79% of B2B marketers believe that social media is an effective marketing channel and 80% of B2B leads come from LinkedIn Itself. Want to generate b2b leads and a wider target audience? Start building your content effectively.
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Content Marketing on LinkedIn
April 26th, 2016
Agency Consultant, LinkedIn
• Why should I build a brand on
• How do I build a brand on LinkedIn?
Of B2B marketers believe social media is
an effective marketing channel
Of B2B leads come from LinkedIn
According to HubSpot, 43% of marketers say that
they have sourced a customer from LinkedIn
Marketers with a documented strategy
are 4x more effective
of marketers have a documented
content marketing strategy
of marketers feel their marketing
strategy is effective
There are 4 reasons to build a brand on LinkedIn
Our purpose, our scale, our data, + our context
1. PURPOSE > we connect the world to opportunity
Our “Economic Graph” is a digital map of the global economy
2. SCALE > we are the largest professional network
414+ million professional users around the world
3. DATA > we have the richest professional data set
All of the information in a user’s profile is targetable
4. CONTEXT > your brand is additive to the experience
CONCLUSION > we are the most effective B2B platform
You need to get four things right to win on LinkedIn:
1. Audience Insights
First, size up your potential audience
BDM’s Sphere of Influence
Is this audience visiting your client’s sitetoday?
What % of traffic comes from your target audience?
Is this audience following your client today?
What % of Company Page followers belong to your target audience?
How do we bridge the gap between our sites?
And transform your client’s site from an “end point” to a “start point”
By observing the audience’s habits
By understanding the audience’s interests
And by telling you the audience’s secrets
Custom Research can give your client a competitive edge…
2. Creative Strategy
“On what topic can you be the leading
informational expert in the world?”
- Content Marketing Institute
People buy your thought leadership
Not your products and services
“BUYERS DON’T BUY YOUR
PRODUCTS AND SERVICES UNTIL
THEY BUY YOUR APPROACH TO
SOLVING THEIR PROBLEMS”
Good thought leadership means owning a topic
By building a sustainable “Content Franchise”
A content franchise consists of many different pieces
And can fuel an always-on content marketing calendar
Which are mapped to each stage of the funnel
And tied together with sequential story-telling
It builds brands and drives leads at the same time
How? Well, some of the content is gated, some of it isn’t
Don’t lose sight of these three basic principles
There are a few boxes you need to tick before executing
Develop Brand Guidelines
Look Beyond Your Team To Source Content
Build An Editorial Calendar
3. Distribution Strategy
Distribute from your owned properties
A sturdy social architecture will get you into your audience’s News Feed
First by using organic media
Maximize reach against followers and your extended network
Tell me more about this publishing platform?
Hit a nerve, then amplify with organic/paid media
Next, extend your reach with paid media
The hyper-targeted amplification of organic content
Oh, tell me more about Sponsored Content!
It’s a native, cross-device content ad
This is what good Sponsored Content looks like
Expertise that aligns with audience’s core interests
Emerson Want to know the average yearly salary for mechanical engineers?
5 Mechanical Engineering Trends to Know
emersonconsideritsolved.com – Mechanical engineering is
a rapidly evolving field. Find out about the trends that are
defining its future.
• Crystal Clear Value Exchange
(Business intelligence/career development)
• Uber-Compelling Hook
(“What is the average salary?!”)
• Perfectly Targeted
(Only seen by Mechanical Engineers)
• Eye-Catching Visual
• (Futuristic blueprint)
You should also try videos and rich media posts
Run A/B tests to refine creative approach
You should have at least four unique updates live
Comcast Business Network performance isn’t just about raw throughput. Latency is a significant
factor – and applications are not equally affected. This IT Pro Portal article looks at how latency affects
different applications and provides tips for reducing latency.
Layers and latency: Configuring your network
for best performance
itproportal.com – In this feature, we will look at applications that
tolerate latency, those that don’t and which aspects of your network
affect important part…
Comcast Business Strong network performance all comes down to one important factor.
The Most Overlooked Factor In Network
itproportal.com – Configuring your network for best performance.
Target broadly with a focus on relevance
Broad is easier to optimize, more cost effective, and empowers algorithms
Once thought leadership is established, capture leads
And optimize the user experience with Autofill
And nurture leads with account-based marketing
Nurtured leads drive 47% more revenue than non-nurtured leads
4. Measuring Success
B2B marketing is all about quality, not quantity
Use 1st Party Data to validate every impression, click, + conversion
Run research to track changes in perception
Brand Impact Studies will measure efficacy among non-clickers
Measure lead quality to prove ROI
Compare sales of nurtured vs. non-nurtured leads
COST PER LEAD
MARKETING QUALIFIED LEADS
SALES QUALIFIED LEADS
REVENUE PER OPPORTUNITY
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