This document provides tips on how to optimize content and advertising on LinkedIn. It discusses how the LinkedIn algorithm works, focusing on engagement and contribution. It provides dos and don'ts for content optimization, including posting frequently, using varied formats, relevant hashtags, and engaging comments. It also discusses LinkedIn's Content Marketing Score, paid advertising strategies like matched audiences and lookalike audiences, and integrating marketing and sales. The overall summary is on optimizing content and advertising approaches on LinkedIn.

1. How to Win on LinkedIn
#FalconEd

2. Your Presenters.
#FalconEd
Casper Emil Rouchmann
Traffic Manager
Templafy
Rachel Kador
Email Marketing Executive
Falcon.io
@rkador | rachel.kador@falcon.io@CasperRouchmann | cer@templafy.com

3. #FalconEd
Algorithms & Content | Paid Ads | Q&A
Today’s Agenda.

5. #FalconEd
ALGORITHMS
& CONTENT
How to Win on LinkedIn - Part 1.

6. 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

7. 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).

8. 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.

9. Optimize Your Content
6 Do’s & Don’ts

10. ✅ 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: https://coschedule.com/

11. ✅ 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
✅

12. ✅ 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: http://www.theconversioncompany.com/
🛑

13. ✅ 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
🛑

14. ✅ 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
✅

15. ✅ Do
Sign up for LinkedIn Live: https://
www.linkedin.com/help/linkedin/ask/lv-app
🛑 Don’t
Just copy live videos from other platforms;
make sure it’s relevant content for LI.
#6
✅

17. 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.

18. 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?
⭐

19. 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.
⭐

20. PAID ADS
How to Win on LinkedIn - Part 2.
#FalconEd

21. 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)

22. !22
Strategic Considerations
/ Setup
01.

23. 23/07/2019!23
The only model you’ll ever need
Awareness
Interest
Decision
Action
Facebook
LinkedIn
Twitter
Organic (SEO)
Google Ads
Retargeting
Landingpage

24. 23/07/2019!24
Always-On Campaigns Account
Based
Marketing
(ABM)
The Pillar Foundation

25. !25
Matched
Audiences 101
02.

27. • 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

28. • Your list should
look something
like this:
23/07/2019!28
Example: Excluding your own customers

29. 23/07/2019!29
Start excluding!
#SavingMoney –
Simple.

30. • Combine cheap traffic + LinkedIn
• Display Ads from Google
• Bing
• Yahoo
• Native Ads (Outbrain, Taboola)
23/07/2019!30
2) The Filtering Hack

31. • Setup Google Trends / Mention for compelling
events
• Fusions
• Rebranding process
• Forbes reports
23/07/2019!31
3) Compelling Events

32. • 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 Discover.org, but you can also use DataNyze or similar tools
23/07/2019!32
4) Technology based targeting

33. 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)

34. 23/07/2019!34
You get a list like the one below:

35. 23/07/2019!35
Huge audience – let’s filter it

36. • 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

37. !37
Integrating Sales with
Marketing
03.

38. • 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?

39. 23/07/2019!39

42. 23/07/2019!42

43. !43
‘New Feature’:
Look-A-Like Audiences
04.

44. 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.)

45. !45
Rapid-Fire Session: Small list of
Do’s / Don’ts
05.

46. • 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

47. • 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

48. 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

49. • 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!

50. 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.)

51. 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

52. !52
Competitor Ad Look-up
06.

53. 23/07/2019!53

54. #FalconEd

55. Up Next: August 22
Setting up a Strong Global-To-Local
Social Media Strategy
ft. CEMEX
#FalconEd

56. • How the LinkedIn Algorithm Works in 2019 (Falcon.io 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.

57. @falconIOfalcon.io welcome@falcon.io