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Sophisticated Marketer's Guide: The Encore

  1. presents The Sophisticated Marketer’s Guide to LinkedIn – The Webinar Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg
  2. 1 of every 3 Professionals on the Planet is on LinkedIn
  3. Jobs Content Content pages receive 7X the page views vs. job pages.
  4. Professional The Definitive Publishing Platform
  5. 5 Not more content, more relevant content
  6. 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. 7
  8. 8 Repurpose Content Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare
  10. 10 1 Create the all-encompassing guide to whatever the hell conversation you want to own
  11. Download the Sophisticated Marketer’s Guide to LinkedIn:
  12. 12
  13. Take it Global
  14. 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
  15. The blog is the social media rug that ties the room together.
  16. 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. 17 3 Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”
  18. Turning Your Content Into Compel l ing Updates13
  19. 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
  20. 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. 21 When you need that extra push…
  22. Sponsored Updates To Achieve Business Goals • Driving Brand Awareness • Generating Quality Leads • Driving Event Registration • Expanding Thought Leadership
  23. 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
  24. 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.
  25. Sponsored Updates Who’s Doing it Right? • LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
  26. Sponsored Updates: Who’s Doing it Right? 38% more leads than other social channels 65% lower cost per lead than other social channels
  27. 27 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.”
  28. 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. 29 With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control
  30. 30 Personalize your message and offers to your target audience to boost your performance
  31. 31 Test and optimize your reach to the right audience with the right message 66% higher CTR
  32. 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
  33. Mobile is Accelerating Content Consumption 6am 9am 12pm 3pm 6pm 9pm
  34. 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
  35. 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
  36. The visual is the new headline!
  37. Research shows that a picture is really only worth 81.4 words, on average.
  38. SlideShare is a Platform for Visual Content Marketing Thought Leadership
  39. SlideShare for Lead Gen Kicks A**
  40. Visual Kicks Text’s A** 328,000 Views! Who’s Doing it Right?
  41. Cross-channel Integration
  42. Built in Lead Forms
  43. What Does Success Look Like?
  44. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter For those about to Launch….. FIRE!
  45. 50 Turkey Slices (Non Gated) Lead Capture No Yes MQL SDR Sales Qualified? Sales Revenue BIG ROCK (Gated) Nurture No Yes
  46. 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
  47. 52
  48. 53 18,000% ROI
  49. 54 How do you Know if Your Content Strategy is Working? Increased referral traffic Social Engagement Higher quality leads
  50. Trending Content The Topics That Matter to Your Audience
  51. 56 Content Marketing Score Measure your brand’s influence Score Benchmarking Recommendations Measure your influence Compare to your peers How to improve
  52. 57 How Do You Organize Your Marketing Team to Deliver Content Marketing ROI?
  53. 58
  54. 59 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
  55. 60 They consistently deliver content that their fans want to consume and share.
  56. 61 Their PR efforts guide their vision as the hottest band in the world.
  57. They deliver amazing experiences on tour (Event Marketing)
  58. #INBOUND14 They built a thriving community.
  59. “People want a thrill, people want a spectacle and people love to be entertained.”
  60. w
  61. 66 Thank You! Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg

Notas del editor

  1. There is a famous quote from the father of advertising, David Ogilvy that says, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” I think this statement holds true today, but with the insertion of a visual element as the new headline
  2. Our Average Attention Span Is Now 8 Seconds – 1 Second Less Than A Goldfish According to the National Center for Biotechnology Information, at the U.S. National Library of Medicine, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013. This is one second less than the attention span of a goldfish. That’s right, goldfish have an attention span of 9 seconds – 1 second more than you and I.
  3. The adage "A picture is worth a thousand words" refers to the notion that a complex idea can be conveyed with just a single still image. It also aptly characterizes one of the main goals of visualization, namely making it possible to absorb large amounts of data quickly.
  4. Trending Content