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The Sophisticated Marketer's Guide to LinkedIn: The Webinar
The document outlines LinkedIn's marketing solutions, emphasizing the platform's capability to target professionals effectively and drive meaningful engagement. It highlights the importance of relevant content publication, engagement strategies for company pages, and the efficacy of sponsored updates in lead generation. Additionally, it provides insights into content types, best practices for audience engagement, and the significance of repurposing content across various formats.
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The Sophisticated Marketer's Guide to LinkedIn: The Webinar
- 1. Marketing Solutions Jason Miller,Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
- 2. Feel free toTweet along: #SophisticatedMKTG @jasonmillerca @LinkedInMKTG ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 2
- 3. 1 of every3 Professionals on the Planet is on LinkedIn ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 3
- 4. 6X Content Content pages receive 6Xthe page views vs. job pages. Jobs ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 4
- 5. The Definitive Professional PublishingPlatform ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 5
- 6. Brands build relationships withthe world’s professionals by using accurate targeting to deliver relevant content Target Publish Extend Target with accuracy to reach a high quality audience Publish relevant content in a professional context Extend through social sharing and extend quality traffic and data to your sites ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 6
- 7. Target with Accuracy Usingauthentic data Who they are Who they know What they do Their profile Their connections Their behavior ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 7
- 8. Achieve your objectives WithLinkedIn Generate Awareness Generate Traffic and Leads Target Drive Consideration & Preference Drive Advocacy Publish Extend Build Community ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 8
- 9. Company Page 5 stepsto engaging followers on LinkedIn 1 Establish your presence 2 Attract followers 3 Engage followers 4 Amplify through the network 5 Analyze and refine ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 9
- 10. The only artI’ll ever study is stuff that I can steal from. - David Bowie ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
- 11. Company Page: Who’s Doingit Right? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 11
- 12. Company Page: Who’s Doingit Right? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 12
- 13. Sponsored Updates: The CrownJewel of Social Media Advertising ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 13
- 14. Sponsored Updates: Who’s Doingit Right? • LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 14
- 15. Sponsored Updates: Who’s Doingit 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.” ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 15
- 16. Sponsored Updates Content BestPractice Cheat Sheet Optimizing content Managing updates • Always ask, “why would my audience read this?” • Plan your editorial calendar, but also react to timely events • Use concise and compelling intros and headlines • Respond to comments regularly • Ask compelling questions to involve the target audience • Include a clear call to action, regardless of the objective • 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 ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 16
- 17. LinkedIn Groups: Who’s Doingit Right? Join the Conversation HubSpot now has more than 57,000 Followers for its Company Page 96,000 Followers for its Inbound Marketers Group ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 17
- 18. LinkedIn Groups: Who’s Doingit Right? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 18
- 19. LinkedIn Groups: Who’s Doingit Right? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 19
- 20. Let’s Talk AboutContent… ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 20
- 21. LinkedIn by theNumbers Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 21
- 22. ©2014 LinkedIn Corporation.All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 22
- 23. Ann Handley’s Formula: Usefulx Enjoyable x Inspired = Innovative Content ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 23
- 24. ©2014 LinkedIn Corporation.All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 24
- 25. The visual isthe new headline! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 25
- 26. Slideshare Channels Presentations Visual KicksText’s A** 328,000 Views! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 26
- 27. Slideshare Channels Presentations First PageResults! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 27
- 28. Slideshare Channels Presentations Slideshare isalso a search engine ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 28
- 29. Slideshare Channels Presentations Meet theexperts ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 29
- 30. The Infographic isnot Dead. Claiming that Something is Dead, is. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 30
- 31. Slideshare Channels Presentations Integrate yourpresentations across multiple channels ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 31
- 32. Ready, Aim, Target– A Frictionless Content Experience ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 32
- 33. When we needthat extra push… ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
- 34. Bonus Lightning Round ©2014LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 34
- 35. You may askyourself, why didn’t I think of that? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 35
- 36. Promoting your event?Check… ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 36
- 37. A Coupon CodeInside Your Slidedeck? I’ll Take It! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 37
- 38. A visual journeyof FAQs? Genius. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 38
- 39. Clickable links insideyour SlideShare deck, Boom! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 39
- 40. Fueling your LinkedIn ContentHubs ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
- 41. Bread is Dead,Be the Bacon ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 41
- 42. The Blogging Food GroupsCategories Blogging Food Groups Categories of Content Content Specifics Raisin Bran content: The basic, everyday content that you can dish out quickly How-to posts (e.g. SU videos) Sharing Influencer/ third-party posts Useful, relevant topics for marketers Repurposing of old content Spinach content: The stuff that’s good for you, even if it’s difficult to chew Thought leadership pieces Guest Topics/ Blog Posts Case Studies Roasts: The valuable, time-consuming projects that leave your guests begging for more Strategic research and analysis LI MKTG Trends POVs Big Rock content Chocolate cake content: Everyone wants a second piece of this sweet treat Light-hearted, easily-digestible content Cultural content (e.g. Day in the Life) Amusing videos, graphics, stories Tabasco* content: Sometimes you just need a little fire on the tongue Bold statements with strong POV Thought leadership pieces Calculated and strategic ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 42
- 43. LinkedIn Marketing Solutions BlogContent Calendar Monday Tuesday Raisin Bran Spinach Roast ©2014 LinkedIn Corporation. All Rights Reserved. Wednesday Raisin Bran Spinach #sophisticatedmktg Thursday Friday Saturday Raisin Bran Chocolate Cake LinkedIn Marketing Solutions 43
- 44. Repurpose Content ©2014 LinkedInCorporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 44
- 45. Repurpose Activity Think ofa piece of content from the wheel to the right and how it could be repurposed into the other parts of the wheel. Choose your content Blogs How it would be used in a blog How it would be used in SlideShare Slide Presentation Infographics Content How it would be used in a webinar How it would be used in a video Webinars Videos How it would be used in a infographic ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 45
- 46. Influencer Content ©2014 LinkedInCorporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 46
- 47. Empowering Advocates ©2014 LinkedInCorporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 47
- 48. Washed Up? WhoSays So? Think of a piece of content from the wheel to the right and how it could be repurposed into the other parts of the wheel. ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 48
- 49. Creating a LinkedIn ContentCalendar Ask yourself: 1. What’s the cadence of main pillars? 2. What’s the cadence of sub-pillars? 3. Example post for each day - What type of post is it? - If photo, what type of image will it be? - Distribution: national or geo-targeted? - Distribution: Who will it be boosted to? ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 49
- 50. ©2014 LinkedIn Corporation.All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
- 51. ©2014 LinkedIn Corporation.All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 51
- 52. Big Rock Contentrepurposed into “Turkey Slices” The Sophisticated Marketers Guide to LinkedIn Podcast: ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg SlideShare LinkedIn Marketing Solutions 52
- 53. eBooks Blogs: ©2014 LinkedIn Corporation.All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 53
- 54. infographics ©2014 LinkedIn Corporation.All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 54
- 55. The Webinar Physical Book ©2014 LinkedInCorporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 55
- 56. Take it Global ©2014LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 56
- 57. Be Everywhere • • • • • • • • • • • Sponsored Updates Email InMail SlideShare Webinars DisplayAds Influencer Outreach Guest Blogs Twitter LinkedIn Groups Sales Training ©2014 LinkedIn Corporation. All Rights Reserved. “I haven’t been everywhere yet, but it’s on my list.” #sophisticatedmktg LinkedIn Marketing Solutions 57
- 58. Get the Guide! Downloadthe Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions 58
- 59. It’s up tomarketers to deliver a better content experience ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
- 60. Now go createsome bloody good content! I Love You All. Goodnight! ©2014 LinkedIn Corporation. All Rights Reserved. #sophisticatedmktg LinkedIn Marketing Solutions
Editor's Notes
- #14 38% of unique visitors access LinkedIn through a mobile device. Make it easy for your entire audience to engage by providing responsive landing pages with user-friendly lead forms.Posts with a link have 2x the engagement and a 55% higher rate of “likes”.People see the image before they read the introor the headline. Make sure its relevant and interesting. Avoid hypertargeting. Start by casting a wide net and use reporting tools and advanced targeting filters to refine and optimize your campaign
- #19 In just over 6 months the Content Marketing Academy Group has grown to the largest and most active (not to mention spam-free) content marketing focused group on LinkedIn. The group is now the largest content marketing-focused group on LinkedIn, averaging 267 new member per week, and, more importantly, about 10 to 20 quality discussions per week.
- #31 18K views on Slideshare alone, not counting the other places. Slideshare introduced new optimized viewing for Infographics.
- #34 It’s not just a content repository, it’s a content publishing platform. It’s an essential part to any strategy.