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LinkedIn Sponsored Updates
Content Marketing
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
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
Sponsored Updates: Targeted content marketing in
the world’s only professional news feed
5
Raise brand awareness
Drive Quality Leads
Build Customer
Relationships
Sponsored Updates Product Demo
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
Navigate to Your
Company Page
Or, set up a Business Account
Choose a Company Update You already have content!
Choose a Company Update You already have content!
Easy as 1-2-3
Creating a Sponsored Updates Campaign
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
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.
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
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.
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
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
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
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
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.
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.
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
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!
Creating Direct Sponsored Content
Access Campaign Manager
Create a New Campaign
Click on Direct Sponsored Content
Once you’re satisfied, click Save
Your Ad Will Appear As Available to Sponsor
Set up Targeting…
Make Your Bids…
Your Direct Sponsored Content is now live.
Your Direct Sponsored Content is now live.
Check Your Campaign
Performance on
Campaign Manager
Getting Started Tips
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
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
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
marketing.linkedin.com
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
©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. All Rights Reserved.
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