The Sophisticated Marketer's Guide to LinkedIn: The Webinar

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 ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 6

Target with Accuracy Using authentic data Who they are Who they know What they do Their profile Their connections Their behavior ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 7

Achieve your objectives With LinkedIn Generate Awareness Generate Traffic and Leads Target Drive Consideration & Preference Drive Advocacy Publish Extend Build Community ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 8

Company Page 5 steps to engaging followers on LinkedIn 1 Establish your presence 2 Attract followers 3 Engage followers 4 Amplify through the network 5 Analyze and refine ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 9

Sponsored Updates: Who’s Doing it Right? • LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 14

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.” ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 15

Sponsored Updates Content Best Practice Cheat Sheet Optimizing content Managing updates • Always ask, “why would my audience read this?” • Plan your editorial calendar, but also react to timely events • Use concise and compelling intros and headlines • Respond to comments regularly • Ask compelling questions to involve the target audience • Include a clear call to action, regardless of the objective • 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 ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 16

LinkedIn Groups: Who’s Doing it Right? Join the Conversation HubSpot now has more than 57,000 Followers for its Company Page 96,000 Followers for its Inbound Marketers Group ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 17

LinkedIn by the Numbers Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 21

The Blogging Food Groups Categories 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 ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 42

LinkedIn Marketing Solutions Blog Content Calendar Monday Tuesday Raisin Bran Spinach Roast ©2014 LinkedIn Corporation. All Rights Reserved. Wednesday Raisin Bran Spinach #sophisticatedmktg Thursday Friday Saturday Raisin Bran Chocolate Cake LinkedIn Marketing Solutions 43

Repurpose Activity 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. Choose your content Blogs How it would be used in a blog How it would be used in SlideShare Slide Presentation Infographics Content How it would be used in a webinar How it would be used in a video Webinars Videos How it would be used in a infographic ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 45

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. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 48

Creating a LinkedIn Content Calendar 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? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 49

Big Rock Content repurposed into “Turkey Slices” The Sophisticated Marketers Guide to LinkedIn Podcast: ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg SlideShare LinkedIn Marketing Solutions 52

Be Everywhere • • • • • • • • • • • Sponsored Updates Email InMail SlideShare Webinars Display Ads Influencer Outreach Guest Blogs Twitter LinkedIn Groups Sales Training ©2014 LinkedIn Corporation. All Rights Reserved. “I haven’t been everywhere yet, but it’s on my list.” #sophisticatedmktg LinkedIn Marketing Solutions 57