how to compose an always-on marketing strategy using linkedin

`?V-m4++-o44-m4+-a444-How to Compose an

ALWAYS-ONMarketing Strategy Using LinkedIn

Build a Marketing Strategy That's Music to Your Audience's Ears

Success at always-on marketing is like composing great music. Like in a symphony, you need all of the right notes and

musical parts to work in unison, namely:

1 2 3 4 AUDIENCE

INSIGHTCREATIVE STRATEGY

DISTRIBUTION TACTICS

HOLISTIC MEASUREMENT

Know your audience

Create great content throughout the buying cycle

Make your content work as hard as possible

Measure carefully and purposefully

Here’s how LinkedIn empowers you to master each of these crucial elements...

1. Audience Insight

With 467+ million members, LinkedIn helps drive more potential buyers your way.

Gain insight into who is consuming your content with LinkedIn tags that will identify visitors by job title, industry, company and seniority.

`?V-t44-o44-m4++-a444-o4-EFD.4da-Identify Your Most Loyal Patrons

74%of buyers choose the

company that was first to add value as they

are defining their buying vision

Your company should be the experts on a certain topic. Own the conversation by setting its tone, pitch and timbre. You are the conductor of your own story.

Determine a topic that’s top of mind for them and begin to build a content franchise around it.

LinkedIn helps your company orchestrate thought leadership:

2. Creative Strategy

`?V-t44-o44-m4++-a444-o4-EFD.4da-Creating Content that Resonates Beautifully

Once you've recorded your masterpiece, promote it using LinkedIn Sponsored Content to reach LinkedIn members beyond your Company Page followers and ensure your content fuels your lead generation goals for quarters to come.

3. Distribution Tactics

`?V-t44-o44-m4++-a444-o4-EFD.4da-Play Your Content for Those Who Matter Most to Your Business

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EXPERT TIPYour brand generates free impressions via its followers on LinkedIn when you share content via long-form posts, status updates, and SlideShare.

The professional publishing platform on LinkedIn offers another opportunity to post your company’s original content.

Give your content multiple opportunities to perform in places such as your Company Page, Showcase Pages, and employee profiles.

Amplify the impact by calling upon a combination of organic and paid media.

Sing Praises About Your ExpertisePublish and Share Your Content on LinkedIn


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The content you publish is attached to and becomes a part of your LinkedIn profile and positions you as an expert and thought leader.

You can create an always-on strategy with your C-level team, subject matter experts and employees by delivering your message with credibility and authenticity.

LinkedIn automatically delivers news and updates that your audience wants to see reflected in their feed.

Reasons to Publish Long-Form Content on LinkedIn

1

2

3


`?V-t44-o44-m4++-a444-o4-EFD.4da-Expand Your Audience with Paid Media

Publishing isn’t the only way to get the word out about your brand. Continue to play your content directly for your target audience by leveraging our product suite:

LinkedIn Sponsored Content & Direct Sponsored Content

LinkedIn Sponsored InMail

LinkedIn Display Ads

LinkedIn Text Ads3. Distribution Tactics

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Encourage your employees to whistle their own tune by sharing your content and their own subject matter expertise. For this, use LinkedIn Elevate, an employee advocacy tool that encourages your employees to be social and share content across LinkedIn and Twitter.

Expert TipLeverage Employee Advocacy


`?V-t44-o44-m4++-a444-o4-EFD.4da-Don’t forget to capture leads in exchange for high-value content, using LinkedIn Autofill to streamline the process of filling out your landing page forms.

Drive Leads with Content


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We have the richest professional data set of

any social network.

LinkedIn is an indispensable site for the world’s professionals. Take advantage of powerful capabilities that allow you to target just the right people among that audience of professionals and start influencing them to make a purchase.

Why it Makes SenseTo Choose LinkedIn

EXPERT TIPA survey by Content Marketing Institute and MarketingProfs found that marketers consider LinkedIn to be the most effective B2B platform for reaching their audiences.


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Once you’ve given your content the stage on LinkedIn, use data from LinkedIn to validate engagement trends, website traffic and lead form conversions. This will help you track changes in perception and measure efficacy among those not engaging with your content.

Conduct and Measure Carefully and Purposefully

4. Holistic Measurement

`?V-t44-o44-m4++-a444-o4-EFD.4da-Sing a Tune of "Test, Learn and Optimize"


Call upon these best practices to craft a testing strategy:

Beta test new approaches to measurement using the LinkedIn Insights Tag

Run a Sponsored Content Brand Impact Study, which will measure efficacy among non-clickers

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Collaborate! Share insights around Marketing Qualified Leads (MQLs), Marketing Impacted Pipeline and Marketing Impacted Closed Deals with your organization to help optimize the targeting and content strategy.

Record and Share Your Insights


Introducing

Conversion Tracking for LinkedIn Sponsored Content

and Text AdsWe’re laser-focused on bringing you a harmonious

advertising experience. That’s why we recently launched conversion tracking, a set of capabilities built directly into

LinkedIn Campaign Manager that enables you to easily measure these metrics on your LinkedIn campaigns:

Content downloads

Purchases

Leads

Sign-ups

LinkedIn Conversion Tracking

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With Conversion Tracking You Can:

Track website conversions from your LinkedIn programs

Understand your LinkedIn advertising ROI, conversion count, cost-per-conversion, conversion rate, and return on ad spend

See which audience segments are driving the most conversions

Track the Metrics That Matter Most


`?V-t44-o44-m4++-a444-o4-EFD.4da-Track conversions on your website from desktop and mobile; whether members converted after clicking on — or after just viewing — one of your ads.

Record Every Conversion, Every Time


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Monitor the specific campaigns, ads, and the nature of the audiences that are driving conversions. Use this information to improve your targeting and creative to maximize your impact.

Optimize Your Campaigns to Drive More Harmonious Performance

CostPer Lead

MarketingQualified Leads

SalesQualified Leads

Marketing Impacted Pipeline

RevenuePer Opportunity


Ready to Unveil Your Content Concierto to the 467+ Million

Professionals on LinkedIn?

Get Started

https://business.linkedin.com/marketing-solutions?src=ss--InsidersSpotlight&veh=LMS_InsidersSpotlight_NAMER&utm_source=slideshare&utm_medium=CTASlide&utm_campaign=LMS_EMLP_20160914_InsidersSpotlight_NAMER

Today, LinkedIn members number more than 467+ millionprofessionals. That’s more than two-thirds of the 600 millionprofessionals on the planet, representing the largest groupanywhere of influential, affluent, and educated people.

For more information, visit marketing.linkedin.com

https://business.linkedin.com/marketing-solutions