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How to Create a Content Marketing Tactical Plan for LinkedIn
The document outlines LinkedIn's marketing opportunities, emphasizing its value for B2B marketing with 80% of leads coming from the platform. It highlights effective strategies for engaging professionals through company pages, sponsored content, and Slideshare to drive brand awareness and lead generation. Additionally, it offers action items and key metrics to measure the success of content marketing on LinkedIn.
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How to Create a Content Marketing Tactical Plan for LinkedIn
- 2. #LinkedInMktg Associate Content MarketingManager LinkedIn Marketing Solutions Group Manager, Content Marketing and Social Media LinkedIn Marketing Solutions Jason Miller Alex Rynne
- 3. FOR THE FIRSTTIMEIN THEHISTORYOF MEDIA YOU CAN ENGAGE WITHTHE WORLD’S PROFESSIONALS IN ONE PLACE
- 4. OUR DIGITAL LIVESCONVERGE ON VERY FEW BIG DESTINATIONS
- 5. 61M senior-level influencers 40M decision makers 10.7M opinion leaders 6.8M C-levelexecs 22.8M Mass Affluent 4.1M IT decision makers 414Mprofessionals are on LinkedIn THE LARGEST GLOBAL COMMUNITY OF PROFESSIONALS 3.1M marketers
- 6. PROFESSIONALS ENGAGE WITH PURPOSE– AND WITH CONTENT 9 billion content impressions / week 15X content vs job postings in the feed 57% mobile
- 7. #LinkedInMktg#LinkedInMktg PEOPLE SPEND TIMEON OTHER SOCIALNETWORKS, BUT THEY INVEST TIME ON LINKEDIN.
- 8. #LinkedInMktg 79% Of B2Bmarketers believe social media is an effective marketing channel 80% Of B2B leads come from LinkedIn 43% According to HubSpot, 43%of marketers say that they have sourced a customer from LinkedIn
- 9. #LinkedInMktg 4 LINKEDIN CONTENTMARKETING OPPORTUNITIES FOR THE TAKING LinkedIn Company & Showcase Pages LinkedIn SlideShare LinkedIn Sponsored Content & Direct Sponsored Content Publishing on LinkedIn
- 10. #LinkedInMktg IDENTITY Your company’s profileto the world’s professionals NETWORK Connect professionals and your employees to drive economic opportunity KNOWLEDGE Share content & opportunities to make professionals more productive & successful ESTABLISH YOUR COMPANY’S IDENTITY BUILD RELATIONSHIPS WITH THE WORLD’S PROFESSIONALS
- 11. #LinkedInMktg HIGHLIGHT YOUR INDIVIDUALBRANDS WITH SHOWCASE PAGES LINKEDIN COMPANY & SHOWCASE PAGES • Allow LinkedIn members to follow the aspects of your business they’re interested in • Create a dedicated page for aspects of your business with their own messages and audience to share with • Share focused content to build a relationship with a specific audience
- 12. #LinkedInMktg Hire, Market, andSell Better Using LinkedIn Elevate’s New Features: http://blt.ly/1MOluYh For a daily dose of inspiration for marketers, by marketers, subscribe to our blog: http://bit.ly/1hu3cBm If you need a daily playbook for successful content marketing on LinkedIn, this webinar is for you: http://blt.ly/1N8Wu02 What Effective B2B Content Marketing Looks Like: http://blt.ly/1JC0ijA 55 Quotes to Inspire Content Marketing Greatness: http://bit.ly/22XeEYv LINKEDIN COMPANY & SHOWCASE PAGES WHAT TO SHARE
- 13. #LinkedInMktg LINKEDIN COMPANY &SHOWCASE PAGES • Page Followers • Post Clicks • Engagement KEY METRICS • Comments • Inquiries and Leads • Event Registrants Brand Awareness Lead Generation Thought Leadership Event Registration MEETING YOUR OBJECTIVES
- 14. #LinkedInMktg LINKEDIN COMPANY &SHOWCASE PAGES ACTION ITEMS • Post 3-4x a day • Engage with and respond to followers’ comments • Change header image every 6 months
- 15. #LinkedInMktg 70 million monthlyunique visitors 13,000 new pieces of content added daily Among the 100 most visited websites in the world 400,000new presentations each month. LINKEDIN SLIDESHARE
- 16.
- 18. #LinkedInMktg LINKEDIN SLIDESHARE MEETING YOUROBJECTIVES Lead Generation Brand Awareness & Thought Leadership SEO • Inquiries and leads • Demographics of your readers and followers • Linkbacks KEY METRICS • Keyword rankings • Views • Actions (Downloads, Likes & Embeds)
- 20.
- 21.
- 22. #LinkedInMktg Upload newcontent weekly Highlight decks on profile page Group content into playlists Add lead forms Leverage the clipping tool Easy way to add interactive content to your strategy ACTION ITEMS LINKEDIN SLIDESHARE
- 23. #LinkedInMktg PUBLISHING ON LINKEDIN Ourover 1 million unique publishers publish more than 130,000posts a week on LinkedIn. 1+ Million About 45%of readers are in the upper ranks of their industries: managers, VPs, CEOs, etc. 45% #LinkedInMktg
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- 25. #LinkedInMktg PUBLISHING ON LINKEDIN •Post Views & Profile Views • Demographics of Your Readers • Likes, Comments & Shares KEY METRICS Thought Leadership MEETING YOUR OBJECTIVES
- 26. #LinkedInMktg Publish wheneveryou feel passionate Recommended: Bi-weekly or once a month ACTION ITEMS PUBLISHING ON LINKEDIN
- 27. #LinkedInMktg ORGANIC IS GOOD.PAID IS BETTER.
- 28. #LinkedInMktg Deliver rich contentin the LinkedIn feed across all the devices LINKEDIN SPONSORED CONTENT
- 29. #LinkedInMktg With Direct SponsoredContent, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control LINKEDIN DIRECT SPONSORED CONTENT
- 30. #LinkedInMktg Deliver the rightcontent to the right people and boost quality leads on LinkedIn: http://bit.ly/1TEY7Fl Advertising today is a whole new playing field. Get ahead in the game with The Little Big Book of LinkedIn Advertising: http://bit.ly/1hlyOlx Tune in as industry leaders discuss practical insights on how academic institutions can best leverage LinkedIn: http://bit.ly/1BifEqw Are you ready to provide the first (and best) solution to suit your prospects’ needs? http://bit.ly/1BifEqw LINKEDIN SPONSORED CONTENT WHAT TO SHARE
- 31. +571% clicks +490% impressions DIRECTSPONSORED CONTENT ALWAYS BE TESTING
- 32. #LinkedInMktg SPONSORED CONTENT BEST PRACTICES Visualis the new headline1 Keep it short & sweet2 Snackable stats work wonders3 Variety is the spice of life4 Don’t hyper-target5
- 33. Market to WhoMatters: GET TO THE RIGHT PROFESSIONAL AUDIENCES Rich demographic data Job Function, Seniority, Company Name, Geo, Industry Interest-based targeting Group Membership, Skills, Companies Followed Persona targeting Job Searchers, Opinion Leaders, Mass Affluent, Business Travelers Your own audience data Target Account Lists
- 34. #LinkedInMktg LINKEDIN SPONSORED CONTENT& DIRECT SPONSORED CONTENT • Engagement Rate • Impressions • Company or Showcase Page Followers • Inquires or Marketing Qualified Leads Generated from the Update KEY METRICS MEETING YOUR OBJECTIVES Brand Awareness Thought Leadership Lead Generation
- 35. #LinkedInMktg ACTION ITEMS Selecta 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 LINKEDIN SPONSORED CONTENT & DIRECT SPONSORED CONTENT
- 36. #LinkedInMktg BEST IN CLASSEXAMPLES FROM BRANDS WE LOVE LINKEDIN SPONSORED CONTENT
- 37. #LinkedInMktg BEST IN CLASSEXAMPLES FROM BRANDS WE LOVE LINKEDIN SPONSORED CONTENT
- 38. #LinkedInMktg BEST IN CLASSEXAMPLES FROM BRANDS WE LOVE LINKEDIN SPONSORED CONTENT
- 39. #LinkedInMktg BEST IN CLASSEXAMPLES FROM BRANDS WE LOVE LINKEDIN SPONSORED CONTENT
- 40. #LinkedInMktg BEST IN CLASSEXAMPLES FROM BRANDS WE LOVE SLIDESHARE
- 41. #LinkedInMktg BEST IN CLASSEXAMPLES FROM BRANDS WE LOVE SLIDESHARE
- 42. #LinkedInMktg BEST IN CLASSEXAMPLES FROM BRANDS WE LOVE SLIDESHARE
- 43. #LinkedInMktg BEST IN CLASSEXAMPLES FROM BRANDS WE LOVE PUBLISHING
- 44. #LinkedInMktg BEST IN CLASSEXAMPLES FROM BRANDS WE LOVE PUBLISHING
- 45. #LinkedInMktg ONE BRAND WHODOES ITALL.
- 46. #LinkedInMktg BEST IN CLASSEXAMPLES FROM BRANDS WE LOVE
- 47. HOW THE LINKEDINMARKETING SOLUTIONS TEAM DOES IT
- 48. #LinkedInMktg LEVERAGE THE LINKEDINECOSYSTEM 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
- 49. #LinkedInMktg CARVE UP THETURKEY #LinkedInMktg
- 50. #LinkedInMktg EXAMPLE: PROMOTING THETACTICAL PLAN LANDING PAGE LINKEDIN SHOWCASE PAGE BLOG POST TWITTER MOBILE DOWNLOAD
- 51. #LinkedInMktg EXAMPLE: The SophisticatedContent Marketer’s Guide to LinkedIn EXAMPLE: PROMOTING THE TACTICAL PLAN BLOG POST GLOBAL INFOGRAPHIC PHYSICAL BOOK WEBINARS
- 52. #LinkedInMktg#LinkedInMktg DON’T DO SOCIALCAMPAIGNS, MAKEEVERY CAMPAIGN SOCIAL.
- 53.
- 54. #LinkedInMktg Take your LinkedInContent Marketing Plan from theory to enlightened practice. Come to Booth #16 DOWNLOAD THE LINKEDIN CONTENT MARKETING TACTICAL PLAN
- 55.
- 57.
Editor's Notes
- #4 LinkedIn presents a really unique opportunity for brands. It’s the first time in the history of media you can engage with the world’s professionals in one place. With LinkedIn, you’re targeting a quality audience in a professional context. And, you can engage them in a very meaningful way: by sharing valuable content through products tailored to how professionals engage. By doing so, you become part of your audience’s conversations and education on the platform.
- #5 Why are the world’s professionals now gathering in this one place, on LinkedIn? Because the people you’re looking to market to are just like you and me. We’re all searching for the right destinations to find the best information, and there are actually fewer places where we’re gathering in large numbers. Think Amazon for buying stuff, Google (and Baidu) for finding information across the web, FB (and QQ) for connecting with friends/family, YouTube for watching videos
- #6 So, LinkedIn is where by far the largest number of professionals gather to stay connected and informed, advance their career and work smarter. Over 414 million professionals are on LinkedIn. These are the decision makers, influencers, the leaders of today and tomorrow -- the people you want to target, all in one place. On LinkedIn, we have [make these stats more powerful by making them relative]: 61 million senior-level influencers 40 millions decision makers 10.7 million opinion leaders 6.8 million C-level execs 3 million MBA graduates 22.8M Mass Affluent (Chec 6.3M Small Business Owners plus 1 customizable vertical-specific slides (e.g., 4.1 million IT decision makers) [update stats at go/audienceanalyzer]:
- #7 Professionals are not just coming to LinkedIn in huge numbers, they’re engaging with a unique purpose. They’re coming specifically to connect to their networks, brands and opportunities by engaging with high quality content across the LinkedIn platform. This is a very different mindset and intent from other social media platforms, driven by our members’ professional aspirations. And this mindset has led to the incredible growth of content on the LI platform: 9 billion content impressions every week (content impressions in the feed = 1) articles 2) rich media - photos, videos 3) activity of other members such as likes & comments e.g., “your connection commented on this” 4) ‘Other’ which is a lot of smaller categories like a) the content generated by members themselves - status updates, profile updates, etc. b) posts/discussions in groups c) job changes - e.g. "so and so has changed jobs, congratulate them!” d) member anniversaries, etc. 9 billion weekly content impressions in the feed means there are 15X more content impressions vs job postings served in the feed each week And the majority of this engagement is mobile. More than 57% of the time, they’re accessing this LI content over their mobile device.
- #20 Video: http://www.slideshare.net/barryjfeldman/what-makes-content-meaningful
- #29 Replace images with Andrew’s example
- #34 With your specific end goal now in mind, our targeting is the core of what enables your success on LinkedIn. The authentic member-generated, first party data on LinkedIn is more accurate and highly differentiated in the market noise of audience data. We make it easy for you to segment and reach your audience by offering: Rich demographic data our members include in their LI profiles (Title, Company, Industry, Seniority, etc.) Interest based targeting (e.g., Group membership, skills, Companies followed, etc.) Persona targeting (Job Searchers, Opinion Leaders, Mass Affluent, Business Travelers, etc.) Integrating of Your 1st party audience data (e.g., targeted account lists to support ABM) to identify these high value audiences on LinkedIn