Engaging B2B Buyers On LinkedIn Requires New Content Marketing Strategies. Learn why content is a "must have" for B2B marketers. See a framework for B2B content strategy. Discover 4 actions to become a social media pro. Receive an action plan for LinkedIn success from Koka Sexton, Senior Manager, Social Marketing at LinkedIn.

1. ©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Engage
B2B
Buyers
On
LinkedIn
with
New
Content
Marke5ng
Strategies
August
2013

2. Koka
Sexton
Senior
Manager,
Social
Marke5ng
LinkedIn
@kokasexton
Andrea
Wasik
Director,
Digital
Marke5ng
Skyword
Inc.
@andrea_wasik
Your
Moderator
Tricia
Travaline
VP
of
Marke5ng
Skyword
Inc.
2
#Skyword
Today’s
Presenters

3. Who
is
Skyword
3
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Technology
Framework
Content
Strategy
Content
Creators
Editorial
The Four Pillars of Successful Content
#Skyword

4. 4
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Our
Clients
and
Partners
Brands
and
Media
Companies
Agencies

5. 5
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Today's
agenda
1
Why
content
is
a
"must
have"
for
B2B
marketers
Framework
for
B2B
content
strategy
4
ac5ons
to
become
a
social
media
pro
Applying
ac5on
plan
to
LinkedIn
2
3
4
#Skyword

6. Search
and
Social:
Gateways
to
Buyers
6
115BILLION
GLOBAL SEARCHES
every month on Google Search
36BILLION
SOCIAL SHARES
every month in the US
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
#Skyword

7. 7
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Why
Content
is
a
Must
Have
Source: Forrester Research, January 12, 2012
#Skyword
60%
of
B2B
buying
decisions
are
complete
before
engaging
with
a
sales
person
70%
of
the
content
B2B
buyers
read
or
study
before
making
a
purchase,
they
find
on
their
own

8. 8
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Changing
Buyer's
Journey
#Skyword

9. 9
©
2013
Skyword
Inc,
Confiden5al.
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rights
reserved.
Integrated
Content
and
Social
Strategy
Content Strategy Social Amplification

10. 10
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Top
Digital
Priori5es
of
CMOs
Source:
IBM
Global
Chief
Marke5ng
Officer
Study
56%
Use
Social
Media
as
Key
Engagement
Channel
#Skyword

11.
Andrea
Wasik
Director,
Digital
Marke5ng
Skyword,
Inc.
@andrea_wasik
11
#Skyword
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.

12. Social
Media
Content
Strategy
–
The
Process
12
Process Understand
your
audience
Select themes
and topics
Determine
content formats
Measure and
analyze
Plan and
execute
Establish publication
frequency
Identify
distribution
channels
Content
Strategy
Process

13. Understand
Your
Audience
13
Persona
A
Early research phase -
has not yet identified brands
Generic,
non-­‐
brand
terms
Persona
B
Considering and evaluating
solutions
Industry
accepted
terms,
brand
terms

14. Understand
Your
Audience
14
What
kind
of
content
should
I
create?
ACCORDING
TO
FORRESTER
RESEARCH,
One
clear
reason
for
the
ineffec=veness
of
most
B2B
content
in
the
awareness
phase
is
that
it
tends
to
be
wri?en
for
the
buyer
personas
in
the
lead
nurturing
phase
and
not
the
user
personas
who
are
doing
that
ini=al
discovery
work
on
a
business
problem1.
1Forrester
Research,
2013
report
“B2B
Marketers
Prefer
to
Create
Their
Own
Content
Mostly
for
Lead
Nurturing”
“
“

15. Topic
Selec5on
15
Now
that
you
know
who
you
are
trying
to
aJract,
do
some
“lurking”
on
social
networks.
• What
are
their
“pain
points”?
• What
kinds
of
ques5ons
are
they
asking,
for
example,
in
LinkedIn
groups?
• What
words
do
they
use
to
describe
their
business
issues?
• Are
there
terms
specific
to
seasonality?
Generic
Term
Brand
Term
“supply
chain
management”
“XYZ
Co.
ERP
System”
“truck
parts”
“commercial
transporta5on
components”

16. Topic
Selec5on
16
Perform
keyword
search
volume
research
to
determine
most
valuable
terms:
• Google AdWords Keyword Tool (free)
• Bing Keyword Research Tool (free)
• Moz.com (subscription)
• Keywordspy.com (subscription)
Generic
Term
Monthly
US
Search
Volume
Brand
Term
Monthly
US
Search
Volume
“supply
chain
management”
22,200
“XYZ
Co.
ERP
System”
10
“truck
parts”
22,000
“commercial
transporta5on
components”
0

17. Format:
Snackable
&
Valuable
17

18. Format
for
Intended
Channel
18
Tag
content
using
the
language
that
is
used
by
the
searcher
in
the
discovery
phase
(based
on
your research)
TwiJer:
140
characters,
can
include
an
image
LinkedIn:
600
characters,
can
include
an
image
or
files
Facebook:
64,206
characters,
can
include
images
Google+:
100,000
characters,
can
include
images
YouTube:
Video
Pinterest:
Image
&
short
descrip5on

19. Publica5on
Frequency
19
How
much
content
is
enough?
The
short
answer
is,
it
is
never
enough!
But
don’t
just
create
for
the
sake
of
crea5ng;
be
smart
about
it.
Most
buyers
have
already
researched
a
product
or
service
thoroughly
before
your
sales
team
ever
talks
to
them.

20. Geqng
it
out
there
20
Iden]fying
the
right
distribu]on
channels
Once
you
start
crea5ng
content,
make
it
available
in
the
places
your
poten5al
customers
are
already
looking.
2
Forrester
Research,
2013
81%
of
B2B
decision
makers
use
communi=es
and
blogs2
74%
of
B2B
decision
makers
use
LinkedIn2

21. Blog
pos5ng
Webinar
Email
Campaign
LinkedIn
slide
presenta5on
Plan
&
Execute:
The
Content
Crea5on
Process
21
Recruit
Research
Review
Publish
Promote
Measure
Build
social
media
distribu5on
into
your
content
distribu5on
process
Crea]on
&
Publica]on
Process
Get
the
most
out
of
your
content
crea5on
efforts
by
genera5ng
formats
for
mul5ple
distribu5on
plasorms.
Create
&
Op5mize
REPORT

22. Example
of
Formaqng
for
Mul5ple
Plasorms
22
Blog
Pos5ng

23. Formaqng
for
Mul5ple
Plasorms
23
LinkedIn
Update

24. Tweet
Email
Campaign
Video
Interview
Formaqng
for
Mul5ple
Plasorms
24

25. Another
Example
of
Formaqng
for
Mul5ple
Social
Media
Plasorms
25
Report

26. 26
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Digital
Agency
of
the
Future
|
Sharable

27. 27
Stumbleupon
Pinterest

28. 28
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Digital
Agency
of
the
Future
|
Sharable

29. LinkedIn
Sponsored
Update
29

30. 30
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Email
Newslever
Email
Newslever

31. Content
Calendar:
Editorial
Planning
&
Execu5on
31

32. Measurement
and
Op5miza5on
32
Analyze & adjust

33. Google
Analy5cs
Social
Repor5ng
33

34. Social
Influences
Search
Results
34
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Consumer Goods Enterprise

35.
35
Koka
Sexton
Sr.
Social
Marke5ng
Manager
Building
Your
B2B
Brand
Through
LinkedIn:
Best
Prac=ces
For
Amplifying
Lead
Genera=on
&
Engagement
Strategy
#Skyword
#Skyword

36. Becoming
a
Social
Marke5ng
Pro

37. 4
Ac5ons
to
Becoming
a
Social
Marke5ng
Pro
37
Developing
a
Reputa]on:
Building
a
strong
online
reputa5on
that
showcases
your
experience
and
increases
your
credibility
Gathering
Intelligence:
Researching
social
informa5on
to
prepare
for
sales
conversa5ons
Building
your
Network:
Developing
rela5onships
with
people
who
can
share
informa5on
and
provide
referrals
Offering
Insights:
Providing
meaningful
insights
that
earn
opportuni5es
to
engage
with
and
influence
contacts
1. Be DISCOVERED
3. Let them ENGAGE
2. Let them EXPLORE
4. Create ADVOCATES

38. 38
©
2012
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Customer
Purchase
Decision
Timeline
Customer due
diligence begins
Contacts first
contact with
vendor
Customer
purchase
decision
Throughout
this
5meline
buyers
have
decided
on
their
specific
needs
leaving
vendors
to
compete
on
price.

39. LinkedIn Confidential ©2013 All Rights Reserved39
Status Updates
Content Led
Precision Targeting
Expanded Reach
1. Be Discovered

40. 40
©
2012
Skyword
Inc,
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All
rights
reserved.

41. LinkedIn Confidential ©2013 All Rights Reserved 41
Company Page
Social Exploration
Company Updates
2.
Let
Them
Explore

42. LinkedIn Confidential ©2013 All Rights Reserved 42
SlideShare
Channel
2.
Let
Them
Explore

43. 43
©
2012
Skyword
Inc,
Confiden5al.
All
rights
reserved.
2.
Let
Them
Explore
LinkedIn Groups

44. Followers
of
a
company
on
LinkedIn
are
2x
more
likely
to
purchase
and
recommend
2X

45. Lead Generation
Display Ads
Status Updates
3.
Let
Them
Engage

46. LinkedIn Confidential ©2013 All Rights Reserved
SlideShare Ads
3.
Let
Them
Engage

47. Company
Followers
Generate
Revenue
50 %
of members are more likely
to purchase from a company
they engage with on
LinkedIn

48. 48 4848LinkedIn Confidential ©2013 All Rights Reserved
Followers
Recommendations
HP Followers are 1.5 times
more likely to consider HP
products and services and
2 times more likely to
recommend HP than non-
HP followers
4. Create Advocates

49. 49
Building
Your
B2B
Brand
Using
LinkedIn
• Buyers
are
in
control
• Be
discoverable
• Give
your
customers
a
place
to
explore
• Give
your
customers
an
opportunity
to
engage
#Skyword

50. 50
©
2013
Skyword
Inc,
Confiden5al.
All
rights
reserved.
Key
Takeaways
1
Know
your
audience
Build
and
amplify
Let
them
explore
2
3
4
Let
them
engage

51. For
More
Informa5on
• Contact
Koka
Sexton,
LinkedIn
– @kokasexton
• Request
a
Skyword
for
Brands
demonstra5on
– Email
us
at
learnmore@skyword.com
• Contact
us
at
855-­‐SKYWORD
(855-­‐759-­‐9673)
• Keep
up
to
date
on
news
from
Skyword!
– LinkedIn
Groups
–
Look
for
Skyword
– Blog
at
hvp://www.skyword.com/blog/
– Facebook
at
hvp://www.facebook.com/skyword
– Twiver
@skyword