Marketing Profs B2B Forum Preso- Face Melting Edition
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This document provides tactics and strategies for using LinkedIn to drive B2B marketing success, including ways to create compelling content and distribute it across LinkedIn platforms. It discusses optimizing content for audiences and platforms, using sponsored updates and other paid features to generate leads, and examples of companies successfully using these LinkedIn strategies to achieve business goals like lead generation, brand awareness, and thought leadership. Case studies show high returns on investment and performance metrics for LinkedIn marketing approaches.
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Marketing Profs B2B Forum Preso- Face Melting Edition
- 1. Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg Tactics and Strategies for Driving B2B Marketing Success Using LinkedIn presents
- 2. 1 of every 3 Professionals on the Planet is on LinkedIn
- 3. Jobs Content Content pages receive 7X the page views vs. job pages
- 5. Not more content, more relevant content
- 6. 6
- 7. Repurpose Content Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare
- 8. WAYS TO CREATE YOUR BIG ROCK
- 9. 1 Create the all- encompassing guide to whatever the hell conversation you want to own
- 10. 2 The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together Monday Tuesday Wednesday Raisin Bran Spinach Roast Raisin Bran Spinach
- 11. 3 Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”
- 12. Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
- 13. Repurpose, repurpose, then repurpose some more Infographics Blog Content Physical Book Mobile Download SlideShares Influencer Blogs WebinarsPodcasts
- 14. Take it Global
- 15. Turning Your Content Into Compelling Updates
- 16. Your audience should always be at the center of your content. This is about THEM, not YOU 01 Call out your audience 02 Use the word “you” 03 Explain what’s in it for them
- 17. Optimizing Content • Always ask, “Why would my audience read this?” • Use concise and compelling intros and headlines • Ask compelling questions to involve the target audience • Include a clear call to action, regardless of the objective • Make sure your landing pages are optimized for mobile traffic Managing Updates • Plan your editorial calendar, but also react to timely events • Respond to comments regularly • Consider keeping updates running through the weekend • Test to see what works with your audience and then refine Optimizing Visuals • Always include an image, presentation, or video • Ensure the thumbnail is relevant for external links Company Updates Content Best Practice Cheat Sheet
- 18. When you need that extra push…
- 19. Set up a test of different updates to reach different audiences Sponsored Update 1: Targeted to CMOs These insights can help you drive transformational change to your business. [link to white paper landing page with tracking tag 1] Sponsored Update 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. [link to white paper landing page with tracking tag 2] Sponsored Update 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. [link to white paper landing page with tracking tag 3] Big Rock Content Example: B2B Marketing company XYZ has recently launched a new piece of research and is publishing updates to LinkedIn to drive marketers to download it.
- 20. Use targeting on LinkedIn to deliver the right message to the right person at the right time But be careful NOT to over-target. It’s important to reach everyone who could influence a buying decision, so cast a wide net and then refine your targeting preferences.
- 21. 1. Driving Brand Awareness 2. Generating Quality Leads 3. Driving Event Registration 4. Expanding Thought Leadership Sponsored Updates Achieve Business Goals in 4 Ways
- 22. Sponsored Updates Who’s Doing it Right? • LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
- 23. Sponsored Updates: Who’s Doing it Right? 38% more leads than other social channels 65% lower cost per lead than other social channels
- 24. Sponsored Updates: Who’s Doing it Right? • As a result of the brand exposure in the LinkedIn feed, research confirmed that U.S. marketing executives were 50% more likely to agree that Adobe can “shape the future of digital marketing.”
- 25. Sponsored Updates: Who’s Doing it Right? Don’t bury the lead. Concise intros (90-140 characters) are more likely to result in higher engagement.
- 26. With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control
- 27. Personalize your message and offers to your target audience to boost your performance
- 28. Test and optimize your reach to the right audience with the right message 66%higher CTR
- 29. Sponsored InMails now reach members on mobile where they most often check their messages Reach mobile users >50% of inbox views on mobile 80% higher open rate on mobile
- 30. Mobile is Accelerating Content Consumption 9pm6pm3pm12pm9am6am
- 31. 70% of clicks from Sponsored Updates will come from mobile. Most important, make sure your landing page is mobile responsive— otherwise you are wasting leads
- 33. The visual is the new headline!
- 36. Research shows that a picture is really only worth 81.4 words, on average.
- 37. SlideShare is a Platform for Visual Content Marketing Thought Leadership
- 38. SlideShare for Lead Gen Kicks A**
- 39. Visual Kicks Text’s A** 328,000 Views! Who’s Doing it Right?
- 41. Built in Lead Forms
- 43. What Does Success Look Like?
- 45. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter For those about to Launch….. FIRE!
- 46. MQL Turkey Slices (Non Gated) Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
- 47. The Results Out of the Gate 34% 32% 15% 9% 6% 4% Email Blog InMail Direct/ SEO Other Display AdWords 64%7% 7% 7% 6% 4% 2% 1% 1% United States Netherlands India Canada Australia UK Germany New Zealand Singapore France
- 48. 48
- 50. 50 18,000% ROI
- 51. 51 SPONSORED CONTENT B2B MARKETING Better targeting, relevance and measurement The most effective platform for marketers to reach audiences, nurture prospects and acquire customers
Editor's Notes
- There is a famous quote from the father of advertising, David Ogilvy that says, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” I think this statement holds true today, but with the insertion of a visual element as the new headline
- Our Average Attention Span Is Now 8 Seconds – 1 Second Less Than A Goldfish According to the National Center for Biotechnology Information, at the U.S. National Library of Medicine, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013. This is one second less than the attention span of a goldfish. That’s right, goldfish have an attention span of 9 seconds – 1 second more than you and I.
- The adage "A picture is worth a thousand words" refers to the notion that a complex idea can be conveyed with just a single still image. It also aptly characterizes one of the main goals of visualization, namely making it possible to absorb large amounts of data quickly.