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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
+2 new members join
LinkedIn every second.




SOURCE: COMSCORE


                         3
There are 7,610 searches on
LinkedIn per minute.




SOURCE: Social Jumpstart, http://goo.gl/XULtC


                                                4
How to Master
LINKEDIN
for Marketing

Session 3: What Content to Publish on
LinkedIn to Drive Engagement


                                        #MasterLinkedIn
                                                          5
Your Presenters:




Lana Khavinson                     Rebecca Corliss
Senior Product Marketing Manager   Inbound Marketing Manager
@LinkedIn                          @HubSpot
                                                               6
Agenda:

   1   Quick LinkedIn Review


   2   Content that Works Best


   3   How to Post Content to Drive ROI


   4   Testing Your Content


   5   Measuring Your Success
                                          7
QUICK
LINKEDIN
REVIEW
Engaged Business-focused Audience




                                    9
Many Marketing Channels Within LinkedIn



   1   Company Pages


   2   LinkedIn Groups


   3   LinkedIn Ads




                                          10
Goals of Using LinkedIn




                          1
                      Grow Reach


                                   11
Goals of Using LinkedIn


                          2
                      Increase
                      Company
                      Engagement

                                   12
Goals of Using LinkedIn



                          3
                      Generate
                      Website
                      Traffic

                                 13
Goals of Using LinkedIn



                          4
                      Generate
                      Leads &
                      Customers

                                  14
What Drives All
Those Results?    ?
                      15
CONTENT




          16
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
How Content Drives Leads


    Page        Landing
   Update        Page
                           Form   Lead


    Like         Blog      CTA    Landing
                 Post              Page



     Group      Product    CTA    Landing
   Discussion
                 Page              Page
Contribute Content Regularly




                      GOAL:
                      Post once a day.




                                         28
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



   1   Tone of Voice


   2   Using Questions


   3   Using Facts


   4   Provide Directions

                            35
Test Timing & Frequency




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

                          36
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


Lead
Management

Email &
Automation

Marketing
Analytics
THANK
 YOU.
        47

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