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#LinkedInMktg

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#LinkedInMktg
Keith Richey
Director, Global Marketing
December 17, 2014
Best Practices for Marketing on
LinkedIn

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Marketing best practices
Our team’s approach
Consumer evolution
#LinkedInMktg

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Your buyers’ behavior is forever changed
#LinkedInMktg

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#LinkedInMktg
Through the
buying cycle
90%
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#LinkedInMktg
12:00
PM
6:00
AM
9:00
PM
9:00
PM
Mobile at the Center of Consumers’ Lives

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#LinkedInMktg
Be accurate Be helpful Be everywhere
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And what does it
mean to your brand?
Three new keys
to success:

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#LinkedInMktg#LinkedInMktg
Marketing best practices
Our team’s approach
Consumer evolution

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#LinkedInMktg#LinkedInMktg
Find your
audience
Shape
perception
Establish
trust
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Measure and optimize
2 31
3 best practices to build your brand on LinkedIn
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#LinkedInMktg#LinkedInMktg
Lives in
Dallas
Small business owner Heavy mobile
and iPad user
James Gill
Identity
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#LinkedInMktg#LinkedInMktg
500+
connections
Member of
groups about
entrepreneurship
Shares content
daily on LinkedIn
Network & knowledge
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James Gill

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#LinkedInMktg#LinkedInMktg
Professionals just like him can be reached on LinkedIn through
330 Million+
powerful targeting capabilities
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#LinkedInMktg#LinkedInMktg
Target the customer
you need to reach
 Target professionals who
live in target cities along key
routes
 Identify members who
belong to LinkedIn groups
related to business travel in
Asia
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“We knew we needed to advertise where business people – and especially the
business travelers – are going to be. They’re on LinkedIn.”
Dennis Owen
VP Marketing Americas, Cathay Pacific Airways

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#LinkedInMktg#LinkedInMktg
Find your
audience
Shape
perception
Establish
trust
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Measure and optimize
2 31
3 best practices to build your brand on LinkedIn
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#LinkedInMktg#LinkedInMktg 15
Standard Display Ads
Reach the right audience at the
right time on the most
accountable medium
 Target influential professionals
with precision
 Drive high-quality audiences to
your website

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#LinkedInMktg#LinkedInMktg
Build brand awareness
and leads with
targeted campaigns
 Reached 170k business
decision makers
 .07% CTR for branding ads
 Numerous qualified
meetings scheduled as a
result
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“LinkedIn helps you target the CIOs and senior IT executives you need to drive
new business.”
Jason Kane
Account Director, Anvil Media Inc. (agency)

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#LinkedInMktg#LinkedInMktg
Find your
audience
Shape
perception
Establish
trust
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Measure and optimize
2 31
3 best practices to build your brand on LinkedIn
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#LinkedInMktg#LinkedInMktg 18
Company Pages
 Share content and opportunities
to make professionals more
productive and successful.
Your destination to establish your
company's identity and build
relationships with the world's
professionals

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#LinkedInMktg 19

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#LinkedInMktg#LinkedInMktg 20
Showcase Pages
 Create a dedicated page for
aspects of your business with
their own messages and
audience segments to share
with
 Share focused content to build
a relationship with a specific
audience
Effectively segment your
audience, and deliver the right
message to the right audience.

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#LinkedInMktg#LinkedInMktg 21
Sponsored Updates deliver rich content
across all devices in the LinkedIn feed

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#LinkedInMktg#LinkedInMktg
 50% more likely to agree that
“Adobe is shaping the future of
digital marketing”.
 79% more likely to agree that
“Adobe can help me optimize
my media spend”
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Brand awareness with
Sponsored Updates
“Sponsored Updates allowed us to reach the right audience on the right channel,
ultimately helping to move the needle on a primary objective – to inform and
educate marketers that Adobe is an industry leader in providing digital marketing
solutions.”
- Maria Poveromo, Sr Director PR, AR and Social Media, Adobe

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#LinkedInMktg#LinkedInMktg
Find your
audience
Establish
trust
Be
personal
Geography
Function
Industry
Seniority
Company Updates
Sponsored Updates
Sponsored InMail
Spotlight Ad
Measure and optimize
2 31
3 best practices to generate leads on LinkedIn
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#LinkedInMktg#LinkedInMktg 24
Sponsored InMail
Send a personalized message
directly to a member’s inbox
 Ensure standout; just one
message is sent every 60 days
 Prompt user to take action with
customizable response button

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#LinkedInMktg#LinkedInMktg
Impact the right
decision makers with
Sponsored InMail
 29% open rate
 23% CTR
 Qualified meetings with
people who met specific
criteria
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“We can target exactly the people we want to reach while achieving the scale to
fulfill our campaign.”
J.P. Walti
Director of Demand Generation, Hearsay Social

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#LinkedInMktg#LinkedInMktg 26
Maximize reach
across LinkedIn
InMail
 Reach in the inbox on desktop
and mobile
Display
 Reach across desktop pages
Sponsored Updates
 Reach across all devices via
the LinkedIn feed
by combining Display, Sponsored
Updates, and InMail

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#LinkedInMktg#LinkedInMktg
 26% of new leads come from
Display Ads; 6% of leads come
from updates.
 Generated higher quality leads
than from any other channel
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Awareness and leads
with display, inMail and
Sponsored Updates
“LinkedIn is a social network where we can specifically target people who are in a
position to be making important business decisions.”
- Betsy Schneider, VP of Marketing Services, BI Worldwide

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#LinkedInMktg#LinkedInMktg 28
The most effective platform for marketers to reach audiences,
nurture prospects and acquire customers
Share relevant content
and campaigns with the
world’s professionals
Content & Campaigns
Get to the right people
with precision-focused
B2B multi-channel
marketing
B2B Marketing

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#LinkedInMktg#LinkedInMktg
Marketing best practices
Our team’s approach
Consumer evolution

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#LinkedInMktg#LinkedInMktg
Our blog is core to our content marketing strategy
EVENTS
SPONSORED
UPDATES
SOCIAL +
ONLINE
BLOG

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#LinkedInMktg
Blog: Focus on relevance, variety, frequency

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#LinkedInMktg
Big Rock content fuels performance

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#LinkedInMktg
LinkedIn Showcase Page as key content hub

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#LinkedInMktg
 Customer engagement
 Channel traffic
 High quality leads
Sponsored Updates drive results

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#LinkedInMktg
Targeted InMails complement the feed with even more
personal communication

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#LinkedInMktg
Be accurate Be helpful Be everywhere
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Keys to Success

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#LinkedInMktg