Su deep dive deck

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



specific interests



segments




Give your campaign

a name: Keep it simple

Include targeting regions,

dates, and versions


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 2 Choose Your Audience



specific interests



segments






specific interests



segments




LinkedIn enables you to choose whom to target using a variety of criteria.



specific interests



segments






specific interests



segments




Filter by location: continent, country, state, or region…




specific interests



segments






specific interests



segments




… or choose which to exclude from your campaign.




specific interests



segments






specific interests



segments




Choose companies you want to target by the company name.




specific interests



segments






specific interests



segments




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



specific interests



segments






specific interests



segments




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.



specific interests



segments






specific interests



segments





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.



specific interests



segments






specific interests



segments





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

http://linkd.in/1GkAaMk



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




Friday, March 14, 14

Monday, March 17, 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.

Questions?