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The Sophisticated Marketer's guide to LinkedIn
 

The Sophisticated Marketer's guide to LinkedIn

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The Sophisticated Marketer's Guide to LinkedIn is a one-stop shop for everything a marketer needs to know about getting the most value from LinkedIn for themselves and their company. It's not an ...

The Sophisticated Marketer's Guide to LinkedIn is a one-stop shop for everything a marketer needs to know about getting the most value from LinkedIn for themselves and their company. It's not an instruction manual, but more of a strategic guide full of interviews and tips from marketing thought leaders combined with expert insights from the LinkedIn Marketing Solutions team.

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  • It’s not just a content repository, it’s a content publishing platform. It’s an essential part to any strategy.
  • 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. <br /> <br /> 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. 
  • We are all visual thinkers. 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. Visual content can help. <br /> Visual language aids in decision making, is more persuasive, and makes a better, longer overall impression than simple text <br /> <br /> <br />
  • 25 infographics accounted for 17% of overall blog traffic.
  • PUBLISHER TOTAL UNIQUE VISTORS <br /> 178,809,843 <br /> TOTAL POTENTIAL VIEWERSHIP <br /> 3,024,141,647 <br /> <br /> 33 linkbacks <br /> <br /> Total Social Shares (via top-tier publisher articles) 8109 <br /> <br /> <br />

The Sophisticated Marketer's guide to LinkedIn The Sophisticated Marketer's guide to LinkedIn Presentation Transcript

  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Marketing Solutions The Sophisticated Marketer’s Guide: The Webinar Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Feel free to Tweet along: #SophisticatedMKTG @jasonmillerca @LinkedInMKTG 2
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 1 of every 3 Professionals on the Planet is on LinkedIn 3
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 4 Jobs Content 7XContent pages receive 7X the page views vs. job pages.
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 5 The Definitive Publishing Platform Professional
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 6 Achieve your objectives With LinkedIn Publish Extend Target Generate Awareness Generate Traffic and Leads Drive Consideration & Preference Drive Advocacy Build Community
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Company Page 5 steps to engaging followers on LinkedIn Establish your presence1 Attract followers2 Engage followers3 Amplify through the network4 Analyze and refine5 7
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg The only art I’ll ever study is stuff that I can steal from. - David Bowie
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 9 Company Page: Who’s Doing it Right?
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 10 Company Page: Who’s Doing it Right?
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg When we need that extra push…
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 12 Sponsored Updates: Who’s Doing it Right? • 17% increase in brand favorability • Achieved four times the post-level engagement rates when compared with display averages.
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 13 Sponsored Updates: Who’s Doing it Right? • LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 14 Sponsored Updates: Who’s Doing it Right? • 50% more likely to agree that “Adobe is • shaping the future of digital marketing”
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 15 Sponsored Updates Content 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 • Always include an image, presentation, or video • Ensure the thumbnail is relevant for external links
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg LinkedIn Groups: Who’s Doing it Right? 16
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Join the Conversation HubSpot now has more than 57,000 Followers for its Company Page 96,000Followers for its Inbound Marketers Group LinkedIn Groups: Who’s Doing it Right? 17
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 18 LinkedIn Groups: Who’s Doing it Right?
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 19 LinkedIn Groups: Who’s Doing it Right?
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 20 Let’s Talk About Content…
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends LinkedIn by the Numbers 21
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 22
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 23 Useful x Enjoyable x Inspired = Innovative Content Ann Handley’s Formula:
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 24 The visual is the new headline!
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 5 Reasons for Going Visual  We are all visual thinkers  Visual language aids in decision making  Visual is more persuasive  Visual makes a better, longer overall impression than simple text  Visual connects emotionally
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg SlideShare is a Platform for Visual Content Marketing Thought Leadership
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Visual Kicks Text’s A** 328,000 Views! Slideshare Channels Presentations 28
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg First Page Results! Slideshare Channels Presentations 29
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Slideshare is also a search engine Slideshare Channels Presentations 30
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Meet the experts Slideshare Channels Presentations 31
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg The Infographic is not Dead; Claiming that Something is Dead is so Passé
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg PUBLISHER TOTAL UNIQUE VISTORS 178,809,843 TOTAL POTENTIAL VIEWERSHIP 3,024,141,647 33 LINKBACKS FROM TOP TIER PUBS 8109 SHARES
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Integrate your presentations across multiple channels Slideshare Channels Presentations 34
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Built in Lead Forms - A Frictionless Content Experience
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 36 Bonus Lightning Round
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 37 You may ask yourself, why didn’t I think of that?
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 38 Promoting your event? Check…
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg A Coupon Code Inside Your Slidedeck? I’ll Take It! 39
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 40 A visual journey of FAQs? Genius.
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 41 Clickable links inside your SlideShare deck, Boom!
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Fueling your LinkedIn Content Hubs
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 43 Not more content more relevant content
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Relevant Doesn’t Mean Boring 44
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Blogging Food Groups Categories of Content Content Specifics Raisin Bran content: The basic, everyday content that you can dish out quickly How-to posts (e.g. SU videos) Sharing Influencer/ third-party posts Useful, relevant topics for marketers Repurposing of old content Spinach content: The stuff that’s good for you, even if it’s difficult to chew Thought leadership pieces Guest Topics/ Blog Posts Case Studies Roasts: The valuable, time-consuming projects that leave your guests begging for more Strategic research and analysis LI MKTG Trends POVs Big Rock content Chocolate cake content: Everyone wants a second piece of this sweet treat Light-hearted, easily-digestible content Cultural content (e.g. Day in the Life) Amusing videos, graphics, stories Tabasco* content: Sometimes you just need a little fire on the tongue Bold statements with strong POV Thought leadership pieces Calculated and strategic The Blogging Food Groups Categories 45
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Monday Tuesday Wednesday Thursday Friday Saturday Raisin Bran Spinach Roast Raisin Bran Spinach Raisin Bran Chocolate Cake LinkedIn Marketing Solutions Blog Content Calendar 46
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Repurpose Content 47
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 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. 48
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Empowering Advocates 49
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Washed Up? Who Says So? 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. 50
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Ask yourself: 1. What’s the cadence of main pillars? 2. What’s the cadence of sub-pillars? 3. Example post for each day - What type of post is it? - If photo, what type of image will it be? - Distribution: national or geo-targeted? - Distribution: Who will it be boosted to? Creating a LinkedIn Content Calendar 51
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 53
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg The Sophisticated Marketers Guide to LinkedIn Podcast: SlideShare Big Rock Content repurposed into “Turkey Slices” 54
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg eBooks Blogs: 55
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 56 infographics
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 57 The Webinar Physical Book
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 58 Take it Global
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 59 • Sponsored Updates • Email • InMail • SlideShare • Webinars • Display Ads • Influencer Outreach • Guest Blogs • Twitter • LinkedIn Groups • Sales Training “I haven’t been everywhere yet, but it’s on my list.” Be Everywhere
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm 60 Get the Guide!
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg It’s up to marketers to deliver a better content experience
  • ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg I Love You All. Goodnight! Now go create some bloody good content!