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• UK: 0800-051-3810
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TO CONTENT MARKETING ON LINKEDIN
LIVE WEBINAR: YOUR
TO CONTENT MARKETING ON LINKEDIN
LIVE WEBINAR: YOUR
2/16/2016
4:00 PM GMT
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
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
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
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
“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
4 LinkedIn Content Marketing Opportunities
for the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Updates
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
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
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
LINKEDIN COMPANY & SHOWCASE PAGES
EMEA Examples
#LinkedInMktg
LINKEDIN COMPANY
& SHOWCASE PAGES
MEETING YOUR OBJECTIVES
Brand Awareness
Lead Generation
Thought Leadership
Event Registration
#LinkedInMktg
LINKEDIN COMPANY
& SHOWCASE PAGES
KEY METRICS
• Page Followers
• Post Clicks
• Engagement
• Comments
• Inquires and Leads
• Event Registrants
#LinkedInMktg
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
LINKEDIN SLIDESHARE
70 million monthly unique visitors
13,000 new pieces of content added daily
#LinkedInMktg
LINKEDIN SLIDESHARE
WHAT TO SHARE
#LinkedInMktg
LINKEDIN SLIDESHARE
MEETING YOUR OBJECTIVES
Lead Generation
SEO
Brand Awareness &
Thought Leadership
#LinkedInMktg
LINKEDIN SLIDESHARE
• Inquiries and leads
• Demographics of your
readers and followers
• Linkbacks
• Keyword rankings
• Views
• Actions (Downloads, Likes & Embeds)
KEY METRICS
#LinkedInMktg
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
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
PUBLISHING ON LINKEDIN
WHAT TO SHARE
#LinkedInMktg
PUBLISHING ON LINKEDIN
MEETING YOUR OBJECTIVES
Thought Leadership
#LinkedInMktg
PUBLISHING ON LINKEDIN
KEY METRICS
• Post Views & Profile Views
• Demographics of Your Readers
• Likes, Comments & Shares
#LinkedInMktg
PUBLISHING ON LINKEDIN
ACTION ITEMS
 Publish whenever you
feel passionate
 Recommended: Bi-weekly
or once a month
#LinkedInMktg
LINKEDIN SPONSORED UPDATES
Deliver rich Content in the LinkedIn
feed across all the devices
#LinkedInMktg
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
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
+571% Clicks
+490% Impressions
DIRECT SPONSORED CONTENT
ALWAYS BE TESTING
#LinkedInMktg
DIRECT SPONSORED CONTENT
BEST PRACTICES
LINKEDIN SPONSORED UPDATES
MEETING YOUR OBJECTIVES
Brand Awareness
Thought Leadership
Lead Generation
#LinkedInMktg
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
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
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.
CARVE UP THE TURKEY
EXAMPLE: PROMOTING THIS WEBINAR
BLOG POST
TWITTER
DIRECT SPONSORED
CONTENT
LANDING PAGE
LINKEDIN SHOWCASE PAGE INSTAGRAM
https://lnkd.in/EMEA
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
QUESTIONS?

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Tactical Plan to Content Marketing on LinkedIn

  • 1. 2/16/2016 4:00 PM GMT Welcome. We will be starting shortly. For audio issues, please check your audio setting. If that doesn't work, please try to dial in from a phone instead of your laptop. Access Code: 840-823-090 http://bit.ly/1hlyOlx • UK: 0800-051-3810 • Ireland: 1-800-947178 • France: 0800-9-19312 • Spain: 900-93-7920 • Germany: 0800-187-3683 • Sweden: 020-79-7912 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
  • 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
  • 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