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Live Webinar: Your Tactical Plan to Content Marketing on LinkedIn

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Live Webinar: Your Tactical Plan to Content Marketing on LinkedIn

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a quick, tactical plan for driving ROI with LinkedIn content marketing tools, including Company Pages, LinkedIn SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Content and LinkedIn Groups.

This webcast session includes:
- 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

a quick, tactical plan for driving ROI with LinkedIn content marketing tools, including Company Pages, LinkedIn SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Content and LinkedIn Groups.

This webcast session includes:
- 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 to Content Marketing on LinkedIn

  1. 1. TO CONTENT MARKETING ON LINKEDIN LIVE WEBCAST: YOUR 8/3/2016 11:00am PT | 2:00pm ET
  2. 2. Alex Rynne Associate Content Marketing Manager, LinkedIn Marketing Solutions @amrynnie 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
  3. 3. 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 Content & Direct Sponsored Content • Your 1-Page Printable Plan • Additional Resources #LinkedInMktg
  4. 4. 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
  5. 5. 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
  6. 6. “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
  7. 7. 5 LinkedIn Content Marketing Opportunities for the Taking LinkedIn Company & Showcase Pages LinkedIn SlideShare Publishing on LinkedIn LinkedIn Sponsored Content & Direct Sponsored Content
  8. 8. ESTABLISH 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. LINKEDIN COMPANY & SHOWCASE PAGES  Post 3-4x a day  Engage with and respond to followers’ comments  Change header image every 6 months ACTION ITEMS #LinkedInMktg
  13. 13. LINKEDIN SLIDESHARE 70 million monthly unique visitors 13,000 new pieces of content added daily #LinkedInMktg
  14. 14. LINKEDIN SLIDESHARE WHAT TO SHARE #LinkedInMktg
  15. 15. 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)
  16. 16. 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
  17. 17. LINKEDIN SLIDESHARE DASHBOARD
  18. 18. LINKEDIN SLIDESHARE DASHBOARD
  19. 19. 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
  20. 20. PUBLISHING ON LINKEDIN WHAT TO SHARE #LinkedInMktg
  21. 21. PUBLISHING ON LINKEDIN MEETING YOUR OBJECTIVES Thought Leadership #LinkedInMktg KEY METRICS • Post Views & Profile Views • Demographics of Your Readers • Likes, Comments & Shares
  22. 22. PUBLISHING ON LINKEDIN ACTION ITEMS  Publish whenever you feel passionate  Recommended: Bi-weekly or once a month #LinkedInMktg
  23. 23. LINKEDIN SPONSORED CONTENT Deliver rich content in the LinkedIn feed across all the devices #LinkedInMktg
  24. 24. 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
  25. 25. 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 practical insignts on how academic institutions can best leverage LinkedIn: http://bit.ly/1BifEqw Are you ready to provide the first (and best) solution to suit your prospects’ needs? http://bit.ly/1BifEqw LINKEDIN SPONSORED CONTENT WHAT TO SHARE
  26. 26. +571% clicks +490% impressions DIRECT SPONSORED CONTENT ALWAYS BE TESTING
  27. 27. SPONSORED CONTENT BEST PRACTICES Visual is the new headline1 Keep it short & sweet2 Snackable stats work wonders3 Variety is the spice of life4
  28. 28. Market to Who Matters: GET TO THE RIGHT PROFESSIONAL AUDIENCES Rich demographic data Job Function, Seniority, Company Name, Geo, Industry Interest-based targeting Group Membership, Skills, Companies Followed Persona targeting Job Searchers, Opinion Leaders, Mass Affluent, Business Travelers Your own audience data Target Account Lists
  29. 29. LINKEDIN SPONSORED CONTENT & 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
  30. 30. LINKEDIN SPONSORED CONTENT & DIRECT SPONSORED CONTENT ACTION ITEMS  Select a Compelling Visual  Run 2-4 Sponsored Contents a Week  Run for 3 weeks, then Test & Iterate  Add URL Tracking Codes to Measure Post-Click Actions (Site Visits & Conversions)  Set Up Campaigns by Audience  Shift Budget to the Audience with the Highest Engagement Rate #LinkedInMktg
  31. 31. HOW THE LINKEDIN MARKETING SOLUTIONS TEAM DOES IT
  32. 32. 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. #LinkedInMktg
  33. 33. CARVE UP THE TURKEY #LinkedInMktg
  34. 34. EXAMPLE: PROMOTING THE TACTICAL PLAN LANDING PAGE LINKEDIN SHOWCASE PAGE BLOG POST TWITTER MOBILE DOWNLOAD
  35. 35. EXAMPLE: The Sophisticated Content Marketer’s Guide to LinkedIn EXAMPLE: PROMOTING THE TACTICAL PLAN BLOG POST GLOBAL INFOGRAPHIC PHYSICAL BOOK WEBINARS
  36. 36. #LinkedInMktg DON’T DO SOCIALCAMPAIGNS, MAKE EVERY CAMPAIGN SOCIAL.
  37. 37. QUESTIONS?

Notas do Editor

  • With your specific end goal now in mind, our targeting is the core of what enables your success on LinkedIn. The authentic member-generated, first party data on LinkedIn is more accurate and highly differentiated in the market noise of audience data. We make it easy for you to segment and reach your audience by offering:
     
    Rich demographic data our members include in their LI profiles (Title, Company, Industry, Seniority, etc.)
    Interest based targeting (e.g., Group membership, skills, Companies followed, etc.)
    Persona targeting (Job Searchers, Opinion Leaders, Mass Affluent, Business Travelers, etc.)
    Integrating of Your 1st party audience data (e.g., targeted account lists to support ABM) to identify these high value audiences on LinkedIn

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