Optimizing Your Brand’s LinkedIn Presence
#linkedincontent
Brittany CurtisContent Marketing Consultant
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A few things before we begin…
Will this be recorded – YES
Please submit all questions into the public WebEx box
#linkedincontent
Agenda
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1. Establishing Your LinkedIn Presence
2. Content Marketing on LinkedIn
3. Content Marketing Best Practices
Establishing Your LinkedIn Presence
#linkedincontent
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IdentityYour company’s
profile to the world’s professionals
NetworkConnect professionals and your employees
to your brand
Knowledge
Share content & to make professionals more
productive & successful
LinkedIn Company Page: Your destination to establish your company's identity and build relationships with the world's professionals
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Organic Update
Sponsored Update
Engaging Members with Content
Followers of a company receive organic updates
Desired Target Audience receives Sponsored Update
http://business.linkedin.com/
Company Pages: Gateway to the newsfeed
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Showcase Pages
Showcase Pages allow companies to extend their Company Page presence, effectively segment their audience, and deliver the right message to the right audience.
LinkedIn Showcase Pages
1.For a specific LOB that has its own identity and story
2.For a specific long-term product that requires its own messaging and follower base
3.If you want to segment and connect with a specific target audience
When Should I Create a Showcase Page?
?#linkedincontent
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Discoverable through search
Deliver content through Company Updates and Sponsored Updates
Two-Column content feed to bring content front and center
Attract a unique set of followers
Key Features
Content should reflect the LOB or product’s overall messaging and values
Relevant and helpful to the audience that you want to build a relationship with
Consistent – members want to hear from you!
Content on a Showcase Page should be…
#linkedincontent
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Showcase Page: Different LOB
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Showcase Page Content
Specific and relevant to Secret’s target audience
Content that is helpful builds trusting relationships with members
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P&G Company Page Secret Showcase Page
P&G company news
Showcase Talent
Thought-leadership Content
Consistent Messaging around women in the workplace
Content for a Showcase PageCompany Page vs. Showcase Page
Content Marketing on LinkedIn
#linkedincontent
LinkedIn’s Content Evolution
Influencers
Pulse
Sponsored Updates
Long-form Content
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LinkedIn Content Evolution
Jobs
Content
7X
Content pages receive 7X the page views vs.
job pages
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LinkedIn Profile Data
GroupsB2B Content MarketingLinkedIn for Agencies
eMarketing Association
OccupationMarketing
StandardizedJob Titles
Global Lead
FunctionMarketing
CompanyLinkedIn
IndustryTechnology
Size 5000+
Connections500+
NameAndy Goldman
DemographicsMale
GeoNew York
EndorsementsDigital Marketing
Marketing StrategyContent Marketing
PublicationsThe Real 7 Wonders
of the World
AwardsDirect Marketing of the Year AwardIAB 2013 Sales
Excellence Award
Our mission is to connect the world’s professionals to make them more
productive and successful.
- Jeff Weiner
Tapping into Aspiration
Emotions on professional networks are just below the surface
Why do we want to be successful as professionals?• Achieving Potential• Sense of Purpose• Continued Learning• Social Recognition• Provide for Family• Personal Wealth
Content Marketing Best Practices
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Be Relevant
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What’s in it for them?
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Establish a Tone
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Clear Call to Action
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Good Imagery
Direct Sponsored Content(DSC)
#linkedincontent
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With Direct Sponsored Content, target specific audiences directly in the feed, without publishing on Company Pages
PersonalizeCustomize your message totarget each audience
TestTest variations of your content
ControlWhat gets published on your Company Page
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Personalize your message and offers to your target audience to boost your performance
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Test and optimize your reach to the right audience with the right message
Test your intro message or
call to action
Test your headline and teaser textTest your image
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while providing others within your company access to sponsor contentControl what gets published on your Company Page
Promote local events and targeted offers to specific audiences2
Enable more departments to participate in content marketing1
Boost your lead gen efforts without overwhelming your followers 3
Share more content on LinkedIn without crowding your Company Page4
Key Takeaways
#linkedincontent
1. Establish a LinkedIn Company Page or Showcase page to engage members through content
2. Maintain your LinkedIn presence through content marketing
3. Use Direct Sponsored Content as a vehicle to test different content marketing efforts, and deliver the most relevant content experience to members
Q&A
http://business.linkedin.com/
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