Webinar: LinkedIn Sponsored Updates Demo Day

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Salesforce

Demo Day: LinkedIn Sponsored UpdatesSelin Tyler (@selingt)Senior Product Marketing Manager, LinkedIn

Phillipe Han (@mrBriskly) Associate Product Marketing Manager, LinkedIn

Welcome to our Demo day thank you for joining us

My name is Selin, I am the sr product marketing manager at LinkedIn and Phil our Associate product marketing manager is also joining us today

Before we get startedQuestions? Send them via Webex Q&A FeaturesShout outs? Tweet them via #LinkedInContentRecorded? Of course!Feedback? Survey will be available at the end of the Webinar2

AgendaWhy Content MarketingIntroduction to LinkedIn Sponsored UpdatesSponsored Updates Product DemoGetting Started TipsQ&A3Content Marketing

Content marketing is here to stay

Percentage of B2B RespondentsUsing Content Marketing2015 B2B Content Marketing Trends-North America: Content Marketing Institute / Marketing ProfsContent Marketing institute has been doing these surveys for 5 years and this year they changed they asked their respondents do you use content marketing as a strategic marketing approach to attract and retain a clearly defined audience? 86% consider content marketing as a strategic marketing initiative for their company. We designed this webinar to get you started with content marketing at LinkedIn - and some tips on how to succeed. Lets get started right away!

Why Content Marketing on LinkedIn?Accurate profile-based targeting

Professional mindset that makes members receptive to brand contentPremiumaudience of influencers and business decision-makers

You have a limited budget for your content marketing needs why should you use LinkedIn as your content marketing distribution platform?Members that are on our site are in what we call a professional mindset. They are ready to learn more about what will be helpful for their careers and come to linkedin to consume this content. Not only are you catching members at a time where they are receptive to your brand message but also you will reaching a premium audience that are influencers in their field and business decision makers in their companiesOther unique factor about our social network is that our members use LinkedIn for their professional identity so you can target your audience with accurate profile based information. We will later on show you exactly how you can take advantage of LinkedIns targeting capabilities to reach your audience6Sponsored Updates: Targeted content marketing in the worlds only professional news feed7

Raise brand awarenessDrive Quality LeadsBuild CustomerRelationshipsAnd how exactly can you do content marketing on LinkedIn? After you set up your Company Page, you can sponsor your content to broaden your message beyond your company followers to your target audience

The audience will see your content in the feed whether they are on their phone, tablet or computer. You will be able to drive your branding message, or capture quality leads wherever they choose to engage with your content7Sponsored Updates Product DemoThanks Selin. Just to quickly introduce myself, my name is Phillipe Han, the associate product marketing manager for LinkedIn Sponsored Updates.I'm going to walk you guys through sponoring an update, feel free to follow along on LinkedIn if you already have a company page.

Getting started on Sponsored Updates is as Easy as 1-2-3Company PageCreate a Company Page and/ or Showcase Page

CampaignAssign Company Page Admin who will post contentDesignate your Campaign Manager(s)

ContentOrganize your ContentOutline an Editorial Calendar

Now that youve seen the effectiveness of Content Marketing, let me show you how easy it is to set up a Sponsored Update on LinkedIn.

There are 3 steps to identifying and sponsoring content on LinkedIn.

First, set up a company page if you havent already. You can also sponsor Sponsored Updates from a Showcase page, if you have one.

After youve done that, assign a company page admin who will post content. This person will be responsible for crafting and editing your content.This role could be separate from your Campaign manager, who will manage and publish your Sponsored Updates campaigns.

The third step is to organize your content. As Selin mentioned, its important to have content that resonates with the audience. Make sure to line up all the content you want to publish, and then ready an Editorial Calendar. This calendar would make up all the content you want to publish over the course of your campaign, whether thats a couple weeks or a couple months.

Navigate to Your Company PageOr, set up a Business Account

Lets get started.

Assuming you have a company page, navigate to the company page. If not, go ahead and create a Company Page or a Showcase page. You can do so by hovering over your profile picture, and then choosing company page.As you can see weve gone ahead and accessed the LinkedIn Marketing Solutions page, which well use to Sponsor an update today.10Choose a Company UpdateYou already have content!

Most marketers cite that the #1 challenge with Sponsoring content is that they lack time to set it up, and produce the content to host. The reality is though, that most advertisers already have content! Start by looking on your company page you most likely have already linked to a useful infographic, white paper, or webinar that youve hosted these are all great pieces of content to Sponsor on Sponsored Updates.It looks like we have a Crash Course in Full Funnel marketing guide that we used before, so well go ahead and Sponsor that.

Click on Sponsor Update.Choose a Company UpdateYou already have content!

Easy as 1-2-3Creating a Sponsored Updates Campaign

This will take you to the Campaign Manager, where you can create an Ad Campaign.

Lets first click on Sponsor content, since were creating Sponsored Updates.

Step 1Create an Ad CampaignIdentify the onsite behaviors that indicate high engagement or specific interestsDefine the most desirable business demographic segmentsUnderstand the audiences that have already taken specific actions on your site or convertedIdentify the onsite behaviors that indicate high engagement or specific interestsDefine the most desirable business demographic segmentsUnderstand the audiences that have already taken specific actions on your site or convertedGive your campaigna name:Keep it simpleInclude targeting regions,dates, and versionsFirst give your campaign a name.Keep it simple you want to include things that help you easily identify what Campaign this is.Some good examples of details you want to include in your Campaign name could be what regions youre targeting, dates that you expect the campaign to run, and which version of the ad youre hosting.This is a good best practice to follow, as before you know it you can easily lose track of similar Ads if they use the same image or description text, for example.

Step 1Create an Ad CampaignGive your campaigna name:Keep it simpleInclude targeting regions,dates, and versionsChoose a company update thatyou want to sponsor.Look through your company page toreview content you already have.Now choose a company update that you want to Sponsor. Again, look through the company updates youve already published to review existing content.

Choose a company update thatyou want to sponsor.Look through your company page toreview content you already have.You will be able to see a preview for desktop, mobile, and tablet.

Step 1Create an Ad CampaignHere you will be able to see a preview for desktop, mobile, and tablet.Make sure to review so that it looks great on all platforms. If it doesnt look great, go back and make sure to optimize the image, and then try re-uploading.Generally, uploading an 800 by 400 pixel image works well on all platforms. Check out our Ad Specs online for more information.

Once youre satisfied, click next.

Step 2Choose Your AudienceIdentify the onsite behaviors that indicate high engagement or specific interestsDefine the most desirable business demographic segmentsUnderstand the audiences that have already taken specific actions on your site or convertedIdentify the onsite behaviors that indicate high engagement or specific interestsDefine the most desirable business demographic segmentsUnderstand the audiences that have already taken specific actions on your site or convertedLinkedIn enable you to choose whom to target using a variety of criteria. Step 2: Choose your Audience

Once youve created your Ad, its time to choose your audience.

LinkedIn is a powerful platform as it enables you to target exactly who you want to reach, based on a variety of criteria.

Identify the onsite behaviors that indicate high engagement or specific interestsDefine the most desirable business demographic segmentsUnderstand the audiences that have already taken specific actions on your site or convertedIdentify the onsite behaviors that indicate high engagement or specific interestsDefine the most desirable business demographic segmentsUnderstand the audiences that have already taken specific actions on your site or convertedFilter by location: continent, country, state, or region

Step 2Choose Your AudienceFor example, lets start by targeting by location. As you can see in this example, Ive gone ahead and target not only by general region, but by continent, country, and state.This lets you target as broadly or as specifically as you want based on the members location.

Identify the onsite behaviors that indicate high engagement or specific interestsDefine the most desirable business demographic segmentsUnderstand the audiences that have already taken specific actions on your site or convertedIdentify the onsite behaviors that indicate high eng