Post on 08-Feb-2017
Content Marketing on LinkedIn April 26th, 2016
Introductions
Peter Weinberg
Agency Consultant, LinkedIn
Agenda • Why should I build a brand on
LinkedIn?
• How do I build a brand on LinkedIn?
79%
80%
43%
Of B2B marketers believe social media is
an effective marketing channel
Of B2B leads come from LinkedIn
According to HubSpot, 43% of marketers say that
they have sourced a customer from LinkedIn
28%
Marketers with a documented strategy
are 4x more effective
of marketers have a documented
content marketing strategy
30% of marketers feel their marketing
strategy is effective
There are 4 reasons to build a brand on LinkedIn Our purpose, our scale, our data, + our context
1. PURPOSE > we connect the world to opportunity Our “Economic Graph” is a digital map of the global economy
2. SCALE > we are the largest professional network 414+ million professional users around the world
3. DATA > we have the richest professional data set All of the information in a user’s profile is targetable
4. CONTEXT > your brand is additive to the experience
CONCLUSION > we are the most effective B2B platform
You need to get four things right to win on LinkedIn:
AUDIENCE INSIGHTS
CREATIVE STRATEGY
DISTRIBUTION TACTICS
HOLISTIC MEASUREMENT
1. Audience Insights
First, size up your potential audience
100 MM
BDMs
27 M
CXOs
10 M
BDM’s Sphere of Influence
Is this audience visiting your client’s site today? What % of traffic comes from your target audience?
EXAMPLE
23%
16%
Corporate
Manufacturing
Transportation
Finance
Agriculture
Service
Consumer
High Tech
Is this audience following your client today? What % of Company Page followers belong to your target audience?
EXAMPLE
How do we bridge the gap between our sites? And transform your client’s site from an “end point” to a “start point”
By observing the audience’s habits
By understanding the audience’s interests
And by telling you the audience’s secrets Custom Research can give your client a competitive edge…
EXAMPLE
2. Creative Strategy
“On what topic can you be the leading
informational expert in the world?”
- Content Marketing Institute
People buy your thought leadership Not your products and services
“BUYERS DON’T BUY YOUR
PRODUCTS AND SERVICES UNTIL
THEY BUY YOUR APPROACH TO
SOLVING THEIR PROBLEMS”
Good thought leadership means owning a topic By building a sustainable “Content Franchise”
A content franchise consists of many different pieces And can fuel an always-on content marketing calendar
Which are mapped to each stage of the funnel And tied together with sequential story-telling
It builds brands and drives leads at the same time How? Well, some of the content is gated, some of it isn’t
Look Beyond Your Team To Source Content
1
2
3
Develop Brand Guidelines
Build An Editorial Calendar
Don’t lose sight of these three basic principles There are a few boxes you need to tick before executing
3. Distribution Strategy
Distribute from your owned properties A sturdy social architecture will get you into your audience’s News Feed
Company Page Showcase Page Employee Profiles
Slideshare
First by using organic media Maximize reach against followers and your extended network
Status Updates Long-Form Posts
Tell me more about this publishing platform? Hit a nerve, then amplify with organic/paid media
Controversial
Hot Topic
Useful
Elevate
Sponsored Content
Follower Ads
Next, extend your reach with paid media The hyper-targeted amplification of organic content
Oh, tell me more about Sponsored Content! It’s a native, cross-device content ad
This is what good Sponsored Content looks like Expertise that aligns with audience’s core interests
• Uber-Compelling Hook (“What is the average salary?!”)
• Perfectly Targeted (Only seen by Mechanical Engineers)
• Crystal Clear Value Exchange (Business intelligence/career development)
• Eye-Catching Visual • (Futuristic blueprint)
Emerson Want to know the average yearly salary for mechanical engineers?
5 Mechanical Engineering Trends to Know emersonconsideritsolved.com – Mechanical engineering is
a rapidly evolving field. Find out about the trends that are
defining its future.
You should also try videos and rich media posts
Run A/B tests to refine creative approach You should have at least four unique updates live
Comcast Business Network performance isn’t just about raw throughput. Latency is a significant
factor – and applications are not equally affected. This IT Pro Portal article looks at how latency affects
different applications and provides tips for reducing latency.
Layers and latency: Configuring your network
for best performance itproportal.com – In this feature, we will look at applications that
tolerate latency, those that don’t and which aspects of your network
affect important part…
Comcast Business Strong network performance all comes down to one important factor.
The Most Overlooked Factor In Network
Performance itproportal.com – Configuring your network for best performance.
Original post
Dark post
156% lift!
Target broadly with a focus on relevance Broad is easier to optimize, more cost effective, and empowers algorithms
Once thought leadership is established, capture leads And optimize the user experience with Autofill
And nurture leads with account-based marketing Nurtured leads drive 47% more revenue than non-nurtured leads
4. Measuring Success
42
B2B marketing is all about quality, not quantity Use 1st Party Data to validate every impression, click, + conversion
Run research to track changes in perception Brand Impact Studies will measure efficacy among non-clickers
Measure lead quality to prove ROI Compare sales of nurtured vs. non-nurtured leads
COST PER LEAD
MARKETING QUALIFIED LEADS
SALES QUALIFIED LEADS
REVENUE PER OPPORTUNITY
Q&A
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