live webinar: our journey to 100k, how we built an always-on content strategy
TRANSCRIPT
OUR JOURNEY TO 100K
HOW WE BUILT
AN ALWAYS-ON
CONTENT
STRATEGYJuly 13, 2016
11am PST | 2pm EST
#SophisticatedMktg
Alex RynneAssociate Content
Marketing Manager
@amrynnie
Cassandra ClarkMarketing Manager
@cassandra3
#SophisticatedMktg@LinkedInMktg
1 2 3 4 5
Why
content
marketing
on LinkedIn
Why a LinkedIn
Company Page
or Showcase
Page
Our path to
100k: 3 major
themes with
examples
Targeting
best
practices
Q&
A
WHAT WE’LL COVER
#SophisticatedMktg
100KCELEBRATING
FOLLOWERS
#SophisticatedMktg
#SOPHISTICATEDMKT
G
PEOPLE SPEND TIME ON OTHER SOCIAL
NETWORKS,
BUT THEY INVEST TIME ON LINKEDIN.
#SophisticatedMktg
#LinkedInMktg
79% Of B2B marketers believe social media is an
effective marketing channel
80% Of B2B leads come from LinkedIn
43%According to HubSpot, 43% of marketers say that
they have sourced a customer from LinkedIn
#SophisticatedMktg
FOR THE FIRST TIME IN THE HISTORY OF MEDIA
YOU CAN ENGAGE WITH THE WORLD’S PROFESSIONALS IN ONE
PLACE
#SophisticatedMktg
OUR DIGITAL LIVES CONVERGE ON
VERY FEW BIG DESTINATIONS
THE LARGEST
GLOBAL
COMMUNITY OF
PROFESSIONAL
S
414Mprofessionals are on LinkedIn
61Msenior-level
influencers
40Mdecision makers
22.8MMass Affluent
3.1Mmarketers
10.7Mopinion leaders6.8M
C-level execs
4.1MIT decision makers
#SophisticatedMktg
9 billion content impressions / week
15X content vs job postings in the
feed
57% mobile
PROFESSIONALS
ENGAGE WITH
PURPOSE –
AND WITH
CONTENT
#SophisticatedMktg
ESTABLISH YOUR COMPANY’S IDENTITY BUILD RELATIONSHIPS WITH THE WORLD’S PROFESSIONALS
IDENTITYYour company’s profile to the world’s
professionals
NETWORKConnect professionals and your
employees to drive economic
opportunity
KNOWLEDGEShare content & opportunities to make
professionals more productive &
successful
LINKEDIN SHOWCASE PAGES
HIGHLIGHT YOUR INDIVIDUAL
BRANDS WITH SHOWCASE
PAGES
• Allow LinkedIn members to follow the
aspects of your business they’re interested
in• Create a dedicated page for aspects of
your business with their own messages
and audience to share with
• Share focused content to build a
relationship with a specific audience
LINKEDIN COMPANY
& SHOWCASE PAGES
Lead Generation
Thought Leadership
Brand Awareness
MEETING YOUR
OBJECTIVES
KEY METRICS
Page Followers1
Post Clicks2
Engagement & Comments3
Event Registrants4
Event Registration
#SophisticatedMktg
LINKEDIN COMPANY
& SHOWCASE PAGES
ACTION ITEMS
Post 3-4 times a day1
Engage with & respond to followers’ comments2
Change cover image every 6 months3
45% Company Updates containing links can have upto a 45% higher follower engagement
#SophisticatedMktg
BornJanuary 2014
10,000May 2014
24,675December 2014
Publish only rich media posts
(Visual is the new headline!)
Test posting at different times of day
and watch engagement
40,000July 2014
Experiment with
themes (e.g.,
‘Monday Motivation’)
and posts without
links
50,000September 2014
Change social headers
every 6 months
Sponsor top-performing
organic content
30,000April 2015
100KCELEBRATING
FOLLOWERS
#SophisticatedMktg
60,068December 2015
Launch more Sponsored
Content Campaigns (mix of lead
generation, brand awareness
and thought leadership plays)
60,000November 2015
Incorporate more quotes
and stats into our imagery
May 2016
Ensure image always
matches messaging
Test length of updates (found 150
characters or fewer perform best)
80,000March 2016
70,000January 2016
Incorporate more A/B testing using
Direct Sponsored Content
Post 3-4 times a day
90,000April 2016
100KCELEBRATING
FOLLOWERS
100,000
#SophisticatedMktg
COUNTING
TO 100K
3 KEY CONTENT MARKETING TACTICS
TO ENGAGE YOUR TARGET
Test everything.
Visual is the new headline.
Organic is good. Paid is better.
#SophisticatedMktg
TEST EVERYTHING.
“eBook” “guide”
Stat Quote
Object Human
vs.
vs.
vs.
This is what
VISUAL IS THE NEW HEADLINE.
#SophisticatedMktg
This is what
VISUAL IS THE NEW HEADLINE.
#SophisticatedMktg
587% increase in impressions delivered
ORGANIC IS GOOD. PAID IS
BETTER.
+360,67
2impressions
+93
1 clicks
182followers
#SophisticatedMktg
LINKEDIN SPONSORED CONTENT
Deliver rich content in the LinkedIn feed across all the
devices.
LINKEDIN DIRECT SPONSORED
CONTENT
With Direct Sponsored Content, reach your target audience directly in the feed
without publishing on your Company Page.
Personalize
Test
Control
#SophisticatedMktg
LINKEDIN SPONSORED CONTENT
Deliver the right
content to the
right people and
boost quality
leads on
LinkedIn:
http://bit.ly/1TEY
7Fl
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
Are you ready to
provide the first
(and best) solution
to suit your
prospects’ needs?
http://bit.ly/1BifEqw
WHAT TO
SHARE
#SophisticatedMktg
DIRECT SPONSORED CONTENT
+571%
CLICKS
+490%
IMPRESSIONS
vs.
ALWAYS BE
TESTING
#SophisticatedMktg
LINKEDIN SPONSORED
CONTENT & DIRECT
SPONSORED CONTENT
Lead Generation
Thought Leadership
Brand Awareness
MEETING YOUR
OBJECTIVES
KEY METRICS
Engagement rate1
Impressions2
Company or Showcase
page followers3
Inquiries/ qualified marketing
leads generated4
LINKEDIN SPONSORED
CONTENT & DIRECT
SPONSORED CONTENT
ACTION ITEMS
Select a compelling visual1
Run Sponsored Content 2-4 times a week2
Run for 3 weeks, then test & iterate3
Add URL tracking codes to measure post-click actions (site visits & conversions)
4
Set up campaigns by audience5
Shift budget to the audience with the highest engagement rate
6
SPONSORED
CONTENT
Visual is the new headline1
Keep it short & sweet2
Snack-able stats work wonders3
Variety is the spice of life4
BEST
PRACTICES
#SophisticatedMktg
Rich demographic dataJob Function, Seniority,
Company Name, Geo, Industry
Interest-based targetingGroup Membership, Skills,
Companies Followed
Persona targetingJob Searchers, Opinion Leaders, Mass
Affluent, Business Travelers
Your own audience dataTarget Account Lists
Market to Who Matters:
GET TO THE RIGHT PROFESSIONAL AUDIENCES
#SophisticatedMktg
How we deliver relevancy to our target audience
Total addressable audienceAny member in the marketing, media
or communication job function ● Geo targeting● Title targeting● Company size targeting● Account Based Targeting
● Skills targeting● Company targeting● Industry targeting
Segmentation within our addressable audience
Content and targeting strategies must be aligned
Seniority = entry, manager,
senior
Seniority = director, VP, CXO,
Owner, Partner
Leverage targeting for deeper personalization in the feed
Using title and skills targeting to differentiate between brand and demand generation marketer
Job title = Demand Generation Manager, Digital Marketing, Acquisition Marketing, SEO Marketing, Search Engine Marketing, Marketing Automation Manager, etc
Job title = Brand Manager, Brand Marketing Manager, Global Marketing Manager, Director Brand Marketing, etc
TARGETING
TIPS
BEST PRACTICES
Don’t hyper-target1
Align content and targeting strategy2
Don’t be afraid to experiment3
Try audience expansion4
#SophisticatedMktg
GETTING
STARTED
KEY
TAKEAWAYS
Set up a LinkedIn Company/Showcase Page1
Utilize rich media and A/B test everything2
Implement a good mix of organic and paid3
Try audience expansion4
#SophisticatedMktg
QUESTIONS?
#SophisticatedMktg
MARKET TO WHO
MATTERSFor the first time in the history of media, you can reach the world’s professionals-all
in one place. More than 433M people worldwide gather on LinkedIn to stay connected
and informed, advance their careers, and work smarter. Together they comprise the
largest global community of business professionals. These are the decision-makers,
influencers, and the leaders of today and tomorrow-precisely the people you want to
target.
For more information, visit marketing.linkedin.com.