1.
2/16/2016
4:00 PM GMT
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TO CONTENT MARKETING ON LINKEDIN
LIVE WEBINAR: YOUR

2.
TO CONTENT MARKETING ON LINKEDIN
LIVE WEBINAR: YOUR
2/16/2016
4:00 PM GMT

3.
Alex Rynne
Associate Content Marketing Manager,
LinkedIn Marketing Solutions
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
Christina O’Connor
Associate Marketing Manager,
LinkedIn Marketing Solutions

4.
OVERVIEW:
• Why should you have a LinkedIn
Marketing plan?
• 4 Planning Basics to Set You Up
for Content Marketing Success
• 4 Opportunities for the Taking
• LinkedIn Company
& Showcase Pages
• LinkedIn SlideShare
• Publishing on LinkedIn
• LinkedIn Sponsored Updates
& Direct Sponsored Content
• Your 1-Page Printable Plan
• Additional Resources
#LinkedInMktg

5.
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

6.
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

7.
“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

8.
4 LinkedIn Content Marketing Opportunities
for the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Updates

9.
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

10.
LINKEDIN 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

11.
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

12.
LINKEDIN COMPANY & SHOWCASE PAGES
EMEA Examples
#LinkedInMktg

13.
LINKEDIN COMPANY
& SHOWCASE PAGES
MEETING YOUR OBJECTIVES
Brand Awareness
Lead Generation
Thought Leadership
Event Registration
#LinkedInMktg

14.
LINKEDIN COMPANY
& SHOWCASE PAGES
KEY METRICS
• Page Followers
• Post Clicks
• Engagement
• Comments
• Inquires and Leads
• Event Registrants
#LinkedInMktg

15.
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

16.
LINKEDIN SLIDESHARE
70 million monthly unique visitors
13,000 new pieces of content added daily
#LinkedInMktg

17.
LINKEDIN SLIDESHARE
WHAT TO SHARE
#LinkedInMktg

18.
LINKEDIN SLIDESHARE
MEETING YOUR OBJECTIVES
Lead Generation
SEO
Brand Awareness &
Thought Leadership
#LinkedInMktg

19.
LINKEDIN SLIDESHARE
• Inquiries and leads
• Demographics of your
readers and followers
• Linkbacks
• Keyword rankings
• Views
• Actions (Downloads, Likes & Embeds)
KEY METRICS
#LinkedInMktg

20.
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

21.
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

22.
PUBLISHING ON LINKEDIN
WHAT TO SHARE
#LinkedInMktg

23.
PUBLISHING ON LINKEDIN
MEETING YOUR OBJECTIVES
Thought Leadership
#LinkedInMktg

24.
PUBLISHING ON LINKEDIN
KEY METRICS
• Post Views & Profile Views
• Demographics of Your Readers
• Likes, Comments & Shares
#LinkedInMktg

25.
PUBLISHING ON LINKEDIN
ACTION ITEMS
 Publish whenever you
feel passionate
 Recommended: Bi-weekly
or once a month
#LinkedInMktg

26.
LINKEDIN SPONSORED UPDATES
Deliver rich Content in the LinkedIn
feed across all the devices
#LinkedInMktg

27.
With Direct Sponsored Content, reach
your target audience directly in the feed
without publishing on your Company Page
LINKEDIN DIRECT SPONSORED CONTENT
A feature of LinkedIn Sponsored Updates
#LinkedInMktg
Personalise
Test
Control

28.
LINKEDIN SPONSORED UPDATES
WHAT TO SHARE
#LinkedInMktg
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

29.
+571% Clicks
+490% Impressions
DIRECT SPONSORED CONTENT
ALWAYS BE TESTING

30.
#LinkedInMktg
DIRECT SPONSORED CONTENT
BEST PRACTICES

31.
LINKEDIN SPONSORED UPDATES
MEETING YOUR OBJECTIVES
Brand Awareness
Thought Leadership
Lead Generation
#LinkedInMktg

32.
LINKEDIN SPONSORED UPDATES
& DIRECT SPONSORED CONTENT
KEY METRICS
• Engagement Rate
• Impressions
• Company or Showcase Page Followers
• Inquires or Marketing Qualified Leads
Generated from the Update
#LinkedInMktg

33.
LINKEDIN SPONSORED UPDATES
ACTION ITEMS
 Select a Compelling Visual
 Run 2-4 Sponsored Updates 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

34.
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.

35.
CARVE UP THE TURKEY

36.
EXAMPLE: PROMOTING THIS WEBINAR
BLOG POST
TWITTER
DIRECT SPONSORED
CONTENT
LANDING PAGE
LINKEDIN SHOWCASE PAGE INSTAGRAM

37.
https://lnkd.in/EMEA

38.
READY TO DRIVE MORE REVENUE ON LINKEDIN?
FOR THE OVERACHIVEVER IN YOU
15 Tips for Compelling Company
Updated on LinkedIn
Lead Generation on SlideShare:
A How-to Guide
Ultimate Playbook to Professional
Publishing on LinkedIn
The Sophisticated Marketer’s
Guide to LinkedIn
10 ways to Drive Killer Results
with LinkedIn Sponsored Updates
LinkedIn Marketing Solutions
Platform Overview

39.
QUESTIONS?