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Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

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Page 1: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates
Page 2: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

Presenters

Andrew KaplanSr. Product Marketing ManagerLinkedIn Marketing Solutions@andrewjkaplan

Cassandra ClarkMarketing Manager, Demand GenerationLinkedIn Marketing Solutions

Alexandra RynneAssociate Content Marketing ManagerLinkedIn Marketing Solutions@amrynnie

Page 3: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

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• Got a question? Submit it in the Q&A box.

• Follow us for more: @LinkedInMktg

How to Engage with Us

Page 4: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

Let’s talk about

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• What’s the buyer’s journey really like?• Rethinking content marketing with LinkedIn• How LinkedIn uses Sponsored Updates to hit our own

marketing objectives• Q&A

Page 5: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

It’s a challenging world

10Pieces of content

are consumed before a purchasing decision

is made **

Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

Page 6: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

74%

90%

Of B2B buyers choose a vendor that’s first to help them with useful content.-Source: Inside Sales

Amount of purchase process that buyers complete before making contact with vendor.-Source: Forrester

Target your audiences with relevant content and engage prospects throughout buyer’s journey

Page 7: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

LinkedIn Sponsored Updates allow you to publishrelevant content in the world’s only professional feed

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Get started at linkedin.com/adsRaise brand awareness

Drive Quality Leads

Build CustomerRelationships

Page 8: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

Source: LinkedIn data;

MBA graduates

3MM+

IT Decision Makers

4.1MM+

C-level execs

6.8MM+

Opinion Leaders

11.5MM+

Target a high-quality audience using complete data from the professional member profile

Page 9: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

Danielle

Seattle, WA USA

Boston University

COMPANY

NAME

INDUSTRYSIZE

SCHOOL

LOCATION

JOB TITLE

SENIORITY

FUNCTION

FIELD OF STUDY

DEGREE

GRADUATION AGE

SKILLS

GROUPS

IP

Communication

Bachelor of Science

2011, 25-34

Simply Measured, 51-200, Internet

Senior Marketing Manager, Marketing, Senior IC

CMA, LEWIS, Social Tools

SEO, Social Media, Digital Marketing, Blogging

Page 10: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

On LinkedIn, speak to the professional mindset

Page 11: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

-Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks

On LinkedIn, speak to the professional mindset

Page 12: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

B2B marketers call LinkedIn their most effective and widely-used content platform

Page 13: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

HowweuseSponsoredUpdates

LinkedInMarketingSolutions

Page 14: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

Keep your content in front of your target audience in the LinkedIn feed

Raise brand awareness and build relationships

Drive leads with the right content at the right time

Exhibit industry, product and cultural thought leadership

Stay top of mind and nurture prospects through the buyer’s journey

#LinkedInMktg

Optimize Content Distribution

Page 15: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg#LinkedInMktg

Page 16: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg

Visual is the New Headline

• Utilize rich media with eye-catching imagery

• Ensure the image matches the messaging

• Get more creative with your photos

• People like images of people

• Make sure it’s the optimal size: 1200x627

• Text safe area: 1000x586

Page 17: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg

Keep it Short & Sweet

• Minimal text performs better

• Remove unnecessary words formore concise writing

• Using words like ‘you’ and ‘your’resonate with audiences

Page 18: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg

Example: Top Performer

“Deliver the right content to the right people and boost quality leads on LinkedIn.”

Page 19: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg

Snackable Stats Work Wonders

Lift short statistics and quotes from your content increase engagement

Stats out-perform quotes

People are more likely to engage with and share content that makes themappear more knowledgeable

Page 20: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg

Example: Top Performer

“Are you ready to provide the first (and best) solution to suit your prospects’ needs?”

Page 21: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg

Variety is the Spice of Life

• Create a variety of promotional social graphics to avoid creative fatigue

• We typically create 5 quote images and 5 stat images for any product launch

Page 22: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg

Example: Top Performers

Page 23: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

LEVERAGE THE LINKEDIN ECOSYSTEM

BRAND TOUCHPOINTS DISTRIBUTIONCONTENT

COMPANY PAGE

LEADERSHIP PROFILES

EMPLOYEE PROFILES

COMPANY UPDATES(SPONSORED & ORGANIC)

INDIVIDUAL UPDATES

INDIVIDUAL POSTS

THE FEED

#LinkedInMktg

Page 24: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

CARVE UP THE TURKEY

#LinkedInMktg

Page 25: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

Multi-channel, always on approach for all “Big Rock” campaign launches

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Page 26: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

Blended approach to always-on strategy

Evergreen Provisional+

Page 27: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

Content strategy must resonate with your target audience on LinkedIn

Page 28: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

Using Direct Sponsored Content for personalization

Page 29: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg

Using Direct Sponsored Content to test and optimize messaging

Image test

CTA test

Copy test

Page 30: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg

+146% engagement

Direct Sponsored Content: Image Test

Page 31: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg

+165% Clicks+126% Impressions

Direct Sponsored Content: CTA Test

Join Register

Page 32: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg

+571% Clicks+490% Impressions

DirectSponsoredContent:CopyTest

Page 33: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg#LinkedInMktg

Page 34: Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates

#LinkedInMktg#LinkedInMktg

Q & A