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Eimear Broderick

Account Manager

LinkedIn Marketing Solutions

Serena Polverino

Content Campaign Strategist

LinkedIn Marketing Solutions

S U O P T I M I S A T I O N

Today’s Agenda

Trends from 2015 1

Direct Sponsored Content 2

Optimising your campaigns 3

Product roadmap 2016 4

A L O O K B A C K A T T R E N D S F R O M 2 0 1 5

Trend One:

Video

What are you trying to convey? If your story has a strong visual component, video may be the best way to get your message across. However, business videos don’t have to be stiff. People watch video to learn, to be inspired, and to be entertained.

This video series promoted by Air Canada is visually appealing, and inspires would-be travellers with a behind-the-scenes look at their all-important food service.

Humour in B2B

Leadership advice articles can be a dime a dozen on LinkedIn. Intel’s decision to lighten the tone of theirs through humour was an incredibly effective tactic that helped their post stand out and earn a spot as one of the top sponsored updates of the year.

Trend Three:

Memes

One sees memes being used on all social platforms, but it is less common on LinkedIn, where companies tend to be more conservative. Don’t forget that professionals are human too, and that a light and fun tone can stand out easily in a news feed full of serious advice and industry articles.

Trend Two:

More Visuals, Please!

The brain processes images faster than text, so the image used in your update will be your first impression. GE has long been known for their visual branding. The image in this update is awe-inspiring and makes scrolling through a news feed a more interesting and rewarding experience.

Trend Four:

CONTENT BUDGET TARGETING BID

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4 L E V E R S O F O P T I M I S A T I O N

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Optimise to the best performing updates

Learn more about your audience

W H Y A / B T E S T ?

Improve campaign ROI

©2012 LinkedIn Corporation. All Rights Reserved.

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10

Teaser Text

Description

Text

Headline

(bolded)

Customisable Image

Company Logo

Company Name

The Anatomy of a Sponsored Update

Direct Sponsored Content appears in the LinkedIn feed, But is hidden from the Company Page

Sponsor any content directly in

your target audience’s feed

Great for localised language targeting

A/B Testing Headlines, Images

or CTAs

Must have page admin rights or DSC

access

Have a Strong Call to Action

Make an Announcement!

Call to Action

Ask a Question ?

D I R E C T S P O N S O R E D C O N T E N T

D E M O

Lesson #1: Be Concise

156% CTR*

lift

Lesson #2: Invest In Strong Images

Processed 60,000x faster than words Pair links / photos

Use infographics / big + small

Leverage videos and Slideshare

Lesson #3: Optimise for Mobile

Ensure intro copy is fewer than 90 characters or

eliminate it all together

Get to the point / don’t bury the hook

Have a clear CTA

Consider mobile landing page and UX

Invest 80% of budget on your best performing updates

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Strategise your campaign set up

3

4 Republish best performing content with new copy and image

Best Practice with Content Management

1 Always run 3-4 pieces of content per audience

Produce Content Waves for Longer Campaigns

Wave 1

Wave 2

Wave 3

Wave 4

P R O D U C T R O A D M A P F O R 2 0 1 6

Product Roadmap for 2016

Save your targeting! 1

Increasing the creative limit in campaign 2

Bulk uploader of targeting from excel 3

Restarting completed campaigns 4

T H A N K Y O U

Marketing Solutions Blog http://marketing.linkedin.com/blog/

Adspecs

http://adspecs.liasset.com