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What Content to Publish on LinkedIn to Drive Engagement
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What Content to Publish on LinkedIn to Drive Engagement

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LinkedIn is 277% better for lead generation than other social networks. Wow! If your marketing runs on lead generation, you've got to be using LinkedIn to its fullest potential. …

LinkedIn is 277% better for lead generation than other social networks. Wow! If your marketing runs on lead generation, you've got to be using LinkedIn to its fullest potential.
You can access all three on-demand webinars by signing up below!: http://bit.ly/SbncI9
View our three-part series to learn how you can leverage LinkedIn to attract new leads for your business.


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  • 1. 47% of B2B companiesactively use LinkedInSOURCE: InsideView, http://goo.gl/3KfyD
  • 2. 53% of LinkedIn users join10 or more groups.SOURCE: Power Formula, http://goo.gl/kT79v
  • 3. +2 new members joinLinkedIn every second.SOURCE: COMSCORE 3
  • 4. There are 7,610 searches onLinkedIn per minute.SOURCE: Social Jumpstart, http://goo.gl/XULtC 4
  • 5. How to MasterLINKEDINfor MarketingSession 3: What Content to Publish onLinkedIn to Drive Engagement #MasterLinkedIn 5
  • 6. Your Presenters:Lana Khavinson Rebecca CorlissSenior Product Marketing Manager Inbound Marketing Manager@LinkedIn @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. QUICKLINKEDINREVIEW
  • 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 AllThose Results? ? 15
  • 16. CONTENT 16
  • 17. CONTENTTHAT 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 POSTCONTENT TODRIVE ROI
  • 26. Have Landing Pages Set Up On Your Site 26
  • 27. How Content Drives Leads Page Landing Update Page Form Lead Like Blog CTA Landing Post Page Group Product CTA Landing Discussion Page 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. TESTINGYOURCONTENT
  • 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. MEASUREYOURSUCCESS
  • 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 EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
  • 47. THANK YOU. 47