LinkedIn Marketers can reach over 470 million professionals on LinkedIn.

If you’re looking
Advertising to engage business people, LinkedIn offers several solutions. The two most
popular are Sponsored Content and Sponsored InMail.
CHECKLIST
for Content Promotion

Brands use Sponsored Content and

of B2B Marketers distribute Sponsored InMail to promote content,
88% content via LinkedIn1 generate awareness, drive leads and
meet their marketing objectives.

Sponsored Content Speak to the world’s professionals directly in their newsfeed

BEST PRACTICES
Images Benchmarks
People are attracted to other people - use photos CTR: 0.28% -0.60%
of humans (vs objects)
Conversion Rates: 3%-5%
Make your images pop with bold and bright colours Performance varies across geographies
and audience segments.
Consider text overlays

Headline
Be clear and concise
Show authority on your topic and build trust by including
statistics and key data points

Ask your audience a question

Make a bold statement or prediction – have a clear

point of view

Ad Specs
Brand Name & Logo: These are pulled automatically
from your Company Page or Showcase Page

Headline: Up to 150 characters is supported (optional)

Rich Media: 1200x627 pixels

 LinkedIn
Advertising
CHECKLIST

Sponsored InMail Communicate privately and share relevant messages

via LinkedIn’s messaging environment

BEST PRACTICES
Write compelling subject lines. Use action verbs
and ego-builders - Thanks, Exclusive, Join Us, Connect
The Call-to-Action Button should inspire people to click -
I'm Interested, Learn More, Register Now, Apply Today, Try Now

Keep the body copy concise so that readers don’t have to scroll

Consider using bullet points to make reading the message

easy. Limit bullets to 3-4 items. Benchmarks
Include a hyperlink in the copy – ideally to the same Open Rate: 30%-40%
destination as your CTA button
CTR: 2%-5%
Performance varies across geographies
Ad Specs and audience segments.

Sender: An employee is recommended because

people expect to see other people messaging in their
inbox instead of brands.
Subject Line: Keep under 30 characters to maximise
open rates on mobile devices.

Body Copy: Keep under 500 characters.

Call-to-Action (CTA) Button: This is a button at the

bottom of the screen to drive traffic to your landing page.
Up to 25 characters are supported.
Ad Unit: For users reading their InMail on desktops, you
can include a 300x250 ad unit to the right of the message.
This is optional.

1 Content Marketing in Australia 2017, Content Marketing Institute

About LinkedIn Marketing Solutions:

With LinkedIn Marketing Solutions, brands build relationships with the world's professionals by using accurate targeting to deliver relevant
content and communications. As today's connected buyers seek ideas and insights from people and brands they trust, marketers use
LinkedIn to target advertising and publish relevant content in a professional context.

For more information visit marketing.linkedin.com Follow us on Twitter @LinkedInMktg