welcome to the funnel
Post on 17-Oct-2014
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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Marketing Solutions
Welcome to the Funnel (We’ve Got Leads & Names)
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
@SlideShare
Jobs
Content
Jobs
Content
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
1 of every 3 professionals on the planet is LinkedIn
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
4
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Blog, e-books, research data, funny videos, curated lists, infographics, webinars
Thought leadership and enjoyable content to build brand, awareness, and desire
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports
Pricing, demos, services information, 3rd party reviews, customer case studies
Early Stage
Middle Stage
Late Stage
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
70% of the Buying Cycle is Already Complete Before
a Prospect is Ready to Talk to Sales.
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
You Better Have Content that Answers Their
Questions.
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 8
Content is STILL King
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Optimize
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Social Signals Influence SEO
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Claim Your Content with Google Authorship:
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Inbound + Outbound = Awesomeness
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Wait for it……
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
The Holy Grail of Social Media Advertising
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Ready, Aim, Target - A Frictionless Content Experience
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 17
• LinkedIn drove 400% more qualified
leads than any other paid lead
generation platform during the
campaign period.
• As a result of the brand exposure in the
LinkedIn feed, research confirmed that
U.S. marketing executives were 50%
more likely to agree that Adobe can
“shape the future of digital marketing.”
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
The 4-1-1 Rule
Do This Not This
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Short Forms Outperform Long Forms
Short (5) Conversion: 13.4%
Cost per: $31.24
Medium (7) Conversion: 12.0%
Cost per: $34.94
Long (9) Conversion: 10.0%
Cost per: $41.90
Content Fuel
Going Visual
Inspiration
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
LinkedIn Marketing Solutions Blog Content Calendar
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Tabasco
Raisin Bran
Chocolate
Cake
Raisin Bran
Spinach
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Washed Up? Who Says So? There’s Always Room for
a New Audience.
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Repurpose Content
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Influencer Content
25
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Empowering Advocates
26
Photo credit: Min-Chieh Chang
Going Visual
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The Visual is the New Headline
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Visual Kicks Texts A**
328,000
Views!
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Hell Yes! - First Page Results
30
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SlideShare is also a Search Engine
31
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Meet the Experts
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Clickable Links Inside your SlideShare Deck,
Boom!
33
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Integrate Your Presentations Across Multiple Channels
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
The Infographic is not Dead. Claiming that Something
is Dead, is.
35
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Bonus Lightning Round
36
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You May Ask Yourself, Why Didn’t I Think of That?
37
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 38
Promoting Your Event? Check…..
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A Coupon Code Inside Your Slidedeck? I’ll Take It!
39
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A Visual Journey of FAQs? Genius.
40
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Clickable Links Inside your SlideShare Deck,
Boom!
41
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
How do you know if your content strategy is working?
Increased
referral traffic
Social
Engagement Higher
quality leads
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 44
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Now go make some bloody good content!
I Love You All.
Goodnight!
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