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4/4/2017
1
Engaging Professional Audiences with Relevant Content to Drive Sales
Marcel Molenaar
Country Manager
4/4/2017
2
Be the most effective platform
for marketers to engage
with professionals
LinkedIn Marketing Solutions’ mission
WH AT I S CONT E NT M AR KE T I N G ?
“ Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a
clearly-defined audience — and, ultimately, to drive profitable customer
action. ”
4/4/2017
3
Know your Audience
Define the Target Audience relevant for
your message. Find balance between
Target Audience Size & Budget. Make
your content a lasting impression for
audience!
#1
Develop Audience PersonasCreate Audience Personas which are
a compos i te representat ion o f your
typ ica l aud ience. What are the i r
asp i rat ions? What are the i r key
mot i vato r s?
4/4/2017
4
B2B Buying is a Team GameThe bot tom l i ne i s that many depar tment s
impact the f i na l buying dec i s ion , and
marketer s and sa l espeop le a re wel l -
adv i sed to reach a l l o f the i n f l uent ia l
depar tment s
“Rethink the B2B Buyer's Journey“ eBook. This guide shows how
marketers are rethinking the buying team, content and social media
marketing, and sales and marketing alignment.
Know the FunnelAdjus t your mes sage to the pos i t i on
wi th in the funnel . U se remarket ing o r
in -ad- lead-gen fo rms to go deeper in
the funne l .
REACH
NURTURE
ACQUIRE
Brand Awareness Reach and Engage your Target Audience
Lead GenerationCovert Desire to Leads
NurturingEngage Traffc to take Action
Product InterestCreate knowledge on your offerings
OptimizeLearn & Optimize your efforts
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Find BalanceCreate balance between Audience
S i ze & Budget . Make sure your
mes sage i s heard and creates a
las t ing impress ion wi thin your Target
Audience.
34%
68%
28%
19%
21%
9%
17%
4%
Impressions Before FirstClick
Frequency Distribution
1-2 3-5 6-10 11+Impressions:
(% of members reached)
(% of members engaging)
Start with MobileYour Audience i s ‘Always on ’ and
consumes your content on the move.
Onl y 29% of L inkedIn v i s i t s occur on
Desk top on l y.
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Be Always OnJus t l i ke your Audience, you should
s t r i ve to be Always on.
Traditional strategy Always on
Traditional
strategyAlways on
Engage EmployeesYour mos t engaged might be s i t t i ng
r ight acros s f rom you every day. Don’t
fo rget employee engagement as they
are your b igges t advocates .
( T I P : L i nkedIn E levate )
4/4/2017
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Be Relevant
Knowing who your Target Audience is, is
only the beginning. Know what
stimulates them, know what is relevant
and worthy of their time.
#2
Know the MindsetYour Audience i s look ing to I nvest
T ime , no t spend i t . Recognize the
P ro fess iona l Mindset and create
content accord ing l y.
4/4/2017
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Be NewsworthyTh ink l i ke a j ou rnal i s t . I t ’ s a l about
present ing content in an exc i t ing and
re levan t way.
Audit Existing ContentAnal yze your prev ious campaigns to
ident i f y succes s fu l content . Know
what topics are engaging to your
aud ience and take advantage.
4/4/2017
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Repurpose Great ContentNo need to keep re invent ing the
wheel over and over again .
Repackag ing content i s f ru i t fu l &
ef f ic ient . F i nd your B ig Rock content
and be creat i ve in ways to t p resent .
Switch Content TypesLeverage al l Content Types ava i l able
on the network to keep your
Audience on i t s toes .
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10
Create Engaging content
Having relevant content is the
backbone to Content Marketing
Walhalla. Being able to present it in an
engaging way will create value for both
you and your audience.
#3
Tell Visual StoriesAn image tel l s more than a 1.000
words . U se Engaging Images to your
advantage.
0 ,42% CTR
1 ,15% CTR
4/4/2017
11
Include Call To ActionsWhi l e over l y Sal es - focused messaging
doesn’ t work across the board,
a lways s t imu la te act ion .
News Flash!L inkedI n creates greater ef f ic iency fo r
mobi le lead col lect ion wi th the
in t roduct ion of i t s new Lead Gen
Fo rms product . Th i s d r ives h igher
vo lume of qual i t y l eads and makes i t
eas ie r fo r marketer s to connect
member s w i th content .
4/4/2017
12
Keep it ConsiceKeep your I n t roduct ion Text l ess than
150 characte r s .
Interact with your Audience
Utilize the power of the platform and
interact with your Audience. Respond to
statements, resolve questions and go
beyond expectations.
#4
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Be ConversationalCont inue moni tor ing your content
af te r post i ng . Be conver sat ional w i th
your aud ience and engage. Create a
sp in ef fect .
Think about WebcareMoni to r the sen t iment of the
conver sat ions and so lve real l i fe
i s sues .
4/4/2017
14
Always Measure, Learn & Optimize
Never settle with what you have, always
be on the look-out for optimizations and
ways to improve your Content
Marketing strategy.
#5
Identify SuccessLearn to ident i f y success fu l con tent ,
be able to draw concl us ions and
respond wi th co r rect act ion .
4/4/2017
15
Start A/B testingYou’ l l never know your aud ience unt i l
you tes ted them. Implement A/B
tes t i ng to def ine l earnings fo r l ong
te rm success .
Track ConversionsCont inue moni to r i ng your content
af te r post i ng . Be conver sat ional w i th
your aud ience and
ht tps :/ /bus ines s . l inked in .com/market ing- so lu t ions/conver s ion- t rack ing
4/4/2017
16
Implement RemarketingCont inue moni to r i ng your content
af te r post i ng . Be conver sat ional w i th
your aud ience and
Connect ing rel evant content and the
r ight aud ience puts people f i r s t at
Un i t4
Case Study
4/4/2017
17
S UM M AR Y
Create Engaging
Content
Interact wi th your
Audience
Know your Audience Always Measure,
Learn & Opt imize
Be Relevant
34
T HA NK YOU!
Marcel Molenaar
Country Manager