Live from LinkedIn: The Secret Sauce to Marketing on LinkedIn
Transcript of Live from LinkedIn: The Secret Sauce to Marketing on LinkedIn
1Feb2017
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Alexandra RynneContent Marketing Manager, LinkedIn Marketing Solutions
Cassandra ClarkSenior Marketing Manager,
LinkedIn Marketing Solutions
Gaurav NihalaniCampaign Manager,
LinkedIn Marketing Solutions
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Campaign best practices
Always be testing
Using a multi-channel approach
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People spend time on other social networks, but they invest time on LinkedIn.
92%
of B2B marketers leverage LinkedIn
over all other social platforms.
79%
of B2B marketers view LinkedIn as an effective source for
generating B2B leads.
46%
of social media traffic coming to
your company site comes from LinkedIn.
94%
of all B2B marketersuse LinkedIn to
distribute content.
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Why is all of this content so important?
9Bcontent impressions
per week are delivered in the LinkedIn feed. 10
pieces of content are consumed
before a purchasing decision is made.
7.2M Company Pages are on LinkedIn.
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Meeting your objectives
We keep our followers updatedwith product launches and
feature enhancements.We encourage our own employees to
share best practices to convert marketing success on LinkedIn.
Brand Awareness
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Meeting your objectives
We created a graphic with a quote featuring LinkedIn influencer, Brian Solis. Then we sponsored it and pinned it to the top of our LinkedIn Marketing Solutions
Showcase Page. This Sponsored Content post drove 660 new blog subscriptions.
(That’s 3% of total conversions.)
Thought Leadership
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Meeting your objectives
One of our evergreen pieces of content, The Sophisticated
Marketer’s Guide to LinkedIn, continue to generate the highest
number of downloads and the highest number of marketing qualified leads.
Lead Generation
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Our unique approach to testing
LinkedIn Sponsored Content & Direct Sponsored Content
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News Feed?
Company Page?
Direct Sponsored Content
Showcase Page Updates
News Feed?
Company Page?
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Image testsAn object versus a human
B
A
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Image TestsBackground color
B
A
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Test variations in copyCTA test
BA
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Test variations in copyIncorporating a stat
B
A
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Character count test
BA
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Test creative placement
B
A
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The kitchen sink test
B
A
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What we learned
People like images of people
Use a background with
visual interest
Test different CTAs to see what
works best for your audience
Incorporate an interesting stat to
drive interest
Keep your update 150 characters
or fewer
Draw your reader’s eye
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3 Testing principles
Plan to run tests for at least 3 weeks
Only test one variable at a time
Keep bid rates the same when testing targeting
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3 of our finest testing tips
Run multiple creatives
Create unique tracking parameters
Set campaigns to “Rotate Variations Evenly” for testing
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Our multi-channel approach
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Best practicesTargeting
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Targeting
Niche vs. expanded, wide-net approach
Audience expansion
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Driving personalizationTargeting by industry
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Driving personalization
B
A
Targeting by titles & skills
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Targeting best practices
Start campaign with broad targeting
Align your content and targeting
strategy
Don’t be afraid to experiment
Try audience expansion
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Best practices: Bidding
Bidding within the suggested range results in maximizing your ROI. You may not win every auction this way but you do maximize the return on your spend.
Bidding above the suggested range results in higher click-through and conversion rates.
How do you determine your daily budget?
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Campaign management: Campaign naming
Business line/product
Reference to the marketing campaign title
Geo/region
Industry/function if the campaign is vertical specific
A unique campaign ID that matches with our other channels
At LinkedIn, we like to include the following in our campaign names:
Campaign type (i.e., Webinar, whitepaper, etc.)
A date range for the campaign timeframe
“Product_CampaignName_CampaignType_
Geo_UniqueID”
Here is an example of a campaign name:
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Creative best practices
Use rich media - 1200x627 image (text safe area: 1000x586)
Create 3-4 different Sponsored Content images to test against each other within each campaign
Feature short stats and quotes
Keep copy on the creative to a minimum
Make sure the imagery matches the messaging
Move beyond stock photos
Visual is the new headline
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Creative best practicesVisual is the new headline
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Repackaging your sauce
Measurement
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LinkedIn conversion tracking
CostPer Lead
MarketingQualified Leads
SalesQualified Leads
MarketingImpacted Pipeline
RevenuePer Opportunity
With conversion tracking, you can:
Track leads from your LinkedIn ad campaigns
Understand the ROI of your spend
Optimize for results that matter most1 2 3
Setting up your conversion tracking
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Select conversion tracking under Tools
Create your insight tag by entering the URL you are tracking off of
Copy and paste your insight tag in the footer of your website
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Creating a conversion action
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Adding conversion tracking to a campaign
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LinkedIn conversion tracking
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LinkedIn conversion tracking
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Campaign checklist
Determine your objectives
Visual is the new headline
Always be testing
Run tests for at least 3 weeks
Keep bid rates the same when testing targeting
Create unique tracking parameters
Set campaigns to “rotate variations evenly”
Start campaign with broad targeting
Align your content and targeting strategy
Try audience expansion
Use LinkedIn Conversion Tracking
Don’t be afraid to experiment
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Get the Secret Sauce
Download
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Q&A