SlideShare a Scribd company logo
Five Steps for Supercharging your
Economic Development
Andrew Philips
US Economic Development Lead
LinkedIn Marketing Solutions
Your Presenters
Tori Simms
Account Executive, Government and Advocacy
LinkedIn Marketing Solutions
LinkedIn is the most-utilized social
network by EDO executives, site
selection consultants and business
executives.
Who’s Using LinkedIn?
7+ National or Provincial Governments | 30+ US States | 150+ Local and Regional EDOs
• How to set up your Pages for success
• Utilize free LinkedIn tools
• Creating great EDO content in 5 minutes
• Keys to great audience targeting on LinkedIn
• Plan and launch your campaign
Agenda
#1: Own Your LinkedIn Presence
How to leverage the LinkedIn ecosystem
SPONSORED UPDATES/DIRECT
SPONSORED CONTENT
SPONSORED
INMAIL
EMPLOYEE
PROFILES
PAGES
SLIDESHARE
AFFILIATE PAGES
LONG-FORM
POSTS
ORGANIC PAID
7 WONDERS OF THE LINKEDIN CONTENT WORLD
SPONSORED
UPDATES/DIRECT
SPONSORED CONTENT
SPONSORED
INMAIL
EMPLOYEE
PROFILES
COMPANY PAGE
SLIDESHARE
SHOWCASE PAGE
EMPLOYEE /
INFLUENCER
POSTS
ORGANIC PAID
LINKEDIN PAGE
7 WONDERS OF THE LINKEDIN CONTENT WORLD
SPONSORED
UPDATES/DIRECT
SPONSORED CONTENT
SPONSORED
INMAIL
EMPLOYEE
PROFILES
COMPANY PAGE
SLIDESHARE
SHOWCASE PAGE
EMPLOYEE /
INFLUENCER
POSTS
ORGANIC PAID
CTA:
LINKEDIN PAGE
12
7 WONDERS OF THE LINKEDIN CONTENT WORLD
SPONSORED
UPDATES/DIRECT
SPONSORED CONTENT
SPONSORED
INMAIL
EMPLOYEE
PROFILES
COMPANY PAGE
SLIDESHARE
SHOWCASE PAGE
EMPLOYEE /
INFLUENCER
POSTS
ORGANIC PAID
Organic:
COMPANY PAGE
7 WONDERS OF THE LINKEDIN CONTENT WORLD
SPONSORED
UPDATES/DIRECT
SPONSORED CONTENT
SPONSORED
INMAIL
EMPLOYEE
PROFILES
COMPANY PAGE
SLIDESHARE
SHOWCASE PAGE
EMPLOYEE /
INFLUENCER
POSTS
ORGANIC PAID
Organic:
COMPANY PAGE
15
Best-in-Class LinkedIn Pages
7 WONDERS OF THE LINKEDIN CONTENT WORLD
SPONSORED
UPDATES/DIRECT
SPONSORED CONTENT
SPONSORED
INMAIL
EMPLOYEE
PROFILES
COMPANY PAGE
SLIDESHARE
SHOWCASE PAGE
EMPLOYEE /
INFLUENCER
POSTS
ORGANIC PAID
Organic:
EMPLOYEE PROFILES
Want more?
aphill@linkedin.com
#2: Place LinkedIn’s Insight Tag
Industry Demographics 1/18-3/18, State-Level EDO
Job Title Demographics 6/18-12/18, Regional EDO
https://business.linkedin.com/marketing-solutions/website-demographics
#3: Simple, Effective Content
7 WONDERS OF THE LINKEDIN CONTENT WORLD
SPONSORED
UPDATES/DIRECT
SPONSORED CONTENT
SPONSORED
INMAIL
EMPLOYEE
PROFILES
COMPANY PAGE
SLIDESHARE
SHOWCASE PAGE
EMPLOYEE /
INFLUENCER
POSTS
ORGANIC PAID
Content:
Organic & Paid
SPONSORED
UPDATES/DIRECT
SPONSORED CONTENT
But I don’t have content!
• 3rd-Party Sources
• Your Own Website
• Your broader team’s
presence
23
24
Easy Content Tip #1: Steal Someone’s Work!
3rd-Party Rankings & Endorsements
Why 3rd party sources?
• Easy content creation (copy/paste).
• The power of trust & social proof combined
with LinkedIn.
• They will force you to stop sounding like
everyone else!
25
Easy Content Tip #2: Your Website!
26
With the second lowest cost of doing business nationally,
thousands of businesses are choosing #RHSC
Easy Content Tip #3: Your Team!
27
Possible Content Sources
• LinkedIn posts: not just long-form content
• Blogs and newsletters
• Essays, Op-Eds, Speeches, Videos from
state/local leaders, business executives.
28
A note about video…
If you have a phone, you have content!
29
#4: Targeting on LinkedIn
PROFILE DATA
SCHOOL
GRADUATION
GROUPS
A MEMBER’S PROFILE
LOCATION
DEGREE
JOB TITLE
FIELD OF STUDY
COMPANY
SKILLS
NAME
AGE
GROUPS
IP ADDRESS
FUNCTION, SENIORITY
SIZE, INDUSTRY
SKILLS
University of Cambridge
Class of 2011 = 29 years old
CMA, LEWIS, Social Tools
London, UK
Bachelor of Arts
Sr. Marketing Manager = Marketing Function + Sr. IC Seniority
Communications
Simply Measured, 51-200, Industry
SEO, Social Media, Digital Marketing, Blogging
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
32
LinkedIn ad targeting options
Pro Tip: Start with Location, Industry, Seniority, Company Size and Job
Function, NOT Job Title
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
33
Seniority = “VP, Director,
Partner, CXO, Owner”
Job Title: “Vice President,
Director, Partner, Chief
Executive Officer, Owner”
20M Members 13M Members
The Problem with Job Title Targeting
Example: US Tech & Internet Execs
37
Targeting Suggestions
• Retargeting Website Visitors
• Site Selectors & Real Estate Pros who advise in
relocation decisions (Skills)
• School Targeting for professionals who graduated
from area universities.
• Arts and Entertainment
• Business and
Management
• Careers and
Employment
• Finance and Economy
38
Introducing….Interest Targeting
• Marketing and
Advertising
• Science and
Environment
• Society and Culture
• Technology
39
Interest can be explicit such as content
consumption, liking, commenting, or
sharing
...or topics and pages a member
follows
#5: Plan and Launch
Bids, Budget, Flighting
Recommendation:
$200+ per day
Bids, Budget, Flighting
• Automated Bidding: Set
and forget, less control
over bid limits.
• Max CPC/CPM:
Important to be on the
high end early on to
improve Relevancy
Score.
1. Frequency – we have a built in FC of 4 unique posts per 48 hours. Take advantage of this by
including at least 3-4 variations of content in your creative rotation (don’t over-think what a
“variation” means)
2. Audience Targeting – experiment with several targeting tactics to see if there are clear leaders
(three to four, if possible). This will create scale and improve campaign performance.
3. Creative – Try to keep text to 150 characters or less to avoid truncation across most devices (this
includes the click through URL). And 70 characters or less for Title (Link Sharing).
Tips for Distributing Great Sponsored Content
vs
Questions?
One last thing…
©2015 LinkedIn Corporation. All Rights Reserved.
Appendix: Targeting Screenshot
Appendix: Materials
New Pages Experience: https://business.linkedin.com/marketing-
solutions/blog/linkedin-news/2018/introducing-the-new-linkedin-pages
LinkedIn Marketing Solutions: All ads, formats, specs, etc:
https://business.linkedin.com/marketing-solutions
Webinar with Tennessee: https://business.linkedin.com/marketing-
solutions/webinars/17/08/linkedin-for-economic-development-organizations-live-
webinar

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Five Steps for Supercharging Your Economic Development Marketing in 2019

  • 1. Five Steps for Supercharging your Economic Development
  • 2. Andrew Philips US Economic Development Lead LinkedIn Marketing Solutions Your Presenters Tori Simms Account Executive, Government and Advocacy LinkedIn Marketing Solutions
  • 3.
  • 4. LinkedIn is the most-utilized social network by EDO executives, site selection consultants and business executives.
  • 5. Who’s Using LinkedIn? 7+ National or Provincial Governments | 30+ US States | 150+ Local and Regional EDOs
  • 6. • How to set up your Pages for success • Utilize free LinkedIn tools • Creating great EDO content in 5 minutes • Keys to great audience targeting on LinkedIn • Plan and launch your campaign Agenda
  • 7. #1: Own Your LinkedIn Presence
  • 8. How to leverage the LinkedIn ecosystem SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES PAGES SLIDESHARE AFFILIATE PAGES LONG-FORM POSTS ORGANIC PAID
  • 9. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID LINKEDIN PAGE
  • 10. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID CTA: LINKEDIN PAGE
  • 11. 12
  • 12. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID Organic: COMPANY PAGE
  • 13. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID Organic: COMPANY PAGE
  • 15. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID Organic: EMPLOYEE PROFILES Want more? aphill@linkedin.com
  • 16. #2: Place LinkedIn’s Insight Tag
  • 18. Job Title Demographics 6/18-12/18, Regional EDO
  • 21. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID Content: Organic & Paid SPONSORED UPDATES/DIRECT SPONSORED CONTENT
  • 22. But I don’t have content! • 3rd-Party Sources • Your Own Website • Your broader team’s presence 23
  • 23. 24 Easy Content Tip #1: Steal Someone’s Work! 3rd-Party Rankings & Endorsements
  • 24. Why 3rd party sources? • Easy content creation (copy/paste). • The power of trust & social proof combined with LinkedIn. • They will force you to stop sounding like everyone else! 25
  • 25. Easy Content Tip #2: Your Website! 26 With the second lowest cost of doing business nationally, thousands of businesses are choosing #RHSC
  • 26. Easy Content Tip #3: Your Team! 27
  • 27. Possible Content Sources • LinkedIn posts: not just long-form content • Blogs and newsletters • Essays, Op-Eds, Speeches, Videos from state/local leaders, business executives. 28
  • 28. A note about video… If you have a phone, you have content! 29
  • 29. #4: Targeting on LinkedIn
  • 30. PROFILE DATA SCHOOL GRADUATION GROUPS A MEMBER’S PROFILE LOCATION DEGREE JOB TITLE FIELD OF STUDY COMPANY SKILLS NAME AGE GROUPS IP ADDRESS FUNCTION, SENIORITY SIZE, INDUSTRY SKILLS University of Cambridge Class of 2011 = 29 years old CMA, LEWIS, Social Tools London, UK Bachelor of Arts Sr. Marketing Manager = Marketing Function + Sr. IC Seniority Communications Simply Measured, 51-200, Industry SEO, Social Media, Digital Marketing, Blogging
  • 31. 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 32
  • 32. LinkedIn ad targeting options Pro Tip: Start with Location, Industry, Seniority, Company Size and Job Function, NOT Job Title 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 33
  • 33. Seniority = “VP, Director, Partner, CXO, Owner” Job Title: “Vice President, Director, Partner, Chief Executive Officer, Owner” 20M Members 13M Members The Problem with Job Title Targeting
  • 34. Example: US Tech & Internet Execs
  • 35.
  • 36. 37 Targeting Suggestions • Retargeting Website Visitors • Site Selectors & Real Estate Pros who advise in relocation decisions (Skills) • School Targeting for professionals who graduated from area universities.
  • 37. • Arts and Entertainment • Business and Management • Careers and Employment • Finance and Economy 38 Introducing….Interest Targeting • Marketing and Advertising • Science and Environment • Society and Culture • Technology
  • 38. 39 Interest can be explicit such as content consumption, liking, commenting, or sharing ...or topics and pages a member follows
  • 39. #5: Plan and Launch
  • 41. Bids, Budget, Flighting • Automated Bidding: Set and forget, less control over bid limits. • Max CPC/CPM: Important to be on the high end early on to improve Relevancy Score.
  • 42. 1. Frequency – we have a built in FC of 4 unique posts per 48 hours. Take advantage of this by including at least 3-4 variations of content in your creative rotation (don’t over-think what a “variation” means) 2. Audience Targeting – experiment with several targeting tactics to see if there are clear leaders (three to four, if possible). This will create scale and improve campaign performance. 3. Creative – Try to keep text to 150 characters or less to avoid truncation across most devices (this includes the click through URL). And 70 characters or less for Title (Link Sharing). Tips for Distributing Great Sponsored Content vs
  • 45. ©2015 LinkedIn Corporation. All Rights Reserved.
  • 47. Appendix: Materials New Pages Experience: https://business.linkedin.com/marketing- solutions/blog/linkedin-news/2018/introducing-the-new-linkedin-pages LinkedIn Marketing Solutions: All ads, formats, specs, etc: https://business.linkedin.com/marketing-solutions Webinar with Tennessee: https://business.linkedin.com/marketing- solutions/webinars/17/08/linkedin-for-economic-development-organizations-live- webinar