Webinar: Best Practices to Succeed with LinkedIn Sponsored Content

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Since launching LinkedIn Sponsored Updates in July 2013, we have gathered insights on what works and doesn’t work for marketers. This webcast presents best practices to help you achieve success with your LinkedIn Sponsored Content campaigns.

You can expect to learn:

- Why more marketers are investing their marketing budgets into LinkedIn Sponsored Content
- How the newest feature, Direct Sponsored Content, is helping marketers drive increased performance
- What works -- and what doesn't -- when it comes to using LinkedIn Sponsored Content to reach professional audiences
- Best-in-class examples of success with Sponsored Content on LinkedIn

Start maximizing the ROI of your Sponsored Updates campaigns on LinkedIn today!

Watch the presentation here:
https://www.youtube.com/watch?v=hDj1ikD41K8

Published in: Marketing

Webinar: Best Practices to Succeed with LinkedIn Sponsored Content

  1. 1. Marketing Solutions #LinkedInContent Webinar: Best Practices to Succeed with LinkedIn Sponsored Content LinkedIn Confidential ©2014 All Rights Reserved
  2. 2. #LinkedInContent Deanna Lazzaroni Global Content & Social Media Marketing Manager LinkedIn Dial-in: 866-469-3239 Access Code: 926 370 258 Password: areyouin Twitter: @LinkedInMktg #LinkedInContent Selin Tyler Sr. Product Marketing Manager LinkedIn Welcome! LinkedIn Confidential ©2014 All Rights Reserved
  3. 3. #LinkedInContent Agenda Today  Why Content Marketing Matters  Overview of Sponsored Updates  Aligning to Marketing Objectives  Branding & Lead Gen Case Studies  Introducing Direct Sponsored Content  Best Practices to Boost Performance  Anatomy of Successful Content  Key Takeaways  Questions? LinkedIn Confidential ©2014 All Rights Reserved
  4. 4. #LinkedInContent Why does content marketing matter? LinkedIn Confidential ©2014 All Rights Reserved 4
  5. 5. Content Marketing is becoming one of the most effective ways for brands to engage with professionals #LinkedInContent ©2012 LinkedIn Corporation. All Rights Reserved. 5 78% of B2B buyers start their research with online search 90% of customers find custom content useful 67% of prospect interaction is occurring online, shortening the sales engagement Sources: SiriusDecisions, kapost.com/content-marketing-facts LinkedIn Confidential ©2014 All Rights Reserved
  6. 6. Members do much more on LinkedIn than job search 6X #LinkedInContent More engagement with content vs jobs BRANDS 3 MM Company Pages Company Updates THOUGHT LEADERS 300+ Influencers NEWS 1.3MM Publishers LinkedIn Today PEERS 1.5MM Groups Connections 6 LinkedIn Confidential ©2014 All Rights Reserved
  7. 7. Sponsored Content is an effective channel at each stage of the marketing funnel #LinkedInContent 7 Awareness & Interest KPIs Reach by Segment* Content Marketing Score* Brand Impact Studies * Metrics tracked and reported by LinkedIn LinkedIn Confidential ©2014 All Rights Reserved
  8. 8. Sponsored Content is an effective channel at each stage of the marketing funnel #LinkedInContent Consideration & Intent KPIs Reach by Segment* Click through rate* Company visits Page views/visit Time spent on site Bounce Rate 8 * Metrics tracked and reported by LinkedIn LinkedIn Confidential ©2014 All Rights Reserved
  9. 9. Sponsored Content is an effective channel at each stage of the marketing funnel #LinkedInContent 9 Evaluation/Purchase KPIs Clicks by Audience * Click through rate* Cost per click* Conversions Cost per lead * Metrics tracked and reported by LinkedIn LinkedIn Confidential ©2014 All Rights Reserved
  10. 10. Sponsored Content is an effective channel at each stage of the marketing funnel #LinkedInContent 10 Loyalty & Advocacy KPIs Shares* Likes* Company page follows* * Metrics tracked and reported by LinkedIn LinkedIn Confidential ©2014 All Rights Reserved
  11. 11. #LinkedInContent Is your content aligned to content marketing goals? LinkedIn Confidential ©2014 All Rights Reserved 11
  12. 12. Define your KPIs up front to optimize Keep it consistent Are you looking for engagement on LinkedIn? Organic + Sponsored Growth in website traffic? Organic: 20-30 per month Maximizing your reach within your target audience? Sponsored: 2-4 per week #LinkedInContent Pick winner content Tap into emotion, aim to inspire Best practice guides, industry trends, inside looks at your company 12 Branding & Thought Leadership LinkedIn Confidential ©2014 All Rights Reserved
  13. 13. Use a concise headline Pick winner content with a clear call to action Case studies, analyst reports, Highlight speakers, value of content eBooks, events, announcements Make sure your landing Make it timely page is optimized If you have an event to promote, For viewing content set your campaign live at least 4-6 For capturing leads effectively weeks before the event #LinkedInContent 13 Lead Generation LinkedIn Confidential ©2014 All Rights Reserved
  14. 14. #LinkedInContent Case Study: Adobe Sponsored Updates for Branding 14 Results • 50% more likely to agree that “Adobe is shaping the future of digital marketing” • 2.5x more likely to agree that Adobe’s Sponsored Updates “captured their attention” “With the ability to target specific audiences with relevant and contextual content, Sponsored Updates allowed us to reach the right audience on the right channel, ultimately helping to move the needle on a primary objective – to inform and educate marketers that Adobe is an industry leader in providing digital marketing solutions.” -- Adobe LinkedIn Confidential ©2014 All Rights Reserved
  15. 15. #LinkedInContent Case Study: Capgemini & Newscred Sponsored Updates for Thought Leadership 15 69% LinkedIn Shares 100,000 new followers “…The engagement has been unprecedented—nothing they had ever seen using traditional B2B marketing campaigns. Sponsored updates on LinkedIn have an engagement rate of 1.76%, which translates to over 3,000 new followers each week on their company page…” -- Newscred Results LinkedIn Confidential ©2014 All Rights Reserved
  16. 16. #LinkedInContent Case Study: HubSpot Sponsored Updates for Lead Generation Results • 400% more leads within their target audience than on other platforms "We have seen very high quality leads coming in from our sponsored updates on LinkedIn. Not only can we target the audience we want to, we can promote our best performing content. “ -- HubSpot 16 LinkedIn Confidential ©2014 All Rights Reserved
  17. 17. #LinkedInContent Introducing Direct Sponsored Content LinkedIn Confidential ©2014 All Rights Reserved 17
  18. 18. Target audiences in the feed without publishing on your Company Page with Direct Sponsored Content #LinkedInContent LinkedIn Confidential ©2014 All Rights Reserved 18 Personalize Customize your message to target each audience Test Variations of your content Control What gets published on your Company Page
  19. 19. With Direct Sponsored Content, you can test what works to boost performance #LinkedInContent LinkedIn Confidential ©2014 All Rights Reserved 19 Test your intro message Test your image Test your teaser text Test your headline
  20. 20. Content marketing is both an art and science: Take the guess work out of performance by testing #LinkedInContent LinkedIn Confidential ©2014 All Rights Reserved 20 Can you guess which one is a winner?
  21. 21. #LinkedInContent Here are some best practices to incorporate into your content strategy LinkedIn Confidential ©2014 All Rights Reserved 21
  22. 22. Anatomy of Successful Content #LinkedInContent LinkedIn Confidential ©2014 All Rights Reserved 22
  23. 23. #LinkedInContent BBVA Compass Industry: Financial Services Best Practices & Observations:  Image & mentions of recognized biz personalities  Includes thought provoking question at start  Uses numbers (12 Successful…)  Professional development related  Co-branding/ licensing from reputable third party LinkedIn Confidential ©2014 All Rights Reserved
  24. 24. #LinkedInContent Dell Industry: Technology Best Practices & Observations:  Include eye catching image  Uses “You” early to connect with the reader (If you’re ever…)  Offers value/advice to traveling professionals  CTA to encourage further reading  Owned destination is optimized for social sharing & engagement LinkedIn Confidential ©2014 All Rights Reserved
  25. 25. #LinkedInContent Dell Industry: Technology Best Practices & Observations:  Image & mentions of recognized biz personality  Related to an exclusive event  Relevant to professionals (inspiring talk on taking risks)  CTA to click for more  Drives to owned destination for additional consumption LinkedIn Confidential ©2014 All Rights Reserved
  26. 26. #LinkedInContent Allstate Industry: Financial Services Best Practices & Observations:  Unique & revealing content on an interesting subject  Practical benefit of reading  Image catches your attention  Relevant to AllState’s biz & customers (Auto Insurance)  Subtle visual branding  Owned content hub is rich with content & great UX LinkedIn Confidential ©2014 All Rights Reserved
  27. 27. #LinkedInContent Citi Industry: Financial Services Best Practices & Observations:  Start with a question  Use “You”  Use a stat or figure  Thumbnail image conveys topic  Snackable (3 Tricks…) for the busy professional  Explains what’s in it for them: “Improving your body language can lead to significant biz success…” LinkedIn Confidential ©2014 All Rights Reserved
  28. 28. #LinkedInContent Cybercoders Industry: Professional Services Best Practices & Observations:  Explicit call out of their target audience in content (CTO)  Very succinct – 75 characters  Directs the reader to action  Image includes a human face with relevant quizzical expression  Uses numbered list in link headline  Teases the post description LinkedIn Confidential ©2014 All Rights Reserved
  29. 29. #LinkedInContent And finally… Optimize LinkedIn Confidential ©2014 All Rights Reserved 29 Test Analyze Monitor
  30. 30. STEP 4: Optimize your landing page design for marketing goals: mobile, social and easy to capture leads. #LinkedInContent Key Takeaways to Drive Success: STEP 1: Choose content that best suits your marketing objectives. STEP 2: Utilize Direct Sponsored Content to remove the guesswork and A/B test your way to success. STEP 3: Create your copy with the audience in mind. Personalize to make your content most relevant. LinkedIn Confidential ©2014 All Rights Reserved 30
  31. 31. #LinkedInContent LinkedIn Confidential ©2014 All Rights Reserved 31 Check out these additional resources: http://lnkd.in/SUThoughtLeader http://lnkd.in/SULeadGen
  32. 32. #LinkedInContent LinkedIn Confidential ©2014 All Rights Reserved 32
  33. 33. #LinkedInContent 33 LinkedIn Confidential ©2014 All Rights Reserved

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