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What Content to Publish on LinkedIn to Drive Engagement
1.
47% of B2B
companies actively use LinkedIn SOURCE: InsideView, http://goo.gl/3KfyD
2.
53% of LinkedIn
users join 10 or more groups. SOURCE: Power Formula, http://goo.gl/kT79v
3.
+2 new members
join LinkedIn every second. SOURCE: COMSCORE 3
4.
There are 7,610
searches on LinkedIn per minute. SOURCE: Social Jumpstart, http://goo.gl/XULtC 4
5.
How to Master LINKEDIN for
Marketing Session 3: What Content to Publish on LinkedIn to Drive Engagement #MasterLinkedIn 5
6.
Your Presenters: Lana Khavinson
Rebecca Corliss Senior Product Marketing Manager Inbound Marketing Manager @LinkedIn @HubSpot 6
7.
Agenda:
1 Quick LinkedIn Review 2 Content that Works Best 3 How to Post Content to Drive ROI 4 Testing Your Content 5 Measuring Your Success 7
8.
QUICK LINKEDIN REVIEW
9.
Engaged Business-focused Audience
9
10.
Many Marketing Channels
Within LinkedIn 1 Company Pages 2 LinkedIn Groups 3 LinkedIn Ads 10
11.
Goals of Using
LinkedIn 1 Grow Reach 11
12.
Goals of Using
LinkedIn 2 Increase Company Engagement 12
13.
Goals of Using
LinkedIn 3 Generate Website Traffic 13
14.
Goals of Using
LinkedIn 4 Generate Leads & Customers 14
15.
What Drives All Those
Results? ? 15
16.
CONTENT
16
17.
CONTENT THAT WORKS
18.
Start with Customers’
Questions ? ? ? ? 18
19.
Share Blog Articles
19
20.
Promote Webinar and
Event Invitations 20
21.
Generate Intrigue with
Discussion Questions 21
22.
Share Ebooks &
White Papers 22
23.
Amplify and Target
with LinkedIn Ads 23
24.
Tip: Be Helpful,
not Promotional 24
25.
HOW TO POST CONTENT
TO DRIVE ROI
26.
Have Landing Pages
Set Up On Your Site 26
27.
How Content Drives
Leads Page Landing Update Page Form Lead Like Blog CTA Landing Post Page Group Product CTA Landing Discussion Page Page
28.
Contribute Content Regularly
GOAL: Post once a day. 28
29.
Include Links to
Resources on Your Page 29
30.
Include Links to
Content within Discussions 30
31.
Encourage Engagement to
Grow Reach 31
32.
TESTING YOUR CONTENT
33.
Testing Helps Increase
Effectiveness 33
34.
Test Content Type
34
35.
Test Language
1 Tone of Voice 2 Using Questions 3 Using Facts 4 Provide Directions 35
36.
Test Timing &
Frequency What Are the DAYS AND TIMES When Your Community Is Most Engaged? 36
37.
Test Ad Variations
37
38.
MEASURE YOUR SUCCESS
39.
Measure Reach and
Follower Growth 39
40.
Measure Post Engagement
& Clicks 40
41.
Evaluate Network Demographics
41
42.
Website Traffic Driven
by LinkedIn 42
43.
Leads from LinkedIn
43
44.
Conversion Rate from
Traffic to Leads 44
45.
Customers from LinkedIn
45
46.
Search Engine Optimization Blogging & Social
Media Lead Generation Lead Management Email & Automation Marketing Analytics
47.
THANK YOU.
47
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