presents
The Sophisticated Marketer’s Guide to
LinkedIn – The Webinar
Jason Miller,
Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg

1 of every 3
Professionals
on the Planet is
on LinkedIn

Jobs
Content
Content pages
receive 7X the
page views vs.
job pages.

Professional
The Definitive
Publishing Platform

5
Not more content, more relevant content

RAGE AGAINST
IRRELEVANCE….
41%
41%44%
of overall respondents say they would consider
ending a brand relationship because of irrelevant
promotions, and an additional 22% say they would
definitely defect from the brand.

7

8
Repurpose Content
Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare

9
WAYS TO CREATE YOUR
BIG ROCK

10
1
Create the all-encompassing
guide
to whatever the hell
conversation you
want to own

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

12

Take it Global

14
2
The “Hugh MacLeod”
Strategy—Write 5
relevant blogs then
roll them all together
Monday Tuesday Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach

The blog is the social media rug
that ties the room together.

The Blogging Food Groups
A steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake

17
3
Flip your case studies
on their heads—Turn
your bottom funnel case
studies into a collection
of “success stories”

Turning Your
Content Into
Compel l ing Updates13

Your audience should always be at the center
of your content. This is about THEM, not YOU.
01 Call out your audience
02 Use the word “you”
03 Explain what’s in it for them
16

Company Updates Content Best Practice Cheat Sheet
6
Optimizing Content
• Always ask, “why would my audience read
this?”
• Use concise and compelling
intros and headlines
• Ask compelling questions to involve the
target audience
• Include a clear call to action, regardless of
the objective
• Make sure your landing pages are
optimized for mobile traffic
Managing updates
• Plan your editorial calendar, but also react
to timely events
• Respond to comments regularly
• 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

21
When you need that extra push…

Sponsored Updates To Achieve Business Goals
• Driving Brand Awareness
• Generating Quality Leads
• Driving Event Registration
• Expanding Thought Leadership

Set up a test of different updates to reach different audiences.
Sponsored Update 1:
Targeted to CMOs
These insights can help you drive
transformational change to your business.
[link to white paper landing page with tracking tag 1]
Sponsored Update 2:
Targeted to Marketing Directors
Need to demonstrate the ROI of your
marketing efforts? These insights can help.
[link to white paper landing page with tracking tag 2]
Sponsored Update 3:
Targeted to Social Media Managers
Social media managers: Get the insights you
need to drive the engagement you want.
[link to white paper landing page with tracking tag 3]
Example: B2B Marketing company XYZ has
recently launched a new piece of research
and is publishing updates to LinkedIn to drive
marketers to download it.
Big Rock
Content

Use targeting on LinkedIn to deliver the right
message to the right person at the right time.
But be careful NOT
to over-target.
It’s important to reach everyone
who could influence a buying
decision, so cast a wide net and
then refine your
targeting preferences.

Sponsored Updates
Who’s Doing it Right?
• LinkedIn drove 400% more qualified leads than
any other paid lead generation platform during
the campaign period.

Sponsored Updates:
Who’s Doing it Right?
38% more leads than other social channels
65% lower cost per lead than other social channels

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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.”

Sponsored Updates:
Who’s Doing it Right?
Don’t bury the lead.
Concise intros (90-140 characters) are
more likely to result in higher
engagement.

29
With Direct Sponsored Content, reach your target audience
directly in the feed without publishing on your Company Page
Personalize
Test
Control

30
Personalize your message and offers to your target
audience to boost your performance

31
Test and optimize your reach to the right audience
with the right message
66%
higher CTR

32
Sponsored InMails now reach members on mobile where
they most often check their messages
Reach mobile users
>50% of inbox views on mobile
80% higher open rate on mobile

Mobile is Accelerating Content
Consumption
6am 9am 12pm 3pm 6pm 9pm

Most important, make sure your landing page is mobile responsive—
otherwise you are wasting leads.
70% of clicks from Sponsored
Updates will come from mobile.
21

Only capture the information you absolutely need – this will help
with conversions, especially on mobile
Marketo reports a $10 drop in CPL when
shortening a form from 9 fields to 5.
21

The visual is the new headline!

Research shows that a picture
is really only worth 81.4 words,
on average.

SlideShare is a Platform for Visual
Content Marketing Thought Leadership

SlideShare for Lead Gen Kicks A**

Visual Kicks Text’s A**
328,000
Views!
Who’s Doing it Right?

Cross-channel Integration

Built in Lead Forms

What Does Success Look
Like?

Email
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
Twitter
For those about
to Launch…..
FIRE!

50
Turkey Slices (Non Gated)
Lead Capture
No Yes
MQL
SDR
Sales Qualified?
Sales Revenue
BIG ROCK
(Gated)
Nurture
No
Yes

The Results Out of the Gate
34%
32%
9%
15%
6%
4%
2%
Email
Blog
7%
InMail
Direct/ SEO
Other
7%
Display
AdWords 7% 64%
6%
4%
1%
1%
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France

52

53
18,000% ROI

54
How do you Know if Your Content Strategy is
Working?
Increased
referral traffic
Social
Engagement
Higher
quality leads

Trending Content
The Topics That Matter to Your Audience

56
Content Marketing Score
Measure your brand’s influence
Score Benchmarking Recommendations
Measure your influence Compare to your peers How to improve

57
How Do You Organize Your
Marketing Team to Deliver
Content Marketing ROI?

58

59
The four unique band members work together to
deliver an amazing product.
Lays
Groundwork
Fuels Content Fuels Demand Gen

60
They consistently deliver content that their
fans want to consume and share.

61
Their PR efforts guide their vision as the
hottest band in the world.

They deliver amazing experiences on tour
(Event Marketing)

#INBOUND14
They built a thriving community.

“People want a thrill,
people want a spectacle
and people love
to be entertained.”

w
www.welcometothefunnel.com

66
Thank You!
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg