Live webcast: Hosted by Christina O'Connor and Alex Rynne LinkedIn Marketing Solutions. They share insider tips on how to maximise the use of LinkedIn for content marketing.
Exploring the Future Potential of AI-Enabled Smartphone Processors
Tactical Plan to Content Marketing on LinkedIn
1. 2/16/2016
4:00 PM GMT
Welcome. We will be starting shortly.
For audio issues, please check your audio setting. If that doesn't work,
please try to dial in from a phone instead of your laptop.
Access Code: 840-823-090 http://bit.ly/1hlyOlx
• UK: 0800-051-3810
• Ireland: 1-800-947178
• France: 0800-9-19312
• Spain: 900-93-7920
• Germany: 0800-187-3683
• Sweden: 020-79-7912
TO CONTENT MARKETING ON LINKEDIN
LIVE WEBINAR: YOUR
3. Alex Rynne
Associate Content Marketing Manager,
LinkedIn Marketing Solutions
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
Christina O’Connor
Associate Marketing Manager,
LinkedIn Marketing Solutions
4. OVERVIEW:
• Why should you have a LinkedIn
Marketing plan?
• 4 Planning Basics to Set You Up
for Content Marketing Success
• 4 Opportunities for the Taking
• LinkedIn Company
& Showcase Pages
• LinkedIn SlideShare
• Publishing on LinkedIn
• LinkedIn Sponsored Updates
& Direct Sponsored Content
• Your 1-Page Printable Plan
• Additional Resources
#LinkedInMktg
5. 79%
80%
43%
Of B2B marketers believe social media is
an effective marketing channel
Of B2B leads come from LinkedIn
According to HubSpot, 43% of marketers say that
they have sourced a customer from LinkedIn
6. 28%
Marketers with a documented strategy
are 4x more effective
Of Marketers have a documented
content marketing strategy
#MissedOpportunity
30% Of marketers feel their marketing
strategy is effective
7. “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 UP
FOR CONTENT MARKETING SUCCESS
#LinkedInMktg
8. 4 LinkedIn Content Marketing Opportunities
for the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Updates
9. ESTABLISH YOUR COMPANY’S IDENTITY AND BUILD
RELATIONSHIPS WITH THE WORLD’S PROFESSIONALS
#LinkedInMktg
IDENTITY
Your company’s profile to
the world’s professional
NETWORK
Connect professionals and
your employees to drive
economic opportunity
KNOWLEDGE
Share content & opportunities to
make professionals more productive
& successful
10. LINKEDIN SHOWCASE PAGES
Highlight your individual brands
with 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
11. LINKEDIN COMPANY & SHOWCASE PAGES
WHAT TO SHARE
Hire, Market, and Sell Better Using LinkedIn
Elevate’s New Features: http://blt.ly/1MOluYh
#MondayMotivation from the late and great Henry Ford If you need a daily playbook for successful content marketing
on LinkedIn, this webinar is for you: http://blt.ly/1N8Wu02
What Effective B2B Content Marketing Looks
Like: http://blt.ly/1JC0ijA
Introducing our latest Lynda.com course: Up
and running with LinkedIn Lead Accelerator:
http://blt.ly/FLGuzs
#LinkedInMktg
13. LINKEDIN COMPANY
& SHOWCASE PAGES
MEETING YOUR OBJECTIVES
Brand Awareness
Lead Generation
Thought Leadership
Event Registration
#LinkedInMktg
14. LINKEDIN COMPANY
& SHOWCASE PAGES
KEY METRICS
• Page Followers
• Post Clicks
• Engagement
• Comments
• Inquires and Leads
• Event Registrants
#LinkedInMktg
15. LINKEDIN COMPANY
& SHOWCASE PAGES
Post 3-4x a day
Engage with and respond
to followers’ comments
Change header image every 6 months
ACTION ITEMS
#LinkedInMktg
19. LINKEDIN SLIDESHARE
• Inquiries and leads
• Demographics of your
readers and followers
• Linkbacks
• Keyword rankings
• Views
• Actions (Downloads, Likes & Embeds)
KEY METRICS
#LinkedInMktg
20. 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
21. PUBLISHING ON LINKEDIN
Our over 1 million unique publishers publish more
than 130,000 posts a week on LinkedIn.
45%
About 45% of readers are in the
upper ranks of their industries:
managers, VPs, CEOs, etc.
#LinkedInMktg
27. With Direct Sponsored Content, reach
your target audience directly in the feed
without publishing on your Company Page
LINKEDIN DIRECT SPONSORED CONTENT
A feature of LinkedIn Sponsored Updates
#LinkedInMktg
Personalise
Test
Control
28. LINKEDIN SPONSORED UPDATES
WHAT TO SHARE
#LinkedInMktg
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
32. LINKEDIN SPONSORED UPDATES
& DIRECT SPONSORED CONTENT
KEY METRICS
• Engagement Rate
• Impressions
• Company or Showcase Page Followers
• Inquires or Marketing Qualified Leads
Generated from the Update
#LinkedInMktg
33. LINKEDIN SPONSORED UPDATES
ACTION ITEMS
Select a Compelling Visual
Run 2-4 Sponsored Updates a Week
Run for 3 weeks, then Test & Iterate
Add URL Tracking Codes to Measure Post-Click
Actions (Site Visits & Conversions)
Set Up Campaigns by Audience
Shift Budget to the Audience with the Highest
Engagement Rate
#LinkedInMktg
34. 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.
38. READY TO DRIVE MORE REVENUE ON LINKEDIN?
FOR THE OVERACHIVEVER IN YOU
15 Tips for Compelling Company
Updated on LinkedIn
Lead Generation on SlideShare:
A How-to Guide
Ultimate Playbook to Professional
Publishing on LinkedIn
The Sophisticated Marketer’s
Guide to LinkedIn
10 ways to Drive Killer Results
with LinkedIn Sponsored Updates
LinkedIn Marketing Solutions
Platform Overview