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Leveraging Organic Social Media

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Learn how you can drive the growth of your small business by leveraging your LinkedIn Page to its full potential.

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Leveraging Organic Social Media

  1. 1. Leveraging Organic and Social MediaSteve Kearns Social Media Lead, LinkedIn Marketing Solutions
  2. 2. We Know a Thing or Two About Small Teams...
  3. 3. How do you keep your head above water and drive the results that matter? What can your LinkedIn Page help you do? Why should you invest time on LinkedIn?
  4. 4. of U.S. small business owners (B2B and B2B2C) cited growing their business as their top challenge (Source: LinkedIn Study)
  5. 5. LinkedIn is the most used and most effective channel for content marketing among B2B SMBs (Source: CMI Study)
  6. 6. Right Environment 71% of people use information from LinkedIn to inform business decisions. Right Audience On LinkedIn, we’ve assembled the right audience—the world’s largest professional community numbering over 590 million members. Right Engagement 50% of LinkedIn members are more likely to buy from companies when they have engaged in their social channels. With LinkedIn you get the...
  7. 7. Introduction Engagement on LinkedIn is booming! Member engagement within the feed is growing more than 50% year over year. Views in the LinkedIn Feed are up 60% from last year. Millions of professionals create over 130K articles per week. 50% 60%130K
  8. 8. Drive your business forward with LinkedIn Pages Reach your goal organically by following in the footsteps of the LinkedIn Marketing Solutions team: •Set engagement targets •Deliver value •Maintain a steady posting cadence •Grab attention with eye-catching formats •Mix up your content •Respond to comments •Take advantage of hashtags •Include a call to action •Act on LinkedIn Page insights Give your content a boost with paid media
  9. 9. STEP 1 Build a Organic STEP 3 Measure, Learn, and Optimize to Drive More Impact STEP 2 Boost Your Reach and Engagement via Paid Just follow these 3 simple steps It's easy to cultivate an integrated organic and paid strategy on LinkedIn
  10. 10. STEP 1 Build a compelling organic presence Tell your brand’s story by posting great content regularly
  11. 11. Anatomy of a Company update What makes a Company update stand out in the feed of your followers and drive engagement? Here are the key characteristics, based on our own top performers: The Text: •Keep it to 150 characters or less •Ask yourself: Would I click this? •Include a spicy point of view or an interesting statistic The CTA: •Include a clear call to action •Ask yourself: What will they take away from this piece of content?What will compel a click? The Link: •Create a shortened URL using Bitly or other URL shortening tool •Add tracking code parameters to the end of your link so you know where traffic is coming from. Basic src and utm parameters are best to track within Google Analytics. The Image: •1200x627 pixels is best •Select something eye-catching that will stand out in the feed •Branded imagery is better for recognition and consistency •Ensure the image matches the messaging • Keep the text light
  12. 12. STEP 2 Boost your reach via paid advertising Sponsored Content Native Ads (video or static) that appear in the LinkedIn feed Sponsored InMail Personalized, targeted LinkedIn messages Quick Tips •Get visual •Keep it short and sweet •Snackable stats work wonders Quick Tips •Be conversational and concise •Put your audience at the center •Use Sponsored InMail for high-value audiences
  13. 13. • See performance over custom date ranges • Learn more about metrics • Get to know your followers, visitors with demographic charts STEP 3 Measure and optimize to drive more impact
  14. 14. Remember the 3 simple steps STEP 2: Boost Look to your organic content to determine your investment in paid Use LinkedIn Sponsored Content and Sponsored InMail to reach and engage STEP 3: Optimize Understand what your audience is engaging with via Engagement Insights STEP 1: Build Post great content regularly Expand reach
  15. 15. Thank You.