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Live Webinar: Content Marketing on LinkedIn

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An actionable plan for driving ROI with LinkedIn. Join us for this webcast and understand:

- What content drives the most engagement on LinkedIn
- Action items and time investment needed to succeed with LinkedIn marketing tools
- Insider, research-backed tips from LinkedIn's own Content Marketing Managers

Publicado en: Marketing

Live Webinar: Content Marketing on LinkedIn

  1. 1. Content Marketing on LinkedIn April 26th, 2016
  2. 2. Introductions Peter Weinberg Agency Consultant, LinkedIn
  3. 3. Agenda • Why should I build a brand on LinkedIn? • How do I build a brand on LinkedIn?
  4. 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. 5. 28% Marketers with a documented strategy are 4x more effective of marketers have a documented content marketing strategy 30% of marketers feel their marketing strategy is effective
  6. 6. There are 4 reasons to build a brand on LinkedIn Our purpose, our scale, our data, + our context
  7. 7. 1. PURPOSE > we connect the world to opportunity Our “Economic Graph” is a digital map of the global economy
  8. 8. 2. SCALE > we are the largest professional network 414+ million professional users around the world
  9. 9. 3. DATA > we have the richest professional data set All of the information in a user’s profile is targetable
  10. 10. 4. CONTEXT > your brand is additive to the experience
  11. 11. CONCLUSION > we are the most effective B2B platform
  12. 12. You need to get four things right to win on LinkedIn: AUDIENCE INSIGHTS CREATIVE STRATEGY DISTRIBUTION TACTICS HOLISTIC MEASUREMENT
  13. 13. 1. Audience Insights
  14. 14. First, size up your potential audience 100 MM BDMs 27 M CXOs 10 M BDM’s Sphere of Influence
  15. 15. Is this audience visiting your client’s site today? What % of traffic comes from your target audience? EXAMPLE 23% 16% Corporate Manufacturing Transportation Finance Agriculture Service Consumer High Tech
  16. 16. Is this audience following your client today? What % of Company Page followers belong to your target audience? EXAMPLE
  17. 17. How do we bridge the gap between our sites? And transform your client’s site from an “end point” to a “start point”
  18. 18. By observing the audience’s habits
  19. 19. By understanding the audience’s interests
  20. 20. And by telling you the audience’s secrets Custom Research can give your client a competitive edge… EXAMPLE
  21. 21. 2. Creative Strategy
  22. 22. “On what topic can you be the leading informational expert in the world?” - Content Marketing Institute
  23. 23. People buy your thought leadership Not your products and services “BUYERS DON’T BUY YOUR PRODUCTS AND SERVICES UNTIL THEY BUY YOUR APPROACH TO SOLVING THEIR PROBLEMS”
  24. 24. Good thought leadership means owning a topic By building a sustainable “Content Franchise”
  25. 25. A content franchise consists of many different pieces And can fuel an always-on content marketing calendar
  26. 26. Which are mapped to each stage of the funnel And tied together with sequential story-telling
  27. 27. It builds brands and drives leads at the same time How? Well, some of the content is gated, some of it isn’t
  28. 28. Look Beyond Your Team To Source Content 1 2 3 Develop Brand Guidelines Build An Editorial Calendar Don’t lose sight of these three basic principles There are a few boxes you need to tick before executing
  29. 29. 3. Distribution Strategy
  30. 30. Distribute from your owned properties A sturdy social architecture will get you into your audience’s News Feed Company Page Showcase Page Employee Profiles
  31. 31. Slideshare First by using organic media Maximize reach against followers and your extended network Status Updates Long-Form Posts
  32. 32. Tell me more about this publishing platform? Hit a nerve, then amplify with organic/paid media Controversial Hot Topic Useful
  33. 33. Elevate Sponsored Content Follower Ads Next, extend your reach with paid media The hyper-targeted amplification of organic content
  34. 34. Oh, tell me more about Sponsored Content! It’s a native, cross-device content ad
  35. 35. This is what good Sponsored Content looks like Expertise that aligns with audience’s core interests • Uber-Compelling Hook (“What is the average salary?!”) • Perfectly Targeted (Only seen by Mechanical Engineers) • Crystal Clear Value Exchange (Business intelligence/career development) • Eye-Catching Visual • (Futuristic blueprint) Emerson Want to know the average yearly salary for mechanical engineers? 5 Mechanical Engineering Trends to Know emersonconsideritsolved.com – Mechanical engineering is a rapidly evolving field. Find out about the trends that are defining its future.
  36. 36. You should also try videos and rich media posts
  37. 37. Run A/B tests to refine creative approach You should have at least four unique updates live Comcast Business Network performance isn’t just about raw throughput. Latency is a significant factor – and applications are not equally affected. This IT Pro Portal article looks at how latency affects different applications and provides tips for reducing latency. Layers and latency: Configuring your network for best performance itproportal.com – In this feature, we will look at applications that tolerate latency, those that don’t and which aspects of your network affect important part… Comcast Business Strong network performance all comes down to one important factor. The Most Overlooked Factor In Network Performance itproportal.com – Configuring your network for best performance. Original post Dark post 156% lift!
  38. 38. Target broadly with a focus on relevance Broad is easier to optimize, more cost effective, and empowers algorithms
  39. 39. Once thought leadership is established, capture leads And optimize the user experience with Autofill
  40. 40. And nurture leads with account-based marketing Nurtured leads drive 47% more revenue than non-nurtured leads
  41. 41. 4. Measuring Success
  42. 42. 42 B2B marketing is all about quality, not quantity Use 1st Party Data to validate every impression, click, + conversion
  43. 43. Run research to track changes in perception Brand Impact Studies will measure efficacy among non-clickers
  44. 44. Measure lead quality to prove ROI Compare sales of nurtured vs. non-nurtured leads COST PER LEAD MARKETING QUALIFIED LEADS SALES QUALIFIED LEADS REVENUE PER OPPORTUNITY
  45. 45. Q&A
  46. 46. Visit Our Agency Hub lnkd.in/agency Subscribe To Our Newsletter! lnkd.in/AgencyNewsletter

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