LinkedIn Tech Marketer's Event - Product Updates
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Kristin Kunasingam, LinkedIn’s Senior Product Consultant, showed best practices for leveraging LinkedIn’s Sponsored Content and InMails to influence technology decisions, and drive business results.
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LinkedIn Tech Marketer's Event - Product Updates
- 2. Sponsored InMail allows you to have a 1:1 communication with your target audience
- 3. 3 It is an uncluttered communication experience 71% receive only 1 Sponsored InMail annually 29% receive 2-3 Sponsored InMail annually
- 4. Changes to the LinkedIn mobile app back in November 2015 Threaded messages Chat style interface People centric list view
- 5. Custom call to action button Image banner for branding impact Easy left pane navigation Personalised greeting Next generation of Sponsored InMail on LinkedIn
- 6. Custom Greeting Easy to read formatting Contextual hyperlink Easy to navigate opt-out menu Next generation of Sponsored InMail on LinkedIn
- 7. Sponsored InMail best practice
- 8. Give a good reason to engage with your content The impact of your message starts with the preview Sender: Person = personalised 1st person content “I” Company = content on behalf of a team or product Subject: Be concise about what the value member will get from the message. Description: Give member specific instructions what to do with your message ex. Register for… download the…
- 9. 9 Good subject lines Let them stand out in the inbox • Short, impactful subject • Tip: 1. Thanks 2. Exclusive invitation 3. Connect 4. Job opportunities 5. Join us
- 10. 10 Target audiences want relevant content Tailor your content accordingly – Call out your target audience Tip • Let your audience know this message is relevant for them but don’t go overboard i.e.. “Hi California event planner working at an enterprise level company…”
- 11. 11 Expand your reach and effectiveness Narrow in on those who are most likely to engage • Consider targeting Senior IC as part of your audience these are the Senior System Network Engineers, Senior Developers, Accountants, Lawyers, Scientists • You have a much bigger audience that will test products and influence the purchase vs. person signing the contract • Tip: Content targeted to Owner/Partner/CXO should be crafted specifically for this audienceOwner Partner CXO VP Director Manager Senior Entry Training Unpaid
- 12. Think members first when crafting your content Give your message a unique and genuine voice Strong visual: Support your message content and call to action, but not distract Concise, personal and relevant: Keep your copy under 1000 characters and include a body link Strong call to action: should be clear what action should be taken
- 13. Try writing from these perspectives Deliver content that’s helpful, informative and/or entertaining The Helpful Advisor The VIP Invitation The Cliffhanger Start by explaining how your content will help your target achieve professional success. Get your audience to react by inviting them to an exclusive event. Make your audience feel special by tailoring the content to their interests Tell your audience enough to pique their interest but not so much that they aren’t compelled to learn more.
- 14. 14 Clear call to action Tell the reader what you want them to do • Tip top Sponsored InMail CTA keywords • Try • Register • Reserve • Join • Confirm • Download
- 15. 15 Optimise content for mobile For best mobile performance ensure: • The copy is fewer than 1000 characters or eliminate it all together • The CTA is clear • The landing page is optimised for the small screen
- 16. *Controls for member activity level by focusing on members who visit LinkedIn an average of 5+ days each month. Source: LinkedIn internal data. Use Sponsored InMail in conjunction with our flagship product, Sponsored Content 128% higher open rates among those exposed to Display and Sponsored Updates first
- 17. • Paid content that appears in a members news feed Sponsored Content LinkedIn’s native advertising solution
- 18. for Direct Response Sponsored Content best practice
- 19. 19 A clear and crisp written update An update that articulates the message clearly • Clear and concise messaging
- 20. 20 Personalisation Where applicable address the audience in the copy • Call out the target audience when applicable
- 21. 21 Mobile friendly Your audience is on the move, so should you • Copy is not cut off • Image is large and catchy Landing page is mobile optimised
- 22. 22 Call-to-action Have one… or two • Tell the member what you what you want them do – sign-up, download or test?
- 23. 23 Keeping the introduction text to 150 characters • Optimising for the mobile experience
- 24. 24 Common phrases in Direct Response native formats Technology Learn how How to Find out To learn Are you Join us Learn about Do you The best Download See how *Based on the top 40% updates ranked on CTR with over 1,000 impressions per update in the last 6 months
- 25. Don’t just generate leads. Enable sales Tim Riesterer Chief Strategy and Marketing Officer at Corporate Visions
Notas do Editor
- Members will only be able to receive this once every 60 days, which means your opportunity to connect is now.
- Changes to our messaging experience on the platform that is focused on more a chat style format.
- Timely, convenient, and personal messages to people that matter most to your business
- a tailored approach to reach and appeal to senior executives, board members, operations managers and those striving to grow and improve specific skills.
- Who is it sent from?
- Primed audience because they have been exposed to your message and then taken to action
- Today success relies on your marketing team keeping your messaging and content in front of the right prospects early and often throughout the purchase process so that you’re a) building brand and generating awareness among your target audiences and b) using relevant content to build credibility and drive prospects from one stage to the next. This process is what we call “nurturing” and we’ve seen that nurturing leads to higher value purchase."