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2/16/20164:00 PM GMT
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TO CONTENT MARKETING ON LINKEDIN
LIVE WEBINAR: YOUR
TO CONTENT MARKETING ON LINKEDIN
LIVE WEBINAR: YOUR
2/16/20164:00 PM GMT
Alex RynneAssociate Content Marketing Manager,LinkedIn Marketing Solutions
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
Christina O’ConnorAssociate Marketing Manager,LinkedIn Marketing Solutions
OVERVIEW:
• Why should you have a LinkedInMarketing plan?
• 4 Planning Basics to Set You Upfor Content Marketing Success
• 4 Opportunities for the Taking
• LinkedIn Company& Showcase Pages
• LinkedIn SlideShare
• Publishing on LinkedIn
• LinkedIn Sponsored Updates& Direct Sponsored Content
• Your 1-Page Printable Plan
• Additional Resources
#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
4 LinkedIn Content Marketing Opportunitiesfor the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Updates
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 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
Hire, Market, and Sell Better Using LinkedInElevate’s New Features: http://blt.ly/1MOluYh
#MondayMotivation from the late and great Henry Ford If you need a daily playbook for successful content marketingon LinkedIn, this webinar is for you: http://blt.ly/1N8Wu02
What Effective B2B Content Marketing LooksLike: http://blt.ly/1JC0ijA
Introducing our latest Lynda.com course: Upand running with LinkedIn Lead Accelerator:http://blt.ly/FLGuzs
#LinkedInMktg
LINKEDIN COMPANY & SHOWCASE PAGESEMEA Examples
#LinkedInMktg
LINKEDIN COMPANY& SHOWCASE PAGESMEETING YOUR OBJECTIVES
Brand Awareness
Lead Generation
Thought Leadership
Event Registration
#LinkedInMktg
LINKEDIN COMPANY& SHOWCASE PAGESKEY METRICS
• Page Followers
• Post Clicks
• Engagement
• Comments
• Inquires and Leads
• Event Registrants
#LinkedInMktg
LINKEDIN COMPANY& SHOWCASE PAGES
Post 3-4x a day
Engage with and respondto followers’ comments
Change header image every 6 months
ACTION ITEMS
#LinkedInMktg
LINKEDIN SLIDESHARE
70 million monthly unique visitors
13,000 new pieces of content added daily
#LinkedInMktg
LINKEDIN SLIDESHAREWHAT TO SHARE
#LinkedInMktg
LINKEDIN SLIDESHAREMEETING YOUR OBJECTIVES
Lead Generation
SEO
Brand Awareness &Thought Leadership
#LinkedInMktg
LINKEDIN SLIDESHARE
• Inquiries and leads
• Demographics of yourreaders and followers
• Linkbacks
• Keyword rankings
• Views
• Actions (Downloads, Likes & Embeds)
KEY METRICS
#LinkedInMktg
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
PUBLISHING ON LINKEDINMEETING YOUR OBJECTIVES
Thought Leadership
#LinkedInMktg
PUBLISHING ON LINKEDINKEY METRICS
• Post Views & Profile Views
• Demographics of Your Readers
• Likes, Comments & Shares
#LinkedInMktg
PUBLISHING ON LINKEDINACTION ITEMS
Publish whenever youfeel passionate
Recommended: Bi-weeklyor once a month
#LinkedInMktg
LINKEDIN SPONSORED UPDATES
Deliver rich Content in the LinkedInfeed across all the devices
#LinkedInMktg
With Direct Sponsored Content, reachyour target audience directly in the feedwithout publishing on your Company Page
LINKEDIN DIRECT SPONSORED CONTENT A feature of LinkedIn Sponsored Updates
#LinkedInMktg
Personalise
Test
Control
LINKEDIN SPONSORED UPDATESWHAT TO SHARE
#LinkedInMktg
Deliver the right content to the right people and boost quality leads on LinkedIn: http://bit.ly/1TEY7Fl
Advertising today is a whole new playing field. Get ahead in the game with The Little Big Book of LinkedIn Advertising: http://bit.ly/1hlyOlx
Tune in as industry leaders discuss practicalinsignts on how academic institutions can bestleverage LinkedIn: http://bit.ly/1BifEqw
Are you ready to provide the first (and best) solution to suit your prospects’ needs? http://bit.ly/1BifEqw
+571% Clicks+490% Impressions
DIRECT SPONSORED CONTENTALWAYS BE TESTING
#LinkedInMktg
DIRECT SPONSORED CONTENTBEST PRACTICES
LINKEDIN SPONSORED UPDATES
MEETING YOUR OBJECTIVES
Brand Awareness
Thought Leadership
Lead Generation
#LinkedInMktg
LINKEDIN SPONSORED UPDATES& DIRECT SPONSORED CONTENTKEY METRICS
• Engagement Rate
• Impressions
• Company or Showcase Page Followers
• Inquires or Marketing Qualified LeadsGenerated from the Update
#LinkedInMktg
LINKEDIN SPONSORED UPDATES
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
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.
CARVE UP THE TURKEY
EXAMPLE: PROMOTING THIS WEBINAR
BLOG POST
DIRECT SPONSORED CONTENT
LANDING PAGE
LINKEDIN SHOWCASE PAGE INSTAGRAM
READY TO DRIVE MORE REVENUE ON LINKEDIN?FOR THE OVERACHIVEVER IN YOU
15 Tips for Compelling CompanyUpdated on LinkedIn
Lead Generation on SlideShare:A How-to Guide
Ultimate Playbook to ProfessionalPublishing on LinkedIn
The Sophisticated Marketer’sGuide to LinkedIn
10 ways to Drive Killer Resultswith LinkedIn Sponsored Updates
LinkedIn Marketing SolutionsPlatform Overview
QUESTIONS?
