The Big Rock. The Sophisticated Marketer s Guide to LinkedIn

Transcription

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2 The Big Rock The Sophisticated Marketer s Guide to LinkedIn

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4 Take it Global

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6 What Does Success Look Like?

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8 Podcast Turkey Slices (Non Gated) Blog Post SlideShare Webinar BIG ROCK (Gated) Lead Capture Nurture No MQL Yes SDR Sales Qualified? Infographic No Sales Yes Revenue

9 The Always on Strategy For those about to Launch.. FIRE! Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter

10 The Results Out of the Gate 15% 9% 6% 4% 32% 34% Blog InMail Direct/SEO Other Display AdWords 7% 7% 7% 1% 1% 2% 6% 64% United States Netherlands India Canada Australia UK Germany New Zealand Singapore France

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14 18,000% ROI 14

15 The Plan

16 According to Everett M. Rogers in Diffusion of Innovations, the landmark 1962 textbook that popularized the study of how new ideas and technologies spread through societies, early adopters make up 13.5% of the consumers who will adopt an innovation.

17 And it s scalable.. The Next Big Rock

18 LinkedIn Marketing Solutions Presents

19 Launch from the Mothership (Your Blog)

20 Sponsored Updates / Direct Sponsored Content

21 Webinar Announcement Landing Page Blog Company Page Update

22 Always Be Testing 22

23 Week 4 Week 3 Week 2 Week 1 Marketing Solutions LLA Streams Engaged Homepage Bouncers Lead Accelerator Sponsored Updates

24 The Marketing Team of the Future (As Demonstrated by KISS) 24

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26 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen 26

27 They consistently deliver content that their fans want to consume and share. 27

28 Their PR efforts guide their vision as the hottest band in the world. 28

29 They deliver amazing experiences on tour (Event Marketing)

30 They built a thriving community. #INBOUND14

31 People want a thrill, people want a spectacle and people love to be entertained.

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33 Thank You! Jason Miller, Sr. Content 33

34 Content Marketing Summit at LinkedIn July 30-31, 2015 LinkedIn Headquarters Mountain View, CA #RaganLinkedIn Presented by:

35 #RaganLinkedIn Source: Think With Google: Presented by:

36 #RaganLinkedIn Source: Think With Google: Presented by:

37 Measure What Matters Most 1. Have you selected relevant metrics and benchmarks? 2. Do those metrics align with business goals? 3. Do your tools allow you to find the answers? 4. Do the answers lead to the next decisions? #RaganLinkedIn Presented by:

38 Align Content With Business Goals Ideas Proven Results Data Gathering Data Analysis #RaganLinkedIn Presented by:

39 But What Data to Focus On? Eschew vanity metrics Likes, views, clicks Drive to an ROI Find path to progress Steps to a goal Complete call to action Prove marketing impact Make money, get more money #RaganLinkedIn Presented by:

40 More than Last Click, a Process #RaganLinkedIn Source: Think With Google: Presented by:

41 Data-Driven Optimization Before After Content marketing can feed a steady trend up, moving away from chasing spikes. The data, and your users, give you the next move. #RaganLinkedIn Presented by:

42 Takeaways and Tips 1. The world is noisy. Break through with unique and valuable content your customers will seek out. 2. Find the value of a customer to you and let your content drive them to your goals. 3. Good data leads to more budget. Prove value, and your CxO will support your initiatives in a virtuous cycle. #RaganLinkedIn Presented by:

43 Don t Be Outnumbered: Strategies for Winning with Metrics John Phillip Loof Product Management, LinkedIn July 30-31, 2015 LinkedIn Headquarters Mountain View, CA #RaganLinkedIn Presented by:

44 Many critical corporate decisions are data driven Be prepared, comfortable and confident! LinkedIn s IPO LinkedIn/SlideShare acquisition Product management #RaganLinkedIn Presented by:

45 Four key strategies for winning with metrics DEFINE evaluation metrics before design/creative process CELEBRATE wins, communicate performance EVALUATE success differently across different experiences LEVERAGE data, but know when it s not needed #RaganLinkedIn Presented by:

46 DEFINE What are the goals of your campaign? Market your company and/or brand Key metrics: Reach: Total Pageviews Unique Visitors Growth y/y Establish yourself as a leadership Key metrics: Relevance: Organic search visits Targeted audience Comments, social distribution Drive sales prospects Key metrics: Relevance: Qualified leads Sales conversion rate #RaganLinkedIn Presented by:

47 EVALUATE What does success look like on different devices and in different regions? All devices are not created equally So why would you evaluate desktop, table and mobile metrics the same? Communication patterns change So have a position on how you measure impact across different regions #RaganLinkedIn Presented by:

48 CELEBRATE Change the culture and embrace measurement Embrace success and share wins with the team Invest in training and technology to make analysis easier #RaganLinkedIn Presented by:

49 LEVERAGE Focus on creating value: don t be a slave to the data or risk going extinct Fundamental (70%): Metrics drive decisions Expansion/Retention (20%): ROI helps influence strategy Growth (10%): Intuition and creativity drive change and innovation #RaganLinkedIn Presented by: