LinkedIn

Marketing
Group 4
 About LinkedIn
Vision
Create economic opportunity for every member of the global workforce.

Mission
Connect the world’s professionals to make them more productive and successful.

In December 2016, Microsoft completed its acquisition of LinkedIn, bringing together the world’s
leading professional cloud and the world’s leading professional network.

Today, LinkedIn leads a diversified business with revenues from membership subscriptions, advertising
sales, and recruitment solutions.

Launched in 2003, LinkedIn is now the world's largest professional

810
network with 810 million members in more than 200 countries and
Million territories worldwide.
LinkedIn Marketing

LinkedIn marketing is the process of using LinkedIn to make connections, generate

leads, improve brand awareness, foster business relationships and partnerships, share
content, and drive traffic to your website.

LinkedIn is an integral part of many successful marketing strategies today

because of how effective it is in expanding professional networks.

In a recent study of over 5,000 businesses, HubSpot found that traffic from
LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost
3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).

When someone visits LinkedIn, the person is most likely in a business-focused

mindset, helping business' content perform inherently better.

It's also a great way to market job openings and attract new talent to your company.
 Goldmine for B2B Marketing
Lead Generation: LinkedIn is a vital demand generation marketing channel tool if businesses want to help their potential buyer narrow down their options while they are
still on the buying journey. Many of your potential customers are vetting and ruling out options on their own before ever contacting sales. In fact, 70% of the buyer’s journey
is complete before a salesperson is even contacted.

Context: When you use LinkedIn for B2B marketing, you have the advantage of context. Unlike social platforms like Facebook and Instagram, where a user’s primary
purpose is to see cute dog videos or find out what that random classmate from high school is doing now, users flock to LinkedIn to enrich their lives as business
professionals. LinkedIn users may be looking for a time-management solution for their company or training software for their employees, and businesses can be there to
offer them their solutions effectively

Precise Targeting: Much of the data LinkedIn uses for ad targeting is sourced directly from their users. If used the right way, this precise, actionable, real-time, first-person
data will get your company in front of your most valuable audiences. For setting up a target audience, businesses can precisely choose Job Seniorities, Company Size, Job
Functions, Age, Company Industries etc.

Leveraging Employees: Employees can be a great resource for companies for distributing demand generation content on LinkedIn. When an employee shares one of his/her
company’s LinkedIn posts, the organic reach will be amplified. Just like Facebook, organic, or unpaid, company page posts rarely show up in the average user’s news feed.
However, as soon as someone shares your post, it will show up in a lot more feeds.
LinkedIn Marketing Best Practices

Complete your Page

Pages with complete information get 30% more weekly views

Logo
Add your organization’s logo and a cover image to bring your Page to life

Overview
Lead with relevant terms and phrases that describe your organization’s mission
and purpose (LinkedIn members can search by keywords)

Organization info
Input your website URL and location, and select your industry and
company size

Call-to-action button
Customize your button to align with your goals and track who’s clicked in the
admin view or in visitor analytics
 Join the Conversation
Companies that post weekly see a 2x lift in engagement with their content.
Custom Images
Images typically result in a 2x
higher comment rate. Custom
image collages (3-4 images in
one post) perform especially
well for organizations
Videos
Video gets 5x more engagement
on LinkedIn, Live Video gets 24x
more
Content Suggestions
Select your target audience to
find out what topics and
articles they're already
engaging with on LinkedIn and
share directly to your Page
@mentions & Hashtags
Reach new, relevant audiences
with your content
Targeting
Target your organic Page posts
to a specific language, location,
region, university, function,
seniority, industry, or company
size
Grow the Audience
Boosting
An easy way to reach new audiences with just a few clicks

Invite to Follow and Follow Button

Invite your first-degree Profile connections to follow your LinkedIn
Page to grow your organization's community.

Products
Build a community of enthusiasts and experts around your products
to help raise awareness for your solutions, generate more qualified
leads, and ultimately grow your business

Employee Notifications and Community Hashtags

Notify employees of the most important Page posts up to one time
per week to boost organic reach. Associate up to three hashtags with
Page in order to enter the feeds & react & comment from the
perspective of the brand, exposing the name to wider, relevant users
Analytics
Understand the professional traits of your Page visitors and followers
and what types of content they engage with the most on mobile and
desktop
 More Features by LinkedIn

Build on your LinkedIn

Showcase Community Amplifying best ecosystem by adding
Career Pages specialized Pages to
Pages Management content highlight your talent brand
Raise awareness, Manage your account- Extend your reach to
Highlight your unique drive interest in your based marketing a larger audience or unique business lines,
brands, company, and build a campaigns in one place beyond your leveraging a community
business units, or pipeline of with 6sense, Demandbase, followers management platform or
initiatives. candidates RollWorks, and Terminus running LinkedIn ads

Dive Deeper
Use of Playbooks to earn more
about our most popular features
and how other organizations are
leveraging LinkedIn Pages.
LinkedIn Sales Navigator
Sales Navigator is a sales intelligence platform that helps sales professionals to build and maintain relationships
with their buyers at scale. Sales Navigator is designed to be a centerpiece and fixture for modern B2B sales teams. It
can also be integrated with other sales technologies such as CRM) to provide a foundation of trusted, reliable, real-
time data.

Target
It enables easy identification of people
and companies which can be potential
leads for the desired product/service
Understand
Helps in tracking key developments of
accounts by getting notified of personnel
change or by change in indicators of
buying intent

Engage Build Relationships

Access of linkedin’s messaging and
content features like InMail to connect
and interact with prospects
Virtual connection is the need of the hour
and Sales Navigator helps salespeople by
providing insights of a prospect's latest
posts/feeds which can be utilized for
building better relationships
 Key Features
Some of the key features which can be leveraged by sales professionals
are:

•Outreach and Messaging: LinkedIn has a messaging tool called InMail which is

freely available to users but Sales Navigator gives option to use it not just for
connection requests but for more opportunities to start new conversations with
prospects.
•Prioritize Opportunities:  Navigator searches will automatically highlight
important results via SalesSpotlights, which helps in discovering prospects more
likely to interact with you like job changes, mentioned in the news, shared
experiences like schools, universities, brand engagements which identifies
prospects who have followed, commented on your brand , TeamLink which
identifies people connected with colleagues and many more.
•Keep Track of People and Companies: It allows for saving most important
leads and accounts to receive real-time updates and alerts. You can also build
Custom Lists and record notes to share across the team.
•Advanced Search: It allows for customization of search filters to provide most
relevant results. There are a wide array of filters like geography, company
headcount, seniority level, title etc. The results can then be easily added in a list
for use.
•Extensive Access to LinkedIn Community: Sales Navigator allows sellers to
tap into the full potential of LinkedIn's worldwide network of professionals by
allowing unlimited searches and an option to save search type.
LinkedIn
Ads
LinkedIn Ads are a powerful way to reach business
decision makers. Among the platform’s 690 million+
members, four out of five members have the power to
impact business decisions. These movers and
shakers also have 2x the buying power of typical
online audiences.
Sponsored Content
Sponsored Messaging
Awareness ads on LinkedIn
To get your brand on the tip of people’s tongues, start with an awareness
ad. These ads help get audiences talking about your products, services
and brand.
Through these impression-based campaigns, you can also gain more
followers, increase views, and spark greater engagement
Consideration ads on LinkedIn
Opt for a consideration ad if you want to qualify leads already somewhat
familiar with your brand.These types of ads are optimized to help
advertisers meet the following goals:
Website visits: Get more eyeballs on your website and landing pages.
Engagement: Encourage likes, comments and shares, as well as visits
to other social media platforms and websites.
Video views: Share your business story, your latest product, or a day-in-
the-life via video.

Lead Gen Forms Conversion ads on LinkedIn

When you want to generate leads or drive home a sale, consider a
Text and Dynamic Ads conversion ad.They can help meet these three objectives:
Lead generation: Gain leads on LinkedIn by using forms pre-filled with
LinkedIn profile data.
Website conversions: Inspire more website visitors to download an
ebook, sign up for a newsletter, or purchase a product.
Job applicants: Spread the word about your company’s latest job
opening with a job post.
 Sponsored Content
Sponsored Content, also known as native ads, show up your audiences’ LinkedIn feed, regardless of whether they’re scrolling on mobile or their desktop. LinkedIn labels these ads as
“promoted” to distinguish them from regular content. When advertising with Sponsored Content, you can go with LinkedIn carousel ads, single image ads or video ads.

Single Image Ads
Single image ads appear on LinkedIn’s home
page and look like regular content posts, except
that they’re paid for and will specifically be
noted as “promoted” to distinguish from other
unpaid content. These ads only include one
image.
Goal: awareness, visits, engagement, lead generation
job applicants
CTA : Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join, Attend, Request Demo
Single Image Ads Carousel Ads Event Ads
By getting creative with  LinkedIn carousel ads use a swipeable row of cards Amplify your LinkedIn Event to maximize attendance
LinkedIn video ads, you can promote to tell your brand’s story, showcase products, or
thought leadership, highlight the share insights. The key here is to use strong visuals
customer experience, reveal new to keep your readers swiping to learn more.
products, give an insider look at company
culture, and anything else you can dream
up. This is an opportunity to show, not
tell,
Goal: your brand’s
Video Viewsstory Goal: awareness, visits, engagement, lead generation
Length: 3 seconds to 30 minutes (high Cards: Between two and 10 cards
performing LinkedIn video ads tend to
be 15 seconds or less)
 Sponsored Messaging
Sponsored Messaging (previously known as Sponsored InMail) lets you directly advertise to LinkedIn members in their inbox. LinkedIn has a cap on how many members will receive a
Sponsored Message ad per month. For instance, a member of your target audience won’t receive one of your ads more than twice within a short timeframe. As a targeted advertising
method, because it sends the message to the recipient’s inbox when they are online, this ensures sufficient receipt of the ad. You are able to personalise the content, as well as integrate a
custom greeting, a body text, and add a link and call to action button. It’s an incredibly personalized approach to marketing

Goal: awareness, visits, engagement, lead generation

job applicants

Conversation Ads Message Ads

Conversation ads offer a choose-your-own-path experience for audiences (think of those choose your More than 1 in 2 prospects open up a message ad, making this format very appealing to advertisers,
own adventure books, but for advertising). This type of ad lets you send a direct message to your audiences’ inbox, complete with a CTA.
Once you start a conversation, your audience can select a response that speaks most to them. This
type of ad lets you showcase products and services while also encouraging event or webinar signups.

Goal: visits, conversions and lead generation

Goal: awareness, visits, engagement, conversions and lead generation

CTA buttons per message: Up to five buttons

CTA : Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join, Attend, Request Demo
 Dynamic Ads
Sponsored Dynamic Ads run in the right rail of LinkedIn and speak to audiences directly through personalization. When a Dynamic Ad pops up in a member’s feed, their own personal
details, such as their photo, employer’s name and job title, are reflected back to them.

Spotlight Ads Follower Ads

Follower ads are a type of dynamic ad personalized to your audience. These ads promote
your LinkedIn Page to others in hopes that they’ll hit that follow button.
Goals: Brand awareness, website visits, and engagement
Spotlight ads shine a light on your products, services, content and more. When members
click on the ad, they’re immediately directed to your landing page or website.
Like follower ads, these are another type of dynamic ads that uses personalization to connect
with audiences.
Goals: Brand awareness, website visits, engagement, lead generation, and job applicants

CTA : Apply, Download, View Quote, Learn More, Sign Up,

CTA :Visit Careers, Visit Company, Visit Jobs
Subscribe, Register, Join, Attend, Request Demo
 Organic Presence Metrics

Brand awareness,
impressions and Considerations, leads and
interaction with the content Reach Engagement conversions

User data based on Competitive benchmarking

demographics of the Demographics Competition and industry standards
audience
 REACH
LinkedIn Strategy: Every time you post a new
update, LinkedIn will show it to a few of your
followers to see how they react. If they interact
with it, it will show you to more users. And then
more, and so on.

Impressions are the number of times that a

publication appears on LinkedIn’s feed, and is
seen by the professional community

Unique impressions: They exclude the revisits

of a user to your post. You can check the
number of unique impressions for your posts by
going to the LinkedIn Analytics section of your
Company Page.
Engagement
The biggest, and undoubtedly one of the most important group of LinkedIn Metrics
and KPI, is the Engagement one.

Engagement metrics are all the possible ways in which LinkedIn members can
interact with your company and your content.

Reactions CTR
Different kinds of reactions include The Click-through rate of a post
Comments, Shares, Likes, Shares, shows the percentage of LinkedIn
reactions. members who saw your post and
clicked on it.

Followers Page views and Unique visitors

The number of followers is directly
related to your organic reach.
Page Views are the number of views
by LinkedIn members across all tabs
of your Company Page Unique
visitors are calculated daily, and are
not de-duplicated over various days
 Demographics & Benchmarks
Demographic metrics provide you with really helpful
insights on the professional profiles of both your
followers and your Company Page visitors.

LinkedIn provides wide range of data

starting from demographics of its followers
1
like Location, Job function, Seniority,
Company size, Industry

It also give option to benchmark with other

companies in terms of Total followers,
2
New followers, Number of updates and
Engagement rate
 Campaign Performance

Engagement
Build brand Leads and
and
Awareness Conversions
Considerations

• Clicks: The number of clicks on links in your ad.
• Impressions: The number of times people saw your
ad.
• Click-through rate (CTR): The number of clicks
divided by impressions.
• Average engagement: Total engagement (paid and
free clicks) divided by impressions. Engagements
can include social actions such as likes, comments,
or shares.
• Conversions: The number of times someone took an action
after clicking on or seeing your ad. This metric applies to
campaigns using LinkedIn conversion tracking.
• Conversion rate: How often your ads result in conversions
on your website.
• Cost per conversion: Ad spend divided by conversions.
• Leads: the number of leads you get from your ads. This
metric applies to campaigns using LinkedIn Lead Gen Forms.
• Cost per lead (CPL): Ad spend divided by leads.