SlideShare a Scribd company logo
Getting Started on LinkedIn
Meghan Galvin
Account Manager
Anna Dickens
Account Manager
2
1 2 3 4LinkedIn
overview
Targeting
capabilities
Product
suite
Creating a successful
Sponsored Content
campaign
5 Sponsored
Content best
practices
6 Sponsored
InMail deep dive 7 Text Ad
deep dive 8 Q&A
TODAY’S AGENDA
LINKEDIN MARKETING SOLUTIONS’ MISSION
Be the most effective platform
for marketers to engage
with professionals
4
The largest global community of professionals
61M
senior-level
influencers
40M
decision makers
10.7M
opinion leaders
6.8M
C-level execs
22.8M
Mass Affluent
4.1M
IT decision makers
500M
professionals are on LinkedIn
5
The world’s professionals come to LinkedIn for knowledge
Industry News Expert Advice Professional Learning
Peer Insights Peer Recommendations 500+ Influencers
6
7
And the mindset is markedly different
WorldAnimalDay
#charitytuesday
#TuesdayMotivation
#nbafinals
#awe2017
SuperBowl
Ryder Cup
Tyson Fury
Apple Store
NetFlix
Stranger Things
Louisiana Floods
Forbes
Women In Media
FlipBoard
Employee engagement
Integrated marketing
SageOne
Cloud computing
iPhone 7
Venture Capital
Internal communications
Investment Banking
Oracle Cloud
TRENDING TOPICS
BY SOCIAL MEDIA PLATFORM
PLANNING
8
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
9
Senior Program Manager within
Enterprise Businesses
Seniority: Senior IC+
Function:
Company Size: 500+
Geography: USA
IT, Engineering,
Program Management
TARGETING
CONSIDER TOM
TITLE
JOB FUNCTION
+SENIORITY
GROUPS
+SENIORITY
SKILLS
+SENIORITY
10
LET’S REVIEW
11
Name 3 ways of
targeting on LinkedIn.
POP QUIZ
12
THE
LINKEDIN
PRODUCT
SUITE
13
Sponsored Content Build customer relationships at every stage of the buyer’s
journey by targeting content to your most valuable
audiences wherever they spend their time.
Target your most valuable audiences
using accurate, profile-based,
first-party data
Reach your prospects anywhere:
Publish your content in the LinkedIn
feed and in high-quality placements
beyond, on mobile and desktop
Grow your business at every stage:
Drive quality leads, generate engagement,
and raise brand awareness
1
14
Easily create, manage and
optimize well-targeted,
customized campaigns in
just minutes — on a budget
that works for you.
LinkedIn Text Ads Generate quality leads with an easy, self-serve solution2
15
Drive engagement with premium audiences using
dynamically generated ads, powered by profile data,
customizable to meet your campaign objectives.
LinkedIn Dynamic Ads Personalize your creative to resonate with buyers3
16
Mobile-optimized design for
easy clicks
Real-time delivery ensures
timely reach
Uncluttered professional
context
Flexibility to tailor
your content
17
LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to
the people that matter most to your business
4
Anatomy of a
successful
Sponsored
Content
campaign
1
2
3
4
5
6
Campaign set up
Getting access to the business account
Prerequisites for a successful campaign
Monitoring the campaign
Optimizing
Measurement and KPIs
18
Anatomy of a
successful
Sponsored
Content
campaign
1 Prerequisites for a successful campaign
19
Extend your content’s reach
Reach both your organic
followers and a broader
audience using Sponsored
Content & Direct
Sponsored Content
Company Followers
LinkedIn Audience beyond
your Follower base
Reach your Company Followers with
Organic Updates.
Get your updates in front of more people
with Sponsored Content & DSC
20
VS
Direct Sponsored ContentSponsored Content
21
2
LinkedIn is a Full Funnel Content Platform
22
REACH
NURTURE
ACQUIRE
Strangers
Readers
Subscribers
Leads
Opportunities
Customers
Advocates
2
Decide what content to produce.
Pick content for the full marketing funnel.
Build trust first, then ask for contact information
o Infographics, blog posts, industry
trends, influencer content
o Best practice guides, case
studies, product news
o Research briefs, product reviews
and Comparisons, product tours,
analyst reports, whitepapers,
ebooks, webinars
o Newsletters, recommendations,
product demos, trials, tutorials
23
REACH
NURTURE
ACQUIRE
Program your content calendar
By posting several
updates simultaneously,
the algorithm would
optimize the delivery of the
content that performs best
WEEK 1 2 3 4 5
3-4 ads live at all times
Replace under-performing Ads
with new content about 1x/month
24
Note: If your image width is below 200px it will not display in the larger image format. Instead, images will appear as a thumbnail
on the left side of the post. Specs here.
• Visually Appealing
• Eye catching, works great on mobile
Anatomy of Sponsored Content
• Share information
• Educate
25
Link
Sharing
Embedded
Rich
Media
Anatomy of a
successful
Sponsored
Content
campaign
2 Getting access to the business account
1 Prerequisites for a successful campaign
3 Campaign set up
26
What you need to be able to sponsor content
Company page ADMIN (usually client)
grants DSC access
Business Account Manager (usually agency)
builds DSC and sponsors at the same time.
Direct Sponsored Content
27
1 2
What you need to set up a business account
*For more details on how to set up a Business Account, click here for instructions
Company page name
and URL
Input your credit
card details
Contacts who require access
to the business account:
name and profile URL
28
1 2 3
What you need to set up a campaign
Click create campaign button, and
select Sponsored Content
Name your campaign, pick your language, and
select the type of campaign you want to run
Create campaign
Choose your targeting Set up your budget and bids
29
1
3
2
4
CREATE AN
ACCOUNT
LIVE DEMO
30
CREATE A
CAMPAIGN
LIVE DEMO
31
Campaign set up: Budget
o Setting a Total budget helps you ensure you do not
overspend for a campaign
o Best for event-based campaigns with very specific budgets,
like webinars or in-person events
o For time-sensitive offers or events, suggest also including
an end date in addition to Daily Budget and Total Budget
o This is not a best practice, but can be useful if you need to
spend a set budget quickly, such as at the end of a quarter
o Removing Daily Budget means the campaign will deliver as
quickly as possible
o Setting a Daily budget helps you control the pace of your
campaign
o Ok to not include a Total Budget if you are running a
campaign that will be always on
o Best for evergreen content such as whitepapers, ebooks,
product tours
Daily
NO Total
Total
AND Daily
Total
NO Daily
Good
OK
32
Good
Let’s Take a Break!
Anatomy of a
successful
Sponsored
Content
campaign
2 Getting access to the business account
1 Prerequisites for a successful campaign
3 Campaign set up
4 Monitoring the campaign
33
Monitoring your campaign: High level
TIP: To check on your total
campaign spend to date, be
sure to choose “All Time” as
the date range and “All” for
your campaign status.
Selected Timeframe
applies to all reporting
View trending
metrics over time
Performance by
Campaign
34
Monitoring your campaign: Demographics & downloadable reports
Demographics Reports are
available for:
o Job Title
o Company Industry
o Job Seniority
o Job Function
o Company Size
o Location
o Country
Downloadable Reports Include:
o Campaign Performance
o Ad Performance
o Demographics
35
Anatomy of a
successful
Sponsored
Content
campaign
2 Getting access to the business account
1 Prerequisites for a successful campaign
3 Campaign set up
4 Monitoring the campaign
5 Optimizing
36
3 Main levels of optimizations
Targeting
Content
Bids & Budget
37
1
2
3
Targeting
o If your campaign is under pacing
you should review your targeting
o Is the audience size large enough
to fulfill the campaign budget?
o Avoid hyper targeting as this can
exclude valuable audiences with
interest in your content
o Audiences smaller than 300,000
members are considered niche and
can prevent your daily budget
being reached
o Best practice is to set a broad
audience of 300,000+, then
optimize based on performance
38
1
Targeting
o After your campaign has
run for about a week,
use the Click demographics
to understand which
audiences are most
engaged
o You can use the Click
demographics data to
optimize your campaign
targeting
39
1
Bids
o If your campaign is under pacing you should
review your bid to confirm if it has been set
high enough to be competitive in the auction.
o Best practice is to set your bid rate $1 above
the top bid range. Bid prices can fluctuate
several times throughout the day so this will
enable you to consistently stay competitive.
o Remember the bid you enter is not always the
price you pay – 2nd price auction
o If you find your average price is too high you
can always go back & reduce this
o In addition to bidding, your Relevancy Score is
important to help you win the auction - which is
based on engagements on the platform. See
here for more details on the Auction and
Relevancy Score.
CPC
CPM
40
2
Bid types: CPC or CPM?
bid types are best for Direct
Response campaigns, when the
campaign objective is to have the
user complete an action. Since you
only pay when a user clicks on
your update.
bid types are best for Branding
campaigns, when the campaign
objective is to raise awareness
of a Brand. Since you only pay
when your update is rendered
in the newsfeed.
CPC CPM
Bids
41
2
Conversion tracking for LinkedIn advertising
Track performance
Track conversion events tied to your campaigns using
LinkedIn’s Insight Tag and Campaign Manager platform.
Monitor specific conversion actions including
downloads, sign-ups, registrations, and more.
Understand ROI
Measure the value you’re getting from your content
marketing on LinkedIn, including return on ad spend and
cost per conversion.
Optimize your results
Leverage in-platform conversion data to improve your
campaigns and drive results for your business.
42
LET’S REVIEW
43
44
Name three ways to optimize
content campaigns.
POP QUIZ
5 TIPS FOR
COMPELLING
CONTENT
IN THE
NEWSFEED
45
Tip 1: Invest in great images
Custom images generate higher engagement
46
TIP 1
Tip 1: Have a clear call to action
Don’t bury it in too much text!
TIP 2
Call to action “Register” outperformed “Join” on internal tests, and generated 165% more clicks.
VS.
47
Tip 1:Ask questions, make statements, use interesting facts
For Direct Sponsored Content, quotes outperformed stats, with a 30% increase in CTR.
VS.
48
TIP 3
Tip 1: More A/B testing
A/B test your headline and description text, 38% CTR* lift.
A
B
VS.
49
TIP 4
Tip 1: And have fun
Stand out. Top updates are entertaining.
VS.
50
TIP 5
CREATING
SPONSORED
INMAIL
CAMPAIGNS AND
BEST PRACTICES
51
What you need to set up an InMail campaign
Click create campaign button, and
select Sponsored InMail
Name your campaign, and pick your language
Create campaign
Enter name for InMail. Select yourself as a sender
or click “Add Sender” to select someone else.
Enter a Subject, Description and Message Text
for your InMail. Enter T&Cs if applicable.
52
1
3
2
4
What you need to set up an InMail campaign
Enter link and text for Call To Action,
and upload banner image
Choose your targeting
Set up your Daily Budget, Total Budget, Bids,
and Campaign Start Date and End Date
*For more details on Sponsored InMail setup instructions, click here for full guide
53
5 6
7
54
SPONSORED
INMAIL BEST
PRACTICES
Top “Do”s
BEST PRACTICES CHEAT SHEET
Amplify and personalize
• Test to see what works with the
audience and then refine
• Be resourceful and use your
existing content by reworking it
to be conversational
• Be genuine
Optimizing content
• Clearly outline benefits to the
member for engaging with this
message
• Use concise, compelling
and conversational intros
• Include a concise call to action
and be clear about what the
member should do
• Make sure landing pages are
optimized for mobile traffic
Optimizing for relevance
• Ensure your message resonates
with your target audience
• Always ask, “why would the
audience read this?
• Use a sender with credibility and
relevance
55
1 2 3
Top “Don’t”s
• Avoid getting all details into the
message, your landing page
should do the educating
• Don’t have a call to action
that’s too long, it will get cut
off on mobile
• Using a closing salutation if
the message is coming from
a company
• Avoid mixed messaging. The
landing page should match the
call to action and message
• Your landing page should align
with your goal (e.g., PDF is not
ideal for conversions)
• Avoid content that sounds like a
brochure or infomercial
• Don’t cast too wide of a net (e.g.,
“You or a colleague may benefit
from this … ”)
• Avoid !!! and ALL CAPS
• Don’t overload message with
multiple calls to action,
focus on one action and building
trust
56
BEST PRACTICES CHEAT SHEET
Too much or too vagueHard-to-navigate websitePushy content
1 2 3
CREATING TEXT
AD CAMPAIGNS
AND BEST
PRACTICES
57
What you need to set up a Text Ads Campaign
Click create campaign button, and select Text Ads Name your campaign, and choose your language
Create campaign
Build out your posts.
o 50x50 Image
o 25 Character Headline
o 75 Character Description
Choose your audience, set your bids, and launch!
*For more details on Sponsored InMail setup instructions, click here for full guide
58
1
3
2
4
Text Ad best practices
59
Thank You
Create helpful, informative, and entertaining content
The “Helpful Advisor”
Sponsored
NetBrain Technologies
Document Your Network Free
Our experts. Our software.
Your network.
o When distributing content, such
as a whitepaper, write with the
tone of a personal advisor.
o Clearly explain how your
content will help your target
achieve professional success.
The “VIP Invitation”
Sponsored
Brooke Lloyd
VIP Program Business Briefing
By invitation only
o Make your audience feel special
by sending a personalized invite
to an “exclusive” event.
o Get your audience to react by
tailoring the content to their
interests.
The “Cliffhanger”
Sponsored
Heather Doshay
Job opportunities in NYC!
Get 5+ job offers in one week!
o Hook your audience by
communicating the value you
bring to their professional life.
o Tell your audience enough to
pique their interest but not so
much that they aren’t compelled
to learn more.
61
Keep subject lines short and impactful
Best performing subject
lines often use some of the
following key words:
1
2
3
4
5
Thanks
Exclusive invitation
Connect
Job opportunities
Join us
62
Address your target audience directly
To increase relevance:
o Customize the greeting with
the member’s name
o Refer to their job title
o Try using the word “you”
63
Give your message a unique and genuine voice
Use a strong visual
Enhance your message
but do not distract from it
Be concise, personal
and relevant
Keep your copy under 1000
characters and include a body link
64
Use clear calls to action (CTA)
Top InMail CTA keywords
1
2
3
4
5
Try
Register
Reserve
Join
Confirm
6 Download
65
Select a sender who is credible with your audience
Pick a sender who’s relevant
to your message
For example, if you have a
technical message, the
sender should be a director
of IT or a chief technology
officer, and not a VP of
marketing.
66
Address your target audience directly
To increase relevance:
o The copy is fewer than
1,000 characters
o The CTA is clear
o The landing page is optimized
for the small screen
67

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Masterclass: Getting Started on LinkedIn

  • 2. Meghan Galvin Account Manager Anna Dickens Account Manager 2
  • 3. 1 2 3 4LinkedIn overview Targeting capabilities Product suite Creating a successful Sponsored Content campaign 5 Sponsored Content best practices 6 Sponsored InMail deep dive 7 Text Ad deep dive 8 Q&A TODAY’S AGENDA
  • 4. LINKEDIN MARKETING SOLUTIONS’ MISSION Be the most effective platform for marketers to engage with professionals 4
  • 5. The largest global community of professionals 61M senior-level influencers 40M decision makers 10.7M opinion leaders 6.8M C-level execs 22.8M Mass Affluent 4.1M IT decision makers 500M professionals are on LinkedIn 5
  • 6. The world’s professionals come to LinkedIn for knowledge Industry News Expert Advice Professional Learning Peer Insights Peer Recommendations 500+ Influencers 6
  • 7. 7 And the mindset is markedly different WorldAnimalDay #charitytuesday #TuesdayMotivation #nbafinals #awe2017 SuperBowl Ryder Cup Tyson Fury Apple Store NetFlix Stranger Things Louisiana Floods Forbes Women In Media FlipBoard Employee engagement Integrated marketing SageOne Cloud computing iPhone 7 Venture Capital Internal communications Investment Banking Oracle Cloud TRENDING TOPICS BY SOCIAL MEDIA PLATFORM
  • 9. 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 9
  • 10. Senior Program Manager within Enterprise Businesses Seniority: Senior IC+ Function: Company Size: 500+ Geography: USA IT, Engineering, Program Management TARGETING CONSIDER TOM TITLE JOB FUNCTION +SENIORITY GROUPS +SENIORITY SKILLS +SENIORITY 10
  • 12. Name 3 ways of targeting on LinkedIn. POP QUIZ 12
  • 14. Sponsored Content Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences wherever they spend their time. Target your most valuable audiences using accurate, profile-based, first-party data Reach your prospects anywhere: Publish your content in the LinkedIn feed and in high-quality placements beyond, on mobile and desktop Grow your business at every stage: Drive quality leads, generate engagement, and raise brand awareness 1 14
  • 15. Easily create, manage and optimize well-targeted, customized campaigns in just minutes — on a budget that works for you. LinkedIn Text Ads Generate quality leads with an easy, self-serve solution2 15
  • 16. Drive engagement with premium audiences using dynamically generated ads, powered by profile data, customizable to meet your campaign objectives. LinkedIn Dynamic Ads Personalize your creative to resonate with buyers3 16
  • 17. Mobile-optimized design for easy clicks Real-time delivery ensures timely reach Uncluttered professional context Flexibility to tailor your content 17 LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business 4
  • 18. Anatomy of a successful Sponsored Content campaign 1 2 3 4 5 6 Campaign set up Getting access to the business account Prerequisites for a successful campaign Monitoring the campaign Optimizing Measurement and KPIs 18
  • 19. Anatomy of a successful Sponsored Content campaign 1 Prerequisites for a successful campaign 19
  • 20. Extend your content’s reach Reach both your organic followers and a broader audience using Sponsored Content & Direct Sponsored Content Company Followers LinkedIn Audience beyond your Follower base Reach your Company Followers with Organic Updates. Get your updates in front of more people with Sponsored Content & DSC 20
  • 22. 2 LinkedIn is a Full Funnel Content Platform 22 REACH NURTURE ACQUIRE Strangers Readers Subscribers Leads Opportunities Customers Advocates
  • 23. 2 Decide what content to produce. Pick content for the full marketing funnel. Build trust first, then ask for contact information o Infographics, blog posts, industry trends, influencer content o Best practice guides, case studies, product news o Research briefs, product reviews and Comparisons, product tours, analyst reports, whitepapers, ebooks, webinars o Newsletters, recommendations, product demos, trials, tutorials 23 REACH NURTURE ACQUIRE
  • 24. Program your content calendar By posting several updates simultaneously, the algorithm would optimize the delivery of the content that performs best WEEK 1 2 3 4 5 3-4 ads live at all times Replace under-performing Ads with new content about 1x/month 24
  • 25. Note: If your image width is below 200px it will not display in the larger image format. Instead, images will appear as a thumbnail on the left side of the post. Specs here. • Visually Appealing • Eye catching, works great on mobile Anatomy of Sponsored Content • Share information • Educate 25 Link Sharing Embedded Rich Media
  • 26. Anatomy of a successful Sponsored Content campaign 2 Getting access to the business account 1 Prerequisites for a successful campaign 3 Campaign set up 26
  • 27. What you need to be able to sponsor content Company page ADMIN (usually client) grants DSC access Business Account Manager (usually agency) builds DSC and sponsors at the same time. Direct Sponsored Content 27 1 2
  • 28. What you need to set up a business account *For more details on how to set up a Business Account, click here for instructions Company page name and URL Input your credit card details Contacts who require access to the business account: name and profile URL 28 1 2 3
  • 29. What you need to set up a campaign Click create campaign button, and select Sponsored Content Name your campaign, pick your language, and select the type of campaign you want to run Create campaign Choose your targeting Set up your budget and bids 29 1 3 2 4
  • 32. Campaign set up: Budget o Setting a Total budget helps you ensure you do not overspend for a campaign o Best for event-based campaigns with very specific budgets, like webinars or in-person events o For time-sensitive offers or events, suggest also including an end date in addition to Daily Budget and Total Budget o This is not a best practice, but can be useful if you need to spend a set budget quickly, such as at the end of a quarter o Removing Daily Budget means the campaign will deliver as quickly as possible o Setting a Daily budget helps you control the pace of your campaign o Ok to not include a Total Budget if you are running a campaign that will be always on o Best for evergreen content such as whitepapers, ebooks, product tours Daily NO Total Total AND Daily Total NO Daily Good OK 32 Good Let’s Take a Break!
  • 33. Anatomy of a successful Sponsored Content campaign 2 Getting access to the business account 1 Prerequisites for a successful campaign 3 Campaign set up 4 Monitoring the campaign 33
  • 34. Monitoring your campaign: High level TIP: To check on your total campaign spend to date, be sure to choose “All Time” as the date range and “All” for your campaign status. Selected Timeframe applies to all reporting View trending metrics over time Performance by Campaign 34
  • 35. Monitoring your campaign: Demographics & downloadable reports Demographics Reports are available for: o Job Title o Company Industry o Job Seniority o Job Function o Company Size o Location o Country Downloadable Reports Include: o Campaign Performance o Ad Performance o Demographics 35
  • 36. Anatomy of a successful Sponsored Content campaign 2 Getting access to the business account 1 Prerequisites for a successful campaign 3 Campaign set up 4 Monitoring the campaign 5 Optimizing 36
  • 37. 3 Main levels of optimizations Targeting Content Bids & Budget 37 1 2 3
  • 38. Targeting o If your campaign is under pacing you should review your targeting o Is the audience size large enough to fulfill the campaign budget? o Avoid hyper targeting as this can exclude valuable audiences with interest in your content o Audiences smaller than 300,000 members are considered niche and can prevent your daily budget being reached o Best practice is to set a broad audience of 300,000+, then optimize based on performance 38 1
  • 39. Targeting o After your campaign has run for about a week, use the Click demographics to understand which audiences are most engaged o You can use the Click demographics data to optimize your campaign targeting 39 1
  • 40. Bids o If your campaign is under pacing you should review your bid to confirm if it has been set high enough to be competitive in the auction. o Best practice is to set your bid rate $1 above the top bid range. Bid prices can fluctuate several times throughout the day so this will enable you to consistently stay competitive. o Remember the bid you enter is not always the price you pay – 2nd price auction o If you find your average price is too high you can always go back & reduce this o In addition to bidding, your Relevancy Score is important to help you win the auction - which is based on engagements on the platform. See here for more details on the Auction and Relevancy Score. CPC CPM 40 2
  • 41. Bid types: CPC or CPM? bid types are best for Direct Response campaigns, when the campaign objective is to have the user complete an action. Since you only pay when a user clicks on your update. bid types are best for Branding campaigns, when the campaign objective is to raise awareness of a Brand. Since you only pay when your update is rendered in the newsfeed. CPC CPM Bids 41 2
  • 42. Conversion tracking for LinkedIn advertising Track performance Track conversion events tied to your campaigns using LinkedIn’s Insight Tag and Campaign Manager platform. Monitor specific conversion actions including downloads, sign-ups, registrations, and more. Understand ROI Measure the value you’re getting from your content marketing on LinkedIn, including return on ad spend and cost per conversion. Optimize your results Leverage in-platform conversion data to improve your campaigns and drive results for your business. 42
  • 44. 44 Name three ways to optimize content campaigns. POP QUIZ
  • 46. Tip 1: Invest in great images Custom images generate higher engagement 46 TIP 1
  • 47. Tip 1: Have a clear call to action Don’t bury it in too much text! TIP 2 Call to action “Register” outperformed “Join” on internal tests, and generated 165% more clicks. VS. 47
  • 48. Tip 1:Ask questions, make statements, use interesting facts For Direct Sponsored Content, quotes outperformed stats, with a 30% increase in CTR. VS. 48 TIP 3
  • 49. Tip 1: More A/B testing A/B test your headline and description text, 38% CTR* lift. A B VS. 49 TIP 4
  • 50. Tip 1: And have fun Stand out. Top updates are entertaining. VS. 50 TIP 5
  • 52. What you need to set up an InMail campaign Click create campaign button, and select Sponsored InMail Name your campaign, and pick your language Create campaign Enter name for InMail. Select yourself as a sender or click “Add Sender” to select someone else. Enter a Subject, Description and Message Text for your InMail. Enter T&Cs if applicable. 52 1 3 2 4
  • 53. What you need to set up an InMail campaign Enter link and text for Call To Action, and upload banner image Choose your targeting Set up your Daily Budget, Total Budget, Bids, and Campaign Start Date and End Date *For more details on Sponsored InMail setup instructions, click here for full guide 53 5 6 7
  • 55. Top “Do”s BEST PRACTICES CHEAT SHEET Amplify and personalize • Test to see what works with the audience and then refine • Be resourceful and use your existing content by reworking it to be conversational • Be genuine Optimizing content • Clearly outline benefits to the member for engaging with this message • Use concise, compelling and conversational intros • Include a concise call to action and be clear about what the member should do • Make sure landing pages are optimized for mobile traffic Optimizing for relevance • Ensure your message resonates with your target audience • Always ask, “why would the audience read this? • Use a sender with credibility and relevance 55 1 2 3
  • 56. Top “Don’t”s • Avoid getting all details into the message, your landing page should do the educating • Don’t have a call to action that’s too long, it will get cut off on mobile • Using a closing salutation if the message is coming from a company • Avoid mixed messaging. The landing page should match the call to action and message • Your landing page should align with your goal (e.g., PDF is not ideal for conversions) • Avoid content that sounds like a brochure or infomercial • Don’t cast too wide of a net (e.g., “You or a colleague may benefit from this … ”) • Avoid !!! and ALL CAPS • Don’t overload message with multiple calls to action, focus on one action and building trust 56 BEST PRACTICES CHEAT SHEET Too much or too vagueHard-to-navigate websitePushy content 1 2 3
  • 57. CREATING TEXT AD CAMPAIGNS AND BEST PRACTICES 57
  • 58. What you need to set up a Text Ads Campaign Click create campaign button, and select Text Ads Name your campaign, and choose your language Create campaign Build out your posts. o 50x50 Image o 25 Character Headline o 75 Character Description Choose your audience, set your bids, and launch! *For more details on Sponsored InMail setup instructions, click here for full guide 58 1 3 2 4
  • 59. Text Ad best practices 59
  • 61. Create helpful, informative, and entertaining content The “Helpful Advisor” Sponsored NetBrain Technologies Document Your Network Free Our experts. Our software. Your network. o When distributing content, such as a whitepaper, write with the tone of a personal advisor. o Clearly explain how your content will help your target achieve professional success. The “VIP Invitation” Sponsored Brooke Lloyd VIP Program Business Briefing By invitation only o Make your audience feel special by sending a personalized invite to an “exclusive” event. o Get your audience to react by tailoring the content to their interests. The “Cliffhanger” Sponsored Heather Doshay Job opportunities in NYC! Get 5+ job offers in one week! o Hook your audience by communicating the value you bring to their professional life. o Tell your audience enough to pique their interest but not so much that they aren’t compelled to learn more. 61
  • 62. Keep subject lines short and impactful Best performing subject lines often use some of the following key words: 1 2 3 4 5 Thanks Exclusive invitation Connect Job opportunities Join us 62
  • 63. Address your target audience directly To increase relevance: o Customize the greeting with the member’s name o Refer to their job title o Try using the word “you” 63
  • 64. Give your message a unique and genuine voice Use a strong visual Enhance your message but do not distract from it Be concise, personal and relevant Keep your copy under 1000 characters and include a body link 64
  • 65. Use clear calls to action (CTA) Top InMail CTA keywords 1 2 3 4 5 Try Register Reserve Join Confirm 6 Download 65
  • 66. Select a sender who is credible with your audience Pick a sender who’s relevant to your message For example, if you have a technical message, the sender should be a director of IT or a chief technology officer, and not a VP of marketing. 66
  • 67. Address your target audience directly To increase relevance: o The copy is fewer than 1,000 characters o The CTA is clear o The landing page is optimized for the small screen 67