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PART 1:Why does my businessneed Linkedin?The SophisticatedMarketer’s Guide toFrom brand building, to lead generation, to contentmarketing and advertising, Linkedin can help youbuild your business.LinkedIn is so much more than a placeto find a job or an online resume.It’s quickly becoming the go-tocontent publishing platform for theprofessional mindset.As more professionals are spendingmore and more time looking for newcontent and keeping in touch withtheir networks, it brings with it anopportunity for marketers.The idea of being a sophisticatedmarketer comes from the currentstate of the golden age of socialmedia marketing and how it istransforming into the enlighteningera. No longer can marketers justdo social, they need results andactionable insights in order to provethe value of their efforts. And nolonger are we forced to take a sprayand pray method to get our messageheard in the noisy world of social.The technology is in place that allowsus to take a much more refinedapproach, a sophisticated approachif you will, to social media marketingon the world’s largest 00 a.m.Most LinkedIn members look for inspirationearly in the day with peak consumptionat 8:00 a.m.Marketing and AdvertisingInformation Technology and ServicesFinancial ServicesPART 1: Why does my business need LinkedIn?1
Table of ContentsA NOTE TO THESOPHISTICATEDMARKETERLinkedIn is so much more than a placeto find a job or an online resume.3 go-toIt’s quickly becoming thecontent publishing platform for theprofessional mindset.As more professionals are spendingmore and more time looking for newcontent and keeping in touch withtheir networks, it brings with it anopportunity for marketers.PART 6: PUBLISHPART 1: WHY DOESMY BUSINESS NEEDLINKEDIN?transforming into the enlighteningera. No longer can marketers justdo social, they need 4results andactionable insights in order to provePART 3: OPTIMIZINGthe value of their efforts. And noYOUR PROFILElongerare we forced to take a sprayandpray method to get our messageheardin the noisy world of social.The technology is in place that allows12–14usto take a much more refinedapproach, a sophisticated approachPART 7: EXPANDif you will, to social media marketingYOUR TARGETEDon the world’s largestprofessionalREACH:network.ADVERTISINGThe idea of being a sophisticatedWITH A PURPOSE:marketer comes from thecurrentCONTENTstate of the golden ageof socialMARKETINGON LINKEDINmedia marketing and howit is22 –42WHY SHOULDI BE READINGTHIS GUIDE?5– 67– 11PART 4: EXPANDYOUR NETWORKOF INFLUENCERSPART 5: EASILYKEEP YOUR FINGERON THE PULSE15–18ON LINKEDIN43–49PART 2: LAYINGTHE FOUNDATION:TAP INTO POWERFULMARKETINGSOLUTIONS19– 21PART 8: UNLOCKTHE POWER OFLINKEDIN’S PARTNERPROGRAMS50– 5325 SOCIAL MEDIAEXPERTS YOU NEEDTO KNOW54-552
A Note to theSophisticated MarketerThis type of marketer is grounded intimeless, Mad Men-era tactics andcombines them with new, moderntechnology. What worked during thegolden age of marketing still workstoday, but marketers need to adapt.Social media is their playground,content is their fuel, and platforms likeLinkedIn are the new black.2012 was the year of social. 2013was the year of content. And 2014 isthe year where they come together.Social media no longer lives in asilo but instead is a vital componentfor the success of many marketingcampaigns. With content fueling yoursocial marketing, we have arrived atthe age of truly integrated marketingstrategy, and it’s being led by a newbreed of sophisticated marketers.This guide was written with you inmind, the sophisticated marketer.Everything you need to know aboutmarketing on LinkedIn, written bothstrategically, and instructionally.It’s your one-stop shop to the vastopportunities that await—increaseawareness, influence perception,generate leads, and ultimately driverevenue with LinkedIn.Let’s get started, shall we?Jason MillerThe sophisticated marketer issomeone who takes marketingtechniques, both old and new, andexecutes them in an overall integratedmarketing strategy.Senior Content Marketing Manager,LinkedIn Marketing Solutions3
Why should I beReading this Guide?The goal of this guide is to provide the absolute best, mostup-to-date, definitive guide for marketers to successfully useLinkedIn as part of their integrated approach to marketing.This guide is a labor of love for ushere at LinkedIn. We created it tobe a one-stop shop for everythinga marketer needs to know aboutgetting the most value out of LinkedInfor themselves and their company. It’snot just an instruction manual, but astrategic guide with lots of input fromtop thought leaders and LinkedInmarketing experts combined with theexpertise of the LinkedIn MarketingSolutions team.And it’s all about how to truly tapinto the potential and power of socialmedia marketing. That’s becausesocial media marketing is no longera nice-to-have. It’s a necessarypart of a successful integratedmarketing approach fordriving awareness, leads,and ultimately revenue.We call this the guide forsophisticated marketers because wefeel it’s time to take social mediamarketing to the next level, movingbeyond theory to enlightenedpractice. It’s time to get real resultswith your social marketing, and this isthe guide that will help you.4
PART 1:Why does my businessWork is no longer a 9–5 activityLinkedIn members are on our platform at all hoursand days throughout the week. But depending onwhere they are and what they’re doing, they may beaccessing the platform from their desktops, tablets,or mobile devices. In fact, we see desktop usagespike during the day, tablet usage spike in themorning and evening, and mobile devices beingused at all hours.need LinkedIn?These days in the business world, relationships matter more thanever. That’s because people tune out irrelevant or promotionalmessages. But they do want to engage with companies that focuson sharing useful and relevant information and content. And thecompanies that inform and engage aren’t just selling—they’rebuilding relationships.LinkedIn members comprise the world’s largest professional community—and they work in every size company. Consider that:There were 184 million unique visitors worldwide to LinkedIn in Q3 of 2013The world’s largest professional network1 of every 3 professionals on the planet is on LinkedInContent now garners 6x more engagement than jobs properties on LinkedInPlus, all these professionals are highlyreceptive to relationship building.They demonstrate this in what theydo while on the network. Time onLinkedIn isn’t simply spent. Time onLinkedIn is invested in professionaldevelopment. And it’s reflected in thegrowing number of visits to and timespent on LinkedIn.Our members’ investment is born outof their professional mindset. Theprofessional mindset is aspirational.In other words, members are thinkingabout how to achieve their ambitionsand further their careers. As a result,our members are highly receptive toadvertising, content, and experiencesthat can help make them moreknowledgeable and, ultimately,more successful.259,000,000 115131150161175187200225238Q3’11 Q4’11 Q1’12 Q2’12 Q3’12 Q4’12 Q1’13 Q2’13 Q3’13 Q4’13Source: L inkedIn Press ReleasePART 1: Why does my business need LinkedIn?5
PART 1:LinkedIn By the Numbers:LINKEDIN IS THE #1 CHANNEL TODISTRIBUTE CONTENT% of B2B marketers who use varioussocial media sites to distribute content91%LINKEDIN DRIVES MORE TRAFFICTO B2B BLOGS & SITES90% of the social traffic was driven bythe big three networks, with half of itcoming from LinkedInothersLinkedIn is a platform enabling sophisticated marketers to forgerelationships with these professionals. It’s no wonder LinkedInhas quickly become the go-to content publishing platform formarketers. In fact, a survey of LinkedIn members found that LinkedInis considered the most effective social network for delivering B2Bcontent1. And research conducted by Investis IQ2 found thatLinkedIn is the number-one social network for driving traffic tocorporate websites.85%81%73%As a growing number of professionalsspend more time reading newsand keeping in touch with theirnetwork through LinkedIn, you havean unprecedented opportunity tobuild and cultivate relationships withprofessionals the world over. Andthese relationships can translateinto revenues. Since 2010, thenumber of B2B and B2C marketersgenerating sales via LinkedIn hasgrown consistently. U.S.-basedagencies rate LinkedIn as the mostimportant social media platform fornew business.In fact, 50% of our members reportthey are more likely to buy froma company they engage with onLinkedIn. And a whopping 80 percentof LinkedIn members want to connectwith companies—because thoseconnections provide themopportunities to enhance their12professional decision-making. Allit takes is a sophisticated marketerwho seizes the opportunity toengage them.What do we mean by a sophisticatedmarketer? The idea of being asophisticated marketer comes fromthe transition of social mediamarketing from pure theory toeffective use. But marketers can’tjust “do” social. Now they needto produce results and actionableinsights in order to prove the value oftheir efforts. Fortunately we no longerare forced to take a spray-and-prayapproach to getting our messageheard in the noisy world of social.The technology is in place that allowsus to adopt a much more refined—sophisticated—approach, if you will,to social media marketing, using theworld’s largest professional network.Source: B2B Content Marketing report, Holger Schulze, 2013Source: Dazeinfo55%LINKEDIN CONSIDERED MOST EFFECTIVE FOR B2B LEAD GENAmong top performing organizations, % of B2B Marketers who rated the SocialMedia Site on effectiveness in generating leads93%84%71%56%LINKEDIN CONTINUES TOCONSISTENTLY GENERATE SALESFOR B2B MARKETERSPercentage of companies who acquireda B2B customer through that channel1.5x61%65%2.0x51%39%45%2010B2C MARKETERS ARE RAPIDLYDISCOVERING LINKEDINPercentage of companies whoacquired a B2C customer throughthat channel26%20112013201020112013Sources: 2014 B2B Content Marketing Trends/ North America, Content Marketing Institute/ Marketing Profs.Webbiquity, Aug 27,2013. “Content Marketing gets Social”, Unisphere research, 2013.HubSpot, State of inbound Marketing 2010,2011,2012.6
PART 2:Laying the Foundation:Tap into PowerfulMarketing SolutionsLinkedIn offers a tremendous opportunity for marketers like you,whether you are focused on building your brand or generating leads.Our solutions allow you to target your messages and interactions tothe right audience, publish content that connects with that audience,and extend engagement both on and off the network.TARGETTarget with accuracy toreach a high quality audiencePUBLISHPublish relevant content ina professional contextEXTENDExtend through social sharingand drive quality trafficand data to your sitesIn fact.Accurate targeting, based on authentic data, is thefoundation of the LinkedIn platform. LinkedIn’s targetingis highly accurate because it draws from actualprofile data provided by and continually updated byour members. You can also target the 1st degreeconnections of specific members. And you can usetheir behavior on LinkedIn—like what Groups theyjoin, and how much they share and comment—to inform targeting. Marketers can use our targetingdata to tailor their messages and content.PART 2: Laying the Foundation: Tap into Powerful Marketing Solutions7
PART 2:As the world’s largest professional network, LinkedIn is a powerfulpublishing platform. We help marketers directly engage LinkedInmembers with content and experiences that are professionallyrelevant. Think of it as “publishing with a purpose.”By using LinkedIn to buildrelationships with the world’sprofessionals, you can achieve afull range of marketing objectives: GENERATING AWARENESS INCREASING CONSIDERATIONAND PREFERENCE DRIVING TRAFFIC AND LEADS BUILDING COMMUNITY CREATING ADVOCACYThat’s because your campaigns willresonate more if they’re targetedto professionals with our targetedadvertising products. Your contentwill have greater impact and sharingwhen it’s published in a professionalcontext. And your effort will extendthrough the social sharing thathappens naturally on LinkedIn.You can also use LinkedIn’s API tocreate custom branded experiencesthat allow members to engage usingtheir LinkedIn login. This simplifiesthe need for them to enter additionaldata. Even more importantly, by usingthe API to access LinkedIn’s rich data,you can tailor the user experiencebased on profile data and encouragevirality by triggering your app topublish updates about a user’s activityon site.“ As far as I’m concerned, other social networks can have the catsand the memes and the OMGs. LinkedIn is about content andconnection. As a professional marketer, that’s what I care aboutmost, and LinkedIn delivers every day. If you’re not keepingup with the industry using LinkedIn Pulse, you’re missing theheartbeat of what’s going on in digital.”Quote Jay Baer, Social Media & Content Marketing Strategist,New York Times Best Selling Author, Keynote Speaker,Social Pros PodcastPlus, you can extend the qualitytraffic of LinkedIn professionals toyour own branded sites. Embeddingcalls-to-action in your creativeon LinkedIn ensures the flow ofinfluential, affluent and educatedprofessionals to your ownonline properties.PART 2: Laying the Foundation: Tap into Powerful Marketing Solutions8
PART 2:Perform branding and lead generation in tandem forultimate effectiveness.Some marketers approach brandingand lead generation as standaloneactivities. But when it comes tostriking the right marketing mix,it’s critical to balance branding withlead generation. That’s becausestrong branding paves the way forsuccessful lead generation. After all,brand awareness is all about makingprospective customers familiar withand knowledgeable of your brand.The goal is that they associate yourbrand with certain characteristicsand qualities and recognize—andtrust—your brand. Ideally, you wantyour brand to be seen as a trustedSolutionsSolutionand credible authority on a chosencategory, topic or issue. With thatfoundation in place, prospects aremore open to responding to your ads,content and offers when youare trying to generate leads.In fact, the most successful marketerstake steps to ensure their brandingand lead generation strategiesare working in lockstep. LinkedInMarketing Solutions can help youaddress both branding and leadgeneration in an integrated,effective way.BrandingBranding“ LinkedIn is the only platform that the majority of B2Bmarketers consider to be effective.”Content Marketing Institute 2014 Content MarketingResearch ReportLead GenerationLead GenerationLinkedIn Display and Text AdsSponsored InMailCompany PageShowcase PagesFollow Company AdsCompany UpdatesSponsored UpdatesSlideShareContent AdsCustom API SolutionsLinkedIn GroupsLinkedIn PartnersPART 2: Laying the Foundation: Tap into Powerful Marketing Solutions9
PART 2:Now that you understand the power of marketing on LinkedIn, let us highlight five strategic marketingopportunities. We’ll explore these in greater detail in Part 6 and 7:1. COMPANY PAGES:The best relationships are rooted ingreat conversations—and your toolfor starting those conversations is theCompany Update on your CompanyPage. It’s no wonder Company Pageshave evolved from a nice-to-have toa need-to-have. Through a CompanyPage, you can market your business tothe LinkedIn community, telling yourcompany’s story and giving customersand prospects a place to learn aboutyour business, your employees, andyour brand.2. COMPANY UPDATES:What resonates most with followersand drives engagement? When youcommunicate with them in a relevantand personal way. And throughCompany Updates, sent from yourCompany Page, you can do thatby tailoring your company statusupdate to your followers’ professionalinterests. Specifically, you can deliverhighly targeted content into the feedof LinkedIn members, increasing theirengagement with and loyalty toyour brand.3. SPONSORED UPDATES:While organic company updatesare a terrific way to connect withyour existing company followers,Sponsored Updates allow you toextend your reach by deliveringupdates into the feeds of membersbeyond those already followingyour company.4. DISPLAY ADVERTISING:Sophisticated marketers understandthat they must combine push andpull marketing to reach their targetaudience. For push marketing onLinkedIn, you can display ads onvarious LinkedIn pages, includingprofile pages, home pages, inbox,search results pages, and groupspages. With LinkedIn Premium DisplayAdvertising, you can take advantageof an uncluttered, premiumenvironment to reach a high-qualityprofessional audience seekinginsights and information. Or you candrive new customers to your businesswith our easy-to-use, self-serve CPCLinkedIn Ads platform that allows youto get your message in front of youraudience in just minutes.5. INMAIL:Through InMail, you can reach anyoneon LinkedIn without an introductionor contact information. You getprofessional, credible outreach—with your LinkedIn profile attached.INTEGRATION OF DISPLAY ADS WITHSOCIAL MEDIA IS STARTING TO PICK UP28%44%28%IntegratingNowPlanning toIntegrateNoIntegrationSources: Responses, Cross-Channel Marketing Report, 2012PART 2: Laying the Foundation: Tap into Powerful Marketing Solutions10
PART 2:Ask the Expert:Brian ClarkLI: What’s your best advice for writinga compelling company page update?Founder and CEO ofCopyblogger MediaLI: Do you regulary check your Pulsefeed? If so, how do you use it?BC: I’ve just started following theMarketing Strategies category onPulse, and it’s a treasure-trove ofcontent all in one place. This hasbecome a great resource not onlyfor staying up to date on the latestideas from others, but also fuels ourown content sharing on othersocial networks.BC: Tell a story. And moreimportantly, relate that story backto your ideal prospect’s problems ordesires. Even if the story focuses onthe founding, evolution, or growthof your company, make sure peopleunderstand that all of those greatthings happened because of thevalue you provide your audience,customers, and clients.LI: How can a business besttake advantage of LinkedIn forlead generation?BC: LinkedIn, unlike Facebook andTwitter, is all about business. Themindset and intent are naturallymore receptive to solving businessproblems than the kind of socializingand sharing that happens elsewhere.That said, you still have to lead withvalue to generate qualified leads.LinkedIn’s focus on content marketinghas primed the audience to expectinformation and insight first, andthen a call to action that takes therelationship to the next level. Forthose who have been doing contentmarketing from their own sites foryears, LinkedIn becomes an essentialoutpost for that content, mixed within-person engagement.LI: Where do you see LinkedIn in5 years?BC: LinkedIn appears to be all in onbecoming a true media company. I’veheard some grumblings from earlyLinkedIn fans that the company andsite are losing the singular focus itstarted with, but I see it differently.A business education hub of the sortLinkedIn is building can only increasethe value of the ecosystem.LI: What’s something that’s not in yourLinkedIn profile?BC: I’ve made no mention of thefact that I used to practice law in myLinkedIn profile. Some people maystill hold that against me. ;-)PART 2: Laying the Foundation: Tap into Powerful Marketing Solutions11
PART 3:OptimizingThis infographic highlights all theopportunities for getting the mostfrom your profile.Your ProfileEvery day we see millions of professionals find others and get foundthrough LinkedIn search.Whether someone is searching forpeople, jobs, companies or groups,we provide the most relevant resultsbased on your professional identity, yournetwork, and how the people in yournetwork engage with LinkedIn. Plus, oneof the first steps many members takewhen receiving content from a companyor another member is click through tothe personal profile or Company Pageto learn about the sender. That’s whyit’s critical for you and your company tomaintain complete and optimized profiles.How You Can Benefit from anOptimized ProfileAs a marketer, you can use LinkedInfor networking and to further yourprofession. After all, these days veryfew people end up working for a singlecompany their entire career. So whetheryou’re actively seeking a new position ormaximizing the job you are already in, it’swise to make sure your profile is set upfor maximum exposure and engagement.In addition, adding rich media contentsuch as SlideShare presentaions, videos,and infographics to your profile is afantastic way to showcase visual assetsto profile visitors.How Your Company Can Benefit froman Optimized ProfileIt goes without saying that your companyand all of its employees should optimizetheir LinkedIn profiles. After all, anoptimized profile can boost the visibilityof your company and its content in thesearch results—both on and off thenetwork. That’s because search engineslike Google scour pages and URLs forkeywords, and LinkedIn profiles offermany opportunities to embed keywords,such as within the LinkedIn URL, otherURLs you list within your profile, jobtitles and descriptions, and content linksyou include. So if your company and itsemployees have optimized their profiles,you could very well gain an advantagewhen prospective customers aresearching for companies, products andservices like yours.PART 3: Optimizing your Profile12
PART 3:Here are five things you need to know about LinkedIn Search, assummarized by Stacy Donovan Zapar, the Most Connected Womanon LinkedIn:1. When people search LinkedIn,the results are sorted by relevance,which takes into accountthe following: 1 st level connections withprofiles that are 100% complete(or close to it) and have themost in-common connections/shared groups, ranked indescending order 1st level connections with thefewest in-common connections/shared groups, rankedin descending order byprofile completeness 2nd level connections rankedin descending order byprofile completeness2. Keywords in your name, headline,company name, job title and skillsrank higher in the search resultsthan keywords in other sections.Reap the Rewards of NetworkingDid you know the size of your LinkedIn network andparticipation in LinkedIn Groups can significantly increaseyour visibility on the LinkedIn network?3. Using all fields and optionsavailable to you—like joining50 LinkedIn groups—boostsyour ranking.4. Use a variety of keywords andterms in describing what you doand offer to show up in a varietyof search results.5. View LinkedIn search trends to seehow many times you’ve shown upin search results and how manypeople have viewed your profileover the past three months—andthen adjust your profile as needed. 3rd level connections rankedin descending order byprofile completeness Shared group members(outside of your network),ranked in descending orderby profile completeness Everyone else (those outside yournetwork), ranked in descendingorder by profile completeness13
PART 3:Ask the Expert:Shane AtchisonLI: What types of clients should beleveraging LinkedIn more than theycurrently are?CEO of POSSIBLELI: What factors are most importantto you when considering advertisingchannels for your clients?SA: Our top ones include audienceconcentration and relevance,segmentation and targetingfunctionality, and the ability to extendor amplify channel content acrossother owned and earned properties.We also leverage our social listeningand marketing sciences technologiesto identify opportunities for the brandwithin each channel and witheach audience.SA: I think that clients with investmentsin content are missing a massiveopportunity to leverage their LinkedInpresence. They could use LinkedInin combination with their ownedproperties to precisely target, share,and then realize return on their contentinvestments. But for this, they need acomprehensive strategy that integratesthe LinkedIn platform, their content,and their CRM efforts.LI: What is the risk of a client not havinga company presence on LinkedIn?SA: The biggest risk, especially for B2B,is a loss of discoverability. LinkedInis becoming the de facto startingpoint when searching for partnersand evaluating solutions. A thoughtfulLinkedIn presence is not only a greatopportunity to increase your visibilityas an individual. Corporations can alsouse it to turn both their workforce andfollowers into brand ambassadors.LI: How are your clients’ marketingobjectives different on LinkedIncompared to other social networks?How does that impact your clients’content strategy?SA: Most social networks only serveopportunities at the top of the funneland provide limited ways to engage.You can tailor the LinkedIn platformto each client’s marketing objectivesand use it as part of a larger contentstrategy. The platform makes it easierfor brands to serve audiences withcontent tailored to the individual—both in terms of depth and timing.This makes content smarter andrelevant at scale. As a result, it candrive engagement lifecycles ratherthan one-off opportunities.LI: How do you compare the audiencetargeting capability of LinkedIn withother social networks?SA: There are three major ways LinkedIndata is better for targeting: Recency,authenticity, and standardization ofdata. Recency means that people tendto keep their LinkedIn in profiles upto date—something they rarely do onother networks. Authenticity meansthat they are who they say they are.You can’t put a fake job title up onLinkedIn. And the standardization ofuser generated data makes it easier toanalyze and integrate the platform intoyour content strategy.LI: How are marketers getting it wrongwith LinkedIn?SA: They think of it simply as a hiring,prospecting, or one-dimensionaladvertising platform. It’s actually aversatile content platform with precisedata that can be integrated into avariety of programs on and off thesite. For example, B2C brands oftenmiss the opportunity LinkedIn providesto enhance or expand distributionnetworks or channel partnercommunication plans. They also missthe opportunity to build programsaround LinkedIn that leverage contentto drive engagement lifecycles andstimulate organic community building.The platform’s capabilities in this areaare unmatched and underutilized.PART 3: Optimizing your Profile14
PART 4:Expand your Networkof InfluencersIn late 2012, we made it possiblefor any LinkedIn member to followan exclusive group of Influencers onLinkedIn. From C-level executivesand entrepreneurs to world leadersand philanthropists, these Influencerscontribute unique business insightsand spark thought-provokingdiscussions on a range of issues.Displayed via Pulse, the Influencersprogram is a source of truly originalcontent. But more importantly, it’smeant to inspire, inform and makeyou a better marketer.The Influencer program numbersmore than 300 Influencers (asof October 2013), and we addinspiring thought leaders to theprogram frequently. And you candirectly engage with any of theseInfluencers, either by “Liking” a postor jumping into a conversation abouta post. Moreover, through threadedcomments, you can reply to a post byan Influencer to start conversationsand debates with others who arereading that post. You can mentionother people to draw them into adiscussion, and get notified when yourcomment has received a response.“ It thrills me to see LinkedIn gaining ground as aninteresting place to hang out. I’ve long held that LinkedInis the dark horse of the social media platforms—or, atleast, it’s the workhorse of the bunch.If Twitter is where you go to meet people you don’tknow and Facebook is where you go to talk withpeople you already know, then LinkedIn is where all ofyou can meet up to get stuff done together.”Ann Handley, Author of Content Rules, Chief ContentOfficer at Marketing ProfsPART 4: Expand your Network of Influencers15
PART 4:You can follow an Influencer without being connected to them.In addition to joining in richconversations, you will see whichInfluencers and topics are driving themost interest—perhaps sparking anidea of your own for a post or contentasset. Plus the ability for LinkedInmembers to like and share Influencercontent lets you quickly find outwhat the people in your network arereading and reacting to, helping youunearth new ideas. Want to broadenyour horizons? Take advantage ofdiscovery modules within LinkedIn tohelp you find more relevant contentbased on the people you’re followingand the posts you’re reading.Consider these examples:625,000LinkedIn FOLLOWERSBill Gates is an Influencer with over625,000 followers. One of his postsgarnered over 1,600,000 views, morethan 10,000 thumbs up, and over4,000 comments.11,000LinkedIn FOLLOWERSJoe Pulizzi, a speaker, entrepreneur,author, and founder of ContentMarketing Institute with over 11,000LinkedIn followers. One of his postspulled in nearly 38,000 views and over140 comments. It’s easy to be part ofsuch a rich discussion!The Numbers Speak for Themselves:The average Influencer post garners nearly30,000VIEWS49% of Influencerfollowers are directorlevel and above22% are entry-levelprofessionalsPART 4: Expand your Network of Influencers16
PART 4:Ask the Expert:Viveka Von RosenLinkedIn Expert & Author:LinkedIn Marketing: An Hour a Day,International Keynote Speaker,Forbes Top 20 Most InfluentialLI: What type of content bestconnects with audiences on LinkedIn?Is there a specific type of content youprefer to consume on LinkedIn?VR: That’s kind of an apples ororanges type question when itcomes to LinkedIn. I’m a fruitsalad gal myself!LinkedIn Influencers and Pulse: Firstof all, LinkedIn truly understands theimportance of good content. Rightnow it’s the only social media siteto have its own blogging platformfueled by the world’s thought leaders(LinkedIn Influencers.) These people,most of them household names(best-selling authors, Fortune 5
be a one-stop shop for everything a marketer needs to know about getting the most value out of LinkedIn for themselves and their company. It's not just an instruction manual, but a strategic guide with lots of input from top thought leaders and LinkedIn marketing experts combined with the expertise of the LinkedIn Marketing Solutions team.
