the sophisticated marketer's guide to linkedin: the webinar
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
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Marketing Solutions
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA @LinkedInMktg
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Feel free to Tweet along: #SophisticatedMKTG
@jasonmillerca
@LinkedInMKTG 2
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1 of every 3 Professionals on the Planet is on LinkedIn
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Jobs
Content 6X Content pages
receive 6X the
page views vs.
job pages.
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The Definitive Publishing Platform
Professional
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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
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Target with Accuracy Using authentic data
Who they are Who they know What they do Their profile Their connections Their behavior
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Achieve your objectives With LinkedIn
Publish Extend
Target
Generate Awareness
Generate Traffic and
Leads
Drive Consideration &
Preference
Drive Advocacy
Build Community
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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
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Content
The only art I’ll ever study is stuff that I can steal from.
- David Bowie
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Company Page: Who’s Doing it Right?
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Company Page: Who’s Doing it Right?
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Sponsored Updates: The Crown Jewel of Social Media Advertising
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Sponsored Updates: Who’s Doing it Right?
• LinkedIn drove 400% more qualified
leads than any other paid lead
generation platform during the
campaign period.
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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.”
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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
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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?
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LinkedIn Groups: Who’s Doing it Right?
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LinkedIn Groups: Who’s Doing it Right?
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Let’s Talk About Content…
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Source: Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends
LinkedIn by the Numbers
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Useful x Enjoyable x Inspired = Innovative Content
Ann Handley’s Formula:
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The visual is the new headline!
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Visual Kicks Text’s A**
328,000 Views!
Slideshare Channels Presentations
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First Page Results!
Slideshare Channels Presentations
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Slideshare is also a search engine
Slideshare Channels Presentations
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Meet the experts
Slideshare Channels Presentations
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The Infographic is not Dead. Claiming that Something is Dead, is.
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Integrate your presentations across
multiple channels
Slideshare Channels Presentations
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Ready, Aim, Target – A Frictionless Content Experience
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When we need that extra push…
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Bonus Lightning Round
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You may ask yourself, why didn’t I think of that?
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Promoting your event? Check…
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A Coupon Code Inside Your
Slidedeck? I’ll Take It!
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A visual journey of FAQs? Genius.
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Clickable links inside your SlideShare deck, Boom!
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Fueling your LinkedIn Content Hubs
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Bread is Dead, Be the Bacon
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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
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Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
LinkedIn Marketing Solutions Blog Content Calendar
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Repurpose Content
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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.
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Influencer Content
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Empowering Advocates
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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.
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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
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The Sophisticated Marketers Guide to LinkedIn
Podcast: SlideShare
Big Rock Content repurposed into “Turkey Slices”
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eBooks
Blogs:
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infographics
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The
Webinar
Physical Book
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Take it Global
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• Sponsored Updates
• InMail
• SlideShare
• Webinars
• Display Ads
• Influencer Outreach
• Guest Blogs
• LinkedIn Groups
• Sales Training
“I haven’t been everywhere yet,
but it’s on my list.”
Be Everywhere
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Download the Sophisticated Marketer’s Guide to
LinkedIn: http://lnkd.in/sgm
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Get the Guide!
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Content
It’s up to marketers to deliver a better content experience
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I Love You All.
Goodnight!
Now go create some bloody good content!