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Marketing Profs B2B Forum Preso- Face Melting Edition


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Marketing Profs B2B Forum Preso- Face Melting Edition

  1. 1. Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg Tactics and Strategies for Driving B2B Marketing Success Using LinkedIn presents
  2. 2. 1 of every 3 Professionals on the Planet is on LinkedIn
  3. 3. Jobs Content Content pages receive 7X the page views vs. job pages
  4. 4. The Definitive Publishing Platform Professional
  5. 5. Not more content, more relevant content
  6. 6. 6
  7. 7. Repurpose Content Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare
  9. 9. 1 Create the all- encompassing guide to whatever the hell conversation you want to own
  10. 10. 2 The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together Monday Tuesday Wednesday Raisin Bran Spinach Roast Raisin Bran Spinach
  11. 11. 3 Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”
  12. 12. Download the Sophisticated Marketer’s Guide to LinkedIn:
  13. 13. Repurpose, repurpose, then repurpose some more Infographics Blog Content Physical Book Mobile Download SlideShares Influencer Blogs WebinarsPodcasts
  14. 14. Take it Global
  15. 15. Turning Your Content Into Compelling Updates
  16. 16. Your audience should always be at the center of your content. This is about THEM, not YOU 01 Call out your audience 02 Use the word “you” 03 Explain what’s in it for them
  17. 17. 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 • Make sure your landing pages are optimized for mobile traffic 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 Company Updates Content Best Practice Cheat Sheet
  18. 18. When you need that extra push…
  19. 19. Set up a test of different updates to reach different audiences Sponsored Update 1: Targeted to CMOs These insights can help you drive transformational change to your business. [link to white paper landing page with tracking tag 1] Sponsored Update 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. [link to white paper landing page with tracking tag 2] Sponsored Update 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. [link to white paper landing page with tracking tag 3] Big Rock Content Example: B2B Marketing company XYZ has recently launched a new piece of research and is publishing updates to LinkedIn to drive marketers to download it.
  20. 20. Use targeting on LinkedIn to deliver the right message to the right person at the right time But be careful NOT to over-target. It’s important to reach everyone who could influence a buying decision, so cast a wide net and then refine your targeting preferences.
  21. 21. 1. Driving Brand Awareness 2. Generating Quality Leads 3. Driving Event Registration 4. Expanding Thought Leadership Sponsored Updates Achieve Business Goals in 4 Ways
  22. 22. Sponsored Updates Who’s Doing it Right? • LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
  23. 23. Sponsored Updates: Who’s Doing it Right? 38% more leads than other social channels 65% lower cost per lead than other social channels
  24. 24. 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.”
  25. 25. Sponsored Updates: Who’s Doing it Right? Don’t bury the lead. Concise intros (90-140 characters) are more likely to result in higher engagement.
  26. 26. With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control
  27. 27. Personalize your message and offers to your target audience to boost your performance
  28. 28. Test and optimize your reach to the right audience with the right message 66%higher CTR
  29. 29. Sponsored InMails now reach members on mobile where they most often check their messages Reach mobile users >50% of inbox views on mobile 80% higher open rate on mobile
  30. 30. Mobile is Accelerating Content Consumption 9pm6pm3pm12pm9am6am
  31. 31. 70% of clicks from Sponsored Updates will come from mobile. Most important, make sure your landing page is mobile responsive— otherwise you are wasting leads
  32. 32. The visual is the new headline!
  33. 33. Research shows that a picture is really only worth 81.4 words, on average.
  34. 34. SlideShare is a Platform for Visual Content Marketing Thought Leadership
  35. 35. SlideShare for Lead Gen Kicks A**
  36. 36. Visual Kicks Text’s A** 328,000 Views! Who’s Doing it Right?
  37. 37. Cross-channel Integration
  38. 38. Built in Lead Forms
  39. 39. What Does Success Look Like?
  40. 40. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter For those about to Launch….. FIRE!
  41. 41. MQL Turkey Slices (Non Gated) Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
  42. 42. The Results Out of the Gate 34% 32% 15% 9% 6% 4% Email Blog InMail Direct/ SEO Other Display AdWords 64%7% 7% 7% 6% 4% 2% 1% 1% United States Netherlands India Canada Australia UK Germany New Zealand Singapore France
  43. 43. 48
  44. 44. 50 18,000% ROI
  45. 45. 51 SPONSORED CONTENT B2B MARKETING Better targeting, relevance and measurement The most effective platform for marketers to reach audiences, nurture prospects and acquire customers
  46. 46. w