Back to LinkedIn: Fundamentals of Marketing on LinkedIn

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BEFORE WE
GET
STARTED

LIVE WEBCAST
Back to LinkedIn:
Fundamentals of Marketing
on LinkedIn

Rumya Nalawadi
Lead Client Solutions Manager

TODAY’S AGENDA
1 LinkedIn Overview
2 Building Your Organic Presence
3 Finding Your Audience
4 Getting Familiar with LinkedIn Ads
5 Campaign Manager Demo
6 Campaign Monitoring
7 Q&A

POLL
Q: How confident do you feel
about your knowledge of
Marketing on LinkedIn?

LINKEDIN MARKETING SOLUTIONS’ MISSION
Be the most effective platform
for marketers to engage
with professionals
6

The largest global community of professionals
61M
senior-level
influencers
40M
decision makers
10.7M
opinion leaders
6.8M
C-level execs
22.8M
Mass Affluent
4.1M
IT decision makers
580+M
professionals are on LinkedIn
7

PROFESSIONALS ENGAGEWITH PURPOSE
9 billion content impressions / week
15X content vs job postings in the feed (YOY 100%+ Activity)
57% mobile
45 min/month/member on average (Comscore source)

The world’s professionals come to LinkedIn for knowledge
Industry News Expert Advice Professional Learning
Peer Insights Peer Recommendations 500+ Influencers

And the mindset is markedly different
#heatwave
#TuesdayMotivation
#Worldcup
#InternationalCatDay
Baseball
PGA Tour
Demi Lovato
Apple Store
Netflix
Stranger Things
Papa Johns
Forbes
Women In Media
FlipBoard
Employee engagement
Account Based Marketing
Tesla
Cloud computing
Futurism
Venture Capital
Internal communications
Investment Banking
Oracle Cloud
TRENDING TOPICS
BY SOCIAL MEDIA PLATFORM

B U I L D I N G
Y O U R
O R G A N I C
P R E S E N C E

BUILD YOUR ORGANIC PRESENCE WITH
LINKEDIN COMPANY PAGES
Upload a cover
image and logo
Add a description
of your company
Top Tip:
Optimize for search
Company Pages are
SEO-friendly

ATTRACT MORE FOLLOWERS
Create a Company Page follow
button
Engage your colleagues

SHARE ENGAGING CONTENT
 Start a conversation with your followers – post rich content daily!
 Be helpful, don’t always try to sell your product. Try follow the
80:20 rule
 Optimize your headlines & intros
 AB Test everything: creative/ colors/ CTA/ text…
Tip #1: Invest in Great
Images

Tip #2: Have a Clear CTA
Tip #3: Ask questions &
use stats

Tip #4: Have Fun!

EMPOWER YOUR EMPLOYEE VOICES
 Encourage employees to follow and engage with your Company Page
 Empower them to publish long-form articles regularly to their profiles
Tip #5: Posts with rich media,
like photos or video, have 38%
higher
engagement than link shares.

LONG-FORM VS SHORT-FORM
Long-form articles showcase how your top
voices analyze a new or trending topic in
depth.
 Be authentic
 Join in existing topics
 Headlines matter
 Go long—but not too long
The sweet spot for article length is
about 600-1,000 words.
Short-form posts are an easy way to respond
quickly to major events and to help curate the
world for your followers.
 Share consistently
 Start a conversation
 Get personal
 Mix it up

F I N D I N G
Y O U R
A U D I E N C E

LinkedIn ad targeting options
Reach qualified prospects with
targeting based on the professional profile
Company name Job title Member skills* Field of study
Based on skills, endorsements
and keywords in profile
Company industry Job Seniority* Member groups Degrees
derived from Job title
Company size Job function* Member age* Member Schools
derived from Job titlederived from Company Page
derived from Company Page
Derived by using the
earliest degree
Location Years of experience* Member gender*
derived from start year and
month of current roles
derived from Member name

Target Skills
Relevant keywords throughout a profile
o Targeting of skills-related keywords
o Identified in the skills section,
keywords found throughout the
profile and inferred skills
o Increased relevancy, performance,
scale and ROI

Senior Program Manager within
Enterprise Businesses
Seniority: Senior IC+
Function:
Company Size: 500+
Geography: USA
IT, Engineering,
Program Management
TARGETING
CONSIDER TOM
TITLE
JOB FUNCTION
+SENIORITY
GROUPS
+SENIORITY
SKILLS
+SENIORITY

TOPTIP: NEVER SINGLEOUT ONEAUDIENCE
* LinkedIn ReThink the B2B Buyer’s Journey, Jul-Agu 2015 research. Global
Departments impacting the purchase decision vary by industry

G E T T I N G
F A M I L I A R
W I T H L I N K E D I N
A D S

Sponsored Content Build customer relationships at every stage of the buyer’s
journey by targeting content to your most valuable audiences
wherever they spend their time.
Target your most valuable audiences using
accurate, profile-based,
first-party data
Reach your prospects anywhere:
Publish your content in the LinkedIn feed
and in high-quality placements beyond,
on mobile and desktop
Grow your business at every stage:
Drive quality leads, generate engagement,
and raise brand awareness

Direct Sponsored ContentSponsored Content
VS

Sponsored Video Format Captivate a professional audience with native video at
every stage of the buyer’s journey.
 Auto-Play on mute
 Mobile & Desktop bought on CPM CPC & CPV
 Lead Gen Form Integration
 Coming soon: MOAT integration

Carousel ads format Tell a brand story, showcase multiple offerings at once or
deep dive on one, share insights and opportunities
 Best Practice 2-5 Cards. Max 10 cards.
 Languages: All languages supported on LI are available for
Carousel
 Lead Gen Form Integration

Easily create, manage and
optimize well-targeted,
customized campaigns in just
minutes — on a budget that
works for you.
LinkedIn Text Ads Generate quality leads with an easy, self-serve solution

Drive engagement with premium audiences using
dynamically generated ads, powered by profile
data, customizable to meet your campaign
objectives.
LinkedIn Dynamic Ads Personalize your creative to resonate with buyers
Generate leads
by promoting your
LinkedIn content
Drive conversions
with more clicks to your
landing page, website, or app
Build brand awareness
by increasing Company Page
followers and engagement

Mobile-optimized design for
easy clicks
Real-time delivery ensures
timely reach
Uncluttered professional
context
Flexibility to tailor
your content
LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to the
people that matter most to your business

S E T T I N G U P
C A M P A I G N
M A N A G E R

What you need to be able to sponsor content
Company page Admin Access OR Sponsored
Content Posting Access
Access to the Business Account
Direct Sponsored Content
34
1 2
- Designated Admin can edit and access the entirety of the Company Page
- Sponsored Content Poster can build Direct Sponsored Content on behalf
of the Company Page, but can’t edit anything else.
- For Non-IO accounts, the Billing Admin (usually the person who created the
account) will need to add new people.
- For IO based accounts, your Account Team will need to add you.

What you need to set up an online (non-IO) business account
*For more details on how to set up a Business Account, click here for instructions
Company page name
and URL
Input your credit
card details
Contacts who require access
to the business account:
name and profile URL
35
1 2 3

C A M P A I G N
M O N I T O R I N G

DEMOGRAPHICS & DOWNLOADABLE REPORTS
Demographics Reports are available
for:
 Job Title
 Company Industry
 Job Seniority
 Job Function
 Company Size
 Location
 Country
 Company
Downloadable Reports Include:
 Campaign Performance
 Ad Performance
 Demographics

3 LEVERSOF OPTIMIZATION
Targeting
Content
Bids & Budget
39
1
2
3

Targeting
o If your campaign is under pacing
you should review your targeting
o Is the audience size large enough
to fulfill the campaign budget?
o Avoid hyper targeting as this can
exclude valuable audiences with
interest in your content
o Audiences smaller than 300,000
members are considered niche and
can prevent your daily budget
being reached
o Best practice is to set a broad
audience of 300,000+, then
optimize based on performance
1

Targeting
o After your campaign has
run for about a week,
use the Click demographics
to understand which
audiences are most
engaged
o You can use the Click
demographics data to
optimize your campaign
targeting
1

Bids
o If your campaign is under pacing you should
review your bid to confirm if it has been set
high enough to be competitive in the auction.
o Best practice is to set your bid rate $1 above
the top bid range. Bid prices can fluctuate
several times throughout the day so this will
enable you to consistently stay competitive.
o Remember the bid you enter is not always the
price you pay – 2nd price auction
o If you find your average price is too high you
can always go back & reduce the bid
o In addition to bidding, your Relevancy Score is
important to help you win the auction - which
is based on engagements on the platform.
See here for more details on the Auction and
Relevancy Score.
CPC
CPM
2
**Automated bidding is now rolling out to
advertisers. This allows for automated and
dynamic bid changes without having to make
manual adjustments.**

Bid types: CPC or CPM?
bid types are best for Direct
Response campaigns, when the
campaign objective is to have the
user complete an action. Since you
only pay when a user clicks on
your update.
bid types are best for Branding
campaigns, when the campaign
objective is to raise awareness
of a Brand. Since you only pay
when your update is rendered
in the newsfeed.
CPC CPM
Bids2

1
2 New tactics to organically grow your business and
how to engage your audience
Top tips for sharing engaging content
Knowledge of the ad formats
available
KEY TAKEAWAYS
3
4
5 Confidence in setting up a Sponsored
Content campaign
Understanding of the Professional Audience on
LinkedIn

POLL
Q: After this webcast, how do you
feel about your knowledge of
Marketing on LinkedIn?

Back to LinkedIn: Fundamentals of Marketing on LinkedIn

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