How to Keep Your Customers Coming Back

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Jason Miller, Senior Manager, Content Marketing, Marketing Solutions at LinkedIn presents at LinkedIn's exclusive tech conference: TechConnect2014.

Keep Customers Coming Back
Jason Miller
Senior Manager, Content Marketing,
Marketing Solutions, LinkedIn
@JasonMillerCA #inTC14

How to Keep Your Customers
Coming Back
Jason Miller, Senior Manager, Content Marketing, Marketing Solutions, LinkedIn
Eric Martin, Director, Content, Catavolt
David Spark, Founder, Spark Media Solutions

8
Create the all-encompassing
guide
to whatever the hell
conversation you
want to own

2. Moving From “Thinking”
Like a Publisher to Actually
Publishing

1
Repurpose Content
Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare

1
MQL
11
Turkey Slices (Non Gated)
Lead Capture
No Yes
SDR
Sales Qualified?
Sales Revenue
BIG ROCK
(Gated)
Nurture
No
Yes

1
Turn Your Content Up to Eleven
(Sponsored Update)

Email
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
Twitter
For those about
to Launch…..
FIRE!

The Results Out of the Gate
34%
32%
9%
15%
6%
4%
2%
Email
Blog
7%
InMail
Direct/ SEO
Other
7%
Display
AdWords 7% 64%
6%
4%
1%
1%
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France

5. Treat Your Big Content
Initiatives Like a Product
Launch

2
The four unique band members work together to
deliver an amazing product.
Lays
Groundwork
Fuels Content Fuels Demand Gen

6. How to Sustain the “Always
On” Content Strategy
(Building the Engine)

“People want a thrill,
people want a spectacle
and people love
to be entertained.”

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How to Keep Your Customers Coming Back

1. Keep Customers Coming Back Jason Miller Senior Manager, Content Marketing, Marketing Solutions, LinkedIn @JasonMillerCA #inTC14

2. How to Keep Your Customers Coming Back Jason Miller, Senior Manager, Content Marketing, Marketing Solutions, LinkedIn Eric Martin, Director, Content, Catavolt David Spark, Founder, Spark Media Solutions

3. Let’s Talk About Content…

5. 5

6. 1. Earning Trust and Credibility

7. 7

8. 8 Create the all-encompassing guide to whatever the hell conversation you want to own

9. 2. Moving From “Thinking” Like a Publisher to Actually Publishing

10. 1 Repurpose Content Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare

11. 1 MQL 11 Turkey Slices (Non Gated) Lead Capture No Yes SDR Sales Qualified? Sales Revenue BIG ROCK (Gated) Nurture No Yes

12. 3. Always On Nurturing with Content

13. 1 When you need that extra push…

14. 1 Turn Your Content Up to Eleven (Sponsored Update)

15. 4. The Importance of Native Advertising

16.

17. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter For those about to Launch….. FIRE!

18. The Results Out of the Gate 34% 32% 9% 15% 6% 4% 2% Email Blog 7% InMail Direct/ SEO Other 7% Display AdWords 7% 64% 6% 4% 1% 1% United States Netherlands India Canada Australia UK Germany New Zealand Singapore France

19. 1

20. 2 18,000% ROI

21. 5. Treat Your Big Content Initiatives Like a Product Launch

22. 2

23. 2 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen

24. 6. How to Sustain the “Always On” Content Strategy (Building the Engine)

25. “People want a thrill, people want a spectacle and people love to be entertained.”

26. w www.welcometothefunnel.com

27. 2

28. 2