Using LinkedIn for Brand Marketing.
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How to Engage with Us
Pieces of content are consumed before a purchasing decision is made 1
functional groups within a company are involved in the average purchase decision 2
1 Source: Zero Moment of Truth Study, Google
2 Source: Rethink the B2B Buyers Journey research report, LinkedIn, Global, 2016
For B2B decision-makers, online communities are one of the most popular sources of content in the purchase decision
61% of B2B marketers aren’t using mobile marketing
95% of website visitors don’t fill out a form
80% aren’t opening emails
Half of business decisions are made outside of the office
1. eMarketer 2.. SiriusDecisions 3. eMarketer 4. MarketingProfs 5. B2B Marketing
professionals are on LinkedIn
IT decision makers
Drive engagement with premium audiences using dynamically generated ads, powered by profile data, customizable to meet your campaign objectives.
Number of online searches a B2B buyer performs
before going to a brand’s website.
Amount of purchase process that buyers complete
before making contact with vendor.
Of B2B buyers choose a vendor that’s first to
help them with useful content.
-Source: Inside Sales
Group Membership, Skills, Field of Study
Rich demographic data
Job Function, Seniority, Company Name,
Your own audience data
Target Account Lists
Job Searchers, Opinion Leaders, Mass Affluent,
Danielle in their buyer’s journey
Seattle, WA USA
FIELD OF STUDY
Bachelor of Science
Simply Measured, 51-200, Internet
Senior Marketing Manager, Marketing, Senior IC
YEARS OF EXPERIENCE
CMA, LEWIS, Social Tools
SEO, Social Media, Digital Marketing, Blogging
Professional mindset that makes members receptive to brand content
audience of influencers and business decision-makers
Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences wherever they spend their time.
Target your most valuable audiences
Publish your content in a premium context
Grow your business at every stage
Reach the people that matter most using accurate, profile-based, first-party data
Sponsor content in the brand-friendly environment of the LinkedIn feed to an audience of influencers and business decision-makers
Drive quality leads, generate engagement, and raise brand awareness with a powerful advertising platform
Where to look
What to look for
Relevant ContentEngaging ImagesCadence
Promoting other Social Media Channels
‘About Us’ Section
Company AnnouncementsIndustry news
Visual is the new headline sponsor
Always include images in your updates: Images lead to higher engagement
“Snackable” content that appeals to busy prospects hungry for quick insights
Be Concise: Keep your intro textto 70-150 characters … Shorter text correlates with higher engagement
Images should be 1200x627 pixels, and any text in the image should stay in a 1000x586 area
Link images to your site to drive high-quality traffic from clicks on your content
Think like a journalist sponsor
Captivate your audience with a compelling headline that stands out from the crowd
Humor works...even on LinkedIn!
Uploaded rich media
Link share with
Uploaded images often get up to 38% higher CTR vs. link shares with a preview image
Content Calendar Example
Week of March 3
Monday, March 3, 14Tuesday, March 4, 14Wednesday, March 5, 14Thursday, March 6, 14Friday, March 7, 14Monday, March 10, 14Tuesday, March 11, 14Wednesday, March 12, 14Thursday, March 13, 14Friday, March 14, 14Monday, March 17, 14Tuesday, March 18, 14Wednesday, March 19, 14Thursday, March 20, 14
Content Calendar is a planning document that gives you and your team at LinkedIn a plan of attack for a successful Sponsored Update campaign:
Creates a publishing schedule that helps you maintain a consistent presence Visualizes your marketing strategy Acts as a communication point for all parties
Week of March 10
Week of March 17
How much content is enough? It depends on your goals. Top-performing companies post at least once per day, while others post several times per day. They are often using Direct Sponsored Content to manage the volume.
Be where your prospects are sponsorReach prospects wherever they spend time
Seeks relevant information, guidance, inspiration
StarTex Software Overview sponsor
StarTex Software is the company behind EHS Insight, the world's most flexible, powerful, easy-to-use environmental, health and safety (EHS) software.
Reaching target audience
Creating dialogue and user engagement
Lack of data insight
Increasing digital brand presence