This document discusses how to effectively engage audiences on LinkedIn. It begins by introducing the presenters and outlining the discussion topics. It then discusses key aspects of the buyer's journey and how LinkedIn can be used to target audiences and engage prospects throughout the process. Specific tactics for LinkedIn Sponsored Updates are presented, including optimizing content distribution, leveraging various LinkedIn touchpoints, and testing content. The presentation concludes with a Q&A section.

2. Presenters
Andrew Kaplan
Sr. Product Marketing Manager
LinkedIn Marketing Solutions
@andrewjkaplan
Cassandra Clark
Marketing Manager, Demand Generation
LinkedIn Marketing Solutions
Alexandra Rynne
Associate Content Marketing Manager
LinkedIn Marketing Solutions
@amrynnie

3. 3
• Got a question? Submit it in
the Q&A box.
• Follow us for more:
@LinkedInMktg
How to Engage with Us

4. Let’s talk about
4
• What’s the buyer’s journey really like?
• Rethinking content marketing with LinkedIn
• How LinkedIn uses Sponsored Updates to hit our own
marketing objectives
• Q&A

5. It’s a challenging world
10
Pieces of content
are consumed before
a purchasing decision
is made**
Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

6. 74%
90%
Of B2B buyers choose a vendor that’s first to help them
with useful content.
-Source: Inside Sales
Amount of purchase process that buyers complete
before making contact with vendor.
-Source: Forrester
Target your audiences with relevant content and
engage prospects throughout buyer’s journey

7. LinkedIn Sponsored Updates allow you to publish
relevant content in the world’s only professional feed
7
Get started at
linkedin.com/adsRaise brand awareness
Drive Quality Leads
Build Customer
Relationships

8. Source: LinkedIn data;
MBA graduates
3MM+
IT Decision
Makers
4.1MM+
C-level execs
6.8MM+
Opinion Leaders
11.5MM+
Target a high-quality audience using complete data
from the professional member profile

9. Danielle
Seattle, WA USA
Boston University
COMPANY
NAME
INDUSTRYSIZE
SCHOOL
LOCATION
JOB
TITLE
SENIORITY
FUNCTION
FIELD OF STUDY
DEGREE
GRADUATION AGE
SKILLS
GROUPS
IP
Communication
Bachelor of Science
2011, 25-
34
Simply Measured, 51-200,
Internet
Senior Marketing Manager,
Marketing, Senior IC
CMA, LEWIS, Social Tools
SEO, Social Media, Digital
Marketing, Blogging

10. On LinkedIn, speak to the professional mindset

11. -Source: The Mindset Divide: Revealing the Emotional Differences
Between Personal and Professional Networks
On LinkedIn, speak to the professional mindset

12. B2B marketers call LinkedIn their most effective
and widely-used content platform

13. How we use Sponsored Updates
LinkedIn Marketing Solutions

14. Keep your content in front of your target audience in the LinkedIn feed
Raise brand awareness and build relationships
Drive leads with the right content at the right time
Exhibit industry, product and cultural thought leadership
Stay top of mind and nurture prospects through the buyer’s journey
#LinkedInMktg
Optimize Content Distribution

15. #LinkedInMktg#LinkedInMktg

16. #LinkedInMktg
Visual is the New Headline
• Utilize rich media with eye-catching imagery
• Ensure the image matches the messaging
• Get more creative with your photos
• People like images of people
• Make sure it’s the optimal size: 1200x627
• Text safe area: 1000x586

17. #LinkedInMktg
Keep it Short & Sweet
• Minimal text performs better
• Remove unnecessary words for
more concise writing
• Using words like ‘you’ and ‘your’
resonate with audiences

18. #LinkedInMktg
Example: Top Performer
“Deliver the right content to the right people
and boost quality leads on LinkedIn.”

19. #LinkedInMktg
Snackable Stats Work Wonders
Lift short statistics and quotes from your content increase engagement
Stats out-perform quotes
People are more likely to engage with and share content that makes them
appear more knowledgeable

20. #LinkedInMktg
Example: Top Performer
“Are you ready to provide the first
(and best) solution to suit your
prospects’ needs?”

21. #LinkedInMktg
Variety is the Spice of Life
• Create a variety of promotional social graphics to avoid creative fatigue
• We typically create 5 quote images and 5 stat images for any product launch

22. #LinkedInMktg
Example: Top Performers

23. LEVERAGE THE LINKEDIN ECOSYSTEM
BRAND TOUCHPOINTS DISTRIBUTIONCONTENT
COMPANY PAGE
LEADERSHIP
PROFILES
EMPLOYEE
PROFILES
COMPANY UPDATES
(SPONSORED & ORGANIC)
INDIVIDUAL UPDATES
INDIVIDUAL POSTS
THE FEED
#LinkedInMktg

24. CARVE UP THE TURKEY
#LinkedInMktg

25. Multi-channel, always on approach for all “Big Rock”
campaign launches
25

26. Blended approach to always-on strategy
Evergreen Provisional+

27. Content strategy must resonate with your target
audience on LinkedIn

28. Using Direct Sponsored Content for personalization

29. #LinkedInMktg
Using Direct Sponsored Content to test and
optimize messaging
Image test
CTA test
Copy test

30. #LinkedInMktg
+146% engagement
Direct Sponsored Content: Image Test

31. #LinkedInMktg
+165% Clicks
+126% Impressions
Direct Sponsored Content: CTA Test
Join Register

32. #LinkedInMktg
+571% Clicks
+490% Impressions
Direct Sponsored Content: Copy Test

33. #LinkedInMktg#LinkedInMktg

34. #LinkedInMktg#LinkedInMktg
Q & A