  of  SocialPRChat    •  Column  in  Search  Engine  Watch    •  Covers  trending  topics  and  news    related  to  Search,  Social  and    Public  Rela-ons  

 

   

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Menu of Marketing Solutions

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HEADLINES MATTER

Numbered  lists  make  content  easier  to  consume  

Strong  language  creates  a  sense  of  urgency  

ASK QUESTIONS TO ENGAGE THE READER

Start  with  a  ques8on  or  quote  to  hook  your  reader  

Make  sure  the  image  is  relevant  and  adds  to  the  tone  of  the  post  

OPTIMIZE FOR MOBILE

Eliminate  the  intro  copy,  or  keep  it  fewer  than  150  characters  

Use  link  posts  to  op8mize  mobile  clicks  (make  sure  the  landing  page  is  responsively  

designed)  

SPEAK DIRECTLY TO THE AUDIENCE YOU ARE TARGETING

Call  out  your  target  audience  directly  in  the  copy  

Ask  ques8ons  and  use  “you”  directly  to  your  target  audience  

INSPIRE THROUGH STORYTELLING

Rich  media  image  commands  aRen8on  in  the  news  feed  

Use  first-­‐person  language  and  include  a  clear  call-­‐to-­‐ac8on  

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§  Copywriting Tips: §  Try opening with a question §  Directly address the audience you are

targeting §  Lists are easy ways to get a message

across succinctly, but use them sparingly

§  Direct users with clear call-to-actions §  Keep intro copy under <150 characters §  Edit & optimize titles and descriptions

§  Other Considerations: §  Links & Rich Media perform best §  Maximize relevancy with effective

targeting §  Consider A/B Testing with Direct

Sponsored Content

Content  Best  Prac8ces  

Content Power Tips

Content Power Tips

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Follow These Steps to Publish Success

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Follow  on    TwiPer    @LinkedInmktg  @JasonMillerCA  

Get Inspired!

Top Performing Sponsored Updates North America Quarter in Review – Q3, 2014

§  LinkedIn’s Content Marketing Site

§  LinkedIn Marketing Solutions Blog

§  LinkedIn Marketing Solutions SlideShare Channel

§  LinkedIn’s Content Marketing Score & Trending Content Tools

Addi8onal  Resources  

Key  Takeaways  

§  Keep your copy short and sweet unless you are teasing a longer story

§  Successful posts provide clear value oriented to helping professionals be more productive and successful: §  Helpful §  Informative §  Inspiring

§  Brands from all sizes & industries - Finance to Tech to Personal Care are producing high performing content. Professionals are consumers, too

LinkedIn  Takeaways  u LinkedIn  is  the  largest  professional  network  in  the  world  

 u LinkedIn  caters  mostly  to  the  B2B  market    

 u Explore  all  the  marke8ng  solu8ons      u Get  visual  on  LinkedIn  and  take  advantage  of  SlideShare’s  

opportunity  to  publish  powerful  visual  presenta-ons  and  infographics  to  your  audience  

LinkedIn  Takeaways  

u Visual  usually  works  best    

u  Image  and  Videos  work  well  on  mobile    

u Landing  pages  make  a  big  difference,  sending  people  to  homepages  typically  is  not  ideal    

u Social  paid  is  a  smart  way  to  amplify  awesome  content.      

u Social  paid  can  act  as  an  effec-ve  content  distribu8on  method    

 

LinkedIn  Takeaways  u Community  Managers  can  power  up  with  LinkedIn  publishing  with  

the  help  of  key  employees  and  an  ac-on  plan    u Media  rela8ons!  Journalist  and  reporters  are  looking  for  story  ideas  

and  follow  Company  Pages  for  news!      

u Thought  leadership  can  be  enhanced  using  LinkedIn  as  a  content  publishing  plaXorm  and  increase  reach  with  paid  content    

u LinkedIn  Adver-sing  is  not  a  short  term  proposi8on    

u Things  change.  What  worked  last  year  may  not  work  this  year  

Follow  me  @lisabuyer    Thank  you    Namaste!