the sophisticated marketer's guide to linkedin: the webinar

of 60 /60
©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg Marketing Solutions Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg

Upload: linkedin-marketing-solutions

Post on 23-Aug-2014

11.442 views

Category:

Marketing


1 download

DESCRIPTION

Once you have downloaded the Sophisticated Marketer's Guide to LinkedIn (Free download here: http://lnkd.in/sgm) It's time to put everything into action. The Sophisticated Marketers Guide to LinkedIn: The Webinar is a one hour strategic live webcast with LinkedIn’s senior content marketing manager Jason Miller. Jason Miller, Sr. Content Marketing Manager at LinkedIn shows you how to tap into the vast opportunities that await your business —increase brand awareness, influence perception, generate leads, and ultimately drive revenue with LinkedIn. In this exclusive webinar you will learn: • Why LinkedIn is a necessary part of your businesses integrated marketing strategy. • How to tap into LinkedIn’s powerful marketing solutions including Company Pages, Company Updates, and gain value immediately. • How to expand the reach of your content marketing strategies using LinkedIn by sharing relevant targeted content to the world's professionals. • Go visual or go home. See real world examples and take away key insights for utilizing SlideShare for thought leadership and lead generation. • And many more tactics that Jason has implemented for social media marketing domination.

TRANSCRIPT

Page 1: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Marketing Solutions

Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA @LinkedInMktg

Page 2: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Feel free to Tweet along: #SophisticatedMKTG

@jasonmillerca

@LinkedInMKTG 2

Page 3: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

1 of every 3 Professionals on the Planet is on LinkedIn

3

Page 4: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 4

Jobs

Content 6X Content pages

receive 6X the

page views vs.

job pages.

Page 5: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 5

The Definitive Publishing Platform

Professional

Page 6: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 6

Brands build relationships with the world’s professionals by using accurate targeting to deliver relevant content

Target Publish Extend Target with accuracy

to reach a high

quality audience

Publish relevant

content in a

professional context

Extend through social

sharing and extend

quality traffic and data

to your sites

Page 7: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 7

Target with Accuracy Using authentic data

Who they are Who they know What they do Their profile Their connections Their behavior

Page 8: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 8

Achieve your objectives With LinkedIn

Publish Extend

Target

Generate Awareness

Generate Traffic and

Leads

Drive Consideration &

Preference

Drive Advocacy

Build Community

Page 9: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Company Page 5 steps to engaging followers on LinkedIn

Establish your presence 1

Attract followers 2

Engage followers 3

Amplify through the network 4

Analyze and refine 5

9

Page 10: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Content

The only art I’ll ever study is stuff that I can steal from.

- David Bowie

Page 11: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 11

Company Page: Who’s Doing it Right?

Page 12: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 12

Company Page: Who’s Doing it Right?

Page 13: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 13

Sponsored Updates: The Crown Jewel of Social Media Advertising

Page 14: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 14

Sponsored Updates: Who’s Doing it Right?

• LinkedIn drove 400% more qualified

leads than any other paid lead

generation platform during the

campaign period.

Page 15: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 15

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.”

Page 16: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 16

Sponsored Updates Content Best Practice Cheat Sheet

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

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

Page 17: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Join the Conversation

HubSpot now has more than

57,000

Followers for its Company Page

96,000 Followers

for its Inbound Marketers Group

LinkedIn Groups: Who’s Doing it Right?

17

Page 18: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 18

LinkedIn Groups: Who’s Doing it Right?

Page 19: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 19

LinkedIn Groups: Who’s Doing it Right?

Page 20: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 20

Let’s Talk About Content…

Page 21: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends

LinkedIn by the Numbers

21

Page 22: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 22

Page 23: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 23

Useful x Enjoyable x Inspired = Innovative Content

Ann Handley’s Formula:

Page 24: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 24

Page 25: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 25

The visual is the new headline!

Page 26: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Visual Kicks Text’s A**

328,000 Views!

Slideshare Channels Presentations

26

Page 27: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

First Page Results!

Slideshare Channels Presentations

27

Page 28: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Slideshare is also a search engine

Slideshare Channels Presentations

28

Page 29: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Meet the experts

Slideshare Channels Presentations

29

Page 30: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

The Infographic is not Dead. Claiming that Something is Dead, is.

30

Page 31: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Integrate your presentations across

multiple channels

Slideshare Channels Presentations

31

Page 32: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 32

Ready, Aim, Target – A Frictionless Content Experience

Page 33: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

When we need that extra push…

Page 34: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 34

Bonus Lightning Round

Page 35: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 35

You may ask yourself, why didn’t I think of that?

Page 36: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 36

Promoting your event? Check…

Page 37: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

A Coupon Code Inside Your

Slidedeck? I’ll Take It!

37

Page 38: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 38

A visual journey of FAQs? Genius.

Page 39: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 39

Clickable links inside your SlideShare deck, Boom!

Page 40: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Fueling your LinkedIn Content Hubs

Page 41: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Bread is Dead, Be the Bacon

41

Page 42: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Blogging Food Groups

Categories of Content

Content Specifics

Raisin Bran content: The basic, everyday content

that you can dish out quickly

How-to posts (e.g. SU videos)

Sharing Influencer/ third-party posts

Useful, relevant topics for marketers

Repurposing of old content

Spinach content: The stuff that’s good

for you, even if it’s difficult to chew

Thought leadership pieces

Guest Topics/ Blog Posts

Case Studies

Roasts: The valuable, time-consuming projects

that leave your guests begging for more

Strategic research and analysis

LI MKTG Trends POVs

Big Rock content

Chocolate cake content: Everyone wants

a second piece of this sweet treat

Light-hearted, easily-digestible content

Cultural content (e.g. Day in the Life)

Amusing videos, graphics, stories

Tabasco* content: Sometimes you just need a

little fire on the tongue

Bold statements with strong POV

Thought leadership pieces

Calculated and strategic

The Blogging Food Groups Categories

42

Page 43: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Monday Tuesday Wednesday Thursday Friday Saturday

Raisin Bran

Spinach

Roast

Raisin Bran

Spinach

Raisin Bran

Chocolate

Cake

LinkedIn Marketing Solutions Blog Content Calendar

43

Page 44: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Repurpose Content

44

Page 45: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Repurpose Activity

Blogs

Slide Presentation

Webinars Videos

Infographics

Content

Choose your content

How it would be used in a blog

How it would be used in SlideShare

How it would be used in a webinar

How it would be used in a video

How it would be used in a infographic

Think of a piece of content from the wheel to the right and how it could

be repurposed into the other parts of the wheel.

45

Page 46: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Influencer Content

46

Page 47: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Empowering Advocates

47

Page 48: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Washed Up? Who Says So? Think of a piece of content from the wheel to the right and how it could

be repurposed into the other parts of the wheel.

48

Page 49: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Ask yourself:

1. What’s the cadence of main pillars?

2. What’s the cadence of sub-pillars?

3. Example post for each day

- What type of post is it?

- If photo, what type of image will it be?

- Distribution: national or geo-targeted?

- Distribution: Who will it be boosted to?

Creating a LinkedIn Content Calendar

49

Page 50: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Page 51: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 51

Page 52: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

The Sophisticated Marketers Guide to LinkedIn

Podcast: SlideShare

Big Rock Content repurposed into “Turkey Slices”

52

Page 53: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

eBooks

Blogs:

53

Page 54: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 54

infographics

Page 55: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 55

The

Webinar

Physical Book

Page 56: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 56

Take it Global

Page 57: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg 57

• Sponsored Updates

• Email

• InMail

• SlideShare

• Webinars

• Display Ads

• Influencer Outreach

• Guest Blogs

• Twitter

• LinkedIn Groups

• Sales Training

“I haven’t been everywhere yet,

but it’s on my list.”

Be Everywhere

Page 58: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Download the Sophisticated Marketer’s Guide to

LinkedIn: http://lnkd.in/sgm

58

Get the Guide!

Page 59: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

Content

It’s up to marketers to deliver a better content experience

Page 60: The Sophisticated Marketer's Guide to LinkedIn: The Webinar

©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions #sophisticatedmktg

I Love You All.

Goodnight!

Now go create some bloody good content!