how aberdeen asset management create awareness and generate sales leads on linkedin

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Jon Lombardo LinkedIn, Content Marketing Lead Mathew Greenlay Aberdeen Asset Management, Director of Integrated Marketing HOW ABERDEEN ASSET MANAGEMENT CREATE AWARENESS AND GENERATE SALES LEADS ON LINKEDIN

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Page 1: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

Jon LombardoLinkedIn,

Content Marketing Lead

Mathew GreenlayAberdeen Asset Management,

Director of Integrated Marketing

HOW ABERDEEN ASSET MANAGEMENT

CREATE AWARENESS AND GENERATE SALES LEADS ON

LINKEDIN

Page 2: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

TODAY’SAGENDA

Page 3: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

1. SETTING-UP OUR STRATEGY2. CREATING OUR DESTINATION3. PRODUCING COMPELLING CONTENT4. DISTRIBUTING ACROSS SOCIAL5. ACHIEVEING AMPLIFICATION WITH LINKEDIN6. WHAT ARE SPONSORED UPDATES?7. CREATING GREAT CONTENT TO ENGAGE THE LINKEDIN AUDIENCE8. TURNING YOUR CONTENT INTO COMPELLING SPONSORED UPDATES9. TEST, LEARN AND OPTIMIZE10.CONCLUSION

AGENDA

Page 4: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

5 STEPS TO ACHIEVING CONTENT

MATURITY

Page 5: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

• Strategy• Destination• Content • Social Distribution• Amplification

5 steps to achieving content maturity

Page 6: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

Offer an innovative, valuable and rewarding route to your audience

“We need to differentiate, and offer value-add experience to our clients and prospects.”

1/STRATEGY – WHY?

Page 7: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

Take the whole business on a journeyEducate as you go – be the evangelist - Compliance - Marketing - Legal - HR - Customer Service - Communications

1/STRATEGY – WHO?

Page 8: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

Do your research – internal and externalKnow where the opportunities are• Competitor research• What systems and processes do you need to align with?• Where are your audience?• What makes you unique?

- What channels will work best for you and how will you use them?

1/STRATEGY – HOW?

Page 9: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

2/ DESTINATION

Page 10: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

3/ CONTENT IS KING AND QUEEN

Page 11: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

3/ CONTENT IMAGERY

Page 12: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

3/ CONTENT HEADLINE

Page 13: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

3/ CONTENT HIERARCHY

Page 14: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

4/DISTRIBUTION

Page 15: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

4/LINKEDIN UPDATES

Page 16: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

5/AMPLIFICATION

Twitter: Promoted TweetsGoogle: PPC advertising YouTube: In-Stream video Outbrain: Syndicated content

LinkedIn: Sponsored Update

Page 17: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

OUR RESULTS AFTER 3 MONTHS

Page 18: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

OUR RESULTS AFTER 3 MONTHS

Page 19: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA

WHAT PEOPLE ARE SAYING

“This whole series of videos is outstanding. Much like Aberdeen’s global brand campaign and social sites, stellar in the category of global finance – refreshing for its Simplicity. Patti Boyle, LinkedIn user (2015)

“Aberdeen effectively owned the UK audience on LinkedIn over the period of the campaign”LinkedIn Account Manager (March 2015)

Page 20: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

AGENDA• Take your business on a journey – be the evangelist

• Find out what best works for you

• Agree what can be achieved• How to maintain quality • What frequency can be sustained• Who is responsible

• Test, learn and evolve

IN SUMMARY

Page 21: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

THE SOPHISTICATED MARKETER’S GUIDE TOSPONSORED UPDATES

Page 22: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn
Page 23: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

WHY SPONSORED UPDATES?

Page 24: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

NATIVE ADVERTISING IN THE WORLD’S ONLY PROFESSIONAL NEWSFEED

Page 25: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

THREE FEATURES THAT SET SPONSORED UPDATES APART

ACCURATE PROFILE-BASED TARGETING

PROFESSIONAL MINDSET CREATES A FAVORABLE CONTENT MARKETING ENVIRONMENT FOR BRANDS

PREMIUM AUDIENCE AT SCALE

Page 26: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

THREE REASONS TO INCLUDE SPONSORED UPDATES IN YOUR MEDIA MIX

MOBILE-OPTIMISED ADS AT SCALE

USEFUL FOR BRAND BUILDING, CONTENT ENGAGEMENT& LEAD GENERATION

PERFORM 3X-5X BETTER THAN TYPICAL DISPLAY ADS

Page 27: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

WHY GREAT CONTENT IS ESSENTIAL IN MODERN

MARKETING

Page 28: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

Content Matters:

10

74%

90%

Number of pieces of content buyers engage with to research their purchase.-Source: Google, Zero Moment of Truth Study

Of B2B buyers choose a vendor that’s first to help them with useful content.-Source: Inside Sales

Amount of purchase process that buyers complete before making contact with vendor.-Source: Forrester

PEOPLE BUY YOUR PERSPECTIVE FIRST AND YOUR PRODUCTS SECOND

Page 29: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

Keys to Great Thought-Leading ContentYOU NOW SHARE YOUR PERSPECTIVE THROUGH THOUGHT LEADERSHIP

PRO TIP: FOR THE 8 CRITERIA OF THOUGHT LEADERSHIP, CONSULT THE BLOOM GROUP’S BLOG POSTS.

Page 30: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

On LinkedIn, Speak to the Professional Mindset

-Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks

LINKEDIN MEMBERS WANT THOUGHT LEADERSHIP FROM BRANDS

Page 31: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

On LinkedIn, Speak to the Professional Mindset6 QUESTIONS TO ASK YOURSELF WHEN PRODUCING CONTENT FOR LINKEDIN

Page 32: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

Build a Sturdy Campaign FoundationDEVELOP AN ‘ALWAYS-RELEVANT’ CONTENT CALENDAR

Page 33: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

[5] TIPS FOR TURNING YOUR CONTENT

INTO COMPELLING SPONSORED UPDATES

Page 34: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

Target Your Content to the Right Customers1. FOCUS ON YOUR AUDIENCE

Page 35: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

Think Like a Journalist2. THINK LIKE A JOURNALIST

Page 36: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

PRO TIP: IMAGE POSTS *GET UP TO 2X PERFORMANCE

3. INVEST IN STRONG VISUALS

Page 37: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

Make Your Pages Mobile Ready4. DESIGN FOR MOBILE

PRO TIP: 75% of Sponsored Updatesengagement comes from mobile

Page 38: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

5. ‘FRAME ALL THE THINGS’

PRO TIP: REVIEW UPWORTHY’S SLIDESHARE PRESENTATION ON ‘THE SWEET SCIENCE OF VIRALITY’ FOR MORE TIPS

Page 39: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

On LinkedIn, Speak to the Professional MindsetWHAT GREAT CONTENT LOOKS LIKE

Page 40: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

MEASURINGSUCCESS

Page 41: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

“Always Be Optimizing”MAKE SURE YOU TRACK YOUR POST TRAFFIC

Page 42: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

On LinkedIn, Speak to the Professional MindsetWHAT TO MEASURE: BRAND AWARENESS

Page 43: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

On LinkedIn, Speak to the Professional MindsetWHAT TO MEASURE: LEAD GENERATION

Page 44: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

WE HAVE DEDICATED RESOURCES

FOR YOU TO REFERENCE

Page 45: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

REMEMBER THAT WE HAVE AN ENTIRE EBOOK DEDICATED TO THESE TOPICS

Page 46: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

Q&A

Page 47: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

5 steps to achieving content maturity

• Strategy• Destination• Content • Social Distribution• Amplification

Page 48: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

1/ Strategy

Why?

Offer an innovative, valuable and rewarding route to your audience

“We need to differentiate, and offer value-add experience to our clients and prospects.”

Page 49: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

1/ Strategy

Who?

Take the whole business on a journeyEducate as you go – be the evangelist - Compliance - Marketing - Legal - HR - Customer Service - Communications

Page 50: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

1/ Strategy

How?

Do your research – internal and externalKnow where the opportunities are• Competitor research• What systems and processes do you need to align with?• Where are your audience?• What makes you unique?

- What channels will work best for you and how will you use them?

Page 51: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

2/ Destination

Page 52: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

3/ Content is King and Queen

Page 53: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

3/ Content Imagery

Page 54: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

3/ Content Headline

Page 55: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

3/ Content Hierarchy

Page 56: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

4/ Distribution

Page 57: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

4/ Linkedin Updates

Page 58: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

5/ Amplification

Google: PPC advertising YouTube: In-Stream videoTwitter: Promoted Tweets

LinkedIn: Sponsored Update

Outbrain: Syndicated content

Page 59: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

Our results after 3 months

Page 60: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

Our results after 3 months

Page 61: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

“Aberdeen effectively owned the UK audience on LinkedIn over the period of the campaign”LinkedIn Account Manager (March 2015)

What people are saying…

“This whole series of videos is outstanding. Much like Aberdeen’s global brand campaign and social sites, stellar in the category of

global finance – refreshing for its Simplicity. Patti Boyle, LinkedIn user (2015)

Page 62: How Aberdeen Asset Management create awareness and generate sales leads on LinkedIn

In summary

• Take your business on a journey – be the evangelist• Find out what best works for you• Agree what can be achieved

• How to maintain quality • What frequency can be sustained• Who is responsible

• Test, learn and evolve