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

  1. 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
  2. 3 • Got a question? Submit it in the Q&A box. • Follow us for more: @LinkedInMktg How to Engage with Us
  3. 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
  4. 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
  5. 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
  6. LinkedIn Sponsored Updates allow you to publish relevant content in the world’s only professional feed 7 Get started at brand awareness Drive Quality Leads Build Customer Relationships
  7. 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
  8. 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
  9. On LinkedIn, speak to the professional mindset
  10. -Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks On LinkedIn, speak to the professional mindset
  11. B2B marketers call LinkedIn their most effective and widely-used content platform
  12. How we use Sponsored Updates LinkedIn Marketing Solutions
  13. 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
  14. #LinkedInMktg#LinkedInMktg
  15. #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
  16. #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
  17. #LinkedInMktg Example: Top Performer “Deliver the right content to the right people and boost quality leads on LinkedIn.”
  18. #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
  19. #LinkedInMktg Example: Top Performer “Are you ready to provide the first (and best) solution to suit your prospects’ needs?”
  20. #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
  21. #LinkedInMktg Example: Top Performers
  23. CARVE UP THE TURKEY #LinkedInMktg
  24. Multi-channel, always on approach for all “Big Rock” campaign launches 25
  25. Blended approach to always-on strategy Evergreen Provisional+
  26. Content strategy must resonate with your target audience on LinkedIn
  27. Using Direct Sponsored Content for personalization
  28. #LinkedInMktg Using Direct Sponsored Content to test and optimize messaging Image test CTA test Copy test
  29. #LinkedInMktg +146% engagement Direct Sponsored Content: Image Test
  30. #LinkedInMktg +165% Clicks +126% Impressions Direct Sponsored Content: CTA Test Join Register
  31. #LinkedInMktg +571% Clicks +490% Impressions Direct Sponsored Content: Copy Test
  32. #LinkedInMktg#LinkedInMktg
  33. #LinkedInMktg#LinkedInMktg Q & A