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