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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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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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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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