How to Win at LinkedIn. 5 Secrets to Increase Your InMail Recruiting Response Rate
YOUR LINKEDIN CONTENT MARKETING TACTICAL PLAN€¦ · LinkedIn Company & Showcase Pages LinkedIn...
Transcript of YOUR LINKEDIN CONTENT MARKETING TACTICAL PLAN€¦ · LinkedIn Company & Showcase Pages LinkedIn...
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YOUR LINKEDIN CONTENT MARKETING
TACTICAL PLAN Alex Rynne Content Marketing Manager
LinkedIn Marketing Solutions
@amrynnie
Chris Wilson Inbound Consultant
HubSpot
@DrSocialMedia
Chris Wilson Inbound Consultant
HubSpot
@DrSocialMedia
Alex Rynne Content Marketing Manager
LinkedIn Marketing Solutions
@amrynnie
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BEFORE
WE GET
STARTED
› Any questions? Save them for the Post-Presentation Huddle
› Any shout-outs? Tweet them
@LinkedInMktg
@HubSpot
#LinkedInMktg
#mpb2b
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HERE’S THE PLAN
Why should you
have a LinkedIn
Marketing plan?
4 Planning
Basics
to Set You Up
LinkedIn Company
& Showcase
Pages
Publishing
Platform
#LinkedInMktg
Sponsored
Content
Sponsored
InMail
Conversion
Tracking
of B2B marketers
believe social media
is an effective
marketing channel
79%
of B2B leads come
from LinkedIn
80%
of marketers say
that they have
sourced a customer
from LinkedIn
43%
#LinkedInMktg
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Marketers with
a documented
strategy are
4x more effective
28%
of marketers have
a documented
content marketing
strategy
30%
of marketers feel
their marketing
strategy
is effective
#LinkedInMktg
#MissedOpportunity
Fail to plan,
plan to fail.
4 PLANNING BASICS TO SET YOU UP FOR CONTENT MARKETING SUCCESS
› Delegate
› Follow brand guidelines
› Look beyond your team to source content
› Build an editorial calendar
#LinkedInMktg
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Publishing on LinkedIn
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#LinkedInMktg
LinkedIn Company & Showcase Pages
LinkedIn Sponsored Content
LinkedIn Sponsored InMail
4 LINKEDIN OPPS
FOR THE TAKING
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#LinkedInMktg
and build relationships with the
world’s professionals
ESTABLISH YOUR COMPANY’S IDENTITY
IDENTITY
Your company’s profile to the world’s
professional
NETWORK
Connect professionals and your
employees to drive economic opportunity
KNOWLEDGE
Share content and opportunities
to make professionals more
productive and successful
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#LinkedInMktg
LINKEDIN COMPANY
& SHOWCASE PAGES Highlight your individual brands
with 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.
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#LinkedInMktg
Brand
awareness
Lead
generation
Thought
leadership
Event
registration
MEETING YOUR
OBJECTIVES
KEY METRICS › Page followers
› Post clicks
› Engagement
› Comments
› Inquiries and leads
› Event registrants
LINKEDIN COMPANY & SHOWCASE PAGES
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#LinkedInMktg
WHAT TO SHARE
1HR DAILY
LINKEDIN COMPANY & SHOWCASE PAGES
#LinkedInMktg
LINKEDIN COMPANY & SHOWCASE PAGES
› Display industry knowledge.
› Attract your target audience.
› Find opportunities for
engagement.
› Showcase your expertise.
WHAT TO SHARE
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#LinkedInMktg
ACTION ITEMS
› Post 3-4x a day
› Engage with and respond to followers’ comments
› Change header image every 6 months
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LINKEDIN COMPANY
& SHOWCASE PAGES
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Over 1 million unique publishers publish more
than 130,000 posts a week on LinkedIn
PUBLISHING ON LINKEDIN
of readers are in the upper
ranks of their industries:
managers, VPs, CEOs, etc.
45%
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#LinkedInMktg
Thought leadership MEETING YOUR
OBJECTIVES
KEY METRICS › Post views & profile views
› Demographics of your readers
› Likes, comments, and shares
PUBLISHING ON LINKEDIN
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#LinkedInMktg
PUBLISHING ON LINKEDIN
WHAT TO SHARE
1HR DAILY
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#LinkedInMktg
PUBLISHING ON LINKEDIN
ACTION ITEMS
› Publish whenever you feel passionate
› Recommended: Bi-weekly or once a month
PUBLISHING ON LINKEDIN
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#LinkedInMktg
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#LinkedInMktg
Deliver rich content in the LinkedIn
feed across all the devices
LINKEDIN SPONSORED CONTENT
#LinkedInMktg
Personalize Test Control
With Direct Sponsored Content, reach your target audience directly
in the feed without publishing on your Company Page
LINKEDIN DIRECT SPONSORED CONTENT
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#LinkedInMktg
Brand
awareness
Lead
generation
Thought
leadership
MEETING YOUR
OBJECTIVES
KEY METRICS › Engagement rate
› Company or
Showcase Page
followers
› Inquires or
marketing qualified
leads generated
› Impressions
LINKEDIN SPONSORED CONTENT
& DIRECT SPONSORED CONTENT
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#LinkedInMktg
BEST PRACTICES
› Visual is the new headline
› Keep it short & sweet
› Snackable stats work wonders
› Variety is the spice of life
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LINKEDIN SPONSORED CONTENT
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#LinkedInMktg
LINKEDIN SPONSORED CONTENT
WHAT TO SHARE
30MINS DAILY
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#LinkedInMktg
Rich media saw
38% higher CTR
than linkshare
update.
ALWAYS BE TESTING
LINKEDIN DIRECT SPONSORED CONTENT
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CTA TEST
TEST VARIATIONS IN COPY
B A
+95% CTR
+50% impressions
#LinkedInMktg
INCORPORATING A STAT
TEST VARIATIONS IN COPY
B
A
+37% CTR
+162% impressions
#LinkedInMktg
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#LinkedInMktg
LINKEDIN SPONSORED CONTENT
Higher CTR (.791% to .692%)
Lower average CPC ($9.08 vs. $11.05)
ACTION ITEMS
› Select a compelling visual
› Run 2-4 posts a week
› Run for 3 weeks, then test & iterate
› Add URL tracking codes to measure post-click
actions (site visits & conversions)
› Set up campaigns by audience
› Shift budget to the audience with the highest
engagement rate
LINKEDIN SPONSORED CONTENT
& DIRECT SPONSORED CONTENT
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#LinkedInMktg
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#LinkedInMktg
Send personalized messages to the people
who matter most to your business.
LINKEDIN SPONSORED INMAIL
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#LinkedInMktg
LINKEDIN SPONSORED INMAIL
MEETING YOUR
OBJECTIVES Brand
awareness
Lead
generation
Program &
certification
enrollments
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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#LinkedInMktg
› Webinar and industry
event invitations
› eBook launches
› Product one-sheets
› Program demos
› Infographics
› Blog subscription campaigns
LINKEDIN SPONSORED INMAIL
WHAT TO SHARE
1HR WEEKLY
#LinkedInMktg
LINKEDIN SPONSORED INMAIL
› Subject Line Best Practices
“Exclusive Invitation”
› A/B Tested Content length and
formatting
› Top Right Call to Action &
Sponsored InMail
› Calls to Action Alignment
› Audience Construction
› Length of Promotion
WHAT WAS DONE
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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 what resonates
LINKEDIN SPONSORED INMAIL
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#LinkedInMktg
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#LinkedInMktg
Measure & optimize the impact of your
LinkedIn Sponsored Content
LINKEDIN CONVERSION TRACKING
Conversion tracking enables you to measure:
› Leads
› Sign-ups
› Add to cart
› Installs
› Content downloads
› Purchases
› Page views
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With conversion tracking, you can:
› Record every conversion on your site
› Understand the ROI of your spend
› Optimize your campaigns
LINKEDIN CONVERSION TRACKING
LINKEDIN CONVERSION TRACKING
#LinkedInMktg
› Easy set up
› Conversion value
› Make your case
› Tie it all together
IMPROVE PERFORMANCE
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HOW THE LINKEDIN MARKETING
SOLUTIONS TEAM DOES IT
CARVE UP THE TURKEY
Slide
presentations Infographics
Videos Blogs
Webinars
#LinkedInMktg
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EXAMPLE: PROMOTING THE TACTICAL PLAN
LINKEDIN SHOWCASE PAGE
LANDING PAGE BLOG POST TWITTER
MOBILE DOWNLOAD
#LinkedInMktg
EXAMPLE: PROMOTING THE TACTICAL PLAN
#LinkedInMktg
BLOG POST GLOBAL INFOGRAPHIC
PHYSICAL BOOK
WEBINARS
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#LinkedInMktg
https://lnkd.in/
THANK YOU Ask us anything at the Post-Presentation Huddle!
Alex Rynne
Content Marketing Manager
LinkedIn Marketing Solutions
@amrynnie
Chris Wilson
Inbound Consultant
HubSpot
@DrSocialMedia