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

6

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

9

Many Marketing Channels Within LinkedIn

10

Company Pages

LinkedIn Groups

LinkedIn Ads

1

2

3

Goals of Using LinkedIn

11

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? ?

16

CONTENT

CONTENT THAT WORKS

Start with Customers’ Questions

18

? ?

?

?

Share Blog Articles

19

Promote Webinar and Event Invitations

20

Generate Intrigue with Discussion Questions

21

Share Ebooks & White Papers

22

Amplify and Target with LinkedIn Ads

23

Tip: Be Helpful, not Promotional

24

HOW TO POST CONTENT TO DRIVE ROI

Have Landing Pages Set Up On Your Site

26

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

28

Post once a day. GOAL:

Include Links to Resources on Your Page

29

Include Links to Content within Discussions

30

Encourage Engagement to Grow Reach

31

TESTING YOUR CONTENT

Testing Helps Increase Effectiveness

33

Test Content Type

34

Test Language

35

1

2

3

Tone of Voice

Using Questions

Using Facts

4 Provide Directions

Test Timing & Frequency

36

What Are the DAYS AND TIMES When Your Community Is Most Engaged?

Test Ad Variations

37

MEASURE YOUR SUCCESS

Measure Reach and Follower Growth

39

Measure Post Engagement & Clicks

40

Evaluate Network Demographics

41

Website Traffic Driven by LinkedIn

42

Leads from LinkedIn

43

Conversion Rate from Traffic to Leads

44

Customers from LinkedIn

45

Search Engine

Optimization

Blogging &

Social Media

Lead Generation

Email &

Automation

Marketing

Analytics

Lead

Management

47

THANK YOU.