Written by George Cathcart, Social Lead at Threepipe Reply

1. MARKETING ON LINKEDIN:
WHAT WORKS
GEORGE CATHCART,
SOCIAL LEAD,
THREEPIPE REPLY

2. SETTING THE SCENE

3. THE FACEBOOK STACK DOMINATES UK USAGE
YOUTUBE
FACEBOOK
MESSENGER
WHATSAPP
INSTAGRAM
TWITTER
SNAPCHAT
LINKEDIN
PINTEREST 27%
80%
78%
60%
58%
47%
46%
27%
27%

4. LINKEDIN: THE MOST TRUSTED SOCIAL PLATFORM
Sources: https://foundationinc.co/lab/b2b-marketing-linkedin-stats/
675M 9Bn
Content
impressions per
week. 15x more
content impressions
than job posts
57%
Of sessions on
mobile devices.
63m unique mobile
users monthly.
Active monthly
users. Of those,
40% use LinkedIn
daily.
94%
Of B2B marketers
use LinkedIn as
content distribution
channel

5. LINKEDIN IS GROWING ACROSS VOLUME AND ENGAGEMENTS
30MILLIONTHERE ARE OVER PAGES ON LINKED IN
100%
MORE
ENGAGEMENTS
FROM MEMBERS
Y-O-Y
60%
MORE FEED VIEWS
Y-O-Y
50%
OF ALL B2B
INBOUND TRAFFIC
COMES FROM
LINKEDIN

6. LEVERAGING YOUR IMMEDIATE NETWORK PAYS
DIVIDENDS
60%
USERS ARE
MORE LIKELY TO
ENGAGE WITH A
COLLEAGUE THAN
OTHER CONNECTIONS
14X
EMPLOYEES ARE
MORE LIKELY TO SHARE
CONTENT FROM
EMPLOYERS VS OTHER
SOURCES

7. SETTING UP YOUR PRESENCE

8. BUILDING AN EFFECTIVE PRESENCE ON LINKEDIN
1. COMPLETE YOUR PAGE. Pages with complete information get 30% more weekly views
2. KNOW YOUR AUDIENCE/BUILD YOUR PLAN. Who are you trying to reach & what do you want them to do? Don’t set yourself up
to simply post vacuous or irrelevant content, or another post about pancake day. Map out the customer journey and plan your content to
drive the gears to move it along
3. BUILD A COMPELLING ORGANIC PRESENCE. Tell your brands story by posting engaging and relevant content regularly.
Companies that are engaged on social media are 40% more likely to be perceived as competitive compared to those who are not. Your
organic presence should always be the truest articulation of your brand and product offering
4. EXPAND YOUR REACH. Join relevant conversations tapping into trends and news. Companies that post weekly see a 2x lift in
engagement with their content
5. GIVE YOUR EMPLOYEES A VOICE. Empower your top employee voices to flex their industry expertise. Top publishers have seen an
average of 120% growth to Company Page followers
6. INCLUDE IMAGERY OR VIDEO IN YOUR POSTS WHENEVER POSSIBLE. Images typically result in a 2x higher comment rate.
Video gets 5x more engagement on LinkedIn
7. SET OUT YOUR STALL. With so many pages and brands on LinkedIn, make sure to signpost where your pages are and how people
can find them using affiliated pages

9. LINKEDIN GROUPS:
SHOUTING INTO AN EMPTY ROOM?

10. THOUGHT STARTERS FOR USING GROUPS WELL
There are a some instances where LinkedIn groups are effective, but for the most part the following should be taken into consideration
when determining if they should form part of your activity on LinkedIn:
• HOW BUSY/LOUD IS THE SPACE?
There are many groups with tens of thousands of members all organised around a niche or broad theme, but the numbers
can be deceptive. The larger the groups, the harder to cut through and the more people are simply not seeing the content
posted on there
• DOES YOUR SERVICE/PRODUCT NATURALLY REQUIRE ADDITIONAL SUPPORT OR DISCUSSION
For example, some SAAS or digital product businesses will provide technical support or otherwise, or you may have a
community of experts in the field who are predisposed to helping each other – an ‘owned’ group in this instance might
make a lot of sense
• DO YOU HAVE THE APPROPRIATE RESOURCES TO SUPPORT DISCUSSIONS?
Groups are great for answering queries, talking about trends or pertinent news or dealing with issues for customers but
that requires a resource investment that might be better placed in other channels
• ARE THERE COMMUNITIES/GROUPS ALREADY SET UP THAT YOU CAN ADD VALUE TO?
If you are simply looking for another space to publish content or drive lead generation, you’re better off simply using paid
placements. Groups are very quick to spot and ignore blatant commercial efforts, so if you’re not adding value – be it
around a point of view, help with issues, impartial advice etc. then it’s probably not worth doing

11. WHAT WORKS & WHAT DOESN’T

12. CONTENT THEMES THAT WORK WELL
READABLE
INFOGRAPHICS
(NOT JUST ICONS
AND STATS)

13. CONTENT THEMES THAT WORK WELL
PEOPLE & CULTURE
Multi-level signals:
staff retention,
talent acquisition,
business
reputation

14. CONTENT THEMES THAT WORK WELL
TREND
REMIXING

15. CONTENT MAXIMS TO LIVE BY
RESPECT THE LINE BREAK ELIPSIS
(3 LINES/~230 CHARACTER MAX)

16. CONTENT MAXIMS TO LIVE BY
USE CONSISTENT COLOUR PALLETES
The colour link between
the logo and the
creative helps the post
jumps out of the feed

17. CONTENT MAXIMS TO LIVE BY
PACE VIDEO APPROPRIATELY & DESIGN WITH SOUND OFF
Movement doesn’t
stop throughout
and transitions are
max 4 seconds long

18. CONTENT MAXIMS TO LIVE BY
LAY OFF THE HARD SELL
Build content around
transient links and lateral
hooks to build trust &
reputation on the things
that matter the most to
your organisation

19. EXAMPLES OF NON-OPTIMISED CONTENT
TOO MUCH COPY FORCES
AN ELIPSIS LINE BREAK
COPY IN IMAGE TOO
SMALL FOR MOBILE
LIGHT COLOURS BLEND
INTO FEED (FEED BLIND)

20. EXAMPLES OF NON-OPTIMISED CONTENT
TOO MUCH COPY FORCES
AN ELIPSIS LINE BREAK
PULL THROUGH IMAGE
FAILED

21. EXAMPLES OF NON-OPTIMISED CONTENT
TOO MUCH COPY FORCES
AN ELIPSIS LINE BREAK
POOR QUALITY IMAGE
BRANDED #HASHTAG

22. EXAMPLES OF NON-OPTIMISED CONTENT
TOO MUCH COPY FORCES
AN ELIPSIS LINE BREAK
POOR QUALITY IMAGE
BRANDED #HASHTAG

23. EXAMPLES OF NON-OPTIMISED CONTENT
COMPLETELY AND UTTERLY POINTLESS
DON’T
DO
THIS

24. WHY LINKEDIN IS EXPENSIVE

25. WHY LINKEDIN IS STILL EXPENSIVE…
(it depends on how you look at it)
4 – 8X TIMES HIGHER CPM THANK FACEBOOK
BETTER DATA
FOR
PROFESSIONS
HIGHER DEGREE
OF RELEVANCE
FOR
PROFESSIONAL
CONTEXT
AUDIENCE
TARGETING
ALREADY
NARROWED
BUT

26. PAID ON LINKEDIN AS FINAL PIECE OF THE PUZZLE
HYGIENE
PAGE SET-UP, SIGNPOSTING, PIXELS & FIRST PARTY DATA, CONTENT STRATEGY.
ADVOCATES
LEVERAGE YOUR NETWORK, ENCOURAGE ACTIVE SHARING, REWARD PARTICIPATION
PAID
DELIVER CONTENT TO TARGET AUDIENCES

27. THANK YOU