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Live Webinar: Your Tactical Plan for Content Marketing on LinkedIn

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Live Webinar: Your Tactical Plan for Content Marketing on LinkedIn

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We’ve put together a quick, tactical webinar for driving ROI with LinkedIn Company Pages, SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Updates and LinkedIn Groups.

We’ve tested and iterated for years – and now hear from LinkedIn's content marketing manager, Alexandra Rynne as she shares our insider tips.

In this presentation we uncover:
-What content drives the most engagement on LinkedIn
-Action items and daily time investment needed to succeed with LinkedIn Marketing tools
-Key metrics to measure the success of your strategy

We’ve put together a quick, tactical webinar for driving ROI with LinkedIn Company Pages, SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Updates and LinkedIn Groups.

We’ve tested and iterated for years – and now hear from LinkedIn's content marketing manager, Alexandra Rynne as she shares our insider tips.

In this presentation we uncover:
-What content drives the most engagement on LinkedIn
-Action items and daily time investment needed to succeed with LinkedIn Marketing tools
-Key metrics to measure the success of your strategy

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Live Webinar: Your Tactical Plan for Content Marketing on LinkedIn

  1. 1. Alex Rynne Associate 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
  2. 2. OVERVIEW: •  Why should you have a LinkedIn Marketing plan? •  4 Planning Basics to Set You Up for Content Marketing Success •  5 Opportunities for the Taking •  LinkedIn Company & Showcase Pages •  LinkedIn SlideShare •  Publishing on LinkedIn •  LinkedIn Sponsored Updates & Direct Sponsored Content •  LinkedIn Groups •  Your 1-Page Printable Plan •  Additional Resources #LinkedInMktg
  3. 3. 79% 80% 43% Of B2B marketers believe social media is an effective marketing channel Of B2B leads come from LinkedIn According to HubSpot, 43% of marketers say that they have sourced a customer from LinkedIn
  4. 4. 28% Marketers with a documented strategy are 4x more effective Of Marketers have a documented content marketing strategy #MissedOpportunity 30% Of marketers feel their marketing strategy is effective
  5. 5. “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 UP FOR CONTENT MARKETING SUCCESS #LinkedInMktg
  6. 6. 5 LinkedIn Content Marketing Opportunities for the Taking LinkedIn Company & Showcase Pages LinkedIn SlideShare Publishing on LinkedIn LinkedIn Sponsored Updates & Direct Sponsored Content LinkedIn Groups
  7. 7. ESTASBLISH YOUR COMPANY’S IDENTITY AND BUILD RELATIONSHIPS WITH THE WORLD’S PROFESSIONALS #LinkedInMktg IDENTITY Your company’s profile to the world’s professional NETWORK Connect professionals and your employees to drive economic opportunity KNOWLEDGE Share content & opportunities to make professionals more productive & successful
  8. 8. LINKEDIN COMPANY & SHOWCASE PAGES Highlight your individual brands with 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
  9. 9. LINKEDIN COMPANY & SHOWCASE PAGES WHAT TO SHARE Hire, Market, and Sell Better Using LinkedIn Elevate’s New Features: http://blt.ly/1MOluYh #MondayMotivation from the late and great Henry Ford If you need a daily playbook for successful content marketing on LinkedIn, this webinar is for you: http://blt.ly/1N8Wu02 What Effective B2B Content Marketing Looks Like: http://blt.ly/1JC0ijA Introducing our latest Lynda.com course: Up and running with LinkedIn Lead Accelerator: http://blt.ly/FLGuzs #LinkedInMktg
  10. 10. LINKEDIN COMPANY & SHOWCASE PAGES MEETING YOUR OBJECTIVES Brand Awareness Lead Generation Thought Leadership Event Registration #LinkedInMktg •  Page Followers •  Post Clicks •  Engagement KEY METRICS   •  Comments •  Inquiries and Leads •  Event Registrants
  11. 11. LINKEDIN COMPANY & SHOWCASE PAGES ü  Post 3-4x a day ü  Engage with and respond to followers’ comments ü  Change header image every 6 months ACTION ITEMS #LinkedInMktg
  12. 12. LINKEDIN SLIDESHARE 70 million monthly unique visitors 13,000 new pieces of content added daily #LinkedInMktg
  13. 13. LINKEDIN SLIDESHARE WHAT TO SHARE #LinkedInMktg
  14. 14. LINKEDIN SLIDESHARE MEETING YOUR OBJECTIVES Lead Generation SEO Brand Awareness & Thought Leadership #LinkedInMktg •  Inquiries and leads •  Demographics of your readers and followers •  Linkbacks KEY METRICS •  Keyword rankings •  Views •  Actions (Downloads, Likes & Embeds)
  15. 15. LINKEDIN SLIDESHARE ü  Upload new content weekly ü  Highlight decks on profile page ü  Group content into playlists ü  Add lead forms ü  Leverage the clipping tool ACTION ITEMS #LinkedInMktg
  16. 16. PUBLISHING ON LINKEDIN Our over 1 million unique publishers publish more than 130,000 posts a week on LinkedIn. 45% About 45% of readers are in the upper ranks of their industries: managers, VPs, CEOs, etc. #LinkedInMktg
  17. 17. PUBLISHING ON LINKEDIN WHAT TO SHARE #LinkedInMktg
  18. 18. PUBLISHING ON LINKEDIN MEETING YOUR OBJECTIVES Thought Leadership #LinkedInMktg KEY METRICS •  Post Views & Profile Views •  Demographics of Your Readers •  Likes, Comments & Shares
  19. 19. PUBLISHING ON LINKEDIN ACTION ITEMS ü  Publish whenever you feel passionate ü  Recommended: Bi-weekly or once a month #LinkedInMktg
  20. 20. LINKEDIN SPONSORED UPDATES Deliver rich Content in the LinkedIn feed across all the devices #LinkedInMktg
  21. 21. With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page LINKEDIN DIRECT SPONSORED CONTENT #LinkedInMktg Personalize Test Control
  22. 22. LINKEDIN SPONSORED UPDATES & DIRECT SPONSORED CONTENT WHAT TO SHARE LinkedIn Lead Accelerator empowers B2B marketers to effectively drive website conversions: http://bit.ly/1BifEqw 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 practical insignts on how academic institutions can best leverage LinkedIn: http://bit.ly/1BifEqw #LinkedInMktg Are you ready to provide the first (and best) solution to suit your prospects’ needs? : h#p://bit.ly/1BifEqw
  23. 23. #LinkedInMktg
  24. 24. #LinkedInMktg
  25. 25. LINKEDIN SPONSORED UPDATES & DIRECT SPONSORED CONTENT MEETING YOUR OBJECTIVES Brand Awareness Thought Leadership Lead Generation #LinkedInMktg KEY METRICS •  Engagement Rate •  Impressions •  Company or Showcase Page Followers •  Inquires or Marketing Qualified Leads Generated from the Update
  26. 26. LINKEDIN SPONSORED UPDATES & DIRECT SPONSORED CONTENT ACTION ITEMS ü  Select a Compelling Visual ü  Run 2-4 Sponsored Updates a Week ü  Run for 3 weeks, then Test & Iterate ü  Add URL Tracking Codes to Measure Post-Click Actions (Site Visits & Conversions) ü  Set Up Campaigns by Audience ü  Shift Budget to the Audience with the Highest Engagement Rate #LinkedInMktg
  27. 27. LINKEDIN GROUPS The perfect way to build an engaged community on the world’s largest professional platform #LinkedInMktg
  28. 28. LINKEDIN GROUPS WHAT TO SHARE #LinkedInMktg
  29. 29. MEETING YOUR OBJECTIVES LINKEDIN GROUPS KEY METRICS •  Number of Group Members •  Number of Discussions •  Quality of Conversations •  Number of Profile Views •  Number of New Connections #LinkedInMktg Thought Leadership
  30. 30. LINKEDIN GROUPS ACTION ITEMS ü  Create a group for your company & assign ownership & duties ü  Ask for opinions & provide unique insights ü  Keep your content focused ü  Manage & monitor post submissions daily ü  Highlight top contributors ü  Promote your group across social media channels for increased membership ü  Join other relevant industry groups ü  Initiate & participate in group discussions daily #LinkedInMktg
  31. 31. ​ Repurpose content like leftover Turkey
  32. 32. h"p://bit.ly/LI1PagePlan  
  33. 33. READY TO DRIVE MORE REVENUE ON LINKEDIN? FOR THE OVERACHIVEVER IN YOU 15 Tips for Compelling Company Updated on LinkedIn Lead Generation on SlideShare: A How-to Guide Ultimate Playbook to Professional Publishing on LinkedIn The Sophisticated Marketer’s Guide to LinkedIn 10 ways to Drive Killer Results with LinkedIn Sponsored Updates Creating Your First Big Rock
  34. 34. QUESTIONS?

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