1.
LinkedIn Marketing Training:
How to Effectively Mix LinkedIn Marketing with Content
Marketing to Influence Buying Decisions
Presented By:
Kristina Jaramillo
New York Times Recognized Social Media Expert

2.
Today You Will Learn

3.
Why You Should Listen to Me Today
•
•
•
I’m a New York Times recognized social
media expert whose articles are featured
on
Forbes.com, MarketingProfs,
Entrepreneu
r.com, RainToday – and in
websites like
Website Magazine
I’ve completed hundreds of LinkedIn
profile makeovers for small business
owners, consultants, CEOs, CMOs,
Pre
sidents, Vice Presidents as well as sales, marketing and business
development executives
I get results – With my support MPi gained 20% more registrants for
their latest webinar, a B2B video creation firm just gained a 600%
return on their social media investment – and a content development
firm increased website and blog traffic by 300%, plus much more

4.
Here’s a Detailed Explanation of What
We’ll Cover Today:
 Why you need to be engaging more on LinkedIn – and why you
need to think more strategically on how you can use LinkedIn for
lead generation.
 10 reasons why most B2B companies’ LinkedIn marketing efforts fail
to generate their desired outcomes
 How to increase the lifetime value of your existing clients using
LinkedIn and content marketing  The biggest LinkedIn profile mistakes that 98% of business
leaders, small business owners and B2B marketers are making
 How to turn your “boring” resume-looking LinkedIn profile into a
marketing tool that resonates with your targeted audiences and
demonstrates your thought leadership. I’ll even show you LinkedIn
profile examples to model
 What it means to be a LinkedIn Influencer – and the actions you
need to take
 How to integrate content marketing into your LinkedIn marketing
campaign – and I’ll show you real case studies and examples

5.
Why You Need to Be Engaging More on LinkedIn

6.
 85% of B2B Marketers say LinkedIn is the most effective
social network in delivering content
 Asked which social media tool had the greatest potential
to help their firms, 41% of small business owners chose
LinkedIn. More CEOs chose LinkedIn than chose
Facebook, Twitter, YouTube, Google+ and Pinterest
combined.
 LinkedIn is the “social platform of choice” for companies in
the Inc. 500, the index of the fastest-growing companies
in the U.S. 81% of these firms use LinkedIn, compared to
67% on both Facebook and Twitter.

7.
 92% of the media can be found on LinkedIn – that’s
more than any other network
 LinkedIn members have more trust in the business
information they receive on LinkedIn! In fact. 82%
percent of LinkedIn members have confidence in the
business information that’s distributed on LinkedIn –
compared to 28% on Twitter and 23% on Facebook
 More than 80% of LinkedIn’s members either have
the power to make buying decisions or the power to
influence buying decisions

8.
LinkedIn Stats & Trends
That Will Shock You &
Provide Insight Into
Why B2B Organizations
Are Failing to Drive
Demand, Generate More
Leads & Influence Buying Decisions

9.
Shocking Statistic #1:
According to a recent grassroots study from the
50,000 member strong B2B Technology Marketing
community on LinkedIn:
• 71% of B2B Marketers use content marketing for
lead generation
• Only 50% of B2B Marketers use content
marketing for thought leadership and education

10.
A recent LinkedIn report
shows, the old ways of
communicating (static
editorial calendars, gating
content with lead
generation forms) don’t
work in social media.

11.
2nd Shocking Statistic
According to the B2B Technology Marketing
Group Study only 25% of B2B marketers
use content marketing for customer
retention!

12.
B2B Video Content Marketing
Creation Firm Re-Attracts
Past Client By Mixing
LinkedIn Marketing with
Content Marketing &
Submits $36,000 Proposal

13.
3rd Shocking Statistic
A Content Marketing Institute Study shows
that 64% of B2B marketers rate case studies
as the most effective content marketing
tactic

14.
Yet, Most B2B Marketer’s
LinkedIn Profiles Are
Resume Based Rather
Than Driven By Case
Studies and Results

15.
Let Me Show You What I Mean About
Having a LinkedIn Profile That is a
Marketing Tool Driven By Case Studies
Let me go “live” onto my screen and show you the
LinkedIn profiles of:
• Randy Kobat – VP of Sales for
• Mike Agron – President and CEO of
• Chris Goward - CEO of

16.
4th Shocking Statistic
90% of Inc. 500 companies
use at least one major social
media platform. But just 44%
of Inc. 500 companies
maintain a blog. “This low
number is a surprise since
blogs drive social
media, content marketing and
search.”

17.
Your Blog Is Your Backbone to Your
LinkedIn Marketing Efforts
• B2b companies that maintain blogs
generate, on average, 67% more per
month than non-blogging firms.
• Senior decision makers are 2X more
likely to have engaged with
product/industry news and 11.5X more
engaged with thought leadership content

18.
5th Shocking Statistic
Successful B2B organizations are
implementing at least 13 different content
marketing tactics.

19.
Now, the question is – how many of these
content marketing tactics did they integrate
into their LinkedIn marketing strategy?

20.
Last Shocking statistics from an Eloqua
study…
• Companies cited three top reasons for
using social media: creating brand
awareness (83%), encouraging social
sharing (56%) and gaining trust and
followers (55%). Under one third (32%)
said they use it for lead generation.
• Most companies (43%) admit they have no
strategy in place for incorporating social
media into demand generation.

21.
Let Me Show You How to Move From
Doing Brand Maintenance to Becoming
an Influencer That Generate Leads
Let me go “live” on the screen again – and show you…
 How we attracted 20% more participants for MPi’s latest webinar by
using an integrated LinkedIn marketing approach
 How I’m integrating a number of content marketing and PR
strategies with LinkedIn marketing to build my firm’s client
base, attract new white label partners and get more publicity! Let me
show you the strategic approach I take!

22.
Move The Needle

23.
How to Move the Needle & Become an Influencer
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When you’re an influencer, you can engage your target
audience, provide them value and get them to make a change –
either in their minds or their actions.
Your messages and discussions resonate with your targeted
audiences. When they have a problem in your area of
expertise, they think of you.
Think beyond numbers. It’s not about how many connections or
group members you have. It’s not about how many conversations
you share. It’s not about how often you check your news feed. It’s
about connecting with the right people, causing change and getting
them to take action which means you need a strategy!
Move The Needle

24.
Key Takeaways
1. Create a strong LinkedIn profile that’s driven by results
and case studies. Show decision makers, influencers
and the media why they need 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. Start providing thought leadership content, case studies
and best practices so you have content for prospects in
different buying cycles.
4. Most importantly, take a strategic approach. Create
your LinkedIn plan and test and measure everything.

25.
Download my interview with LinkedIn’s
Senior Content Marketing Manager for
even more information on integrating
LinkedIn with content marketing:
http://www.FreeLinkedInMarketingTraining.com