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The Science Behind LinkedIn Sponsored Updates

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Creating compelling marketing content is much like a science experiment. It involves dreaming big, formulating a hypothesis based off of high-level observations, testing the hypothesis through multiple iterative procedures, and charting results for future continued success.

Of all of LinkedIn Marketing Solutions product options, Sponsored Updates can be a vital ingredient for creating compelling marketing content since this product allows marketers to target a premium audience with a professional mindset. In order to create the most effective Sponsored Updates content, marketers can think like scientists and experiment with the content through several rounds of testing. Get ready to put your science cap on and observe:

- 3 attributes that set Sponsored Updates apart
- A scientific procedure for finding your company’s perfect algorithm for Sponsored Updates
- Tips for audience targeting
- 4 rules for Sponsored Updates success
- Checklist for optimal results

This LinkedIn Slideshare, LinkedIn Sponsored Updates: An Everlasting Experiment, will specifically explain how experimenting with Sponsored Updates can create content that excites a specific audience.

Publicada em: Marketing
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  • Very helpful and insightful
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The Science Behind LinkedIn Sponsored Updates

  1. 1. The Science Behind LinkedIn Sponsored Updates Testing & Iterating for Optimal Results
  2. 2. of B2B marketers use LinkedIn to distribute content. 94% “B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America,” CMI & MarketingProfs The most compelling marketing content is brainstormed, created, and iteratively developed like a science experiment. Got your science cap on? Let’s start experimenting!
  3. 3. LinkedIn Sponsored Updates is a native, in-feed content tool that reaches a targeted professional audience beyond your LinkedIn Company Page followers. The product data sheet gives more insights into the power of Sponsored Updates. 3 attributes that set this native ad format apart: 3 UNIQUELY POTENT INGREDIENTS 2 31 Accurate targeting Professional mindset Premium audience
  4. 4. Finding the Perfect Algorithm for Sponsored Updates Examine your idea from your audience’s mindset, not your own. 2 OBSERVE THROUGH A DIFFERENT LENS Balance out your campaign with the right structure. 3 SET A SOLID FOUNDATION The #1 rule to being a scientist: Don’t be afraid to fail! 4 LEARN FROM YOUR MISTAKESBrainstorm an idea that you feel compelled to share. DREAM BIG 1 SCIENTIFIC PROCEDURE
  5. 5. Having a compelling idea is only the beginning to formulating effective content for the Sponsored Update, but it is vital, setting the foundation for the rest of the experiment. DREAM BIG
  6. 6. DREAM BIG To formulate a compelling idea, act like a scientist. INVESTIGATE What keywords is my target audience searching for? THINK What conversation in my industry do I want to own? of surveyed B2B buyers chose a company that was first to help them in the purchase process by providing useful content and information. “Technologies of Social Selling: Just Do It!” 2014, SAVO 74%
  7. 7. Once you have selected a topic, ensure that the end viewer feels as excited about it as you! OBSERVE THROUGH A DIFFERENT LENS “Business buyers don’t ‘buy’ your product or service; they ‘buy into’ your perspective and approach to solving their problems.” Jeff Ernst, former principal analyst, Forrester Research
  8. 8. 3 tips for ensuring your experiment creates a chemical reaction in the your audience’s mind: OBSERVE THROUGH A DIFFERENT LENS Start broad. After analyzing who engages most with your content, target a more specific demographic. 2 Continue to analyze audience fit. To extend your reach to even more qualified prospects, try Audience Expansion. 3 Don’t hyper-target. Use 2–3 targeting criteria, and make sure your minimum audience size is 500,000 members. 1
  9. 9. Like how combining ammonia with bleach creates toxic chloramine vapors, you must mix the right content with the right structure to power the Sponsored Updates campaign. “When we posted with a more consistent content cadence, the blog subscriptions generated from our own Sponsored Updates campaigns grew 30%. These subscribers are more loyal, meaning they are more likely to renew their services with our company.” Alicianne Rand, VP of Marketing, NewsCred SET A SOLID FOUNDATION
  10. 10. Apply These Rules for Foundational Success: Power each campaign with at least 4 posts. 1 Track successful posts in each campaign. Continue to run these in multiple iterations. 2 Let campaigns run for at least 3 weeks (including nights and weekends) to gain the most traction. 3 Schedule experiments intelligently to maximize time and money. (After all, scientists need time to sleep and food to eat, too!) 4
  11. 11. LEARN FROM MISTAKES All scientists fail when testing with multiple variables, so marketers are also encouraged to take intelligent risks!
  12. 12. Follow these steps to optimize for success in the next iteration. *Direct Sponsored Content is a type of Sponsored Update that enables you to share content directly in the feed, giving you the ability to personalize and test content without having to originate posts on your LinkedIn Company Page. Learn more on our blog. Determine which variables are working and which are not. This process can be easily performed through Direct Sponsored Content.* Change your independent variable once or twice per week, accordingly. Chart results! 1 2 3
  13. 13. All effective marketing scientists follow 3 steps: CHECKLIST FOR OPTIMAL RESULTS Dissect every message to ensure it is reaching the right audience. Change up your hypothesis, and experiment with new variations of content. Ensure that your content doesn’t explode right in front of you. After all, YOU are the author of what gets published on your LinkedIn Company Page! PERSONALIZATION 1 TESTING 2 CONTROL 3
  14. 14. One more insider tip: Have fun with your work. Be creative, yet analytical. LinkedIn Sponsored Updates typically earn 3–5x the engagement of standard display ads on LinkedIn. HAPPY EXPERIMENTING!
  15. 15. For more information on effectively experimenting with LinkedIn Sponsored Updates, download The Sophisticated Marketer’s Guide to LinkedIn Sponsored Updates. Download Now Product Showcase Series SPONSORED LinkedIn UPDATESA best practice handbook about content marketing for a professional audience, featuring expert advice from LinkedIn’s Certified Marketing Partners.
  16. 16. Today, LinkedIn members number more than 400+ million professionals. That's more than half of the 600 million professionals on the planet—representing the largest group anywhere of influential, affluent and educated people. For more information, visit marketing.linkedin.com