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Secret Sauce: How LinkedIn uses LinkedIn for marketing

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At LinkedIn Marketing Solutions, we use our own products, ‘sprinkle on our own spices’ so to speak and now we’re ready to share EXTRA HOT insider tips for effective LinkedIn campaigns.

This very unique deck brings together the minds of our content marketing, demand generation and digital teams to give you a holistic, tactical look at how LinkedIn uses LinkedIn for marketing. It’s a resource for practitioners, by practitioners, if you will.

Publicado en: Marketing
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Secret Sauce: How LinkedIn uses LinkedIn for marketing

  1. 1. SECRET SAUCE An Inside Look at How LinkedIn Uses LinkedIn for Marketing
  2. 2. Cassandra Clark Senior Marketing Manager LinkedIn ALEX RYNNE Content Marketing Manager LinkedIn Gaurav Nihalani Digital Marketing Manager LinkedIn
  3. 3. How our teams work together Objective-based marketing A/B tests and results Tactical campaign tips Campaign optimization tools Just for fun AGENDA
  4. 4. POLL QUESTION Which team do you collaborate with the most in your digital strategy? Answer in the poll module on the console
  5. 5. Millions of professionals create over 130,000 articles per week. Members engaging with the feed is growing more than 50% year over year. Members are liking, commenting and sharing at record rates—nearly twice the rate from last year. Views in the LinkedIn feed are up 60% from last year. LinkedIn engagement is booming There’s no time like the present to reach your ideal customers on the world’s largest professional network.
  6. 6. We keep our followers updated with product launches and feature enhancements. We encourage our own employees to share best practices and secrets to content marketing success on LinkedIn. Brand awareness
  7. 7. We created a graphic with a quote featuring LinkedIn influencer, Brian Solis. Then we sponsored it and pinned it to the top of our LinkedIn Marketing Solutions Showcase Page. This Sponsored Content post drove 660 new blog subscriptions. (That’s 3% of total conversions.) We sponsored a top-performing blog post and made sure the call to action banner at the bottom of the post directs people to subscribe to our blog. Thought leadership
  8. 8. One of our evergreen pieces of content, The Sophisticated Marketer’s Guide to LinkedIn, continues to generate the highest number of downloads and the highest number of marketing qualified leads. Lead generation
  9. 9. Organic reach amplifies paid Invest in the best organic content Lead generation
  10. 10. Test “Person” “Object”
  11. 11. POLL QUESTION Which image saw a better CTR? Answer in the poll module on the console
  12. 12. Test “Person” +160% CTR, 289% CVR “Object”
  13. 13. “Short” 18% boost in engagement rate “Long”
  14. 14. “Stat” +37% CTR, 162% more impressions “No stat”
  15. 15. “Audience Call-out” +19% CTR, 53% higher conversion rate “Generic”
  16. 16. “Guide” vs. “eBook” 100% increase in click-through rate
  17. 17. This image saw a CTR of 0.339%. (In other words, an 89% increase in click-throughs.) This image saw a CTR of 0.179%. “Looking away” “Looking at”
  18. 18. POLL QUESTION Do you feel like you’re effectively measuring and optimizing your LinkedIn campaigns? Answer in the poll module on the console
  19. 19. Insight Tag
  20. 20. Website Demographics
  21. 21. Campaign Demographics
  22. 22. Conversion Tracking
  23. 23. 24 Targeting Checklist  Find the balance between scale and relevance.  Implement a targeting strategy aligned with your objectives and content.  Don’t be afraid to experiment.  Use campaign and Website Demographics tools to optimize your targeting.
  24. 24. Q&A