HOW TO MASTER LINKEDIN FOR MARKETING -1 of 3- by Hubspot

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Published on March 5, 2014

Author: afvh

Source: slideshare.net

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HOW TO MASTER LINKEDIN FOR MARKETING -1 of 3- by Hubspot

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 16

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

#masterlinkedin presentations

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