Playbook LinkedIn Posting Playbook This playbook will help you better engage and connect with your audience

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  • POSTING ON LINKEDIN Playbook

    PLAYBOOK

    MARKTETING

  • © All Rights Reserved

    Table of Contents

    2

    Pages 4 - 8 Pages 12 Pages 14 - 18

    Introduction

    Context

    Summary

    How to Use

    Definitions

    Statistics

    Optimize

    Pages 26

    Plan Execute

    Pages 20 - 24

    Develop

    Top 10 Tips to Improve Your LinkedIn Profile

    Anatomy of an Effective Post

    Content Ideas

    Posting Tips Optimize

    Content Writing Tips

    Best times to post on LinkedIn

  • © All Rights Reserved

    LINKEDIN POSTING

    INTRODUCTION

    3

    Introduction

    Context

    Summary

    How to Use

    Definitions

    Statistics

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    Context

    4

    How This Playbook Fits Into Company Expert’s Solution Center

    Introduction Plan Develop Execute Optmize

    GROWTH ACCELERATOR

    1

    Planning

    2

    Marketing

    3

    Online Presence

    4

    Sales

    Product Category

    Online Presence > Social Media

    The above four building blocks of growth are the foundational elements of our Growth Accelerator system. They allow us to systematically assess and optimize various components of growth. Within each of the four blocks there are 18 different enablers of growth.

    Each of these blocks are part of an interconnected ecosystem that Company Expert leverages with these Playbooks to inject speed, alignment and accelerated growth into the DNA of your firm – Our Growth AcceleratorTM

    RELATED TOOLS

    GROWTH ACCELERATOR

    2

    Marketing

     Insights  Products

    3

    Online Presence

     Insights  Products

    1

    Planning

     Insights  Products

    4

    Sales

     Insights  Products

    https://www.companyexpert.com/category/marketing/ https://www.companyexpert.com/product-category/marketing https://www.companyexpert.com/category/online-presence/ https://www.companyexpert.com/product-category/online-presence https://www.companyexpert.com/category/business-planning/ https://www.companyexpert.com/product-category/planning https://www.companyexpert.com/category/sales https://www.companyexpert.com/product-category/sales

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    Playbook Overview

    1 2 3 4 5

    Ef fo

    rt

    Impact

    1

    2

    3

    4

    5

    Key: 1 Low – 5 High

    Highest Value

    Activities

    Time to Complete: Posting .5 hours per week using an automated tool

    Building Block of Growth: Marketing

    Other Related Enablers of Growth:  Persona Development  Value Proposition  Content Marketing  Marketing Tools  Marketing Process

    Impact/Effort Scoring:

    Score Summary:

    Developing content takes a lot of time and effort to position your firm as a trusted advisor.

    LinkedIn is the most effective platform for communicating and selling to B2B prospects.

    Tool Score

    Product Summary:

    Posting to LinkedIn is part art, part science, part informing, part selling – but always adding value for your followers.

    This is the definitive guide to posting on LinkedIn, in this playbook, you will find:

     Best practices

     Little know secrets

     When to post

     What should be posted

     How much of the content should be yours versus 3rd

    party content

     How you should sequence in your posts, and much more!

    Done right, you will be position as a trusted advisor to you key prospects. Done wrong, and it will damage your brand and ability to get leads on LinkedIn.

    Don’t take a change download your copy today!

    Format: PowerPoint

    Number of Pages: 26

    Introduction Plan Develop Execute Optmize

  • © All Rights Reserved

    Introduction

    6

    LinkedIn Posting Playbook

    This playbook will help you better engage and connect with your audience on LinkedIn. As a B2B firm you cannot ignore the worlds’ largest business network platform – other than your website this is #1 place your prospects will look to assess your company. This playbook will help you:

     Leverage best LinkedIn practices

     Increase your ROI

     Grow a network of prospects

    WHY USE THIS PLAYBOOK? WHO IS THIS PLAYBOOK FOR? HOW TO USE THIS PLAYBOOK

    B2B professional service firms who are new to the LinkedIn platform

    Firms that have been using the platform without much success

    Marketing staff who want to focus on LinkedIn as a key way to grow their client base

    The playbook can be used as a standalone strategy to drive more engagement and conversions or it can be used as a component of a broader marketing strategy on LinkedIn.

    The practices share should be adapted to best suit the needs of your organization and where you are from a LinkedIn maturity standpoint

    Tips and strategiesTIP Warning, be carefulKEY SUMMARY

    Help

    Introduction Plan Develop Execute Optmize

  • © All Rights Reserved 7

    Definitions

    Call-To-Actions is a statement designed to get an immediate response (to take action) from the person reading it.

    Each of the four building block of growth contain 18 different capabilities or drivers of growth

    A hashtag (# followed by keyword) is used on social media to help organize content and track discussions based upon the keywords

    A Playbook is discrete activity and process to achieve a certain outcome. Playbooks are often one component of a Solution Set Example: Creating a Value Proposition is a playbook within the Editorial Guidelines Solution Set

    Posts allow all LinkedIn members to share their professional expertise, experiences and content with their connections and the larger community. Posts you share will be broadcasted to your connections’ feeds in their LinkedIn homepage. Post are limited to about 5 lines.

    Publishing allows members to write in-depth about their professional expertise – challenges they’ve faced, opportunities they’ve seized, important trends in their industry, etc.

    A Solution Set is a series of Playbooks combined to provide a holistic approach towards completing a specific marketing activity. Example: The Editorial Guidelines Solution Set contains some of the following Playbooks: Creating a value proposition, creating target personas, and how to write a blog

    CTA

    Drivers of Growth

    Hashtag

    Playbook

    Posting

    Publishing

    Solution Set

    Introduction Plan Develop Execute Optmize

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    Why LinkedIn?

     LinkedIn is the #1 channel B2B marketers use to distribute content at 94%.

     6 out of 10 users actively look for industry insights.

     280 billion feed updates are viewed annually.

     Professional content gets 15X more content impressions than job postings with 57% consuming content on mobile.

     LinkedIn makes up more than 50% of all social traffic to B2B websites & blogs.

     92% of B2B marketers include LinkedIn in their digital marketing mix.

    Source: Omnicore Sproutsocial Study

    Effectiveness Ratings for B2B Social Media Platforms Statistics You Cannot Ignore

    Introduction Plan Develop Execute Optmize

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    LINKEDIN POSTING

    Plan

    Develop

    Execute

    Optimize

    PROCESS OVERVIEW

    Stage 1:

    Stage 2:

    Stage 3:

    Stage 4:

    9

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    LinkedIn Posting Strategy Specifically Designed for Professional Service Firms

    1

    Plan

    2

    Develop

    3

    Execute

    4

    Optimize

    Scope of this process: We have outlined some best practices in this Playbook, however, it was not meant to provide you the actual process of posting – that can be easily found on the LinkedIn site.

    Stage 1 – Plan First impressions make a big difference, use your profile to position your firm as a trusted advisor

    Stage 3 – Execute Posting the right message at the right time

    Stage 2 – Develop Developing the right content that will resonate with your target market

    Stage 4 – Optimize Continue to monitor and enhance your approach

    Google founder Larry Page has attributed the strategy of having "more wood behind fewer arrows”

    Helped them reach record profits. We see a lot of firms trying to have a presence on multiple social media platforms and failing at all of them. Focus on a successful LinkedIn presence before you start on another platform.

    TIP

    Introduction Plan Develop Execute Optmize

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    LINKEDIN POSTING

    PLAN

    Plan

    Top 10 Tips to Improve Your LinkedIn Profile

    11

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    Top 10 Tips to Improve Your LinkedIn Profile

    • We have a LinkedIn Profile Optimizer Playbook you should refer to for more information. Here are 10 quick tips to improve your profile:

    • Make sure you are in business attire and you profile picture is professional

    • Add a professional looking background picture

    • Make sure you have a compelling headline

    • Customize your Linked