The Sophisticated Marketer's Guide to LinkedIn is a one-stop shop for everything a marketer needs to know about getting the most value from LinkedIn for themselves and their company. It's not an instruction manual, but more of a strategic guide full of interviews and tips from marketing thought leaders combined with expert insights from the LinkedIn Marketing Solutions team.

1. ​ Jon Lombardo
Content Marketing Lead
​ LinkedIn Marketing Solutions
The Sophisticated Marketer’s Guide to
LinkedIn – The Webinar
presents
​ Emma Hewage
Head of Marketing EMEA
​ LinkedIn Marketing Solutions

2. 1 of every 3
Professionals
on the Planet is
on LinkedIn

3. Jobs
Content
Content pages
receive 7X the
page views vs.
job pages.

4. The Definitive
Publishing Platform
Professional

5. 5
Not more content, more relevant content

6. ​41%
​of overall respondents say they would consider
ending a brand relationship because of irrelevant
promotions, and an additional 22% say they would
definitely defect from the brand.
RAGE AGAINST
IRRELEVANCE….
​41%44%

7. 7

8. 8
Repurpose Content
Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare

9. 9
​WAYS TO CREATE YOUR
BIG ROCK

10. 10
1
​Create the all-
encompassing guide
to whatever the hell
conversation you
want to own

11. Download the Sophisticated Marketer’s Guide to LinkedIn from emea.marketing.linkedin.com

12. 12

13. Take it Global

14. 14
2
​The “Hugh MacLeod”
Strategy—Write 5
relevant blogs then
roll them all together
Monday Tuesday Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach

15. The blog is the social media rug
that ties the room together.

16. The Blogging Food Groups
A steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake

17. 17
3
​Flip your case studies
on their heads—Turn
your bottom funnel case
studies into a collection
of “success stories”

18. 18
T u r n i n g Yo u r C o n t e n t I n t o
C o m p e l l i n g U p d a t e s

19. Your audience should always be at the center
of your content. This is about THEM, not YOU.
01 Call out your audience
02 Use the word “you”
03 Explain what’s in it for them
16

20. 6
Company Updates: Best Practices
Optimising Content
• Always ask, “why would my audience read
this?”
• Use concise and compelling
intros and headlines
• Ask compelling questions to involve the
target audience
• Include a clear call to action, regardless of
the objective
• Make sure your landing pages are
optimised for mobile traffic
Managing updates
• Plan your editorial calendar, but also react
to timely events
• Respond to comments regularly
• Consider keeping updates running through
the weekend
• Test to see what works with your audience
and then refine
Optimising visuals
• Always include an image, presentation, or video
• Ensure the thumbnail is relevant for external links

21. 21
When you need that extra push…

22. • Driving Brand Awareness
• Expanding Thought Leadership
• Generating Quality Leads
• Driving Event Registration
Sponsored Updates To Achieve Business Goals

23. Set up a test of different updates to reach different audiences.
Sponsored Update 1:
Targeted to CMOs
These insights can help you drive
transformational change to your business.
[link to white paper landing page with tracking tag 1]
Sponsored Update 2:
Targeted to Marketing Directors
Need to demonstrate the ROI of your
marketing efforts? These insights can help.
[link to white paper landing page with tracking tag 2]
Sponsored Update 3:
Targeted to Social Media Managers
Social media managers: Get the insights you
need to drive the engagement you want.
[link to white paper landing page with tracking tag 3]
Big Rock
Content
Example: B2B Marketing company XYZ has
recently launched a new piece of research
and is publishing updates to LinkedIn to drive
marketers to download it.

24. Use targeting on LinkedIn to deliver the right
message to the right person at the right time.
But be careful NOT
to over-target.
It’s important to reach everyone
who could influence a buying
decision, so cast a wide net and
then refine your
targeting preferences.

25. Sponsored Updates
Who’s Doing it Right?
• LinkedIn drove 400% more qualified leads than
any other paid lead generation platform during
the campaign period.

26. Sponsored Updates:
Who’s Doing it Right?
38% more leads than other social channels
65% lower cost per lead than other social channels

27. 27
Sponsored Updates:
Who’s Doing it Right?
• As a result of the brand exposure in the LinkedIn feed,
research confirmed that U.S. marketing executives
were 50% more likely to agree that Adobe can “shape
the future of digital marketing.”

28. Sponsored Updates:
Who’s Doing it Right?
Don’t bury the lead.
Concise intros (90-140 characters) are
more likely to result in higher
engagement.

29. 29
With Direct Sponsored Content, reach your target audience
directly in the feed without publishing on your Company Page
Personalise
Test
Control

30. 30
Personalise your message and offers to your target
audience to boost your performance

31. 31
Test and optimise your reach to the right audience
with the right message
66%higher CTR

32. 32
Sponsored InMails now reach members on mobile where
they most often check their messages
Reach mobile users
>50% of inbox views on mobile
80% higher open rate on mobile

33. Mobile is Accelerating Content
Consumption
9pm6pm3pm12pm9am6am

34. 70% of clicks from Sponsored
Updates will come from mobile.
Most important, make sure your landing page is mobile responsive—
otherwise you are wasting leads.
21

35. Marketo reports a £10 drop in CPL when
shortening a form from 9 fields to 5.
Only capture the information you absolutely need – this will help
with conversions, especially on mobile
21

36. “On the average, 5 times as many people read the headline as read the body copy.
When you have written your headline, you have spent eighty cents out of your dollar.”

37. The visual is the new headline!

40. Research shows that a picture
is really only worth 81.4 words,
on average.

41. SlideShare is a Platform for Visual
Content Marketing Thought Leadership

42. SlideShare for Lead Gen Kicks A**

43. Visual Kicks Text’s A**
328,000
Views!
Who’s Doing it Right?

44. Cross-channel Integration

45. Built in Lead Forms

47. What Does Success Look
Like?

48. 48
MQL
48
Turkey Slices (Non Gated)
Lead Capture
No Yes
RevenueSales
SDR
Sales Qualified?
BIG ROCK
(Gated)
Nurture
No
Yes

49. The Results Out of the Gate
34%
32%
15%
9%
6%
4%
Email
Blog
InMail
Direct/ SEO
Other
Display
AdWords 64%7%
7%
7%
6%
4%
2%
1%
1%
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France

50. 50
18,000% ROI

51. 51
How do you Know if Your Content Strategy is
Working?
Increased
referral traffic
Social
Engagement
Higher
quality leads

52. Trending Content
The Topics That Matter to Your Audience

53. 53
Content Marketing Score
Measure your brand’s influence
Score Benchmarking Recommendations
Measure your influence Compare to your peers How to improve

54. 54
Discover our Sophisticated
Marketer’s Series

55. 55
Demand GenContent Vertical Specific

56. 56
Thank You!
​Emma Hewage
Head of Marketing EMEA
​LinkedIn Marketing Solutions
​ Jon Lombardo
Content Marketing Lead
​ LinkedIn Marketing Solutions