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Marketing Solutions
Jason ...
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Feel free to Tweet along:
...
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1 of every 3
Professionals...
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Jobs
Content
6XContent p...
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The Definitive
Publishin...
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Brands build relationshi...
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Target with Accuracy
Usi...
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Achieve your objectives
...
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Company Page
5 steps to en...
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The only art I’ll ever stu...
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Company Page:
Who’s Doi...
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Company Page:
Who’s Doi...
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Sponsored Updates:
The ...
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Sponsored Updates:
Who’...
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Sponsored Updates:
Who’...
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Sponsored Updates Conte...
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Join the Conversation
HubS...
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LinkedIn Groups:
Who’s ...
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LinkedIn Groups:
Who’s ...
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Let’s Talk About Conten...
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Source: Content Marketing ...
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Useful x Enjoyable
x In...
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The visual is the new h...
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Visual Kicks Text’s A**
32...
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First Page Results!
Slides...
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Slideshare is also a searc...
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Meet the experts
Slideshar...
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The Infographic is not Dea...
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Integrate your presentatio...
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Ready, Aim, Target –
A ...
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When we need that extra pu...
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Bonus Lightning Round
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You may ask yourself,
w...
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Promoting your event? C...
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A Coupon Code Inside Your
...
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A visual journey of FAQ...
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Clickable links inside ...
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Fueling your LinkedIn
Cont...
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Bread is Dead, Be the Baco...
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Blogging Food Groups
Categ...
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Monday Tuesday Wednesday T...
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Repurpose Content
44
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Repurpose Activity
Blogs
S...
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Influencer Content
46
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Empowering Advocates
47
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Washed Up? Who Says So?
Th...
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Ask yourself:
1. What’s th...
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The Sophisticated Marketer...
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eBooks
Blogs:
53
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infographics
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The
Webinar
Physical Bo...
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Take it Global
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• Sponsored Updates
• E...
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Download the Sophisticated...
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It’s up to marketers to de...
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The Sophisticated Marketer's Guide to LinkedIn - The Webinar

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The Sophisticated Marketer's Guide to LinkedIn - The Webinar

  1. 1. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Marketing Solutions Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg
  2. 2. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Feel free to Tweet along: #SophisticatedMKTG @jasonmillerca @LinkedInMKTG 2
  3. 3. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 1 of every 3 Professionals on the Planet is on LinkedIn 3
  4. 4. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 4 Jobs Content 6XContent pages receive 6X the page views vs. job pages.
  5. 5. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 5 The Definitive Publishing Platform Professional
  6. 6. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 6 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
  7. 7. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 7 Target with Accuracy Using authentic data Who they are Who they know What they do Their profile Their connections Their behavior
  8. 8. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 8 Achieve your objectives With LinkedIn Publish Extend Target Generate Awareness Generate Traffic and Leads Drive Consideration & Preference Drive Advocacy Build Community
  9. 9. ©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 9
  10. 10. ©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
  11. 11. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 11 Company Page: Who’s Doing it Right?
  12. 12. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 12 Company Page: Who’s Doing it Right?
  13. 13. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 13 Sponsored Updates: The Crown Jewel of Social Media Advertising
  14. 14. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 14 Sponsored Updates: Who’s Doing it Right? • LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
  15. 15. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 15 Sponsored Updates: Who’s Doing it Right? • 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.”
  16. 16. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 16 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
  17. 17. ©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
  18. 18. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 18 LinkedIn Groups: Who’s Doing it Right?
  19. 19. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 19 LinkedIn Groups: Who’s Doing it Right?
  20. 20. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 20 Let’s Talk About Content…
  21. 21. ©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
  22. 22. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 22
  23. 23. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 23 Useful x Enjoyable x Inspired = Innovative Content Ann Handley’s Formula:
  24. 24. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 24
  25. 25. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 25 The visual is the new headline!
  26. 26. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Visual Kicks Text’s A** 328,000 Views! Slideshare Channels Presentations 26
  27. 27. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg First Page Results! Slideshare Channels Presentations 27
  28. 28. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Slideshare is also a search engine Slideshare Channels Presentations 28
  29. 29. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Meet the experts Slideshare Channels Presentations 29
  30. 30. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg The Infographic is not Dead. Claiming that Something is Dead, is. 30
  31. 31. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Integrate your presentations across multiple channels Slideshare Channels Presentations 31
  32. 32. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 32 Ready, Aim, Target – A Frictionless Content Experience
  33. 33. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg When we need that extra push…
  34. 34. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 34 Bonus Lightning Round
  35. 35. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 35 You may ask yourself, why didn’t I think of that?
  36. 36. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 36 Promoting your event? Check…
  37. 37. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg A Coupon Code Inside Your Slidedeck? I’ll Take It! 37
  38. 38. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 38 A visual journey of FAQs? Genius.
  39. 39. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 39 Clickable links inside your SlideShare deck, Boom!
  40. 40. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Fueling your LinkedIn Content Hubs
  41. 41. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Bread is Dead, Be the Bacon 41
  42. 42. ©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 42
  43. 43. ©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 43
  44. 44. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Repurpose Content 44
  45. 45. ©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. 45
  46. 46. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Influencer Content 46
  47. 47. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Empowering Advocates 47
  48. 48. ©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. 48
  49. 49. ©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 49
  50. 50. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  51. 51. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 51
  52. 52. ©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” 52
  53. 53. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg eBooks Blogs: 53
  54. 54. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 54 infographics
  55. 55. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 55 The Webinar Physical Book
  56. 56. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 56 Take it Global
  57. 57. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 57 • 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
  58. 58. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm 58 Get the Guide!
  59. 59. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg It’s up to marketers to deliver a better content experience
  60. 60. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg I Love You All. Goodnight! Now go create some bloody good content!

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