LinkedIn’s Latest Updates for Your Business: HubSpot Webinar Recap

October 11, 2013

On Tuesday, October 8th, I teamed up with HubSpot’s Rebecca Corliss to present the live webinar: LinkedIn’s Latest Updates to Help Your Business.

If you missed it, no worries, you can watch the full webinar now.

But if you only have a few minutes to learn how these updates can help you achieve better content marketing on LinkedIn, view the SlideShare below or read on.

It’s All about Content and Context

Buying behavior has dramatically shifted over the last few years. Buyers are now 60% through the purchase decision before they initiate contact with a company. They now seek – and rely on – relevant information in social media at the early stages of the decision making process.

That’s where you come in.

Selling to today’s buyers is about building relationships, staying top of mind and providing them with rich, meaningful content.

And delivering that rich, meaningful content is where LinkedIn comes in.

LinkedIn is a hub for information and resources – it’s the definitive professional publishing platform. In fact, content now garners 6x more engagement than jobs properties on LinkedIn.

But it’s not just about sharing content. It’s about engagement through context. Unlike other social networks, professionals invest their time on LinkedIn. They’re looking to better themselves, looking to make better business decisions.

Understanding the goals of your audience will help you deliver contextual content. And context is crucial because it leads to relevance, which leads to engagement, which leads to trust, which leads to sales.

So what type of content marketing on LinkedIn develops rapport, develops trust, and educates people in a professional setting?

Blog posts, case studies, job resources, webcasts and how-to videos can all help you accomplish your goals so long as they add value to the audience you are trying to connect with.

And where should you post your rich, meaningful content?

You have options, plenty of them. You can leverage Sponsored Updates or share content on your Company Page (more on these later), and you can also share content on your LinkedIn Profile (make it relevant to your connections), on Group discussions (make it relevant to the topic being discussed) and on presentation platforms like SlideShare.

No matter the type of content you are sharing and where you share it, the key to acquiring leads – and ultimately, customers – is building trusting relationships and establishing yourself as a “thought partner” through your content. Blatant self-promotion with no value doesn’t fly with LinkedIn members, just as it doesn’t with content marketing in general.

Company Pages

The Company Page image you select can tell your audience what you’re all about, your value proposition. HubSpot’s Company Page image is a visual representation of their primary “Attract, Convert, Close, Delight” model. This is your artistic piece, get creative.

Finally, your update stream is where all your updates “live.” This is where visitors can see a timeline representation of all your status updates, starting with the most recent.

If you don’t have a company page yet, don’t fret because we can help you setup a LinkedIn Company Page in no time.

Here are some quick-hitting best practices for how to use your company page:
• Images – Images are proven to attract people. Use them on a regular basis.
• Resources – Post professional development-related resources regularly. These will often be your best performing status updates.
• Short Copy – Clear, concise messages take little time to read and are easy for your audience to consume. Get to the point.
• Comment – This new feature lets you continue the conversation with your audience. Monitor the comments you receive and respond with helpful information to promote further engagement.

Status updates are one of the most powerful pieces of your company page. This is where you can keep your audience up to date and share all your great content. Status updates are how you communicate, and it’s the primary method of communication your audience will react to. And using Sponsored Updates, you’re able expand the reach of your status updates beyond your Company Page followers.

Sponsored Updates

Sponsored Updates are native advertisements, meaning you can seamlessly communicate with your target audience through their individual LinkedIn feeds as displayed on desktops, tablets and mobile devices.

Your content is able to drive engagement because it appears organic, and feels natural to the LinkedIn member.

Why should you use Sponsored Updates?

Well, for HubSpot, Sponsored Updates is proving to be a great way to amplify content that is already Their initial success stories show that marketers can use this tool to generate an ROI far greater than traditional online advertising methods. HubSpot is getting 400% more leads within their target audience than lead generation efforts on other platforms.

Sponsored Updates offers enhanced targeting. You can target by seniority, by job functionality, by demographics, by company name, by group participation.

Analytics

If you’re posting to your company page, you probably want to know how it’s working out, right?

LinkedIn recently introduced analytics features to help marketers improve performance. Now you can see which activities are generating the best results so you can dedicate more time to what works, and less to what doesn’t.

With LinkedIn analytics, you can better understand which formats generate the most interest, the best times to post, clicks, reach, demographics, etc. – we’re just scratching the surface here.

Why should you care about analytics?

Because with analytics, you get answers to important questions, including the following:
• Are you reaching the right people?
• Which factors most influence engagement?
• How do you compare to the competition?
• Which activities are generating the biggest return? Least return?
• Can you brag about the effectiveness of your last post?

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