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Linksophisticatedwebinarslides22014 140220122339-phpapp01 (1)

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  • 1. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Marketing Solutions Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg
  • 2. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Feel free to Tweet along: #SophisticatedMKTG @jasonmillerca @LinkedInMKTG 2
  • 3. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 1 of every 3 Professionals on the Planet is on LinkedIn 3
  • 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. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 5 The Definitive Publishing Platform Professional
  • 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. ©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. ©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. ©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. ©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. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 11 Company Page: Who’s Doing it Right?
  • 12. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 12 Company Page: Who’s Doing it Right?
  • 13. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 13 Sponsored Updates: The Crown Jewel of Social Media Advertising
  • 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. ©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. ©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. ©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. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 18 LinkedIn Groups: Who’s Doing it Right?
  • 19. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 19 LinkedIn Groups: Who’s Doing it Right?
  • 20. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 20 Let’s Talk About Content…
  • 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. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 22
  • 23. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 23 Useful x Enjoyable x Inspired = Innovative Content Ann Handley’s Formula:
  • 24. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 24
  • 25. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 25 The visual is the new headline!
  • 26. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Visual Kicks Text’s A** 328,000 Views! Slideshare Channels Presentations 26
  • 27. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg First Page Results! Slideshare Channels Presentations 27
  • 28. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Slideshare is also a search engine Slideshare Channels Presentations 28
  • 29. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Meet the experts Slideshare Channels Presentations 29
  • 30. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg The Infographic is not Dead. Claiming that Something is Dead, is. 30
  • 31. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Integrate your presentations across multiple channels Slideshare Channels Presentations 31
  • 32. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 32 Ready, Aim, Target – A Frictionless Content Experience
  • 33. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg When we need that extra push…
  • 34. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 34 Bonus Lightning Round
  • 35. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 35 You may ask yourself, why didn’t I think of that?
  • 36. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 36 Promoting your event? Check…
  • 37. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg A Coupon Code Inside Your Slidedeck? I’ll Take It! 37
  • 38. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 38 A visual journey of FAQs? Genius.
  • 39. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 39 Clickable links inside your SlideShare deck, Boom!
  • 40. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Fueling your LinkedIn Content Hubs
  • 41. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Bread is Dead, Be the Bacon 41
  • 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. ©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. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Repurpose Content 44
  • 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. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Influencer Content 46
  • 47. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Empowering Advocates 47
  • 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. ©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. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  • 51. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 51
  • 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. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg eBooks Blogs: 53
  • 54. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 54 infographics
  • 55. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 55 The Webinar Physical Book
  • 56. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 56 Take it Global
  • 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. ©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. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg It’s up to marketers to deliver a better content experience
  • 60. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg I Love You All. Goodnight! Now go create some bloody good content!