Upload File

content marketing on linkedin · 80% of b2b social media leads come from linkedin 50% of members...

  • Home
  • Documents
  • Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%
47
Content Marketing on LinkedIn

Upload: others

Post on 20-May-2020

3 views

Category:

Documents


0 download

Report

TRANSCRIPT

Page 1: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Content Marketing on LinkedIn

Page 2: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Why does content marketing matter?

Why Linkedin is an important channel for my content?

How can I distribute content on LinkedIn?

What are some best practices for Content Marketing on LinkedIn?

AGENDAContent Marketing on LinkedIn

1

2

3

4

Subscribe to our newsletterhttp://lnkd.in/AgencyNewsletter

http://lnkd.in/AgencyNewsletter
Page 3: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Why Does Content Marketing Matter?

Page 4: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

pieces of content are consumed in the

process

10

It’s a Challenging WorldCustomers make it through 90% of the purchase process before reaching out.

Page 5: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Today’s Buyer is More Empowered

Than Ever

Mobile

Social

Search

Precise targeting and personalization

Multi-channel experiences

Data driven marketing

Real time communication and optimizations

Page 6: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Content marketing is here to stay

2015 B2B Content Marketing Trends-North America: Content Marketing Institute / Marketing Profs

Content Marketing is key to B2B strategy today

Percentage of B2B respondentsusing Content Marketing

Page 7: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Content builds relationships. Relationships are built on trust.

Trust drives revenue.

Andrew Davis, Monumental Shift

Page 8: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Why Linkedin is an important channel to my content?

Page 9: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Source: LinkedIn Internal Study, May 2015

Many B2B brands are active on LinkedIn because that’s where their audience is:

● 80% of B2B social media leads come from LinkedIn

● 50% of members report they are more likely to buy from a company they engage with on LinkedIn

● 43% of marketers say they sourced a customer through LinkedIn

Recommended reading: LinkedIn Content Marketing Tactical Planview now

LinkedIn Mindset Divide Research view now

https://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/campaigns/pdfs/linkedIn-marketing-tactical-plan-2015-v2-en-us.pdf
https://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/wp/linkedin-marketing-solutions-mindset-divide.pdf
Page 10: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

LinkedIn is the #1 Social Media Platformfor B2B Content Distribution

Professional mindset that makes members

receptive to brand content

Premium audienceof influencers and business

decision-makers

Accurate profile-based

targeting

Page 11: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Professionals Engage Differently -Purpose and Content

15X content vs. job postings

57% mobile

9 billion content impressions/week

Page 12: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Buyers are already consuming a lot of information before they even reach out

A majority of marketers are using content to reach their prospects, but not always doing it correctly

B2B Marketers can achieve their marketing goals by reaching professionals on LinkedIn

1

2

3

SUMMARYHow can I create a successful Content Marketing Program on LinkedIn?

Subscribe to our newsletterhttp://lnkd.in/AgencyNewsletter

http://lnkd.in/AgencyNewsletter
Page 13: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Overview:How can I distribute content on LinkedIn?

Page 14: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Content Marketing, broken down into 3 key phases:

1. Develop

2. Distribute

3. Optimize

Page 15: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Document your content marketing strategy

Create an editorial mission statement and leverage an editorial calendar

Leverage LinkedIn member insights

Key Phase: Develop

Align content to the buyer’s journey

Develop

Page 16: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Documenting your content marketingstrategy puts you

ahead of the game.

2017 B2B Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs

Additional Resource:CMI’s Essentials of a Content Marketing Strategy http://lnkd.in/CMIContentMktStrategyEssentials

Page 17: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

YourExpertise

AudiencePain Points & Interests

UntappedOpportunity

Your editorial mission statement should lie at the intersection of 3 key elements.

Page 18: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

How much content is enough? We find that this number depends on your marketing objectives. 2 posts per week is a good start for most companies.x2

Week of March 3

Week of March 10

Week of March 17

Monday, March 3

Tuesday, March 4

Wednesday, March 5

Thursday, March 6

Friday, March 7

Content Calendar Example Intro Copy Content Title URL

Monday, March 10

Tuesday, March 11

Wednesday, March 12

Thursday, March 13

Friday, March 14

Monday, March 17

Tuesday, March 18

Wednesday, March 19

Thursday, March 20

Turn Your Content into Strategy with a Content Calendar

Content Calendar is a planning document that gives you and your team at LinkedIn a planof attack for a successful Sponsored Update campaign:

Creates a publishing schedule that helps you maintain a consistent presence

Visualizes your marketing strategy

Acts as a communication point for all parties

Page 19: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Align Your Content with the Buyer’s Mindset

Enjoyable, helpful, entertaining content that generates awareness and trust

Content that helps buyers find you when they are

looking for solutions

Company specific information to help evaluate

and reaffirm selection

Low Friction

High Friction

Strangers

Engagers

Subscribers

Leads

Opportunities

Customers

Advocates

Page 20: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

A few questions to ask yourself as you develop content:

Who is this content for?

Where are they in the buyer’s journey?

How does this make them more productive and successful?

How will you measure success?

Page 21: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

LinkedIn members have distinct interestsAnother good way to make sure your content resonates with your audience is to

research what makes them click, like, comment and share. Not sure where to begin? Take a look at the latest trending topics for major verticals on LinkedIn.

Source: LinkedIn Internal Study, 2016

HIGH TECH INDUSTRY ENGAGEMENT

FINANCIAL SERVICES INDUSTRY ENGAGEMENT

CONSUMER SERVICES & GOODS INDUSTRY ENGAGEMENT

HIGHER EDUCATION INDUSTRY ENGAGEMENT

Page 22: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Start with a rock solid content marketing strategy

Know what content topics are trending with your prospects

Align content to match your prospects’ buyer journey

Use high quality content, much of which you may already have

Organize your content into an editorial calendar, planning to post at least 2 pieces of content per week

1

2

3

4

5

SUMMARYHow can I create a successful content marketing program on LinkedIn?

Subscribe to our newsletterhttp://lnkd.in/AgencyNewsletter

http://lnkd.in/AgencyNewsletter
Page 23: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

How to:Distributing Content on LinkedIn

Page 24: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Activate your employees’ network

Utilize LinkedIn’s publishing platform

Key Phase: Distribute

Distribute

Organic Content vs. Sponsored Content

Page 25: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Showcase Page

Company Page

Employee/Influencer Posts

Employee Profiles

SlideShare

Sponsored Content

Sponsored InMail

Page 26: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Content Marketers Use Organic and Paid Media Tactics

Organic:Build your brand and content• On your company page• Showcase pages• Through long-form posts• On SlideShare

Paid:Reach a targeted and broader audience• Sponsored Content: In the LinkedIn Feed and beyond• Sponsored InMail: In the LinkedIn Inbox• Display Ads: Early in the purchase process• Dynamic Ads: Through other native ad formats

Page 27: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Getting started with Sponsored Content

Company Page

1. Create a Company Page and/or Showcase Page

Content

1. Organize your Content

2. Outline an Editorial Calendar

Campaign

1. Assign Company Page Admin who will post content

2. Designate your Campaign Manager(s)

Page 28: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Or, set up a Business Account

Navigate to Your Company Page

Page 29: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

You already have content!Choose a Company Update

Page 30: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

You already have content!Choose a Company Update

Page 31: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

 Use the LinkedIn publishing platform to increase brand awareness and credibility

Activate your Employee Network

31

Page 32: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Review your options for establishing a brand presence and reaching professional audiences on LinkedIn1

2

3

4

Develop an organic and paid content marketing program

Begin with a Company Page or Showcase for distributing content; Leverage our ad campaign management platform to advertise

Employees can provide great, organic content about your company in their updates and articles. Authenticity is important

SUMMARYHow do I leverage Sponsored Content?

Subscribe to our newsletterhttp://lnkd.in/AgencyNewsletter

http://lnkd.in/AgencyNewsletter
Page 33: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

What are some best practices for Content Marketing on LinkedIn?

Page 34: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Key Phase: Optimize

Craft a strong message

Leverage content formats that work on LinkedIn and repurpose assets

Use Always On content marketing in waves & use performance data to guide decisions

Optimize

Page 35: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Craft a strong message that is meaningful to your prospect

What You Say:• Value• Relevance• Tone and Voice• Storytelling

How You Say It:• Copy• Imagery• Call to Action• Mobile Friendly

Page 36: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

What You Say

Page 37: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Value

Focused on helping solve target audience’s pain points

Practical guide offered aimed to help their audience be productive and/or successful

The copy establishes relevance immediately by instilling a sense of urgency

Visual is eye-catching and captures the essence of the post

Page 38: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Relevance

Calls out its audience explicitly

Topical subject matter

Creates engagement with a question

Listicles work!

Page 39: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

5.40% engagement rate

Product focused but packaged in a way that draws in the reader

Succinct

Snappy and confident tone

Tone and Voice

Page 40: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

2.70% engagement rate

People want to hear about people, more than products or brands

Thought provoking copy draws click through

Emotive copy and imagery

Storytelling

Page 41: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

How You Say It

Page 42: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Dramatic headline

Succinct copy (<150 characters) that is direct and thought provoking

Directly addresses their audiences

Challenges the reader which conveystheir unique brand

Copy

Page 43: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Focus away from the copy

Simplicity makes it effective

Shareable and snackable

Single click to landing page

Imagery

Page 44: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Post focused exclusively on the call to action and leads by example through the image

Large amount of earned media produced through social actions (likes, comments, follows, shares)

Call To Action

Page 45: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Post is optimized for mobile users by only using title and description

Copy is not cut off

Image is large and eye-catching

Landing page experience is mobile optimized

Mobile Friendly

Page 46: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Best Practices for Always On Content Management

Always run 4-5 pieces of content at a time to each audience; launch in waves to maximize engagement

1

2

3

4

5

Rotate 1 to 2 new pieces of content every week, including nights and weekends

Re-publish evergreen, high performing content with new copy/image

Use A/B test to isolate creative factors that are driving performance to fuel long-term content development

Ensure your landing page is mobile optimized; about 60% Sponsored Content is viewed on mobile devices

Page 47: Content Marketing on LinkedIn · 80% of B2B social media leads come from LinkedIn 50% of members report they are more likely to buy from a company they engage with on LinkedIn 43%

Craft a strong message that is meaningful to your prospect1

2

3

4Post enough content and rotate it based on your target audience’s appetite and interests

What you say must be valuable, relevant, have the right tone and voice, as well as tell a good story

How you say it can be impacted by copy, imagery, call to action and how mobile friendly your message is

SUMMARYBest Practices for LinkedIn Sponsored Content

Subscribe to our newsletterhttp://lnkd.in/AgencyNewsletter

http://lnkd.in/AgencyNewsletter

The Case for B2B Marketing on LinkedIn

Linkedin For B2B Lead Generation

Semiocast : LinkedIn the B2B Marketing Platform (2017)

Live Webinar: LinkedIn B2B Targeting at Scale

LinkedIn naudojimas B2B pardavimams/ Marius Ivanovas

Presentation B2B GALAXY - Linkedin General

5 Linkedin tips for b2b

B2B Marketing Beyond LinkedIn

6 tips for your B2B LinkedIn Groups

B2B Social Media with Linkedin

Workshop Linkedin - B2B

Great B2B Sales Tips For Using Linkedin

B2B Lead Generation via LinkedIn [case study]

LinkedIN b2b training

B2B LinkedIn Best Practice Tips 2015 - Sofar

Sept 2013 LinkedIn B2B Survey Readout

LinkedIn Corporate Power B2B Networking 2013

LinkedIN B2B Social Networking

Why (B2B) brands (should) love LinkedIn

Presentation B2B GALAXY - Linkedin

LinkedIn - B2B Seminar

Why is linkedIn vital for B2B marketing

Advanced b2b lead generation tactics Linkedin

Leveraging LinkedIn for B2B: Transitioning Contacts to Clients

Social Media Marketing LinkedIn & B2B - CEDF · Social Media Marketing –LinkedIn & B2B Samantha Williams President & CEO Sam’s Word, LLC. Purpose of LinkedIn Increase Connections

B2B Lead Generation for LinkedIn - Webinar

LinkedIn Beginners Guide for B2B Businesses

Social Selling - LinkedIn B2B Lead Generation - Sofarbeyond

Engage B2B Buyers On LinkedIn

B2B Marketing Fundamentals - LinkedIn

LinkedIn: What's Trending for B2B Marketing

LinkedIn: Basic Best Practices for B2B Marketers

LinkedIn - Your B2B Partner of Choice

LinkedIn for B2B Sales Enablement

Linkedin for B2B Marketing