Live Webinar: From Publishing to Distribution: How to Grow Your Lead Generation Efforts on LinkedIn
•Als PPTX, PDF herunterladen•
6 gefällt mir•3,276 views
In a recent research study by Content Marketing Institute, 85 percent of marketers stated lead generation as their No. 1 goal for content marketing. Marketers who understand how to effectively utilize publishing platforms will be an organization’s differentiating factor. And that’s where the LinkedIn Publishing Platform comes in. In this webcast, Influence & Co.’s co-founder, John Hall and LinkedIn’s very own Global Content Marketing Leader Jason Miller, join forces to educate marketers on how to use the LinkedIn Publishing Platform as a core lead generation strategy when creating authentic, quality content. Check out this webcast to: - Master publishing and distributing content on LinkedIn - Learn proven tactics for leveraging LinkedIn for top of mind marketing strategies - Understand key metrics and tracking tools for effectively measuring content ROI on LinkedIn - Hear first hand their experiences, networking advice, and how Influence & Co.’s marketing team utilizes the LinkedIn Publishing Platform
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Live Webinar: From Publishing to Distribution: How to Grow Your Lead Generation Efforts on LinkedIn
Ähnlich wie Live Webinar: From Publishing to Distribution: How to Grow Your Lead Generation Efforts on LinkedIn (20)
Mehr von LinkedIn
Mehr von LinkedIn (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Live Webinar: From Publishing to Distribution: How to Grow Your Lead Generation Efforts on LinkedIn
- 1. PRESENTED BY From Publishing to Distribution: How to Grow your Lead Generation Efforts on LinkedIn
- 2. John Hall is the co-founder and CEO of Influence & Co., a company that specializes in expertise extraction and knowledge management that is used to fuel marketing efforts. John has a weekly column for Forbes and Inc. and has contributed to more than 50 publications, including Business Insider and Harvard Business Review. Jason Miller leads global content and social media marketing initiatives for LinkedIn Marketing Solutions helping marketers understand how to use LinkedIn to achieve their marketing goals and deliver real ROI. He is the author of the Amazon #1 Best Seller Welcome to the Funnel. Previously he was the senior manager of social media strategy at Marketo and responsible for leading the company's global content and social media efforts.
- 3. HOUSE RULES: LET’S KEEP IT REAL
- 4. 85% of marketers state lead generation as their No. 1 goal with content marketing - Content Marketing Institute
- 5. Trust Building + Staying Top-of-Mind
- 6. Here’s How It Could Be
- 9. TOM Marketing and the Rise of Content Education
- 10. How I My Wife Uses Top of Mind Strategies
- 11. +
- 12. =
- 13. The Move From Short-Term Memory To Long-Term Consistency: Means you are on top of their mind at the right time
- 14. Moving From Short Term To Long Term Memory
- 16. STATS 414 million users worldwide 107 million U.S. users 40% of users check it daily 1,049 average number of connections for users who have published content
- 18. How Companies Are Missing Opportunities
- 19. Execution Plan CONTENT STRATEGY KNOWLEDGE EXTRACTION CONTENT CREATION PUBLICATION & DISTRIBUTION
- 20. Content Triggers “Ah ha” moments Sales Barriers
- 21. Be Ok With Being Different
- 24. • 1,300+ additional views • 180 Likes • 12 Comments • 30 additional leads
- 28. ENGAGE GROUPS • Find groups your audience is in. • Share your articles with a pointed message to the group. • Answer questions. • Participate in discussions, and add perspective.
- 29. Align Your Content Relevant CTAs
- 30. • After a comment • After a share • After a profile view • After a like Opportunity Triggers
- 34. Automate
- 35. Tracking ROI
- 36. Tell a story Mention influencers Include data Include quotes ENGAGEMENT TIPS Distribute Boost engagement Include a CTA Credible byline
- 37. Views Engagement Follower growth Profile views New connections EVALUATING SUCCESS Messages Requests to talk CTA clicks Website traffic Content downloads
- 38. I’M HERE TO HELP For information about my team at Influence & Co., you can visit www.influenceandco.com. Tweet your questions to me: @tweetJohnHall. Connect with me and follow on LinkedIn. Email me at john@InfluenceandCo.com.
Hinweis der Redaktion
- What’s the problem? People aren’t taking advantage of using LinkedIn in their content distribution efforts
- Mention Amy And Not Getting Out Of The Office
- Establish right away that you know what the world looks like for them—and what it could look like. Vividly paint the picture. All world-saving performances are transformational experiences for your audience. Start out by showing “here’s what you’ve got today, and here’s how it could be.” This builds immediate rapport and hooks the audience’s interest. You know them. You understand them. You’ve got their back … and you’ve got a better way. - GRAPHIC — Opportunites coming, ripple effect, use graphic with goals for all roles (target audience) going into a funnel
- Establish right away that you know what the world looks like for them—and what it could look like. Vividly paint the picture. All world-saving performances are transformational experiences for your audience. Start out by showing “here’s what you’ve got today, and here’s how it could be.” This builds immediate rapport and hooks the audience’s interest. You know them. You understand them. You’ve got their back … and you’ve got a better way.
- I used to think of opportunity as this formula: Consistency + Trust = Opportunity and I’m now finding that it’s more of Trust + Top-of-Mind Marketing = Opportunity is more accurate. But how do you build trust? That involves a lot of moving parts. Picture trust as a tree, and its branches include authenticity, education, helpfulness, familiarity, and likability.
- Focus on education today — with other aspects of trust, there are so many gifts/favors I can give out. But when it comes to education and content, the sky is the limit.
- Top of mind communication/mindset/mentality has been around for years Direct mailers, banner ads, etc. but what I just talked bout authenticity, familiarity, likability can all be in content, and you can do a great job. But the traditional tactics did not. That’s where you’re seeing this rise come from. People want to be educated, they want that human-to-human connection The era of the informed customer
- Over time, Plated sends me articles on kitchen essentials and cooking hacks (which blew my mind, by the way - who knew you could ripen bananas in the oven? Worth a watch, folks). The point here, is that they care — they created content because they wanted to educate and help readers And what’s better? They stayed top of mind. So when my wife told me she’d like me to start cooking, what was the first thing that came to mind? Plated. Not the grocery store or how in the world I was going to try to make a fancy dish — I thought of Plated.
- Personalization — You want people to feel like James Bond at Disney World. You’re just freaking awesome. Be Different — It’s okay, no one else has your experiences — People ask about content getting crowded
- Personalization — You want people to feel like James Bond at Disney World. You’re just freaking awesome. Be Different — It’s okay, no one else has your experiences — People ask about content getting crowded
- ***FOR JOHN PRESENTER NOTES: The time goes as follows: 1. You read about a service online through an article, but don’t have a need for it ATM 2. Follow their column and their Twitter because you resonated with their personal experience 3. RT a quote from their article months later 4. Noticed another company that you trust just did a webinar with that company 5. A friend asks you about this service and you mention you read the CEO’s article on Forbes and recommend checking them out 6. Someone in your company brings up that you need that service that you had read about earlier (not immediate need) 7. Instantly you think of all the interactions you’ve had (aka building trust) 8. Go to CEO’s personal Twitter > visit company homepage to find out more information 9. Fill out a contact form or reach out and begin the buyer journey
- There are so many opportunities to stay top-of-mind with your audience using LinkedIn. From generating qualified leads with appropriate CTAs in your articles to boosting engagement and repurposing content, and utilizing LinkedIn groups to connect even further. The opportunities are endless.
- Talk about how people check out your employees profiles Along with them being amplifiers for your content
- — Documenting those “aha moments” content triggers to create content with over time — Huge in content marketing it’s also talking to recruiters, sales people, etc. lets you reflect and see holes or opportunities in many areas
- K mart execs didn’t want to do this In reality, it ended up getting leaked because someone thought it was that engaging and it went viral
- We have so many unique aspects of us as a company that we’ve written about We embrace across our company, support people to contribute, investing in employees from all areas. When I wrote about traditional PR, it stirred up controversy but I wanted to be End on — you’re all doing amazing things ,a lo of this is just embracing tactics, trust touch points, this is what truly differentiates you and helps you stand out as you’re trying to build influence
- Getting original, evergreen content —
- There are so many opportunities to stay top-of-mind with your audience using LinkedIn. From generating qualified leads with appropriate CTAs in your articles to boosting engagement and repurposing content, and utilizing LinkedIn groups to connect even further. The opportunities are endless.
- When we repurposed my PR post from Forbes, we also included an enticing, relevant call to action at the bottom. Since we discussed thought leadership previously in the post, I included a 4-step guide that showcases how to create engaging thought leadership content.
- When we repurposed my PR post from Forbes, we also included an enticing, relevant call to action at the bottom. Since we discussed thought leadership previously in the post, I included a 4-step guide that showcases how to create engaging thought leadership content.
- When we repurposed my PR post from Forbes, we also included an enticing, relevant call to action at the bottom. Since we discussed thought leadership previously in the post, I included a 4-step guide that showcases how to create engaging thought leadership content.
- There are so many opportunities to stay top-of-mind with your audience using LinkedIn. From generating qualified leads with appropriate CTAs in your articles to boosting engagement and repurposing content, and utilizing LinkedIn groups to connect even further. The opportunities are endless.
- There are so many opportunities to stay top-of-mind with your audience using LinkedIn. From generating qualified leads with appropriate CTAs in your articles to boosting engagement and repurposing content, and utilizing LinkedIn groups to connect even further. The opportunities are endless.
- There are so many opportunities to stay top-of-mind with your audience using LinkedIn. From generating qualified leads with appropriate CTAs in your articles to boosting engagement and repurposing content, and utilizing LinkedIn groups to connect even further. The opportunities are endless.
- When we repurposed my PR post from Forbes, we also included an enticing, relevant call to action at the bottom. Since we discussed thought leadership previously in the post, I included a 4-step guide that showcases how to create engaging thought leadership content.
- Use tracking URLs! Everything has an ROI, including your LinkedIn posts, and to increase that ROI, you have to measure your content. Without utilizing a tracking URL when linking back to your company blog or website, you risk losing important data on what posts are directing readers to your site. But with a tracking URL you can easily identify what articles and topics resonate most with your readers, as objectively shown by the metrics.