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The Science Behind LinkedIn Sponsored Updates Testing & Iterating for Optimal Results

The Science Behind LinkedIn Sponsored Updates Testing & Iterating for Optimal Results.

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The Science Behind LinkedIn Sponsored Updates Testing & Iterating for Optimal Results

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  1. The Science Behind LinkedIn Sponsored Updates Testing & Iterating for Optimal Results

  2. The most compelling marketing content is brainstormed, created, and iteratively developed like a science experiment. Got your science cap on? Let’s start experimenting! of B2B marketers use LinkedIn to distribute content. 94% “B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America,” CMI & MarketingProfs

  3. 3 UNIQUELY POTENT INGREDIENTS LinkedIn Sponsored Updates is a native, in-feed content tool that reaches a targeted professional audience beyond your LinkedIn Company Page followers. 3 attributes that set this native ad format apart: 1 2 3 Accurate targeting Professional mindset Premium audience The product data sheet gives more insights into the power of Sponsored Updates.

  4. SCIENTIFIC PROCEDURE Finding the Perfect Algorithm for Sponsored Updates 1 4 DREAM BIG LEARN FROM YOUR MISTAKES Brainstorm an idea that you feel compelled to share. The #1 rule to being a scientist: Don’t be afraid to fail! 2 3 OBSERVE THROUGH A DIFFERENT LENS SET A SOLID FOUNDATION Balance out your campaign with the right structure. Examine your idea from your audience’s mindset, not your own.

  5. DREAM BIG 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.

  6. DREAM BIG To formulate a compelling idea, act like a scientist. THINK INVESTIGATE What keywords is my target audience searching for? What conversation in my industry do I want to own? 74% 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

  7. 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 Once you have selected a topic, ensure that the end viewer feels as excited about it as you!

  8. OBSERVE THROUGH A DIFFERENT LENS 3 tips for ensuring your experiment creates a chemical reaction in the your audience’s mind: 1 Don’t hyper-target. Use 2–3 targeting criteria, and make sure your minimum audience size is 500,000 members. 2 Start broad. After analyzing who engages most with your content, target a more specific demographic. 3 Continue to analyze audience fit. To extend your reach to even more qualified prospects, try Audience Expansion.

  9. SET A SOLID FOUNDATION 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

  10. Apply These Rules for Foundational Success: 1 2 Power each campaign with at least 4 posts. Track successful posts in each campaign. Continue to run these in multiple iterations. 3 4 Let campaigns run for at least 3 weeks (including nights and weekends) to gain the most traction. Schedule experiments intelligently to maximize time and money. (After all, scientists need time to sleep and food to eat, too!)

  11. LEARN FROM MISTAKES All scientists fail when testing with multiple variables, so marketers are also encouraged to take intelligent risks!

  12. Follow these steps to optimize for success in the next iteration. 1 2 3 Determine which variables are working and which are not. Change your independent variable once or twice per week, accordingly. Chart results! This process can be easily performed through Direct Sponsored Content.* *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.

  13. CHECKLIST FOR OPTIMAL RESULTS All effective marketing scientists follow 3 steps: 1 2 3 PERSONALIZATION TESTING CONTROL 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!

  14. HAPPY EXPERIMENTING! 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.

  15. For more information on effectively experimenting with LinkedIn Sponsored Updates, download The Sophisticated Marketer’s Guide to LinkedIn Sponsored Updates. Product Showcase Series LinkedIn SPONSORED UPDATES A best practice handbook about content marketing for a professional audience, featuring expert advice from LinkedIn’s Certified Marketing Partners. Download Now

  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

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