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
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
Live Webinar: Your Tactical Plan to Content Marketing on LinkedIn
1. TO CONTENT MARKETING ON LINKEDIN
LIVE WEBCAST: YOUR
8/3/2016
11:00am PT | 2:00pm ET
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. 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. 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. 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. “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. 5 LinkedIn Content Marketing Opportunities
for the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Content & Direct
Sponsored Content
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. 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. 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. 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. 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
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. 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
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
21. PUBLISHING ON LINKEDIN
MEETING YOUR OBJECTIVES
Thought Leadership
#LinkedInMktg
KEY METRICS
• Post Views & Profile Views
• Demographics of Your Readers
• Likes, Comments & Shares
22. PUBLISHING ON LINKEDIN
ACTION ITEMS
Publish whenever you
feel passionate
Recommended: Bi-weekly
or once a month
#LinkedInMktg
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. 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
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. 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. 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
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
34. EXAMPLE: PROMOTING THE TACTICAL PLAN
LANDING PAGE
LINKEDIN SHOWCASE PAGE
BLOG POST TWITTER
MOBILE DOWNLOAD
35. EXAMPLE: The Sophisticated Content Marketer’s Guide to LinkedIn
EXAMPLE: PROMOTING THE TACTICAL PLAN
BLOG POST GLOBAL INFOGRAPHIC
PHYSICAL BOOK
WEBINARS
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