Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates
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This document discusses how to effectively engage audiences on LinkedIn. It begins by introducing the presenters and outlining the discussion topics. It then discusses key aspects of the buyer's journey and how LinkedIn can be used to target audiences and engage prospects throughout the process. Specific tactics for LinkedIn Sponsored Updates are presented, including optimizing content distribution, leveraging various LinkedIn touchpoints, and testing content. The presentation concludes with a Q&A section.
Live Webcast: How to Get More Out of Your LinkedIn Sponsored Updates
- 2. Presenters Andrew Kaplan Sr. Product Marketing Manager LinkedIn Marketing Solutions @andrewjkaplan Cassandra Clark Marketing Manager, Demand Generation LinkedIn Marketing Solutions Alexandra Rynne Associate Content Marketing Manager LinkedIn Marketing Solutions @amrynnie
- 3. 3 • Got a question? Submit it in the Q&A box. • Follow us for more: @LinkedInMktg How to Engage with Us
- 4. Let’s talk about 4 • 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
- 5. It’s a challenging world 10 Pieces 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
- 6. 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
- 7. LinkedIn Sponsored Updates allow you to publish relevant content in the world’s only professional feed 7 Get started at linkedin.com/adsRaise brand awareness Drive Quality Leads Build Customer Relationships
- 8. 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
- 9. 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
- 10. On LinkedIn, speak to the professional mindset
- 11. -Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks On LinkedIn, speak to the professional mindset
- 12. B2B marketers call LinkedIn their most effective and widely-used content platform
- 13. How we use Sponsored Updates LinkedIn Marketing Solutions
- 14. 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
- 16. #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
- 17. #LinkedInMktg Keep it Short & Sweet • Minimal text performs better • Remove unnecessary words for more concise writing • Using words like ‘you’ and ‘your’ resonate with audiences
- 18. #LinkedInMktg Example: Top Performer “Deliver the right content to the right people and boost quality leads on LinkedIn.”
- 19. #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 them appear more knowledgeable
- 20. #LinkedInMktg Example: Top Performer “Are you ready to provide the first (and best) solution to suit your prospects’ needs?”
- 21. #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
- 23. LEVERAGE THE LINKEDIN ECOSYSTEM BRAND TOUCHPOINTS DISTRIBUTIONCONTENT COMPANY PAGE LEADERSHIP PROFILES EMPLOYEE PROFILES COMPANY UPDATES (SPONSORED & ORGANIC) INDIVIDUAL UPDATES INDIVIDUAL POSTS THE FEED #LinkedInMktg
- 24. CARVE UP THE TURKEY #LinkedInMktg
- 25. Multi-channel, always on approach for all “Big Rock” campaign launches 25
- 26. Blended approach to always-on strategy Evergreen Provisional+
- 27. Content strategy must resonate with your target audience on LinkedIn
- 28. Using Direct Sponsored Content for personalization
- 29. #LinkedInMktg Using Direct Sponsored Content to test and optimize messaging Image test CTA test Copy test
- 30. #LinkedInMktg +146% engagement Direct Sponsored Content: Image Test
- 31. #LinkedInMktg +165% Clicks +126% Impressions Direct Sponsored Content: CTA Test Join Register
- 32. #LinkedInMktg +571% Clicks +490% Impressions Direct Sponsored Content: Copy Test