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Marketing Solutions
Welcome to the Funnel (We’ve Got Leads & Names)
Jason Miller, Sr. Content Marketing Manager
@JasonMill...
Content

Jobs

Jobs
1 of every 3
professionals
on the planet is LinkedIn

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing...
4
©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
Early Stage
Thought leadership and
enjoyable content to build
brand, awareness, and desire

Blog, e-books, research data,
...
70% of the Buying Cycle is Already Complete Before
a Prospect is Ready to Talk to Sales.

©2013 LinkedIn Corporation. All ...
You Better Have Content that Answers Their
Questions.

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketin...
Content is STILL King

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

8
©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

9
Optimize
Social Signals Influence SEO

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
Claim Your Content with Google Authorship:

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
Inbound + Outbound = Awesomeness

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
Wait for it……

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
The Holy Grail of Social Media Advertising

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
Ready, Aim, Target - A Frictionless Content Experience

©2013 LinkedIn Corporation. All Rights Reserved.

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

• As ...
The 4-1-1 Rule

Do This

©2013 LinkedIn Corporation. All Rights Reserved.

Not This

LinkedIn Marketing Solutions
Short Forms Outperform Long Forms

Short (5)

Medium (7)

Long (9)

Conversion: 13.4% Conversion: 12.0% Conversion: 10.0%
...
Content Fuel
Inspiration

Going Visual
LinkedIn Marketing Solutions Blog Content Calendar
Monday

Tuesday

Raisin Bran
Spinach
Roast

Wednesday

Thursday

Raisin...
Washed Up? Who Says So? There’s Always Room for
a New Audience.

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedI...
Repurpose Content

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
Influencer Content

25
©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
Empowering Advocates

26
©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
Going Visual

Photo credit: Min-Chieh Chang
The Visual is the New Headline

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
Visual Kicks Texts A**

328,000
Views!

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
Hell Yes! - First Page Results

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

30
SlideShare is also a Search Engine

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

31
Meet the Experts

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
Clickable Links Inside your SlideShare Deck,
Boom!

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing S...
Integrate Your Presentations Across Multiple Channels

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketin...
The Infographic is not Dead. Claiming that Something
is Dead, is.

©2013 LinkedIn Corporation. All Rights Reserved.

Linke...
Bonus Lightning Round

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

36
You May Ask Yourself, Why Didn’t I Think of That?

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing So...
Promoting Your Event? Check…..

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

38
A Coupon Code Inside Your Slidedeck? I’ll Take It!

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing S...
A Visual Journey of FAQs? Genius.

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

40
Clickable Links Inside your SlideShare Deck,
Boom!

©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing S...
How do you know if your content strategy is working?

Increased
referral traffic

©2013 LinkedIn Corporation. All Rights R...
©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions
©2013 LinkedIn Corporation. All Rights Reserved.

LinkedIn Marketing Solutions

44
Now go make some bloody good content!

I Love You All.
Goodnight!

©2013 LinkedIn Corporation. All Rights Reserved.

Linke...
Q&A
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Welcome to the Funnel

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  • Content driving record levels of growth and engagement Data TBD David looking at content uniquesvs other platforms6x content page views vs jobs
  • The professionals—well over half a billion worldwide, and counting—matter to brands like never before. That’s why reaching these leaders, influencers, and decision-makersrepresents a huge opportunity for marketers. To put this movement in perspective, the number of professionals worldwide is greater than the total workforces of all but one nation (China).However, to effectively reach a high-quality professional audience demands continuous, connected engagement. It’s not enough to talk at professionals only when it suits a brand’s purposes. That said, today’s professionals seek greater knowledge, so they can achieve larger success. And, regardless of geography, industry or capacity, they are in search of insights and informationfrom the colleagues and brands they trust.
  • Super easy to do and with the right software this can go on autopilot.
  • Map content to the buying stage {keep it short}
  • Rel authorInfluencersLittle Bird
  • Mention short forms and progressive profiling
  • Rich media content ads, interactivity and lead gen within the LinkedIn experience. Creating a much more relevant experience. The idea is not to create more content, but better target the content that you already have.
  • “For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”
  • Now we all know making content visual is hugely importantBut did you know 75 percent of the sensory neurons in our brains process visual information. As prospects and customers continue to be bombarded with information in the form of pure text such as whitepapers and blogs, it can be difficult to differentiate your content from the competition.
  • Old becoming new again. Content that others may still find valuable. Well, no one told Vegas, or the band.
  • Now we all know making content visual is hugely importantBut did you know 75 percent of the sensory neurons in our brains process visual information. As prospects and customers continue to be bombarded with information in the form of pure text such as whitepapers and blogs, it can be difficult to differentiate your content from the competition.
  • There is a famous quote from the father of advertising, David Ogilvy that says, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” I think this statement holds true today, but with the insertion of a visual element as the new headline
  • Keywords in your titles and descriptions.
  • #1 for Inbound Marketing from one presentation.
  • Showcasing expertise by publishing to Slideshare.
  • Embedable into landing pages, blogs, renders perfectly in Twitter.
  • 18K views on Slideshare alone, not counting the other places. Slideshare introduced new optimized viewing for Infographics.
  • Badass style is understated but instantly recognizable. Like a chopped Harley or a good pair of sunglasses: simple, direct, and functional.Marketers can apply this easily apply this mentality to their SlideShare strategy
  • Transcript of "Welcome to the Funnel"

    1. 1. Marketing Solutions Welcome to the Funnel (We’ve Got Leads & Names) Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg @LinkedIn @SlideShare ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    2. 2. Content Jobs Jobs
    3. 3. 1 of every 3 professionals on the planet is LinkedIn ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    4. 4. 4 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    5. 5. Early Stage Thought leadership and enjoyable content to build brand, awareness, and desire Blog, e-books, research data, funny videos, curated lists, infographics, webinars Middle Stage Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports Late Stage Company-specific information to help evaluate and reaffirm selection ©2013 LinkedIn Corporation. All Rights Reserved. Pricing, demos, services information, 3rd party reviews, customer case studies LinkedIn Marketing Solutions
    6. 6. 70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    7. 7. You Better Have Content that Answers Their Questions. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    8. 8. Content is STILL King ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 8
    9. 9. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 9
    10. 10. Optimize
    11. 11. Social Signals Influence SEO ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    12. 12. Claim Your Content with Google Authorship: ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    13. 13. Inbound + Outbound = Awesomeness ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    14. 14. Wait for it…… ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    15. 15. The Holy Grail of Social Media Advertising ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    16. 16. Ready, Aim, Target - A Frictionless Content Experience ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    17. 17. • LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period. • 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.” ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 17
    18. 18. The 4-1-1 Rule Do This ©2013 LinkedIn Corporation. All Rights Reserved. Not This LinkedIn Marketing Solutions
    19. 19. Short Forms Outperform Long Forms Short (5) Medium (7) Long (9) Conversion: 13.4% Conversion: 12.0% Conversion: 10.0% Cost per: $31.24 Cost per: $34.94 Cost per: $41.90 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    20. 20. Content Fuel
    21. 21. Inspiration Going Visual
    22. 22. LinkedIn Marketing Solutions Blog Content Calendar Monday Tuesday Raisin Bran Spinach Roast Wednesday Thursday Raisin Bran Spinach Raisin Bran Spinach Roast ©2013 LinkedIn Corporation. All Rights Reserved. Friday Saturday Raisin Bran Chocolate Cake Tabasco Raisin Bran Spinach LinkedIn Marketing Solutions
    23. 23. Washed Up? Who Says So? There’s Always Room for a New Audience. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    24. 24. Repurpose Content ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    25. 25. Influencer Content 25 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    26. 26. Empowering Advocates 26 ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    27. 27. Going Visual Photo credit: Min-Chieh Chang
    28. 28. The Visual is the New Headline ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    29. 29. Visual Kicks Texts A** 328,000 Views! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    30. 30. Hell Yes! - First Page Results ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 30
    31. 31. SlideShare is also a Search Engine ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 31
    32. 32. Meet the Experts ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    33. 33. Clickable Links Inside your SlideShare Deck, Boom! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 33
    34. 34. Integrate Your Presentations Across Multiple Channels ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    35. 35. The Infographic is not Dead. Claiming that Something is Dead, is. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 35
    36. 36. Bonus Lightning Round ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 36
    37. 37. You May Ask Yourself, Why Didn’t I Think of That? ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 37
    38. 38. Promoting Your Event? Check….. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 38
    39. 39. A Coupon Code Inside Your Slidedeck? I’ll Take It! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 39
    40. 40. A Visual Journey of FAQs? Genius. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 40
    41. 41. Clickable Links Inside your SlideShare Deck, Boom! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 41
    42. 42. How do you know if your content strategy is working? Increased referral traffic ©2013 LinkedIn Corporation. All Rights Reserved. Social Engagement Higher quality leads LinkedIn Marketing Solutions
    43. 43. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    44. 44. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 44
    45. 45. Now go make some bloody good content! I Love You All. Goodnight! ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
    46. 46. Q&A
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