LinkedIn Marketing Solutions 101Ryan Wilson, B2B Agency LeadBrittany Curtis, Agency Consultant

Ryan Wilson B2B Agency Lead | Chicago

Brittany CurtisAgency Consultant | Chicago

Agenda

1 LinkedIn For Members• Build and Leverage your Professional Brand

2 LinkedIn For Marketers• LinkedIn Marketing Solutions• Case Studies

3 LinkedIn For Agencies • Tools and Resources for Agencies

LinkedIn For Members

Connect the world’s professionals to make them more productive and

successful

LinkedIn’s Mission

6

450M+ Professionals

Profile

Your DigitalProfessional Brand

Profile

Your DigitalProfessional Brand

8

Keeping up withtheir networks

Engaging with relevant, targeted content

Following companies they care about

Connectingwith contacts

Checking InMail from contacts, recruiters and brands

Stay Connected

Stay Informed

Get Hired

Influencers

Pulse Publishing Platform LinkedIn

Our ContentEvolution

LinkedIn For Marketers

Profile

Member ProfileDeciphered

Danie

Seattle, WA USA

Boston University

COMPANY

NAME

INDUSTRYSIZE

SCHOOL

LOCATION

JOBTITLE

SENIORITY

FIELD OF STUDY

DEGREE

GRADUATION AGE

SKILLS

GROUPS

IP

CommunicationBachelor of Science

2011, 25-34Simply Measured, 51-

200, Internet Senior Marketing

Manager, Marketing, Senior IC

CMA, LEWIS, Social Tools

SEO, Social Media, Digital Marketing,

Blogging

LinkedIn Personas Career ChangersBachelors, but no MasterYoung & Upwardly Mobile

FUNCTION

Assisted (through a LI Rep)$25K/quarter minimum

Self-Service, Online AdsNo spend minimums, can pay with credit card

Sponsored Updates Sponsored Updates

Sponsored InMail Text Ads

LinkedIn Dynamic Ads (Onsite Display)ABM Targeting Capability (for SU &

InMail)LinkedIn Persona Targeting Capability

Assisted vs. Self-ServiceHow to Work with LinkedIn

• Clients/agencies are able to provide their LinkedIn team with a .csv file of up to 30K companies (not e-mails), minimum of ~400 companies

• This capability is only offered for assisted Sponsored Updates & Sponsored InMail campaigns (not available in self-serivce) 

• We will be able to layer on normal LinkedIn targeting (seniority, job function, etc.) on top of this list

• You can use this list to include or exclude in your targeting strategy

Sponsored Content and Sponsored InMailExtending Account-Based Marketing

ASSISTED

• Objectives: Brand Awareness or Lead Gen

• Extend your brand’s messaging to audiences beyond your company page followers

• Choose to invest on a CPC orCPM model

• Use Direct Sponsored Content to easily personalize and test your content ads

Deliver rich content in the LinkedIn feed across all devices

LinkedIn Sponsored ContentASSISTED &

SELF-SERVICE

Find detailed specs here: http://adspecs.liasset.com/

Five Quick Sponsored Content Tips

Tip #1:

Clickable link in headline

CTA creates urgency

If DR is the Goal, Design for an Action

Tip #2:Target Intelligently

Do start your targeting broad

Do utilize “IC” segment

Don’t combine all demographicsin one campaign

Don’t start too niche

19

Tip #3:ALWAYS Test and Optimize

Tip #4:Give your Content Strategy a Voice

Directly calls out the Target

Tone is human and

casual

21

Tip #5:All Professional are Consumers too…

• Objectives: Direct Response

• Breakthrough the limits of traditional email marketing with 100% deliverability

• Engage your key audiences across desktop and mobile

Find detailed specs here: http://adspecs.liasset.com/

Drive more leads and get the attention of your highest-value audiences on LinkedIn with targeted messages delivered right to their inboxes

LinkedIn Sponsored InMailASSISTED

InMail for Reports, eBooks & Whitepapers

• Objectives: Brand Awareness

• Reach professionals in a focused, relevant context

• Deploy a variety of formats from IAB standard formats to highly engaging native ads such as Spotlight Ads and Follow Company Ads

Find detailed specs here: http://adspecs.liasset.com/

Reach and Engage more than 433M ProfessionalsLinkedIn Native Display

ASSISTED

• Objectives: Brand Awareness

• Reach professionals in a focused, relevant context

• Use your own first- or third-party data to retarget website visitors, CRM contacts, lookalike audiences and more.

• Leverage LinkedIn audience segments to programmatically reach professional audiences based on their company size, seniority, professions and more. Find detailed specs here: http://adspecs.liasset.com/

Reach and Engage more than 450M ProfessionalsLinkedIn Programmatic Display

PROGRAMMATIC

OpenAuction

LinkedInPrivate

AuctionsTarget/retarget using your own

data ✓ ✓Target using predefined LinkedIn

audience segments* ✓LinkedIn homepage targeting

option ✓Advertisers must be whitelisted Yes Yes

*Targeting that uses first- and third-party cookie data cannot be combined with LinkedIn audience segment targeting.

LinkedIn For Agencies

Manage the Content and Insights on a Company PageLinkedIn Company Pages

A Look at What’s Trending on LinkedInTrending Content

Search by Segment Search by Topic

How Engaging is Your Brand Compared to its Competitors?

Content Marketing Score

LinkedIn Data Overlay on your Website TrafficLinkedIn Insights Tag

• Discover the business demographics of your website

• Track conversions for Sponsored Content and Text Ads through the Insights Tag

 Visit business.linkedin.com for more information

Thank You!

Best Practices, Case Studies and WebcastsQuick Resources

• Check out LinkedIn’s Agency Microsite and Blog for updated resources and webcast recordings.

• Visit the eBook and webinar library for updated best practices and examples of best in class advertising on LinkedIn.

• Visit the Marketing Solutions case study library to see how brands in various regions and industries are engaging with the world’s largest network of professionals.

• Learn how to become an admin of your client’s company page

LinkedIn offers growing businesses an easy, self-service advertising platform to generate leads from their target audiences through Text Ads and Sponsored Updates. Marketers can get in front of the right prospects and drive them to their landing pages. Pay-per-click (PPC) or cost per impressions (CPM) pricing options without long-term contracts allow advertisers to fully control their own budgets.

Get in front of the right prospects of business decision-makers and drive them to your landing page to generate high-quality leads while controlling your costs. Stay visible while your audience is active throughout the platform.

Where do they appear?• Desktop only

• Text link at top ofhomepage (images/logos omitted); right-hand rail or horizontally at bottom of LinkedIn pages: homepage, profilepage, search results, groups, SlideShare

Reach a premium professional audience where they’re most engaged, proactively consuming content in the LinkedIn feed across all devices. Increase brand awareness and credibility by developing relationships with prospects early in the consideration process and drive high-quality leads.

Where do they appear?• Desktop, tablet, phone

• LinkedIn news feed

LinkedIn Online Ads (Self-Service)

Get Started with Online Ads Here!

Text Ads Sponsored Updates

.

Custom Call to Action Button

Image Banner for Branding Impact

Easy to Navigate Left

Pane

Custom Greeting

Custom Greeting

Easy to read formatting

Contextual hyperlink

Easy to navigate opt-out menu

1. Assisted SU and Sponsored InMail products 2. Matching only on company name .CSV template format 3. We must match at least 100 companies 4. Suggested list size: 500 companies; Maximum 30K companies5. Audience Expansion is not be available at this time6. All standard targeting facets available except Member Personas7. Matched company list can’t be shared with customers for privacy/compliance

reasons8. Standard Campaign Manager reporting will be available. Reporting at company

level will not be available for privacy/compliance reasons.

9. No same day campaigns +48 hours for forecast & launch SLAs10. Include or exclude up to 30K companies

10 Things You Need to Know About Account Targeting on LinkedIn

• 2015 Sophisticated Marketer’s Guide to LinkedIn (comprehensive, indexed guidebook to leveraging LinkedIn for brands)https://linkedin.box.com/LNKD-SophGuide-2015

• Crash-course in Full-funnel Marketinghttps://linkedin.box.com/Funnel-Marketing

• LMS Blogs (navigate by topic)http://marketing.linkedin.com/blog/topics/

• “How Agencies Can Leverage the LinkedIn Ecosystem” (recorded webinar)http://www.slideshare.net/LImarketingsolutions/live-webinar-how-agencies-can-leverage-the-linkedin-ecosystem

• “Mindset Matters” Research (2012) – Personal vs. Professional network audience behaviorhttps://linkedin.box.com/Mindset-Divide

• “Spotlight on Content” Research (2014) – A refresh of the Mindset analysis above, focusing on content engagementhttps://linkedin.box.com/Mindset-Spotlight-On-Content

• B2C Audience, the ‘Prosumer’ Research – In-depth look at Professionals as Consumers on our platformhttps://linkedin.box.com/B2C-prosumer-ebook

• “Social Bridge to the IT Committee”https://linkedin.box.com/US-ITCommittee-Research

• LinkedIn Partner Program (SU API partners (4C, Social.com, etc.), Certified Development & Content Partners (e.g. FHContentWorks)https://business.linkedin.com/marketing-solutions/certified-marketing-partners

• The LinkedIn Economic Graph Projecthttps://www.linkedin.com/company/linkedin-economic-graph

• Published posts by CEO Jeff Weiner (a look at how he thinks, how he leads, sings karaokes, and more …)https://www.linkedin.com/today/posts/jeffweiner08

Additional Resources

Targeting for Paid Solutions

Replicon (Sponsored InMail, Sponsored Updates): Workforce management SaaS software provider uses Sponsored InMails to get 11X higher response rates, at a CPL 73% better than other social channels. PDF

International Coach Foundation (Sponsored InMail, Sponsored Updates, Display Ads): Membership organization enrolls 1,900 new members, sees ROI of 1,761% after multi-product campaign. PDF

U.S. Chamber of Commerce (Sponsored InMail, Spotlight Ads): Business organization uses InMails and ads to drive sellout attendance for aviation-focused event; 42% open rate for InMails. PDF

Duke (Sponsored InMail): M.B.A. program generates 400% increase in conversions, and increases sales pipeline closure by 300%. PDF

Sponsored InMail Case Studies

Insights to Increase Engagement Among Target AudienceContent Marketing Score