7 Tactics for Integrating LinkedIn into Your Marketing Strategy

©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

1 of every 3
Professionals
on the Planet is
on LinkedIn

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Jobs
Content
6XContent pages
receive 6X the
page views vs.
job pages.

The Definitive
Publishing Platform
Professional

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

Target with Accuracy
Using authentic data
Who they are Who they know What they do
Their profile Their connections Their behavior

Achieve your objectives
With LinkedIn
Publish Extend
Target
Generate Awareness
Generate Traffic and
Leads
Drive Consideration &
Preference
Drive Advocacy
Build Community

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

The only art I’ll ever study is stuff
that I can steal from.
- David Bowie

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.

Company Page:
Links to YouTube videos play
directly in the LinkedIn feed and
can result in up to a 75% higher
share rate.

Company Page:
Don’t bury the lead.
Concise intros (90-140
characters) are more likely
to result in higher
engagement.

Empowering Advocates
13

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

When we need that extra push…

3. Sponsored Updates:
“The Crown Jewel of Social Media
Advertising”

Sponsored Updates:
• LinkedIn drove 400% more qualified
leads than any other paid lead
generation platform during the
campaign period.

Sponsored Updates:
• 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.”

Sponsored Updates:
How about a Mobile Example: Boom…

Mobile is accelerating content consumption

Smartphone consumption is always-on
9pm6pm3pm12pm9am6am

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

LinkedIn Groups:

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions25
The visual is the new headline!

Visual Kicks Text’s A**
328,000
Views!
5. Going Visual with SlideShare
26

First Page Results!
Slideshare Channels
27

Slideshare is also a search engine
Slideshare Channels
28

Meet the experts
Slideshare Channels
29

The Infographic is not Dead.
Claiming that Something is Dead, is.
30

Integrate your presentations across
multiple channels
Slideshare Channels
31

Ready, Aim, Target –
A Frictionless Content
Experience

It's not who does it first, it's who does it
best..
- David Bowie

Promoting your event? Check…

A Coupon Code Inside Your
Slidedeck? I’ll Take It!
35

A visual journey of FAQs?
Genius.

Clickable links inside your
SlideShare deck, Boom!

Let’s Talk About Content…

Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends
LinkedIn by the Numbers
39

Fueling your LinkedIn
Content Hubs

Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
41
6. The Blogging Food
Groups Categories

7. Repurpose Content
42

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

The Sophisticated Marketers Guide to LinkedIn
Podcast: SlideShare
Big Rock Content repurposed
into “Turkey Slices”
46

eBooks
Blogs:
47

infographics

The
Webinar
Physical Book

Take it Global

Download the Sophisticated Marketer’s Guide to
LinkedIn: http://lnkd.in/sgm
51
Get the Guide!

I Love You All.
Goodnight!
Now go create some bloody good content!

7 Tactics for Integrating LinkedIn into Your Marketing Strategy

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Editor's Notes