content Marketing to Influence Buying Decisions on LinkedIn Marketing
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Oct 19, 2014
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4 Ways to Use Content Marketing to Influence Buying Decisions on LinkedIn
4 Ways to Use Content Marketing
#licontent
@BernieBorgesLinkedIn.com/In/BernieBorges
BernieBorges
Kristina Jaramillo
@B2BRadioShowLinkedIn.com/In/KristinaJaramillo
Here’s What We’ll Cover Today:
How LinkedIn has become a content channel and the opportunity it presents to B2B companies
How to integrate conversation based content marketing into your LinkedIn marketing strategy – We’ll show you real case studies and examples
Easy ways to add content to your LinkedIn profile so you can attract decision makers and influencers – You’ll learn the biggest LinkedIn profile mistakes that 98% of business leaders, small business owners and B2B marketers are making
What it means to be an influencer – and why most B2B companies are failing to influence buying decisions using LinkedIn
How LinkedIn Has Become a Content Channel and the Opportunity it Presents to
B2B Companies
Success…Successful B2B organizations are implementing at least13 different content marketing tactics.
http://www.slideshare.net/fullscreen/CMI/b2b-content-marketing-2014-benchmarks-budgets-trends-north-america-by-content-marketing-institute-and-marketingprofs/3
How many of these content marketing tactics did you integrate into your LinkedIn marketing strategy?
Now, the question is…
http://www.sparkinboundmarketing.com/blog/2011/09/content-marketing-b2b-buying-cycle/
Change Ahead…
”Analyst firm SiriusDecisions predicts that by 2015, morethan 75% of leads will be sourced through inbound channels.”
Eloqua Social Media Playbook
LinkedIn Keeps Their Inbound Content Engine Running at High Speed!
…According to Dell’s Digital Marketing Director at the 2013 B2B Digital Conference 2013 in New York
http://www.chiefmarketer.com/b2b/connect-with-b2b-buyers-before-theyre-too-far-down-the-funnel-13092012
Your Buyers Have the Power
…In fact, 70% of the buyingdecision is made before Speaking to a Sales Exec.
How to Integrate Conversation-Based Content Marketing Into Your
LinkedIn Marketing Strategy.
When your prospects are self-nurturing & looking for information to solve a specific challenge, you want them in YOUR eco-system.
Reach Prospects Before They Need You…
Case Study #1
AT&T gains $47M through a blog-centered social sales strategy
18MonthsLater
Profile Makeover to Showcase Thought Leadership
Relevant LinkedIn Discussions Targeted LinkedIn Lead Generation
Emails Provocative Blog Content Educational Videos Slideshare Presentations Follow Up LinkedIn Strategy & Ongoing
PromotionThought Leadership Education
MPi gains 20% increase in webinar registrations
Case Study #2
B2B video content marketing firm re-attracts previous client & submits $36K proposal
Case Study #3
Demonstrate thought leadership with Slideshare content
Repurpose existing content into Slideshare format
Drag and drop editing on your profile
Case Study #4 Todd Wheatland writes the book on Slideshare integration
Demonstrate thought leadership with Slideshare content
Repurpose existing content into Slideshare format
Drag and drop editing on your profile
Case Study #5 Joe Chernov wins awards for thought leadership
90 New Connections + 30 New Group Members
Increased Credibility
Increased Exposure
Ongoing Exposure
Case Study #6How I mixed PR, Content Marketing, & LinkedIn
Using LinkedIn to Find & Connect w/ Influencers
Through LinkedIn Discussions We Built Awareness to Get 1000+ Downloads Within 1 Week
Through Our Community, We Were Able to Strengthen Relationships & Show Our Value Leading to…
4 New White Label Partners
Case Study #6 continuedHow I used my radio show with LinkedIn to attract new clients & partners
Easy Ways to Add Content to Your LinkedIn Profile to Attract
Decision-Makers and Influencers
Most B2B marketers’ LinkedIn profiles are resume-based rather than Results and case-study-driven featuring accomplishments & results
Your LinkedIn Profile is a Marketing Tool
A Content Marketing Institute Study shows that 64% of B2B marketers rate case studies as the most effective content marketing tactic! So we need to add it to our LinkedIn Profiles!
Case Studies Tell Your Story
http://www.slideshare.net/fullscreen/CMI/b2b-content-marketing-2014-benchmarks-budgets-trends-north-america-by-content-marketing-institute-and-marketingprofs/3
Show Decision Makers Why They Needto Connect with You
Clickable Link to Landing Page from
Profile
Notice the story-telling elements in this snapshot – and the rest of
Randy Kobat’s LinkedIn profile
Do You See the Difference?Compare Your Resume-Based Profile to to Randy’s Case Study-Driven Profile
Profile views increased by 400% when this one phrase was added!
Another Great Example…
…More ways WebAttract CEO, Mike Agron, attracted decision makers and gained more downloads through his LinkedIn profile…
2. Use of Videos to Support the Content Offered in Profile
1. Use of Case Studies
3. Content Relevant to Specific Audiences
Chris Goward from WiderFunnel.com drives prospects from his LinkedIn Profile to his website where he demonstrates his thought leadership…
Live, clickable link to case study on website
Direct Prospects to Your Content
Actively Sharing Thought LeadershipContent on Company Pages
LinkedIn Company PagesFilled with Content
Use LinkedIn Mobile Apps
http://www.linkedin.com/mobile
What Does it Mean to Be an Influencer?
To Be a Real Influencer on LinkedIn, You Must Think Beyond the Numbers
LinkedIn influencers connect with the right people, inspire change and get them to TAKE ACTION.
Make the Right Connections
And Remember…
You’re Not a Social Enterprise!Your Whole Organization is Not Involved!
Why is Your Organization Not an Influencer on LinkedIn?
http://www.brandfog.com/CEOSocialMediaSurvey/BRANDfog_2012_CEO_Survey.pdf
http://www.brandfog.com/CEOSocialMediaSurvey/BRANDfog_2012_CEO_Survey.pdf
Your Organization is Not Influencing Business Decisions on LinkedIn Because…
There is a strong disconnect between lead generation and thought leadership content.
A recent LinkedIn report shows, the old ways of communicating: Static Editorial Calendars, Gating Content with Lead Generation Forms, etc. …Don’t Work in Social Media.
Find New Ways to Communicate
Buyers are looking for….
http://viewer.zmags.com/publication/b1eda72b#/b1eda72b/1
Here Lies Your Connections…If there is no initial interest, your connections become dead connections; you have no engagement process.
Your Organization is Not Influencing Business Decisions on LinkedIn Because…
Your leadership, sales, marketing and business teams are failing to show decision makers their relevance.
Your Organization is Not Influencing Business Decisions on LinkedIn Because…
…You’re not mixing blogging with LinkedIn marketing.
90% of Inc. 500 companies use at least one major social media platform. But just 44% of Inc. 500 companies maintain a blog.
http://heidicohen.com/social-media-small-business-facts-you-need-now/
Your Organization is Not Influencing Business Decisions on LinkedIn Because…
B2B companies that maintain blogs generate, on average, 67% more leads per month than non-blogging firms.
http://www.slideshare.net/toprank/war-of-words-mythbusting-social-media-seo-content-marketing
Your Blog is the Backboneto Your LinkedIn Marketing
…You’re not creating content for the different buying stages.
Your Organization is Not Influencing Buying Decisions on LinkedIn Because…
http://viewer.zmags.com/publication/b1eda72b#/b1eda72b/1
You are curating industry news and acting as a resource instead of creating and sharing the content that decision makers engage with 11.5X more!
Your Organization is Not Influencing Buying Decisions on LinkedIn Because…
Key Takeaways
1. Revise your LinkedIn profile to emphasize results and case studies. Show decision makers, influencers and the media why they should to connect with you.
2. Create your own LinkedIn group and community to avoid having “dead connections,” heighten engagement with prospects, generate demand and increase the lifetime value of your clients
3. Provide thought leadership content, case studies and best practices so you have content for prospects in different stages of the buying cycle.
4. Most importantly, take a strategic approach. Create your LinkedIn content plan and test and measure everything.
Tune Into The Social Business Engine!
Watch the full episode at thesocialbusinessengine.com.
https://www.youtube.com/user/socialbusinessengine
@BernieBorgesLinkedIn.com/In/BernieBorges
BernieBorges
@B2BRadioShowLinkedIn.com/In/KristinaJaramillo
Kristina Jaramillo
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