Published on February 25, 2014
PART 1: Why Sophisticated The does my business Marketer’s Guide to need Linkedin? From brand building, to lead generation, to content marketing and advertising, Linkedin can help you build your business. LinkedIn is so much more than a place to find a job or an online resume. It’s quickly becoming the go-to content publishing platform for the professional mindset. As more professionals are spending more and more time looking for new content and keeping in touch with their networks, it brings with it an opportunity for marketers. The idea of being a sophisticated marketer comes from the current state of the golden age of social media marketing and how it is Marketing and Advertising ss consider ation action 8:00 a.m. Publish with a Purpose: Information Technology and Services Financial Services transforming into the enlightening era. No longer can marketers just do social, they need results and actionable insights in order to prove the value of their efforts. And no longer are we forced to take a spray and pray method to get our message heard in the noisy world of social. The technology is in place that allows us to take a much more refined approach, a sophisticated approach if you will, to social media marketing on the world’s largest professional network. awarene Most LinkedIn members look for inspiration early in the day with peak consumption at 8:00 a.m. CONTENT MARKETING ON LINKEDIN PART 1: Why does my business need LinkedIn? 1
Publish with a Purpose: Content Marketing on LinkedIn As the world’s largest professional network, LinkedIn is a powerful publishing platform. We help marketers directly engage LinkedIn members with content and experiences that are professionally relevant. Think of it as “publishing with a purpose.” On LinkedIn, you have the opportunity to build relationships with your targets by using accurate targeting to share relevant content. LinkedIn provides the following solutions for delivering content to our members: • ompany Pages, Showcase Pages,Follow Company C Ads and Company Updates • Sponsored Updates • SlideShare • Content Ads • LinkedIn Groups If you liked this excerpt from the Sophisticated Marketer’s Guide to LinkedIn, Download the Full Guide Here 2
Publish with a Purpose: Content Marketing on LinkedIn Company Pages, Showcase Pages, Follow Company Ads and Company Updates: Be Found and Connect with Those that Matter Most LINKEDIN: A KEY PLATFORM FOR B2B CONTENT DELIVERY How effective are these Social Networks in delivering B2B Content (% of respondents) • ore than 3 million companies leverage their M Company Page to promote content and build relationships • ompany Pages allow you to showcase thought C leadership content to prospective clients % 0 10 20 Effective 30 40 50 Ineffective 60 70 80 90 100 I don’t use it • ompany Updates containing links can have up to C 45% higher follower engagement than those without Source: “Customer Engagement: The Role of Content in the IT Purchase Process & Connecting Content Marketing to Sales Follow Up.” IDG Enterprise, Sep’2013. N=1,138 range of industries worldwide were surveyed in Spring 2013. Download the Full Guide Here 3
Showcase Pages: Reach and Build a Relationship with Specific Audiences • uild a presence and present a unique voice for B every part of your business • reate dedicated pages for your more prominent C brands, businesses and initiatives to extend your LinkedIn presence and deliver specific messages for each target audience • onitor performance through dedicated M analytic tools 5 steps to engaging followers on LinkedIn 1. Establish your presence 2. Attract followers 3. Engage followers 4. Amplify through the network 5. Analyze and refine Download the Full Guide Here 4
Attract More Followers • ngage your colleagues. Employees are 70% more E likely to engage with your company updates, so ask them to participate • ultivate a larger following with a multi-channel C approach – add a link to your company page in e-mail signatures, create a customized banner or button • dd a Follow button to your website A Did You Know Fun Fact There are more than 1.5 million unique publishers actively using the LinkedIn share button on their sites to send content into the LinkedIn platform. Download the Full Guide Here 5
Follow Company Ads • eliver personalized messages right to the D homepages of your target audience • nce members choose to follow you, their O new status is shared with their full network • t’s a powerful social means of building I your audience Download the Full Guide Here 6
Company Updates A powerful tool to reach and engage professionals with relevant content • hink like a journalist and add a point of view, T ask a thoughtful question or include a clear call to action LinkedIn By the Numbers: EXECUTIVES RATE LINKEDIN HIGH ON VALUE THEY GAIN FROM THEIR SOCIAL MARKETING INITIATIVES % rating value as either “extremely valuable” or “valuable” Branded Blog 64% LinkedIn 60% Twitter 59% Facebook 58% YouTube 50% LinkedIn Groups 48% • tand out with a compelling image or rich media S • ake your content snackable and valuable M • eep your audience’s attention and produce K content consistently • Use Sponsored Updates to promote your best content Sources: Content Marketing gets Social,” Unisphere research, 2013, N= 217 Nielsen, Paid Social “ Media Advertising Report, 2013. N = 500 U.S. digital marketing and media professionals Download the Full Guide Here 7
Sponsored Updates Place your content right alongside content from news sources, thought leaders and brands • Raise awareness and shape perception • Drive quality leads • uild relationships with the world’s professionals B • each a targeted audience beyond your Company R Page followers • ear real-time reporting and analytics help you N fine-tune your strategy instantly Think of Targeted and Sponsored Updates as being native advertising Sponsored updates are native to the browsing experience, incorporated directly into the member’s feed so as not to interrupt the stream of content. Download the Full Guide Here 8
SlideShare Tap into the visual tendencies • stablish your brand as a thought leader around E topics and keywords • hare presentations, videos, infographics and other S documents with your LinkedIn network • pload portfolios, conference talks, marketing/sales U presentations and more • mbed videos in presentations and add audio E to make a webinar 60 MILLION visitor a month and 3 BILLION slide views per month SlideShare is the world’s largest professional content-sharing community Download the Full Guide Here 9
Content Ads Standard Content Ad Enhance the Member Experience without interrupting it • ontent ads use images and video content that C stand out above the fold on LinkedIn’s clean, uncluttered page design • osition your company as a thought leader and P engage your audience with white papers, videos, brochures and other high-value content without interrupting the user flow and enhancing the member experience Standard content ad enlarged Download the Full Guide Here 10
SlideShare SlideShare Content Ad Content Ads Enable seamless engagement • xtend the reach and discoverability of your E SlideShare content • Drive engagement by offering user value • emonstrate thought leadership and D industry expertise SLIDESHARE content ad enlarged • our audience interacts with a presentation Y in the ads just as they would on SlideShare • mbedding a lead capture form within E the presentation allows your audience to connect with you without interrupting their LinkedIn session • Analytics and metrics provide a uniquely in-depth view of engagement with your content Download the Full Guide Here 11
LinkedIn APIs Deepen engagement and share content network-wide • Create custom branded experiences • embers sign in using their LinkedIn login without M entering additional data • Experiences can be tailored based on profile data • ncourages your experience to go viral by triggering E it to publish updates about a user’s activities Statoil Taps into LinkedIn API to Create a Content Hub Statoil wanted to shift its image from a big-oil company to a forward-thinking energy organization. Using a LinkedIn API, it created a content hub called Energy Realities that helped it reach the right audience and amplify its content and social actions. Read Case Study Download the Full Guide Here 12
LinkedIn Groups Join the conversation • oin up to 50 groups that will prove the best J investment of your time and then participate • eigh in on active discussions W • oint fellow members to additional P high-value information • osition yourself as a trusted and helpful peer P LinkedIn Groups for Business HubSpot’s Inbound Marketer’s LinkedIn Group is another stellar example of how a marketer can best utilize a group within LinkedIn. HubSpot now has more than 50,000 followers for its Company Page, and more than 96,000 members for the Inbound Marketers group—significant audiences for its messages about best practices for inbound marketing. Download the Full Guide Here 13
Branded Communities Join the conversation • reate your own exclusively branded forum – C a targeted environment that establishes your company’s expertise and builds an active community that endorses your brand • s the Community sponsor, you’ll leverage A exclusive ad positions to share company, brand and product messages • eekly emails to Community members W drive engagement 100,000 LinkedIn Members join new Groups everyday You can find communities to join in the Groups Directory or view suggestions of groups you may like. Here’s how to create a new community focused on a particular topic or industry. • ommunity management tools help you stay C involved in the conversation • romote your content and messages in the P right-hand rail with units that support rich media and video Download the Full Guide Here 14
About Us Relationships Matter LinkedIn members number more than 259 million professionals. That’s over one-third of the 600 million professionals on the planet. This represents the largest group anywhere of influential, affluent and educated people. With LinkedIn Marketing Solutions, brands build relationships with the world’s professionals by using accurate targeting to deliver relevant content and communications. Professional Publishing Platform Our evolution into a professional publishing platform drives increased engagement on LinkedIn. Compared with other professional publishers, content on LinkedIn works differently. The rich data on our platform means we can deliver the most relevant content to our members. LinkedIn Corporation © 2014 As today’s connected professionals seek out ideas and insights from the people and brands they trust, marketers use LinkedIn to target advertising and publish relevant content in a professional context. Brands extend reach through the social sharing that occurs naturally on LinkedIn, as well as by extending LinkedIn data to their sites and brand experiences through APIs. For more information, please visit our Marketing Solutions site.
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