Introducing our New Funnel Report and How to Fix Your Leaky Acquisition Funnel
Welcome to the Funnel
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17-Oct-2014 -
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Transcript of Welcome to the Funnel
©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Marketing Solutions
Welcome to the Funnel (We’ve Got Leads & Names)
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
@SlideShare
Jobs
Content
Jobs
Content
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1 of every 3 professionals on the planet is LinkedIn
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4
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Blog, e-books, research data, funny videos, curated lists, infographics, webinars
Thought leadership and enjoyable content to build brand, awareness, and desire
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports
Pricing, demos, services information, 3rd party reviews, customer case studies
Early Stage
Middle Stage
Late Stage
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70% of the Buying Cycle is Already Complete Before
a Prospect is Ready to Talk to Sales.
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You Better Have Content that Answers Their
Questions.
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Content is STILL King
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Optimize
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Social Signals Influence SEO
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Claim Your Content with Google Authorship:
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Inbound + Outbound = Awesomeness
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Wait for it……
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The Holy Grail of Social Media Advertising
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Ready, Aim, Target - A Frictionless Content Experience
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• LinkedIn drove 400% more qualified
leads than any other paid lead
generation platform during the
campaign period.
• As a result of the brand exposure in the
LinkedIn feed, research confirmed that
U.S. marketing executives were 50%
more likely to agree that Adobe can
“shape the future of digital marketing.”
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The 4-1-1 Rule
Do This Not This
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Short Forms Outperform Long Forms
Short (5) Conversion: 13.4%
Cost per: $31.24
Medium (7) Conversion: 12.0%
Cost per: $34.94
Long (9) Conversion: 10.0%
Cost per: $41.90
Content Fuel
Going Visual
Inspiration
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LinkedIn Marketing Solutions Blog Content Calendar
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Tabasco
Raisin Bran
Chocolate
Cake
Raisin Bran
Spinach
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Washed Up? Who Says So? There’s Always Room for
a New Audience.
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Repurpose Content
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Influencer Content
25
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Empowering Advocates
26
Photo credit: Min-Chieh Chang
Going Visual
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The Visual is the New Headline
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Visual Kicks Texts A**
328,000
Views!
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Hell Yes! - First Page Results
30
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SlideShare is also a Search Engine
31
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Meet the Experts
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Clickable Links Inside your SlideShare Deck,
Boom!
33
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Integrate Your Presentations Across Multiple Channels
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The Infographic is not Dead. Claiming that Something
is Dead, is.
35
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Bonus Lightning Round
36
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You May Ask Yourself, Why Didn’t I Think of That?
37
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Promoting Your Event? Check…..
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A Coupon Code Inside Your Slidedeck? I’ll Take It!
39
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A Visual Journey of FAQs? Genius.
40
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Clickable Links Inside your SlideShare Deck,
Boom!
41
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How do you know if your content strategy is working?
Increased
referral traffic
Social
Engagement Higher
quality leads
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Now go make some bloody good content!
I Love You All.
Goodnight!
Q&A