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LinkedIn's Latest Updates for Your Business

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LinkedIn is undoubtedly a powerhouse for connecting people professionally, and is extremely effective for company growth and lead generation. Are you up to speed on the latest and greatest ways to use …

LinkedIn is undoubtedly a powerhouse for connecting people professionally, and is extremely effective for company growth and lead generation. Are you up to speed on the latest and greatest ways to use LinkedIn for your business? View full presentation here: http://bit.ly/1eZtbK1

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  • IMAGE TBD
  • Interact on TwitterOR Something on LinkedIn? Do we have a group or company page we can use? (just an idea)
  • Make sure we are talking about “Content on linkedin”
  • Slide 6: Buyer ProcessLana: Buyer behavior has shifted dramatically since the onset of the social eraBuyers are 60% of the way thru their purchase process before they initiate contact with companiesBut buyers want and need information relevant to their important business and personal decisionsSo you need to help them, not sell to them. This will help you build relationships early and stay top of mind. Rebecca:It is important to get the content your audience needs during the beginning of their buyer process. There are a variety of places to put this content, places your audience is already in. LinkedIn is one of them.
  • Slide 7: Picture of NewspaperLana: This is where linkedin comes in. LinkedIn is a hub for content of all sorts. People looking for information are using LinkedIn to find resources. Don’t you want your content to be there as well?
  • Slide 8: Jobs vs. ContentLana: Linkedin is now the place for content, not just jobs. In fact, content updates on linkedin get 6 times the conversion of job postings! There are millions of company pages, groups and publishers. With so many options, your business should focus on the best way to get your content in front of the audience that will benefit most from it. (next slide to go over what to post and where to post it)
  • Slide 9:Lana: Professionals are highly aspirational. Professionals act differently on linkedin than on other social media networks.They want content that helps them become better at their jobs.Repcor:Linkedin is a place to help you get content used in a professional setting in front of a professional audience.
  • Slide 9:Lana: Professionals are highly aspirational. Professionals act differently on linkedin than on other social media networks.They want content that helps them become better at their jobs.Repcor:Linkedin is a place to help you get content used in a professional setting in front of a professional audience.
  • Slide 9:Lana: Professionals are highly aspirational. Professionals act differently on linkedin than on other social media networks.They want content that helps them become better at their jobs.Repcor:Linkedin is a place to help you get content used in a professional setting in front of a professional audience.
  • Slide 10:Rebecca: What kind of content is best to put in front of a professional audience? Blog posts, case studies, resources for their job, webcasts, how to videos.
  • Slide 11:RebeccaWhere and how can you post this content? Company page, personal page, slideshare presentations, group discussions. Why these have been beneficial for HubSpot as a B2B company, with most of our potential customers on LinkedIn.
  • Content is the link to building a relationship between marketers and their audience. LinkedIn is just the Slide 12: Lana:Content is the link to build relationships between your brand and your potential audience. Rebecca:If you see fit: Why this relationship is so important to successful business and customer delight.
  • Content is the link to building a relationship between marketers and their audience. LinkedIn is just the Slide 12: Lana:Content is the link to build relationships between your brand and your potential audience. Rebecca:If you see fit: Why this relationship is so important to successful business and customer delight.
  • Slide 13: Rebecca:Today we will be focusing on two of LinkedIn’s latest updates: company page updates and sponsored updates.
  • Slide 14:Rebecca:First, lets do a quick company page recap.
  • Slide 15:Rebecca:This is what our company page looks like.You can post updates about your business and your latest content, you can create a eye catching iamge, and your can view the organic and paid traffic each post generated. Having a company page will help you get more reach and leads. You will be able to get your content in front of more people. If you don’t have a company page, it is easy to set one up at http://marketing.linkedin.com/company-pages/ (AMANDA WILL PUSH THIS LINK OUT)
  • Slide 16: (posting best practices)RebeccaA few best practices for posting on your company page.Use bright and eye catching images, that related to the piece of content you are posting.
  • Slide 17:Rebecca Popular content are things that people can use as resources, such as blog posts, templtes, ebooks, webinars
  • Slide 18:RebeccaKeep the copy in your posts short, so it will fit in the space of an update on all different types of devices.
  • Slide 19:RebeccaWhen people comment on your company posts, comment back as your company. This is a new feature and is great for businesses.
  • Slide 20:Lana or RebeccaNow lets dive into analytics a bit more
  • Slide 21:Rebecca:So you have an this awesome content on your page great! But how do you actually know what is working for you and what isnt? Which posts help generate traffic, leads and engagement for you?  
  • Slide 22:Rebecca:Analytics help you determine what is working and what isn’t. Linkedin recently launched new analytics allowing company page managers to see in detail, what posts worked and what didn’t.Let’s dig a little deeper into these new analytics, Lana can you show us how to find the new company page analytics?
  • Slide 23: Find your company pageLana: Go to the top right of your linkedin profile, hover over your image, and select “company page. If you are not a company page admin, you will not have acces to this.
  • Slide 24: AnalyticsLana:The new analytics tab will be in the top right
  • Slide 25: Analytics on a per post basisLana: The analytics section is split into 3 parts with a 4th one coming soon.First is the updates section. Here you can see the individual posts that you are making, the date of the post, who saw the post (so was it sent to all followers or to a target audience), if the post was sponsored, the # of impressions received, clicks received, interactions received (liked, commented, shared), followers acquired (followers due to sponsoring) and the engagement rate (clicks, interactions, followers divided by impressions)This is where we recommend you go to monitor your engagement activity and see what’s working or not working in terms of content engagement. See what topics are driving the greatest engagement, what format encourage the most clicks and interaction, and what days/times works best for your target audience. Given just a little bit of time, this dashboard will serve as your vehicle for developing an amazing and robust content plan..
  • Slide 26: Reach and EngagementLana: The second section shows trends on reach and engagement. For both charts you can see how you are trending across a defined period of time and based on whatever metrics are important to your business. At a higher level than per post activity, this will show you things such as seasonality dips, peaks, and areas of opportunity to double down on posting, content sharing, and engagement.
  • Slide 27: Follower DemographicsLana: The last section is all about followers. Here you can see the make-up of your followers- things such as seniority, industry, company size, function, and employee. You’ll also be able to see how your follower growth is trending and how you compare against competitors
  • Slide 28: Why should you care?Rebecca: Knowing what campaigns work and what didn’t to help you reach your goals is critical for all businesses. This information can help you make informed decisions for future campaigns.MORE on why analytics are important
  • Slide 31: What are sponsored updates?Lana: What are sponsored updates? Sponsored updates are a native advertising product. Sponsored updates appear in the newsfeed of linkedin users.Sponsored updates are a great place for businesses to highlight their top performing content.With targeting similar to current linkedin ads, Sponsored Updates can be seen in front of the right audience for your content. Sponsored updated let you raise brand awareness, drive quality leads, and build relationships with professionals.  
  • Slide 32: Rebecca:Here is a typical company page post hubspot has on our linkedin company page. On the company page, you can see the impressions and clicks the post organically received.  
  • Slide 33:Rebecca:After we promote it through sponsored updates, the impressions, clicks and engagement increased. We were able to show this to our specific target audience, meaning the increased impressions and clicks are likely to be high quality.
  • Slide 34:LanaTo get everyone on the same page very quickly, lets go over the few things you need to create a sponsored update. First, you need to be the administrator of a company page.
  • Slide 35:LanaOnce you have a company page, you will need to post whatever piece of content you wish to share with your audience.
  • Slide 36:LanaFrom your company page, you can easily promote it through the “sponsor update” button, right on your company page, or through the campaign manger.
  • Slide 37:Lana:If you would like to go into more detail in the campaign manger, you can easily set up an account! First, go to linkedin.com/ads. Here you will set up your account. Once you are all set up, you can go into the campaign manager and choose to create an ad or sponsor an update. You then can chose specific targeting options, including skills, job titles, and demographic data.
  •  Slide 38:LanaIf you already have an advertising account, you can easily access the campaign manager by selecting advertising in the drop down menu on the right.
  • Slide 39: Optimized Updates on all devicesLana: Sponsored updates will appear across DT, mobile and tablet. I really want to double down on that- this is the only way that marketers can advertise and connect with prospects off desktop. By being able to target members across devices, in their feed, in an organic fashion– it allows you the opportunity to amplify/extend your reach to tap directly into your target audience and by doing so, drive success with your unique goals.Repcor: Why optimized ads on all devices is important to marketersHigher conversion rates, more engaged and delighted audience
  • Slide 40: “Don’t waste money:Rebecca:Wasting money on ads that aren’t working is a bad business practice! To track the success of each campaign, we suggest looking at the Campaign mangaer within linkedin on a daily basis to look at what updates are generating trafffic to your website, and which aren’t. Pause the ones that arent working, and create more similar to the ones that are! Lana:Thanks Rebecca, such a good point. This campaign manager dashboard helps businesses determine on a high level, which campaigns are working and which are not. To dig deeper into each campaign and ad, simply click on the ad to see more analytics.
  • Slide 41: Know who is interacting with your ads.Rebecca: With new LinkedIn analytics, you can also learn more about the demographic of the people seeing your ads. Here, you can see that 43% of the people who saw our most recent ad are in marketing, and 30% of our audience is in the entrepreneurship field. This information is interesting and can be taken to optimize your targeting of future ads. This helps you determine: A) are your ads being seen by the people you want to see them? And B) who is most engaged in your ads? Can you target them in future campaigns? Lana:This new feature is great for marketers looking to optimize there campaigns on Linkedin.
  •   Slide 42: HubSpot resultsRebecca:Hubspot posted this update on 9/12, and saw 463 clicksc in the first 48 hours.
  • Slide 43:Rebecca:We decided because of the high engagement rate, to make this a sponsored update, and get this great piece of content in front of a larger audience. Once we promoted it, we saw over 1k additional clicks and a huge bump in engagement rate.
  • Slide 44:SU best practicesLana:Include a url in each post with a specific tracking token for each. In this way, you can see how many page visits are coming from sponsored updates. I do want to call out that Sponsored Updates are about driving traffic to your website but they are also about having members engage with content and/or visit your company page. So when evaluating engagement results, be sure to consider not only page visits, but also consider how many clicks you received on your content and how many Company Page views you received.
  • Slide 45:Lana:Remember that sponsored updates appear not only on DT but also on mobile and tablet. Be sure that your URL or wherever you are driving LI members is mobile optimized. There are ways to do- building mobile specific pages, having mobile responsive pages. Just ask your HubSpot support team for information on how to do this or connect with the website provider who can also support these requests.
  • Slide 46: GoalsLana:Be clear on your goals before creating your campaign. Goals around brand awareness are significantly different than lead gen content than webcast registrations. If you know what you are solving for from the start, you can focus on the what type of update will work best for you and how to best measure ROI.
  • Slide 47:Lana: Again, promote your best content through sponsored.
  • Slide 48:RebeccaLinkedin is a place for professionals to find content that helps them do their job better.New company page analytics are a great place for marketers to determine what is working and what istn, helping you optimize your time. Use sponsored updates as a way to amplify the reach of your best content on linkedin.

Transcript

  • 1. #LinkedInSuccess LinkedIn’s Latest Updates to Help Your Business! Live Webinar:! 10/8/13 2pm EST/11am PST! ! Speakers:! Lana Khavinson, Senior Product Marketing Manager, LinkedIn! Rebecca Corliss, Customer Marketing Manager, HubSpot! ! ! Ask your questions now at #linkedinsuccess
  • 2. #LinkedInSuccess HOUSE KEEPING NOTES! ! ! ü  Webinar is being recorded and will be sent out afterwards! ü  Interact with us on Twitter: ! ! ! ! #LinkedInSuccess! ü  Ask questions in the questions panel here!
  • 3. #LinkedInSuccess MEET YOUR EXPERTS:! Lana Khavinson! Senior Product Marketing Manager, LinkedIn! @LinkedInSMB! Rebecca Corliss! Customer Marketing Manager, HubSpot! @repcor!
  • 4. #LinkedInSuccess AGENDA! ! 1.  It’s all About Content! 2.  Company Pages! 3.  Analytics! 4.  Sponsored Updates!
  • 5. #LinkedInSuccess View the full webinar here:! ! !
  • 6. IT’S ALL ABOUT CONTENT! Tweet your questions to us! @LinkedInSMB, @HubSpot #linkedinsuccess
  • 7. #LinkedInSuccess#CMworld @LinkedInMktg 60% through decision making process Discover Explore Select Advocate BUYER PROCESS #LinkedInSuccess
  • 8. #LinkedInSuccess
  • 9. #LinkedInSuccess LinkedIn has moved from a place to go for a job to “the” definitive professional publishing platform 6XMore engagement with content vs jobs +3MM Company Pages 200+ Influencers 1.3MM Publishers (Channels) 1.5MM Groups SPONSORED UPDATESSPONSORED UPDATES
  • 10. Professional #LinkedInSuccess
  • 11. Professional Personal #LinkedInSuccess
  • 12. Professional Personal invest time spend time #LinkedInSuccess
  • 13. #LinkedInSuccess 1.  Blog posts 2. Case studies 3. Resources for their job 4. Webcasts 5. How to videos What do you post? N
  • 14. #LinkedInSuccess 1.  Blog posts 2. Case studies 3. Resources for their job 4. Webcasts 5. How to videos What do you post? 1.  Company page 2. Personal page 3. SlideShare Presentations 4. Group discussions Where do you post it? N :
  • 15. Marketers Audience Content #LinkedInSuccess
  • 16. Marketers AudienceContentRelationship #LinkedInSuccess
  • 17. #LinkedInSuccess TODAY’S FOCUS: Company Pages Sponsored Updates
  • 18. COMPANY PAGE RECAP! Tweet your questions to us! @LinkedInSMB, @HubSpot #linkedinsuccess
  • 19. #LinkedInSuccess LINKEDIN COMPANY PAGE
  • 20. #LinkedInSuccess PImages pResources lShort Copy OComment
  • 21. #LinkedInSuccess PImages pResources lShort Copy OComment
  • 22. #LinkedInSuccess PImages pResources lShort Copy OComment
  • 23. #LinkedInSuccess PImages pResources lShort Copy OComment
  • 24. ANALYTICS! Tweet your questions to us! @LinkedInSMB, @HubSpot #linkedinsuccess
  • 25. #LinkedInSuccess?
  • 26. #LinkedInSuccess
  • 27. #LinkedInSuccess FIND YOUR COMPANY PAGE
  • 28. #LinkedInSuccess GET INTO ANALYTICS
  • 29. #LinkedInSuccess MARKETING BEST PRACTICE: KNOW SPECIFIC RESULTS
  • 30. #LinkedInSuccess MARKETING BEST PRACTICE: VIEW REACH AND ENGAGEMENT
  • 31. #LinkedInSuccess MARKETING BEST PRACTICE: KNOW WHO INTERACTS WITH YOUR CONTENT
  • 32. #LinkedInSuccess WHY SHOULD YOU CARE?
  • 33. SPONSORED UPDATES! Tweet your questions to us! @LinkedInSMB, @HubSpot #linkedinsuccess
  • 34. #LinkedInSuccess Have you used any of the following before on LinkedIn? A)  Sponsored Updates B)  LinkedIn ads C)  Neither
  • 35. #LinkedInSuccess WHAT ARE SPONSORED UPDATES?
  • 36. #LinkedInSuccess WHY USE SPONSORED UPDATES?
  • 37. #LinkedInSuccess WHY USE SPONSORED UPDATES?
  • 38. #LinkedInSuccess TO CATCH EVERYONE UP…
  • 39. #LinkedInSuccess TO CATCH EVERYONE UP…
  • 40. #LinkedInSuccess TO CATCH EVERYONE UP…
  • 41. #LinkedInSuccess SPONSORED UPDATES FOR BUSINESSES Linkedin.com/ads Select your post and targeting options Choose between Ads and Sponsored Updates
  • 42. #LinkedInSuccess IF YOU’RE ALREADY AN ADVERTISER…
  • 43. #LinkedInSuccess DESKTOP MOBILE MARKETING BEST PRACTICE: OPTIMIZE FOR ALL DEVICES
  • 44. #LinkedInSuccess MARKETING BEST PRACTICE: DON’T WASTE MONEY
  • 45. #LinkedInSuccess MARKETING BEST PRACTICE: KNOW WHO IS INTERACTING WITH YOUR ADS
  • 46. #LinkedInSuccess HubSpot BETA TESTING Posted organically on 9/12 463 clicks in first 48 hours, and 1.8% engagement rate
  • 47. #LinkedInSuccess HUBSPOT’S RESULTS •  Sponsored post after 48 hours •  Saw 1,167 additional clicks in following week and .61% bump in engagement rate
  • 48. #LinkedInSuccess www. URL Landing Page 2Goals NBest Content
  • 49. #LinkedInSuccess www. URL lLanding Page 2Goals NBest Content
  • 50. #LinkedInSuccess www. URL lLanding Page 2Goals NBest Content
  • 51. #LinkedInSuccess www. URL lLanding Page 2Goals NBest Content
  • 52. #LinkedInSuccess FINAL TAKE AWAYS! 1. LinkedIn is a place for professionals to find CONTENT that helps them do their job better. 2. New company page ANALYTICS are a great place for marketers to determine what is working and what isn’t, helping you optimize your time. 3. Use Sponsored Updates as a way to AMPLIFY the reach of your best content on LinkedIn.
  • 53. #LinkedInSuccess THANK ! YOU!! Tweet your questions to us! @LinkedInSMB, @repcor @HubSpot #linkedinsuccess Check your email soon for more resources from LinkedIn and HubSpot!
  • 54. #LinkedInSuccess Stay in Touch! Lana Khavinson! Senior Product Marketing Manager! @LinkedInSMB! Rebecca Corliss! Customer Marketing Manager! @repcor!