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Webinar: How to Win on LinkedIn


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LinkedIn is often overlooked or misunderstood, especially by brands who may not sit comfortably in LinkedIn’s bread and butter industries. But LinkedIn is ripe with potential—for those who understand how the algorithm works and how to make it work for them.

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Webinar: How to Win on LinkedIn

  1. 1. How to Win on LinkedIn #FalconEd
  2. 2. Your Presenters. #FalconEd Casper Emil Rouchmann Traffic Manager Templafy Rachel Kador Email Marketing Executive @rkador | |
  3. 3. #FalconEd Algorithms & Content | Paid Ads | Q&A Today’s Agenda.
  4. 4. #FalconEd ALGORITHMS & CONTENT How to Win on LinkedIn - Part 1.
  5. 5. What we’re talking about when we say LinkedIn Algorithm. • How LinkedIn ranks and priorities content on its newsfeed • Primarily concerns native & organic content • Combination of three things: automated processing, moderator reviews, & network engagement
  6. 6. What the newsfeed displays. Posts from available content pool, such as: • People in your network • Groups you are a part of • Companies and hashtags you follow • Content that people in your network have engaged with Ranked according to relevancy, meaning: • The value to the member, ie. anticipated relevancy based on content and historical engagement • Initial engagement from primary and secondary network members Plus a lot of sponsored content (we’ll get to that later).
  7. 7. On LinkedIn… Engagement > Recency. Recently, this has led to LinkedIn power users: meaning just 1% of users were contributing almost all viral content at the end of 2018. But that might be changing. A recent update to the algorithm* (June, 2019) now favours “contribution” and “community-building,” meaning you have a better chance than ever of getting attention. *LinkedIn is constantly updating its algorithm, but doesn’t necessarily advertise those updates.
  8. 8. Optimize Your Content 6 Do’s & Don’ts
  9. 9. ✅ Do Post frequently, including in the evenings and on the weekends — use your own analytics to find the right times for your audience. 🛑 Don’t Post every day at the same time; LinkedIn prioritizes what it sees as “organic” posting behavior. #1 Source:
  10. 10. ✅ Do Use varied content formats to best suit your message (text, LinkedIn articles, native videos, etc). 🛑 Don’t Use “stupid” content, ie. YouTube videos or links to external articles. #2 ✅
  11. 11. ✅ Do Use professional, relevant hashtags — ideally no more than 3, and niche is better than broad. 🛑 Don’t Use too many or too obscure hashtags. Leave the #weird tags for Twitter and keep anything #nsfw off LinkedIn. #3 Source: 🛑
  12. 12. ✅ Do @ people in your company, your network, and your industry (not too many at once). 🛑 Don’t Spam people with irrelevant or self- promotional content. #4 🛑
  13. 13. ✅ Do Engage people in the comments and @mention more people there. 🛑 Don’t Ignore, or worse, delete comments, even if they disagree with your post. #5 ✅
  14. 14. ✅ Do Sign up for LinkedIn Live: https:// 🛑 Don’t Just copy live videos from other platforms; make sure it’s relevant content for LI. #6 ✅
  15. 15. A quick intro to LinkedIn’s Content Marketing Score A score that quantifies the impact of your content within your audience and shows how you compare to your top competitors. It is both a reflection of your current performance and a factor in future post performance.
  16. 16. Composed of four factors: 1.Content
 How effective is the quality, relevancy, and frequency of content posted through your company page? 2.Influencers, Partnerships & Employees
 How many likes, comments, and shares do your posts get from influencers, partners, and employees, respectively? 3.Employee Shares
 How much are your employees engaging with your company page, either via content interaction or by mentions? 4.Paid Efforts
 How much and how effectively are you using LinkedIn paid products? ⭐
  17. 17. Top 10 Industries Average Content Marketing Score Making the Content Marketing Score work for you. 1. Benchmark performance: track your score over time to measure the effectiveness of your combined efforts and get a big picture view. 2. Monitor the competition: keep an eye on which of your competitors are performing well, and where opportunities lie. 3. Develop more effective campaigns: by understanding the key success factors, you can devise much stronger campaigns and rollout strategies. 4. Stretch your ad budget: pages with a high score will have more cost-effective paid campaigns. Contact your LinkedIn account manager to get your score. ⭐
  18. 18. PAID ADS How to Win on LinkedIn - Part 2. #FalconEd
  19. 19. 23/07/2019!21 Templafy – Context Every day employees produce thousands of documents, presentations and emails. But they don’t always use the latest company standards. This is what we call - Document Anarchy Ideal target audience: • Enterprises with 500+ employees • Senior marketing employees (esp. Brand Managers) • Senior IT employees (keywords: Digital transformation)
  20. 20. !22 Strategic Considerations / Setup 01.
  21. 21. 23/07/2019!23 The only model you’ll ever need Awareness Interest Decision Action Facebook LinkedIn Twitter Organic (SEO) Google Ads Retargeting Landingpage
  22. 22. 23/07/2019!24 Always-On Campaigns Account Based Marketing (ABM) The Pillar Foundation
  23. 23. !25 Matched Audiences 101 02.
  24. 24. • Why are they important? • Stop wasting money on people we have already sold to • Stop wasting money on the wrong users (your own employees, competing product suppliers etc.) • You can exclude based on contacts (emails), or company names. Be creative. 23/07/2019!27 1) LinkedIn – Exclusions
  25. 25. • Your list should look something like this: 23/07/2019!28 Example: Excluding your own customers
  26. 26. 23/07/2019!29 Start excluding! #SavingMoney – Simple.
  27. 27. • Combine cheap traffic + LinkedIn • Display Ads from Google • Bing • Yahoo • Native Ads (Outbrain, Taboola) 23/07/2019!30 2) The Filtering Hack
  28. 28. • Setup Google Trends / Mention for compelling events • Fusions • Rebranding process • Forbes reports 23/07/2019!31 3) Compelling Events
  29. 29. • Wouldn’t it be cool if we could target people who use a specific technology? • We can – and it’s surprisingly simple. • It doesn’t work in 100% of the cases, but it is extremely powerful • What do you need? A good B2B marketing/sales intelligence program. • I’ve been using, but you can also use DataNyze or similar tools 23/07/2019!32 4) Technology based targeting
  30. 30. 23/07/2019!33 Do an advanced search based on technology being used by companies in the database (In this example, I am using Salesforce as a reference point)
  31. 31. 23/07/2019!34 You get a list like the one below:
  32. 32. 23/07/2019!35 Huge audience – let’s filter it
  33. 33. • I usually recommend an audience of around 100.000-150.000 people • And my favorite filters (for Templafy) are: • Job function • Seniority • Company size • Now you can make ads that specifically focus on the fact that they’re using a specific product. • (This campaign gave us one of our lowest cost pr. leads ever) 23/07/2019!36 Now use the natural power of LinkedIn + highly relevant content
  34. 34. !37 Integrating Sales with Marketing 03.
  35. 35. • Your Sales/BDR teams are aiming for specific people • Your Marketing people are aiming for specific people • But it’s quite hard to ensure that you’re hitting the same people 23/07/2019!38 The Problem?
  36. 36. 23/07/2019!39
  37. 37. 23/07/2019!42
  38. 38. !43 ‘New Feature’: 
 Look-A-Like Audiences 04.
  39. 39. 23/07/2019!44 The power of LinkedIn is in the data. Which means we must be smart with our LAL’s: • Pool audiences – use the best placements, and interests from your website • Use good audiences as the baseline (customers, perfect fit prospects etc.) • Remember: Apply normal filters beyond this • (Company size, seniority, country etc.)
  40. 40. !45 Rapid-Fire Session: Small list of Do’s / Don’ts 05.
  41. 41. • Facebook ‘punishes’ you for using text in images – • the typical work-around for this is to use videos with text boxes (also works well on LinkedIn) • LinkedIn doesn’t do that. • So go nuts. 23/07/2019!46 Do: Use Text in Ad Images
  42. 42. • Our learnings from Lead Gen Forms, has shown us that: • Lowest cost pr. lead of all format types • Low conversion from sign-up to actual meeting • Solution: • A personalized nurture flow 23/07/2019!47 Do: Lead Generation Forms + Nurturing
  43. 43. 23/07/2019!48 Do: Lead Generation Forms + Nurturing (cont.) • Fully automated (HubSpot / Zapier / Salesforce / Drift / TwentyThree) • Personalized based on: • Job title/ Job Function (IT/Marketing) • Company • Name • Industry
  44. 44. • Mute is the default volume setting for most social media platforms • Result = most users watch your video without actually turning on the audio (90%+!!!) 23/07/2019!49 Do: Video – but remember subtitles!
  45. 45. 23/07/2019!50 Do: Use Skills for Targeting Sometimes job titles / functions, don’t describe what people actually do Combine it with other filters, so you’re sure to get the right people (company size, seniority etc.)
  46. 46. The power of LinkedIn comes from their platform / data … the above messes with exactly that. 23/07/2019!51 Don’t: Enable Audience Expansion / Audience Network
  47. 47. !52 Competitor Ad Look-up 06.
  48. 48. 23/07/2019!53
  49. 49. #FalconEd
  50. 50. Up Next: August 22 Setting up a Strong Global-To-Local Social Media Strategy ft. CEMEX #FalconEd
  51. 51. • How the LinkedIn Algorithm Works in 2019 ( Guide) • Community-Focused Feed Optimization (LinkedIn update, June 2019) • What's in your LinkedIn feed: People You Know, Talking About Things You Care About (LinkedIn update, June 2019) Useful Resources.
  52. 52.