best practices for marketing on linkedin
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#LinkedInMktg
#LinkedInMktg
Keith Richey
Director, Global Marketing
December 17, 2014
Best Practices for Marketing on
Marketing best practices
Our team’s approach
Consumer evolution
#LinkedInMktg
Your buyers’ behavior is forever changed
#LinkedInMktg
#LinkedInMktg
Through the buying cycle
90%
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#LinkedInMktg
12:00PM
6:00AM
9:00PM
9:00PM
Mobile at the Center of Consumers’ Lives
#LinkedInMktg
Be accurate Be helpful Be everywhere
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And what does it mean to your brand?
Three new keys to success:
#LinkedInMktg#LinkedInMktg
Marketing best practices
Our team’s approach
Consumer evolution
#LinkedInMktg#LinkedInMktg
Find your audience
Shape perception
Establish trust
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Measure and optimize
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3 best practices to build your brand on LinkedIn
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#LinkedInMktg#LinkedInMktg
Lives in Dallas
Small business owner Heavy mobile and iPad user
James Gill
Identity
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#LinkedInMktg#LinkedInMktg
500+ connections
Member of groups about
entrepreneurship
Shares content daily on LinkedIn
Network & knowledge
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James Gill
#LinkedInMktg#LinkedInMktg
Professionals just like him can be reached on LinkedIn through
330 Million+
powerful targeting capabilities
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#LinkedInMktg#LinkedInMktg
Target the customer
you need to reach
Target professionals who live in target cities along key routes
Identify members who belong to LinkedIn groups related to business travel in Asia
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“We knew we needed to advertise where business people – and especially the
business travelers – are going to be. They’re on LinkedIn.”
Dennis Owen
VP Marketing Americas, Cathay Pacific Airways
#LinkedInMktg#LinkedInMktg
Find your audience
Shape perception
Establish trust
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Measure and optimize
2 31
3 best practices to build your brand on LinkedIn
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#LinkedInMktg#LinkedInMktg 15
Standard Display Ads
Reach the right audience at the right time on the most accountable medium
Target influential professionals with precision
Drive high-quality audiences to your website
#LinkedInMktg#LinkedInMktg
Build brand awareness
and leads with
targeted campaigns
Reached 170k business decision makers
.07% CTR for branding ads
Numerous qualified meetings scheduled as a result
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“LinkedIn helps you target the CIOs and senior IT executives you need to drive
new business.”
Jason Kane
Account Director, Anvil Media Inc. (agency)
#LinkedInMktg#LinkedInMktg
Find your audience
Shape perception
Establish trust
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Measure and optimize
2 31
3 best practices to build your brand on LinkedIn
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#LinkedInMktg#LinkedInMktg 18
Company Pages
Share content and opportunities to make professionals more productive and successful.
Your destination to establish your company's identity and build relationships with the world's professionals
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#LinkedInMktg#LinkedInMktg 20
Showcase Pages
Create a dedicated page for aspects of your business with their own messages and audience segments to share with
Share focused content to build a relationship with a specific audience
Effectively segment your audience, and deliver the right message to the right audience.
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Sponsored Updates deliver rich content
across all devices in the LinkedIn feed
#LinkedInMktg#LinkedInMktg
50% more likely to agree that “Adobe is shaping the future of digital marketing”.
79% more likely to agree that “Adobe can help me optimize my media spend”
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Brand awareness with
Sponsored Updates
“Sponsored Updates allowed us to reach the right audience on the right channel,
ultimately helping to move the needle on a primary objective – to inform and
educate marketers that Adobe is an industry leader in providing digital marketing
solutions.”
- Maria Poveromo, Sr Director PR, AR and Social Media, Adobe
#LinkedInMktg#LinkedInMktg
Find your audience
Establish trust
Be personal
Geography
Function
Industry
Seniority
Company Updates
Sponsored Updates
Sponsored InMail
Spotlight Ad
Measure and optimize
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3 best practices to generate leads on LinkedIn
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#LinkedInMktg#LinkedInMktg 24
Sponsored InMail
Send a personalized message directly to a member’s inbox
Ensure standout; just one message is sent every 60 days
Prompt user to take action with customizable response button
#LinkedInMktg#LinkedInMktg
Impact the right
decision makers with
Sponsored InMail 29% open rate
23% CTR
Qualified meetings with people who met specific criteria
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“We can target exactly the people we want to reach while achieving the scale to
fulfill our campaign.”
J.P. Walti
Director of Demand Generation, Hearsay Social
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Maximize reach
across LinkedIn
InMail
Reach in the inbox on desktop and mobile
Display
Reach across desktop pages
Sponsored Updates
Reach across all devices via the LinkedIn feed
by combining Display, Sponsored Updates, and InMail
#LinkedInMktg#LinkedInMktg
26% of new leads come from Display Ads; 6% of leads come from updates.
Generated higher quality leads than from any other channel
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Awareness and leads
with display, inMail and
Sponsored Updates
“LinkedIn is a social network where we can specifically target people who are in a
position to be making important business decisions.”
- Betsy Schneider, VP of Marketing Services, BI Worldwide
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The most effective platform for marketers to reach audiences,
nurture prospects and acquire customers
Share relevant content
and campaigns with the
world’s professionals
Content & Campaigns
Get to the right people
with precision-focused
B2B multi-channel
marketing
B2B Marketing
#LinkedInMktg#LinkedInMktg
Marketing best practices
Our team’s approach
Consumer evolution
#LinkedInMktg#LinkedInMktg
Our blog is core to our content marketing strategy
EVENTS
SPONSORED
UPDATES
SOCIAL +
ONLINE
BLOG
#LinkedInMktg
Blog: Focus on relevance, variety, frequency
#LinkedInMktg
Big Rock content fuels performance
#LinkedInMktg
LinkedIn Showcase Page as key content hub
#LinkedInMktg
Customer engagement
Channel traffic
High quality leads
Sponsored Updates drive results
#LinkedInMktg
Targeted InMails complement the feed with even more
personal communication
#LinkedInMktg
Be accurate Be helpful Be everywhere
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Keys to Success
#LinkedInMktg
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