What Content to Publish on LinkedIn to Drive Engagement

47% of B2B companiesactively use LinkedInSOURCE: InsideView, http://goo.gl/3KfyD

53% of LinkedIn users join10 or more groups.SOURCE: Power Formula, http://goo.gl/kT79v

+2 new members joinLinkedIn every second.SOURCE: COMSCORE 3

There are 7,610 searches onLinkedIn per minute.SOURCE: Social Jumpstart, http://goo.gl/XULtC 4

How to MasterLINKEDINfor MarketingSession 3: What Content to Publish onLinkedIn to Drive Engagement #MasterLinkedIn 5

Your Presenters:Lana Khavinson Rebecca CorlissSenior Product Marketing Manager Inbound Marketing Manager@LinkedIn @HubSpot 6

Agenda: 1 Quick LinkedIn Review 2 Content that Works Best 3 How to Post Content to Drive ROI 4 Testing Your Content 5 Measuring Your Success 7

QUICKLINKEDINREVIEW

Engaged Business-focused Audience 9

Many Marketing Channels Within LinkedIn 1 Company Pages 2 LinkedIn Groups 3 LinkedIn Ads 10

Goals of Using LinkedIn 1 Grow Reach 11

Goals of Using LinkedIn 2 Increase Company Engagement 12

Goals of Using LinkedIn 3 Generate Website Traffic 13

Goals of Using LinkedIn 4 Generate Leads & Customers 14

What Drives AllThose Results? ? 15

CONTENT 16

CONTENTTHAT WORKS

Start with Customers’ Questions ? ? ? ? 18

Share Blog Articles 19

Promote Webinar and Event Invitations 20

Generate Intrigue with Discussion Questions 21

Share Ebooks & White Papers 22

Amplify and Target with LinkedIn Ads 23

Tip: Be Helpful, not Promotional 24

HOW TO POSTCONTENT TODRIVE ROI

Have Landing Pages Set Up On Your Site 26

How Content Drives Leads Page Landing Update Page Form Lead Like Blog CTA Landing Post Page Group Product CTA Landing Discussion Page Page

Contribute Content Regularly GOAL: Post once a day. 28

Include Links to Resources on Your Page 29

Include Links to Content within Discussions 30

Encourage Engagement to Grow Reach 31

TESTINGYOURCONTENT

Testing Helps Increase Effectiveness 33

Test Content Type 34

Test Language 1 Tone of Voice 2 Using Questions 3 Using Facts 4 Provide Directions 35

Test Timing & Frequency What Are the DAYS AND TIMES When Your Community Is Most Engaged? 36

Test Ad Variations 37

MEASUREYOURSUCCESS

Measure Reach and Follower Growth 39

Measure Post Engagement & Clicks 40

Evaluate Network Demographics 41

Website Traffic Driven by LinkedIn 42

Leads from LinkedIn 43

Conversion Rate from Traffic to Leads 44

Customers from LinkedIn 45

Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics

THANK YOU. 47

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What Content to Publish on LinkedIn to Drive Engagement

by HubSpot All-in-one Marketing Software on Sep 27, 2012

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