marketing profs b2b forum preso- face melting edition
TRANSCRIPT
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Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
Tactics and Strategies for Driving B2B Marketing Success Using LinkedIn
presents
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1 of every 3Professionalson the Planet ison LinkedIn
1/3
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Jobs
Content7XContent pages receive 7X the page views vs. job pages
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The Definitive Publishing Platform
Professional
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Not more content, more relevant content
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6
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Repurpose Content
CompanyPages SponsoredUpdates(Turn it up to
eleven!)
LinkedInGroups SlideShare
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3 WAYS TO CREATE YOUR BIG ROCK
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1Create the all-encompassing guide to whatever the hell conversation you want to own
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2The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together
Monday Tuesday Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
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3Flip your case studies on their heads—Turn your bottom funnel case
studies into a collection of “success stories”
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Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
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Repurpose, repurpose, then repurpose some more
Infographics
Blog Content
Physical Book
Mobile Download
SlideShares Influencer Blogs
WebinarsPodcasts
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Take it Global
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TurningYourContentIntoCompelling
Updates
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Youraudienceshouldalwaysbeatthecenterofyourcontent.ThisisaboutTHEM,notYOU
01Calloutyouraudience
02Usetheword“you”
03Explainwhat’sinitforthem
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Optimizing Content• Always ask, “Why would my audience read this?”
• Use concise and compelling intros and headlines
• Ask compelling questions to involve the target audience
• Include a clear call to action, regardless of the objective
• Make sure your landing pages are optimized for mobile traffic
Managing Updates• Plan your editorial calendar, but also react to
timely events
• Respond to comments regularly
• Consider keeping updates running through the weekend
• Test to see what works with your audience and then refine
Optimizing Visuals• Always include an image, presentation, or video
• Ensure the thumbnail is relevant for external links
Company Updates Content Best Practice Cheat Sheet
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When you need that extra push…
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Setupatestofdifferentupdatestoreachdifferentaudiences
SponsoredUpdate1:TargetedtoCMOs
Theseinsightscanhelpyoudrivetransformationalchangetoyourbusiness.
[link to white paper landing page with tracking tag 1]
SponsoredUpdate2:TargetedtoMarketingDirectors
NeedtodemonstratetheROIofyourmarketingefforts?Theseinsightscanhelp.
[link to white paper landing page with tracking tag 2]
SponsoredUpdate3:TargetedtoSocialMediaManagers
Socialmediamanagers:Gettheinsightsyouneedtodrivetheengagementyouwant.
[link to white paper landing page with tracking tag 3]
BigRockContent
Example:B2BMarketingcompanyXYZhasrecentlylaunchedanewpieceofresearchandispublishingupdatestoLinkedIntodrivemarketerstodownloadit.
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UsetargetingonLinkedIntodelivertherightmessagetotherightpersonattherighttime
ButbecarefulNOTtoover-target.
It’simportanttoreacheveryonewhocouldinfluenceabuyingdecision,socastawidenetandthenrefineyourtargetingpreferences.
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1. Driving Brand Awareness
2. Generating Quality Leads
3. Driving Event Registration
4. Expanding Thought Leadership
Sponsored Updates Achieve Business Goals in 4 Ways
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Sponsored Updates Who’s Doing it Right?
• LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
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Sponsored Updates:Who’s Doing it Right?
38% more leads than other social channels
65% lower cost per lead than other social channels
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Sponsored Updates:Who’s Doing it Right?
• 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.”
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Sponsored Updates:Who’s Doing it Right?
Don’t bury the lead. Concise intros (90-140 characters) are more likely to result in higherengagement.
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With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page
Personalize
Test
Control
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Personalize your message and offers to your target audience to boost your performance
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Test and optimize your reach to the right audience with the right message
66%higher CTR
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Sponsored InMails now reach members on mobile where they most often check their messages
Reach mobile users
>50% of inbox views on mobile
80% higher open rate on mobile
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MobileisAcceleratingContentConsumption
9pm6pm3pm12pm9am6am
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70% ofclicksfromSponsoredUpdateswillcomefrommobile.
Mostimportant,makesureyourlandingpageismobileresponsive—otherwiseyouarewastingleads
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The visual is the new headline!
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Research shows that a picture is really only worth 81.4 words,
on average.
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SlideShare is a Platform for Visual Content Marketing Thought
Leadership
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SlideShare for Lead Gen Kicks A**
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Visual Kicks Text’s A**
328,000Views!
Who’s Doing it Right?
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Cross-channel Integration
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Built in Lead Forms
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What Does Success Look Like?
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Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
For those about to Launch…..
FIRE!
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MQL
Turkey Slices (Non Gated)
Lead Capture
No Yes
RevenueSales
SDRSales Qualified?
BIG ROCK(Gated)
Nurture
No Yes
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The Results Out of the Gate
34%
32%
15%
9%
7%4%
EmailBlogInMailDirect/ SEOOtherDisplayAdWords 64%
7%
7%
7%
7%
4%2% 1% 1%
United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance
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48
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50
18,000% ROI
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SPONSORED CONTENT B2B MARKETING
Better targeting, relevance and measurement
The most effective platform for marketers to reach audiences, nurture prospects and acquire customers
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w
www.welcometothefunnel.com