We’ve put together a quick, tactical webinar for driving ROI with LinkedIn Company Pages, SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Updates and LinkedIn Groups. We’ve tested and iterated for years – and now hear from LinkedIn's content marketing manager, Alexandra Rynne as she shares our insider tips. In this presentation we uncover: -What content drives the most engagement on LinkedIn -Action items and daily time investment needed to succeed with LinkedIn Marketing tools -Key metrics to measure the success of your strategy

2. Alex Rynne
Associate Content Marketing Manager,
LinkedIn Marketing Solutions
BEFORE WE GET STARTED…
• Any questions? Send them via the Q&A feature
• Any shout-outs? Tweet them @LinkedInMktg
via #LinkedInMktg
• Is this presentation recorded? Of course!
#LinkedInMktg

3. OVERVIEW:
• Why should you have a LinkedIn
Marketing plan?
• 4 Planning Basics to Set You Up
for Content Marketing Success
• 5 Opportunities for the Taking
• LinkedIn Company
& Showcase Pages
• LinkedIn SlideShare
• Publishing on LinkedIn
• LinkedIn Sponsored Updates
& Direct Sponsored Content
• LinkedIn Groups
• Your 1-Page Printable Plan
• Additional Resources
#LinkedInMktg

4. 79%
80%
43%
Of B2B marketers believe social media is
an effective marketing channel
Of B2B leads come from LinkedIn
According to HubSpot, 43% of marketers say that
they have sourced a customer from LinkedIn

5. 28%
Marketers with a documented strategy
are 4x more effective
Of Marketers have a documented
content marketing strategy
#MissedOpportunity
30% Of marketers feel their marketing
strategy is effective

6. “FAIL TO PLAN, PLAN TO FAIL”
• Delegate
• Follow brand guidelines
• Look beyond your team
to source content
• Build an editorial calendar
4 PLANNING BASICS TO SET YOU UP
FOR CONTENT MARKETING SUCCESS
#LinkedInMktg

7. 5 LinkedIn Content Marketing Opportunities
for the Taking
LinkedIn Company & Showcase Pages
LinkedIn SlideShare
Publishing on LinkedIn
LinkedIn Sponsored Updates & Direct
Sponsored Content
LinkedIn Groups

8. ESTASBLISH YOUR COMPANY’S IDENTITY AND BUILD
RELATIONSHIPS WITH THE WORLD’S PROFESSIONALS
#LinkedInMktg
IDENTITY
Your company’s profile to
the world’s professional
NETWORK
Connect professionals and
your employees to drive
economic opportunity
KNOWLEDGE
Share content & opportunities to
make professionals more productive
& successful

9. 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
#LinkedInMktg

10. LINKEDIN COMPANY & SHOWCASE PAGES
WHAT TO SHARE
Hire, Market, and Sell Better Using LinkedIn
Elevate’s New Features: http://blt.ly/1MOluYh
#MondayMotivation from the late and great Henry Ford If you need a daily playbook for successful content marketing
on LinkedIn, this webinar is for you: http://blt.ly/1N8Wu02
What Effective B2B Content Marketing Looks
Like: http://blt.ly/1JC0ijA
Introducing our latest Lynda.com course: Up
and running with LinkedIn Lead Accelerator:
http://blt.ly/FLGuzs
#LinkedInMktg

11. LINKEDIN COMPANY
& SHOWCASE PAGES
MEETING YOUR OBJECTIVES
Brand Awareness
Lead Generation
Thought Leadership
Event Registration
#LinkedInMktg
• Page Followers
• Post Clicks
• Engagement
KEY METRICS
• Comments
• Inquiries and Leads
• Event Registrants

12. LINKEDIN COMPANY
& SHOWCASE PAGES
ü Post 3-4x a day
ü Engage with and respond
to followers’ comments
ü Change header image
every 6 months
ACTION ITEMS
#LinkedInMktg

13. LINKEDIN SLIDESHARE
70 million monthly unique visitors
13,000 new pieces of content added daily
#LinkedInMktg

14. LINKEDIN SLIDESHARE
WHAT TO SHARE
#LinkedInMktg

15. LINKEDIN SLIDESHARE
MEETING YOUR OBJECTIVES
Lead Generation SEO
Brand Awareness &
Thought Leadership
#LinkedInMktg
• Inquiries and leads
• Demographics of your
readers and followers
• Linkbacks
KEY METRICS
• Keyword rankings
• Views
• Actions (Downloads,
Likes & Embeds)

16. LINKEDIN SLIDESHARE
ü Upload new content weekly
ü Highlight decks on profile page
ü Group content into playlists
ü Add lead forms
ü Leverage the clipping tool
ACTION ITEMS
#LinkedInMktg

17. PUBLISHING ON LINKEDIN
Our over 1 million unique publishers publish more
than 130,000 posts a week on LinkedIn.
45%
About 45% of readers are in the
upper ranks of their industries:
managers, VPs, CEOs, etc.
#LinkedInMktg

18. PUBLISHING ON LINKEDIN
WHAT TO SHARE
#LinkedInMktg

19. PUBLISHING ON LINKEDIN
MEETING YOUR OBJECTIVES
Thought Leadership
#LinkedInMktg
KEY METRICS
• Post Views & Profile Views
• Demographics of Your Readers
• Likes, Comments & Shares

20. PUBLISHING ON LINKEDIN
ACTION ITEMS
ü Publish whenever you
feel passionate
ü Recommended: Bi-weekly
or once a month
#LinkedInMktg

21. LINKEDIN SPONSORED UPDATES
Deliver rich Content in the LinkedIn
feed across all the devices
#LinkedInMktg

22. With Direct Sponsored Content, reach
your target audience directly in the feed
without publishing on your Company Page
LINKEDIN DIRECT SPONSORED CONTENT
#LinkedInMktg
Personalize
Test
Control

23. LINKEDIN SPONSORED UPDATES
& DIRECT SPONSORED CONTENT
WHAT TO SHARE
LinkedIn Lead Accelerator empowers B2B marketers to
effectively drive website conversions: http://bit.ly/1BifEqw
Advertising today is a whole new playing field. Get ahead
in the game with The Little Big Book of LinkedIn Advertising:
http://bit.ly/1hlyOlx
Tune in as industry leaders discuss practical
insignts on how academic institutions can best
leverage LinkedIn: http://bit.ly/1BifEqw
#LinkedInMktg
Are you ready to provide the first (and best) solution
to suit your prospects’ needs? : h#p://bit.ly/1BifEqw

24. #LinkedInMktg

25. #LinkedInMktg

26. LINKEDIN SPONSORED UPDATES
& DIRECT SPONSORED CONTENT
MEETING YOUR OBJECTIVES
Brand Awareness
Thought Leadership
Lead Generation
#LinkedInMktg
KEY METRICS
• Engagement Rate
• Impressions
• Company or Showcase Page Followers
• Inquires or Marketing Qualified Leads Generated from the Update

27. LINKEDIN SPONSORED UPDATES
& DIRECT SPONSORED CONTENT
ACTION ITEMS
ü Select a Compelling Visual
ü Run 2-4 Sponsored Updates a Week
ü Run for 3 weeks, then Test & Iterate
ü Add URL Tracking Codes to Measure Post-Click
Actions (Site Visits & Conversions)
ü Set Up Campaigns by Audience
ü Shift Budget to the Audience with the Highest
Engagement Rate
#LinkedInMktg

28. LINKEDIN GROUPS
The perfect way to build an engaged community on
the world’s largest professional platform
#LinkedInMktg

29. LINKEDIN GROUPS
WHAT TO SHARE
#LinkedInMktg

30. MEETING YOUR OBJECTIVES
LINKEDIN GROUPS
KEY METRICS
• Number of Group Members
• Number of Discussions
• Quality of Conversations
• Number of Profile Views
• Number of New Connections
#LinkedInMktg
Thought Leadership

31. LINKEDIN GROUPS
ACTION ITEMS
ü Create a group for your company & assign
ownership & duties
ü Ask for opinions & provide unique insights
ü Keep your content focused
ü Manage & monitor post submissions daily
ü Highlight top contributors
ü Promote your group across social media
channels for increased membership
ü Join other relevant industry groups
ü Initiate & participate in group discussions daily
#LinkedInMktg

32. ​ Repurpose content like leftover Turkey

33. h"p://bit.ly/LI1PagePlan

34. READY TO DRIVE MORE REVENUE ON LINKEDIN?
FOR THE OVERACHIVEVER IN YOU
15 Tips for Compelling Company
Updated on LinkedIn
Lead Generation on SlideShare:
A How-to Guide
Ultimate Playbook to Professional
Publishing on LinkedIn
The Sophisticated Marketer’s
Guide to LinkedIn
10 ways to Drive Killer Results
with LinkedIn Sponsored Updates
Creating Your First Big Rock

35. QUESTIONS?