Overview
B2B and LinkedIn Social Media Marketing Opportunities
- LinkedIn Social Media marketing & usage
– User growth and engagement
– Marketing investment
– LinkedIn’s improving martech
– Navigating tight budgets - LinkedIn lead generation opportunities
– Organic
– Paid - B2B social media strategy planning
– Why brand building is key
– Full funnel LinkedIn campaigns - Content marketing, community and engagement
– Inbound marketing
– Account based marketing - Privacy impact on B2B
Engaging audiences online
- Inbound marketing best practice
- Content planning & research
–Must use tools - LinkedIn algorithm
–User signals
–LinkedIn engagement
–Pages vs. people
–Maximising employee interaction
–Groups - Product pages
–Reviews
–Lead generation - Live video
- Events
–B2B Lead generation
Employee Advocacy & Personal Branding
- Business case for employee advocacy
– Reach
– Trust - Planning
– Purpose
– People
– Processes - Personal branding best practices
– Imagery
– Copywriting
– SEO - Social media policies and guidelines
- Useful advocacy tech and tools
LinkedIn’s ad business
- LinkedIn’s ad business
– Microsoft’s acquisition
– From zero to hero - Performance benchmarks
– Ad strategy and targeting
– Custom audiences
– Apple iOS 14 impact
– Engagement targeting
– Interest/job targeting - Conversion tracking
– Pixel
– Attribution - Ad opportunities and placements