Published on March 5, 2014
47% of B2B companies actively use LinkedIn SOURCE: InsideView, http://goo.gl/3KfyD
53% of LinkedIn users join 10 or more groups. SOURCE: Power Formula, http://goo.gl/kT79v
+2 new members join LinkedIn every second. SOURCE: COMSCORE 3
There are 7,610 searches on LinkedIn per minute. SOURCE: Social Jumpstart, http://goo.gl/XULtC 4
How to Master LINKEDIN for Marketing Session 3: What Content to Publish on LinkedIn to Drive Engagement #MasterLinkedIn 5
Your Presenters: Lana Khavinson Senior Product Marketing Manager @LinkedIn Rebecca Corliss Inbound Marketing Manager @HubSpot 6
Agenda: 1 Quick LinkedIn Review 2 Content that Works Best 3 How to Post Content to Drive ROI 4 Testing Your Content 5 Measuring Your Success 7
QUICK LINKEDIN REVIEW
Engaged Business-focused Audience 9
Many Marketing Channels Within LinkedIn 1 Company Pages 2 LinkedIn Groups 3 LinkedIn Ads 10
Goals of Using LinkedIn 1 Grow Reach 11
Goals of Using LinkedIn 2 Increase Company Engagement 12
Goals of Using LinkedIn 3 Generate Website Traffic 13
Goals of Using LinkedIn 4 Generate Leads & Customers 14
What Drives All Those Results? ? 15
CONTENT THAT WORKS
Start with Customers’ Questions ? ? ? ? 18
Share Blog Articles 19
Promote Webinar and Event Invitations 20
Generate Intrigue with Discussion Questions 21
Share Ebooks & White Papers 22
Amplify and Target with LinkedIn Ads 23
Tip: Be Helpful, not Promotional 24
HOW TO POST CONTENT TO DRIVE ROI
Have Landing Pages Set Up On Your Site 26
How Content Drives Leads Page Update Landing Page Form Lead Like Blog Post CTA Landing Page Group Discussion Product Page CTA Landing Page
Contribute Content Regularly GOAL: Post once a day. 28
Include Links to Resources on Your Page 29
Include Links to Content within Discussions 30
Encourage Engagement to Grow Reach 31
TESTING YOUR CONTENT
Testing Helps Increase Effectiveness 33
Test Content Type 34
Test Language 1 Tone of Voice 2 Using Questions 3 Using Facts 4 Provide Directions 35
Test Timing & Frequency What Are the DAYS AND TIMES When Your Community Is Most Engaged? 36
Test Ad Variations 37
MEASURE YOUR SUCCESS
Measure Reach and Follower Growth 39
Measure Post Engagement & Clicks 40
Evaluate Network Demographics 41
Website Traffic Driven by LinkedIn 42
Leads from LinkedIn 43
Conversion Rate from Traffic to Leads 44
Customers from LinkedIn 45
Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics
THANK YOU. 47
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