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Secret Sauce: How LinkedIn uses LinkedIn for marketing
The document discusses how LinkedIn employs its platform for effective marketing, emphasizing the growth of engagement among its users, with a 60% increase in views year-over-year. It highlights strategies such as sponsored content, leveraging thought leadership pieces, and A/B testing to optimize campaigns. The focus is on achieving brand awareness, lead generation, and effective targeting to reach ideal customers.
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Secret Sauce: How LinkedIn uses LinkedIn for marketing
- 1. SECRET SAUCE An InsideLook at How LinkedIn Uses LinkedIn for Marketing
- 2. Cassandra Clark Senior MarketingManager LinkedIn ALEX RYNNE Content Marketing Manager LinkedIn Gaurav Nihalani Digital Marketing Manager LinkedIn
- 3. How our teamswork together Objective-based marketing A/B tests and results Tactical campaign tips Campaign optimization tools Just for fun AGENDA
- 4. POLL QUESTION Which teamdo you collaborate with the most in your digital strategy? Answer in the poll module on the console
- 5. Millions of professionals create over130,000 articles per week. Members engaging with the feed is growing more than 50% year over year. Members are liking, commenting and sharing at record rates—nearly twice the rate from last year. Views in the LinkedIn feed are up 60% from last year. LinkedIn engagement is booming There’s no time like the present to reach your ideal customers on the world’s largest professional network.
- 6. We keep ourfollowers updated with product launches and feature enhancements. We encourage our own employees to share best practices and secrets to content marketing success on LinkedIn. Brand awareness
- 7. We created agraphic with a quote featuring LinkedIn influencer, Brian Solis. Then we sponsored it and pinned it to the top of our LinkedIn Marketing Solutions Showcase Page. This Sponsored Content post drove 660 new blog subscriptions. (That’s 3% of total conversions.) We sponsored a top-performing blog post and made sure the call to action banner at the bottom of the post directs people to subscribe to our blog. Thought leadership
- 8. One of ourevergreen pieces of content, The Sophisticated Marketer’s Guide to LinkedIn, continues to generate the highest number of downloads and the highest number of marketing qualified leads. Lead generation
- 9. Organic reach amplifies paid Investin the best organic content Lead generation
- 10.
- 11. POLL QUESTION Which imagesaw a better CTR? Answer in the poll module on the console
- 12. Test “Person” +160% CTR, 289%CVR “Object”
- 13. “Short” 18% boost inengagement rate “Long”
- 14. “Stat” +37% CTR, 162%more impressions “No stat”
- 15. “Audience Call-out” +19% CTR,53% higher conversion rate “Generic”
- 16. “Guide” vs. “eBook” 100% increase inclick-through rate
- 17. This image sawa CTR of 0.339%. (In other words, an 89% increase in click-throughs.) This image saw a CTR of 0.179%. “Looking away” “Looking at”
- 19. POLL QUESTION Do youfeel like you’re effectively measuring and optimizing your LinkedIn campaigns? Answer in the poll module on the console
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- 24. 24 Targeting Checklist Findthe balance between scale and relevance. Implement a targeting strategy aligned with your objectives and content. Don’t be afraid to experiment. Use campaign and Website Demographics tools to optimize your targeting.
- 25.
Editor's Notes
- #3 Intros Something that’s not on your LinkedIn profile Each talk about roles and mention how we contributed to the eBook Highlight collaboration/framework
- #5 Steve to discuss content marketing - how engagement is booming on LinkedIn.
- #6 How do you approach your content strategy on LinkedIn? What are the different types of objectives you’re achieving with your content? Segway to discussion about meeting objectives: Cass: Healthy balance of brand awareness, lead gen and thought leadership, customer marketing. Fill the funnel. Alex: Discuss objectives here (brand, vs lead gen, direct acquisition). From there, determine what content to create. Back into objectives, etc. Marketers feel the need to gate everything, not always the case. Gaurav: Talk about evergreen content and having fun with content.
- #7 Alex: 97% of B2B marketers use LinkedIn as part of their content marketing efforts Build relationships by engaging prospects and customers. Shape perception among target audience to increase awareness of products and services.
- #8 Alex: 74% of prospects choose the company that was first to help them along their buyers’ journey. Share perspectives on industry news and trends Articles that reflect your company’s mission and vision For example, we used to grow our audience to the LMS blog. Sent personal InMail to drive subscriptions, put paid (SC) behind one of our top performing blog posts, blog banner CTAs and we also have a bunch of thought leaders who contribute to our blog, pull out interesting nuggets of info or quotes to get folks excited about consuming our content and knowing what kind of content they can expect from the blog.
- #9 Alex: People who follow you could easily convert to customers. Already interested in your content. Attract high quality leads at all stages of the funnel Evergreen, some of our top performing pieces of content. Steve - The importance of organic….built showcase page from 100K to 600K in Alex: Discuss organic + paid strategy briefly An integrated organic and paid strategy is the key to unlocking your brand’s potential on LinkedIn. The greater your organic reach, the more it can amplify your paid efforts. (Co Pages) Invest in the best organic content By testing and optimizing with organic content, you ensure you’re investing in your highest-performing content for paid campaigns. Continue your focus on organic to drive even more followers and increased engagement. G: to make point about DSC testing
- #10 Steve to define gated versus ungated. What’s your opinion on the hot debate on gated versus ungated content? Gaurav: I really think it depends on what your objective is. Are you looking to drive brand awareness or are you driving acquisition? I think establishing your objective makes the answer to this pretty clear. Also customer marketing is a great place to do something ungated! Alex: Agree. We are the people we’re marketing to. According to marketing week, research shows that 60% of consumers intentionally provide incorrect information when submitting their personal details online. Moving away from static PDFs. Segway into online experiences to better understand how folks are consuming our content. (Slide - Tactical Plan page) I get that a static PDF is kind of like a comfort to some people...but we’ve got to innovate. A horse-drawn carriage was also the preferred transportation method... Cass: (Joke) Don’t be the creepy person at the bar. Steve to discuss the importance of A/B Testing. ‘Always be testing’ as our team says. What’s your approach? Alex: We test everything. If it can be tested and measured, it can be improved. Create 5-10 images for each campaign, Stratetgic tests or just drop all images in CM to see which performs better. So important to circle back and see how things did to optimize campaigns and even doing so in real time. You can get enough data about how a campaign is doing within the first 3 weeks to make changes on the fly to make the campaign better. Gaurav: Project bulletproof - talk about our initial idea to start formal A/B testing, how we build out a this project to gather ideas from anyone, test things with our own creatives/campaigns, and share insights and results out with our own reps and tactical tips in ss. Where we get ideas and types of test (Image, caption, products together, targeting, # of fields in LGF)? Cass: To Alex’s point if it can be tested, it can be improved. We’ve tested anything for images, headlines, buttons on images, testing different combinations of targeting facets or number of fields of Lead Gen Forms.
- #12 Steve to discuss content marketing - how engagement is booming on LinkedIn.
- #14 Alex: First is character count…Our assumption was...results.. Implications: 150 characters or less
- #15 Alex: Stats. Everyone likes to share something that makes them appear more knowledgeable right? Our assumption was...results.. Implications: If you can illustrate your point with a stat, do it. More specific, etc.
- #16 Cass? Our assumption was... results.. Implications:
- #17 Alex: Guides, eBooks, playbooks, plans, workbooks, etc. Our assumption was...results.. Implications: Test it!
- #18 Alex: Looking towards the CTA vs away Steve to discuss how imagery is important, visual is the new headline etc. Top tips for creative? (Directed at Alex) Alex: You don’t have to break the bank: Identify free tools Internal photoshoots Create a variety Stats and quotes work wonders Optimize in real-time and launch campaigns in tiers Gaurav - have fun. B2B doesn’t have to be boring. Marketing to yourself. Steve to talk about how to set up on the actual platform and what CM is. What are your top tips for success on LinkedIn Campaign Manager? (Q aimed at G) Gaurav: Campaign Naming (*Slide with example of naming conventions.) Why they are important, can help with reporting and optimization
- #19 [Insert Campaign Naming slide] [Steve prompt] What about bidding and budget management? Gaurav: What’s your goal? CPM, CPC, eCPC Getting started: bid higher than the suggested bid Region bidding Auto-bidding
- #20 Do you have any general campaign optimization tips? Gaurav: Optimize towards your objective/ Take a look at overall average ctr and cvr See what campaigns are below and above Do you need turn off things below? Lower budget? Maybe there are creatives in there that are working well and others that are bringing the overall performance down? What’s working for the campaigns that are performing well? Can you learn anything from headlines? Images? Ctas? Targeting? Etc. A Campaign naming convention allows you to also look at clusters of campaigns with similarities (i.e. all EMEA campaigns, all WCs, all branding campaigns, all campaigns related to Secret Sauce etc.) Website demographics gives you insight into which audiences are showing up to which landing pages/sites you have. You can also use the basic Demographics tab to see how certain audiences engage with certain campaigns/creative. What about specific tools to help with optimization? Gaurav: I mean you have it all in CMT now once you setup your insight tag on your pages. From there you can setup conversion tracking for any campaign and include multiple conversion actions per campaign and multiple conversion events per type of conversion. The cool thing is from there you can also setup retargeting audiences and hit folks who visit your pages with some follow up content. I think nearly every single top performer from a ctr and cvr perspective is a retargeting campaign we have setup. Cass: Agree with G, the first step to better optimization is definitely going to be getting that Insight Tag installed on your website. From there you’ll be able to see what types of professionals are visiting your web pages, retarget them and then see how those professionals are converting on your campaigns.
- #21 Should we have Steve do prompts for each of these? Website Demographics
- #22 Gaurav: What it is? Track audiences to your website, totally free. Cass: This tool can help you make a couple different decisions: You can see very useful pieces of data on your visitors like seniority, job title, industry and even Company name. Then you can use that data to inform your targeting or retargeting strategy with your ads. If you notice a specific job function visiting a particular product page, you can then retarget them with a case study from their industry
- #23 Gaurav: What it is? See what audiences are engaging with specific pieces of content you’re promoting. Combining this with Campaign Naming gives you a cool way of seeing audience engagement by categories of campaigns. Cass: How we use it. Alex: Ways to optimize content strategy. Blog page versus Resources page.
- #24 Gaurav: What it is? Cass: How we use it. Can you talk a little about the team’s approach to targeting? Cass: Audience strategy: Our approach to targeting - 1st party vs matched audience usage Any specific targeting tips? Cass: Top targeting tips
- #26 Seeded Questions How long would you let a piece of creative run in a campaign before refreshing the campaign? G - Usually 2-4 weeks depending on how large the audience is and how delivery is looking. My campaign has gotten a lot of impressions, but the click-through rate is still kind of low. How can I raise the click-through rate? G - change your bid model to cpc bidding, allow the tool to do auto-bidding for you, raise your bid, try new creative, take a look at website demographics and see if certain audiences are working and certain ones aren’t and then refine your targeting. When you’re testing different copy images or audiences with Direct Sponsored Content, are you setting up wholly separate campaigns and testing each campaign against the other or are you testing different pieces of content within a single campaign? G - what do we wanna say here? We cant expose the BP custom segment thing so I think we should say set up diff campaigns if you want a true AB test or keep them in the same one and select the “run creative evenly” option but note that the tool will still optimize for the better performer after a certain amount of impressions delivered. How can smaller businesses with small content budgets create content to sponsor on LinkedIn? G - Create some big rock pieces of content and use the turkey slice method. You can create a variety of headlines in one go and just use them over time. Also Photoshop is pretty inexpensive and not too hard to learn. You can use that to create a few images and then have variations of those images in terms of copy on them, color etc. What are some ideas for getting and/or producing content cost effectively?ith new content? PARKING LOT: Short questions Favorite LinkedIn features? G - LinkedIn Learning - using this right now to Learn UX basics and it’s pretty cool Favorite campaign you’ve run on LinkedIn? G - uhh Secret Sauce lol