YOUR LINKEDIN CONTENT MARKETING TACTICAL PLAN€¦ · LinkedIn Company & Showcase Pages LinkedIn...

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1 YOUR LINKEDIN CONTENT MARKETING TACTICAL PLAN Alex Rynne Content Marketing Manager LinkedIn Marketing Solutions @amrynnie Chris Wilson Inbound Consultant HubSpot @DrSocialMedia Chris Wilson Inbound Consultant HubSpot @DrSocialMedia Alex Rynne Content Marketing Manager LinkedIn Marketing Solutions @amrynnie

Transcript of YOUR LINKEDIN CONTENT MARKETING TACTICAL PLAN€¦ · LinkedIn Company & Showcase Pages LinkedIn...

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YOUR LINKEDIN CONTENT MARKETING

TACTICAL PLAN Alex Rynne Content Marketing Manager

LinkedIn Marketing Solutions

@amrynnie

Chris Wilson Inbound Consultant

HubSpot

@DrSocialMedia

Chris Wilson Inbound Consultant

HubSpot

@DrSocialMedia

Alex Rynne Content Marketing Manager

LinkedIn Marketing Solutions

@amrynnie

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BEFORE

WE GET

STARTED

› Any questions? Save them for the Post-Presentation Huddle

› Any shout-outs? Tweet them

@LinkedInMktg

@HubSpot

#LinkedInMktg

#mpb2b

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HERE’S THE PLAN

Why should you

have a LinkedIn

Marketing plan?

4 Planning

Basics

to Set You Up

LinkedIn Company

& Showcase

Pages

LinkedIn

Publishing

Platform

#LinkedInMktg

LinkedIn

Sponsored

Content

LinkedIn

Sponsored

InMail

LinkedIn

Conversion

Tracking

of B2B marketers

believe social media

is an effective

marketing channel

79%

of B2B leads come

from LinkedIn

80%

of marketers say

that they have

sourced a customer

from LinkedIn

43%

#LinkedInMktg

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Marketers with

a documented

strategy are

4x more effective

28%

of marketers have

a documented

content marketing

strategy

30%

of marketers feel

their marketing

strategy

is effective

#LinkedInMktg

#MissedOpportunity

Fail to plan,

plan to fail.

4 PLANNING BASICS TO SET YOU UP FOR CONTENT MARKETING SUCCESS

› Delegate

› Follow brand guidelines

› Look beyond your team to source content

› Build an editorial calendar

#LinkedInMktg

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Publishing on LinkedIn

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#LinkedInMktg

LinkedIn Company & Showcase Pages

LinkedIn Sponsored Content

LinkedIn Sponsored InMail

4 LINKEDIN OPPS

FOR THE TAKING

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#LinkedInMktg

and build relationships with the

world’s professionals

ESTABLISH YOUR COMPANY’S IDENTITY

IDENTITY

Your company’s profile to the world’s

professional

NETWORK

Connect professionals and your

employees to drive economic opportunity

KNOWLEDGE

Share content and opportunities

to make professionals more

productive and successful

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#LinkedInMktg

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.

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#LinkedInMktg

Brand

awareness

Lead

generation

Thought

leadership

Event

registration

MEETING YOUR

OBJECTIVES

KEY METRICS › Page followers

› Post clicks

› Engagement

› Comments

› Inquiries and leads

› Event registrants

LINKEDIN COMPANY & SHOWCASE PAGES

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#LinkedInMktg

WHAT TO SHARE

1HR DAILY

LINKEDIN COMPANY & SHOWCASE PAGES

#LinkedInMktg

LINKEDIN COMPANY & SHOWCASE PAGES

› Display industry knowledge.

› Attract your target audience.

› Find opportunities for

engagement.

› Showcase your expertise.

WHAT TO SHARE

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#LinkedInMktg

ACTION ITEMS

› Post 3-4x a day

› Engage with and respond to followers’ comments

› Change header image every 6 months

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LINKEDIN COMPANY

& SHOWCASE PAGES

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Over 1 million unique publishers publish more

than 130,000 posts a week on LinkedIn

PUBLISHING ON LINKEDIN

of readers are in the upper

ranks of their industries:

managers, VPs, CEOs, etc.

45%

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#LinkedInMktg

Thought leadership MEETING YOUR

OBJECTIVES

KEY METRICS › Post views & profile views

› Demographics of your readers

› Likes, comments, and shares

PUBLISHING ON LINKEDIN

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#LinkedInMktg

PUBLISHING ON LINKEDIN

WHAT TO SHARE

1HR DAILY

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#LinkedInMktg

PUBLISHING ON LINKEDIN

ACTION ITEMS

› Publish whenever you feel passionate

› Recommended: Bi-weekly or once a month

PUBLISHING ON LINKEDIN

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#LinkedInMktg

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#LinkedInMktg

Deliver rich content in the LinkedIn

feed across all the devices

LINKEDIN SPONSORED CONTENT

#LinkedInMktg

Personalize Test Control

With Direct Sponsored Content, reach your target audience directly

in the feed without publishing on your Company Page

LINKEDIN DIRECT SPONSORED CONTENT

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Aligner

#LinkedInMktg

Brand

awareness

Lead

generation

Thought

leadership

MEETING YOUR

OBJECTIVES

KEY METRICS › Engagement rate

› Company or

Showcase Page

followers

› Inquires or

marketing qualified

leads generated

› Impressions

LINKEDIN SPONSORED CONTENT

& DIRECT SPONSORED CONTENT

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#LinkedInMktg

BEST PRACTICES

› Visual is the new headline

› Keep it short & sweet

› Snackable stats work wonders

› Variety is the spice of life

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LINKEDIN SPONSORED CONTENT

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#LinkedInMktg

LINKEDIN SPONSORED CONTENT

WHAT TO SHARE

30MINS DAILY

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#LinkedInMktg

Rich media saw

38% higher CTR

than linkshare

update.

ALWAYS BE TESTING

LINKEDIN DIRECT SPONSORED CONTENT

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CTA TEST

TEST VARIATIONS IN COPY

B A

+95% CTR

+50% impressions

#LinkedInMktg

INCORPORATING A STAT

TEST VARIATIONS IN COPY

B

A

+37% CTR

+162% impressions

#LinkedInMktg

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#LinkedInMktg

LINKEDIN SPONSORED CONTENT

Higher CTR (.791% to .692%)

Lower average CPC ($9.08 vs. $11.05)

ACTION ITEMS

› Select a compelling visual

› Run 2-4 posts a week

› Run for 3 weeks, then test & iterate

› Add URL tracking codes to measure post-click

actions (site visits & conversions)

› Set up campaigns by audience

› Shift budget to the audience with the highest

engagement rate

LINKEDIN SPONSORED CONTENT

& DIRECT SPONSORED CONTENT

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#LinkedInMktg

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#LinkedInMktg

Send personalized messages to the people

who matter most to your business.

LINKEDIN SPONSORED INMAIL

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#LinkedInMktg

LINKEDIN SPONSORED INMAIL

MEETING YOUR

OBJECTIVES Brand

awareness

Lead

generation

Program &

certification

enrollments

KEY METRICS › Open rate and

click-through rate

› Inquiries and

leads

› Event registrants

driven directly from

your Sponsored InMail

› Program applications

and brochure

downloads

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#LinkedInMktg

› Webinar and industry

event invitations

› eBook launches

› Product one-sheets

› Program demos

› Infographics

› Blog subscription campaigns

LINKEDIN SPONSORED INMAIL

WHAT TO SHARE

1HR WEEKLY

#LinkedInMktg

LINKEDIN SPONSORED INMAIL

› Subject Line Best Practices

“Exclusive Invitation”

› A/B Tested Content length and

formatting

› Top Right Call to Action &

Sponsored InMail

› Calls to Action Alignment

› Audience Construction

› Length of Promotion

WHAT WAS DONE

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ACTION ITEMS

› Keep copy under 1,000 characters

› Use a clear call to action with a 300x250 banner

› Choose a sender that’s credible to your audience

› Include member’s name in the greeting

› Include a body hyperlink early in the message

› Select a concise subject line

› Set up A/B tests to learn what resonates

LINKEDIN SPONSORED INMAIL

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#LinkedInMktg

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#LinkedInMktg

Measure & optimize the impact of your

LinkedIn Sponsored Content

LINKEDIN CONVERSION TRACKING

Conversion tracking enables you to measure:

› Leads

› Sign-ups

› Add to cart

› Installs

› Content downloads

› Purchases

› Page views

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#LinkedInMktg

With conversion tracking, you can:

› Record every conversion on your site

› Understand the ROI of your spend

› Optimize your campaigns

LINKEDIN CONVERSION TRACKING

LINKEDIN CONVERSION TRACKING

#LinkedInMktg

› Easy set up

› Conversion value

› Make your case

› Tie it all together

IMPROVE PERFORMANCE

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HOW THE LINKEDIN MARKETING

SOLUTIONS TEAM DOES IT

CARVE UP THE TURKEY

Slide

presentations Infographics

Videos Blogs

Webinars

#LinkedInMktg

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EXAMPLE: PROMOTING THE TACTICAL PLAN

LINKEDIN SHOWCASE PAGE

LANDING PAGE BLOG POST TWITTER

MOBILE DOWNLOAD

#LinkedInMktg

EXAMPLE: PROMOTING THE TACTICAL PLAN

#LinkedInMktg

BLOG POST GLOBAL INFOGRAPHIC

PHYSICAL BOOK

WEBINARS

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Don’t do social campaigns,

make every campaign social.

#LinkedInMktg

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#LinkedInMktg

https://lnkd.in/

THANK YOU Ask us anything at the Post-Presentation Huddle!

Alex Rynne

Content Marketing Manager

LinkedIn Marketing Solutions

@amrynnie

Chris Wilson

Inbound Consultant

HubSpot

@DrSocialMedia