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The Sophisticated Marketer's Guide to Sponsored Updates презентация
Содержание
- 2. Phil Han LinkedIn, Associate Product Marketing
- 3. Agenda What are Sponsored Updates?
- 4. What are Sponsored Updates?
- 5. Sponsored Updates are… Native advertising in the
- 6. Sponsored Updates are… Native advertising in the
- 7. Create Great Content
- 8. Content Matters: It creates conversation that leads
- 9. Keys to Great Thought-Leading Content The Bloom
- 10. Track Metrics that Matter For brand awareness
- 11. On LinkedIn, Speak to the Professional Mindset
- 12. On LinkedIn, Speak to the Professional Mindset
- 13. A 6-Step Strategy for Creating Content for
- 14. DO’s and DON’Ts for Crafting Compelling LinkedIn
- 15. Turn Your Ideas into “Big Rock” Content
- 16. Use Tools that Make it Easier to
- 17. Turn Your Content into Compelling Sponsored Updates
- 18. Pick the Right Tool for the Job
- 19. Get Visual Include a thumbnail image in
- 20. Think Like a Journalist Write brief, compelling
- 21. Target Your Content to the Right Customers
- 22. Build a Sturdy Campaign Foundation Launch posts
- 23. Make Your Pages Mobile Ready Explain why
- 24. Test, Learn and Optimize
- 25. Add click trackers to your landing pages
- 26. Set a budget and bid that makes
- 27. Success Story:
- 28. Percolate Overview Percolate, which provides software
- 29. Percolate: The Challenges The need to
- 30. Sponsored Updates How We use LinkedIn Marketing
- 31. Percolate: the Results LinkedIn is Percolate’s
- 32. Key Takeaways Every element of the creative
- 33. Conclusion
- 34. Time to Put These Ideas to Work!
- 35. Q&A
Phil Han
LinkedIn,
Associate Product
Marketing Manager,
Sponsored Updates Chris Bolman
Percolate,
Director of
Integrated Marketing Sophisticated Guide to Sponsored Updates
Слайд 2
Phil Han
LinkedIn,
Associate Product
Marketing Manager,
Sponsored Updates
Chris Bolman
Percolate,
Director of
Integrated Marketing
Sophisticated Guide to Sponsored
Слайд 3
Agenda
What are Sponsored Updates?
Creating great content to engage the LinkedIn audience
Turning
your content into compelling Sponsored Updates
Test, learn and optimize
Success Story: Percolate
Conclusion
Test, learn and optimize
Success Story: Percolate
Conclusion
Слайд 5Sponsored Updates are…
Native advertising in the world’s only
professional news feed
Reach members
with rich content
on any device
Drive leads, build brand, increase engagement with your content
Drive leads, build brand, increase engagement with your content
Слайд 6Sponsored Updates are…
Native advertising in the world’s only
professional news feed
Reach members
with rich content
on any device
Drive leads, build brand, increase engagement with your content
Drive leads, build brand, increase engagement with your content
Three things that set
Sponsored Updates apart
Accurate profile-based targeting
Professional mindset that creates
a favorable content marketing
environment for brands
Premium audience
Слайд 8Content Matters:
It creates conversation that leads
to customer relationships
Number of pieces of
content buyers engage with to research their purchase.
-Source: Google, Zero Moment of Truth Study
-Source: Google, Zero Moment of Truth Study
Of B2B buyers choose a vendor that’s first to help them with
useful content.
-Source: Inside Sales
Amount of purchase process that buyers complete before making contact with vendor.
-Source: Forrester
Слайд 9Keys to Great Thought-Leading Content
The Bloom Group’s eight criteria for thought-leading
content:
Relevance
Novelty
Depth
Validity
Practicality
Rigor
Clarity
Coherence
Слайд 10Track Metrics that Matter
For brand awareness or
content engagement
Engagement with your content
Site
traffic and time per visit
Brand life or purchase intent
Executive-level follow-up
Quality of audience you’re engaging
Brand life or purchase intent
Executive-level follow-up
Quality of audience you’re engaging
For Lead Generation:
Volume of qualified leads
Cost per Lead (CPL)
Marketing-influenced or
marketing-sourced bookings
Lead velocity
Слайд 13A 6-Step Strategy for Creating Content for LinkedIn’s Most Engaged Members
While
themes
of great content
vary by audience,
industry, and marketer
objectives, there are some guidelines you
can follow to appeal
to the professional mindset.
On LinkedIn, Speak to the Professional Mindset
Слайд 14DO’s and DON’Ts for Crafting Compelling LinkedIn Content
DO:
DON’T:
Think like a journalist
Be
helpful by providing answers to your audience’s most pressing questions and challenges
Find your authentic voice that’s authoritative but friendly and trustworthy.
Connect content to a commercial insight or benefit
Enrich and amplify your content by enlisting influencers, trusted industry experts, or your executives to contribute
Find your authentic voice that’s authoritative but friendly and trustworthy.
Connect content to a commercial insight or benefit
Enrich and amplify your content by enlisting influencers, trusted industry experts, or your executives to contribute
Deliver a sales pitch
Be overly broad in your content themes. You want to be recognized as an expert in only one or two areas.
Create content that people can’t easily consume on phones/tablets
Go it alone!
Слайд 15Turn Your Ideas into “Big Rock” Content
Big Rock Content…
Delivers value
to your audience
Includes eBooks, webinars, research reports, instructive guides, and other “meaty” content assets
Serves as evergreen content you can re-purpose
Can be released about once per quarter
Includes eBooks, webinars, research reports, instructive guides, and other “meaty” content assets
Serves as evergreen content you can re-purpose
Can be released about once per quarter
Слайд 16Use Tools that Make it Easier to Create or Source Great
Content
Content doesn’t have to be difficult. Scale your content efforts with
LinkedIn’s Certified Content Partners.
Слайд 18Pick the Right Tool for the Job
Sponsor directly from your
LinkedIn
Company Page
Try LinkedIn’s Campaign Manager
Work with a LinkedIn Certified Ads Partner
LinkedIn Marketing Solutions
Managed Advertising Account
Try LinkedIn’s Campaign Manager
Work with a LinkedIn Certified Ads Partner
LinkedIn Marketing Solutions
Managed Advertising Account
Campaign automation, bulk editing, A/B testing, day-parting, posting content across social channels, and more!
Слайд 19Get Visual
Include a thumbnail image in your updates
Upload rich media like
infographics
Use crisp images, bright colors
Have SlideShare presentations, videos
Use crisp images, bright colors
Have SlideShare presentations, videos
*Get up to 2x engagement rate by adding
images to your updates
Слайд 20Think Like a Journalist
Write brief, compelling headlines.
Use numbered lists, surprising
statistics and
figures, or stake a
strong position on an issue.
Share posts or words of wisdom from your executives or notable thought leaders within your company
Call out your audience in your post and headline
What’s in it for the audience if they click on your content?
Share posts or words of wisdom from your executives or notable thought leaders within your company
Call out your audience in your post and headline
What’s in it for the audience if they click on your content?
Слайд 21Target Your Content to the Right Customers
3 tips for effective targeting
on LinkedIn:
Don’t hypertarget: stick to two or three
targeting criteria.
Start with a broad target and refine over time.
Ask yourself if the audience is a good fit for
the content you’re publishing.
Experiment with Audience Expansion
Слайд 22Build a Sturdy Campaign Foundation
Launch posts in waves and keep the
top-performing post from each wave running
into the next week
If you’re driving leads or content downloads, start with CPC (cost-per-click) bidding
If you’re aiming for brand Awareness: CPM
If you’re driving leads or content downloads, start with CPC (cost-per-click) bidding
If you’re aiming for brand Awareness: CPM
Слайд 23Make Your Pages Mobile Ready
Explain why the content is valuable-
include more
on your page than just
a lead form
Keep lead forms short to increase conversion rates
Make sure to take advantage of responsive design
Keep lead forms short to increase conversion rates
Make sure to take advantage of responsive design
*Remember, 75% of Sponsored Updates
engagement comes from mobile
Слайд 25Add click trackers to your landing pages
Use analytics on your Company
Page
or linkedin.com/ads to measure
performance by post or audience
Shift Budget away from low-performing content or audiences and toward content or audiences that are performing better
Try Direct Sponsored Content to test at scale
Shift Budget away from low-performing content or audiences and toward content or audiences that are performing better
Try Direct Sponsored Content to test at scale
“Always Be Optimizing”
Слайд 26Set a budget and bid that makes sense for your business.
If
your goal is lead gen, then your bid should also reflect the value of a lead to your business.
Need more help optimizing your demand gen plan? Check out our eBook for additional resources.
Need more help optimizing your demand gen plan? Check out our eBook for additional resources.
Adjust Budgets, Bids so They Make Sense for Your Business
Слайд 28
Percolate Overview
Percolate, which provides software for managing marketing and advertising campaigns,
content, and workflows, conducts ongoing marketing campaigns to share valuable insights via webinars and original research to prospective customers.
Слайд 29
Percolate: The Challenges
The need to tailor messages to different audiences
Multiple buyer
types, including mid-level and senior IT decision makers
Driving engagement with thought leadership
Blog posts, webinars, original research and reports
Objective: Attract quality leads
Driving engagement with thought leadership
Blog posts, webinars, original research and reports
Objective: Attract quality leads
Слайд 30Sponsored Updates
How We use LinkedIn Marketing Solutions
Sponsored Updates help Percolate reach
a narrowly targeted audience
Testing and refining campaigns helped improve the editorial process
Example: Changing creative for “How to Design a Marketing Workflow That Wins Customers” increased lead generation by 500%
Testing and refining campaigns helped improve the editorial process
Example: Changing creative for “How to Design a Marketing Workflow That Wins Customers” increased lead generation by 500%
Слайд 31
Percolate: the Results
LinkedIn is Percolate’s top generator of leads from downloaded
content
Percolate’s average clickthrough rate is more than 91% above LinkedIn benchmarks
Top performing campaigns exceed LinkedIn’s benchmarks by more than 4.5X
Average engagement rate is more than 30% above LinkedIn benchmarks
More than 3X increase in Company Page followers
Percolate’s average clickthrough rate is more than 91% above LinkedIn benchmarks
Top performing campaigns exceed LinkedIn’s benchmarks by more than 4.5X
Average engagement rate is more than 30% above LinkedIn benchmarks
More than 3X increase in Company Page followers
Слайд 32Key Takeaways
Every element of the creative matters, including copy, image, and
link description. They need to work together to win your target's attention and fulfill the brand promise around the content.
Continue to learn from campaign results– use these insights to fine-tune updates and improve performance
If an update isn’t performing, don’t be afraid to retool it and put it in front of your audience again.
Continue to learn from campaign results– use these insights to fine-tune updates and improve performance
If an update isn’t performing, don’t be afraid to retool it and put it in front of your audience again.
Слайд 34Time to Put These Ideas to Work!
Visit marketing.linkedin.com to
get started
If you’re
the admin of your LinkedIn
Company Page, you can also sponsor
an update at linkedin.com/ads
Ready to scale your content marketing on LinkedIn? Work with a LinkedIn Certified Marketing Partner today
Ready to scale your content marketing on LinkedIn? Work with a LinkedIn Certified Marketing Partner today
https://lnkd.in/bTg2XPj
