The Sophisticated Marketer's Guide to LinkedIn: The Webinar

Marketing Solutions

Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA @LinkedInMktg
©2014 LinkedIn Corporation. All Rights Reserved.

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LinkedIn Marketing Solutions

Feel free to Tweet along:
#SophisticatedMKTG
@jasonmillerca
@LinkedInMKTG

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2

1 of every 3
Professionals
on the Planet is
on LinkedIn


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3

6X

Content

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


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4

The Definitive Professional
Publishing Platform


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5

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


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6

Target with Accuracy
Using authentic data

Who they are

Who they know

What they do

Their profile

Their connections

Their behavior


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7

Achieve your objectives
With LinkedIn

Generate Awareness

Generate Traffic and
Leads

Target

Drive Consideration &
Preference

Drive Advocacy

Publish

Extend

Build Community


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8

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


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9

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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11

Company Page:


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12

Sponsored Updates:
The Crown Jewel of Social
Media Advertising


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13

Sponsored Updates:

• LinkedIn drove 400% more qualified
leads than any other paid lead
generation platform during the
campaign period.


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14

Sponsored Updates:

• 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.”

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15

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

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16

LinkedIn Groups:
Join the Conversation
HubSpot now has more than

57,000
Followers
for its Company Page

96,000
Followers
for its Inbound Marketers Group


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17

LinkedIn Groups:


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18

LinkedIn Groups:


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19

Let’s Talk About Content…


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20

LinkedIn by the Numbers

Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends


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21


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22

Ann Handley’s Formula:

Useful x Enjoyable
x Inspired =
Innovative Content


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23


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24

The visual is the new headline!


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25

Slideshare Channels
Presentations

Visual Kicks Text’s A**

328,000
Views!


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26

Slideshare Channels
Presentations

First Page Results!


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27

Slideshare Channels
Presentations

Slideshare is also a search engine


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28

Slideshare Channels
Presentations

Meet the experts


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29

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


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30

Slideshare Channels
Presentations

Integrate your presentations across
multiple channels


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31

Ready, Aim, Target –
A Frictionless Content
Experience


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32

When we need that extra push…


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Bonus Lightning Round


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34

You may ask yourself,
why didn’t I think of that?


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35

Promoting your event? Check…


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36

A Coupon Code Inside Your
Slidedeck? I’ll Take It!


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37

A visual journey of FAQs?
Genius.


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38

Clickable links inside your
SlideShare deck, Boom!


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39

Fueling your LinkedIn
Content Hubs


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Bread is Dead, Be the Bacon


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41

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


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42

Blog Content Calendar
Monday

Tuesday

Raisin Bran
Spinach
Roast


Wednesday

Raisin Bran
Spinach

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Thursday

Friday

Saturday

Raisin Bran
Chocolate
Cake


43

Repurpose Content


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44

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


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45

Influencer Content


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46

Empowering Advocates


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47

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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48

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?


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49


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51

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

Podcast:


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SlideShare


52

eBooks

Blogs:


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53

infographics


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54

The
Webinar

Physical Book


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55

Take it Global


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56

Be Everywhere
•
•
•
•
•
•
•
•
•
•
•

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.”

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57

Get the Guide!

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


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58

It’s up to marketers to deliver a better
content experience


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Now go create some bloody good content!

I Love You All.
Goodnight!


#sophisticatedmktg


The Sophisticated Marketer's Guide to LinkedIn: The Webinar

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