Webinar: Best Practices to Succeed with LinkedIn Sponsored Content

Marketing Solutions
#LinkedInContent
Webinar: Best Practices to Succeed
with LinkedIn Sponsored Content
LinkedIn Confidential ©2014 All Rights Reserved

#LinkedInContent
Deanna Lazzaroni
Global Content & Social Media
Marketing Manager
LinkedIn
Dial-in: 866-469-3239
Access Code: 926 370 258
Password: areyouin
Twitter: @LinkedInMktg
#LinkedInContent
Selin Tyler
Sr. Product Marketing
Manager
LinkedIn
Welcome!

#LinkedInContent
Agenda Today
 Why Content Marketing Matters
 Overview of Sponsored Updates
 Aligning to Marketing Objectives
 Branding & Lead Gen Case Studies
 Introducing Direct Sponsored Content
 Best Practices to Boost Performance
 Anatomy of Successful Content
 Key Takeaways
 Questions?

#LinkedInContent
Why does content
marketing matter?
4

Content Marketing is becoming one of the most
effective ways for brands to engage with professionals
#LinkedInContent
©2012 LinkedIn Corporation. All Rights Reserved.
5
78%
of B2B buyers start
their research with
online search
90%
of customers find
custom content
useful
67%
of prospect interaction
is occurring online,
shortening the sales
engagement
Sources: SiriusDecisions, kapost.com/content-marketing-facts LinkedIn Confidential ©2014 All Rights Reserved

Members do much more on LinkedIn than job search
6X
#LinkedInContent
More engagement with
content vs jobs
BRANDS
3 MM Company Pages
Company Updates
THOUGHT
LEADERS
300+ Influencers
NEWS
1.3MM Publishers
LinkedIn Today
PEERS
1.5MM Groups
Connections
6

Sponsored Content is an effective channel at each
stage of the marketing funnel
#LinkedInContent
7
Awareness & Interest KPIs
Reach by Segment*
Content Marketing Score*
Brand Impact Studies
* Metrics tracked and reported by LinkedIn

#LinkedInContent
Consideration & Intent KPIs
Reach by Segment*
Click through rate*
Company visits
Page views/visit
Time spent on site
Bounce Rate
8

#LinkedInContent
9
Evaluation/Purchase KPIs
Clicks by Audience *
Click through rate*
Cost per click*
Conversions
Cost per lead

#LinkedInContent
10
Loyalty & Advocacy KPIs
Shares*
Likes*
Company page follows*

#LinkedInContent
Is your content aligned to
content marketing goals?
11

Define your KPIs up front to optimize Keep it consistent
Are you looking for engagement on LinkedIn? Organic + Sponsored
Growth in website traffic? Organic: 20-30 per month
Maximizing your reach within your target audience? Sponsored: 2-4 per week
#LinkedInContent
Pick winner content
Tap into emotion, aim to inspire
Best practice guides, industry trends, inside looks at your company
12
Branding & Thought Leadership

Use a concise headline Pick winner content
with a clear call to action Case studies, analyst reports,
Highlight speakers, value of content eBooks, events, announcements
Make sure your landing Make it timely
page is optimized If you have an event to promote,
For viewing content set your campaign live at least 4-6
For capturing leads effectively weeks before the event
#LinkedInContent
13
Lead Generation

#LinkedInContent
Case Study: Adobe
Sponsored Updates for Branding
14
Results
• 50% more likely to agree that “Adobe is
shaping the future of digital marketing”
• 2.5x more likely to agree that Adobe’s
Sponsored Updates “captured their attention”
“With the ability to
target specific audiences with relevant and
contextual content, Sponsored Updates
allowed us to reach the right
audience on the right channel, ultimately
helping to move the needle on a primary
objective – to inform and educate
marketers that Adobe is an industry leader
in providing digital marketing solutions.”
-- Adobe

#LinkedInContent
Case Study: Capgemini & Newscred
Sponsored Updates for Thought Leadership
15
69%
LinkedIn
Shares
100,000
new
followers
“…The engagement has been
unprecedented—nothing they had ever seen
using traditional B2B marketing campaigns.
Sponsored updates on LinkedIn have an
engagement rate of 1.76%, which translates
to over 3,000 new followers each week on
their company page…”
-- Newscred
Results

#LinkedInContent
Case Study: HubSpot
Sponsored Updates for Lead Generation
Results
• 400% more leads within their target
audience than on other platforms
"We have seen very high quality leads
coming in from our sponsored updates on
LinkedIn. Not only can we target the
audience we want to, we can promote our
best performing content. “
-- HubSpot
16

#LinkedInContent
Introducing Direct
Sponsored Content
17

Target audiences in the feed without publishing on
your Company Page with Direct Sponsored Content
#LinkedInContent
18
Personalize
Customize your message
to target each audience
Test
Variations of your content
Control
What gets published
on your Company Page

With Direct Sponsored Content, you can test what
works to boost performance
#LinkedInContent
19
Test your intro message
Test your image
Test your teaser text
Test your headline

Content marketing is both an art and science:
Take the guess work out of performance by testing
#LinkedInContent
20
Can you
guess which
one is a
winner?

#LinkedInContent
Here are some best practices to incorporate
into your content strategy
21

Anatomy of Successful Content
#LinkedInContent
22

#LinkedInContent
BBVA Compass
Industry: Financial Services
Best Practices &
Observations:
 Image & mentions
of recognized biz
personalities
 Includes thought
provoking question
at start
 Uses numbers (12
Successful…)
 Professional
development
related
 Co-branding/
licensing
from reputable third
party

#LinkedInContent
Dell
Industry: Technology
Best Practices &
Observations:
 Include eye catching
image
 Uses “You” early to
connect with the reader
(If you’re ever…)
 Offers value/advice to
traveling professionals
 CTA to encourage
further reading
 Owned destination is
optimized for social
sharing & engagement

#LinkedInContent
Dell
Industry: Technology
Best Practices &
Observations:
 Image & mentions of
recognized biz
personality
 Related to an
exclusive event
 Relevant to
professionals
(inspiring talk on
taking risks)
 CTA to click for more
 Drives to owned
destination for
additional
consumption

#LinkedInContent
Allstate
Best Practices &
Observations:
 Unique & revealing
content on an
interesting subject
 Practical benefit of
reading
 Image catches your
attention
 Relevant to AllState’s
biz & customers (Auto
Insurance)
 Subtle visual branding
 Owned content hub is
rich with content &
great UX

#LinkedInContent
Citi
Best Practices &
Observations:
 Start with a question
 Use “You”
 Use a stat or figure
 Thumbnail image
conveys topic
 Snackable (3 Tricks…)
for the busy
professional
 Explains what’s in it
for them: “Improving
your body language
can lead to significant
biz success…”

#LinkedInContent
Cybercoders
Industry: Professional Services
Best Practices &
Observations:
 Explicit call out of their
target audience in
content (CTO)
 Very succinct – 75
characters
 Directs the reader to
action
 Image includes a
human face with
relevant quizzical
expression
 Uses numbered list in
link headline
 Teases the post
description

#LinkedInContent
And finally…
Optimize
29
Test
Analyze Monitor

STEP 4: Optimize your landing page design for marketing
goals: mobile, social and easy to capture leads.
#LinkedInContent
Key Takeaways to Drive Success:
STEP 1: Choose content that best suits your
marketing objectives.
STEP 2: Utilize Direct Sponsored Content to remove
the guesswork and A/B test your way to success.
STEP 3: Create your copy with the audience in mind.
Personalize to make your content most relevant.
30

#LinkedInContent
31
Check out these additional resources:
http://lnkd.in/SUThoughtLeader http://lnkd.in/SULeadGen

#LinkedInContent
32

#LinkedInContent
33

Webinar: Best Practices to Succeed with LinkedIn Sponsored Content

Recommandé

Recommandé

Contenu connexe

Plus de LinkedIn

Plus de LinkedIn (20)

Dernier

Dernier (20)

Webinar: Best Practices to Succeed with LinkedIn Sponsored Content