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Engaging Professional Audiences with Relevant Content to Drive Sales

Marcel Molenaar

Country Manager

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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. ”

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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?

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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 )

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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.

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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.

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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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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

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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 .

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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 .

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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 .

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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

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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

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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