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Live from LinkedIn: The Secret Sauce to Marketing on LinkedIn

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They say you shouldn’t share your house recipes with the world, but why wouldn’t we? We WANT you to replicate our success!

This deck brings together the minds of LinkedIn Marketing’s content, demand generation and ad operations teams to reveal the tactics the LinkedIn team uses to see a higher ROI from our ads - and how you can too. Discover:

- How we define objectives for marketing on our platform
- How we balance organic and paid
- What we’ve learned about targeting, testing and optimizing campaigns
- Our approach to bidding and budget management
- How we built an always-on content strategy

Published in: Marketing

Live from LinkedIn: The Secret Sauce to Marketing on LinkedIn

  1. 1. 1Feb 2017
  2. 2. 2 Alexandra Rynne Content Marketing Manager, LinkedIn Marketing Solutions Cassandra Clark Senior Marketing Manager, LinkedIn Marketing Solutions Gaurav Nihalani Campaign Manager, LinkedIn Marketing Solutions
  3. 3. 3 Campaign best practices Always be testing Using a multi-channel approach
  4. 4. People spend time on other social networks, but they invest time on LinkedIn. 4 92% of B2B marketers leverage LinkedIn over all other social platforms. 79% of B2B marketers view LinkedIn as an effective source for generating B2B leads. 46% of social media traffic coming to your company site comes from LinkedIn. 94% of all B2B marketers use LinkedIn to distribute content.
  5. 5. Why is all of this content so important? 5 9Bcontent impressions per week are delivered in the LinkedIn feed. 10pieces of content are consumed before a purchasing decision is made. 7.2M Company Pages are on LinkedIn.
  6. 6. Meeting your objectives 6 We keep our followers updated with product launches and feature enhancements. We encourage our own employees to share best practices to convert marketing success on LinkedIn. Brand Awareness
  7. 7. Meeting your objectives 7 We created a graphic with a quote featuring LinkedIn influencer, Brian Solis. Then we sponsored it and pinned it to the top of our LinkedIn Marketing Solutions Showcase Page. This Sponsored Content post drove 660 new blog subscriptions. (That’s 3% of total conversions.) Thought Leadership
  8. 8. Meeting your objectives 8 One of our evergreen pieces of content, The Sophisticated Marketer’s Guide to LinkedIn, continue to generate the highest number of downloads and the highest number of marketing qualified leads. Lead Generation
  9. 9. 9 Our unique approach to testing
  10. 10. LinkedIn Sponsored Content & Direct Sponsored Content 10 News Feed? Company Page? Direct Sponsored Content Showcase Page Updates News Feed? Company Page?
  11. 11. 11 Image tests An object versus a human B A
  12. 12. 12 Image Tests Background color B A
  13. 13. 13 Test variations in copy CTA test B A
  14. 14. 14 Test variations in copy Incorporating a stat B A
  15. 15. Character count test 15 B A
  16. 16. Test creative placement 16 B A
  17. 17. The kitchen sink test 17 B A
  18. 18. What we learned 18 People like images of people Use a background with visual interest Test different CTAs to see what works best for your audience Incorporate an interesting stat to drive interest Keep your update 150 characters or fewer Draw your reader’s eye
  19. 19. 3 Testing principles 19 Plan to run tests for at least 3 weeks Only test one variable at a time Keep bid rates the same when testing targeting
  20. 20. 3 of our finest testing tips 20 Run multiple creatives Create unique tracking parameters Set campaigns to “Rotate Variations Evenly” for testing
  21. 21. Our multi-channel approach 21
  22. 22. 22 Best practices Targeting
  23. 23. Targeting 23 Niche vs. expanded, wide-net approach Audience expansion
  24. 24. Driving personalization 24 Targeting by industry
  25. 25. Driving personalization 25 B A Targeting by titles & skills
  26. 26. Targeting best practices 26 Start campaign with broad targeting Align your content and targeting strategy Don’t be afraid to experiment Try audience expansion
  27. 27. Best practices: Bidding 27 Bidding within the suggested range results in maximizing your ROI. You may not win every auction this way but you do maximize the return on your spend. Bidding above the suggested range results in higher click-through and conversion rates. How do you determine your daily budget?
  28. 28. 28 Campaign management: Campaign naming Business line/product Reference to the marketing campaign title Geo/region Industry/function if the campaign is vertical specific A unique campaign ID that matches with our other channels At LinkedIn, we like to include the following in our campaign names: Campaign type (i.e., Webinar, whitepaper, etc.) A date range for the campaign timeframe “Product_CampaignName _CampaignType_ Geo_UniqueID” Here is an example of a campaign name:
  29. 29. 29
  30. 30. Creative best practices 30 Use rich media - 1200x627 image (text safe area: 1000x586) Create 3-4 different Sponsored Content images to test against each other within each campaign Feature short stats and quotes Keep copy on the creative to a minimum Make sure the imagery matches the messaging Move beyond stock photos Visual is the new headline
  31. 31. 31 Creative best practices Visual is the new headline
  32. 32. Repackaging your sauce 32
  33. 33. Measurement 33 LinkedIn conversion tracking Cost Per Lead Marketing Qualified Leads Sales Qualified Leads Marketing Impacted Pipeline Revenue Per Opportunity With conversion tracking, you can: Track leads from your LinkedIn ad campaigns Understand the ROI of your spend Optimize for results that matter most1 2 3
  34. 34. Setting up your conversion tracking 34 Select conversion tracking under Tools Create your insight tag by entering the URL you are tracking off of Copy and paste your insight tag in the footer of your website 1 2 3
  35. 35. Creating a conversion action 35
  36. 36. Adding conversion tracking to a campaign 36
  37. 37. LinkedIn conversion tracking 37
  38. 38. LinkedIn conversion tracking 38
  39. 39. Campaign checklist 39 Determine your objectives Visual is the new headline Always be testing Run tests for at least 3 weeks Keep bid rates the same when testing targeting Create unique tracking parameters Set campaigns to “rotate variations evenly” Start campaign with broad targeting Align your content and targeting strategy Try audience expansion Use LinkedIn Conversion Tracking Don’t be afraid to experiment
  40. 40. 40 Get the Secret Sauce Download
  41. 41. 41 Q&A

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