marketing profs b2b forum preso- face melting edition
TRANSCRIPT
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
Tactics and Strategies for Driving B2B Marketing Success Using LinkedIn
presents
1 of every 3Professionalson the Planet ison LinkedIn
1/3
Jobs
Content7XContent pages receive 7X the page views vs. job pages
The Definitive Publishing Platform
Professional
Not more content, more relevant content
6
Repurpose Content
CompanyPages SponsoredUpdates(Turn it up to
eleven!)
LinkedInGroups SlideShare
3 WAYS TO CREATE YOUR BIG ROCK
1Create the all-encompassing guide to whatever the hell conversation you want to own
2The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together
Monday Tuesday Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
3Flip your case studies on their heads—Turn your bottom funnel case
studies into a collection of “success stories”
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
Repurpose, repurpose, then repurpose some more
Infographics
Blog Content
Physical Book
Mobile Download
SlideShares Influencer Blogs
WebinarsPodcasts
Take it Global
TurningYourContentIntoCompelling
Updates
Youraudienceshouldalwaysbeatthecenterofyourcontent.ThisisaboutTHEM,notYOU
01Calloutyouraudience
02Usetheword“you”
03Explainwhat’sinitforthem
Optimizing Content• Always ask, “Why would my audience read this?”
• Use concise and compelling intros and headlines
• Ask compelling questions to involve the target audience
• Include a clear call to action, regardless of the objective
• Make sure your landing pages are optimized for mobile traffic
Managing Updates• Plan your editorial calendar, but also react to
timely events
• Respond to comments regularly
• Consider keeping updates running through the weekend
• Test to see what works with your audience and then refine
Optimizing Visuals• Always include an image, presentation, or video
• Ensure the thumbnail is relevant for external links
Company Updates Content Best Practice Cheat Sheet
When you need that extra push…
Setupatestofdifferentupdatestoreachdifferentaudiences
SponsoredUpdate1:TargetedtoCMOs
Theseinsightscanhelpyoudrivetransformationalchangetoyourbusiness.
[link to white paper landing page with tracking tag 1]
SponsoredUpdate2:TargetedtoMarketingDirectors
NeedtodemonstratetheROIofyourmarketingefforts?Theseinsightscanhelp.
[link to white paper landing page with tracking tag 2]
SponsoredUpdate3:TargetedtoSocialMediaManagers
Socialmediamanagers:Gettheinsightsyouneedtodrivetheengagementyouwant.
[link to white paper landing page with tracking tag 3]
BigRockContent
Example:B2BMarketingcompanyXYZhasrecentlylaunchedanewpieceofresearchandispublishingupdatestoLinkedIntodrivemarketerstodownloadit.
UsetargetingonLinkedIntodelivertherightmessagetotherightpersonattherighttime
ButbecarefulNOTtoover-target.
It’simportanttoreacheveryonewhocouldinfluenceabuyingdecision,socastawidenetandthenrefineyourtargetingpreferences.
1. Driving Brand Awareness
2. Generating Quality Leads
3. Driving Event Registration
4. Expanding Thought Leadership
Sponsored Updates Achieve Business Goals in 4 Ways
Sponsored Updates Who’s Doing it Right?
• LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
Sponsored Updates:Who’s Doing it Right?
38% more leads than other social channels
65% lower cost per lead than other social channels
Sponsored Updates:Who’s Doing it Right?
• 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.”
Sponsored Updates:Who’s Doing it Right?
Don’t bury the lead. Concise intros (90-140 characters) are more likely to result in higherengagement.
With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page
Personalize
Test
Control
Personalize your message and offers to your target audience to boost your performance
Test and optimize your reach to the right audience with the right message
66%higher CTR
Sponsored InMails now reach members on mobile where they most often check their messages
Reach mobile users
>50% of inbox views on mobile
80% higher open rate on mobile
MobileisAcceleratingContentConsumption
9pm6pm3pm12pm9am6am
70% ofclicksfromSponsoredUpdateswillcomefrommobile.
Mostimportant,makesureyourlandingpageismobileresponsive—otherwiseyouarewastingleads
The visual is the new headline!
Research shows that a picture is really only worth 81.4 words,
on average.
SlideShare is a Platform for Visual Content Marketing Thought
Leadership
SlideShare for Lead Gen Kicks A**
Visual Kicks Text’s A**
328,000Views!
Who’s Doing it Right?
Cross-channel Integration
Built in Lead Forms
What Does Success Look Like?
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
For those about to Launch…..
FIRE!
MQL
Turkey Slices (Non Gated)
Lead Capture
No Yes
RevenueSales
SDRSales Qualified?
BIG ROCK(Gated)
Nurture
No Yes
The Results Out of the Gate
34%
32%
15%
9%
7%4%
EmailBlogInMailDirect/ SEOOtherDisplayAdWords 64%
7%
7%
7%
7%
4%2% 1% 1%
United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance
48
50
18,000% ROI
51
SPONSORED CONTENT B2B MARKETING
Better targeting, relevance and measurement
The most effective platform for marketers to reach audiences, nurture prospects and acquire customers
w
www.welcometothefunnel.com