80% of B2B leads come from LinkedIn. Are you missing out on the opportunity to get your brand in front of the 467 million professionals waiting to consume your content? We’ve put together a quick, tactical plan for driving ROI with LinkedIn content marketing tools, including Company Pages, LinkedIn SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Content, InMail, Text Ads and Conversion Tracking. We’ve tested and iterated for years – and now you're invited to hear from LinkedIn's Content Marketing Manager, Alexandra Rynne as she shares our insider tips. Learn how to create a simple content marketing plan to drive the most engagement on LinkedIn.

1. A daily playbook for successful content marketing on LinkedIn
LIVE WEBINAR: YOUR
4/5/2017
11:00am PST | 2pm PST

2. Alex Rynne
Content Marketing Manager,
LinkedIn Marketing Solutions
@amrynnie
BEFORE WE GET STARTED…
• Any questions? Send them via the Q&A feature
• Any shout-outs? Tweet them @LinkedInMktg
via #LinkedInMktg
• Is this presentation recorded? Of course!
#LinkedInMktg

3. OVERVIEW:
• Why should you have a LinkedIn
Marketing plan?
• 4 Planning Basics to Set You Up
for Content Marketing Success
• 6 Opportunities for the Taking
• LinkedIn Company
& Showcase Pages
• LinkedIn SlideShare
• Publishing on LinkedIn
• LinkedIn Sponsored Content
• LinkedIn Sponsored InMail
• LinkedIn Text Ads
• LinkedIn Conversion Tracking
• Your 1-Page Printable Plan
#LinkedInMktg

4. 79%
80%
43%
Of B2B marketers believe social media is
an effective marketing channel
Of B2B leads come from LinkedIn
According to HubSpot, 43% of marketers say that
they have sourced a customer from LinkedIn

5. 28%
Marketers with a documented strategy
are 4x more effective
Of Marketers have a documented
content marketing strategy
#MissedOpportunity
30% Of marketers feel their marketing
strategy is effective

6. “FAIL TO PLAN, PLAN TO FAIL”
• Delegate
• Follow brand guidelines
• Look beyond your team
to source content
• Build an editorial calendar
4 PLANNING BASICS TO SET YOU UP
FOR CONTENT MARKETING SUCCESS
#LinkedInMktg

7. 6 LinkedIn Content Marketing Opportunities
for the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Content & Direct
Sponsored Content
LinkedIn Sponsored InMail
LinkedIn Text Ads

8. ESTABLISH YOUR COMPANY’S IDENTITY AND BUILD
RELATIONSHIPS WITH THE WORLD’S PROFESSIONALS
#LinkedInMktg
IDENTITY
Your company’s profile to
the world’s professional
NETWORK
Connect professionals and
your employees to drive
economic opportunity
KNOWLEDGE
Share content & opportunities to
make professionals more productive
& successful

9. LINKEDIN COMPANY & SHOWCASE PAGES
Highlight your individual brands
with Showcase Pages
• Create a dedicated page for aspects of
your business with their own messages
and audience to share with
• Allow LinkedIn members to follow the
aspects of your business they’re
interested in
• Share focused content to build a
relationship with a specific audience
#LinkedInMktg

10. LINKEDIN COMPANY & SHOWCASE PAGES
WHAT TO SHARE
#LinkedInMktg
1 HR.
DAILY

11. LINKEDIN COMPANY
& SHOWCASE PAGES
MEETING YOUR OBJECTIVES
Brand Awareness
Lead Generation
Thought Leadership
Event Registration
#LinkedInMktg
• Page Followers
• Post Clicks
• Engagement
KEY METRICS
• Comments
• Inquiries and Leads
• Event Registrants

12. LINKEDIN COMPANY
& SHOWCASE PAGES
 Post 3-4x a day
 Engage with and respond
to followers’ comments
 Change header image
every 6 months
ACTION ITEMS
#LinkedInMktg

13. LINKEDIN SLIDESHARE
70 million monthly unique visitors
40,000 new pieces of content added monthly
#LinkedInMktg
Among the top 100 most-visited websites
in the world.

14. LINKEDIN SLIDESHARE
WHAT TO SHARE
#LinkedInMktg
30 MIN.
DAILY

15. LINKEDIN SLIDESHARE
MEETING YOUR OBJECTIVES
#LinkedInMktg
• Inquiries and leads
• Demographics of your
readers and followers
• Linkbacks
KEY METRICS
• Keyword rankings
• Views
• Actions (Downloads,
Likes & Embeds)
Lead Generation
Brand Awareness &
Thought Leadership
SEO

16. LINKEDIN SLIDESHARE
 Upload new content weekly
 Highlight decks on profile page
 Group content into playlists
 Add lead forms
 Leverage the clipping tool
ACTION ITEMS
#LinkedInMktg

17. PUBLISHING ON LINKEDIN
Our over 1 million unique publishers publish more
than 130,000 posts a week on LinkedIn.
45%
About 45% of readers are in the
upper ranks of their industries:
managers, VPs, CEOs, etc.
#LinkedInMktg

18. PUBLISHING ON LINKEDIN
WHAT TO SHARE
#LinkedInMktg
1 HR.
DAILY

19. PUBLISHING ON LINKEDIN
MEETING YOUR OBJECTIVES
Thought Leadership
#LinkedInMktg
KEY METRICS
• Post Views & Profile Views
• Demographics of Your Readers
• Likes, Comments & Shares

20. PUBLISHING ON LINKEDIN
ACTION ITEMS
 Publish whenever you
feel passionate
 Recommended: Bi-weekly
or once a month
#LinkedInMktg

21. LINKEDIN SPONSORED CONTENT
Deliver rich content in the LinkedIn
feed across all the devices
#LinkedInMktg

22. LINKEDIN SPONSORED CONTENT
WHAT TO SHARE
30 MIN.
DAILY

23. With Direct Sponsored Content, reach
your target audience directly in the feed
without publishing on your Company Page
LINKEDIN DIRECT SPONSORED CONTENT
#LinkedInMktg
Personalize
Test
Control

24. DIRECT SPONSORED CONTENT
Rich media saw 38%
higher CTR than
linkshare update.
ALWAYS BE TESTING

25. SPONSORED CONTENT
BEST PRACTICES
Visual is the new headline1
Keep it short & sweet2
Snackable stats work wonders3
Variety is the spice of life4

26. LINKEDIN SPONSORED CONTENT
& DIRECT SPONSORED CONTENT
MEETING YOUR OBJECTIVES
#LinkedInMktg
KEY METRICS
• Engagement Rate
• Impressions
• Company or Showcase Page Followers
• Inquires or Marketing Qualified Leads Generated from the Update
Brand Awareness
Thought Leadership
Lead Generation

27. LINKEDIN SPONSORED UPDATES
& DIRECT SPONSORED CONTENT
ACTION ITEMS
 Select a Compelling Visual
 Run 2-4 Sponsored Updates a Week
 Run for 3 weeks, then Test & Iterate
 Add URL Tracking Codes to Measure Post-Click
Actions (Site Visits & Conversions)
 Set Up Campaigns by Audience
 Shift Budget to the Audience with the Highest
Engagement Rate
#LinkedInMktg

28. LINKEDIN SPONSORED INMAIL
Send personalized messages to the people who
matter most to your business.
#LinkedInMktg

29. LINKEDIN SPONSORED INMAIL
WHAT TO SHARE
#LinkedInMktg
• Webinar and industry event invitations
• eBook launches
• Product one-sheets
• Program demos
• Infographics
• Blog subscription campaigns
1 HR.
WEEKLY

30. LINKEDIN SPONSORED INMAIL
MEETING YOUR OBJECTIVES
Brand Awareness
Program & Certification Enrollments
Lead Generation
#LinkedInMktg
KEY METRICS
• Open rate and click-through rate
• Inquiries and leads
• Event registrants driven directly from your Sponsored InMail
• Program applications and brochure downloads

31. ACTION ITEMS
 Keep copy under 1,000 characters
 Use a clear call to action with a 300x250 banner
 Choose a sender that’s credible to your audience
 Include member’s name in the greeting
 Include a body hyperlink early in the message
 Select a concise subject line
 Set up A/B tests to learn who resonates
#LinkedInMktg
LINKEDIN SPONSORED INMAIL

32. LINKEDIN TEXT ADS
Generate quality leads with an easy,
self-serve solution.
#LinkedInMktg

33. LINKEDIN TEXT ADS
WHAT TO SHARE
#LinkedInMktg
• eBook launches
• Product one-sheeters
• Webinar and industry event invitations
• Program demos and certification enrollment
• Infographics
• Blog subscription campaigns
30 MIN.
WEEKLY

34. Brand Awareness
Lead Generation
#LinkedInMktg
• Website traffic
• Leads/conversions
KEY METRICS
LINKEDIN TEXT ADS
MEETING YOUR OBJECTIVES

35. ACTION ITEMS
 Include a 50x50 image
 Use a strong call to action
 Use 2-3 active ad variations per campaign
 Speak directly to your audience in the ad copy
 Refresh ad copy every 1-3 months
 Link to a customized landing page
#LinkedInMktg
LINKEDIN TEXT ADS

36. LINKEDIN CONVERSION TRACKING
Measure & optimize the impact of your
LinkedIn Sponsored Content & Text Ads
#LinkedInMktg
Conversion tracking enables you
to measure:
• Leads
• Sign-ups
• Add to cart
• Installs
• Content downloads
• Purchases
• Page views

37. LINKEDIN CONVERSION TRACKING
1. Record every conversion on your site
2. Understand the ROI of your spend
3. Optimize your campaigns
With conversion tracking, you can:
#LinkedInMktg

38. HOW THE LINKEDIN MARKETING SOLUTIONS TEAM DOES IT

39. LEVERAGE THE LINKEDIN ECOSYSTEM
BRAND TOUCHPOINTS DISTRIBUTIONCONTENT
COMPANY PAGE
LEADERSHIP
PROFILES
EMPLOYEE
PROFILES
COMPANY UPDATES
(SPONSORED & ORGANIC)
INDIVIDUAL UPDATES
INDIVIDUAL POSTS
THE FEED
All content from owned properties is
distributed through the feed to company
followers and individual connections.
#LinkedInMktg

40. CARVE UP THE TURKEY
#LinkedInMktg

41. EXAMPLE: PROMOTING THE TACTICAL PLAN
LANDING PAGE
LINKEDIN SHOWCASE PAGE
BLOG POST TWITTER
MOBILE DOWNLOAD

42. EXAMPLE: The Sophisticated Content Marketer’s Guide to LinkedIn
EXAMPLE: PROMOTING THE TACTICAL PLAN
BLOG POST GLOBAL INFOGRAPHIC
PHYSICAL BOOK
WEBINARS

43. #LinkedInMktg
DON’T DO SOCIALCAMPAIGNS,
MAKE EVERY CAMPAIGN SOCIAL.

44. https://lnkd.in/printableplan

45. QUESTIONS?