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TO CONTENT MARKETING ON LINKEDIN
LIVE WEBCAST: YOUR
8/3/2016
11:00am PT | 2:00pm ET
Alex Rynne
Associate 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
OVERVIEW:
• Why should you have a LinkedIn
Marketing plan?
• 4 Planning Basics to Set You Up
for Content Marketing Success
• 5 Opportunities for the Taking
• LinkedIn Company
& Showcase Pages
• LinkedIn SlideShare
• Publishing on LinkedIn
• LinkedIn Sponsored Content
& Direct Sponsored Content
• Your 1-Page Printable Plan
• Additional Resources
#LinkedInMktg
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
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
“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
5 LinkedIn Content Marketing Opportunities
for the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Content & Direct
Sponsored Content
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
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
LINKEDIN COMPANY & SHOWCASE PAGES
WHAT TO SHARE
Hire, Market, and Sell Better Using LinkedIn
Elevate’s New Features: http://blt.ly/1MOluYh
#MondayMotivation from the late and great Henry Ford 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
Introducing our latest Lynda.com course: Up
and running with LinkedIn Lead Accelerator:
http://blt.ly/FLGuzs
#LinkedInMktg
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
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
LINKEDIN SLIDESHARE
70 million monthly unique visitors
13,000 new pieces of content added daily
#LinkedInMktg
LINKEDIN SLIDESHARE
WHAT TO SHARE
#LinkedInMktg
LINKEDIN SLIDESHARE
MEETING YOUR OBJECTIVES
Lead Generation SEO
Brand Awareness &
Thought Leadership
#LinkedInMktg
• Inquiries and leads
• Demographics of your
readers and followers
• Linkbacks
KEY METRICS
• Keyword rankings
• Views
• Actions (Downloads,
Likes & Embeds)
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
LINKEDIN SLIDESHARE DASHBOARD
LINKEDIN SLIDESHARE DASHBOARD
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
PUBLISHING ON LINKEDIN
WHAT TO SHARE
#LinkedInMktg
PUBLISHING ON LINKEDIN
MEETING YOUR OBJECTIVES
Thought Leadership
#LinkedInMktg
KEY METRICS
• Post Views & Profile Views
• Demographics of Your Readers
• Likes, Comments & Shares
PUBLISHING ON LINKEDIN
ACTION ITEMS
 Publish whenever you
feel passionate
 Recommended: Bi-weekly
or once a month
#LinkedInMktg
LINKEDIN SPONSORED CONTENT
Deliver rich content in the LinkedIn
feed across all the devices
#LinkedInMktg
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
Deliver the right content
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
insignts 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
+571% clicks
+490% impressions
DIRECT SPONSORED CONTENT
ALWAYS BE TESTING
SPONSORED CONTENT
BEST PRACTICES
Visual is the new headline1
Keep it short & sweet2
Snackable stats work wonders3
Variety is the spice of life4
Market to Who Matters:
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
LINKEDIN SPONSORED CONTENT
& DIRECT SPONSORED CONTENT
MEETING YOUR OBJECTIVES
Brand Awareness
Thought Leadership
Lead Generation
#LinkedInMktg
KEY METRICS
• Engagement Rate
• Impressions
• Company or Showcase Page Followers
• Inquires or Marketing Qualified Leads Generated from the Update
LINKEDIN SPONSORED CONTENT
& DIRECT SPONSORED CONTENT
ACTION ITEMS
 Select a Compelling Visual
 Run 2-4 Sponsored Contents 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
HOW THE LINKEDIN MARKETING SOLUTIONS TEAM DOES IT
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
CARVE UP THE TURKEY
#LinkedInMktg
EXAMPLE: PROMOTING THE TACTICAL PLAN
LANDING PAGE
LINKEDIN SHOWCASE PAGE
BLOG POST TWITTER
MOBILE DOWNLOAD
EXAMPLE: The Sophisticated Content Marketer’s Guide to LinkedIn
EXAMPLE: PROMOTING THE TACTICAL PLAN
BLOG POST GLOBAL INFOGRAPHIC
PHYSICAL BOOK
WEBINARS
#LinkedInMktg
DON’T DO SOCIALCAMPAIGNS,
MAKE EVERY CAMPAIGN SOCIAL.
QUESTIONS?

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Live Webinar: Your Tactical Plan to Content Marketing on LinkedIn

  • 1. TO CONTENT MARKETING ON LINKEDIN LIVE WEBCAST: YOUR 8/3/2016 11:00am PT | 2:00pm ET
  • 2. Alex Rynne Associate 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 • 5 Opportunities for the Taking • LinkedIn Company & Showcase Pages • LinkedIn SlideShare • Publishing on LinkedIn • LinkedIn Sponsored Content & Direct Sponsored Content • Your 1-Page Printable Plan • Additional Resources #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. 5 LinkedIn Content Marketing Opportunities for the Taking LinkedIn Company & Showcase Pages LinkedIn SlideShare Publishing on LinkedIn LinkedIn Sponsored Content & Direct Sponsored Content
  • 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 Hire, Market, and Sell Better Using LinkedIn Elevate’s New Features: http://blt.ly/1MOluYh #MondayMotivation from the late and great Henry Ford 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 Introducing our latest Lynda.com course: Up and running with LinkedIn Lead Accelerator: http://blt.ly/FLGuzs #LinkedInMktg
  • 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 13,000 new pieces of content added daily #LinkedInMktg
  • 14. LINKEDIN SLIDESHARE WHAT TO SHARE #LinkedInMktg
  • 15. LINKEDIN SLIDESHARE MEETING YOUR OBJECTIVES Lead Generation SEO Brand Awareness & Thought Leadership #LinkedInMktg • Inquiries and leads • Demographics of your readers and followers • Linkbacks KEY METRICS • Keyword rankings • Views • Actions (Downloads, Likes & Embeds)
  • 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
  • 19. 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
  • 20. PUBLISHING ON LINKEDIN WHAT TO SHARE #LinkedInMktg
  • 21. PUBLISHING ON LINKEDIN MEETING YOUR OBJECTIVES Thought Leadership #LinkedInMktg KEY METRICS • Post Views & Profile Views • Demographics of Your Readers • Likes, Comments & Shares
  • 22. PUBLISHING ON LINKEDIN ACTION ITEMS  Publish whenever you feel passionate  Recommended: Bi-weekly or once a month #LinkedInMktg
  • 23. LINKEDIN SPONSORED CONTENT Deliver rich content in the LinkedIn feed across all the devices #LinkedInMktg
  • 24. 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
  • 25. Deliver the right content 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 insignts 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
  • 26. +571% clicks +490% impressions DIRECT SPONSORED CONTENT ALWAYS BE TESTING
  • 27. SPONSORED CONTENT BEST PRACTICES Visual is the new headline1 Keep it short & sweet2 Snackable stats work wonders3 Variety is the spice of life4
  • 28. Market to Who Matters: 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
  • 29. LINKEDIN SPONSORED CONTENT & DIRECT SPONSORED CONTENT MEETING YOUR OBJECTIVES Brand Awareness Thought Leadership Lead Generation #LinkedInMktg KEY METRICS • Engagement Rate • Impressions • Company or Showcase Page Followers • Inquires or Marketing Qualified Leads Generated from the Update
  • 30. LINKEDIN SPONSORED CONTENT & DIRECT SPONSORED CONTENT ACTION ITEMS  Select a Compelling Visual  Run 2-4 Sponsored Contents 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
  • 31. HOW THE LINKEDIN MARKETING SOLUTIONS TEAM DOES IT
  • 32. 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
  • 33. CARVE UP THE TURKEY #LinkedInMktg
  • 34. EXAMPLE: PROMOTING THE TACTICAL PLAN LANDING PAGE LINKEDIN SHOWCASE PAGE BLOG POST TWITTER MOBILE DOWNLOAD
  • 35. EXAMPLE: The Sophisticated Content Marketer’s Guide to LinkedIn EXAMPLE: PROMOTING THE TACTICAL PLAN BLOG POST GLOBAL INFOGRAPHIC PHYSICAL BOOK WEBINARS
  • 37.

Editor's Notes

  1. 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