LinkedIn: Blue Is The New Black By Lisa Buyer
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@lisabuyer Facts I Live in Celebra-on, Florida
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@lisabuyer Facts Balancing PR+SEO+Social since 2006 PR since 1990 Clients include:
• Public, private tech startups, real estate, health and wellness and other agencies
Favorite hashtags: • #yoga • #sunsets • #surfing
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@lisabuyer Facts
• Tradi-onal PR background • Agency owner since 1996
• Author of Social PR Secrets – 2nd Edi8on just published!
• Editor of SocialPRChat • Column in Search Engine Watch • Covers trending topics and news related to Search, Social and Public Rela-ons
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Menu of Marketing Solutions
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HEADLINES MATTER
Numbered lists make content easier to consume
Strong language creates a sense of urgency
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ASK QUESTIONS TO ENGAGE THE READER
Start with a ques8on or quote to hook your reader
Make sure the image is relevant and adds to the tone of the post
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OPTIMIZE FOR MOBILE
Eliminate the intro copy, or keep it fewer than 150 characters
Use link posts to op8mize mobile clicks (make sure the landing page is responsively
designed)
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SPEAK DIRECTLY TO THE AUDIENCE YOU ARE TARGETING
Call out your target audience directly in the copy
Ask ques8ons and use “you” directly to your target audience
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INSPIRE THROUGH STORYTELLING
Rich media image commands aRen8on in the news feed
Use first-‐person language and include a clear call-‐to-‐ac8on
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§ Copywriting Tips: § Try opening with a question § Directly address the audience you are
targeting § Lists are easy ways to get a message
across succinctly, but use them sparingly
§ Direct users with clear call-to-actions § Keep intro copy under <150 characters § Edit & optimize titles and descriptions
§ Other Considerations: § Links & Rich Media perform best § Maximize relevancy with effective
targeting § Consider A/B Testing with Direct
Sponsored Content
Content Best Prac8ces
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Content Power Tips
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Content Power Tips
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Follow These Steps to Publish Success
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Follow on TwiPer @LinkedInmktg @JasonMillerCA
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Get Inspired!
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Top Performing Sponsored Updates North America Quarter in Review – Q3, 2014
§ LinkedIn’s Content Marketing Site
§ LinkedIn Marketing Solutions Blog
§ LinkedIn Marketing Solutions SlideShare Channel
§ LinkedIn’s Content Marketing Score & Trending Content Tools
Addi8onal Resources
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Key Takeaways
§ Keep your copy short and sweet unless you are teasing a longer story
§ Successful posts provide clear value oriented to helping professionals be more productive and successful: § Helpful § Informative § Inspiring
§ Brands from all sizes & industries - Finance to Tech to Personal Care are producing high performing content. Professionals are consumers, too
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LinkedIn Takeaways u LinkedIn is the largest professional network in the world
u LinkedIn caters mostly to the B2B market
u Explore all the marke8ng solu8ons u Get visual on LinkedIn and take advantage of SlideShare’s
opportunity to publish powerful visual presenta-ons and infographics to your audience
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LinkedIn Takeaways
u Visual usually works best
u Image and Videos work well on mobile
u Landing pages make a big difference, sending people to homepages typically is not ideal
u Social paid is a smart way to amplify awesome content.
u Social paid can act as an effec-ve content distribu8on method
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LinkedIn Takeaways u Community Managers can power up with LinkedIn publishing with
the help of key employees and an ac-on plan u Media rela8ons! Journalist and reporters are looking for story ideas
and follow Company Pages for news!
u Thought leadership can be enhanced using LinkedIn as a content publishing plaXorm and increase reach with paid content
u LinkedIn Adver-sing is not a short term proposi8on
u Things change. What worked last year may not work this year
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Follow me @lisabuyer Thank you Namaste!