7 Tactics for Integrating LinkedIn Into Your Marketing Strategy

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My presentation from Social Media Marketing World 2014 - #SMMW2014

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  • I was there, when you gave this session, and it was so truly amazing, intuitive, went away with value packed information, that i am implementing. thanks Jason
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  • Myself Goutam Bagchi Executive Consultant Of Questkon Consultancy Service & Business Services .I am an educated person residing at Malda TownMaldah, West Bengal, India .Myself have complete the B.com/LLB Degree and having 27 years Sales & Marketing Experience in FMCG/Pharmaceuticals/OTC/Dairy/Petroleum Coke/Cosmetics Products Sales and Franchisee and Channel Development in Various Company in India. Being The Executive Consultant of Questkon Consultancy Services & Business Services I have develop several Blog, Questkon Consultancy Services Channel on You Tube,and Questkon Consultancy Services & Business Services Channel on You Tube,Member of Various Organization & Community. I like this Page and it is true face Book For Business Will Help to generate Leads .I like this page
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  • Set up a test of different updates to reach different audiences. Example: B2B Marketing company XYZ has recently launched a new piece of research and is publishing updates to LinkedIn to drive marketers to download itDifferent messaging for each audience: Directors, C Suites, Manager with what’s important to them. Solving their problems. Social media managers: Get the insights you need to drive the engagement you want. Need to demonstrate the ROI of your marketing efforts? These insights can help. Sponsored Update 1: Targeted to CMOsThese insights can help you drive transformational change to your business
  • 38% of unique visitors access LinkedIn through a mobile device. Make it easy for your entire audience to engage by providing responsive landing pages with user-friendly lead forms.Posts with a link have 2x the engagement and a 55% higher rate of “likes”.People see the image before they read the introor the headline. Make sure its relevant and interesting. Avoid hypertargeting. Start by casting a wide net and use reporting tools and advanced targeting filters to refine and optimize your campaign
  • Sponsored Updates give you a powerful way to reach LinkedIn members no matter what device they’re using: smartphone, desktop, or tablet. Keep all these devices in mind to deliver LinkedIn members the best experience possible. More than 1/3 for LinkedIn’s C-Suites access it via mobile device. Avid content seekers consuming content daily, on the go. http://www.slideshare.net/LImarketingsolutions/reaching-the-american-business-elite70% of clicks from Sponsored Updates will come from mobileAn average of 38 percent of unique visiting members come through mobile apps  Nobody likes to double-tap and zoom just to read a page. Make sure your copy is appropriately large, and keep clickable areas finger-friendly—we recommend images that appear on screen at least 10mm x 10mm in size Responsive Landing pagesTo the pointYou can write up to 600 characters, but each device has a max character count that can be displayed when viewed in the feed. For maximum impact, make sure the first 100 characters of your Sponsored Update contain the most eye-catching part of your message.Use Graphics that Render well in different sizes - Remember your images will display at a variety of sizes.Avoid images that are overly complex, dark, or that contain
  • In just over 6 months the Content Marketing Academy Group has grown to the largest and most active (not to mention spam-free) content marketing focused group on LinkedIn. The group is now the largest content marketing-focused group on LinkedIn, averaging 267 new member per week, and, more importantly, about 10 to 20 quality discussions per week. 
  • Nancy Duarte ExampleCulture Code: Hubspot, SpotifySlideshare/culturecodeNewCatagorizatoin on homepage – Discover SS content and follow catagories. Focusing on content discoverablilty.
  • 18K views on Slideshare alone, not counting the other places. Slideshare introduced new optimized viewing for Infographics.
  • It’s not just a content repository, it’s a content publishing platform. It’s an essential part to any strategy.
  • Don’t just do social campaigns, make every campaign social.
  • 7 Tactics for Integrating LinkedIn Into Your Marketing Strategy

    1. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 1 7 Tactics for Integrating LinkedIn into Your Marketing Strategy By Jason Miller Sr. Content Marketing Manager - LinkedIn March 28, 2014Design ©2014 Social Media Examiner, Content Copyright Presenter • Do not distribute
    2. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 2 1 of every 3 Professionals on the Planet is on LinkedIn
    3. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Jobs Content 6XContent pages receive 6X the page views vs. job pages.
    4. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 4 The Definitive Publishing Platform Professional
    5. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 5 Brands build relationships with the world’s professionals by using accurate targeting to deliver relevant content Target Publish Extend Target with accuracy to reach a high quality audience Publish relevant content in a professional context Extend through social sharing and extend quality traffic and data to your sites
    6. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 6 Target with Accuracy Using authentic data Who they are Who they know What they do Their profile Their connections Their behavior
    7. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 7 Achieve your objectives With LinkedIn Publish Extend Target Generate Awareness Generate Traffic and Leads Drive Consideration & Preference Drive Advocacy Build Community
    8. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 1.Company Page to Engage 5 steps to engaging followers on LinkedIn Establish your presence1 Attract followers2 Engage followers3 Amplify through the network4 Analyze and refine5 8
    9. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions The only art I’ll ever study is stuff that I can steal from. - David Bowie
    10. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 10 Company Page: Who’s Doing it Right? Stand out with an eye-catching image or some form of rich media. Using images can result in up to a 98% higher comment rate.
    11. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 11 Company Page: Who’s Doing it Right? Links to YouTube videos play directly in the LinkedIn feed and can result in up to a 75% higher share rate.
    12. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 12 Company Page: Who’s Doing it Right? Don’t bury the lead. Concise intros (90-140 characters) are more likely to result in higher engagement.
    13. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Empowering Advocates 13
    14. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 14 2. Company Page Updates Best Practice Cheat Sheet 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 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 • Mix it up by including images, presentations, or videos • Ensure the thumbnail is relevant for external links
    15. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions When we need that extra push…
    16. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 16 3. Sponsored Updates: “The Crown Jewel of Social Media Advertising”
    17. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 17 Sponsored Updates: Who’s Doing it Right? • LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
    18. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 18 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.”
    19. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 19 Sponsored Updates: How about a Mobile Example: Boom…
    20. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 20 Mobile is accelerating content consumption
    21. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 21 Smartphone consumption is always-on 9pm6pm3pm12pm9am6am
    22. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Join the Conversation HubSpot now has more than 57,000 Followers for its Company Page 96,000Followers for its Inbound Marketers Group 4. LinkedIn Groups: 22
    23. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 23 LinkedIn Groups:
    24. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 24 LinkedIn Groups:
    25. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions25 The visual is the new headline!
    26. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Visual Kicks Text’s A** 328,000 Views! 5. Going Visual with SlideShare 26
    27. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions First Page Results! Slideshare Channels 27
    28. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Slideshare is also a search engine Slideshare Channels 28
    29. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Meet the experts Slideshare Channels 29
    30. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions The Infographic is not Dead. Claiming that Something is Dead, is. 30
    31. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Integrate your presentations across multiple channels Slideshare Channels 31
    32. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 32 Ready, Aim, Target – A Frictionless Content Experience
    33. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions It's not who does it first, it's who does it best.. - David Bowie
    34. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 34 Promoting your event? Check…
    35. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions A Coupon Code Inside Your Slidedeck? I’ll Take It! 35
    36. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 36 A visual journey of FAQs? Genius.
    37. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 37 Clickable links inside your SlideShare deck, Boom!
    38. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 38 Let’s Talk About Content…
    39. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends LinkedIn by the Numbers 39
    40. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Fueling your LinkedIn Content Hubs
    41. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Monday Tuesday Wednesday Thursday Friday Saturday Raisin Bran Spinach Roast Raisin Bran Spinach Raisin Bran Chocolate Cake 41 6. The Blogging Food Groups Categories
    42. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 7. Repurpose Content 42
    43. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Repurpose Activity Blogs Slide Presentation Webinars Videos Infographics Content Choose your content How it would be used in a blog How it would be used in SlideShare How it would be used in a webinar How it would be used in a video How it would be used in a infographic Think of a piece of content from the wheel to the right and how it could be repurposed into the other parts of the wheel. 43
    44. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    45. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 45
    46. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions The Sophisticated Marketers Guide to LinkedIn Podcast: SlideShare Big Rock Content repurposed into “Turkey Slices” 46
    47. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions eBooks Blogs: 47
    48. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 48 infographics
    49. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 49 The Webinar Physical Book
    50. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 50 Take it Global
    51. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm 51 Get the Guide!
    52. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions I Love You All. Goodnight! Now go create some bloody good content!

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