Mais conteúdo relacionado Semelhante a The Sophisticated Marketer's Guide to LinkedIn: The Webinar (20) The Sophisticated Marketer's Guide to LinkedIn: The Webinar1. Marketing Solutions
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA @LinkedInMktg
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LinkedIn Marketing Solutions
2. Feel free to Tweet along:
#SophisticatedMKTG
@jasonmillerca
@LinkedInMKTG
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3. 1 of every 3
Professionals
on the Planet is
on LinkedIn
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6. Brands build relationships
with the world’s professionals
by using accurate targeting to deliver relevant content
Target
Publish
Extend
Target with accuracy
to reach a high
quality audience
Publish relevant
content in a
professional context
Extend through social
sharing and extend
quality traffic and data
to your sites
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7. Target with Accuracy
Using authentic data
Who they are
Who they know
What they do
Their profile
Their connections
Their behavior
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8. Achieve your objectives
With LinkedIn
Generate Awareness
Generate Traffic and
Leads
Target
Drive Consideration &
Preference
Drive Advocacy
Publish
Extend
Build Community
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9. Company Page
5 steps to engaging followers on LinkedIn
1
Establish your presence
2
Attract followers
3
Engage followers
4
Amplify through the network
5
Analyze and refine
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10. The only art I’ll ever study is stuff
that I can steal from.
- David Bowie
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11. Company Page:
Who’s Doing it Right?
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12. Company Page:
Who’s Doing it Right?
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13. Sponsored Updates:
The Crown Jewel of Social
Media Advertising
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14. Sponsored Updates:
Who’s Doing it Right?
• LinkedIn drove 400% more qualified
leads than any other paid lead
generation platform during the
campaign period.
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15. 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.”
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16. Sponsored Updates Content
Best Practice Cheat Sheet
Optimizing content
Managing updates
• Always ask, “why would my
audience read this?”
• Plan your editorial calendar, but
also react to timely events
• Use concise and compelling
intros and headlines
• Respond to comments regularly
• Ask compelling questions to
involve the target audience
• Include a clear call to action,
regardless of the objective
• 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
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17. LinkedIn Groups:
Who’s Doing it Right?
Join the Conversation
HubSpot now has more than
57,000
Followers
for its Company Page
96,000
Followers
for its Inbound Marketers Group
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18. LinkedIn Groups:
Who’s Doing it Right?
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19. LinkedIn Groups:
Who’s Doing it Right?
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20. Let’s Talk About Content…
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21. LinkedIn by the Numbers
Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends
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23. Ann Handley’s Formula:
Useful x Enjoyable
x Inspired =
Innovative Content
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25. The visual is the new headline!
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30. The Infographic is not Dead.
Claiming that Something is Dead, is.
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32. Ready, Aim, Target –
A Frictionless Content
Experience
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33. When we need that extra push…
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35. You may ask yourself,
why didn’t I think of that?
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36. Promoting your event? Check…
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37. A Coupon Code Inside Your
Slidedeck? I’ll Take It!
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38. A visual journey of FAQs?
Genius.
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39. Clickable links inside your
SlideShare deck, Boom!
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41. Bread is Dead, Be the Bacon
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42. The Blogging Food
Groups Categories
Blogging Food Groups
Categories of Content
Content Specifics
Raisin Bran content: The basic, everyday content
that you can dish out quickly
How-to posts (e.g. SU videos)
Sharing Influencer/ third-party posts
Useful, relevant topics for marketers
Repurposing of old content
Spinach content: The stuff that’s good
for you, even if it’s difficult to chew
Thought leadership pieces
Guest Topics/ Blog Posts
Case Studies
Roasts: The valuable, time-consuming projects
that leave your guests begging for more
Strategic research and analysis
LI MKTG Trends POVs
Big Rock content
Chocolate cake content: Everyone wants
a second piece of this sweet treat
Light-hearted, easily-digestible content
Cultural content (e.g. Day in the Life)
Amusing videos, graphics, stories
Tabasco* content: Sometimes you just need a
little fire on the tongue
Bold statements with strong POV
Thought leadership pieces
Calculated and strategic
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43. LinkedIn Marketing Solutions
Blog Content Calendar
Monday
Tuesday
Raisin Bran
Spinach
Roast
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Wednesday
Raisin Bran
Spinach
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Thursday
Friday
Saturday
Raisin Bran
Chocolate
Cake
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45. Repurpose Activity
Think of a piece of content from the wheel to the right and how it could
be repurposed into the other parts of the wheel.
Choose your content
Blogs
How it would be used in a blog
How it would be used in SlideShare
Slide
Presentation
Infographics
Content
How it would be used in a webinar
How it would be used in a video
Webinars
Videos
How it would be used in a infographic
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48. Washed Up? Who Says So?
Think of a piece of content from the wheel to the right and how it could
be repurposed into the other parts of the wheel.
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49. Creating a LinkedIn
Content Calendar
Ask yourself:
1. What’s the cadence of main pillars?
2. What’s the cadence of sub-pillars?
3. Example post for each day
- What type of post is it?
- If photo, what type of image will it be?
- Distribution: national or geo-targeted?
- Distribution: Who will it be boosted to?
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52. Big Rock Content repurposed
into “Turkey Slices”
The Sophisticated Marketers Guide to LinkedIn
Podcast:
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SlideShare
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56. Take it Global
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58. Get the Guide!
Download the Sophisticated Marketer’s Guide to
LinkedIn: http://lnkd.in/sgm
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59. It’s up to marketers to deliver a better
content experience
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60. Now go create some bloody good content!
I Love You All.
Goodnight!
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LinkedIn Marketing Solutions
Notas do Editor 38% of unique visitors access LinkedIn through a mobile device. Make it easy for your entire audience to engage by providing responsive landing pages with user-friendly lead forms.Posts with a link have 2x the engagement and a 55% higher rate of “likes”.People see the image before they read the introor the headline. Make sure its relevant and interesting. Avoid hypertargeting. Start by casting a wide net and use reporting tools and advanced targeting filters to refine and optimize your campaign In just over 6 months the Content Marketing Academy Group has grown to the largest and most active (not to mention spam-free) content marketing focused group on LinkedIn. The group is now the largest content marketing-focused group on LinkedIn, averaging 267 new member per week, and, more importantly, about 10 to 20 quality discussions per week. 18K views on Slideshare alone, not counting the other places. Slideshare introduced new optimized viewing for Infographics. It’s not just a content repository, it’s a content publishing platform. It’s an essential part to any strategy.