Welcome to the Funnel: We've Got Leads and Names

•

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Drawing on inspiration from Kiss, bacon and The Clash of the Titans, Jason Miller of LinkedIn describes how to create and distribute content at the top of the funnel. Jason presented this deck at the #ContentSF event on November 7, 2013.

Marketing Business Actualités & Politique

Marketing Solutions
Welcome to the Funnel (We’ve Got Leads & Names)
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
@LinkedIn
@SlideShare
©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

2
©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

70% of the Buying Cycle is Already Complete Before
a Prospect is Ready to Talk to Sales.

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

You Better Have Content that Answers Their
Questions.

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

Content is STILL King

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

5

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

6

Social Signals Influence SEO

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

Claim Your Content with Google Authorship:

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

Inbound + Outbound = Awesomeness

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

Wait for it……

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

The Holy Grail of Social Media Advertising

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

Ready, Aim, Target - A Frictionless Content Experience

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

The 4-1-1 Rule

Do This

©2013 LinkedIn Corporation. All Rights Reserved.

Not This

LinkedIn Marketing Solutions

LinkedIn Marketing Solutions Blog Content Calendar
Monday

Tuesday

Raisin Bran
Spinach
Roast

Thursday

Raisin Bran
Spinach

Raisin Bran
Spinach
Roast

©2013 LinkedIn Corporation. All Rights Reserved.

Wednesday

Friday

Saturday

Raisin Bran
Chocolate
Cake
Tabasco

Raisin Bran
Spinach

LinkedIn Marketing Solutions

Washed Up? Who Says So? There’s Always Room for
a New Audience.

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

Influencer Content

20
©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

Empowering Advocates

21
©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

Going Visual

Photo credit: Min-Chieh Chang

The Visual is the New Headline

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

Hell Yes! - First Page Results

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

24

SlideShare is also a Search Engine

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

25

Visual Kicks Texts A**

328,000
Views!

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

Meet the Experts

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

Clickable Links Inside your SlideShare Deck,
Boom!

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

28

Integrate Your Presentations Across Multiple Channels

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

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

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

30

How can I Measure Success?

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

How do you know if your content strategy is working?

Increased
referral traffic

©2013 LinkedIn Corporation. All Rights Reserved.

Social
Engagement

Higher
quality leads

LinkedIn Marketing Solutions

Now go make some bloody good content!

I Love You All.
Goodnight!

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

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In the annals of bizarre and unsettling mysteries, the “Circleville Letters” stand out as a chilling and enigmatic series of correspondences that have puzzled investigators and captured the public’s imagination for decades. Spanning several years and intertwined with tragedy, conspiracy, and unanswered questions, the story behind the Circleville Letters continues to intrigue and haunt those who delve into its perplexing details.

Unraveling the Mystery of The Circleville Letters.pptx

elizabethella096

Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication. Takeaways: Tactics and benchmarks for SEO content that converts in 2024 Page layouts and content formats that convert organic traffic Crafting keyword strategy and calls-to-action for conversion

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Making small changes to your website's text for A/B tests often disappoints. Moreover, catering to diverse audiences presents its own set of hurdles. With AI capabilities like GPTs, you can tackle this challenge head-on. However, GPTs come with a blank canvas - it's up to you to define their style. In this enlightening session, Brian Massey, Managing Partner at Conversion Sciences, will unveil the secrets to crafting precise, testable, and compelling copy that speaks directly to your site's diverse prospects. Learn how to put these strategies to the test on your homepage, landing pages, or eCommerce product pages for maximum impact.

The Science of Landing Page Messaging.pdf

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Join Raquel Serrano, Senior Web Analyst & CRO at LYNX, as she uncovers the secrets hidden within GA4 reports like Funnel Exploration, Path Exploration, and User Explorer to uncover bottlenecks and opportunities in user journeys, particularly for non-e-commerce websites. Discover Where Users Encounter Hurdles: Learn how to leverage GA4 to pinpoint where users face challenges on your website, such as during sign-ups or form submissions. Gain insights to enhance these areas and streamline the user experience. Identify Optimal Paths: Utilize GA4 to analyze user pathways on your site, distinguishing effective routes from less successful ones. Enhance successful paths and optimize or eliminate ineffective ones for improved user engagement.

Uncover Insightful User Journey Secrets Using GA4 Reports

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Look to the horizon of SEO, starting with effective competitive benchmarking to level-set executives, mitigate escalations, identify algorithm updates, and point to content gaps. Witness how the pioneering trends set by China's e-commerce landscape have been a portend for global SEO. Consider what may come from Generative AI and ultimately Artificial General Intelligence AGI. Key Takeaways: 1. Clear competitive benchmarking 2. Google mirroring Baidu's evolution 3. The advent of personal AI assistants

Navigating the SEO of Tomorrow, Competitive Benchmarking, China as an e-Comme...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

This session is designed to get back to the basics and focus on what will really drive traffic to you - your website and content. Join us for a transformative session where we'll redefine how you think about website effectiveness and digital marketing with your content. Discover how to leverage your website as the centrepiece of your marketing strategy, integrating SEO, automation, and content to drive meaningful results. This masterclass will highlight the importance of a well-optimized website and provide actionable strategies to turn your site and social media into a powerhouse for user engagement and conversion. Takeaways: Strategies for enhancing website engagement: Learn how to captivate your audience right from their first click with on-point design and user experience enhancements. Integrating tools for superior results: Unlock the potential of systems and platforms to refine your marketing efforts, freeing up your time to focus on your other priorities. Conversion-Optimized Content Development: Gain insights on creating cross-medium content that does more for you. This session will arm you with the knowledge and tools needed to transform your website into a core asset of your marketing strategy, driving both traffic and conversions.

Foundation First - Why Your Website and Content Matters - David Pisarek

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Kraft Mac and Cheese campaign presentation

tbatkhuu1

In the dynamic realm of business, marketing and technology, where change is inevitable, the marketing landscape finds itself engulfed in the currents of the AI fear cycle. Fear of loss, apprehension about change, and the threat to established norms create a maelstrom of uncertainty, challenging organizations to navigate (yet another new terrain of transformation) these treacherous waters of transformation. In this session, Kristin Wozniak will get to the heart of this fear cycle, exploring its nuances, implications, and the path forward for marketing departments in the era of AI. Key Takeaways: •Understanding the Fear Cycle: By dissecting the psychological and emotional responses triggered by the advent of AI in marketing, attendees will gain a deeper understanding of the underlying fears that hinder organizational change. Recognizing the fear of loss, anxiety about expertise, and apprehension towards unfamiliarity as key drivers, marketers can better navigate the turbulence of change management. •Embracing Continuous Learning and Adaptation: As AI reshapes traditional roles and processes, the notion of expertise undergoes a fundamental shift. Attendees will learn the importance of fostering a culture of continuous learning and adaptive expertise, wherein executives and marketers embrace uncertainty and prioritize strategic questioning over claiming mastery. This shift in mindset enables organizations to stay agile and responsive in the face of evolving technological landscapes.•Challenging Norms and Fostering Innovation Through Courageous Inquiry: By daring to ask the right questions and challenging entrenched norms, marketers can pave the way for transformative change within their departments. Attendees will be encouraged to confront traditional paradigms, such as the necessity of certain roles like the CMO, the efficacy of RFPs, and the inefficiencies in billing practices. Through courageous inquiry and a willingness to embrace discomfort, organizations can unlock new possibilities, driving innovation and staying ahead of the curve in the marketing department of tomorrow.

Riding the Wave of AI Disruption - Navigating the AI Fear Cycle in Marketing ...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The way brands view LinkedIn is completely backwards. In both B2C and B2B marketing, LinkedIn has massive untapped potential for all companies, including activating employees as thought leaders and influencers. Learn about the ways brands are currently using the platform, how they should be using the platform, and how business leader’s should be using about the platform to drive business results. Key Takeaways: - Why LinkedIn is so important for all brands- How brands should view LinkedIn- How marketing leaders should use LinkedIn for their own brand

The Future of Brands on LinkedIn - Alison Kaltman

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Labour Day, observed on the first Monday of September in many countries, is a significant occasion that honors the contributions and achievements of workers. Also known as International Workers’ Day in some regions, this annual celebration serves as a tribute to the resilience, dedication, and accomplishments of the labor force. From its historical roots to its modern-day significance, Labour Day holds deep cultural and social importance that resonates worldwide.

Labour Day Celebrating Workers and Their Contributions.pptx

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How to Leverage Behavioral Science Insights for Direct Mail Success

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Brand experience Peoria City Soccer Presentation.pdf

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Foundation First - Why Your Website and Content Matters - David Pisarek

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The Future of Brands on LinkedIn - Alison Kaltman

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Welcome to the Funnel: We've Got Leads and Names

1. Marketing Solutions Welcome to the Funnel (We’ve Got Leads & Names) Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg @LinkedIn @SlideShare ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

7. Optimize

14. •  LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period. •  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.” ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 14

16. Content Fuel

17. Inspiration Going Visual

18. LinkedIn Marketing Solutions Blog Content Calendar Monday Tuesday Raisin Bran Spinach Roast Thursday Raisin Bran Spinach Raisin Bran Spinach Roast ©2013 LinkedIn Corporation. All Rights Reserved. Wednesday Friday Saturday Raisin Bran Chocolate Cake Tabasco Raisin Bran Spinach LinkedIn Marketing Solutions

22. Going Visual Photo credit: Min-Chieh Chang

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