Uncover how to get—and keep—your brand in front of the professionals that matter most to your business. In this webcast, you will learn how to: - Get in front of the right people early and often - Reach and influence business professionals in the right context - Educate your audience with the relevant content they crave - Use awareness and engagement to drive bottom-funnel conversions - Measure the impact of your branding efforts every step of the way​

2. Using LinkedIn for Brand Marketing
Candace Kim
Associate Product Marketing Manager
LinkedIn
Mohamad Bozo
Marketing Strategy Analyst
StarTex Software

3. Got a question? Submit it in the
Q&A box.
Tweet along with
#LinkedInBrandMktg
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 brand marketing with LinkedIn
• Success story: StarTex Software
• Q&A

5. 5
Today’s buyer’s journey
The only thing predictable about it is its unpredictability

6. 1 Source: Zero Moment of Truth Study, Google
2 Source: Rethink the B2B Buyers Journey research report, LinkedIn, Global, 2016
It’s a challenging world

7. We can do better.

8. Missed opportunities
3. 95% of website visitors don’t fill out
a form
2. 61% of B2B marketers aren’t using
mobile marketing
1. For B2B decision-makers, online
communities are one of the most
popular sources of content in the
purchase decision
4. 80% aren’t opening emails
5. Half of business decisions are
made outside of the office
1. eMarketer 2.. SiriusDecisions 3. eMarketer 4. MarketingProfs 5. B2B Marketing

9. For the first time in the history of media you can
engage with the world’s professionals in one place

10. Our digital lives converge on
very few big destinations

11. 61M
senior-level
influencers
40M
decision makers
10M
opinion leaders
6M
C-level execs
22M
Mass Affluent
4M
IT decision makers
433Mprofessionals are on LinkedIn
The largest global community of professionals

12. The world’s professionals come to
LinkedIn for knowledge
Industry News Expert Advice Professional Learning
Peer Insights Peer Recommendations 500+ Influencers

13. How can we rethink
brand marketing?

14. To shape the outcome of the purchase
decision, get their attention where they’re
spending time in a professional context

15. Personalize your creative to resonate with buyers
LinkedIn Dynamic Ads
Drive engagement with premium audiences using
dynamically generated ads, powered by profile data,
customizable to meet your campaign objectives.

16. Number of online searches a B2B buyer performs
before going to a brand’s website.
-Source: Google
Your prospects are searching for answers — will you
be there to help them at the right moment?

17. Content helps you build relationships with prospects
early in their buyer’s journey
90%
Amount of purchase process that buyers complete
before making contact with vendor.
-Source: Forrester

18. 74%
Of B2B buyers choose a vendor that’s first to
help them with useful content.
-Source: Inside Sales
Target the right audiences and deliver helpful content
to create trust & build brand consideration

19. Rich demographic data
Job Function, Seniority, Company Name,
Geo, Industry
Interest-based targeting
Group Membership, Skills, Field of Study
Persona targeting
Job Searchers, Opinion Leaders, Mass Affluent,
Business Travelers
Your own audience data
Target Account Lists
Get to the Right Professional Audiences

20. Danielle
Seattle, WA USA
Boston University
COMPANY
NAME
INDUSTRYSIZE
SCHOOL
LOCATION
JOB
TITLE
SENIORITY
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
YEARS OF
EXPERIENCE
FUNCTION

21. Why Content marketing on LinkedIn?
Accurate
profile-based targeting
Professional mindset that
makes members receptive to
brand content
Premium
audience of influencers and
business decision-makers

22. Engage your prospects with relevant content in the world’s
only professional feed
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.

23. Sponsored Content
Engage your prospects with relevant content in the world’s
only professional feed
Target your most
valuable audiences
Publish your content in
a premium context
Grow your business at
every stage
Reach the people that
matter most using accurate,
profile-based, first-party data
Sponsor content in the brand-friendly
environment of the LinkedIn feed to
an audience of influencers and
business decision-makers
Drive quality leads, generate
engagement, and raise brand
awareness with a powerful
advertising platform

24. Your company website is a great place to look for
content to sponsor
SpecificsWhere to look What to look for
Company
Website
Company Blog
Relevant Content
Engaging Images
Cadence
Company Resources
Videos
Whitepapers
Other Destinations
‘About Us’ Section
Promoting other
Social Media Channels
PR/NewsSection
Company Announcements
Industry news

25. “Snackable” content that
appeals to busy prospects
hungry for quick insights
Link images to your site to
drive high-quality traffic from
clicks on your content
Be Concise: Keep your intro
text to 70-150 characters …
Shorter text correlates with
higher engagement
Always include images in your updates: Images lead to higher engagement
Visual is the new headline
Images should be 1200x627
pixels, and any text in the
image should stay in a
1000x586 area

26. Captivate your audience with a compelling headline that stands out from the crowd
Think like a journalist
Humor works...even on
LinkedIn!
Think like a journalist:
● Ask a compelling
question
● Cite a surprising stat
● Make a bold argument
● Tie in with current events
or pop culture
● Quote a well-known
leader or executive

27. Rich media updates: More engaging than link shares
Uploaded rich media Link share with
preview image
Uploaded images
often get up to
38% higher CTR
vs. link shares with
a preview image

28. Turn your content into strategy with a content
calendar
How much content is enough? It depends on your goals. Top-performing
companies post at least once per day, while others post several times per
day. They are often using Direct Sponsored Content to manage the volume.
X7
Week of March 3
Week of March 10
Week of March 17
Monday, March 3, 14
Tuesday, March 4, 14
Wednesday, March 5, 14
Thursday, March 6, 14
Friday, March 7, 14
Monday, March 10, 14
Tuesday, March 11, 14
Wednesday, March 12, 14
Thursday, March 13, 14
Friday, March 14, 14
Monday, March 17, 14
Tuesday, March 18, 14
Wednesday, March 19, 14
Thursday, March 20, 14
Content Calendar Example Intro Copy Content Title URL Content Calendar is a planning
document that gives you and your
team at LinkedIn a plan of attack
for a successful Sponsored
Update campaign:
Creates a publishing schedule
that helps you maintain a
consistent presence
Visualizes your marketing strategy
Acts as a communication point
for all parties

29. Be where your prospects are
Seeks relevant information,
guidance, inspiration
Feel connected
Reach prospects wherever they
spend time

30. LinkedIn Sponsored InMail
Send timely, convenient, and relevant private messages to
the people that matter most to your business

31. StarTex Software Overview
StarTex Software is the company behind EHS Insight,
the world's most flexible, powerful, easy-to-use
environmental, health and safety (EHS) software.

32. Challenges
1. Reaching target audience
2. Creating dialogue and user engagement
3. Lack of data insight
4. Increasing digital brand presence

33. Solution: Sponsored Content

34. Solution: Sponsored Content

35. Solution: Sponsored Content

36. Solution: Sponsored Content

37. Results
• Efficiently reached and engaged senior-level EHS members
• Over one million in quality impressions resulting in 119% growth in brand
awareness
• 50% more marketing qualified leads than other paid ad channels
• Created quality dialogue and user engagement, thanks to LinkedIn’s campaign data
• Blog Sponsored Content generated 264,399 in impressions and an average
1.49% click through rate

38. 5 takeaways for Sponsored Content success
1. Create brief, yet compelling ad copy
2. Promote your ads to the right audiences
3. Listen to your campaign data
4. A/B test your ad copy and design
5. Structure your campaigns

39. Q&A

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