The document outlines trends from 2015 for LinkedIn marketing, including the effectiveness of using video, humor, memes and visuals. It then discusses optimizing direct sponsored content campaigns through A/B testing, strong calls to action, concise and mobile-optimized copy, and republishing top-performing content. Finally, it previews upcoming product roadmap items for 2016 like saving targeting, increasing creative limits, bulk uploading targets, and restarting completed campaigns.

1. 1
Eimear Broderick
Account Manager
LinkedIn Marketing Solutions
Serena Polverino
Content Campaign Strategist
LinkedIn Marketing Solutions
S U O P T I M I S A T I O N

2. Today’s Agenda
Trends from 20151
Direct Sponsored Content2
Optimising your campaigns3
Product roadmap 20164

3. A L O O K B A C K A T T R E N D S
F R O M 2 0 1 5

4. Trend One:
Video
What are you trying to convey? If your story has a strong visual component, video may be the
best way to get your message across. However, business videos don’t have to be stiff. People
watch video to learn, to be inspired, and to be entertained.
This video series promoted by Air Canada is visually appealing, and inspires would-be travellers
with a behind-the-scenes look at their all-important food service.

5. Humour in B2B
Leadership advice articles can be a dime a dozen on LinkedIn. Intel’s decision to lighten the
tone of theirs through humour was an incredibly effective tactic that helped their post stand
out and earn a spot as one of the top sponsored updates of the year.
Trend Three:

6. Memes
One sees memes being used on all social platforms, but it is less common on LinkedIn, where
companies tend to be more conservative. Don’t forget that professionals are human too, and
that a light and fun tone can stand out easily in a news feed full of serious advice and industry
articles.
Trend Two:

7. More Visuals, Please!
The brain processes images faster than text, so the image used in your update will be your first
impression. GE has long been known for their visual branding. The image in this update is awe-
inspiring and makes scrolling through a news feed a more interesting and rewarding
experience.
Trend Four:

8. CONTENT BUDGET TARGETING BID
1 2 3 4
4 L E V E R S O F O P T I M I S A T I O N

9. 9
Optimise to the best performing updates
Learn more about your audience
W H Y A / B T E S T ?
Improve campaign ROI

10. ©2012 LinkedIn Corporation. All Rights
Reserved.
10
Teaser Text
Description
Text
Headline
(bolded)
Customisable
Image
Company Logo
Company Name
The Anatomy of a Sponsored Update

11. Direct Sponsored Content appears in the LinkedIn feed, But is
hidden from the Company Page
Sponsor any
content directly in
your target
audience’s feed
Great for localised
language targeting
A/B Testing
Headlines, Images
or CTAs
Must have page
admin rights or DSC
access

12. Have a Strong Call to Action
Make an Announcement!
Call to Action
Ask a Question
?

13. D I R E C T S P O N S O R E D C O N T E N T
D E M O

14. Lesson #1: Be Concise
156%
CTR*
lift

15. Lesson #2: Invest In Strong Images
 Processed 60,000x faster than words
 Pair links / photos
 Use infographics / big + small
 Leverage videos and Slideshare

16. Lesson #3: Optimise for Mobile
 Ensure intro copy is fewer than 90 characters or
eliminate it all together
Get to the point / don’t bury the hook
 Have a clear CTA
 Consider mobile landing page and UX

17. Invest 80% of budget on your best performing updates2
Strategise your campaign set up3
4 Republish best performing content with new copy and image
Best Practice with Content Management
1 Always run 3-4 pieces of content per audience

18. Produce Content Waves for Longer Campaigns
Wave1
Wave2
Wave3
Wave4

19. P R O D U C T R O A D M A P
F O R 2 0 1 6

20. Product Roadmap for 2016
Save your targeting!1
Increasing the creative limit in campaign2
Bulk uploader of targeting from excel3
Restarting completed campaigns4

21. T H A N K Y O U
Marketing Solutions Blog
http://marketing.linkedin.com/blog/
Adspecs
http://adspecs.liasset.com