Using LinkedIn for Brand Marketing

CandaceKimAssociateProductMarketingManagerLinkedIn

MohamadBozoMarketingStrategyAnalystStarTexSoftware

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• What’sthebuyer’sjourneyreallylike?• RethinkingbrandmarketingwithLinkedIn• Successstory:StarTexSoftware• Q&A

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Today’s buyer’s journeyThe only thing predictable about it is its unpredictability

10Pieces

ofcontent

areconsume

d

before

apurchasing

decision

ismade1

4+functio

nalgroups

withinacom

panyare

involvedint

he

averagepurc

hase

decision2

1 Source: Zero Moment of Truth Study, Google2 Source: Rethink the B2B Buyers Journey research report, LinkedIn, Global, 2016

It’s a challenging world

We can do better.

Missed opportunities

3. 95%ofwebsitevisitorsdon’tfilloutaform

2. 61%ofB2Bmarketersaren’tusingmobilemarketing

1. ForB2Bdecision-makers,onlinecommunitiesareoneofthemostpopularsourcesofcontentinthepurchasedecision

4. 80%aren’topeningemails

5. Halfofbusinessdecisionsaremadeoutsideoftheoffice

1.eMarketer2..SiriusDecisions3.eMarketer4.MarketingProfs5.B2BMarketing

For the first time in the history of media you can engage with the world’s professionals in one place

Our digital lives converge on very few big destinations

61Msenior-levelinfluencers

40Mdecision makers

10Mopinion leaders

6MC-level execs

22MMass Affluent

4MIT decision makers

433Mprofessionals are on LinkedIn

The largest global community of professionals

The world’s professionals come to LinkedIn for knowledge

Industry News Expert Advice Professional Learning

Peer Insights Peer Recommendations 500+ Influencers

How can we rethinkbrand marketing?

To shape the outcome of the purchase decision, get their attention where they’re spending time in a professional context

 Personalize your creative to resonate with buyers

LinkedIn Dynamic Ads

Drive engagement with premium audiences using dynamically generated ads, powered by profile data,

customizable to meet your campaign objectives.

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NumberofonlinesearchesaB2Bbuyerperformsbeforegoingtoabrand’swebsite.

-Source: Google

Your prospects are searching for answers — will you be there to help them at the right moment?

Content helps you build relationships with prospects early in their buyer’s journey

90%

Amount of purchase process that buyers complete before making contact with vendor.

-Source: Forrester

74%

Of B2B buyers choose a vendor that’s first to help them with useful content.

-Source: Inside Sales

Target the right audiences and deliver helpful content to create trust & build brand consideration

Rich demographic dataJob Function, Seniority, Company Name,

Geo, Industry

Interest-based targetingGroup Membership, Skills, Field of Study

Persona targetingJob Searchers, Opinion Leaders, Mass Affluent,

Business Travelers

Your own audience dataTarget Account Lists

Get to the Right Professional Audiences

Danielle

Seattle, WA USA

Boston University

COMPANY

NAME

INDUSTRYSIZE

SCHOOL

LOCATION

JOB TITLE

SENIORITY

FIELD OF STUDY

DEGREE

GRADUATION AGE

SKILLS

GROUPS

IP

Communication

Bachelor of Science

2011, 25-34

Simply Measured, 51-200, Internet

Senior Marketing Manager, Marketing, Senior IC

CMA, LEWIS, Social Tools

SEO, Social Media, Digital Marketing, Blogging

YEARS OF

EXPERIENCEFUNCTION

Why Content marketing on LinkedIn?

Accurate profile-based targeting

Professional mindset that makes members receptive to

brand content

Premiumaudience of influencers and business decision-makers

 Engage your prospects with relevant content in the world’s only professional feed

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.

Sponsored Content Engage your prospects with relevant content in the world’s

only professional feed

Targetyourmostvaluableaudiences

Publishyourcontentinapremiumcontext

Growyourbusinessateverystage

Reach the people that matter most using accurate,

profile-based, first-party data

Sponsor content in the brand-friendly environment of the

LinkedIn feed to an audience of influencers and business

decision-makers

Drive quality leads, generate engagement, and raise brand awareness with

a powerful advertising platform

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Your company website is a great place to look for content to sponsor

SpecificsWhere to look What to look for

CompanyWebsite

Company BlogRelevant ContentEngaging ImagesCadence

Company ResourcesVideosWhitepapersOther Destinations

‘About Us’ Section Promoting other Social Media Channels

PR/NewsSection Company AnnouncementsIndustry news

“Snackable” content that appeals to busy prospects hungry for quick insights

Link images to your site to drive high-quality traffic from clicks on your content

Be Concise: Keep your intro text to 70-150 characters … Shorter text correlates with higher engagement

Alwaysincludeimagesinyourupdates:ImagesleadtohigherengagementVisualisthenewheadline

Images should be 1200x627 pixels, and any text in the image should stay in a 1000x586 area

CaptivateyouraudiencewithacompellingheadlinethatstandsoutfromthecrowdThinklikeajournalist

Humor works...even on LinkedIn!

Think like a journalist: ● Ask a compelling

question● Cite a surprising stat● Make a bold argument● Tie in with current events

or pop culture● Quote a well-known

leader or executive

Richmediaupdates:MoreengagingthanlinksharesUploaded rich

mediaLink share with preview image

Uploaded images often get up to

38% higher CTR vs. link shares with

a preview image

Turn your content into strategy with a content calendar

How much content is enough? It depends on your goals. Top-performing companies post at least once per day, while others

post several times per day. They are often using Direct Sponsored Content to manage the volume.

X

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Week of March 3

Week of March 10

Week of March 17

Monday,March3,14Tuesday,March4,14

Wednesday,March5,14Thursday,March6,14Friday,March7,14

Monday,March10,14Tuesday,March11,14

Wednesday,March12,14Thursday,March13,14Friday,March14,14

Monday,March17,14Tuesday,March18,14

Wednesday,March19,14Thursday,March20,14

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

Be where your prospects are

Seeks relevant information, guidance, inspiration

Feel connected

Reach prospects wherever they spend time

LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to

the people that matter most to your business

StarTexSoftwareOverview

StarTexSoftwareisthecompanybehindEHSInsight,theworld'smostflexible,powerful,easy-to-useenvironmental,healthandsafety(EHS)

software.

Challenges

1. Reachingtargetaudience

2. Creatingdialogueanduserengagement

3. Lackofdatainsight

4. Increasingdigitalbrandpresence

Solution: Sponsored Content

Solution: Sponsored Content

Solution: Sponsored Content

Solution: Sponsored Content

Results

• Efficientlyreachedandengagedsenior-levelEHSmembers

• Overonemillioninqualityimpressionsresultingin119% growth inbrandawareness

• 50% moremarketingqualifiedleadsthanotherpaidadchannels

• Createdqualitydialogueanduserengagement,thankstoLinkedIn’scampaigndata

• BlogSponsoredContentgenerated264,399 in impressions andanaverage1.49% click through rate

5 takeaways for Sponsored Content success

1. Createbrief,yetcompellingadcopy

2. Promoteyouradstotherightaudiences

3. Listentoyourcampaigndata

4. A/Btestyouradcopyanddesign

5. Structureyourcampaigns

Q&A

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