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Tech Breakfast Event Sydney

LinkedIn Tech Marketers Event - Product Updates

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Page 1: LinkedIn Tech Marketers Event - Product Updates

Tech Breakfast EventSydney

Page 2: LinkedIn Tech Marketers Event - Product Updates

Sponsored InMail allows you to have a

1:1 communication with your target audience

Page 3: LinkedIn Tech Marketers Event - Product Updates

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It is an uncluttered communication experience

71% receive only 1

Sponsored InMail annually29% receive 2-3

Sponsored InMail annually

Page 4: LinkedIn Tech Marketers Event - Product Updates

Changes to the LinkedIn mobile app back in November 2015

Threaded

messages

Chat style

interface

People centric

list view

Page 5: LinkedIn Tech Marketers Event - Product Updates

Custom call to

action button

Image banner

for branding

impact

Easy left pane

navigation

Personalised

greeting

Next generation of Sponsored InMail on LinkedIn

Page 6: LinkedIn Tech Marketers Event - Product Updates

Custom Greeting

Easy to read

formatting

Contextual

hyperlink

Easy to navigate

opt-out menu

Next generation of Sponsored InMail on LinkedIn

Page 7: LinkedIn Tech Marketers Event - Product Updates

Sponsored InMail best practice

Page 8: LinkedIn Tech Marketers Event - Product Updates

Give a good reason to engage with your content

The impact of your message starts with the preview

Sender: Person = personalised 1st

person content “I”

Company = content on behalf

of a team or product

Subject:Be concise about what the value member will get from the

message.

Description:Give member specific instructions what to do with your message ex. Register for… download the…

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Good subject lines

Let them stand out in the inbox

• Short, impactful subject

• Tip:

1. Thanks

2. Exclusive invitation

3. Connect

4. Job opportunities

5. Join us

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Target audiences want relevant content

Tailor your content accordingly – Call out your target audience

Tip

• Let your audience know

this message is relevant

for them but don’t go

overboard i.e.. “Hi

California event planner

working at an enterprise

level company…”

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Expand your reach and effectiveness

Narrow in on those who are most likely to engage

• Consider targeting Senior IC

as part of your audience

these are the Senior System

Network Engineers, Senior

Developers, Accountants,

Lawyers, Scientists

• You have a much bigger

audience that will test

products and influence the

purchase vs. person signing

the contract

• Tip: Content targeted to

Owner/Partner/CXO should

be crafted specifically for this

audienceOwner

Partner

CXO

VP

Director

Manager

Senior

Entry

Training

Unpaid

Page 12: LinkedIn Tech Marketers Event - Product Updates

Think members first when crafting your content

Give your message a unique and genuine voice

Strong visual: Support your message content and call to action, but not distract

Concise, personal and relevant: Keep your copy under 1000 characters and include a body link

Strong call to action: should be clear what action should be taken

Page 13: LinkedIn Tech Marketers Event - Product Updates

Try writing from these perspectives

Deliver content that’s helpful, informative and/or entertaining

The Helpful Advisor The VIP Invitation The Cliffhanger

Start by explaining how your content

will help your target achieve

professional success.

Get your audience to react by

inviting them to an exclusive event.

Make your audience feel special by

tailoring the content to their interests

Tell your audience enough to pique

their interest but not so

much that they aren’t compelled

to learn more.

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Clear call to action

Tell the reader what you want them to do

• Tip top Sponsored InMail

CTA keywords

• Try

• Register

• Reserve

• Join

• Confirm

• Download

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Optimise content for mobile

For best mobile

performance ensure:

• The copy is fewer than

1000 characters or

eliminate it all together

• The CTA is clear

• The landing page is

optimised for the small

screen

Page 16: LinkedIn Tech Marketers Event - Product Updates

*Controls for member activity level by focusing on members who visit LinkedIn an average of 5+ days each month. Source: LinkedIn internal data.

Use Sponsored InMail in conjunction with

our flagship product, Sponsored Content

128% higher open

rates among those exposed to Display and Sponsored

Updates first

Page 17: LinkedIn Tech Marketers Event - Product Updates

• Paid content that appears in

a members news feed

Sponsored Content LinkedIn’s native advertising solution

Page 18: LinkedIn Tech Marketers Event - Product Updates

for Direct Response

Sponsored Content best practice

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A clear and crisp written update

An update that articulates the message clearly

• Clear and concise

messaging

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Personalisation

Where applicable address the audience in the copy

• Call out the target

audience when

applicable

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Mobile friendly

Your audience is on the move, so should you

• Copy is not cut off

• Image is large and

catchy Landing page is

mobile optimised

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Call-to-action

Have one… or two

• Tell the member what

you what you want them

do – sign-up, download

or test?

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Keeping the introduction text to 150 characters

• Optimising for the mobile

experience

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Common phrases in Direct Response native formats

Technology

Learn how

How to

Find out

To learn

Are you

Join us

Learn about

Do you

The best

Download

See how

*Based on the top 40% updates ranked on CTR with over 1,000 impressions per update in the last 6 months

Page 25: LinkedIn Tech Marketers Event - Product Updates

Don’t just generate leads.

Enable sales

Tim Riesterer

Chief Strategy and Marketing Officer at Corporate Visions

Page 26: LinkedIn Tech Marketers Event - Product Updates