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using linkedin for brand marketing

Candace Kim

  • Associate Product Marketing Manager
  • LinkedIn
  • Mohamad Bozo
  • Marketing Strategy Analyst
  • StarTex Software
Using LinkedIn for Brand Marketing

Got a question? Submit it in the Q&A box.

Tweet along with #LinkedInBrandMktg

Follow us for more: @LinkedInMktg

How to Engage with Us

let s talk about
Let’s talk about
  • What’s the buyer’s journey really like?
  • Rethinking brand marketing with LinkedIn
  • Success story: StarTex Software
  • Q&A
today s buyer s journey
Today’s buyer’s journey
  • The only thing predictable about it is its unpredictability
it s a challenging world
It’s a challenging world


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

missed opportunities
Missed opportunities

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

For the first time in the history of media you can engage with the world’s professionals in one place
t he largest global community of professionals
The largest global community of professionals





decision makers


professionals are on LinkedIn




opinion leaders


C-level execs


IT decision makers

the world s professionals come to linkedin for knowledge
The world’s professionals come to LinkedIn for knowledge

Industry News

Expert Advice

Professional Learning

Peer Recommendations

500+ Influencers

Peer Insights

To shape the outcome of the purchase decision, get their attention where they’re spending time in a professional context
linkedin dynamic ads
LinkedIn Dynamic Ads
  • Personalize your creative to resonate with buyers

Drive engagement with premium audiences using dynamically generated ads, powered by profile data, customizable to meet your campaign objectives.

your prospects are searching for answers will you be there to help them at the right moment
Your prospects are searching for answers — will you be there to help them at the right moment?


Number of online searches a B2B buyer performs

before going to a brand’s website.

-Source: Google

content helps you build relationships with prospects early in their buyer s journey
Content helps you build relationships with prospects early in their buyer’s journey


Amount of purchase process that buyers complete

before making contact with vendor.

-Source: Forrester

target the right audiences and deliver helpful content to create trust build brand consideration
Target the right audiences and deliver helpful content to create trust & build brand consideration


Of B2B buyers choose a vendor that’s first to

help them with useful content.

-Source: Inside Sales

get to the right professional audiences
Get to the Right Professional Audiences

Interest-based targeting

Group Membership, Skills, Field of Study

Rich demographic data

Job Function, Seniority, Company Name,

Geo, Industry

Your own audience data

Target Account Lists

Persona targeting

Job Searchers, Opinion Leaders, Mass Affluent,

Business Travelers




Seattle, WA USA




Boston University




Bachelor of Science

2011, 25-34



Simply Measured, 51-200, Internet




Senior Marketing Manager, Marketing, Senior IC





CMA, LEWIS, Social Tools


SEO, Social Media, Digital Marketing, Blogging


why content m arketing on linkedin
Why Content marketing on LinkedIn?

Professional mindset that makes members receptive to brand content


audience of influencers and business decision-makers


profile-based targeting

sponsored content
Sponsored Content
  • Engage your prospects with relevant content in the world’s only professional feed

Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences wherever they spend their time.


sponsored content1
Sponsored Content
  • Engage your prospects with relevant content in the world’s only professional feed

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

your company website is a great place to look for content to sponsor
Your company website is a great place to look for content to sponsor

Where to look

What to look for


Relevant ContentEngaging ImagesCadence

Company Blog

VideosWhitepapersOther Destinations

Company Resources


Promoting other Social Media Channels

‘About Us’ Section

Company AnnouncementsIndustry news



Visual is the new headline

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

Captivate your audience with a compelling headline that stands out from the crowd

Humor works...even on LinkedIn!

  • Think like a journalist:
  • Ask a compelling question
  • Cite a surprising stat
  • Make a bold argument
  • Tie in with current events or pop culture
  • Quote a well-known leader or executive

Rich media updates: More engaging than link shares

Uploaded rich media

Link share with

preview image

Uploaded images often get up to 38% higher CTR vs. link shares with a preview image

turn your content into strategy with a content calendar
Turn your content into strategy with a content calendar

Content Calendar Example

Intro Copy

Content Title


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.


reach prospects wherever they spend time
Be where your prospects areReach prospects wherever they spend time

Seeks relevant information, guidance, inspiration

Feel connected

linkedin sponsored inmail
LinkedIn Sponsored InMail
  • Send timely, convenient, and relevant private messages to the people that matter most to your business

StarTex Software Overview

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

  • Efficiently reached and engaged senior-level EHS members
  • Over one million in quality impressions resulting in 119% growth in brand awareness
  • 50% more marketing qualified leads than other paid ad channels
  • Created quality dialogue and user engagement, thanks to LinkedIn’s campaign data
  • Blog Sponsored Content generated 264,399 in impressions and an average 1.49% click through rate
5 takeaways for sponsored content success
5 takeaways for Sponsored Content success
  • Create brief, yet compelling ad copy
  • Promote your ads to the right audiences
  • Listen to your campaign data
  • A/B test your ad copy and design
  • Structure your campaigns