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The Sophisticated Marketer's Guide to Sponsored Updates

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Phil Han LinkedIn, Associate Product Marketing Manager, Sponsored Updates Chris Bolman Percolate, Director of Integrated Marketing Sophisticated Guide to Sponsored Updates


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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


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What are Sponsored Updates?


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Sponsored 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


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Sponsored 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 Three things that set Sponsored Updates apart Accurate profile-based targeting Professional mindset that creates a favorable content marketing environment for brands Premium audience


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Create Great Content


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Content 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 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


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Keys to Great Thought-Leading Content The Bloom Group’s eight criteria for thought-leading content: Relevance Novelty Depth Validity Practicality Rigor Clarity Coherence


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Track 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 For Lead Generation: Volume of qualified leads Cost per Lead (CPL) Marketing-influenced or marketing-sourced bookings Lead velocity


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On LinkedIn, Speak to the Professional Mindset


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On LinkedIn, Speak to the Professional Mindset


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A 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


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DO’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 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!


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Turn 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


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Use 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.


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Turn Your Content into Compelling Sponsored Updates


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Pick 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 Campaign automation, bulk editing, A/B testing, day-parting, posting content across social channels, and more!


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Get Visual Include a thumbnail image in your updates Upload rich media like infographics Use crisp images, bright colors Have SlideShare presentations, videos *Get up to 2x engagement rate by adding images to your updates


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Think 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?


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Target 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


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Build 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


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Make 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 *Remember, 75% of Sponsored Updates engagement comes from mobile


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Test, Learn and Optimize


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Add 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 “Always Be Optimizing”


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Set 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. Adjust Budgets, Bids so They Make Sense for Your Business


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Success Story:


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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.


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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


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Sponsored Updates 30 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%


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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


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32 Key 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.


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Conclusion


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Time 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 https://lnkd.in/bTg2XPj


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Q&A


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