Your buyers’ expectations for personalization and excellent content experiences have changed. A recent study by Verint Systems showed that businesses and consumers are both more likely to switch brands after a bad experience than because of a bad product. If your marketing strategy seems like it needs a kick, spice it up with these tips from the LinkedIn Marketing Solutions team. This infographic will outline: - What we’ve learned from dozens of A/B tests - How we drive personalized messages at scale with LinkedIn Sponsored InMail - How we see the best conversion rates with audience range and bidding best practices

1. The Secret Sauce
How LinkedIn Uses LinkedIn For Marketing
Get your hands on our
“Secret Sauce: How LinkedIn Uses LinkedIn for Marketing”
and you’ll have the formula you need for tasty results on the LinkedIn platform.
lnkd.in/secretsauce
LinkedIn Sponsored
Content
HERE’S WHAT WE LEARNED
Learn the best recipe for marketing ROI on LinkedIn, from the very people who live it every day.
Deliver the right content to the right people
and drive quality leads on the world’s #1
social network for lead generation.
A Sponsored Content post with a statistic included saw:
higher
CTR
How We Do Content: Always Be Testing
KEEP UPDATES SHORT
• 150 characters or fewer
• Posts with fewer characters saw more
than an 18% boost in engagement rate.more
impressions37%
LinkedIn
Sponsored Inmail
Deliver personalized messages at scale.
How We Do Sponsored InMail:
CONTINUALLY A/B TEST
FOR OPTIMIZATION
• Subject lines
• CTAs
• Target Audiences
LinkedIn Campaign
Insider Tips
DETERMINE YOUR TARGET
AUDIENCE
Build your brand, raise awareness, and generate
leads by getting your content in front of the
audience that matters most to your business.
How We See the Best Conversion Rates:
FIND OUT WHAT’S WORKING
ADDRESS YOUR AUDIENCE
DIRECTLY
BID AGGRESSIVELY
When we set bids 10% higher than the maximum
suggested bid, we saw:
MAKE IT PERSONAL
Use a dynamic macro to pull the member’s
name in the greeting.
We sent a personal InMail message
to raise awareness about a blog and
drive subscribers and saw:
higher engagement rate when we directly
addressed our audience185%audience range of our most
successful campaigns60K–400K
ATTRACT WITH VISUALS
higher CTR on our rich media
image than a linkshare update
with a thumbnail image preview
Test different headlines, post lengths, images,
and content mixes.
• We A/B tested “eBook” versus “guide” to see which
resonated better with our audience. “Guide” saw
a 100% increase in click-through rate.
• We received 5x the amount of ad clicks when
headline read “Download the Research”
versus “Download the eBook.”
TEST, REFINE, REPEAT
higher
CTR
more
conversions15% 27%
KEEP IT CONCISE AND
CONVERSATIONAL
Fewer than 1,000 characters
LAYER YOUR CAMPAIGN
When we used Sponsored Content and InMail
together, we saw a:
increase in Sponsored
InMail open rates
25%
95%
increase in CTRs
38%
162%
• Test 2–3 ad variations per campaign
• Let it run for at least 3 weeks
• Turn off what isn’t performing
1,240 blog subscriptions
(6% of total conversions)