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                              ...
How to MasterLINKEDINfor MarketingSession 3: What Content to Publish onLinkedIn to Drive Engagement                       ...
Your Presenters:Lana Khavinson                     Rebecca CorlissSenior Product Marketing Manager   Inbound Marketing Man...
Agenda:   1   Quick LinkedIn Review   2   Content that Works Best   3   How to Post Content to Drive ROI   4   Testing You...
QUICKLINKEDINREVIEW
Engaged Business-focused Audience                                    9
Many Marketing Channels Within LinkedIn   1   Company Pages   2   LinkedIn Groups   3   LinkedIn Ads                      ...
Goals of Using LinkedIn                          1                      Grow Reach                                   11
Goals of Using LinkedIn                          2                      Increase                      Company             ...
Goals of Using LinkedIn                          3                      Generate                      Website             ...
Goals of Using LinkedIn                          4                      Generate                      Leads &             ...
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        ...
Contribute Content Regularly                      GOAL:                      Post once a day.                             ...
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                        ...
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

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View the on-demand webinar here: http://www.hubspot.com/how-to-master-linkedin-marketing

Published in: Business, Technology

What Content to Publish on LinkedIn to Drive Engagement

  1. 1. 47% of B2B companiesactively use LinkedInSOURCE: InsideView, http://goo.gl/3KfyD
  2. 2. 53% of LinkedIn users join10 or more groups.SOURCE: Power Formula, http://goo.gl/kT79v
  3. 3. +2 new members joinLinkedIn every second.SOURCE: COMSCORE 3
  4. 4. There are 7,610 searches onLinkedIn per minute.SOURCE: Social Jumpstart, http://goo.gl/XULtC 4
  5. 5. How to MasterLINKEDINfor MarketingSession 3: What Content to Publish onLinkedIn to Drive Engagement #MasterLinkedIn 5
  6. 6. Your Presenters:Lana Khavinson Rebecca CorlissSenior Product Marketing Manager Inbound Marketing Manager@LinkedIn @HubSpot 6
  7. 7. 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
  8. 8. QUICKLINKEDINREVIEW
  9. 9. Engaged Business-focused Audience 9
  10. 10. Many Marketing Channels Within LinkedIn 1 Company Pages 2 LinkedIn Groups 3 LinkedIn Ads 10
  11. 11. Goals of Using LinkedIn 1 Grow Reach 11
  12. 12. Goals of Using LinkedIn 2 Increase Company Engagement 12
  13. 13. Goals of Using LinkedIn 3 Generate Website Traffic 13
  14. 14. Goals of Using LinkedIn 4 Generate Leads & Customers 14
  15. 15. What Drives AllThose Results? ? 15
  16. 16. CONTENT 16
  17. 17. CONTENTTHAT WORKS
  18. 18. Start with Customers’ Questions ? ? ? ? 18
  19. 19. Share Blog Articles 19
  20. 20. Promote Webinar and Event Invitations 20
  21. 21. Generate Intrigue with Discussion Questions 21
  22. 22. Share Ebooks & White Papers 22
  23. 23. Amplify and Target with LinkedIn Ads 23
  24. 24. Tip: Be Helpful, not Promotional 24
  25. 25. HOW TO POSTCONTENT TODRIVE ROI
  26. 26. Have Landing Pages Set Up On Your Site 26
  27. 27. How Content Drives Leads Page Landing Update Page Form Lead Like Blog CTA Landing Post Page Group Product CTA Landing Discussion Page Page
  28. 28. Contribute Content Regularly GOAL: Post once a day. 28
  29. 29. Include Links to Resources on Your Page 29
  30. 30. Include Links to Content within Discussions 30
  31. 31. Encourage Engagement to Grow Reach 31
  32. 32. TESTINGYOURCONTENT
  33. 33. Testing Helps Increase Effectiveness 33
  34. 34. Test Content Type 34
  35. 35. Test Language 1 Tone of Voice 2 Using Questions 3 Using Facts 4 Provide Directions 35
  36. 36. Test Timing & Frequency What Are the DAYS AND TIMES When Your Community Is Most Engaged? 36
  37. 37. Test Ad Variations 37
  38. 38. MEASUREYOURSUCCESS
  39. 39. Measure Reach and Follower Growth 39
  40. 40. Measure Post Engagement & Clicks 40
  41. 41. Evaluate Network Demographics 41
  42. 42. Website Traffic Driven by LinkedIn 42
  43. 43. Leads from LinkedIn 43
  44. 44. Conversion Rate from Traffic to Leads 44
  45. 45. Customers from LinkedIn 45
  46. 46. Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
  47. 47. THANK YOU. 47
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