Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg

Tactics and Strategies for Driving B2B Marketing Success Using LinkedIn

presents

1 of every 3Professionalson the Planet ison LinkedIn

1/3

Jobs

Content7XContent pages receive 7X the page views vs. job pages

The Definitive Publishing Platform

Professional

Not more content, more relevant content

6

Repurpose Content

CompanyPages SponsoredUpdates(Turn it up to

eleven!)

LinkedInGroups SlideShare

 3 WAYS TO CREATE YOUR BIG ROCK

1Create the all-encompassing guide to whatever the hell conversation you want to own

2The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together

Monday Tuesday Wednesday

Raisin Bran

Spinach

Roast

Raisin Bran

Spinach

3Flip your case studies on their heads—Turn your bottom funnel case

studies into a collection of “success stories”

Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm

Repurpose, repurpose, then repurpose some more

Infographics

Blog Content

Physical Book

Mobile Download

SlideShares Influencer Blogs

WebinarsPodcasts

Take it Global

TurningYourContentIntoCompelling

Updates

Youraudienceshouldalwaysbeatthecenterofyourcontent.ThisisaboutTHEM,notYOU

01Calloutyouraudience

02Usetheword“you”

03Explainwhat’sinitforthem

Optimizing Content• Always ask, “Why would my audience read this?”

• Use concise and compelling intros and headlines

• Ask compelling questions to involve the target audience

• Include a clear call to action, regardless of the objective

• Make sure your landing pages are optimized for mobile traffic

Managing Updates• Plan your editorial calendar, but also react to

timely events

• Respond to comments regularly

• Consider keeping updates running through the weekend

• Test to see what works with your audience and then refine

Optimizing Visuals• Always include an image, presentation, or video

• Ensure the thumbnail is relevant for external links

Company Updates Content Best Practice Cheat Sheet

When you need that extra push…

Setupatestofdifferentupdatestoreachdifferentaudiences

SponsoredUpdate1:TargetedtoCMOs

Theseinsightscanhelpyoudrivetransformationalchangetoyourbusiness.

[link to white paper landing page with tracking tag 1]

SponsoredUpdate2:TargetedtoMarketingDirectors

NeedtodemonstratetheROIofyourmarketingefforts?Theseinsightscanhelp.

[link to white paper landing page with tracking tag 2]

SponsoredUpdate3:TargetedtoSocialMediaManagers

Socialmediamanagers:Gettheinsightsyouneedtodrivetheengagementyouwant.

[link to white paper landing page with tracking tag 3]

BigRockContent

Example:B2BMarketingcompanyXYZhasrecentlylaunchedanewpieceofresearchandispublishingupdatestoLinkedIntodrivemarketerstodownloadit.

UsetargetingonLinkedIntodelivertherightmessagetotherightpersonattherighttime

ButbecarefulNOTtoover-target.

It’simportanttoreacheveryonewhocouldinfluenceabuyingdecision,socastawidenetandthenrefineyourtargetingpreferences.

1. Driving Brand Awareness

2. Generating Quality Leads

3. Driving Event Registration

4. Expanding Thought Leadership

Sponsored Updates Achieve Business Goals in 4 Ways

Sponsored Updates Who’s Doing it Right?

• LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.

Sponsored Updates:Who’s Doing it Right?

38% more leads than other social channels

65% lower cost per lead than other social channels

Sponsored Updates:Who’s Doing it Right?

• As a result of the brand exposure in the LinkedIn feed, research confirmed that U.S. marketing executives were 50% more likely to agree that Adobe can “shape the future of digital marketing.”  

Sponsored Updates:Who’s Doing it Right?

Don’t bury the lead. Concise intros (90-140 characters) are more likely to result in higherengagement.

With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page

Personalize

Test

Control

Personalize your message and offers to your target audience to boost your performance

Test and optimize your reach to the right audience with the right message

66%higher CTR

Sponsored InMails now reach members on mobile where they most often check their messages

Reach mobile users

>50% of inbox views on mobile

80% higher open rate on mobile

MobileisAcceleratingContentConsumption

9pm6pm3pm12pm9am6am

70% ofclicksfromSponsoredUpdateswillcomefrommobile.

Mostimportant,makesureyourlandingpageismobileresponsive—otherwiseyouarewastingleads

The visual is the new headline!

Research shows that a picture is really only worth 81.4 words,

on average.

SlideShare is a Platform for Visual Content Marketing Thought

Leadership

SlideShare for Lead Gen Kicks A**

Visual Kicks Text’s A**

328,000Views!

Who’s Doing it Right?

Cross-channel Integration

Built in Lead Forms

What Does Success Look Like?

Email

Blog

InMail

Company Page

Sponsored Updates

SlideShare

Display

PPC

Twitter

For those about to Launch…..

FIRE!

MQL

Turkey Slices (Non Gated)

Lead Capture

No Yes

RevenueSales

SDRSales Qualified?

BIG ROCK(Gated)

Nurture

No Yes

The Results Out of the Gate

34%

32%

15%

9%

7%4%

EmailBlogInMailDirect/ SEOOtherDisplayAdWords 64%

7%

7%

7%

7%

4%2% 1% 1%

United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance

48

50

18,000% ROI

51

SPONSORED CONTENT B2B MARKETING

Better targeting, relevance and measurement

The most effective platform for marketers to reach audiences, nurture prospects and acquire customers

w

www.welcometothefunnel.com