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.
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:
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.
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)
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
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.
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: