Presentation given by Jon Wollenhaupt, President, Go Launch Marketing, at the 2019 LERN Contract Training Conference held in Chicago.

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Experience
Six years working with
the California Community
College System on marketing
and communications projects
related to contract education.
Go! Launch Marketing Clients

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Experience
Marketing programs that build
awareness for the services
delivered by contract education
and the value those services
bring to communities,
businesses and government
agencies statewide.
Blog: www.upskillcalifornia.com

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Experience
Please follow the news and
successes of our community college
contract education practitioners via
UpSkill California’s LinkedIn
Business Page.
We will share your news, successes,
and industry-related content.

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Experience
Please follow the news and
successes of our community
college contract education
practitioners via UpSkill
California’s Twitter feed.
We’d love to follow and
share your tweets!

7. Measurable Goals
• Participants will be able to describe
how generating impressions
and engagements on social media
builds relationships with prospects
and clients.
• Participants will be able to
communicate the value of content
marketing
• Participants will be able to track
basic social analytics
• Participants will understand the
value of having a LinkedIn Business
Page and of sponsoring content.

8. Social Media Marketing
“Increasing your reputation on social media, through
increased engagement and high-quality content
syndication, will lead to increased online brand presence.
That increased brand presence is going to lead to more
branded searches on Google, and the more branded searches
your brand receives, the higher it’s likely to rank for non-
branded keywords. There’s no specific way to improve your
authority other than to give your audience a quality
experience, but that’s where it all begins.”
—Jayson DeMers, Contributor, Forbes.com

10. Authoritative Content Enhances
Your Organization’s Web Presence
• The online content you develop gives empowered buyers
who are searching for solutions online the answers they
need to make purchase decisions.
• Content development, social media campaigns, and
outbound marketing (e.g. email marketing) are all
inexorable related and strategically complimentary.
• SEO and content marketing now go hand-in-hand; better,
more frequent content will attract links, shares, and other
brand-building signals that will boost rankings.

11. Content Marketing
• The practice of creating and distributing
content that is informative and helpful to
potential customers. Good content then directs
those customers back to your college website,
where you can capture and nurture leads.
Successful content marketing creates positive
associations with your brand.

12. Content Marketing
Content is Key to Building an Online
Presence
• Online content should be developed
with the strategic purpose of giving
empowered buyers the answers they
need to make purchase decisions.

13. Content Marketing
Content is Key to Building an Online Presence
• The content you develop should be aligned with
your brand’s core messaging or objectives; it
should effectively build & support your brand in
the eyes of your audience.
• Your content should directly address your target
audience’s needs and interests. This will allow you
to attract their attention and trust.

14. Content Marketing
Customer-oriented Content
That Feeds Your Online
Channels and Search Engines
• Success Stories
• Cases Studies
• Industry Articles
• Presentations
• Client Endorsements
• Videos

15. • Content helps SEO by providing more web "real estate"
and increasing your domain authority (as well as earning inbound
links).
• It provides source material for a social media marketing campaign.
• It can encourage more email signups and can be used as the basis
for an email marketing campaign.
• It can enhance the value of your landing page and other web pages.
• It can help you build relationships with other online brands and
industries.

16. Why LinkedIn is Essential
For Businesses, Relationships Matter More
Than Ever
Companies that inform and engage their
audience aren’t just selling – they’re
building relationships. Effective use of
LinkedIn helps you forge relationships with
the world’s largest professional community.

17. LinkedIn for Lead Generation
• Traffic from LinkedIn generates the
highest visitor-to-lead conversion rate
(2.74%) of the top social networks, almost
3 times higher than Twitter (.69%) and
Facebook (.77%).
Why LinkedIn is Essential

18. Why LinkedIn is Essential
For B2B Marketing
• LinkedIn reaches more “C” level executives
than any other news or business website.
• 90% of members say they are involved in
purchasing decisions.
• For B2B marketers, this cannot be overlooked.

19. Why LinkedIn is Essential

20. Why LinkedIn is Essential

21. Why LinkedIn is Essential
Source: LinkedIn

22. Why LinkedIn is Essential
Source: Demand Wave Survey of B2B Marketers

23. Why LinkedIn is Essential

24. Why LinkedIn is Essential
• Research by LinkedIn shows that members are
almost 50 percent more likely to buy from a
company they engage with on LinkedIn.
• 80 percent of LinkedIn members want to
connect with companies because those
connections provide them opportunities to
enhance their professional decision making.

26. Target Audiences on Twitter

27. Target Audiences on Twitter

28. Target Audiences on Twitter

29. Target Audiences on Twitter

30. Target Audiences on Twitter

31. Twitter Analytics

32. Twitter Analytics – Top Tweet

33. Twitter Analytics – Profile Views
Put hashtags in your
profile that are relevant to
the industries you serve
and the programs you
deliver.

34. Go Launch Marketing
Twitter Account
Hashtag Search:
Soft Skills
Search
Results

35. • If one piece of content is intended to
generate sales leads, you can track KPIs
such as email sign-ups and contact form
completions.
• If another piece is intended to develop &
promoting brand trust, you can track social
media traction amongst influencers and
coverage on trustworthy publications.
Basics of Measuring Your Contents’ Success

36. What are Impressions?
Potential impressions have always been an
important metric for advertisers. For traditional
media like newspaper, radio and TV, it has been one
of the only metrics available to gauge success, and
its relevance has stayed just as prominent
throughout the advent of social media.
Social Media Measurements

37. An impression is defined as content
delivered to someone’s feed. A viewer
doesn’t have to engage with the post in
order for it to count as an impression.
What’s tricky about impressions is that
one person can have multiple impressions
of the same piece of content.
Social Media Measurements

38. Engagement, Reach and Impressions
• How many people saw my post (Reach)?
• How many times did my post get
displayed (Impressions)?
• How many times did people interact with
my posts (Engagement)?
Social Media Measurements

39. Social Media Measurements
Reach = Follower Count Impressions - impact beyond
my inner circle of influence.

40. Social Media Measurements
On LinkedIn:
When you share
an update, a
"view" is
counted when
the update is
loaded on the
viewer's screen.
Viewers do not
necessarily need
to click or read
the update to
count as a view.

41. Social Media Measurements

42. Social Media Measurements

43. Sponsored Content Campaign
On LinkedIn

44. Sponsored Content Campaign
On LinkedIn

45. Sponsored Content Campaign
On LinkedIn

46. Sponsored Content Campaign
On LinkedIn

47. Sponsored Content Campaign
On LinkedIn

48. Sponsored Content Campaign
On LinkedIn

49. Sponsored Content Campaign
On LinkedIn

50. Sponsored Content Campaign
On LinkedIn

51. Sponsored
Content
Campaign
On LinkedIn

52. Sponsored Content Campaign
On LinkedIn

53. Tracking Impressions & Engagement
Article Distribution
1. UpSkill California
Blog
2. LinkedIn
3. Twitter
4. Constant Contact
Email Campaign
- Internal Community
College Contacts
- B2B Contacts

54. Content Sponsored Campaign
UpSkill California
Business Page
Tracking Impressions & Engagement

55. Tracking Impressions & Engagement

56. Article Distribution
Tracking Impressions & Engagement

57. Constant Contact Email Campaign
Tracking Impressions & Engagement

58. Tracking Impressions & Engagement

59. Tip # 1
Stay Active
It is good to remain active even when
you don’t have original content or breaking
news to post. Remind your contacts that you
are engaged in your industry & are on top of
the latest trends by regularly sharing links to
relevant articles, news, & research.

60. Tip # 2
Leverage @mentions in your status updates. You
can tag or @mention other users and companies in
status updates—much like the way it works on
Facebook, Twitter, and Instagram.
Place the @symbol immediately followed by the
user's/company's name in your status up date. That
user/company will be alerted that you mentioned them,
and their name will also link to their profile/page in the
status update itself.

61. Tip # 3
Effective Strategies For Attracting
Followers.
• Add a “Follow” button to your website.
Get code for a “Follow” button from
developer.linkedin.com to
add to your blog or website.
This lets LinkedIn members follow your
company with a single click.

62. More Tips
• Think Like a Journalist
• Don’t bury the lead. Write concise intros and
headlines that will engage your audience.
• Include a Clear CTA
• Updates with links drive 2x the engagements
• Ask Thoughtful Questions to Involve Your Audience
• Always Include an Image or Some Type of Rich Media
• Post YouTube Videos to Encourage Sharing
• Links to YouTube videos play directly in your
LinkedIn feed.

63. Lastly, Share!
• If I LIKE your post, I am telling you (one
person) something.
• If I SHARE your post, I am extending the
reach of your post to all my 1,100+
followers.
• Please share the posts of your collogues
that you consider valuable.
• LIKE + SHARE is the most helpful.

64. LERN
Get More Information That
Works!
www.lern.org
info@lern.org
(800) 678-5376