How to get the most from sponsored content on linked in in 2016

1. 1 Eimear Broderick Account Manager LinkedIn Marketing Solutions Serena Polverino Content Campaign Strategist LinkedIn Marketing Solutions S U O P T I M I S A T I O N

2. Today’s Agenda Trends from 20151 Direct Sponsored Content2 Optimising your campaigns3 Product roadmap 20164

3. A L O O K B A C K A T T R E N D S F R O M 2 0 1 5

4. Trend One: Video What are you trying to convey? If your story has a strong visual component, video may be the best way to get your message across. However, business videos don’t have to be stiff. People watch video to learn, to be inspired, and to be entertained. This video series promoted by Air Canada is visually appealing, and inspires would-be travellers with a behind-the-scenes look at their all-important food service.

5. Humour in B2B Leadership advice articles can be a dime a dozen on LinkedIn. Intel’s decision to lighten the tone of theirs through humour was an incredibly effective tactic that helped their post stand out and earn a spot as one of the top sponsored updates of the year. Trend Three:

6. Memes One sees memes being used on all social platforms, but it is less common on LinkedIn, where companies tend to be more conservative. Don’t forget that professionals are human too, and that a light and fun tone can stand out easily in a news feed full of serious advice and industry articles. Trend Two:

7. More Visuals, Please! The brain processes images faster than text, so the image used in your update will be your first impression. GE has long been known for their visual branding. The image in this update is awe- inspiring and makes scrolling through a news feed a more interesting and rewarding experience. Trend Four:

8. CONTENT BUDGET TARGETING BID 1 2 3 4 4 L E V E R S O F O P T I M I S A T I O N

9. 9 Optimise to the best performing updates Learn more about your audience W H Y A / B T E S T ? Improve campaign ROI

11. Direct Sponsored Content appears in the LinkedIn feed, But is hidden from the Company Page Sponsor any content directly in your target audience’s feed Great for localised language targeting A/B Testing Headlines, Images or CTAs Must have page admin rights or DSC access

12. Have a Strong Call to Action Make an Announcement! Call to Action Ask a Question ?

13. D I R E C T S P O N S O R E D C O N T E N T D E M O

14. Lesson #1: Be Concise 156% CTR* lift

15. Lesson #2: Invest In Strong Images  Processed 60,000x faster than words  Pair links / photos  Use infographics / big + small  Leverage videos and Slideshare

16. Lesson #3: Optimise for Mobile  Ensure intro copy is fewer than 90 characters or eliminate it all together Get to the point / don’t bury the hook  Have a clear CTA  Consider mobile landing page and UX

17. Invest 80% of budget on your best performing updates2 Strategise your campaign set up3 4 Republish best performing content with new copy and image Best Practice with Content Management 1 Always run 3-4 pieces of content per audience

18. Produce Content Waves for Longer Campaigns Wave1 Wave2 Wave3 Wave4

19. P R O D U C T R O A D M A P F O R 2 0 1 6

20. Product Roadmap for 2016 Save your targeting!1 Increasing the creative limit in campaign2 Bulk uploader of targeting from excel3 Restarting completed campaigns4

21. T H A N K Y O U Marketing Solutions Blog http://marketing.linkedin.com/blog/ Adspecs http://adspecs.liasset.com

How to get the most from sponsored content on linked in in 2016

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How to get the most from sponsored content on linked in in 2016

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