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General guidelines for selecting content to distribute on a professional social network, as well as tactical best practices for optimizing conversions
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Jaime PhamContent Marketing ConsultantLinkedIn
Social Lead GenerationUsing native content promotion to convince and convert
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Setting the toneThe professional mindset
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If content is king and distribution is queen, then
context is the kingdom
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Be HelpfulProfessionals are looking for insights that will
help them be more productive and successful
Be KnowledgeableThe research shows that the IT committee is looking for
experts and thought-leaders.
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leverage existing relationshipsengage before you askdon’t just talk about yourselfgreat stories are memorable
Be Social
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With lightweight, middleweight, and heavyweight content
Mix it up
Rule #1 of content marketing: know what your audience wants to hear
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Why do members follow companies?
To learn about the company *
73% To stay informed on the industry
69% I used to work for the
company
47%
Top content type that tech followers in the US want to receive
New product launches (62%)Tech Events (61%)
What your non-followers are sharing
LinkedIn Internal Data based on Member shares from 7/1 through 7/31
employee engagement
entrepreneurship
leadership
android
cloud computing
Example Articles per Trending Topic
• Five Reasons Why CEOs Should Love the Cloud : linkedin.com
• Don’t Sell a Product, Sell a Whole New Way of Thinking : blogs.hbr.org
• The Battle for the Internet of Things, and the Winner is… : linkedin.com
• Why A Stupid App Like Yo May Have Billion-Dollar Platform Potential : techcrunch.com
• What Predicts Success? It's Not Your IQ : linkedin.com• The Best Leaders at Google Aren't Stanford/MIT grads with
Perfect SATs : inc.com
• Don’t Waste Your 20s at Google or McKinsey : linkedin.com• 33 Entrepreneurs Share Their Biggest Lessons Learned from
Failure : huffingtonpost.com
• Micromanagers: Flushing Companies Down the Toilet, One Detail at a Time : linkedin.com
• 15 Signs You Have a Bad Boss : linkedin.com
Mapping content to the funnel
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Infographics, blog posts, webinars, best practice guides, industry trends
Case studies, product reviews, analyst reports, webinars, ROI calculators, newsletters, white papers, research briefs
Product demos, trials, product reviews and comparisons, analyst reports
Recommendations, case studies, product news, tutorials
Consideration
Awareness
Purchase
Retention
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Capturing the leadBest practices for optimizing conversions
Once the member clicks your update, delight them with an experience on your website that will convert.
Optimize Your Landing Pages
Landing pages should create a seamless experience from the update, providing a little more info than what was in the update -- with a prominent call to action to download your content to see the rest.
Most importantly, make sure your landing page is mobile responsive – otherwise you are wasting leads.
Optimize Your Landing Pages
67% of clicks from Sponsored Updates will come from mobile.
Optimize Your Landing Pages
No one wants to spend time filling out a lengthy form. Only capture the information you absolutely need – this will help with conversions, especially on mobile. Marketo reports a $10 drop in CPL when shortening a form from 9 fields to 5
Keep your forms short
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Examples
Companies that deliver value and collect leads
Pages to follow
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