live webinar: your tactical plan for content marketing on linkedin

Alex Rynne Associate Content Marketing Manager, LinkedIn Marketing Solutions

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!

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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 Updates & Direct Sponsored Content

•  LinkedIn Groups

•  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 Updates & Direct Sponsored Content

LinkedIn Groups

ESTASBLISH 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

ü  Post 3-4x a day

ü  Engage with and respond to followers’ comments

ü  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

ü  Upload new content weekly

ü  Highlight decks on profile page

ü  Group content into playlists

ü  Add lead forms

ü  Leverage the clipping tool

ACTION ITEMS

#LinkedInMktg

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

ü  Publish whenever you feel passionate

ü  Recommended: Bi-weekly or once a month

#LinkedInMktg

LINKEDIN SPONSORED UPDATES

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

LINKEDIN SPONSORED UPDATES & DIRECT SPONSORED CONTENT WHAT TO SHARE

LinkedIn Lead Accelerator empowers B2B marketers to effectively drive website conversions: http://bit.ly/1BifEqw

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

#LinkedInMktg

Are you ready to provide the first (and best) solution to suit your prospects’ needs? : h#p://bit.ly/1BifEqw

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#LinkedInMktg

LINKEDIN SPONSORED UPDATES & 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 UPDATES & DIRECT SPONSORED CONTENT

ACTION ITEMS

ü  Select a Compelling Visual

ü  Run 2-4 Sponsored Updates a Week

ü  Run for 3 weeks, then Test & Iterate

ü  Add URL Tracking Codes to Measure Post-Click Actions (Site Visits & Conversions)

ü  Set Up Campaigns by Audience

ü  Shift Budget to the Audience with the Highest Engagement Rate

#LinkedInMktg

LINKEDIN GROUPS

The perfect way to build an engaged community on the world’s largest professional platform

#LinkedInMktg

LINKEDIN GROUPS

WHAT TO SHARE

#LinkedInMktg

MEETING YOUR OBJECTIVES

LINKEDIN GROUPS

KEY METRICS

•  Number of Group Members

•  Number of Discussions

•  Quality of Conversations

•  Number of Profile Views

•  Number of New Connections

#LinkedInMktg

Thought Leadership

LINKEDIN GROUPS

ACTION ITEMS

ü  Create a group for your company & assign ownership & duties

ü  Ask for opinions & provide unique insights

ü  Keep your content focused

ü  Manage & monitor post submissions daily ü  Highlight top contributors

ü  Promote your group across social media channels for increased membership

ü  Join other relevant industry groups

ü  Initiate & participate in group discussions daily #LinkedInMktg

 Repurpose content like leftover Turkey

h"p://bit.ly/LI1PagePlan  

READY TO DRIVE MORE REVENUE ON LINKEDIN?

FOR THE OVERACHIVEVER IN YOU

15 Tips for Compelling Company Updated on LinkedIn

Lead Generation on SlideShare: A How-to Guide

Ultimate Playbook to Professional Publishing on LinkedIn

The Sophisticated Marketer’s Guide to LinkedIn

10 ways to Drive Killer Results with LinkedIn Sponsored Updates

Creating Your First Big Rock

QUESTIONS?