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

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

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

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