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Masterclass: Getting Started on LinkedIn

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Learn why people are coming to LinkedIn, how this relates to your marketing campaigns and how you can get started with LinkedIn advertising.

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Masterclass: Getting Started on LinkedIn

  1. 1. Getting Started on LinkedIn
  2. 2. Meghan Galvin Account Manager Anna Dickens Account Manager 2
  3. 3. 1 2 3 4LinkedIn overview Targeting capabilities Product suite Creating a successful Sponsored Content campaign 5 Sponsored Content best practices 6 Sponsored InMail deep dive 7 Text Ad deep dive 8 Q&A TODAY’S AGENDA
  4. 4. LINKEDIN MARKETING SOLUTIONS’ MISSION Be the most effective platform for marketers to engage with professionals 4
  5. 5. The largest global community of professionals 61M senior-level influencers 40M decision makers 10.7M opinion leaders 6.8M C-level execs 22.8M Mass Affluent 4.1M IT decision makers 500M professionals are on LinkedIn 5
  6. 6. The world’s professionals come to LinkedIn for knowledge Industry News Expert Advice Professional Learning Peer Insights Peer Recommendations 500+ Influencers 6
  7. 7. 7 And the mindset is markedly different WorldAnimalDay #charitytuesday #TuesdayMotivation #nbafinals #awe2017 SuperBowl Ryder Cup Tyson Fury Apple Store NetFlix Stranger Things Louisiana Floods Forbes Women In Media FlipBoard Employee engagement Integrated marketing SageOne Cloud computing iPhone 7 Venture Capital Internal communications Investment Banking Oracle Cloud TRENDING TOPICS BY SOCIAL MEDIA PLATFORM
  8. 8. PLANNING 8
  9. 9. LinkedIn ad targeting options Reach qualified prospects with targeting based on the professional profile Company name Job title Member skills* Field of study Based on skills, endorsements and keywords in profile Company industry Job Seniority* Member groups Degrees derived from Job title Company size Job function* Member age* Member Schools derived from Job titlederived from Company Page derived from Company Page Derived by using the earliest degree Location Years of experience* Member gender* derived from start year and month of current roles derived from Member name 9
  10. 10. Senior Program Manager within Enterprise Businesses Seniority: Senior IC+ Function: Company Size: 500+ Geography: USA IT, Engineering, Program Management TARGETING CONSIDER TOM TITLE JOB FUNCTION +SENIORITY GROUPS +SENIORITY SKILLS +SENIORITY 10
  11. 11. LET’S REVIEW 11
  12. 12. Name 3 ways of targeting on LinkedIn. POP QUIZ 12
  13. 13. THE LINKEDIN PRODUCT SUITE 13
  14. 14. Sponsored Content Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences wherever they spend their time. Target your most valuable audiences using accurate, profile-based, first-party data Reach your prospects anywhere: Publish your content in the LinkedIn feed and in high-quality placements beyond, on mobile and desktop Grow your business at every stage: Drive quality leads, generate engagement, and raise brand awareness 1 14
  15. 15. Easily create, manage and optimize well-targeted, customized campaigns in just minutes — on a budget that works for you. LinkedIn Text Ads Generate quality leads with an easy, self-serve solution2 15
  16. 16. Drive engagement with premium audiences using dynamically generated ads, powered by profile data, customizable to meet your campaign objectives. LinkedIn Dynamic Ads Personalize your creative to resonate with buyers3 16
  17. 17. Mobile-optimized design for easy clicks Real-time delivery ensures timely reach Uncluttered professional context Flexibility to tailor your content 17 LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business 4
  18. 18. Anatomy of a successful Sponsored Content campaign 1 2 3 4 5 6 Campaign set up Getting access to the business account Prerequisites for a successful campaign Monitoring the campaign Optimizing Measurement and KPIs 18
  19. 19. Anatomy of a successful Sponsored Content campaign 1 Prerequisites for a successful campaign 19
  20. 20. Extend your content’s reach Reach both your organic followers and a broader audience using Sponsored Content & Direct Sponsored Content Company Followers LinkedIn Audience beyond your Follower base Reach your Company Followers with Organic Updates. Get your updates in front of more people with Sponsored Content & DSC 20
  21. 21. VS Direct Sponsored ContentSponsored Content 21
  22. 22. 2 LinkedIn is a Full Funnel Content Platform 22 REACH NURTURE ACQUIRE Strangers Readers Subscribers Leads Opportunities Customers Advocates
  23. 23. 2 Decide what content to produce. Pick content for the full marketing funnel. Build trust first, then ask for contact information o Infographics, blog posts, industry trends, influencer content o Best practice guides, case studies, product news o Research briefs, product reviews and Comparisons, product tours, analyst reports, whitepapers, ebooks, webinars o Newsletters, recommendations, product demos, trials, tutorials 23 REACH NURTURE ACQUIRE
  24. 24. Program your content calendar By posting several updates simultaneously, the algorithm would optimize the delivery of the content that performs best WEEK 1 2 3 4 5 3-4 ads live at all times Replace under-performing Ads with new content about 1x/month 24
  25. 25. Note: If your image width is below 200px it will not display in the larger image format. Instead, images will appear as a thumbnail on the left side of the post. Specs here. • Visually Appealing • Eye catching, works great on mobile Anatomy of Sponsored Content • Share information • Educate 25 Link Sharing Embedded Rich Media
  26. 26. Anatomy of a successful Sponsored Content campaign 2 Getting access to the business account 1 Prerequisites for a successful campaign 3 Campaign set up 26
  27. 27. What you need to be able to sponsor content Company page ADMIN (usually client) grants DSC access Business Account Manager (usually agency) builds DSC and sponsors at the same time. Direct Sponsored Content 27 1 2
  28. 28. What you need to set up a business account *For more details on how to set up a Business Account, click here for instructions Company page name and URL Input your credit card details Contacts who require access to the business account: name and profile URL 28 1 2 3
  29. 29. What you need to set up a campaign Click create campaign button, and select Sponsored Content Name your campaign, pick your language, and select the type of campaign you want to run Create campaign Choose your targeting Set up your budget and bids 29 1 3 2 4
  30. 30. CREATE AN ACCOUNT LIVE DEMO 30
  31. 31. CREATE A CAMPAIGN LIVE DEMO 31
  32. 32. Campaign set up: Budget o Setting a Total budget helps you ensure you do not overspend for a campaign o Best for event-based campaigns with very specific budgets, like webinars or in-person events o For time-sensitive offers or events, suggest also including an end date in addition to Daily Budget and Total Budget o This is not a best practice, but can be useful if you need to spend a set budget quickly, such as at the end of a quarter o Removing Daily Budget means the campaign will deliver as quickly as possible o Setting a Daily budget helps you control the pace of your campaign o Ok to not include a Total Budget if you are running a campaign that will be always on o Best for evergreen content such as whitepapers, ebooks, product tours Daily NO Total Total AND Daily Total NO Daily Good OK 32 Good Let’s Take a Break!
  33. 33. Anatomy of a successful Sponsored Content campaign 2 Getting access to the business account 1 Prerequisites for a successful campaign 3 Campaign set up 4 Monitoring the campaign 33
  34. 34. Monitoring your campaign: High level TIP: To check on your total campaign spend to date, be sure to choose “All Time” as the date range and “All” for your campaign status. Selected Timeframe applies to all reporting View trending metrics over time Performance by Campaign 34
  35. 35. Monitoring your campaign: Demographics & downloadable reports Demographics Reports are available for: o Job Title o Company Industry o Job Seniority o Job Function o Company Size o Location o Country Downloadable Reports Include: o Campaign Performance o Ad Performance o Demographics 35
  36. 36. Anatomy of a successful Sponsored Content campaign 2 Getting access to the business account 1 Prerequisites for a successful campaign 3 Campaign set up 4 Monitoring the campaign 5 Optimizing 36
  37. 37. 3 Main levels of optimizations Targeting Content Bids & Budget 37 1 2 3
  38. 38. Targeting o If your campaign is under pacing you should review your targeting o Is the audience size large enough to fulfill the campaign budget? o Avoid hyper targeting as this can exclude valuable audiences with interest in your content o Audiences smaller than 300,000 members are considered niche and can prevent your daily budget being reached o Best practice is to set a broad audience of 300,000+, then optimize based on performance 38 1
  39. 39. Targeting o After your campaign has run for about a week, use the Click demographics to understand which audiences are most engaged o You can use the Click demographics data to optimize your campaign targeting 39 1
  40. 40. Bids o If your campaign is under pacing you should review your bid to confirm if it has been set high enough to be competitive in the auction. o Best practice is to set your bid rate $1 above the top bid range. Bid prices can fluctuate several times throughout the day so this will enable you to consistently stay competitive. o Remember the bid you enter is not always the price you pay – 2nd price auction o If you find your average price is too high you can always go back & reduce this o In addition to bidding, your Relevancy Score is important to help you win the auction - which is based on engagements on the platform. See here for more details on the Auction and Relevancy Score. CPC CPM 40 2
  41. 41. Bid types: CPC or CPM? bid types are best for Direct Response campaigns, when the campaign objective is to have the user complete an action. Since you only pay when a user clicks on your update. bid types are best for Branding campaigns, when the campaign objective is to raise awareness of a Brand. Since you only pay when your update is rendered in the newsfeed. CPC CPM Bids 41 2
  42. 42. Conversion tracking for LinkedIn advertising Track performance Track conversion events tied to your campaigns using LinkedIn’s Insight Tag and Campaign Manager platform. Monitor specific conversion actions including downloads, sign-ups, registrations, and more. Understand ROI Measure the value you’re getting from your content marketing on LinkedIn, including return on ad spend and cost per conversion. Optimize your results Leverage in-platform conversion data to improve your campaigns and drive results for your business. 42
  43. 43. LET’S REVIEW 43
  44. 44. 44 Name three ways to optimize content campaigns. POP QUIZ
  45. 45. 5 TIPS FOR COMPELLING CONTENT IN THE NEWSFEED 45
  46. 46. Tip 1: Invest in great images Custom images generate higher engagement 46 TIP 1
  47. 47. Tip 1: Have a clear call to action Don’t bury it in too much text! TIP 2 Call to action “Register” outperformed “Join” on internal tests, and generated 165% more clicks. VS. 47
  48. 48. Tip 1:Ask questions, make statements, use interesting facts For Direct Sponsored Content, quotes outperformed stats, with a 30% increase in CTR. VS. 48 TIP 3
  49. 49. Tip 1: More A/B testing A/B test your headline and description text, 38% CTR* lift. A B VS. 49 TIP 4
  50. 50. Tip 1: And have fun Stand out. Top updates are entertaining. VS. 50 TIP 5
  51. 51. CREATING SPONSORED INMAIL CAMPAIGNS AND BEST PRACTICES 51
  52. 52. What you need to set up an InMail campaign Click create campaign button, and select Sponsored InMail Name your campaign, and pick your language Create campaign Enter name for InMail. Select yourself as a sender or click “Add Sender” to select someone else. Enter a Subject, Description and Message Text for your InMail. Enter T&Cs if applicable. 52 1 3 2 4
  53. 53. What you need to set up an InMail campaign Enter link and text for Call To Action, and upload banner image Choose your targeting Set up your Daily Budget, Total Budget, Bids, and Campaign Start Date and End Date *For more details on Sponsored InMail setup instructions, click here for full guide 53 5 6 7
  54. 54. 54 SPONSORED INMAIL BEST PRACTICES
  55. 55. Top “Do”s BEST PRACTICES CHEAT SHEET Amplify and personalize • Test to see what works with the audience and then refine • Be resourceful and use your existing content by reworking it to be conversational • Be genuine Optimizing content • Clearly outline benefits to the member for engaging with this message • Use concise, compelling and conversational intros • Include a concise call to action and be clear about what the member should do • Make sure landing pages are optimized for mobile traffic Optimizing for relevance • Ensure your message resonates with your target audience • Always ask, “why would the audience read this? • Use a sender with credibility and relevance 55 1 2 3
  56. 56. Top “Don’t”s • Avoid getting all details into the message, your landing page should do the educating • Don’t have a call to action that’s too long, it will get cut off on mobile • Using a closing salutation if the message is coming from a company • Avoid mixed messaging. The landing page should match the call to action and message • Your landing page should align with your goal (e.g., PDF is not ideal for conversions) • Avoid content that sounds like a brochure or infomercial • Don’t cast too wide of a net (e.g., “You or a colleague may benefit from this … ”) • Avoid !!! and ALL CAPS • Don’t overload message with multiple calls to action, focus on one action and building trust 56 BEST PRACTICES CHEAT SHEET Too much or too vagueHard-to-navigate websitePushy content 1 2 3
  57. 57. CREATING TEXT AD CAMPAIGNS AND BEST PRACTICES 57
  58. 58. What you need to set up a Text Ads Campaign Click create campaign button, and select Text Ads Name your campaign, and choose your language Create campaign Build out your posts. o 50x50 Image o 25 Character Headline o 75 Character Description Choose your audience, set your bids, and launch! *For more details on Sponsored InMail setup instructions, click here for full guide 58 1 3 2 4
  59. 59. Text Ad best practices 59
  60. 60. Thank You
  61. 61. Create helpful, informative, and entertaining content The “Helpful Advisor” Sponsored NetBrain Technologies Document Your Network Free Our experts. Our software. Your network. o When distributing content, such as a whitepaper, write with the tone of a personal advisor. o Clearly explain how your content will help your target achieve professional success. The “VIP Invitation” Sponsored Brooke Lloyd VIP Program Business Briefing By invitation only o Make your audience feel special by sending a personalized invite to an “exclusive” event. o Get your audience to react by tailoring the content to their interests. The “Cliffhanger” Sponsored Heather Doshay Job opportunities in NYC! Get 5+ job offers in one week! o Hook your audience by communicating the value you bring to their professional life. o Tell your audience enough to pique their interest but not so much that they aren’t compelled to learn more. 61
  62. 62. Keep subject lines short and impactful Best performing subject lines often use some of the following key words: 1 2 3 4 5 Thanks Exclusive invitation Connect Job opportunities Join us 62
  63. 63. Address your target audience directly To increase relevance: o Customize the greeting with the member’s name o Refer to their job title o Try using the word “you” 63
  64. 64. Give your message a unique and genuine voice Use a strong visual Enhance your message but do not distract from it Be concise, personal and relevant Keep your copy under 1000 characters and include a body link 64
  65. 65. Use clear calls to action (CTA) Top InMail CTA keywords 1 2 3 4 5 Try Register Reserve Join Confirm 6 Download 65
  66. 66. Select a sender who is credible with your audience Pick a sender who’s relevant to your message For example, if you have a technical message, the sender should be a director of IT or a chief technology officer, and not a VP of marketing. 66
  67. 67. Address your target audience directly To increase relevance: o The copy is fewer than 1,000 characters o The CTA is clear o The landing page is optimized for the small screen 67

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