best practices for marketing on linkedin

#LinkedInMktg

#LinkedInMktg

Keith Richey

Director, Global Marketing

December 17, 2014

Best Practices for Marketing on

LinkedIn

Marketing best practices

Our team’s approach

Consumer evolution

#LinkedInMktg

Your buyers’ behavior is forever changed

#LinkedInMktg

#LinkedInMktg

Through the buying cycle

90%

5

#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



Consumer evolution


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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Lives in Dallas

Small business owner Heavy mobile and iPad user

James Gill

Identity

10


500+ connections

Member of groups about

entrepreneurship

Shares content daily on LinkedIn

Network & knowledge

11

James Gill


Professionals just like him can be reached on LinkedIn through

330 Million+

powerful targeting capabilities

12


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

13

“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


Find your audience

Shape perception

Establish trust

Geography

Function

Industry

Seniority

Display Ads

Content Ads

Company Updates

Sponsored Updates

Company Updates

Sponsored Updates


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14

#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


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)


Find your audience

Shape perception

Establish trust

Geography

Function

Industry

Seniority

Display Ads

Content Ads

Company Updates

Sponsored Updates

Company Updates

Sponsored Updates


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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

#LinkedInMktg 19


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.


Sponsored Updates deliver rich content

across all devices in the LinkedIn feed


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


Find your audience

Establish trust

Be personal

Geography

Function

Industry

Seniority

Company Updates

Sponsored Updates

Sponsored InMail

Spotlight Ad


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3 best practices to generate leads on LinkedIn

23


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


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


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


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


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




Consumer evolution


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

best practices for marketing on linkedin

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