The sophisticated marketer’s guide to LinkedIn – the webinar

Jon Lombardo

Content Marketing Lead

LinkedIn Marketing Solutions

The Sophisticated Marketer’s Guide to

LinkedIn – The Webinar

presents

Emma Hewage

Head of Marketing EMEA

LinkedIn Marketing Solutions

1 of every 3 Professionals on the Planet is on LinkedIn

Jobs

Content

Content pages

receive 7X the

page views vs.

job pages.

The Definitive

Publishing Platform

Professional

5

Not more content, more relevant content

41%

of overall respondents say they would consider

ending a brand relationship because of irrelevant

promotions, and an additional 22% say they would

definitely defect from the brand.

RAGE AGAINST

IRRELEVANCE….

41%44%

7

8

Repurpose Content

Company Pages Sponsored Updates

(Turn it up to eleven!)

LinkedIn Groups SlideShare

9

WAYS TO CREATE YOUR

BIG ROCK

10

1 Create the all-

encompassing guide

to whatever the hell

conversation you

want to own

Download the Sophisticated Marketer’s Guide to LinkedIn from emea.marketing.linkedin.com

12

Take it Global

14

2 The “Hugh MacLeod”

Strategy—Write 5

relevant blogs then

roll them all together

Monday Tuesday Wednesday

Raisin Bran

Spinach

Roast

Raisin Bran

Spinach

The blog is the social media rug

that ties the room together.

The Blogging Food Groups

A steady diet of quality content for your blog

Monday Tuesday Wednesday Thursday Friday Saturday

Raisin Bran

Spinach

Roast

Raisin Bran

Spinach

Raisin Bran

Chocolate

Cake

17

3 Flip your case studies

on their heads—Turn

your bottom funnel case

studies into a collection

of “success stories”

18

T u r n i n g Yo u r C o n t e n t I n t o

C o m p e l l i n g U p d a t e s

Your audience should always be at the center

of your content. This is about THEM, not YOU.

01 Call out your audience

02 Use the word “you”

03 Explain what’s in it for them

16

6

Company Updates: Best Practices

Optimising 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

optimised 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

Optimising visuals

• Always include an image, presentation, or video

• Ensure the thumbnail is relevant for external links

21

When you need that extra push…

• Driving Brand Awareness

• Expanding Thought Leadership

• Generating Quality Leads

• Driving Event Registration

Sponsored Updates To Achieve Business Goals

Set up a test of different updates to reach different audiences.

Sponsored Update 1:

Targeted to CMOs

These insights can help you drive

transformational change to your business. [link to white paper landing page with tracking tag 1]

Sponsored Update 2:

Targeted to Marketing Directors

Need to demonstrate the ROI of your

marketing efforts? These insights can help. [link to white paper landing page with tracking tag 2]

Sponsored Update 3:

Targeted to Social Media Managers

Social media managers: Get the insights you

need to drive the engagement you want. [link to white paper landing page with tracking tag 3]

Big Rock

Content

Example: B2B Marketing company XYZ has

recently launched a new piece of research

and is publishing updates to LinkedIn to drive

marketers to download it.

Use targeting on LinkedIn to deliver the right

message to the right person at the right time.

But be careful NOT

to over-target.

It’s important to reach everyone

who could influence a buying

decision, so cast a wide net and

then refine your

targeting preferences.

Sponsored Updates Who’s Doing it Right?

• LinkedIn drove 400% more qualified leads than

any other paid lead generation platform during

the campaign period.

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.”

Sponsored Updates: Who’s Doing it Right?

Don’t bury the lead. Concise intros (90-140 characters) are more likely to result in higher engagement.

29

With Direct Sponsored Content, reach your target audience

directly in the feed without publishing on your Company Page

Personalise

Test

Control

30

Personalise your message and offers to your target

audience to boost your performance

31

Test and optimise your reach to the right audience

with the right message

66% higher CTR

32

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

Mobile is Accelerating Content

Consumption

9pm 6pm 3pm 12pm 9am 6am

70% of clicks from Sponsored

Updates will come from mobile.

Most important, make sure your landing page is mobile responsive—

otherwise you are wasting leads.

21

Marketo reports a £10 drop in CPL when

shortening a form from 9 fields to 5.

Only capture the information you absolutely need – this will help

with conversions, especially on mobile

21

No one wants to spend time filling out a lengthy form..

“On the average, 5 times as many people read the headline as read the body copy.

When you have written your headline, you have spent eighty cents out of your dollar.”

The visual is the new headline!

Content

Research shows that a picture is really only worth 81.4 words,

on average.

Content

SlideShare is a Platform for Visual Content Marketing Thought Leadership

SlideShare for Lead Gen Kicks A**

Visual Kicks Text’s A**

328,000

Views!

Who’s Doing it Right?

Cross-channel Integration

Built in Lead Forms

What Does Success Look

Like?

48

MQL

48

Turkey Slices (Non Gated)

Lead Capture

No Yes

Revenue Sales

SDR Sales Qualified?

BIG ROCK

(Gated)

Nurture

No Yes

The Results Out of the Gate

34%

32%

15%

9%

6% 4%

Email

Blog

InMail

Direct/ SEO

Other

Display

AdWords 64% 7%

7%

7%

6%

4%

2% 1%

1%

United States

Netherlands

India

Canada

Australia

UK

Germany

New Zealand

Singapore

France

50

18,000% ROI

51

How do you Know if Your Content Strategy is

Working?

Increased

referral traffic Social

Engagement

Higher

quality leads

Trending Content The Topics That Matter to Your Audience

53

Content Marketing Score Measure your brand’s influence

Score Benchmarking Recommendations

Measure your influence Compare to your peers

How to improve

54

Discover our Sophisticated

Marketer’s Series

55

Demand Gen Content Vertical Specific

56

Thank You!

Emma Hewage Head of Marketing EMEA

LinkedIn Marketing Solutions

Jon Lombardo

Content Marketing Lead

LinkedIn Marketing Solutions