Su deep dive deck
-
Upload
chris-marpo -
Category
Marketing
-
view
134 -
download
0
Transcript of Su deep dive deck
![Page 1: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/1.jpg)
LinkedIn Sponsored Updates
![Page 2: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/2.jpg)
Content Marketing
![Page 3: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/3.jpg)
Content marketing is here to stay
Percentage of B2B Respondents
Using Content Marketing
2015 B2B Content Marketing Trends-North America: Content Marketing Institute / Marketing Profs
![Page 4: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/4.jpg)
Why Content Marketing on LinkedIn?
Accurate
profile-based targeting
Professional mindset that
makes members receptive to
brand content
Premium
audience of influencers and
business decision-makers
![Page 5: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/5.jpg)
Sponsored Updates: Targeted content marketing in
the world’s only professional news feed
5
Raise brand awareness
Drive Quality Leads
Build Customer
Relationships
![Page 6: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/6.jpg)
Sponsored Updates Product Demo
![Page 7: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/7.jpg)
Getting started on Sponsored Updates is as Easy as 1-2-3
Company Page
1. Create a Company
Page and/ or
Showcase Page
Campaign
1. Assign Company Page
Admin who will
post content
2. Designate your
Campaign Manager(s)
Content
1. Organize your Content
2. Outline an Editorial
Calendar
![Page 8: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/8.jpg)
Navigate to Your
Company Page
Or, set up a Business Account
![Page 9: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/9.jpg)
Choose a Company Update You already have content!
![Page 10: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/10.jpg)
Choose a Company Update You already have content!
Easy as 1-2-3
Creating a Sponsored Updates Campaign
![Page 11: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/11.jpg)
Step 1 Create an Ad Campaign
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Give your campaign
a name: Keep it simple
Include targeting regions,
dates, and versions
![Page 12: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/12.jpg)
Step 1 Create an Ad Campaign
Give your campaign
a name: Keep it simple
Include targeting regions,
dates, and versions
Choose a company update that
you want to sponsor.
Look through your company page to
review content you already have.
![Page 13: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/13.jpg)
Choose a company update that
you want to sponsor.
Look through your company page to
review content you already have. You will be able to see a preview for desktop, mobile, and tablet.
Step 1 Create an Ad Campaign
![Page 14: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/14.jpg)
Step 2 Choose Your Audience
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
LinkedIn enables you to choose whom to target using a variety of criteria.
![Page 15: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/15.jpg)
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Filter by location: continent, country, state, or region…
Step 2 Choose Your Audience
![Page 16: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/16.jpg)
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
… or choose which to exclude from your campaign.
Step 2 Choose Your Audience
![Page 17: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/17.jpg)
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Choose companies you want to target by the company name.
Step 2 Choose Your Audience
![Page 18: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/18.jpg)
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Step 2
…or by industry and
company size.
Again, you can choose to exclude companies
that don’t fit your targeting criteria.
Choose Your Audience
![Page 19: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/19.jpg)
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Step 2
Finally, target by job title, job function, or seniority.
Choose Your Audience
We offer a variety of
targeting options.
Experiment with what we
offer to reach the right
audience.
![Page 20: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/20.jpg)
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Step 2 Choose Your Audience
You can also target by:
• Schools
• Field and degree of study
• Skills
• Groups
• Gender
• Age
Audience Expansion will help you scale your
campaigns and discover new audiences.
![Page 21: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/21.jpg)
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Step 2 Choose Your Audience
You can also target by:
• Schools
• Field and degree of study
• Skills
• Groups
• Gender
• Age
![Page 22: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/22.jpg)
Step 3 Make Your Bids
Decide whether you
want to pay for clicks
or for impressions. Set a daily budget and bid. Set the start date. You’re done!
![Page 23: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/23.jpg)
Creating Direct Sponsored Content
![Page 24: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/24.jpg)
Access Campaign Manager
![Page 25: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/25.jpg)
Create a New Campaign
![Page 26: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/26.jpg)
Click on Direct Sponsored Content
![Page 27: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/27.jpg)
Once you’re satisfied, click Save
![Page 28: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/28.jpg)
Your Ad Will Appear As Available to Sponsor
![Page 29: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/29.jpg)
Set up Targeting…
![Page 30: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/30.jpg)
Make Your Bids…
![Page 31: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/31.jpg)
Your Direct Sponsored Content is now live.
![Page 32: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/32.jpg)
Your Direct Sponsored Content is now live.
Check Your Campaign
Performance on
Campaign Manager
![Page 34: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/34.jpg)
Getting Started Tips
![Page 35: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/35.jpg)
35
Your company website is a great place to start
leveraging content for Sponsored Updates
Specifics Where to look What to look for
Company
Website
Company Blog Relevant Content
Engaging Images
Cadence
Company Resources Videos
Whitepapers
Other Destinations
‘About Us’ Section Promoting other
Social Media Channels
PR/NewsSection Company Announcements
Industry news
![Page 36: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/36.jpg)
Address your audience directly, ask them
questions
Strong Visuals: Attention grabbing images such as
recognized leaders, interesting infographics
Type of content: Snack-able content, Lists,
valuable industry insights
Be Concise: Keep your intro
to 140 characters
Test what works for your audience with Direct Sponsored Content
Anatomy of a good Sponsored Update
![Page 37: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/37.jpg)
Turn your content into strategy with a content calendar
How much content is enough? We find that this number depends on your
marketing objectives. 2 posts per week is a good start for most companies. X2
Week of March 3
Week of March 10
Week of March 17
Monday, March 3, 14
Tuesday, March 4, 14
Wednesday, March 5, 14
Thursday, March 6, 14
Friday, March 7, 14
Monday, March 10, 14
Tuesday, March 11, 14
Wednesday, March 12, 14
Thursday, March 13, 14
Friday, March 14, 14
Monday, March 17, 14
Tuesday, March 18, 14
Wednesday, March 19, 14
Thursday, March 20, 14
Content Calendar Example Intro Copy Content Title URL Content Calendar is a planning
document that gives you and your
team at LinkedIn a plan of attack
for a successful Sponsored
Update campaign: Creates a publishing schedule that helps you maintain a consistent presence Visualizes your marketing strategy Acts as a communication point for all parties
![Page 38: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/38.jpg)
marketing.linkedin.com
![Page 39: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/39.jpg)
Sponsored Updates Best Practices
Make your customers more productive and successful 1
Be the editor: A/B test your headlines. Shorter tends to be better. 2
Stick to an Always-On Strategy and extend your reach with Audience Expansion 3
![Page 40: Su deep dive deck](https://reader031.fdocuments.us/reader031/viewer/2022030315/588279fb1a28ab24788b5287/html5/thumbnails/40.jpg)
©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. All Rights Reserved.
Questions?