HOW TO MASTER LINKEDIN FOR MARKETING -1 of 3- by Hubspot

<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 &amp; 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 &amp; 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 &amp; 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 &amp; 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 &amp; </p> <p>Social Media </p> <p>Lead Generation </p> <p>Email &amp; </p> <p>Automation </p> <p>Marketing </p> <p>Analytics </p> <p>Lead </p> <p>Management </p> <p>47 </p> <p>THANK YOU. </p>