HOW TO MASTER LINKEDIN FOR MARKETING -1 of 3- by Hubspot
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HOW TO MASTER LINKEDIN FOR MARKETING -1 of 3- by HubspotTRANSCRIPT
<p>47% of B2B companies actively use LinkedIn </p>
<p>SOURCE: InsideView, http://goo.gl/3KfyD </p>
<p>53% of LinkedIn users join 10 or more groups. </p>
<p>SOURCE: Power Formula, http://goo.gl/kT79v </p>
<p>3 </p>
<p>+2 new members join LinkedIn every second. </p>
<p>SOURCE: COMSCORE </p>
<p>4 </p>
<p>There are 7,610 searches on LinkedIn per minute. </p>
<p>SOURCE: Social Jumpstart, http://goo.gl/XULtC </p>
<p>5 </p>
<p>#MasterLinkedIn </p>
<p>How to Master </p>
<p>LINKEDIN for Marketing </p>
<p>Session 3: What Content to Publish on </p>
<p>LinkedIn to Drive Engagement </p>
<p>6 </p>
<p>Your Presenters: </p>
<p>Rebecca Corliss Inbound Marketing Manager @HubSpot </p>
<p>Lana Khavinson Senior Product Marketing Manager @LinkedIn </p>
<p>Quick LinkedIn Review </p>
<p>Content that Works Best </p>
<p>How to Post Content to Drive ROI </p>
<p>Testing Your Content </p>
<p>1 </p>
<p>2 </p>
<p>3 </p>
<p>4 </p>
<p>Agenda: </p>
<p>Measuring Your Success 5 7 </p>
<p>QUICK LINKEDIN REVIEW </p>
<p>Engaged Business-focused Audience </p>
<p>9 </p>
<p>Many Marketing Channels Within LinkedIn </p>
<p>10 </p>
<p>Company Pages </p>
<p>LinkedIn Groups </p>
<p>LinkedIn Ads </p>
<p>1 </p>
<p>2 </p>
<p>3 </p>
<p>Goals of Using LinkedIn </p>
<p>11 </p>
<p>Grow Reach </p>
<p>1 </p>
<p>Goals of Using LinkedIn </p>
<p>12 </p>
<p>Increase Company Engagement </p>
<p>2 </p>
<p>Goals of Using LinkedIn </p>
<p>13 </p>
<p>Generate Website Traffic </p>
<p>3 </p>
<p>Goals of Using LinkedIn </p>
<p>14 </p>
<p>Generate Leads & Customers </p>
<p>4 </p>
<p>15 </p>
<p>What Drives All </p>
<p>Those Results? ? </p>
<p>16 </p>
<p>CONTENT </p>
<p>CONTENT THAT WORKS </p>
<p>Start with Customers Questions </p>
<p>18 </p>
<p>? ? ? </p>
<p>? </p>
<p>Share Blog Articles </p>
<p>19 </p>
<p>Promote Webinar and Event Invitations </p>
<p>20 </p>
<p>Generate Intrigue with Discussion Questions </p>
<p>21 </p>
<p>Share Ebooks & White Papers </p>
<p>22 </p>
<p>Amplify and Target with LinkedIn Ads </p>
<p>23 </p>
<p>Tip: Be Helpful, not Promotional </p>
<p>24 </p>
<p>HOW TO POST CONTENT TO DRIVE ROI </p>
<p>Have Landing Pages Set Up On Your Site </p>
<p>26 </p>
<p>Page </p>
<p>Update Form Landing </p>
<p>Page Lead </p>
<p>Like CTA Blog Post </p>
<p>Landing </p>
<p>Page </p>
<p>Group </p>
<p>Discussion CTA Product Page </p>
<p>Landing </p>
<p>Page </p>
<p>How Content Drives Leads </p>
<p>Contribute Content Regularly </p>
<p>28 </p>
<p>Post once a day. GOAL: </p>
<p>Include Links to Resources on Your Page </p>
<p>29 </p>
<p>Include Links to Content within Discussions </p>
<p>30 </p>
<p>Encourage Engagement to Grow Reach </p>
<p>31 </p>
<p>TESTING YOUR CONTENT </p>
<p>Testing Helps Increase Effectiveness </p>
<p>33 </p>
<p>Test Content Type </p>
<p>34 </p>
<p>Test Language </p>
<p>35 </p>
<p>1 </p>
<p>2 </p>
<p>3 </p>
<p>Tone of Voice </p>
<p>Using Questions </p>
<p>Using Facts </p>
<p>4 Provide Directions </p>
<p>Test Timing & Frequency </p>
<p>36 </p>
<p>What Are the DAYS AND TIMES When Your Community Is Most Engaged? </p>
<p>Test Ad Variations </p>
<p>37 </p>
<p>MEASURE YOUR SUCCESS </p>
<p>Measure Reach and Follower Growth </p>
<p>39 </p>
<p>Measure Post Engagement & Clicks </p>
<p>40 </p>
<p>Evaluate Network Demographics </p>
<p>41 </p>
<p>Website Traffic Driven by LinkedIn </p>
<p>42 </p>
<p>Leads from LinkedIn </p>
<p>43 </p>
<p>Conversion Rate from Traffic to Leads </p>
<p>44 </p>
<p>Customers from LinkedIn </p>
<p>45 </p>
<p>Search Engine </p>
<p>Optimization </p>
<p>Blogging & </p>
<p>Social Media </p>
<p>Lead Generation </p>
<p>Email & </p>
<p>Automation </p>
<p>Marketing </p>
<p>Analytics </p>
<p>Lead </p>
<p>Management </p>
<p>47 </p>
<p>THANK YOU. </p>