Webinar: Best Practices to Succeed with LinkedIn Sponsored Content

#LinkedInContent

Marketing Solutions

LinkedIn Confidential ©2014 All Rights Reserved

Webinar: Best Practices to Succeedwith LinkedIn Sponsored Content

#LinkedInContent

Dial-in: 866-469-3239Access Code: 926 370 258Password: areyouinTwitter: @LinkedInMktg#LinkedInContent

Deanna LazzaroniGlobal Content & Social Media Marketing Manager

LinkedIn

Selin TylerSr. Product Marketing Manager

LinkedIn

Welcome!


#LinkedInContent#LinkedInContent

Agenda Today

Why Content Marketing Matters Overview of Sponsored Updates Aligning to Marketing Objectives Branding & Lead Gen Case Studies Introducing Direct Sponsored Content Best Practices to Boost Performance Anatomy of Successful Content Key Takeaways Questions?


#LinkedInContent

Why does content marketing matter?

LinkedIn Confidential ©2014 All Rights Reserved4

#LinkedInContent©2012 LinkedIn Corporation. All Rights Reserved.

5

Content Marketing is becoming one of the most effective ways for brands to engage with professionals

78%of B2B buyers start their research with

online search

90%

of customers find custom content

useful

67%of prospect interaction

is occurring online, shortening the sales

engagement

Sources: SiriusDecisions, kapost.com/content-marketing-facts #LinkedInContentLinkedIn Confidential ©2014 All Rights Reserved

#LinkedInContent#LinkedInContent

Members do much more on LinkedIn than job search

6XMore engagement with content vs jobs

BRANDS3 MM Company PagesCompany Updates

THOUGHTLEADERS

300+ Influencers

NEWS1.3MM PublishersLinkedIn Today

PEERS1.5MM GroupsConnections

6LinkedIn Confidential ©2014 All Rights Reserved

#LinkedInContent

Sponsored Content is an effective channel at each stage of the marketing funnel

AWARENESS & INTERESTSEstablish

your brand

CONSIDERATION& INTENT

EVALUATION &PURCHASE

LOYALTY &ADVOCACY

Move buyers down

the funnel with

thought leadership

Generate leads,

event registrations

and conversions

Engage

Followers & drive

customer loyalty

7

Awareness & Interest KPIs

Reach by Segment*

Content Marketing Score*

Brand Impact Studies

* Metrics tracked and reported by LinkedIn


#LinkedInContent

Consideration & Intent KPIs

Reach by Segment*

Click through rate*

Company visits

Page views/visit

Time spent on site

Bounce Rate



your brand



LOYALTY &ADVOCACY

Move buyers down

the funnel with

thought leadership

Generate leads,

event registrations

and conversions

Engage

Followers & drive

customer loyalty

8* Metrics tracked and reported by LinkedIn


#LinkedInContent



your brand



LOYALTY &ADVOCACY

Move buyers down

the funnel with

thought leadership

Generate leads,

event registrations

and conversions

Engage

Followers & drive

customer loyalty

9

Evaluation/Purchase KPIs

Clicks by Audience *

Click through rate*

Cost per click*

Conversions

Cost per lead



#LinkedInContent



your brand



LOYALTY &ADVOCACY

Move buyers down

the funnel with

thought leadership

Generate leads,

event registrations

and conversions

Engage

Followers & drive

customer loyalty

10

Loyalty & Advocacy KPIs

Shares*

Likes*

Company page follows*



#LinkedInContentLinkedIn Confidential ©2014 All Rights Reserved

Is your content aligned to content marketing goals?

11

#LinkedInContent12

Define your KPIs up front to optimize Keep it consistentAre you looking for engagement on LinkedIn? Organic + Sponsored

Growth in website traffic?Organic: 20-30 per month

Maximizing your reach within your target audience? Sponsored: 2-4 per week

Pick winner contentTap into emotion, aim to inspire

Best practice guides, industry trends, inside looks at your company

Branding & Thought Leadership


#LinkedInContent13

Use a concise headline Pick winner content

with a clear call to action Case studies, analyst reports,

Highlight speakers, value of content eBooks, events, announcements

Make sure your landing Make it timely

page is optimized If you have an event to promote,

For viewing content set your campaign live at least 4-6

For capturing leads effectively weeks before the event

Lead Generation


#LinkedInContent

Case Study: AdobeSponsored Updates for Branding

14

“With the ability to target specific audiences with relevant

and contextual content, Sponsored Updates allowed us to reach the right

audience on the right channel, ultimately helping to move the needle on a primary objective – to inform and

educate marketers that Adobe is an industry leader in providing digital marketing

solutions.”

-- Adobe

Results• 50% more likely to agree that “Adobe is

shaping the future of digital marketing”

• 2.5x more likely to agree that Adobe’s Sponsored Updates “captured their attention”


#LinkedInContent

Case Study: Capgemini & NewscredSponsored Updates for Thought Leadership

15

“…The engagement has been unprecedented—nothing they had ever seen using traditional B2B marketing

campaigns. Sponsored updates on LinkedIn have an engagement rate of 1.76%, which translates to over 3,000

new followers each week on their company page…”

-- Newscred

69% LinkedIn Shares

100,000 new

followersResults


#LinkedInContent

Case Study: HubSpotSponsored Updates for Lead Generation

Results• 400% more leads within their target

audience than on other platforms

"We have seen very high quality leads coming in from our sponsored updates on LinkedIn. Not only can we target the audience we want to, we can promote our best performing content. “

-- HubSpot 16LinkedIn Confidential ©2014 All Rights Reserved


Introducing Direct Sponsored Content

17


18#LinkedInContent

Target audiences in the feed without publishing on your Company Page with Direct Sponsored Content

PersonalizeCustomize your message to target each audience

TestVariations of your content

ControlWhat gets published on your Company Page


19#LinkedInContent

With Direct Sponsored Content, you can test what works to boost performance

Test your intro message

Test your imageTest your teaser text

Test your headline


20#LinkedInContent

Content marketing is both an art and science:Take the guess work out of performance by testing

Can you guess which

one is a winner?


21#LinkedInContent

Here are some best practices to incorporate into your content strategy


Anatomy of Successful Content

22

#LinkedInContent

BBVA CompassIndustry: Financial Services

Best Practices & Observations:

Image & mentions of recognized biz personalities

Includes thought provoking question at start

Uses numbers (12 Successful…)

Professional development related

Co-branding/licensing from reputable third party


#LinkedInContent

DellIndustry: Technology


Include eye catching image

Uses “You” early to connect with the reader (If you’re ever…)

Offers value/advice to traveling professionals

CTA to encourage further reading

Owned destination is optimized for social sharing & engagement


#LinkedInContent

DellIndustry: Technology


Image & mentions of recognized biz personality

Related to an exclusive event

Relevant to professionals (inspiring talk on taking risks)

CTA to click for more

Drives to owned destination for additional consumption


#LinkedInContent

AllstateIndustry: Financial Services


Unique & revealing content on an interesting subject

Practical benefit of reading

Image catches your attention

Relevant to AllState’s biz & customers (Auto Insurance)

Subtle visual branding

Owned content hub is rich with content & great UX


#LinkedInContent

CitiIndustry: Financial Services


Start with a question

Use “You”

Use a stat or figure

Thumbnail image conveys topic

Snackable (3 Tricks…) for the busy professional

Explains what’s in it for them: “Improving your body language can lead to significant biz success…”


#LinkedInContent

CybercodersIndustry: Professional Services


Explicit call out of their target audience in content (CTO)

Very succinct – 75 characters

Directs the reader to action

Image includes a human face with relevant quizzical expression

Uses numbered list in link headline

Teases the post description



29

And finally…

Test

MonitorAnalyze

Optimize


30

Key Takeaways to Drive Success:

STEP 1: Choose content that best suits your marketing objectives.

STEP 2: Utilize Direct Sponsored Content to remove the guesswork and A/B test your way to success.

STEP 3: Create your copy with the audience in mind. Personalize to make your content most relevant.

STEP 4: Optimize your landing page design for marketing goals: mobile, social and easy to capture leads.


31

Check out these additional resources:

http://lnkd.in/SULeadGen http://lnkd.in/SUThoughtLeader

http://lnkd.in/SULeadGen

http://lnkd.in/SULeadGen

http://lnkd.in/SUThoughtLeader

http://lnkd.in/SUThoughtLeader


32

#LinkedInContent#LinkedInContent33
