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HOW TO MASTER LINKEDIN FOR MARKETING -1 of 3- by Hubspot

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HOW TO MASTER LINKEDIN FOR MARKETING -1 of 3- by Hubspot

HOW TO MASTER LINKEDIN FOR MARKETING -1 of 3- by Hubspot

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