The Importance of an Always-On Content Strategy

Drive reach, lift frequency, & optimize for engagementwith an “Always On” Strategy!

Shift targeting & strive to reach 10% of your priority audiences as a best practice or lose prospect’s attention to competition.

Increase frequency to 4 impressions/member to move them to action.

Pair Display & Sponsored Update to achieve 44% incremental reach while improving engagement by 3 times.

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An “always on” strategy is more efficient from a cost and performance perspectiveEffectiveness of “Always On”

Multiple live posts increases audience

touchpoints & performance

1 - 3 4 +

44%

56%

Impressions delivered before first content click

1 - 3 4 +

73%

27%

Impressions delivered per member reached

Deliveryofimpressionspriortofirstcontentclick2015YTD(%ofmembersthatclickedonclient’ssponsoredupdates)

CurrentdistributionofSUimpressionsforclient(%ofmembersreachedwithclient’ssponsoredupdates)

Source: LinkedIn Internal Data

 Case study: the majority of clicks on an Edu client’s SU campaign come after 4 impressionsMembers must be nurtured prior to engaging

 By adding Onsite Display and Sponsored InMail to your marketing programsExpand your brand’s reach on LinkedIn by 44%

Source: LinkedIn internal data. Data reflects July 2015. Based on All LinkedIn members who are engaged.

▲44% Boost

Reach your target audience wherever they are most engaged in LinkedIn: Mobile, desktop, newsfeed, inbox

 By improving engagement with your target audience by 3 timesDisplay and Sponsored Updates working together

*Defined as Uniques Engaged over Uniques Exposed

Source: LinkedIn internal data. Data reflects H1 data for 71 companies

SPONSORED UPDATES ONLY

1.3% Unique Engagement

DISPLAY ONLY

0.9% Unique Engagement

When exposed to both products, individuals are up to 3X more likely to engage with your brand compared to just one.

BOTH PRODUCTS

2.9% Unique Engagement*

01 Onsite Display

Reach and engage your target audience and prime them for more personalized messaging

02 Sponsored Updates

Educate and engage members with high-performing content, priming your audience for more personalized messaging

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Running Weekly Reach – Example Edu Client

Returning Reach Column1 Total Impressions

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Don’t limit audience exposure: Sponsored Updates reach new members over the course of a campaign while re-engaging existing audience members

“Always On” & Incremental Reach

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