Leveraging Your Content on LinkedIn to Drive Leads [Webinar Deck]
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In this webinar, you will learn how LinkedIn can help you foster a community of clients and candidates, reach beyond your current follower base and differentiate your brand to drive new leads through content marketing.
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Leveraging Your Content on LinkedIn to Drive Leads [Webinar Deck]
- 1. Stephanie Wilbrandt & Jill Bockenstette Media & Marketing Solutions Consultants LinkedIn Drive leads through content marketing on LinkedIn
- 2. 2 v Ex-agency recruiter v 6 years at a global job board v Brand strategy, search marketing, email marketing, social media strategy v Today I help staffing & recruiting firms unlock opportunity on LinkedIn by getting their brand in front of the right members at the right time Stephanie Wilbrandt Media & Marketing Consultant LinkedIn | Chicago, IL Jill Bockenstette Media & Marketing Consultant LinkedIn | Chicago, IL v 8 years at a global job board and SAAS company working with both enterprise clients and staffing agencies v Well versed on recruiting landscape evolution v Today I help staffing & recruiting firms strategize ways to be an agency of choice by using highly scalable tools to reach new candidates and prospects
- 3. Topics we’re going to cover Game plan for the next 25 minutes Ø Value of content marketing Ø Creative ways to expand on your current posting strategy Ø Drive new leads with comprehensive targeting Ø Success stories
- 4. 4 Content Marketing: Producing information that engages your target audience to educate and convert Success in marketing today is not based solely on quantity; quality of engagement is essential.
- 5. 5
- 7. Companies who post at least 1 status update / week on LinkedIn…
- 8. Get 40% more views to their LinkedIn job postings, and 25% more apply clicks.
- 9. LinkedIn Members are nearly 50% more likely to purchase from a company that they follow
- 10. 10 Social media, social selling and content marketing is not just your job… Everyone in your business needs to be involved.
- 11. Knowledge Be the definitive professional publishing platform Network Connect all of the world’s professionals Identity Be the professional profile of record 11 Why are professionals on LinkedIn?
- 12. Got Content? 12
- 13. Advice & Industry Insights 13
- 14. Showcase Your Firm & Employees 14
- 16. 16 Events
- 17. Check out these resources 17 Where can you find great content to share?
- 18. Step 1: Use a targeting framework to define your content audience(s) 18 Now that you have followers, engage them Persona Professional Personal Behavioral Candidate Title Seniority Experience Skill Education Age Gender Location Active on mobile Time spent online Client Employee
- 19. Step 2: Develop a content calendar 19 Set yourself up for success Monday Tuesday Wednesday Thursday Friday Status Update We couldn’t be more excited to announce this... HOT JOB: Do you love to be challenged by your amazing peers and clients every day? Look no further for the perfect career move! Developing apps without being able to test changes to your code in real time is painful. Check out these tips on how to alleviate the pain. Calling all Stanford techies…We will be on your campus next week -- let’s talk about summer internships. Click this CheckIn link to pre- register. Friday fun: insert image of team lunch OR any catchy image found online OR interesting fun fact. Content Type Press release Job post link Blog post Event registration Image Target Audience Clients UX designers Engineers Students Everybody Publish Where LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook, Twitter LinkedIn, Facebook, Instagram, Pinterest Content Themes: Thought Leadership Talent Brand Company/product news Event promotion Just for fun
- 20. Next-Level Efforts with Sponsored Content
- 21. Narrow Down Your Audience 21 Targeting Sponsored Updates Company Updates Location ✔ ✔ Company Size, Industry ✔ ✔ Function, Seniority ✔ ✔ Company Name ✔ Job Title ✔ School ✔ Skills ✔ Group Membership ✔ Gender ✔ Age ✔ Negative targeting ✔
- 22. Sponsored Updates Best Practices 1. Always aim to target 100,000 members+ per campaign 2. Budget at least $500/campaign 3. Diversify your content
- 23. Scott Perks- President Client Success Story-UKonnex
- 24. UKonnex Campaign Examples - Increased visibility - Followers gained - New Leads
- 25. Take Aways 25 1. Content Marketing is here to stay 2. Content Updates come in all shapes and sizes 3. Taking your updates to the next level through Sponsored Updates. 4. Please take 60 seconds to give us feedback on today’s session.