This document discusses using LinkedIn advertising as part of a digital marketing strategy. It provides an overview of LinkedIn, including statistics on its users. It then discusses optimizing organic LinkedIn presence through engaging posts at optimal times. Various paid advertising options on LinkedIn like text ads, display ads, and sponsored updates are explained. Targeting options for these paid ads allow reaching specific professional demographics. Analytics are discussed, emphasizing the need to properly track campaign traffic. Alternative advertising channels like Twitter ads and Gmail ads are proposed.

1. Using LinkedIn Adver/sing as
part of your digital strategy to
supercharge sales and leads
JOANNE CASEY | GLOWMETRICS
January 2016

2. Agenda
• LinkedIn Overview
• Organic LinkedIn
• Paid LinkedIn
• AnalyFcs
• AlternaFve Channels

3. WHO WE ARE

4. Started in March 2013, to focus on providing a service which
helps businesses understand their customers beDer through
beDer digital data analysis.
Highlights The team
Joanne Casey
Managing Director
Michael Wilson
Digital Data Analyst
Catriona Henry
Digital Marke7ng
Assistant
Clients

5. LINKEDIN OVERVIEW

6. LINKEDIN
• Primarily a plaJorm for
professionals - connec/ng
businesses with poten/al partners
and employees, and a hub for
business-networking.
• It is typically much more formal
than other social networks, and is
generally used for B2B than B2C.
• Companies can set up pages which can be followed by interested par/es.
• Personal profiles on LinkedIn are like online CVs – great for networking, looking for a new job
or finding poten/al new business or partnerships.
Why use LinkedIn? Professional networking and promo/on.
• Access to targe/ng op/ons that you
can’t get on other plaJorms, such as
job /tle, areas of exper/se, past
employers, etc.

7. LINKEDIN STATS
hNp://ipsosmrbi.com/#trackers

8. LINKEDIN STATS
Only 15% of those who have a LinkedIn account
will use it on a daily basis:
hNp://ipsosmrbi.com/#trackers

9. ORGANIC LINKEDIN

10. OpFmising Organic LinkedIn
Create a header that is
aesthically pleasing,
well branded and
explains what you do.
Add keyword rich content
and keywords for SEO
purposes.
Always add in a link to your
website.

11. OpFmising Organic LinkedIn
Like and share your own company posts:

12. OpFmising Organic LinkedIn
Become a thought leader:

13. OpFmising Organic LinkedIn
• Include a clear call-to-ac/on along
with a link (which drives twice the
engagement).
• Always include a image or some form
of rich media (98% higher chance of
comment rate).
• Links to YouTube Videos will play
directly in the LinkedIn feed and are
75% higher share rate.
• Make content snackable & shareable.
• Personal content and educa/ve
content tends to work best.
• Sponsor content that works to find a
new audience.
• Best /me to post are 7-8am and
5-6pm and best days are weekdays.
Create engaging posts:

14. OpFmising Organic LinkedIn
hDp://blog.hubspot.com/marke/ng/best-/mes-post-pin-tweet-social-
media-infographic
Create engaging posts:
LinkedIn is for professionals- and they tend
to use it during working hours.
Best /mes to post:
7:30-8:30am, 12:00pm & 5-6pm
On
Tuesdays, Wednesdays & Thursdays
10-11am on Tuesdays

15. OpFmising Organic LinkedIn
Our best performing updates (in the last year)
#1
#2 #3
#4

16. OpFmising Organic LinkedIn
Our best performing updates (in the last year)

17. OpFmising Organic LinkedIn
Message people you don’t know- for free!

18. OpFmising Organic LinkedIn
Message people you don’t know- for free!

19. OpFmising Organic LinkedIn
Export contacts

20. OpFmising Organic LinkedIn
Save searches on your company brand name as an online listening exercise:

21. OpFmising Organic LinkedIn
Create a showcase page:

22. OpFmising Organic LinkedIn
Create a showcase page from the EDIT buDon :
An examples of Microsog Showcase Page (Office)

23. PAID ADVERTISING ON LINKEDIN

24. Paid AdverFsing on LinkedIn
• Text Ads
• Display ads
• Sponsored InMail
• Sponsored Updates

25. LinkedIn AdverFsing
• LinkedIn lets you target specific demographics like a parFcular
industry, locaFon and seniority and age. Therefore, it’s perfect
for any companies or people focusing on B2B.
• You can choose to pay LinkedIn either by:
• CPM (cost per 1,000 impressions)
• CPC (cost per click)
...the laNer is more expensive, but beNer if you’re more focused
on generaFng leads.
- You can create a text ad or sponsor an update.

26. Text ads
• Can link to website or LinkedIn page
• Require text and image
• Can build in the interface

27. Text ads

28. Display Ads
• Requires help from the LinkedIn team to set live

29. Sponsored InMail
• The Sponsored InMails are sent as
people are signed on, meaning they will
be delivered in real-/me.
• With Linkedin InMail, you’re required
to have a commiDed budget before you
begin, rather than having the ability to
run a small test budget before scaling
the campaign.
• You have to request an email to get
stats, and they provide an overview on
total emails sent, open rate/number of
opens, and clickthrough rate/number
of clicks.

30. Sponsored Updates
• NaFve ad space
• Big ad space
• Call to acFon to follow
• Link to website
• Can measure social acFons
too
• Don’t have to be posted live
(direct sponsored content)

31. Sponsored Updates- TargeFng opFons

32. Sponsored Updates- TargeFng opFons
HR targe/ng examples: OHS targe/ng examples:

33. Sponsored Updates- TargeFng opFons
Sample Research & Development job titles:
Sample Research & Development member groups to target: SME/CTO Job Titles
*Can be mixed with group targeting*
COMPANIES BY INDUSTRY
*Can be mixed with job title targeting*
HEALTH COMPANIES
ICT COMPANIES
MANUFACTURING
COMPANIES
NGO COMPANIES
SOC-ENT COMPANIES

34. Sponsored Updates- TargeFng opFons

35. LinkedIn AdverFsing
• Client 1 (Courses):
– Google Search:
1.23% CTR | €0.52 CPC
– Google Display Network: 0.06% CTR | €1.45 CPC
– TwiNer: 0.42% CTR | €0.42 CPC
– LinkedIn: 0.32% CTR | €2.45 CPC
• Client 2 (Tech Company):
– Google Search: 1.35% CTR | €1.20 CPC
– Google Display Network: 0.18% CTR | €0.49 CPC
– LinkedIn: 0.65% CTR | €2.39 CPC
• Client 3 (Event):
– Google Search: 2.60% CTR | €1.16 CPC
– LinkedIn: 0.93% CTR | €2.84 CPC
• MEDIUM CLICK-THROUGH-
RATE
• HIGH CPC

36. ANALYTICS

37. LinkedIn Page AnalyFcs

38. LinkedIn Page AnalyFcs

39. Don’t believe the hype
“Your display campaign on LinkedIn
delivered 100,000 impressions and 10,000
clicks”
- Agency
“That Display campaign that you spend
€16,000 on drove €100 in revenue L ”
- Web AnalyFcs

40. Use the URL Tool Builder to track ALL online
campaign traffic, including LinkedIn:
Campaign Traffic

41. Why?
• To see how effecFve your campaign was at
generaFng sales and leads.
• Without tagging campaigns your LinkedIn
traffic will be tracked as referral traffic or
direct traffic in Google AnalyFcs.
• If you tag campaigns you’ll see the difference
in campaign traffic and organic referrals traffic
from LinkedIn.

42. Consumer journey is becoming more complex

43. First
Interac,on
Assist
Interac,ons
Last
Interac,on
Overall Path
Length: 4
Time Lag
(Time to Convert)
Top Paths
MulF-Channel Paths

44. MulF-Channel Paths
RemarkeFng
Display
Social Media
PPC
Direct
Organic Search
Assist
Convert
Email

45. MulF-Channel Funnels

46. ALTERNATIVE CHANNEL IDEAS

47. AlternaFve channel ideas
Ads targeted by event hashtags and followers of event accounts. Tags and accounts
specifically relate only to those events that a business is appearing at:
#SMR10
#siliconmilkroundabout

48. TwiNer ads targeted at relevant issue-related hashtags e.g. ads appear to anyone using the
hashtag #WorldAdopFonDay or #AnFBullyingWeek:
AlternaFve channel ideas

49. Targeted:
- On-the-fly tv reports e.g. from RTE News, PrimeFme, Claire Byrne Live etc:
- Issues in story lines from Fair City
- Special documentaries that report on the welfare of children
e.g. School Swap- The Class Divide
AlternaFve channel ideas

50. AlternaFve channel ideas
Gmail ads are a new way to target an audience on Google:
Ads would appear on Gmail,
above the emails within the
users email account and look
similar to those on the right. You
can keyword target ads so if
someone’s email content
contains the keyword ‘camping’
or ‘glamping’ or ‘yurt’ they could
potenFally see a camping
provider ad:
Sample placement on Gmail:

51. AlternaFve channel ideas
Create TwiDer ads to target people who use the following food-
related hashtags and are twee/ng about TV shows e.g.

52. Slide § 52
QuesFons?
Email: joanne@glowmetrics.com