1. Getting Started on LinkedIn

2. Meghan Galvin
Account Manager
Anna Dickens
Account Manager
2

3. 1 2 3 4LinkedIn
overview
Targeting
capabilities
Product
suite
Creating a successful
Sponsored Content
campaign
5 Sponsored
Content best
practices
6 Sponsored
InMail deep dive 7 Text Ad
deep dive 8 Q&A
TODAY’S AGENDA

4. LINKEDIN MARKETING SOLUTIONS’ MISSION
Be the most effective platform
for marketers to engage
with professionals
4

5. The largest global community of professionals
61M
senior-level
influencers
40M
decision makers
10.7M
opinion leaders
6.8M
C-level execs
22.8M
Mass Affluent
4.1M
IT decision makers
500M
professionals are on LinkedIn
5

6. The world’s professionals come to LinkedIn for knowledge
Industry News Expert Advice Professional Learning
Peer Insights Peer Recommendations 500+ Influencers
6

7. 7
And the mindset is markedly different
WorldAnimalDay
#charitytuesday
#TuesdayMotivation
#nbafinals
#awe2017
SuperBowl
Ryder Cup
Tyson Fury
Apple Store
NetFlix
Stranger Things
Louisiana Floods
Forbes
Women In Media
FlipBoard
Employee engagement
Integrated marketing
SageOne
Cloud computing
iPhone 7
Venture Capital
Internal communications
Investment Banking
Oracle Cloud
TRENDING TOPICS
BY SOCIAL MEDIA PLATFORM

8. PLANNING
8

9. LinkedIn ad targeting options
Reach qualified prospects with
targeting based on the professional profile
Company name Job title Member skills* Field of study
Based on skills, endorsements
and keywords in profile
Company industry Job Seniority* Member groups Degrees
derived from Job title
Company size Job function* Member age* Member Schools
derived from Job titlederived from Company Page
derived from Company Page
Derived by using the
earliest degree
Location Years of experience* Member gender*
derived from start year and
month of current roles
derived from Member name
9

10. Senior Program Manager within
Enterprise Businesses
Seniority: Senior IC+
Function:
Company Size: 500+
Geography: USA
IT, Engineering,
Program Management
TARGETING
CONSIDER TOM
TITLE
JOB FUNCTION
+SENIORITY
GROUPS
+SENIORITY
SKILLS
+SENIORITY
10

11. LET’S REVIEW
11

12. Name 3 ways of
targeting on LinkedIn.
POP QUIZ
12

13. THE
LINKEDIN
PRODUCT
SUITE
13

14. Sponsored Content Build customer relationships at every stage of the buyer’s
journey by targeting content to your most valuable
audiences wherever they spend their time.
Target your most valuable audiences
using accurate, profile-based,
first-party data
Reach your prospects anywhere:
Publish your content in the LinkedIn
feed and in high-quality placements
beyond, on mobile and desktop
Grow your business at every stage:
Drive quality leads, generate engagement,
and raise brand awareness
1
14

15. Easily create, manage and
optimize well-targeted,
customized campaigns in
just minutes — on a budget
that works for you.
LinkedIn Text Ads Generate quality leads with an easy, self-serve solution2
15

16. Drive engagement with premium audiences using
dynamically generated ads, powered by profile data,
customizable to meet your campaign objectives.
LinkedIn Dynamic Ads Personalize your creative to resonate with buyers3
16

17. Mobile-optimized design for
easy clicks
Real-time delivery ensures
timely reach
Uncluttered professional
context
Flexibility to tailor
your content
17
LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to
the people that matter most to your business
4

18. Anatomy of a
successful
Sponsored
Content
campaign
1
2
3
4
5
6
Campaign set up
Getting access to the business account
Prerequisites for a successful campaign
Monitoring the campaign
Optimizing
Measurement and KPIs
18

19. Anatomy of a
successful
Sponsored
Content
campaign
1 Prerequisites for a successful campaign
19

20. Extend your content’s reach
Reach both your organic
followers and a broader
audience using Sponsored
Content & Direct
Sponsored Content
Company Followers
LinkedIn Audience beyond
your Follower base
Reach your Company Followers with
Organic Updates.
Get your updates in front of more people
with Sponsored Content & DSC
20

21. VS
Direct Sponsored ContentSponsored Content
21

22. 2
LinkedIn is a Full Funnel Content Platform
22
REACH
NURTURE
ACQUIRE
Strangers
Readers
Subscribers
Leads
Opportunities
Customers
Advocates

23. 2
Decide what content to produce.
Pick content for the full marketing funnel.
Build trust first, then ask for contact information
o Infographics, blog posts, industry
trends, influencer content
o Best practice guides, case
studies, product news
o Research briefs, product reviews
and Comparisons, product tours,
analyst reports, whitepapers,
ebooks, webinars
o Newsletters, recommendations,
product demos, trials, tutorials
23
REACH
NURTURE
ACQUIRE

24. Program your content calendar
By posting several
updates simultaneously,
the algorithm would
optimize the delivery of the
content that performs best
WEEK 1 2 3 4 5
3-4 ads live at all times
Replace under-performing Ads
with new content about 1x/month
24

25. Note: If your image width is below 200px it will not display in the larger image format. Instead, images will appear as a thumbnail
on the left side of the post. Specs here.
• Visually Appealing
• Eye catching, works great on mobile
Anatomy of Sponsored Content
• Share information
• Educate
25
Link
Sharing
Embedded
Rich
Media

26. Anatomy of a
successful
Sponsored
Content
campaign
2 Getting access to the business account
1 Prerequisites for a successful campaign
3 Campaign set up
26

27. What you need to be able to sponsor content
Company page ADMIN (usually client)
grants DSC access
Business Account Manager (usually agency)
builds DSC and sponsors at the same time.
Direct Sponsored Content
27
1 2

28. What you need to set up a business account
*For more details on how to set up a Business Account, click here for instructions
Company page name
and URL
Input your credit
card details
Contacts who require access
to the business account:
name and profile URL
28
1 2 3

29. What you need to set up a campaign
Click create campaign button, and
select Sponsored Content
Name your campaign, pick your language, and
select the type of campaign you want to run
Create campaign
Choose your targeting Set up your budget and bids
29
1
3
2
4

30. CREATE AN
ACCOUNT
LIVE DEMO
30

31. CREATE A
CAMPAIGN
LIVE DEMO
31

32. Campaign set up: Budget
o Setting a Total budget helps you ensure you do not
overspend for a campaign
o Best for event-based campaigns with very specific budgets,
like webinars or in-person events
o For time-sensitive offers or events, suggest also including
an end date in addition to Daily Budget and Total Budget
o This is not a best practice, but can be useful if you need to
spend a set budget quickly, such as at the end of a quarter
o Removing Daily Budget means the campaign will deliver as
quickly as possible
o Setting a Daily budget helps you control the pace of your
campaign
o Ok to not include a Total Budget if you are running a
campaign that will be always on
o Best for evergreen content such as whitepapers, ebooks,
product tours
Daily
NO Total
Total
AND Daily
Total
NO Daily
Good
OK
32
Good
Let’s Take a Break!

33. Anatomy of a
successful
Sponsored
Content
campaign
2 Getting access to the business account
1 Prerequisites for a successful campaign
3 Campaign set up
4 Monitoring the campaign
33

34. Monitoring your campaign: High level
TIP: To check on your total
campaign spend to date, be
sure to choose “All Time” as
the date range and “All” for
your campaign status.
Selected Timeframe
applies to all reporting
View trending
metrics over time
Performance by
Campaign
34

35. Monitoring your campaign: Demographics & downloadable reports
Demographics Reports are
available for:
o Job Title
o Company Industry
o Job Seniority
o Job Function
o Company Size
o Location
o Country
Downloadable Reports Include:
o Campaign Performance
o Ad Performance
o Demographics
35

36. Anatomy of a
successful
Sponsored
Content
campaign
2 Getting access to the business account
1 Prerequisites for a successful campaign
3 Campaign set up
4 Monitoring the campaign
5 Optimizing
36

37. 3 Main levels of optimizations
Targeting
Content
Bids & Budget
37
1
2
3

38. Targeting
o If your campaign is under pacing
you should review your targeting
o Is the audience size large enough
to fulfill the campaign budget?
o Avoid hyper targeting as this can
exclude valuable audiences with
interest in your content
o Audiences smaller than 300,000
members are considered niche and
can prevent your daily budget
being reached
o Best practice is to set a broad
audience of 300,000+, then
optimize based on performance
38
1

39. Targeting
o After your campaign has
run for about a week,
use the Click demographics
to understand which
audiences are most
engaged
o You can use the Click
demographics data to
optimize your campaign
targeting
39
1

40. Bids
o If your campaign is under pacing you should
review your bid to confirm if it has been set
high enough to be competitive in the auction.
o Best practice is to set your bid rate $1 above
the top bid range. Bid prices can fluctuate
several times throughout the day so this will
enable you to consistently stay competitive.
o Remember the bid you enter is not always the
price you pay – 2nd price auction
o If you find your average price is too high you
can always go back & reduce this
o In addition to bidding, your Relevancy Score is
important to help you win the auction - which is
based on engagements on the platform. See
here for more details on the Auction and
Relevancy Score.
CPC
CPM
40
2

41. Bid types: CPC or CPM?
bid types are best for Direct
Response campaigns, when the
campaign objective is to have the
user complete an action. Since you
only pay when a user clicks on
your update.
bid types are best for Branding
campaigns, when the campaign
objective is to raise awareness
of a Brand. Since you only pay
when your update is rendered
in the newsfeed.
CPC CPM
Bids
41
2

42. Conversion tracking for LinkedIn advertising
Track performance
Track conversion events tied to your campaigns using
LinkedIn’s Insight Tag and Campaign Manager platform.
Monitor specific conversion actions including
downloads, sign-ups, registrations, and more.
Understand ROI
Measure the value you’re getting from your content
marketing on LinkedIn, including return on ad spend and
cost per conversion.
Optimize your results
Leverage in-platform conversion data to improve your
campaigns and drive results for your business.
42

43. LET’S REVIEW
43

44. 44
Name three ways to optimize
content campaigns.
POP QUIZ

45. 5 TIPS FOR
COMPELLING
CONTENT
IN THE
NEWSFEED
45

46. Tip 1: Invest in great images
Custom images generate higher engagement
46
TIP 1

47. Tip 1: Have a clear call to action
Don’t bury it in too much text!
TIP 2
Call to action “Register” outperformed “Join” on internal tests, and generated 165% more clicks.
VS.
47

48. Tip 1:Ask questions, make statements, use interesting facts
For Direct Sponsored Content, quotes outperformed stats, with a 30% increase in CTR.
VS.
48
TIP 3

49. Tip 1: More A/B testing
A/B test your headline and description text, 38% CTR* lift.
A
B
VS.
49
TIP 4

50. Tip 1: And have fun
Stand out. Top updates are entertaining.
VS.
50
TIP 5

51. CREATING
SPONSORED
INMAIL
CAMPAIGNS AND
BEST PRACTICES
51

52. What you need to set up an InMail campaign
Click create campaign button, and
select Sponsored InMail
Name your campaign, and pick your language
Create campaign
Enter name for InMail. Select yourself as a sender
or click “Add Sender” to select someone else.
Enter a Subject, Description and Message Text
for your InMail. Enter T&Cs if applicable.
52
1
3
2
4

53. What you need to set up an InMail campaign
Enter link and text for Call To Action,
and upload banner image
Choose your targeting
Set up your Daily Budget, Total Budget, Bids,
and Campaign Start Date and End Date
*For more details on Sponsored InMail setup instructions, click here for full guide
53
5 6
7

54. 54
SPONSORED
INMAIL BEST
PRACTICES

55. Top “Do”s
BEST PRACTICES CHEAT SHEET
Amplify and personalize
• Test to see what works with the
audience and then refine
• Be resourceful and use your
existing content by reworking it
to be conversational
• Be genuine
Optimizing content
• Clearly outline benefits to the
member for engaging with this
message
• Use concise, compelling
and conversational intros
• Include a concise call to action
and be clear about what the
member should do
• Make sure landing pages are
optimized for mobile traffic
Optimizing for relevance
• Ensure your message resonates
with your target audience
• Always ask, “why would the
audience read this?
• Use a sender with credibility and
relevance
55
1 2 3

56. Top “Don’t”s
• Avoid getting all details into the
message, your landing page
should do the educating
• Don’t have a call to action
that’s too long, it will get cut
off on mobile
• Using a closing salutation if
the message is coming from
a company
• Avoid mixed messaging. The
landing page should match the
call to action and message
• Your landing page should align
with your goal (e.g., PDF is not
ideal for conversions)
• Avoid content that sounds like a
brochure or infomercial
• Don’t cast too wide of a net (e.g.,
“You or a colleague may benefit
from this … ”)
• Avoid !!! and ALL CAPS
• Don’t overload message with
multiple calls to action,
focus on one action and building
trust
56
BEST PRACTICES CHEAT SHEET
Too much or too vagueHard-to-navigate websitePushy content
1 2 3

57. CREATING TEXT
AD CAMPAIGNS
AND BEST
PRACTICES
57

58. What you need to set up a Text Ads Campaign
Click create campaign button, and select Text Ads Name your campaign, and choose your language
Create campaign
Build out your posts.
o 50x50 Image
o 25 Character Headline
o 75 Character Description
Choose your audience, set your bids, and launch!
*For more details on Sponsored InMail setup instructions, click here for full guide
58
1
3
2
4

59. Text Ad best practices
59

60. Thank You

61. Create helpful, informative, and entertaining content
The “Helpful Advisor”
Sponsored
NetBrain Technologies
Document Your Network Free
Our experts. Our software.
Your network.
o When distributing content, such
as a whitepaper, write with the
tone of a personal advisor.
o Clearly explain how your
content will help your target
achieve professional success.
The “VIP Invitation”
Sponsored
Brooke Lloyd
VIP Program Business Briefing
By invitation only
o Make your audience feel special
by sending a personalized invite
to an “exclusive” event.
o Get your audience to react by
tailoring the content to their
interests.
The “Cliffhanger”
Sponsored
Heather Doshay
Job opportunities in NYC!
Get 5+ job offers in one week!
o Hook your audience by
communicating the value you
bring to their professional life.
o Tell your audience enough to
pique their interest but not so
much that they aren’t compelled
to learn more.
61

62. Keep subject lines short and impactful
Best performing subject
lines often use some of the
following key words:
1
2
3
4
5
Thanks
Exclusive invitation
Connect
Job opportunities
Join us
62

63. Address your target audience directly
To increase relevance:
o Customize the greeting with
the member’s name
o Refer to their job title
o Try using the word “you”
63

64. Give your message a unique and genuine voice
Use a strong visual
Enhance your message
but do not distract from it
Be concise, personal
and relevant
Keep your copy under 1000
characters and include a body link
64

65. Use clear calls to action (CTA)
Top InMail CTA keywords
1
2
3
4
5
Try
Register
Reserve
Join
Confirm
6 Download
65

66. Select a sender who is credible with your audience
Pick a sender who’s relevant
to your message
For example, if you have a
technical message, the
sender should be a director
of IT or a chief technology
officer, and not a VP of
marketing.
66

67. Address your target audience directly
To increase relevance:
o The copy is fewer than
1,000 characters
o The CTA is clear
o The landing page is optimized
for the small screen
67