Live Webinar: Your Tactical Plan to Content Marketing on LinkedIn

TO CONTENT MARKETING ON LINKEDIN

LIVE WEBCAST: YOUR

8/3/201611:00am PT | 2:00pm ET

Alex RynneAssociate Content Marketing Manager,LinkedIn Marketing Solutions@amrynnie

BEFORE WE GET STARTED…

• Any questions? Send them via the Q&A feature• Any shout-outs? Tweet them @LinkedInMktg

via #LinkedInMktg

• Is this presentation recorded? Of course!

#LinkedInMktg

OVERVIEW:

• Why should you have a LinkedInMarketing plan?

• 4 Planning Basics to Set You Upfor Content Marketing Success

• 5 Opportunities for the Taking

• LinkedIn Company& Showcase Pages

• LinkedIn SlideShare

• Publishing on LinkedIn

• LinkedIn Sponsored Content& Direct Sponsored Content

• Your 1-Page Printable Plan

• Additional Resources

#LinkedInMktg

79%

80%

43%

Of B2B marketers believe social media isan effective marketing channel

Of B2B leads come from LinkedIn

According to HubSpot, 43% of marketers say thatthey have sourced a customer from LinkedIn

28%

Marketers with a documented strategyare 4x more effective

Of Marketers have a documentedcontent marketing strategy

#MissedOpportunity

30% Of marketers feel their marketingstrategy is effective

“FAIL TO PLAN, PLAN TO FAIL”

• Delegate • Follow brand guidelines• Look beyond your team

to source content• Build an editorial calendar

4 PLANNING BASICS TO SET YOU UPFOR CONTENT MARKETING SUCCESS

#LinkedInMktg

5 LinkedIn Content Marketing Opportunitiesfor the Taking

LinkedIn Company & Showcase Pages

LinkedIn SlideShare

Publishing on LinkedIn

LinkedIn Sponsored Content & Direct Sponsored Content

ESTABLISH YOUR COMPANY’S IDENTITY AND BUILDRELATIONSHIPS WITH THE WORLD’S PROFESSIONALS

#LinkedInMktg

IDENTITYYour company’s profile tothe world’s professional

NETWORKConnect professionals andyour employees to driveeconomic opportunity

KNOWLEDGEShare content & opportunities tomake professionals more productive& successful

LINKEDIN COMPANY & SHOWCASE PAGES

Highlight your individual brandswith Showcase Pages

• Create a dedicated page for aspects of your business with their own messages and audience to share with

• Allow LinkedIn members to follow the aspects of your business they’re interested in

• Share focused content to build a relationship with a specific audience

#LinkedInMktg

LINKEDIN COMPANY & SHOWCASE PAGESWHAT TO SHARE

Hire, Market, and Sell Better Using LinkedInElevate’s New Features: http://blt.ly/1MOluYh

#MondayMotivation from the late and great Henry Ford If you need a daily playbook for successful content marketingon LinkedIn, this webinar is for you: http://blt.ly/1N8Wu02

What Effective B2B Content Marketing LooksLike: http://blt.ly/1JC0ijA

Introducing our latest Lynda.com course: Upand running with LinkedIn Lead Accelerator:http://blt.ly/FLGuzs

#LinkedInMktg

LINKEDIN COMPANY& SHOWCASE PAGESMEETING YOUR OBJECTIVES

Brand Awareness

Lead Generation

Thought Leadership

Event Registration

#LinkedInMktg

• Page Followers

• Post Clicks

• Engagement

KEY METRICS

• Comments

• Inquiries and Leads

• Event Registrants

LINKEDIN COMPANY& SHOWCASE PAGES

Post 3-4x a day

Engage with and respondto followers’ comments

Change header imageevery 6 months

ACTION ITEMS

#LinkedInMktg

LINKEDIN SLIDESHARE

70 million monthly unique visitors

13,000 new pieces of content added daily

#LinkedInMktg

LINKEDIN SLIDESHAREWHAT TO SHARE

#LinkedInMktg

LINKEDIN SLIDESHAREMEETING YOUR OBJECTIVES

Lead Generation SEO

Brand Awareness &Thought Leadership

#LinkedInMktg

• Inquiries and leads

• Demographics of yourreaders and followers

• Linkbacks

KEY METRICS

• Keyword rankings

• Views

• Actions (Downloads,Likes & Embeds)

LINKEDIN SLIDESHARE

Upload new content weekly

Highlight decks on profile page

Group content into playlists

Add lead forms

Leverage the clipping tool

ACTION ITEMS

#LinkedInMktg

LINKEDIN SLIDESHARE DASHBOARD

LINKEDIN SLIDESHARE DASHBOARD

PUBLISHING ON LINKEDIN

Our over 1 million unique publishers publish morethan 130,000 posts a week on LinkedIn.

45%About 45% of readers are in theupper ranks of their industries:managers, VPs, CEOs, etc.

#LinkedInMktg

PUBLISHING ON LINKEDINWHAT TO SHARE

#LinkedInMktg

PUBLISHING ON LINKEDINMEETING YOUR OBJECTIVES

Thought Leadership

#LinkedInMktg

KEY METRICS

• Post Views & Profile Views

• Demographics of Your Readers

• Likes, Comments & Shares

PUBLISHING ON LINKEDINACTION ITEMS

Publish whenever youfeel passionate

Recommended: Bi-weeklyor once a month

#LinkedInMktg

LINKEDIN SPONSORED CONTENT

Deliver rich content in the LinkedInfeed across all the devices

#LinkedInMktg

With Direct Sponsored Content, reachyour target audience directly in the feedwithout publishing on your Company Page

LINKEDIN DIRECT SPONSORED CONTENT

#LinkedInMktg

Personalize

Test

Control

Deliver the right content to the right people and boost quality leads on LinkedIn: http://bit.ly/1TEY7Fl

Advertising today is a whole new playing field. Get ahead in the game with The Little Big Book of LinkedIn Advertising: http://bit.ly/1hlyOlx

Tune in as industry leaders discuss practical insignts on how academic institutions can best leverage LinkedIn: http://bit.ly/1BifEqw

Are you ready to provide the first (and best) solution to suit your prospects’ needs? http://bit.ly/1BifEqw

LINKEDIN SPONSORED CONTENTWHAT TO SHARE

+571% clicks

+490% impressions

DIRECT SPONSORED CONTENTALWAYS BE TESTING

SPONSORED CONTENTBEST PRACTICES

Visual is the new headline1

Keep it short & sweet2

Snackable stats work wonders3

Variety is the spice of life4

Market to Who Matters: GET TO THE RIGHT PROFESSIONAL AUDIENCES

Rich demographic dataJob Function, Seniority,

Company Name, Geo, Industry

Interest-based targetingGroup Membership, Skills,

Companies Followed

Persona targetingJob Searchers, Opinion Leaders, Mass

Affluent, Business Travelers

Your own audience dataTarget Account Lists

LINKEDIN SPONSORED CONTENT& DIRECT SPONSORED CONTENTMEETING YOUR OBJECTIVES

Brand Awareness

Thought Leadership

Lead Generation

#LinkedInMktg

KEY METRICS• Engagement Rate

• Impressions

• Company or Showcase Page Followers

• Inquires or Marketing Qualified Leads Generated from the Update

LINKEDIN SPONSORED CONTENT& DIRECT SPONSORED CONTENT

ACTION ITEMS

Select a Compelling Visual

Run 2-4 Sponsored Contents a Week

Run for 3 weeks, then Test & Iterate

Add URL Tracking Codes to Measure Post-ClickActions (Site Visits & Conversions)

Set Up Campaigns by Audience

Shift Budget to the Audience with the HighestEngagement Rate

#LinkedInMktg

HOW THE LINKEDIN MARKETING SOLUTIONS TEAM DOES IT

LEVERAGE THE LINKEDIN ECOSYSTEM

BRAND TOUCHPOINTS DISTRIBUTIONCONTENT

COMPANY PAGE

LEADERSHIP PROFILES

EMPLOYEE PROFILES

COMPANY UPDATES(SPONSORED & ORGANIC)

INDIVIDUAL UPDATES

INDIVIDUAL POSTS

THE FEED

All content from owned properties is distributed through the feed to company

followers and individual connections.

#LinkedInMktg

CARVE UP THE TURKEY

#LinkedInMktg

EXAMPLE: PROMOTING THE TACTICAL PLAN

LANDING PAGE

LINKEDIN SHOWCASE PAGE

BLOG POST TWITTER

MOBILE DOWNLOAD

EXAMPLE: The Sophisticated Content Marketer’s Guide to LinkedInEXAMPLE: PROMOTING THE TACTICAL PLAN

BLOG POST GLOBAL INFOGRAPHIC

PHYSICAL BOOK

WEBINARS

#LinkedInMktg

DON’T DO SOCIAL CAMPAIGNS,

MAKE EVERY CAMPAIGN SOCIAL.

QUESTIONS?