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

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

• Follow us for more: @LinkedInMktg

How to Engage with Us

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

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

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

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

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

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

On LinkedIn, speak to the professional mindset

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

On LinkedIn, speak to the professional mindset

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

HowweuseSponsoredUpdates

LinkedInMarketingSolutions

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

#LinkedInMktg#LinkedInMktg

#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

#LinkedInMktg

Keep it Short & Sweet

• Minimal text performs better

• Remove unnecessary words formore concise writing

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

#LinkedInMktg

Example: Top Performer

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

#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

#LinkedInMktg

Example: Top Performer

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

#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

#LinkedInMktg

Example: Top Performers

LEVERAGE THE LINKEDIN ECOSYSTEM

BRAND TOUCHPOINTS DISTRIBUTIONCONTENT

COMPANY PAGE

LEADERSHIP PROFILES

EMPLOYEE PROFILES

COMPANY UPDATES(SPONSORED & ORGANIC)

INDIVIDUAL UPDATES

INDIVIDUAL POSTS

THE FEED

#LinkedInMktg

CARVE UP THE TURKEY

#LinkedInMktg

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

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Blended approach to always-on strategy

Evergreen Provisional+

Content strategy must resonate with your target audience on LinkedIn

Using Direct Sponsored Content for personalization

#LinkedInMktg

Using Direct Sponsored Content to test and optimize messaging

Image test

CTA test

Copy test

#LinkedInMktg

+146% engagement

Direct Sponsored Content: Image Test

#LinkedInMktg

+165% Clicks+126% Impressions

Direct Sponsored Content: CTA Test

Join Register

#LinkedInMktg

+571% Clicks+490% Impressions

DirectSponsoredContent:CopyTest

#LinkedInMktg#LinkedInMktg

#LinkedInMktg#LinkedInMktg

Q & A