Chapter 9: Marketing with LinkedIn

LinkedIn's article publishing feature is NOT open to _______.

companies

It is recommended to use the same _________ as are used on other social media profiles to maintain brand consistency.

cover photo

Nine of the top 10 brands with the most followers on LinkedIn have at least 60% of their ______ on LinkedIn?

employees

44% of LinkedIn survey respondents state that the last piece of content they enjoyed was _________.

inspirational and straight-to-the-point

LinkedIn is the word's largest _________.

professional network

What should brands who are looking to capitalize on the LinkedIn algorithm do?

• Be relevant but not too broad (members are most interested in niche topics) • Post things that encourage conversations, likes, and shares • Tag other brands or LinkedIn members in posts and respond to comments in posts to encourage conversations • Use hashtags to help members find posts that match their interests

LinkedIn allows for what two types of links to be used within a post?

A link within the text of a post and a built-in link with an image

Images should always include _________ for brand recognition and consistency.

Company branding themes and colors

What are LinkedIn Showcase Pages?

Extensions of LinkedIn Company Pages - allow brands to create pages to promote specific business lines, products or company initiatives

Who founded LinkedIn?

Stanford graduate Reid Hoffman

What are LinkedIn users top reasons for following a company?

Staying informed on the industry and staying up-to-date on the latest news from the company

What is a LinkedIn Company Page?

The first place LinkedIn users will visit to learn about and interact with a company

What is SlideShare?

The world's largest community for sharing presentations and top destination for professional content (owned by LinkedIn)

Why are native videos ideal on LinkedIn?

They auto play within the LinkedIn newsfeed, leading to increased engagement and views; the algorithm favors them placing them higher and more often in the main news feed

Why should every LinkedIn update include an eye-catching image?

They will stand out among other posts in a news feed and are the biggest factor for engagement

How many professional users did LinkedIn gain by 2004?

1 million professionals

How does the LinkedIn algorithm rank posts?

1. People you know 2. Things you are interested in 3. Things you engage with

What percentage of B2B marketers leverage LinkedIn over all other social platforms?

92%

Images on LinkedIn generally result in a ____ higher comment rate.

98%

How can brands build a strong LinkedIn Content Strategy?

1. Post Relevant Content 2. Post a Variety of Content 3. Keep Posts Short 4. Be Creative 5. Post Regularly and at Optimal Times 6. Follow the 4-1 Rule 7. Leverage LinkedIn Groups 8. Mobilize Employees 9. Leverage Executives and Subject Matter Experts 10. Leverage Influencers

How many professionals did LinkedIn gain by 2007?

10 million professionals

What is the ideal image size for image posts on LinkedIn?

1200x627 pixels

A LinkedIn post text should be ________ characters or fewer.

150

LinkedIn posts should be ______ characters or fewer and entice followers to click to learn more.

150

When was LinkedIn founded?

2002

When did LinkedIn release a native video function for company pages?

2018

What percentage of online men use LinkedIn?

25%

What percentage of online women use LinkedIn?

25%

What age range of users access LinkedIn the most?

29% of 18-29 year-olds and 33% of 30-49 year-olds

Company updates containing links receive ______ more engagements than updates without links.

45%

What percentage of LinkedIn users engage with content to stay on top of the latest brands?

51%

What percentage of LinkedIn users engage with content because it's educational or informative?

57%

What percentage of LinkedIn used engage with content that is relevant to them?

60%

On average, how many pieces of content do B2B prospects engage with before making a purchase decision?

7

What are the best times to post on Linked In?

7-8 am, 12 pm, and 5-6pm

What percentage of LinkedIn users reside outside of the United States?

70%

What should companies use as a profile photo on LinkedIn and why?

A logo; they receive six times more visits to company pages, appear when users search for a company and are featured on employees' profiles

What is a LinkedIn Career Page?

A page embedded within a company page that allows companies to highlight job opportunities to potential candidates

What is LinkedIn?

A website where professionals gather to stay connected and informed; apply for jobs; advance their careers; and interact with businesses, recruiters, colleagues, and customers from around the world

LinkedIn is the number one channel for __________ to distribute content.

B2B marketers

What does SlideShare help brands with?

Brand awareness, content distribution, website traffic, lead generation, SEO value, targeting and more

How did LinkedIn update it's algorithm in 2019?

By prioritizing relevant content and engagements after finding that those with more followers were getting the most visibility over those with fewer followers

82% of consumers are more likely to trust a company and 77% are more likely to purchase from a company whose _______ and ________ are on social media.

CEO and leadership teams

More than 50% of LinkedIn users are ____________?

College graduates

What is the 4-1 Rule?

For every single piece of self-promotional content a brand shares, that brand should share four pieces of content from others

What do people access LinkedIn for?

Industry news, career training, expert advice, peer insights and recommendations, and to follow and interact with influencers in the professional world

Why can't companies apply to have their CEOs or executives as an influencer?

LinkedIn's influencer program is by invitation only

What does LinkedIn's influencer program feature?

Thought-provoking discussions and articles on a wide variety of issues contributed from a pool of over 500 C-level executives, world leaders, entrepreneurs, and philanthropists who use LinkedIn

What are the best days to post on LinkedIn?

Tuesdays, Wednesdays, and Thursdays

How can a brand be creative with their LinkedIn posts?

Using humor, creativity, asking thought-provoking questions, and make posts personal by calling out a specific audience of followers to drive engagement

According to a Business Insider study, LinkedIn is perceived to be as trustworthy as _______________.

Wall Street Journal and Forbes

What detailed analytics does LinkedIn provide for company pages?

• Follower demographics and sources • Reach and engagement metrics for posts • Page traffic and sources • Page views, unique visitors, page clicks • Job views and number of job applications

Brands can leverage SlideShare by __________.

• Sharing presentations, videos, infographics, PDFs and other documents with their LinkedIn networks • Uploading portfolios, conference talks, marketing/sales presentations and more • Embedding videos in presentations and adding audio to make webinars

What are some examples of advertising solutions that LinkedIn offers for brands to reach their marketing objectives?

• Sponsored Content • Sponsored InMail • Programmatic Buying • Dynamic Ads • Text Ads • Video Ads

What are some examples of content that will keep audiences engaged and drive valuable leads?

• eBooks • SlideShare presentations • Infographics • Blog Posts • Case studies • Third-party industry articles/reports • Videos • Whitepapers • Tip Sheets • Customer success stories • Product how-tos • Webinars • Podcasts • Events • Guides