Mais conteúdo relacionado Semelhante a The Sophisticated Marketer's guide to LinkedIn (20) Mais de LinkedIn Hong Kong (13) The Sophisticated Marketer's guide to LinkedIn1. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
Marketing Solutions
The Sophisticated Marketer’s Guide: The Webinar
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
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Feel free to Tweet along:
#SophisticatedMKTG
@jasonmillerca
@LinkedInMKTG
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1 of every 3
Professionals
on the Planet is
on LinkedIn
3
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Jobs
Content
7XContent pages
receive 7X the
page views vs.
job pages.
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The Definitive
Publishing Platform
Professional
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Achieve your objectives
With LinkedIn
Publish Extend
Target
Generate Awareness
Generate Traffic and
Leads
Drive Consideration &
Preference
Drive Advocacy
Build Community
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Company Page
5 steps to engaging followers on LinkedIn
Establish your presence1
Attract followers2
Engage followers3
Amplify through the network4
Analyze and refine5
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The only art I’ll ever study is stuff
that I can steal from.
- David Bowie
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Company Page:
Who’s Doing it Right?
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Company Page:
Who’s Doing it Right?
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Sponsored Updates:
Who’s Doing it Right?
• 17% increase in brand favorability
• Achieved four times the post-level
engagement rates when compared with
display averages.
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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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Sponsored Updates:
Who’s Doing it Right?
• 50% more likely to agree that “Adobe is
• shaping the future of digital marketing”
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Sponsored Updates Content
Best Practice Cheat Sheet
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
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
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LinkedIn Groups:
Who’s Doing it Right?
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Join the Conversation
HubSpot now has more than
57,000
Followers
for its Company Page
96,000Followers
for its Inbound Marketers Group
LinkedIn Groups:
Who’s Doing it Right?
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LinkedIn Groups:
Who’s Doing it Right?
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LinkedIn Groups:
Who’s Doing it Right?
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Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends
LinkedIn by the Numbers
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Useful x Enjoyable
x Inspired =
Innovative Content
Ann Handley’s Formula:
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5 Reasons for Going Visual
We are all visual thinkers
Visual language aids in decision making
Visual is more persuasive
Visual makes a better, longer overall impression than
simple text
Visual connects emotionally
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SlideShare is a Platform for Visual
Content Marketing Thought Leadership
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Visual Kicks Text’s A**
328,000
Views!
Slideshare Channels
Presentations
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First Page Results!
Slideshare Channels
Presentations
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Slideshare is also a search engine
Slideshare Channels
Presentations
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Meet the experts
Slideshare Channels
Presentations
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The Infographic is not Dead; Claiming
that Something is Dead is so Passé
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PUBLISHER TOTAL UNIQUE
VISTORS
178,809,843
TOTAL POTENTIAL VIEWERSHIP
3,024,141,647
33 LINKBACKS FROM TOP TIER
PUBS
8109 SHARES
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Integrate your presentations across
multiple channels
Slideshare Channels
Presentations
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Built in Lead Forms - A Frictionless
Content Experience
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You may ask yourself,
why didn’t I think of that?
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A Coupon Code Inside Your
Slidedeck? I’ll Take It!
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A visual journey of FAQs?
Genius.
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Clickable links inside your
SlideShare deck, Boom!
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Not more content
more relevant content
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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
The Blogging Food
Groups Categories
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Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
LinkedIn Marketing Solutions
Blog Content Calendar
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Repurpose Activity
Blogs
Slide
Presentation
Webinars Videos
Infographics
Content
Choose your content
How it would be used in a blog
How it would be used in SlideShare
How it would be used in a webinar
How it would be used in a video
How it would be used in a infographic
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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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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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?
Creating a LinkedIn
Content Calendar
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The Sophisticated Marketers Guide to LinkedIn
Podcast: SlideShare
Big Rock Content repurposed
into “Turkey Slices”
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• Sponsored Updates
• Email
• InMail
• SlideShare
• Webinars
• Display Ads
• Influencer Outreach
• Guest Blogs
• Twitter
• LinkedIn Groups
• Sales Training
“I haven’t been everywhere yet,
but it’s on my list.”
Be Everywhere
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Download the Sophisticated Marketer’s Guide to
LinkedIn: http://lnkd.in/sgm
60
Get the Guide!
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It’s up to marketers to deliver a better
content experience
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I Love You All.
Goodnight!
Now go create some bloody good content!
Notas do Editor It’s not just a content repository, it’s a content publishing platform. It’s an essential part to any strategy. 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. We are all visual thinkers. 75 percent of the sensory neurons in our brains process visual information. As prospects and customers continue to be bombarded with information in the form of pure text such as whitepapers and blogs, it can be difficult to differentiate your content from the competition. Visual content can help.
Visual language aids in decision making, is more persuasive, and makes a better, longer overall impression than simple text
25 infographics accounted for 17% of overall blog traffic. PUBLISHER TOTAL UNIQUE VISTORS
178,809,843
TOTAL POTENTIAL VIEWERSHIP
3,024,141,647
33 linkbacks
Total Social Shares (via top-tier publisher articles) 8109