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Jon LombardoLinkedIn,
Content Marketing Lead
Mathew GreenlayAberdeen Asset Management,
Director of Integrated Marketing
HOW ABERDEEN ASSET MANAGEMENT
CREATE AWARENESS AND GENERATE SALES LEADS ON
TODAY’SAGENDA
AGENDA
1. SETTING-UP OUR STRATEGY2. CREATING OUR DESTINATION3. PRODUCING COMPELLING CONTENT4. DISTRIBUTING ACROSS SOCIAL5. ACHIEVEING AMPLIFICATION WITH LINKEDIN6. WHAT ARE SPONSORED UPDATES?7. CREATING GREAT CONTENT TO ENGAGE THE LINKEDIN AUDIENCE8. TURNING YOUR CONTENT INTO COMPELLING SPONSORED UPDATES9. TEST, LEARN AND OPTIMIZE10.CONCLUSION
AGENDA
5 STEPS TO ACHIEVING CONTENT
MATURITY
AGENDA
• Strategy• Destination• Content • Social Distribution• Amplification
5 steps to achieving content maturity
AGENDA
Offer an innovative, valuable and rewarding route to your audience
“We need to differentiate, and offer value-add experience to our clients and prospects.”
1/STRATEGY – WHY?
AGENDA
Take the whole business on a journeyEducate as you go – be the evangelist - Compliance - Marketing - Legal - HR - Customer Service - Communications
1/STRATEGY – WHO?
AGENDA
Do your research – internal and externalKnow where the opportunities are• Competitor research• What systems and processes do you need to align with?• Where are your audience?• What makes you unique?
- What channels will work best for you and how will you use them?
1/STRATEGY – HOW?
AGENDA
2/ DESTINATION
AGENDA
3/ CONTENT IS KING AND QUEEN
AGENDA
3/ CONTENT IMAGERY
AGENDA
3/ CONTENT HEADLINE
AGENDA
3/ CONTENT HIERARCHY
AGENDA
4/DISTRIBUTION
AGENDA
4/LINKEDIN UPDATES
AGENDA
5/AMPLIFICATION
Twitter: Promoted TweetsGoogle: PPC advertising YouTube: In-Stream video Outbrain: Syndicated content
LinkedIn: Sponsored Update
AGENDA
OUR RESULTS AFTER 3 MONTHS
AGENDA
OUR RESULTS AFTER 3 MONTHS
AGENDA
WHAT PEOPLE ARE SAYING
“This whole series of videos is outstanding. Much like Aberdeen’s global brand campaign and social sites, stellar in the category of global finance – refreshing for its Simplicity. Patti Boyle, LinkedIn user (2015)
“Aberdeen effectively owned the UK audience on LinkedIn over the period of the campaign”LinkedIn Account Manager (March 2015)
AGENDA• Take your business on a journey – be the evangelist
• Find out what best works for you
• Agree what can be achieved• How to maintain quality • What frequency can be sustained• Who is responsible
• Test, learn and evolve
IN SUMMARY
THE SOPHISTICATED MARKETER’S GUIDE TOSPONSORED UPDATES
WHY SPONSORED UPDATES?
NATIVE ADVERTISING IN THE WORLD’S ONLY PROFESSIONAL NEWSFEED
THREE FEATURES THAT SET SPONSORED UPDATES APART
ACCURATE PROFILE-BASED TARGETING
PROFESSIONAL MINDSET CREATES A FAVORABLE CONTENT MARKETING ENVIRONMENT FOR BRANDS
PREMIUM AUDIENCE AT SCALE
THREE REASONS TO INCLUDE SPONSORED UPDATES IN YOUR MEDIA MIX
MOBILE-OPTIMISED ADS AT SCALE
USEFUL FOR BRAND BUILDING, CONTENT ENGAGEMENT& LEAD GENERATION
PERFORM 3X-5X BETTER THAN TYPICAL DISPLAY ADS
WHY GREAT CONTENT IS ESSENTIAL IN MODERN
MARKETING
Content Matters:
10
74%
90%
Number of pieces of content buyers engage with to research their purchase.-Source: Google, Zero Moment of Truth Study
Of B2B buyers choose a vendor that’s first to help them with useful content.-Source: Inside Sales
Amount of purchase process that buyers complete before making contact with vendor.-Source: Forrester
PEOPLE BUY YOUR PERSPECTIVE FIRST AND YOUR PRODUCTS SECOND
Keys to Great Thought-Leading ContentYOU NOW SHARE YOUR PERSPECTIVE THROUGH THOUGHT LEADERSHIP
PRO TIP: FOR THE 8 CRITERIA OF THOUGHT LEADERSHIP, CONSULT THE BLOOM GROUP’S BLOG POSTS.
On LinkedIn, Speak to the Professional Mindset
-Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks
LINKEDIN MEMBERS WANT THOUGHT LEADERSHIP FROM BRANDS
On LinkedIn, Speak to the Professional Mindset6 QUESTIONS TO ASK YOURSELF WHEN PRODUCING CONTENT FOR LINKEDIN
Build a Sturdy Campaign FoundationDEVELOP AN ‘ALWAYS-RELEVANT’ CONTENT CALENDAR
[5] TIPS FOR TURNING YOUR CONTENT
INTO COMPELLING SPONSORED UPDATES
Target Your Content to the Right Customers1. FOCUS ON YOUR AUDIENCE
Think Like a Journalist2. THINK LIKE A JOURNALIST
PRO TIP: IMAGE POSTS *GET UP TO 2X PERFORMANCE
3. INVEST IN STRONG VISUALS
Make Your Pages Mobile Ready4. DESIGN FOR MOBILE
PRO TIP: 75% of Sponsored Updatesengagement comes from mobile
5. ‘FRAME ALL THE THINGS’
PRO TIP: REVIEW UPWORTHY’S SLIDESHARE PRESENTATION ON ‘THE SWEET SCIENCE OF VIRALITY’ FOR MORE TIPS
On LinkedIn, Speak to the Professional MindsetWHAT GREAT CONTENT LOOKS LIKE
MEASURINGSUCCESS
“Always Be Optimizing”MAKE SURE YOU TRACK YOUR POST TRAFFIC
On LinkedIn, Speak to the Professional MindsetWHAT TO MEASURE: BRAND AWARENESS
On LinkedIn, Speak to the Professional MindsetWHAT TO MEASURE: LEAD GENERATION
WE HAVE DEDICATED RESOURCES
FOR YOU TO REFERENCE
REMEMBER THAT WE HAVE AN ENTIRE EBOOK DEDICATED TO THESE TOPICS
Q&A
5 steps to achieving content maturity
• Strategy• Destination• Content • Social Distribution• Amplification
1/ Strategy
Why?
Offer an innovative, valuable and rewarding route to your audience
“We need to differentiate, and offer value-add experience to our clients and prospects.”
1/ Strategy
Who?
Take the whole business on a journeyEducate as you go – be the evangelist - Compliance - Marketing - Legal - HR - Customer Service - Communications
1/ Strategy
How?
Do your research – internal and externalKnow where the opportunities are• Competitor research• What systems and processes do you need to align with?• Where are your audience?• What makes you unique?
- What channels will work best for you and how will you use them?
2/ Destination
3/ Content is King and Queen
3/ Content Imagery
3/ Content Headline
3/ Content Hierarchy
4/ Distribution
4/ Linkedin Updates
5/ Amplification
Google: PPC advertising YouTube: In-Stream videoTwitter: Promoted Tweets
LinkedIn: Sponsored Update
Outbrain: Syndicated content
Our results after 3 months
Our results after 3 months
“Aberdeen effectively owned the UK audience on LinkedIn over the period of the campaign”LinkedIn Account Manager (March 2015)
What people are saying…
“This whole series of videos is outstanding. Much like Aberdeen’s global brand campaign and social sites, stellar in the category of
global finance – refreshing for its Simplicity. Patti Boyle, LinkedIn user (2015)
In summary
• Take your business on a journey – be the evangelist• Find out what best works for you• Agree what can be achieved
• How to maintain quality • What frequency can be sustained• Who is responsible
• Test, learn and evolve