The document provides tips on using LinkedIn for marketing purposes. It discusses that 47% of B2B companies actively use LinkedIn and over 50% of LinkedIn users join 10 or more groups. It then outlines an agenda for a session on what content to publish on LinkedIn to drive engagement, including quick LinkedIn reviews, content that works best, how to post content to drive ROI, testing content, and measuring success. The presentation recommends regularly posting engaging, helpful content such as sharing articles, events, discussions, resources and more to grow reach and drive traffic, leads and customers. It also emphasizes testing content type, language, timing and ads to improve effectiveness.

1. 47% of B2B companies
actively use LinkedIn
SOURCE: InsideView, http://goo.gl/3KfyD

2. 53% of LinkedIn users join
10 or more groups.
SOURCE: Power Formula, http://goo.gl/kT79v

3. +2 new members join
LinkedIn every second.
SOURCE: COMSCORE
3

4. There are 7,610 searches on
LinkedIn per minute.
SOURCE: Social Jumpstart, http://goo.gl/XULtC
4

5. How to Master
LINKEDIN
for Marketing
Session 3: What Content to Publish on
LinkedIn to Drive Engagement
#MasterLinkedIn
5

6. Your Presenters:
Lana Khavinson Rebecca Corliss
Senior Product Marketing Manager Inbound Marketing Manager
@LinkedIn @HubSpot
6

7. Agenda:
1 Quick LinkedIn Review
2 Content that Works Best
3 How to Post Content to Drive ROI
4 Testing Your Content
5 Measuring Your Success
7

8. QUICK
LINKEDIN
REVIEW

9. Engaged Business-focused Audience
9

10. Many Marketing Channels Within LinkedIn
1 Company Pages
2 LinkedIn Groups
3 LinkedIn Ads
10

11. Goals of Using LinkedIn
1
Grow Reach
11

12. Goals of Using LinkedIn
2
Increase
Company
Engagement
12

13. Goals of Using LinkedIn
3
Generate
Website
Traffic
13

14. Goals of Using LinkedIn
4
Generate
Leads &
Customers
14

15. What Drives All
Those Results? ?
15

16. CONTENT
16

17. CONTENT
THAT WORKS

18. Start with Customers’ Questions
?
? ?
? 18

19. Share Blog Articles
19

20. Promote Webinar and Event Invitations
20

21. Generate Intrigue with Discussion Questions
21

22. Share Ebooks & White Papers
22

23. Amplify and Target with LinkedIn Ads
23

24. Tip: Be Helpful, not Promotional
24

25. HOW TO POST
CONTENT TO
DRIVE ROI

26. Have Landing Pages Set Up On Your Site
26

27. How Content Drives Leads
Page Landing
Update Page
Form Lead
Like Blog CTA Landing
Post Page
Group Product CTA Landing
Discussion
Page Page

28. Contribute Content Regularly
GOAL:
Post once a day.
28

29. Include Links to Resources on Your Page
29

30. Include Links to Content within Discussions
30

31. Encourage Engagement to Grow Reach
31

32. TESTING
YOUR
CONTENT

33. Testing Helps Increase Effectiveness
33

34. Test Content Type
34

35. Test Language
1 Tone of Voice
2 Using Questions
3 Using Facts
4 Provide Directions
35

36. Test Timing & Frequency
What Are the DAYS
AND TIMES When
Your Community Is
Most Engaged?
36

37. Test Ad Variations
37

38. MEASURE
YOUR
SUCCESS

39. Measure Reach and Follower Growth
39

40. Measure Post Engagement & Clicks
40

41. Evaluate Network Demographics
41

42. Website Traffic Driven by LinkedIn
42

43. Leads from LinkedIn
43

44. Conversion Rate from Traffic to Leads
44

45. Customers from LinkedIn
45

46. Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Lead
Management
Email &
Automation
Marketing
Analytics

47. THANK
YOU.
47