Learn from your peers and maximize your team’s success on LinkedIn. LinkedIn’s advertising products provide economic developers the opportunity to reach and engage critical stakeholders like industry executives, site selectors, and other professional audiences at scale in a safe, professional context. Join the LinkedIn team for a customer panel and discussion moderated by LinkedIn’s Director of Government & Advocacy, Dan Horowitz. You will learn directly from marketers at the Tennessee Department of Economic and Community Development and Rock Hill Economic Development Corporation, SC as they discuss: • How they leveraged LinkedIn to drive meaningful results for their organization • How they defined success • Insight into the metrics they used to measure and report on their campaigns.

2. Speakers

3. Today’s Agenda
• Rock Hill, South Carolina: Driving local workforce efforts with
Sponsored Content.
• Tennessee Department of Economic & Community Development:
Business Development Expansion with InMail
• Q/A

6. 8/31/2017
LINKEDIN INMAILS

7. AGENDA
ABOUT TNECD
GOALS
WHY CHOOSE INMAIL
EXAMPLE 1
RESULTS
EXAMPLE 2
RESULTS
LESSONS LEARNED

8. GOALS
• Speak directly to C-Suite executives
within key industries and eliminate ad
waste.
• Create useful content about Tennessee
for our target audience
• Drive traffic to industry landing pages
• Provide industry whitepapers
• Generate qualified leads for business
development

9. WHY CHOSE INMAIL?
• LinkedIn InMail provides an opportunity to directly engage to our target audience.
• Allows us to chose who we speak to and what content is served.
• We are not mass messaging an unknown audience list.
• Goes beyond traditional email marketing with 100% deliverability.
• Ability to provide detailed content in a personalized way.
• CTR exceeds traditional banner ads.
• Can have multiple links and conversion points.
• Sophisticated targeting capabilities.
• Ability to test and target creative.

10. INMAIL EXAMPLE

11. RESULTS
• Delivered to 6,500+ c-suite executives in Chemicals, Plastic and Rubber Industry
• 2,878 Unique Opens
• 44% Open Rate (LinkedIn Average: 40%)
• 48 users downloaded the whitepaper
• Business Development Rep mentioned receiving multiple direct emails and phone
calls regarding the inmail.
• One company planned a visit to Tennessee after receiving the inmail

12. INMAIL EXAMPLE

13. RESULTS
• Changed banner ad with a CTA to download whitepaper doubled amount of clicks to
the Whitepaper
• Overall high CTR of 5.08%, above LI benchmark of 3.1%
• Delivered to 6,500+ users
• Direct emails from users that opened the email inquiring about Tennessee

14. LESSONS LEARNED
• Personalization goes a long way:
• Use individual profile image rather than company image
• Utilize LinkedIn’s conversion tracking.
• Use a direct subject line or a CTA to increase opens.
• Keep content relevant to increase CTR.
• Include direct contact information as users are willing to reply or email sender directly.

15. TNECD.com
Facebook.com/TNECDTwitter.com/TNECD YouTube.com/TNECD Linkedin.com/TNECDInstagram.com/TNECD
THANK YOU

16. Questions?