Webinar: Optimizing your brand's LinkedIn presence
•Download as PPTX, PDF•
6 likes•1,373 views
This deck will help you understand how to best leverage your LinkedIn Company Page and engage your followers and target audience through content marketing.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Webinar: Optimizing your brand's LinkedIn presence
Similar to Webinar: Optimizing your brand's LinkedIn presence (20)
More from LinkedIn
More from LinkedIn (20)
Recently uploaded
Recently uploaded (20)
Webinar: Optimizing your brand's LinkedIn presence
- 1. Optimizing Your Brand’s LinkedIn Presence #linkedincontent Brittany Curtis Content Marketing Consultant
- 2. A few things before we begin… 2 Will this be recorded – YES Please submit all questions into the public WebEx box #linkedincontent
- 3. Agenda 3 1. Establishing Your LinkedIn Presence 2. Content Marketing on LinkedIn 3. Content Marketing Best Practices
- 4. Establishing Your LinkedIn Presence #linkedincontent
- 5. 5 LinkedIn Company Page: Your destination to establish your company's identity and build relationships with the world's professionals Identity Your company’s profile to the world’s professionals Network Connect professionals and your employees to your brand Knowledge Share content & to make professionals more productive & successful
- 6. Engaging Members with Content 6 Organic Update Sponsored Update Followers of a company receive organic updates Desired Target Audience receives Sponsored Update http://business.linkedin.com/
- 7. Company Pages: Gateway to the newsfeed
- 8. LinkedIn Showcase Pages 8 Showcase Pages Showcase Pages allow companies to extend their Company Page presence, effectively segment their audience, and deliver the right message to the right audience.
- 9. When Should I Create a Showcase Page? 1.For a specific LOB that has its own identity and story 2.For a specific long-term product that requires its own messaging and follower base 3.If you want to segment and connect with a specific target audience #linkedincontent
- 10. 10 Key Features Discoverable through search Attract a unique set of followers Deliver content through Company Updates and Sponsored Updates Two-Column content feed to bring content front and center
- 11. Content on a Showcase Page should be… Content should reflect the LOB or product’s overall messaging and values Relevant and helpful to the audience that you want to build a relationship with Consistent – members want to hear from you! #linkedincontent
- 12. Showcase Page: Different LOB 12
- 13. 13 Showcase Page Content Specific and relevant to Secret’s target audience Content that is helpful builds trusting relationships with members
- 14. Content for a Showcase Page Company Page vs. Showcase Page 14 P&G Company Page Secret Showcase Page P&G company news Showcase Talent Thought-leadership Content Consistent Messaging around women in the workplace
- 15. Content Marketing on LinkedIn #linkedincontent
- 16. LinkedIn’s Content Evolution Influencers Pulse Sponsored Updates Long-form Content
- 17. 17 LinkedIn Content Evolution Jobs Content Content pages receive 7X the page views vs. job pages
- 18. 18 LinkedIn Profile Data Groups B2B Content Marketing LinkedIn for Agencies eMarketing Association Occupation Marketing Standardized Job Titles Global Lead Name Andy Goldman Function Marketing Company LinkedIn Size 5000+ Industry Technology Connections 500+ Demographics Male Geo New York Endorsements Digital Marketing Marketing Strategy Content Marketing Publications The Real 7 Wonders of the World Awards Direct Marketing of the Year Award IAB 2013 Sales Excellence Award
- 19. Our mission is to connect the world’s professionals to make them more productive and successful. - Jeff Weiner
- 20. Tapping into Aspiration Emotions on professional networks are just below the surface Why do we want to be successful as professionals? • Achieving Potential • Sense of Purpose • Continued Learning • Social Recognition • Provide for Family • Personal Wealth
- 21. Content Marketing Best Practices
- 22. 22 Be Relevant
- 23. 23 What’s in it for them?
- 24. Establish a Tone 24
- 25. Clear Call to Action 25
- 26. 26 Good Imagery
- 27. Direct Sponsored Content (DSC) #linkedincontent
- 28. 28 With Direct Sponsored Content, target specific audiences directly in the feed, without publishing on Company Pages Personalize Customize your message to target each audience Test Test variations of your content Control What gets published on your Company Page
- 29. 29 Personalize your message and offers to your target audience to boost your performance
- 30. 30 Test and optimize your reach to the right audience with the right message Test your intro message or call to action Test your image Test your headline and teaser text
- 31. while providing others within your company access to sponsor content 31 Control what gets published on your Company Page Enable more departments to participate in content marketing 1 Promote local events and targeted offers to specific audiences 2 Boost your lead gen efforts without overwhelming your followers 3 Share more content on LinkedIn without crowding your Company Page 4
- 32. Key Takeaways #linkedincontent 1. Establish a LinkedIn Company Page or Showcase page to engage members through content 2. Maintain your LinkedIn presence through content marketing 3. Use Direct Sponsored Content as a vehicle to test different content marketing efforts, and deliver the most relevant content experience to members
Editor's Notes
- Let's look at [NAME], for example. He is exactly the type of professional that your company is looking for: [ELABORATE CHARACTER STORY TO MATCH YOUR CLIENT’S TARGET AUDIENCE: NAME, AGE, EDUCATION, GEOGRAPHY, EDUCATION, JOB TITLE COMPANY SIZE, ETC] This is his identity, or who he is.
- Influencers – October 2012 Acquired Pulse – April 2013 Sponsored Updates – July 2013 Long-form content – July 2014
- So why has LinkedIn seen this growth of users and usage? Content. Contrary to the belief that LinkedIn is a jobs board or just a resume…. Content drives 7x more page views than jobs on LinkedIn.
- LinkedIn’s differentiation in social media is our rich profile data. As you can see here, here is John’s profile and the data attached to it. Based on what John’s chosen to share, we know his first name (not a pseudonym), employer, his role, his seniority, industry, skills, and more. It is the only platform where user’s have a strong incentive to provide 1st party data themselves This is in contrast to it being inferred or other platforms where privacy concerns have led users to remove or limit what they share From a marketing standpoint, this creates the largest B2B opportunity for companies