The sophisticated marketer’s guide to LinkedIn – the webinar
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The document outlines strategies for effective content marketing on LinkedIn, emphasizing the importance of relevant content and audience engagement. It suggests repurposing content, optimizing updates, and leveraging sponsored updates to enhance brand awareness and generate leads. Additionally, it highlights best practices for mobile optimization and measuring the success of content strategies.
![Set up a test of different updates to reach different audiences.
Sponsored Update 1:
Targeted to CMOs
These insights can help you drive
transformational change to your business.
[link to white paper landing page with tracking tag 1]
Sponsored Update 2:
Targeted to Marketing Directors
Need to demonstrate the ROI of your
marketing efforts? These insights can help.
[link to white paper landing page with tracking tag 2]
Sponsored Update 3:
Targeted to Social Media Managers
Social media managers: Get the insights you
need to drive the engagement you want.
[link to white paper landing page with tracking tag 3]
Big Rock
Content
Example: B2B Marketing company XYZ has
recently launched a new piece of research
and is publishing updates to LinkedIn to drive
marketers to download it.](https://image.slidesharecdn.com/thesophisticatedmarketersguidetolinkedinthewebinar-150609113102-lva1-app6891/85/The-sophisticated-marketer-s-guide-to-LinkedIn-the-webinar-23-320.jpg)
The sophisticated marketer’s guide to LinkedIn – the webinar
- 1. Jon Lombardo Content Marketing Lead LinkedIn Marketing Solutions The Sophisticated Marketer’s Guide to LinkedIn – The Webinar presents Emma Hewage Head of Marketing EMEA LinkedIn Marketing Solutions
- 2. 1 of every 3 Professionals on the Planet is on LinkedIn
- 3. Jobs Content Content pages receive 7X the page views vs. job pages.
- 5. 5 Not more content, more relevant content
- 6. 41% of overall respondents say they would consider ending a brand relationship because of irrelevant promotions, and an additional 22% say they would definitely defect from the brand. RAGE AGAINST IRRELEVANCE…. 41%44%
- 7. 7
- 8. 8 Repurpose Content Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare
- 9. 9 WAYS TO CREATE YOUR BIG ROCK
- 10. 10 1 Create the all- encompassing guide to whatever the hell conversation you want to own
- 11. Download the Sophisticated Marketer’s Guide to LinkedIn from emea.marketing.linkedin.com
- 12. 12
- 13. Take it Global
- 14. 14 2 The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together Monday Tuesday Wednesday Raisin Bran Spinach Roast Raisin Bran Spinach
- 15. The blog is the social media rug that ties the room together.
- 16. The Blogging Food Groups A steady diet of quality content for your blog Monday Tuesday Wednesday Thursday Friday Saturday Raisin Bran Spinach Roast Raisin Bran Spinach Raisin Bran Chocolate Cake
- 17. 17 3 Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”
- 18. 18 T u r n i n g Yo u r C o n t e n t I n t o C o m p e l l i n g U p d a t e s
- 19. Your audience should always be at the center of your content. This is about THEM, not YOU. 01 Call out your audience 02 Use the word “you” 03 Explain what’s in it for them 16
- 20. 6 Company Updates: Best Practices Optimising 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 optimised 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 Optimising visuals • Always include an image, presentation, or video • Ensure the thumbnail is relevant for external links
- 21. 21 When you need that extra push…
- 22. • Driving Brand Awareness • Expanding Thought Leadership • Generating Quality Leads • Driving Event Registration Sponsored Updates To Achieve Business Goals
- 23. Set up a test of different updates to reach different audiences. Sponsored Update 1: Targeted to CMOs These insights can help you drive transformational change to your business. [link to white paper landing page with tracking tag 1] Sponsored Update 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. [link to white paper landing page with tracking tag 2] Sponsored Update 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. [link to white paper landing page with tracking tag 3] Big Rock Content Example: B2B Marketing company XYZ has recently launched a new piece of research and is publishing updates to LinkedIn to drive marketers to download it.
- 24. Use targeting on LinkedIn to deliver the right message to the right person at the right time. But be careful NOT to over-target. It’s important to reach everyone who could influence a buying decision, so cast a wide net and then refine your targeting preferences.
- 25. Sponsored Updates Who’s Doing it Right? • LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
- 26. Sponsored Updates: Who’s Doing it Right? 38% more leads than other social channels 65% lower cost per lead than other social channels
- 27. 27 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.”
- 28. Sponsored Updates: Who’s Doing it Right? Don’t bury the lead. Concise intros (90-140 characters) are more likely to result in higher engagement.
- 29. 29 With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page Personalise Test Control
- 30. 30 Personalise your message and offers to your target audience to boost your performance
- 31. 31 Test and optimise your reach to the right audience with the right message 66%higher CTR
- 32. 32 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
- 33. Mobile is Accelerating Content Consumption 9pm6pm3pm12pm9am6am
- 34. 70% of clicks from Sponsored Updates will come from mobile. Most important, make sure your landing page is mobile responsive— otherwise you are wasting leads. 21
- 35. Marketo reports a £10 drop in CPL when shortening a form from 9 fields to 5. Only capture the information you absolutely need – this will help with conversions, especially on mobile 21
- 36. “On the average, 5 times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
- 37. The visual is the new headline!
- 40. Research shows that a picture is really only worth 81.4 words, on average.
- 41. SlideShare is a Platform for Visual Content Marketing Thought Leadership
- 42. SlideShare for Lead Gen Kicks A**
- 43. Visual Kicks Text’s A** 328,000 Views! Who’s Doing it Right?
- 45. Built in Lead Forms
- 47. What Does Success Look Like?
- 48. 48 MQL 48 Turkey Slices (Non Gated) Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
- 49. The Results Out of the Gate 34% 32% 15% 9% 6% 4% Email Blog InMail Direct/ SEO Other Display AdWords 64%7% 7% 7% 6% 4% 2% 1% 1% United States Netherlands India Canada Australia UK Germany New Zealand Singapore France
- 50. 50 18,000% ROI
- 51. 51 How do you Know if Your Content Strategy is Working? Increased referral traffic Social Engagement Higher quality leads
- 52. Trending Content The Topics That Matter to Your Audience
- 53. 53 Content Marketing Score Measure your brand’s influence Score Benchmarking Recommendations Measure your influence Compare to your peers How to improve
- 54. 54 Discover our Sophisticated Marketer’s Series
- 55. 55 Demand GenContent Vertical Specific
- 56. 56 Thank You! Emma Hewage Head of Marketing EMEA LinkedIn Marketing Solutions Jon Lombardo Content Marketing Lead LinkedIn Marketing Solutions