your linkedin content marketing tactical plan
TRANSCRIPT
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A daily playbook for successful content marketing on LinkedIn
LIVE WEBINAR: YOUR
4/5/201711:00am PST | 2pm PST
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Alex RynneContent Marketing Manager,LinkedIn Marketing Solutions@amrynnie
BEFORE WE GET STARTED…
• Any questions? Send them via the Q&A feature• Any shout-outs? Tweet them @LinkedInMktg
via #LinkedInMktg
• Is this presentation recorded? Of course!
#LinkedInMktg
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OVERVIEW:
• Why should you have a LinkedInMarketing plan?
• 4 Planning Basics to Set You Upfor Content Marketing Success
• 6 Opportunities for the Taking
• LinkedIn Company& Showcase Pages
• LinkedIn SlideShare• Publishing on LinkedIn• LinkedIn Sponsored Content• LinkedIn Sponsored InMail• LinkedIn Text Ads
• LinkedIn Conversion Tracking
• Your 1-Page Printable Plan
#LinkedInMktg
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79%
80%
43%
Of B2B marketers believe social media isan effective marketing channel
Of B2B leads come from LinkedIn
According to HubSpot, 43% of marketers say thatthey have sourced a customer from LinkedIn
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28%
Marketers with a documented strategyare 4x more effective
Of Marketers have a documentedcontent marketing strategy
#MissedOpportunity
30% Of marketers feel their marketingstrategy is effective
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“FAIL TO PLAN, PLAN TO FAIL”
• Delegate • Follow brand guidelines• Look beyond your team
to source content• Build an editorial calendar
4 PLANNING BASICS TO SET YOU UPFOR CONTENT MARKETING SUCCESS
#LinkedInMktg
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6 LinkedIn Content Marketing Opportunitiesfor the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Content & Direct Sponsored Content
LinkedIn Sponsored InMail
LinkedIn Text Ads
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ESTABLISH YOUR COMPANY’S IDENTITY AND BUILDRELATIONSHIPS WITH THE WORLD’S PROFESSIONALS
#LinkedInMktg
IDENTITYYour company’s profile tothe world’s professional
NETWORKConnect professionals andyour employees to driveeconomic opportunity
KNOWLEDGEShare content & opportunities tomake professionals more productive& successful
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LINKEDIN COMPANY & SHOWCASE PAGES
Highlight your individual brandswith Showcase Pages
• Create a dedicated page for aspects of your business with their own messages and audience to share with
• Allow LinkedIn members to follow the aspects of your business they’re interested in
• Share focused content to build a relationship with a specific audience
#LinkedInMktg
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LINKEDIN COMPANY & SHOWCASE PAGESWHAT TO SHARE
#LinkedInMktg
1 HR.DAILY
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LINKEDIN COMPANY& SHOWCASE PAGESMEETING YOUR OBJECTIVES
Brand Awareness
Lead Generation
Thought Leadership
Event Registration
#LinkedInMktg
• Page Followers
• Post Clicks
• Engagement
KEY METRICS
• Comments
• Inquiries and Leads
• Event Registrants
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LINKEDIN COMPANY& SHOWCASE PAGES
Post 3-4x a day
Engage with and respondto followers’ comments
Change header imageevery 6 months
ACTION ITEMS
#LinkedInMktg
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LINKEDIN SLIDESHARE
70 million monthly unique visitors
40,000 new pieces of content added monthly
#LinkedInMktg
Among the top 100 most-visited websitesin the world.
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LINKEDIN SLIDESHAREWHAT TO SHARE
#LinkedInMktg
30 MIN.DAILY
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LINKEDIN SLIDESHAREMEETING YOUR OBJECTIVES
#LinkedInMktg
• Inquiries and leads
• Demographics of yourreaders and followers
• Linkbacks
KEY METRICS
• Keyword rankings
• Views
• Actions (Downloads,Likes & Embeds)
Lead Generation
Brand Awareness &Thought Leadership
SEO
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LINKEDIN SLIDESHARE
Upload new content weekly
Highlight decks on profile page
Group content into playlists
Add lead forms
Leverage the clipping tool
ACTION ITEMS
#LinkedInMktg
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PUBLISHING ON LINKEDIN
Our over 1 million unique publishers publish morethan 130,000 posts a week on LinkedIn.
45%About 45% of readers are in theupper ranks of their industries:managers, VPs, CEOs, etc.
#LinkedInMktg
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PUBLISHING ON LINKEDINWHAT TO SHARE
#LinkedInMktg
1 HR.DAILY
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PUBLISHING ON LINKEDINMEETING YOUR OBJECTIVES
Thought Leadership
#LinkedInMktg
KEY METRICS
• Post Views & Profile Views
• Demographics of Your Readers
• Likes, Comments & Shares
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PUBLISHING ON LINKEDINACTION ITEMS
Publish whenever youfeel passionate
Recommended: Bi-weeklyor once a month
#LinkedInMktg
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LINKEDIN SPONSORED CONTENT
Deliver rich content in the LinkedInfeed across all the devices
#LinkedInMktg
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LINKEDIN SPONSORED CONTENTWHAT TO SHARE
30 MIN.DAILY
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With Direct Sponsored Content, reachyour target audience directly in the feedwithout publishing on your Company Page
LINKEDIN DIRECT SPONSORED CONTENT
#LinkedInMktg
Personalize
Test
Control
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DIRECT SPONSORED CONTENT
Rich media saw 38% higher CTR than linkshare update.
ALWAYS BE TESTING
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SPONSORED CONTENTBEST PRACTICES
Visual is the new headline1
Keep it short & sweet2
Snackable stats work wonders3
Variety is the spice of life4
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LINKEDIN SPONSORED CONTENT& DIRECT SPONSORED CONTENTMEETING YOUR OBJECTIVES
#LinkedInMktg
KEY METRICS• Engagement Rate
• Impressions
• Company or Showcase Page Followers
• Inquires or Marketing Qualified Leads Generated from the Update
Brand Awareness
Thought Leadership
Lead Generation
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LINKEDIN SPONSORED UPDATES& DIRECT SPONSORED CONTENT
ACTION ITEMS
Select a Compelling Visual
Run 2-4 Sponsored Updates a Week
Run for 3 weeks, then Test & Iterate
Add URL Tracking Codes to Measure Post-ClickActions (Site Visits & Conversions)
Set Up Campaigns by Audience
Shift Budget to the Audience with the HighestEngagement Rate
#LinkedInMktg
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LINKEDIN SPONSORED INMAIL
Send personalized messages to the people whomatter most to your business.
#LinkedInMktg
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LINKEDIN SPONSORED INMAILWHAT TO SHARE
#LinkedInMktg
• Webinar and industry event invitations• eBook launches• Product one-sheets• Program demos• Infographics• Blog subscription campaigns
1 HR.WEEKLY
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LINKEDIN SPONSORED INMAIL
MEETING YOUR OBJECTIVES
Brand Awareness
Program & Certification Enrollments
Lead Generation
#LinkedInMktg
KEY METRICS• Open rate and click-through rate
• Inquiries and leads
• Event registrants driven directly from your Sponsored InMail
• Program applications and brochure downloads
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ACTION ITEMS
Keep copy under 1,000 characters Use a clear call to action with a 300x250 banner Choose a sender that’s credible to your audience Include member’s name in the greeting Include a body hyperlink early in the message Select a concise subject line Set up A/B tests to learn who resonates
#LinkedInMktg
LINKEDIN SPONSORED INMAIL
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LINKEDIN TEXT ADS
Generate quality leads with an easy,self-serve solution.
#LinkedInMktg
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LINKEDIN TEXT ADSWHAT TO SHARE
#LinkedInMktg
• eBook launches• Product one-sheeters• Webinar and industry event invitations• Program demos and certification enrollment• Infographics• Blog subscription campaigns
30 MIN.WEEKLY
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Brand Awareness
Lead Generation
#LinkedInMktg
• Website traffic
• Leads/conversions
KEY METRICS
LINKEDIN TEXT ADSMEETING YOUR OBJECTIVES
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ACTION ITEMS
Include a 50x50 image Use a strong call to action Use 2-3 active ad variations per campaign Speak directly to your audience in the ad copy Refresh ad copy every 1-3 months Link to a customized landing page
#LinkedInMktg
LINKEDIN TEXT ADS
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LINKEDIN CONVERSION TRACKING
Measure & optimize the impact of yourLinkedIn Sponsored Content & Text Ads
#LinkedInMktg
Conversion tracking enables youto measure:
• Leads• Sign-ups• Add to cart• Installs• Content downloads• Purchases• Page views
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LINKEDIN CONVERSION TRACKING
1. Record every conversion on your site2. Understand the ROI of your spend3. Optimize your campaigns
With conversion tracking, you can:
#LinkedInMktg
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HOW THE LINKEDIN MARKETING SOLUTIONS TEAM DOES IT
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LEVERAGE THE LINKEDIN ECOSYSTEM
BRAND TOUCHPOINTS DISTRIBUTIONCONTENT
COMPANY PAGE
LEADERSHIP PROFILES
EMPLOYEE PROFILES
COMPANY UPDATES(SPONSORED & ORGANIC)
INDIVIDUAL UPDATES
INDIVIDUAL POSTS
THE FEED
All content from owned properties is distributed through the feed to company
followers and individual connections.
#LinkedInMktg
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CARVE UP THE TURKEY
#LinkedInMktg
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EXAMPLE: PROMOTING THE TACTICAL PLAN
LANDING PAGE
LINKEDIN SHOWCASE PAGE
BLOG POST TWITTER
MOBILE DOWNLOAD
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EXAMPLE: The Sophisticated Content Marketer’s Guide to LinkedInEXAMPLE: PROMOTING THE TACTICAL PLAN
BLOG POST GLOBAL INFOGRAPHIC
PHYSICAL BOOK
WEBINARS
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#LinkedInMktg
DON’T DO SOCIAL CAMPAIGNS,
MAKE EVERY CAMPAIGN SOCIAL.
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QUESTIONS?