Data from LinkedIn Insights demonstrates how higher education marketers can drive reach, lift frequency, and optimize for engagement with an always-on content strategy.

1. The Importance of an Always-On
Content Strategy

2. Drive reach, lift frequency, & optimize for engagement
with an “Always On” Strategy!
Shift targeting & strive to reach 10% of your priority
audiences as a best practice or lose prospect’s attention to
competition.
Increase frequency to 4 impressions/member to move them
to action.
Pair Display & Sponsored Update to achieve 44%
incremental reach while improving engagement by 3 times.
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2
3

3. 3
An “always on” strategy is more efficient from a cost and performance perspective
Effectiveness of “Always On”
Multiple live posts
increases audience
touchpoints &
performance

4. 44%
56%
1 - 3 4 +
Impressions delivered before first content
click
73%
27%
1 - 3 4 +
Impressions delivered per member
reached
Delivery of impressions prior to first content click 2015 YTD
(% of members that clicked on client’s sponsored updates)
Current distribution of SU impressions for client
(% of members reached with client’s sponsored updates)
Source: LinkedIn Internal Data
Case study: the majority of clicks on an Edu client’s SU campaign come after 4 impressions
Members must be nurtured prior to engaging

5. By adding Onsite Display and Sponsored InMail to your marketing programs
Expand your brand’s reach on LinkedIn by 44%
Source: LinkedIn internal data. Data reflects July 2015. Based on All LinkedIn members who are engaged.
▲44% Boost
Reach your target audience
wherever they are most
engaged in LinkedIn: Mobile,
desktop, newsfeed, inbox

6. By improving engagement with your target audience by 3 times
Display and Sponsored Updates working together
*Defined as Uniques Engaged over Uniques Exposed
Source: LinkedIn internal data. Data reflects H1 data for 71 companies
SPONSORED
UPDATES ONLY
1.3% Unique
Engagement
DISPLAY ONLY
0.9% Unique
Engagement
When exposed to both
products, individuals are
up to 3X more likely to
engage with your brand
compared to just one.
BOTH PRODUCTS
2.9% Unique
Engagement*
01 Onsite Display
Reach and engage your target audience and
prime them for more personalized messaging
02 Sponsored Updates
Educate and engage members with high-
performing content, priming your audience for
more personalized messaging

7. 7
42187 42197 42207 42217 42227 42237 42247 42257
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
7/2 7/6 7/13 7/20 7/27 8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21
TotalImpressions
UniqueReach
Running Weekly Reach – Example Edu Client
New Reach Returning Reach Total Impressions
Don’t limit audience exposure: Sponsored Updates reach new members over the course of a
campaign while re-engaging existing audience members
“Always On” & Incremental Reach

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