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Marketing Solutions

Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA @LinkedInMktg
©2014 LinkedIn Corporation. ...
Feel free to Tweet along:
#SophisticatedMKTG
@jasonmillerca
@LinkedInMKTG
©2014 LinkedIn Corporation. All Rights Reserved....
1 of every 3
Professionals
on the Planet is
on LinkedIn

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedm...
6X

Content

Content pages
receive 6X the
page views vs.
job pages.
Jobs

©2014 LinkedIn Corporation. All Rights Reserved....
The Definitive Professional
Publishing Platform

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

Lin...
Brands build relationships
with the world’s professionals
by using accurate targeting to deliver relevant content

Target
...
Target with Accuracy
Using authentic data

Who they are

Who they know

What they do

Their profile

Their connections

Th...
Achieve your objectives
With LinkedIn

Generate Awareness

Generate Traffic and
Leads

Target

Drive Consideration &
Prefe...
Company Page
5 steps to engaging followers on LinkedIn

1

Establish your presence

2

Attract followers

3

Engage follow...
The only art I’ll ever study is stuff
that I can steal from.
- David Bowie

©2014 LinkedIn Corporation. All Rights Reserve...
Company Page:
Who’s Doing it Right?

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Market...
Company Page:
Who’s Doing it Right?

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Market...
Sponsored Updates:
The Crown Jewel of Social
Media Advertising

©2014 LinkedIn Corporation. All Rights Reserved.

#sophist...
Sponsored Updates:
Who’s Doing it Right?

• LinkedIn drove 400% more qualified
leads than any other paid lead
generation p...
Sponsored Updates:
Who’s Doing it Right?

• As a result of the brand exposure in the
LinkedIn feed, research confirmed tha...
Sponsored Updates Content
Best Practice Cheat Sheet
Optimizing content

Managing updates

• Always ask, “why would my
audi...
LinkedIn Groups:
Who’s Doing it Right?
Join the Conversation
HubSpot now has more than

57,000
Followers
for its Company P...
LinkedIn Groups:
Who’s Doing it Right?

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Mar...
LinkedIn Groups:
Who’s Doing it Right?

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Mar...
Let’s Talk About Content…

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Soluti...
LinkedIn by the Numbers

Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014...
©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solutions

22
Ann Handley’s Formula:

Useful x Enjoyable
x Inspired =
Innovative Content

©2014 LinkedIn Corporation. All Rights Reserve...
©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solutions

24
The visual is the new headline!

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing ...
Slideshare Channels
Presentations

Visual Kicks Text’s A**

328,000
Views!

©2014 LinkedIn Corporation. All Rights Reserve...
Slideshare Channels
Presentations

First Page Results!

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmk...
Slideshare Channels
Presentations

Slideshare is also a search engine

©2014 LinkedIn Corporation. All Rights Reserved.

#...
Slideshare Channels
Presentations

Meet the experts

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg
...
The Infographic is not Dead.
Claiming that Something is Dead, is.

©2014 LinkedIn Corporation. All Rights Reserved.

#soph...
Slideshare Channels
Presentations

Integrate your presentations across
multiple channels

©2014 LinkedIn Corporation. All ...
Ready, Aim, Target –
A Frictionless Content
Experience

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmk...
When we need that extra push…

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing So...
Bonus Lightning Round

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solutions
...
You may ask yourself,
why didn’t I think of that?

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

L...
Promoting your event? Check…

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Sol...
A Coupon Code Inside Your
Slidedeck? I’ll Take It!

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

...
A visual journey of FAQs?
Genius.

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketin...
Clickable links inside your
SlideShare deck, Boom!

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

...
Fueling your LinkedIn
Content Hubs

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketi...
Bread is Dead, Be the Bacon

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solu...
The Blogging Food
Groups Categories
Blogging Food Groups
Categories of Content

Content Specifics

Raisin Bran content: Th...
LinkedIn Marketing Solutions
Blog Content Calendar
Monday

Tuesday

Raisin Bran
Spinach
Roast

©2014 LinkedIn Corporation....
Repurpose Content

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solutions

44
Repurpose Activity
Think of a piece of content from the wheel to the right and how it could
be repurposed into the other p...
Influencer Content

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solutions

46
Empowering Advocates

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solutions

...
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 ot...
Creating a LinkedIn
Content Calendar
Ask yourself:
1. What’s the cadence of main pillars?
2. What’s the cadence of sub-pil...
©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solutions
©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solutions

51
Big Rock Content repurposed
into “Turkey Slices”
The Sophisticated Marketers Guide to LinkedIn

Podcast:

©2014 LinkedIn C...
eBooks

Blogs:

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solutions

53
infographics

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solutions

54
The
Webinar

Physical Book

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solut...
Take it Global

©2014 LinkedIn Corporation. All Rights Reserved.

#sophisticatedmktg

LinkedIn Marketing Solutions

56
Be Everywhere
•
•
•
•
•
•
•
•
•
•
•

Sponsored Updates
Email
InMail
SlideShare
Webinars
Display Ads
Influencer Outreach
Gu...
Get the Guide!

Download the Sophisticated Marketer’s Guide to
LinkedIn: http://lnkd.in/sgm

©2014 LinkedIn Corporation. A...
It’s up to marketers to deliver a better
content experience

©2014 LinkedIn Corporation. All Rights Reserved.

#sophistica...
Now go create some bloody good content!

I Love You All.
Goodnight!

©2014 LinkedIn Corporation. All Rights Reserved.

#so...
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The Sophisticated Marketer's Guide to LinkedIn: The Webinar

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Once you have downloaded the Sophisticated Marketer's Guide to LinkedIn (Free download here: http://lnkd.in/sgm) It's time to put everything into action. The Sophisticated Marketers Guide to LinkedIn: The Webinar is a one hour strategic live webcast with LinkedIn’s senior content marketing manager Jason Miller.

Jason Miller, Sr. Content Marketing Manager at LinkedIn shows you how to tap into the vast opportunities that await your business —increase brand awareness, influence perception, generate leads, and ultimately drive revenue with LinkedIn.

In this exclusive webinar you will learn:
• Why LinkedIn is a necessary part of your businesses integrated marketing strategy.
• How to tap into LinkedIn’s powerful marketing solutions including Company Pages, Company Updates, and gain value immediately.
• How to expand the reach of your content marketing strategies using LinkedIn by sharing relevant targeted content to the world's professionals.
• Go visual or go home. See real world examples and take away key insights for utilizing SlideShare for thought leadership and lead generation.
• And many more tactics that Jason has implemented for social media marketing domination.

Publié dans : Marketing

The Sophisticated Marketer's Guide to LinkedIn: The Webinar

  1. Marketing Solutions Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
  2. Feel free to Tweet along: #SophisticatedMKTG @jasonmillerca @LinkedInMKTG ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 2
  3. 1 of every 3 Professionals on the Planet is on LinkedIn ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 3
  4. 6X Content Content pages receive 6X the page views vs. job pages. Jobs ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 4
  5. The Definitive Professional Publishing Platform ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 5
  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 ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 6
  7. Target with Accuracy Using authentic data Who they are Who they know What they do Their profile Their connections Their behavior ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 7
  8. Achieve your objectives With LinkedIn Generate Awareness Generate Traffic and Leads Target Drive Consideration & Preference Drive Advocacy Publish Extend Build Community ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 8
  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 ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 9
  10. The only art I’ll ever study is stuff that I can steal from. - David Bowie ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
  11. Company Page: Who’s Doing it Right? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 11
  12. Company Page: Who’s Doing it Right? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 12
  13. Sponsored Updates: The Crown Jewel of Social Media Advertising ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 13
  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. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 14
  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.” ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 15
  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 ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 16
  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 ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 17
  18. LinkedIn Groups: Who’s Doing it Right? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 18
  19. LinkedIn Groups: Who’s Doing it Right? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 19
  20. Let’s Talk About Content… ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 20
  21. LinkedIn by the Numbers Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 21
  22. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 22
  23. Ann Handley’s Formula: Useful x Enjoyable x Inspired = Innovative Content ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 23
  24. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 24
  25. The visual is the new headline! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 25
  26. Slideshare Channels Presentations Visual Kicks Text’s A** 328,000 Views! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 26
  27. Slideshare Channels Presentations First Page Results! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 27
  28. Slideshare Channels Presentations Slideshare is also a search engine ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 28
  29. Slideshare Channels Presentations Meet the experts ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 29
  30. The Infographic is not Dead. Claiming that Something is Dead, is. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 30
  31. Slideshare Channels Presentations Integrate your presentations across multiple channels ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 31
  32. Ready, Aim, Target – A Frictionless Content Experience ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 32
  33. When we need that extra push… ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
  34. Bonus Lightning Round ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 34
  35. You may ask yourself, why didn’t I think of that? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 35
  36. Promoting your event? Check… ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 36
  37. A Coupon Code Inside Your Slidedeck? I’ll Take It! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 37
  38. A visual journey of FAQs? Genius. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 38
  39. Clickable links inside your SlideShare deck, Boom! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 39
  40. Fueling your LinkedIn Content Hubs ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
  41. Bread is Dead, Be the Bacon ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 41
  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 ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 42
  43. LinkedIn Marketing Solutions Blog Content Calendar Monday Tuesday Raisin Bran Spinach Roast ©2014 LinkedIn Corporation. All Rights Reserved. Wednesday Raisin Bran Spinach #sophisticatedmktg Thursday Friday Saturday Raisin Bran Chocolate Cake LinkedIn Marketing Solutions 43
  44. Repurpose Content ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 44
  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 ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 45
  46. Influencer Content ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 46
  47. Empowering Advocates ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 47
  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. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 48
  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? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 49
  50. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
  51. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 51
  52. Big Rock Content repurposed into “Turkey Slices” The Sophisticated Marketers Guide to LinkedIn Podcast: ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg SlideShare LinkedIn Marketing Solutions 52
  53. eBooks Blogs: ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 53
  54. infographics ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 54
  55. The Webinar Physical Book ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 55
  56. Take it Global ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 56
  57. Be Everywhere • • • • • • • • • • • Sponsored Updates Email InMail SlideShare Webinars Display Ads Influencer Outreach Guest Blogs Twitter LinkedIn Groups Sales Training ©2014 LinkedIn Corporation. All Rights Reserved. “I haven’t been everywhere yet, but it’s on my list.” #sophisticatedmktg LinkedIn Marketing Solutions 57
  58. Get the Guide! Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 58
  59. It’s up to marketers to deliver a better content experience ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
  60. Now go create some bloody good content! I Love You All. Goodnight! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions

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