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Developing High-Performing Content,
Ad Creative, and Landing Pages
for LinkedIn Lead Accelerator
​ Kitty O’Connell
​ Marketing Automation Consultant
​ LinkedIn

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How to Engage with Us
Got a Question?
• Submit it in the Q&A box.
Follow Us for More:
• @LinkedInMktg

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Let’s Talk About…
Context:
• Creating Killer Content, Creative &
Landing Pages to Optimize your Lead
Accelerator Program
Session Breakdown:
• Identify Goals Before Content
• Content: Where do I start?
• Creative: How do I get clicks?
• Landing Pages: How do I get names?
• Additional Best Practices
• QA

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Goal Setting Before Anything Else
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What Are My Goals?
Successful programs have clear, defined goals
1 What will make Lead Accelerator a success?
• Examples: # of net-new names, % of MQLs, Increased engagement on content, Fuller profiles via progressive profiling
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Who is my target audience?
• Of the traffic coming to my site or the known contacts in my database, Is there a specific audience that is of higher value?
What is my goal for this audience, what do I want them to take-away?
• Examples: Position your brand top of mind, Highlight a specific solution, Highlight a point of differentiation
Understand what success looks like and who you will be speaking to before content enters the equation.

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Let’s Talk Content
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Understand what content is in your library
Don’t Reinvent the Wheel
• Create a master list of your
content:
• Asset Name
• Type
• Audience
• Topic or Solution specific?
• Gated or Ungated
• Part of the funnel?
• Creative built?
• Historical performance
• Everyone loves turkey
sandwiches after Thanksgiving!
• Re-purpose long form content
into more digestible, snack-able
content:
• Short whitepapers, datasheets,
Infographics, quizzes
• Whitepapers
• eBooks
• Guides
• Analyst Reports
• Case Studies
• Demos
• Free Trials
• Videos
• Blog Posts
• Webinars
Track Your Content Make Leftovers
Content to Consider for
LLA

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ACQUIRE
ENGAGED
LESS ENGAGED
Awareness
Interest/Consideration
Favorability
Action/Purchase
Awareness/Thought Leadership:
Lists, Guides, ‘How-to’ eBooks, Short White Papers,
Infographics, Checklists, Blog Posts, Videos
Education:
White Papers, eBooks, Product Previews, Case
Studies, Research/Reports
Special Offer:
Demos, Webinars, Case Studies, Data Sheets, ROI
Calculators, Free Trials
STAGE OF THE FUNNEL CONTENT TYPE
B2B buyers are consuming 2-7 pieces of content
from a vendor before purchasing*
Mapping Content to the Funnel
*Source: DemandGen 2014 B2B Buyer landscape
Recommended: 3-4 pieces of
content per phase

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Goal: Feed our e-mail nurture program with net-new names
LinkedIn Segmentation: Product & Buyer’s Journey
Example Nurture & Content Strategy
Marketer’s Guide
to LinkedIn
Executive
Playbook
5 Minute Primer:
Multi-Channel
Nurture
Thought
Leadership
Guide
Homepage
Bouncers
What do we know about
this audience?
Serve Thought
Leadership & Low-
Friction Content
LLA
Pages
What do we know about
this audience?
LLA: Success
Stories
LLA Guide
Serve Product-Specific
Content
Marketer’s Guide
to LinkedIn
Thought
Leadership
Guide
Serve Thought-
Leadership, Low
Friction-Content for
those who didn’t convert
on product offers

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How Do I Get Prospects to Click?
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5 points to keep in mind when creating LLA ads
Develop Killer Ads
1 Develop ads with your audience in mind:
• Where is this prospect in the funnel? Homepage Bouncer, Engaged, Known?
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Channel relevancy
• Where will these ads appear? Display vs. Facebook vs. LinkedIn
3 Clear CTA
• Life is hectic, don’t let your ads be
4
Timely & Relevant Messaging
• Include benefit messaging– no one wants to risk being left behind: “Increase attention spans 52% with video meetings”, “Does your API suck?
We can help.”
• Introduce a sense of urgency: “Now”, “Today”, “Recruiting is evolving- are you?”
5 Hero Image
• Do you click on boring images?

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AWARENESS & THOUGHT LEADERSHIP
Content Type = Infographic
CTA: “Free Infographic”
EDUCATION
Content Type = Guide
CTA: “Download”
SPECIAL OFFER
Content Type = Free Demo
CTA: “Free Demo”
Get in front of prospects with the right message, at the right time
Mapping Creative Messaging to the Funnel
Recommended: 3-4 pieces of content per stream
Awareness Interest/Consideration Favorability Action/Purchase

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• Brand Logo prominent, yet CTA is still large & clear
• Low Friction Content: encourages user to consume content &
engage with the site, position brand in thought leadership space
• Other Content That Works: Top Ten lists, ‘How-to’ eBooks,
Short White Papers, Infographics, Checklists, Blog Posts, Videos
Why it works…
LEAST ENGAGED
ACQUIRE
MOST ENGAGED
Use Thought Leadership to Engage Site Visitors and appeal to a broad audience
Homepage Bouncer Creative
ENGAGED

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• CTA is still large & clear
• Low Friction Content that is slightly more promotional/directly
correlated with buyer’s interest
• Other Content That Works: White Papers, eBooks, Product
Previews, Case Studies, Research/Reports
Why it works…
ENGAGED
ACQUIRE
LEAST ENGAGED
Help Visitors Understand What You Do with Valuable Information,
without Being Too Promotional
Engaged Visitor Creative
MOST ENGAGED

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• CTA is more aggressive & visually dominant: “Try Today”
• Relevant value prop that is likely to resonate with a user that
has already engaged/done research
• Other Content That Works: Demos, Webinars, Case Studies,
Data Sheets, ROI Calculators, Free Trials
Why it works…
ACQUIRE
MOST ENGAGED
ENGAGED
LEAST ENGAGED
Differentiate Your Company from Competitors by
Giving Visitors Tools to Determine Fit & Need
Qualified/Converted Visitor Creative
Try Today

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Consider where your audience will see each message & customize
Optimizing Based on Channel
Display Facebook Newsfeed
LinkedIn Sponsored Content

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Okay, They Clicked.
How Do I Get Their Name?
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Create a Seamless Experience from your Ad:
Provide More, Digestible Information & a Prominent CTA
Optimize Your Landing Pages
● Visually match my ad?
● Have a clear, compelling title?
● Include a description of the offer
that is easy to scan?
● Bullet point easy, digestible &
key benefits
● Include a visual of your content?
● Include a short form with
minimal fields?
● Have a clear call to action button
that stands out?
● Have minimal or no navigation?
Aka a single-purpose.
Does my landing page…

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Only Include Business-Critical Form Fills &
Keep Your CTA Button Big & Beautiful
Optimize Your Registration Form
No one wants to fill out a lengthy form. Only capture the information you absolutely need – this will help
with conversions, especially on mobile. Marketo reports a $10 drop in CPL when shortening a form from
9 fields to 5
If you require a longer form, use
Autofill to increase data quality
and conversion rate

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Create a Seamless Experience from your Ad:
Provide More Information & a Prominent CTA after Conversion
Use Thank You Pages To Deliver Content
1. After form submit, load a thank you
page with a URL different than the
landing page for easy tracking
2. Deliver content via additional click
( PDF) or via email
3. Link to secondary information or
CTAs for further engagement
Best Practice:

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A Few More Tips to a
Killer LLA Program
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Additional Tips:
Wave Order Based on Content Type & Performance
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Avoid offering low funnel content to high-funnel
audiences. They won’t convert & You won’t be
happy.
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Put your best wave forward. If a lower stream
wave is performing better, move it up!

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Nurture Stream Performance By Segment & Creative
Additional Tips:
Test, Test, Test!

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Content Comes in
Many Forms
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You Don’t Need a Ton of
Creative to Get Started
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Use your Content to
Drive Segmentation
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Align Content with
Segmentation
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Content Can Be
Gated or Ungated.
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Optimize Ad Copy
Based on Channel
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Use Wave Order to
Your Advantage
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Lean on Social
Channels if Necessary
What Else?
Content Best Practices

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Start simple! It’s very easy to get complex with this product quickly, so
start simple and then optimize for maximum performance.
Leverage new content. Content is constantly being created, so don’t be
afraid to use new content for your Lead Accelerator program.
Test and optimize. This is a “living” program that needs some love. If
something isn’t working, pause it and try new content.
Give your program time. Your program needs some time to ramp-up
before you make any big adjustments. You’ll want to see what works
before you start to optimize and data becomes statistically significant.
A Few Final Thoughts

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Help Center Links:
• Developing an Audience and Content Strategy
• http://help.lms.linkedin.com/hc/en-us/articles/206477247-Developing-an-audience-and-content-strategy
• Nurturing Homepage Bouncers
• http://help.lms.linkedin.com/hc/en-us/articles/204631968-Nurturing-Homepage-Bouncers
• Nurturing Visitors to Product Pages, Landing Pages and Blog
• http://help.lms.linkedin.com/hc/en-us/articles/205741728-Nurturing-Visitors-to-Product-Pages-Landing-
Pages-and-Blog
• Nurturing Known Contacts
• http://help.lms.linkedin.com/hc/en-us/articles/205656738-Nurturing-Known-Contacts
Other Resources
• The Sophisticated Marketer’s Guide to Thought Leadership
• https://business.linkedin.com/marketing-solutions/c/14/10/sophisticated-marketers-guide-to-thought-
leadership
Helpful Links

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QA
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