What Content to Publish on LinkedIn to Drive Engagement

1. 47% of B2B companies
actively use LinkedIn
SOURCE: InsideView, http://goo.gl/3KfyD

2. 53% of LinkedIn users join
10 or more groups.
SOURCE: Power Formula, http://goo.gl/kT79v

3. 3
+2 new members join
LinkedIn every second.
SOURCE: COMSCORE

4. 4
There are 7,610 searches on
LinkedIn per minute.
SOURCE: Social Jumpstart, http://goo.gl/XULtC

5. 5
#MasterLinkedIn
How to Master
LINKEDIN
for Marketing
Session 3: What Content to Publish on
LinkedIn to Drive Engagement

6. 6
Your Presenters:
Rebecca Corliss
Inbound Marketing Manager
@HubSpot
Lana Khavinson
Senior Product Marketing Manager
@LinkedIn

7. Quick LinkedIn Review
Content that Works Best
How to Post Content to Drive ROI
Testing Your Content
1
2
3
4
Agenda:
Measuring Your Success5
7

8. QUICK
LINKEDIN
REVIEW

9. Engaged Business-focused Audience
9

10. Many Marketing Channels Within LinkedIn
10
Company Pages
LinkedIn Groups
LinkedIn Ads
1
2
3

11. Goals of Using LinkedIn
11
Grow Reach
1

12. Goals of Using LinkedIn
12
Increase
Company
Engagement
2

13. Goals of Using LinkedIn
13
Generate
Website
Traffic
3

14. Goals of Using LinkedIn
14
Generate
Leads &
Customers
4

15. 15
What Drives All
Those Results? ?

16. 16
CONTENT

17. CONTENT
THAT 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 POST
CONTENT TO
DRIVE ROI

26. Have Landing Pages Set Up On Your Site
26

27. Page
Update
FormLanding
Page
Lead
Like CTABlog
Post
Landing
Page
Group
Discussion CTAProduct
Page
Landing
Page
How Content Drives Leads

28. Contribute Content Regularly
28
Post once a day.
GOAL:

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. TESTING
YOUR
CONTENT

33. Testing Helps Increase Effectiveness
33

34. Test Content Type
34

35. Test Language
35
1
2
3
Tone of Voice
Using Questions
Using Facts
4 Provide Directions

36. Test Timing & Frequency
36
What Are the DAYS
AND TIMES When
Your Community Is
Most Engaged?

37. Test Ad Variations
37

38. MEASURE
YOUR
SUCCESS

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 Engine
Optimization
Blogging &
Social Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
Management

47. 47
THANK
YOU.