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NEW FOR

2017

LIMI TED ED I TI ON
Table of Contents
A NOTE TO THE WHY SHOULD CHAPTER 1: CHAPTER 2:
SOPHISTICATED I BE READING WHY DOES MY MARKET TO
MARKETER THIS GUIDE? BUSINESS NEED WHO MATTERS
LINKEDIN?

1 2 34 58

CHAPTER 3: CHAPTER 4: CHAPTER 5: CHAPTER 6:


OPTIMIZING YOUR EXPAND YOUR EASILY KEEP BUILD YOUR BRAND
PROFILE NETWORK OF YOUR FINGER AND COMPANY
INFLUENCERS ON THE PULSE PRESENCE
ORGANICALLY
910 1114 1517 1824

CHAPTER 7: CHAPTER 8: CHAPTER 9: 25 SOCIAL MEDIA


EXPAND YOUR MEASURE THE UNLOCK THE POWER EXPERTS YOU
TARGETED REACH IMPACT AND OF LINKEDINS NEED TO KNOW
OPTIMIZE PARTNER PROGRAM

2537 3841 4243 4445


A Note to the
Sophisticated Marketer
fundamental to the task of building a brand different audiences, test different creative
and growing a business. They craft hybrid approaches, keep experimenting creatively,
strategies for achieving their goals, grasping and drive ROI by doubling down on what
the opportunity to learn new skills along works. You can mix organic and paid
the way. activity, build influencer brands across
your business, dovetail more effectively
They have fun and LinkedIn is with sales, and keep exploring new
their playground. ways to grow.

Research released by the Content Weve updated this Guide for 2017, with
What is a Sophisticated Marketer? Marketing Institute (CMI) at the start of all of the latest LinkedIn features, tips and
Its someone who understands the 2017 shows more content marketers tactics to help Sophisticated Marketers like
fundamental, unchanging principles of finding success on LinkedIn than on any you get more from our platform. Its both an
marketing but has absolute confidence other social platform . Thats because instruction manual and a strategic guide
applying those principles to new techniques LinkedIn is the natural environment for a a one-stop shop to the vast opportunities
and platforms. Sophisticated Marketer. As the worlds for increasing awareness, influencing
largest professional content platform perception, driving high-quality leads and
The Sophisticated Marketer is hungry to it embodies the potential of social and growing revenue.
try new things and learn new skills but content combined but it can do a lot
equally committed to testing effectiveness, more besides. Lets get started, shall we?
optimising around what works, and
demanding robust data and ROI. They On LinkedIn, you can target audiences Jason Miller
recognise social media and content with precision, delivering innovative display Senior Content Marketing Manager,
marketing as threads that run throughout ads and mail messages with guaranteed LinkedIn Marketing Solutions
their integrated marketing strategies deliverability and exceptional response
rates. You can tailor content to your

1
Why Should I Be
Reading This Guide?
LinkedIn has products that impact every stage of the purchase process.
The goal of this guide is to provide the absolute best, most up-to-date,
definitive guide for marketers to learn how to market to who matters on
LinkedIn as part of their integrated approach to marketing.

This guide is a labor of love for us here at LinkedIn. We created it to be a one-stop shop
for everything a marketer needs to know about getting the most value out of LinkedIn for
yourself and your company. Its not just an instruction manual, but a strategic guide with
lots of input from top thought leaders and LinkedIn marketing experts, combined with the
expertise of the LinkedIn Marketing Solutions team.

And its all about how to truly tap into the potential and power of social media marketing.
Thats because social media marketing is no longer a nice-to-have. Its a necessary
part of a successful integrated marketing approach for driving awareness, leads
and ultimately revenue.

We call this "The Sophisticated Marketer's Guide" because we feel its time to take social
media marketing to the next level, moving beyond theory to enlightened practice. Its time
to get real results with your social marketing, and this guide will help.

2
CHAPTER 1

Why Does My Business


Need LinkedIn?
These days in the business world, relationships matter more than ever.
People tune out irrelevant or promotional messages. But they do want The Worlds Professionals
to engage with companies that focus on sharing useful and relevant Come to LinkedIn for Knowledge
information and content. The companies that inform and engage arent
just sellingtheyre building relationships. There are 2 million publishers posting fresh content on LinkedInalong
with peer posts in the Feed, long-form content, LinkedIn Groups and
LinkedIn is where, by far, the largest Professionals are not just coming to 7 million brand-managed company pages. LinkedIn is the definitive
number of professionals gather to stay LinkedIn in huge numbers; theyre engaging professional publishing platform, where our members come to learn,
connected and informed, advance their with a huge purpose. Theyre coming share and get inspired.
career and work smarter. More than 467 specifically to connect to networks,
million professionals are on LinkedIn. These brands and opportunities by engaging
are the decision makers, influencers, and with high-quality content across the The worlds largest professional network
leaders of today and tomorrowthe people LinkedIn platform. This is a very different
you want to target, all in one place. mindset and intent from other social media (in millions of members)

On LinkedIn, we have:
platforms; we're driven by our members
professional aspirations.
467
450
430
413
61 million senior-level influencers The worlds professionals come to 396
LinkedIn for: 380
40 million decision makers 341
350
332
Industry news 313
10.7 million opinion leaders 296
277
Expert advice 259
238
218
6.8 million C-level execs
Career training
3 million MBA graduates
Peer insights and recommendations
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
C
 ontent published by LinkedIns 2013 2014 2015 2016

500+ Influencers
Source: LinkedIn Announces First Quarter 2016 Results, LinkedIn, 2016

Why Does My Business Need LinkedIn? 3


CHAPTER 1

LinkedIn is a platform enabling sophisticated marketers to forge Linkedin by the numbers


relationships with these professionals. In fact, this is the first time in
the history in media you can engage with the world's professionals
in one place. Its no wonder LinkedIn has quickly become the go-to LINKEDIN IS THE #1 CHANNEL LINKEDIN DRIVES MORE
content publishing platform for marketers. TO DISTRIBUTE CONTENT TRAFFIC TO B2B BLOGS & SITES
B2B marketers who use various 90% of social traffic was driven
Why are the worlds professionals now What do we mean by a sophisticated social media sites to distribute by the big three networks, with half
gathering in this one place, on LinkedIn? marketer? The idea of being a sophisticated content: of it coming from LinkedIn.
Because the people youre looking to marketer comes from the transition of
market to are just like you and me. Were social media marketing from pure theory to 94%

others
all searching for the right destinations to effective use. But marketers cant just do
89%
find the best information, and there are social. Now they need to produce results
actually fewer places where were gathering and actionable insights in order to prove 77%
in large numbers. the value of their efforts. Fortunately, we no 77%
longer are forced to take a spray-and-pray
61%
With LinkedIn, youre reaching a quality approach to getting our messages heard in
audience in a professional context. And, the noisy world of social.
you can engage them in a very meaningful LINKEDIN CONSIDERED MOST EFFECTIVE FOR B2B LEAD GEN
way: by sharing valuable content with The technology is in place that allows us 80% of social media B2B leads come from LinkedIn.
products tailored to how professionals to adopt a much more refined approach,
engage. By doing so, you become part sophisticated if you will, to social media 80.33%
of your audiences conversations and marketing, using the worlds largest
12.73%
education on the platform. professional network.
6.73%
All it takes is a sophisticated marketer who 0.21%
seizes the opportunity to engage them.

EXECUTIVES RATE LINKEDIN HIGH ON VALUE GAINED


FROM THEIR SOCIAL MARKETING INITIATIVES
LinkedIn is the number one choice for professionally relevant content.

LinkedIn 91%
Online News Sites 64%

Sources: "B2B Marketing 2016 Benchmarks, Budgets,


Twitter 29%
and TrendsNorth America," Content Marketing Facebook 27%
Institute/ Marketing Profs. Webbiquity, 2013. "LinkedIn
Google+ 16%
for B2B Lead generation" infographic, Oktopost as
shared by business2community.com, 2014.

Why Does My Business Need LinkedIn? 4


CHAPTER 2

Market to Who Matters:


Achieve Your Marketing Goals
As a sophisticated marketer, grasp the reality of todays purchase
process: Buyers are up to 90% through the purchase process before
they make direct contact with your sales team. That means the onus
is on you to attract and engage these buyers by delivering content
that helps them narrow down their options.

Thats where the Linked platform delivers Get to the Right Engage Your audience
value, by: Professional Audience with content
With your specific end goal now in mind, Based on your goals and the metrics youll
1. Target our targeting is the core of what enables use to grade success of your programs
Creating awareness of your brand and your success on LinkedIn. The authentic and given how members engage on the
products early in the purchase process member-generated, first party data on platformyou can take advantage of a
LinkedIn is more accurate and highly mix of organic content and paid
2. Engage differentiated in the market noise of advertising opportunities.
Positioning your brand as a thought leader audience data. We make it easy for you
and engaging audiences more deeply to segment and reach your audience by
with content as theyre forming perceptions offering:
and decisions
R
 ich demographic data
3. Optimize Job Function, Seniority, Company
Driving the right audiences to take action, Name, Geo, Industry Our innovative products help marketers navigate the complex B2B
helping you generate quality leads and buying process, where multiple touchpoints influence every sale.
new business Interest-based targeting
Group Membership, Skills,
Field of Study
LinkedIn is the only platform that the majority of B2B marketers consider
Persona targeting to be effective.
Job Searchers, Opinion Leaders,
Mass Affluent, Business Travelers "Content Marketing Research Report," Content Marketing Institute, 2016

Your own audience data


Target Account Lists

Market to Who Matters: Achieve Your Marketing Goals 5


CHAPTER 2

8 Ways to Tap into the Power of LinkedIn


Here are strategic marketing opportunities to better reach and nurture
prospective buyers. Well explore these in greater detail in Chapter 6
and Chapter 7:

ORGANIC
You can build your brand and content presence through:

1. YOUR COMPANY PAGE 3. LONG-FORM POSTS


Company Pages have evolved from a Using an intuitive blogging tool that
nice-to-have to a need-to-have. Through seamlessly integrates with your profile
a Company Page, you can market your on LinkedIn, you can publish new and
business to the LinkedIn community, telling previously published content on LinkedIn to
your companys story and giving customers quickly grow your audience and network.
and prospects a place to learn about your
business, your employees and your brand. 4. CONTENT UPLOADED
TO SLIDESHARE
2. SHOWCASE PAGES SlideShare is not just a repository for your
By using Showcase Pages to create slide presentations. Its a social channel
dedicated pages for your more prominent where you can establish your brand as a
brands, businesses and initiatives, you can thought leader and authority around topics
extend your LinkedIn presence. and keywords.

Market to Who Matters: Achieve Your Marketing Goals 6


CHAPTER 2

8 Ways to Tap into the Power of LinkedIn


PAID
As you start building your organic presence, in parallel, you can begin investing in a range
of paid opportunities to reach the right people on LinkedIn and engage them at scale on Extend the quality traffic of LinkedIn professionals to your own branded
mobile and desktop: sites. Embedding calls-to-action in your creative on LinkedIn ensures
the flow of influential, affluent and educated professionals to your own
In the LinkedIn Feed and beyond (Sponsored Content) online properties.

In the LinkedIn Inbox (Sponsored InMail)

Early in the purchase process (Display Ads)

Through other native ad formats (Dynamic Ads)

5. LINKEDIN SPONSORED CONTENT 7. LINKEDIN DISPLAY ADS


Delivering your content directly into the These are a powerful way to make sure you
LinkedIn feed, this allowing you to capture get on the radar early and build your brand DISPLAY AD INTEGRATION IN
peoples attention where theyre most with the right audiencesin the premium SOCIAL MEDIA IS STARTING TO PICK UP.
engaged: while consuming information context of the worlds largest professional
shared with them by their professional network.
network. Sponsored Content is
foundational and arguably LinkedIns 8. LINKEDIN DYNAMIC ADS 44% 28% 28%
most versatile product; you can design Dynamic ads (e.g., Follow Company,
your program to serve branding and Spotlight) empower you to accurately target Planning to Integrating No
awareness objectives, along with direct your audience with highly relevant and Integrate Now Integration
response, lead-generation goals. customizable creative on LinkedIn.com.
Because this dynamically generated ad
6. LINKEDIN SPONSORED INMAIL format leverages information from LinkedIn
The most direct way to engage your member profiles, it is highly engaging
prospects on LinkedIn, this is a game- and very effective at driving traffic to your
changer in terms of taking email marketing website or Company Page.
effectiveness to the next level and drivint
tangible metrics including leads, cost-per-
lead and pipeline. You do that by delivering
targeted, personalized messages and
content right into prospective customers
LinkedIn inboxes.

Market to Who Matters: Achieve Your Marketing Goals 7


CHAPTER 2

Ask the Expert:


Brian Clark
LI: Whats your best advice for writing a audience to expect information and insight
compelling company page update? first, and then a call to action that takes the
relationship to the next level. For those who
BC: Tell a story. And more importantly, have been doing content marketing from
relate that story back to your ideal their own sites for years, LinkedIn becomes
prospects problems or desires. Even if the an essential outpost for that content, mixed
story focuses on the founding, evolution or with in-person engagement.
growth of your company, make sure people
understand that all of those great things LI: Where do you see LinkedIn in
happened because of the value you provide 5 years?
your audience, customers and clients.
BC: LinkedIn appears to be all in on
Founder and CEO of LI: How can a business best becoming a true media company. Ive
Copyblogger Media take advantage of LinkedIn for heard some grumblings from early LinkedIn
lead generation? fans that the company and site are losing
LI: Do you regulary check your Pulse the singular focus it started with, but I see it
feed? If so, how do you use it? BC: LinkedIn, unlike Facebook and Twitter, differently. A business education hub of the
is all about business. The mindset and sort LinkedIn is building can only increase
BC: Ive just started following the Marketing intent are naturally more receptive to the value of the ecosystem.
Strategies category on Pulse, and its a solving business problems than the kind
treasure-trove of content all in one place. of socializing and sharing that happens LI: Whats something thats not in your
This has become a great resource not elsewhere. LinkedIn profile?
only for staying up-to-date on the latest
ideas from others, but it also fuels our own That said, you still have to lead with value BC: Ive made no mention of the fact that I
content-sharing on other social networks. to generate qualified leads. LinkedIns used to practice law in my LinkedIn profile.
focus on content marketing has primed the Some people may still hold that against me.

Market to Who Matters: Achieve Your Marketing Goals 8


CHAPTER 3

Optimizing This infographic highlights all the opportunities for getting the most

Your Profile
from your profile.

Every day, we see millions of professionals find others and get found
through LinkedIn search.

Whether someone is searching for people, jobs, companies or groups, we provide the most
relevant results based on your professional identity, your network and how the people in
your network engage with LinkedIn. Plus, one of the first steps many members take when
receiving content from a company or another member is clicking through to the personal
profile or Company Page to learn about the sender. Thats why its critical for you and your
company to maintain complete and optimized profiles.

How You Can Benefit from an Optimized Profile


As a marketer, you can use LinkedIn for networking and to further your profession. After all,
these days, very few people end up working for a single company their entire career. So
whether youre actively seeking a new position or maximizing the job you are already in, its
wise to make sure your profile is set up for maximum exposure and engagement. In addition,
adding rich media content, such as SlideShare presentaions, videos and infographics to
your profile, is a fantastic way to showcase visual assets to profile visitors.

How Your Company Can Benefit from an Optimized Profile


It goes without saying that your company and all of its employees should optimize their
LinkedIn profiles. After all, an optimized profile can boost the visibility of your company
and its content in the search resultsboth on and off the network. Thats because
search engines like Google scour pages and URLs for keywords, and LinkedIn profiles
offer many opportunities to embed keywords, such as within the LinkedIn URL, other
URLs you list within your profile, job titles and descriptions, and content links you include.
So if your company and its employees have optimized their profiles, you could very well
gain an advantage when prospective customers are searching for companies, products
and services like yours.

Optimizing Your Profile 9


CHAPTER 3

Ask the Expert:


Shane Atchison
LI: What types of clients should be LI: How are your clients marketing are who they say they are. You cant put
leveraging LinkedIn more than they objectives different on LinkedIn a fake job title up on LinkedIn. And the
currently are? compared to other social networks? standardization of user-generated data
How does that impact your clients makes it easier to analyze and integrate the
SA: I think that clients with investments in content strategy? platform into your content strategy.
content are missing a massive opportunity
to leverage their LinkedIn presence. They SA: Most social networks only serve LI: How are marketers getting it wrong
could use LinkedIn in combination with their opportunities at the top of the funnel and with LinkedIn?
owned properties to precisely target, share provide limited ways to engage. You can
and then realize return on their content tailor the LinkedIn platform to each clients SA: They think of it simply as a hiring,
investments. But for this, they need a marketing objectives and use it as part of a prospecting or one-dimensional advertising
comprehensive strategy that integrates the larger content strategy. The platform makes platform. Its actually a versatile content
CEO of POSSIBLE LinkedIn platform, their content and their it easier for brands to serve audiences with platform with precise data that can be
CRM efforts. content tailored to the individualboth integrated into a variety of programs on and
LI: What factors are most important in terms of depth and timing. This makes off the site. For example, B2C brands often
to you when considering advertising LI: What is the risk of a client not having content smarter and relevant at scale. As miss the opportunity LinkedIn provides to
channels for your clients? a company presence on LinkedIn? a result, it can drive engagement lifecycles enhance or expand distribution networks or
rather than one-off opportunities. channel partner communication plans. They
SA: Our top ones include audience SA: The biggest risk, especially for B2B, also miss the opportunity to build programs
concentration and relevance, segmentation is a loss of discoverability. LinkedIn is LI: How do you compare the audience- around LinkedIn that leverage content to
and targeting functionality, and the ability becoming the de facto starting point when targeting capability of LinkedIn with drive engagement lifecycles and stimulate
to extend or amplify channel content searching for partners and evaluating other social networks? organic community-building. The platforms
across other owned and earned properties. solutions. A thoughtful LinkedIn presence capabilities in this area are unmatched and
We also leverage our social listening and is not only a great opportunity to increase SA: There are three major ways LinkedIn underutilized.
marketing sciences technologies to identify your visibility as an individual. Corporations data is better for targeting: Recency,
opportunities for the brand within each can also use it to turn both their workforce authenticity and standardization of
channel and with each audience. and followers into brand ambassadors. data. Recency means that people tend
to keep their LinkedIn profiles up to
datesomething they rarely do on other
networks. Authenticity means that they

Optimizing Your Profile 10


CHAPTER 4

Expand Your Network


of Influencers
In late 2012, we made it possible for any LinkedIn member to follow an exclusive group of
Influencers on LinkedIn. From C-level executives and entrepreneurs to world leaders and It thrills me to see LinkedIn gaining ground as an interesting place to hang
philanthropists, these Influencers contribute unique business insights and spark thought- out. Ive long held that LinkedIn is the dark horse of the social media
provoking discussions on a range of issues. Displayed via Pulse, the Influencers program is platformsor, at least, its the workhorse of the bunch.
a source of truly original content. But more importantly, its meant to inspire, inform
and make you a better marketer. If Twitter is where you go to meet people you dont know and Facebook is
where you go to talk with people you already know, then LinkedIn is where
The Influencer program numbers 500 of the most influential thought leaders, Posts that our all of you can meet up to get stuff done together.
Influencers write on LinkedIn garner on average more than 25k page views, more than 300
likes and 100 comments. And you can directly engage with any of these Influencers, either Ann Handley, Author of Content Rules, Chief Content Officer at Marketing Profs
by Liking a post or jumping into a conversation about a post. Moreover, through threaded
comments, you can reply to a post by an Influencer to start conversations and debates
with others who are reading that post. You can mention other people to draw them into a
discussion, and get notified when your comment has received a response.

Expand Your Network of Influencers 11


CHAPTER 4
CONSIDER THESE EXAMPLES
You can follow Influencers
without being connected to them.

In addition to joining in rich conversations,


6,000,000+
you will see which Influencers and topics FOLLOWERS
are driving the most interestperhaps
sparking an idea of your own for a post or Bill Gates is an Influencer with over
content asset. Plus the ability for LinkedIn 6,761,337 followers. One of his posts
members to like and share Influencer garnered over 1.9M (1,938,420) views,
content lets you quickly find out what the more than 11K (11,773) thumbs up,
people in your network are reading and and over 4000 (4343) comments.
reacting to, helping you unearth new ideas.

188,000+
Want to broaden your horizons? Take
advantage of discovery modules within
LinkedIn to help you find more relevant
content based on the people youre FOLLOWERS
following and the posts youre reading.
Joe Pulizzi, a speaker, entrepreneur,
author, and founder of Content
Marketing Institute, has over 188,000
LinkedIn followers. One of his posts
pulled in nearly 130K (138,825) views,
800 (804) thumbs up and over 200
(211) comments. Its easy to be part
of such a rich discussion!

The average Influencer post


garners nearly

30,000
VIEWS
22% are entry-level 49% of Influencer
professionals. followers are director-
level and above.

Expand Your Network of Influencers 12


CHAPTER 4

Ask the Expert:


Viveka Von Rosen
leaders (LinkedIn Influencers.) These I wish I had the time to check on my LI: How do you make sure personal
people, most of them household names homepage every hour and read all the time spent on LinkedIn is productive?
(best-selling authors, Fortune 500 CEOs, updates from every one of my 29K+ How does this differ from other social
Heads of State) create content specifically connections, but I dont. (OKand to networks?
for LinkedIn. You can follow not only these be honest, I really wouldnt want to!)
Influencers, but also channels of content Chances are, you dont either. So I rely VR: LinkedIn is probably less likely than
(thanks to the Pulse interface that LinkedIn on LinkedIn Status Update mentions and some of the other social sites to suck you
purchased in 2013.) LinkedIns new(ish) Notifications tab to see into the rabbit hole of singing cats and
what people are saying about me, what surfing dog videos. But messages, updates,
In fact, LinkedIn recently updated the content of mine they are sharing and their Groups and Pulse can certainly suck you
Pulse app to interact more freely through comments on my updates. So while I dont in. Its usually all good stuff and relevant to
the LinkedIn interface, so that your Pulse listen to ALL updates, I listen to the ones your business which means you might even
LinkedIn Expert & Author: App on your iPad or iPhone will actually that involve me in some way. spend more time there since its allowed.
LinkedIn Marketing: An Hour a Day, monitor what you do on LinkedIn and make I recommend scheduling your LinkedIn
International Keynote Speaker, Forbes suggestions for you. You can also very Group Content (and other social) time to make sure you
Top 20 Most Influential easily share this content through Pulse. For (soft) market research, consider have a start and stop time. I also suggest
LinkedIn Groups. Groups are full of like- you create a checklist that covers everything
LI: What type of content best connects I think Pulse is a great place to find relevant minded targeted audiences. Ask questions. you need to do on LinkedIn (monthly,
with audiences on LinkedIn? Is there a business content to share not only on Ask for help. Occasionally share an article weekly and daily).
specific type of content you prefer to LinkedIn, but other social sites as well. you like. I love the content and interaction
consume on LinkedIn? When a client needs a good business on some of my Groups, and I know I can LI: How are marketers getting it wrong
article to post to their Facebook page or always go there to get quick answers to with LinkedIn?
VR: Thats kind of an apples or oranges Twitter-stream, I can often find something my questions and find out the latest and
type of question, when it comes to relevant on Pulsequickly and easily. So greatest in the sales world. VR: Basically marketers do these three
LinkedIn. Im a fruit salad gal myself! Pulse gets more of my attention than any things wrong:
other RSS feed or news aggregator I use. It just takes some time to find these good
LinkedIn Influencers and Pulse: First of all, groups. I recommend asking your network Selling too much
LinkedIn truly understands the importance LinkedIn Update Mentions: As long what groups they like and why. (For
of good content. Right now its the only as you are connected to a person, instance, I am a raving fan of Jill Konraths Not making use of the tools
social media site to have its own blogging or follow a company, you can share their Group, Fresh Sales Strategies, because it
platform fueled by the worlds thought content and mention them in an update. always offers fabulous ingestible content). Not realizing its potential

Expand Your Network of Influencers 13


CHAPTER 4

Ask the Expert:


Viveka Von Rosen
Selling Not all websites are LinkedIn-centric. so if
I always tell people you will never sell your you find a website, blog post or article that
stuff on LinkedIn. The likelihood of someone doesnt have the LinkedIn share button, you
seeing an update you have posted on how can still share it by clicking on the Share on
you sell the best gadget and then buying LinkedIn button. You can post the page as
it is unlikely. LinkedIn is about creating an update or as a tweet. You can post it to
relationships with people. Once you have your Groups, by clicking the Group option
established a connection and are moving and typing in the name of the LinkedIn
from the know each other to the like and Groups you wish to share the post with. You
trust each other level of engagement can even send it to an individual.
only then do you have a good chance of
sharing your products and services with This is a very quick and easy way to post
someone likely to purchase them. But these helpful, useful, and interesting content with
relationships take effort and nurturing. your network. These updates will show up
Establishing that sense of like and trust on your connections homepage as well as
might seem like a lot of work, but the payoff in your profile under activity.
can be monumental. Getting people to
buy from you on LinkedIn means a time Potential
investment, but to me it is well worth it. Hopefully some of the things I have
mentioned will open a few eyes to the
Tools potential of LinkedIn. There is just so much
LinkedIn has so many cool little tools. My you can do with it. It is a completely under-
favorite is their Sharing Bookmarklet. To utilized tool from Groups to Company Pages
find the Sharing Bookmarklet, you just come and beyond. But I guess thats why I have a
down to the Tools link and then on the right job! If you have questions about how it can
hand side click on the tab that says Sharing help with prospecting, lead gen, relationship
Bookmarklet. Drag the Bookmarklet button building and top of mind awareness, please
up to your browser bar. Then no matter what feel free to reach out to me!
web page youre on, all you have to do is
click on the share on LinkedIn link and you www.LinkedIn.com/in/LinkedInexpert
can easily share that page.

Expand Your Network of Influencers 14


CHAPTER 5

Easily Keep Your Finger


on the Pulse
With all the news websites, blogs and newsletters out there, staying
in the know can be time consuming. Discover New Professional Content
In fact, like most marketers, you probably find its increasingly difficult to figure out what Weve not only improved the overall search functionality with faster auto-
matters most when reading news across multiple sources. Millions of professionals invest complete suggestions, but weve also made it easier for you to find Whats
their time on LinkedIn, staying on top of industry news through Pulse, the news app and New across timely world events and whats trending among professionals
content brand for LinkedIn. like you worldwide.

Pulse offers a more relevant news experience with content tailored to your professional
interests throughout LinkedIn. Its the main vehicle for our social news experience across
web and mobile. And its a key way for marketers to stay current on all the latest insights
and trends.

Access More Relevant Content


With the LinkedIn Pulse app, you can access full articles and rich graphics from a wealth
of resources, through our partnerships with more than 750 publishers, such as Harvard
Business Review, TechCrunch, and Fast Company.

Pulse makes it possible to access tailored news based on your interests. Specifically, you as
a marketer can easily leverage all the great business knowledge flowing through LinkedIn in
the form of news, Influencer posts, industry updates, discussions, comments and more. And
because you can customize content based on your preferences, you can zero in on what
matters most to you. Think of Pulse as your daily newspaperone that lets you stay up to
speed whether youre on your desktop, mobile phone (Android or iOS) or tablet!

Easily Keep Your Finger On the Pulse 15


CHAPTER 5

Organize Your Daily Reads Delivering Smart


Lists in the Pulse app allow you to organize Recommendations
your channels into topics of your choice, We display stories based on a proprietary
such as Technology, Sports, Favorites or algorithm that weighs your interests and
Must Reads. Any Channels or Influencer the stories trending among professionals
content that you follow on LinkedIn.com worldwide. Jump-Start Your Pulse Experience
will automatically sync with the Pulse app,
and you can also add any blog or news When you download the new Pulse app on iOS or Android, you will be
feed via the robust search functionality on prompted to sign in using your LinkedIn profile. Once youve done this, we
Pulse. As a result, you gain instant access will automatically bring in the channels, Influencers and LinkedIn content you
to the most relevant and personalized news follow into your Pulse experience. Additionally, Pulse will offer personalized
content that maps to your professional content recommendations that are customized to your LinkedIn preferences
interests. and professional interests.

And heres a suggestion for a Channel


to follow right away for fresh insights on
marketing from LinkedIn Influencers and
top sources such as The Wall Street
Journal, Ad Week, Mashable, and more: the
Marketing Strategies channel
www.LinkedIn.com/channels/marketing_
strategies

Share with your network


Weve made it even easier for you to share
news and insights from your Pulse app.
With the new, enhanced social features
easily accessible within every piece of
content at the top of the screenyou can
see what other professionals are talking
about and instantly like, comment or share
an article with your professional network
on LinkedIn.

Easily Keep Your Finger On the Pulse 16


CHAPTER 5

Ask the Expert:


Lee Odden
LO: This might seem like a cart and horse marketing strategies. Are customers there, Beyond that, LinkedIns social network
situation, but its important to have an and what are they doing? What are they platform provides many opportunities to
audience. Updating a company page to interested in? What opportunities are engage with prospects, support individual
2 followers vs. 200 just isnt the same. As there for the brand to be valuable to those and brand thought leadership and connect
with any other publishing platform, think prospective customers? with other groups like industry media
of who your network is and what theyre and prospective employees. Whether its
interested in. What do they expect? Giving For most companies that sell into the targeted advertising or curating a mix of
people what they want in the form of business market, participating on LinkedIn industry and company news on the brand
useful content, tips and information about should be a no-brainer. The specific way page, companies that want to attract and
changes at your company is a great way to LinkedIn is used depends on the company, engage other businesses need to be on
attract more followers and better engage industry and product mix. It also depends LinkedIn.
those you already have. on what kinds of opportunities there are to
CEO @TopRank Online Marketing, be the best answer on LinkedIn for the
Author: Optimize, Public Speaker: From a writing standpoint, write snappy, things customers are interested in.
Integrated Search, Social, compelling titles. Check ubersuggest.
& Content Marketing org for popular keywords, and consider At a minimum:
using specific phrases in the title and Ensure executive LinkedIn profiles are
LI: Do you regulary check your Pulse descriptionbut only if they make sense filled out and optimized
feed? If so, how do you use it? and add value to the message. You can
attract more followers to your company M
 ake sure the Company Page
LO: I check LinkedIn daily, including the LinkedIn page through search on LinkedIn is robust.
Pulse feed. I follow a number of the thought as well as organic search.
leaders and also look for the news stories C
 urate useful news as status updates
my network is engaging with. The feed offers LI: How can a business take advantage of and on the Company Page.
content that I can interact with through liking, LinkedIn as part of a content marketing
commenting, sharing on LinkedIn or curating strategy? U
 se LinkedIn as a follow up after
to our broader community. meeting people online and especially
LO: Content participation on any social at offline events where business cards
LI: Whats your best advice for writing a network or web platform should be informed are exchanged.
compelling company page update? by a companys business and content

Easily Keep Your Finger On the Pulse 17


CHAPTER 6

Build Your Brand and


Company Presence Organically:
Content Marketing on LinkedIn
By delivering relevant content, you can organically build your brand and company presence
and your relationships with targets. LinkedIn provides the following solutions for delivering Mobilize Your Employees to Amplify Your Message
relevant content to our members:
Best-in-class companies encourage their own employees to share content
Your LinkedIn Company Page on LinkedIn with their networks, significantly increasing content reach. This
is especially powerful for companies whose sales reps are connected to the
Showcase Pages for product or thought leadership content right decision makers.

Long-form posts

SlideShare Linkedin: a key platform for b2b content delivery

Company Pages are where you can catch the eye of prospective customers by featuring
thought leadership content or anything else that would be relevant to your target audience, LinkedIn continues to be the #1 channel to distribute content.
including links to your latest and greatest whitepapers, e-books, case studies and how-to
content.By delivering useful and engaging content, youll foster engagement and help your
message spread faster.

And remember: Integration with common Social Media Management vendors including
Adobe, Hootsuite, Percolate, Salesforce, Shoutlet, Spredfast and Sprinklr makes it easier
for you to manage your Page.

% 0 10 20 30 40 50 60 70 80 90 100

Source: B2B Marketing 2016 Benchmarks, Budgets, and TrendsNorth America,


Content Marketing Institute/ Marketing Profs

Build Your Brand and Company Presence Organically: Content Marketing On LinkedIn 18
CHAPTER 6

Showcase Pages: Demonstrate thought leadership 5 steps to engaging followers on LinkedIn:


with specific audiences
1. Establish your presence
Like many companies, you likely consider many parts of its business as important. And to
give each its due attention, you likely have more than one voice. With Showcase Pages, 2. Attract followers
you can build a presence and present a unique voice for every important part of your
business. By creating dedicated pages for your more prominent brands, businesses and 3. Engage followers
initiatives using Showcase Pages, you can extend your LinkedIn presence.
4. Amplify through the network
In other words, you can create a distinct platform for each aspect of your business that has
its own message to share with its own target audience. Its a unique way to directly engage 5. Analyze and refine
the right people in the right context. And just as with Company Pages, your administrators
will be able to monitor performance through dedicated analytics tools within the Showcase
Page experience.
When I ran marketing at a mobile startup, we routinely compared the impact
of each channel at each funnel stage. We plotted channels along two
dimensions: volume of names and cost per lead. LinkedIn topped all other
lead sources, across both dimensions and at every stage of the funnel.
When it came to content distribution and lead generation, LinkedIn quickly
became the first dollar budgeted each quarter.

Joe Chernov, VP of Marketing at InsightSquared

Build Your Brand and Company Presence Organically: Content Marketing On LinkedIn 19
CHAPTER 6

Attract More Followers Did You Know:

The more the merrier on the social merry-go-round. Here are some simple, effective There are more than 2 million unique publishers actively using the LinkedIn Share
strategies for attracting more followers with your company updates: button on their sites to send content into the LinkedIn platform.

E
 ngage your colleagues. A study by BrightEdge found that 9 of the top 10 brands with
the most followers on LinkedIn have at least 60% of their employees on LinkedIn. Content marketing is the planning, creation, promotion and measurement
of content to a target audience with the goal of satisfying customers and
C
 ultivate a larger following with a multi-channel approach. Encourage your teammates to affecting a business outcome. LinkedIn offers an incredibly useful platform
add a link to your company page in their email signatures. If needed, ask your designer for research, ideation and the amplification of content to specific interest
for help creating a customized banner or button. groups from your target customers to the Influencers that inspire them to
take action. LinkedIn is essential for achieving content marketing results.
A
 dd a Follow button to your website. Your web team can pull a Follow button code from
developer.linkedin.com to add to your blog or website. This lets LinkedIn members follow Lee Odden, CEO @TopRank Online Marketing, Author: Optimize, Public Speaker:
your company with a single click. Integrated Search, Social, and Content Marketing

Build Your Brand and Company Presence Organically: Content Marketing On LinkedIn 20
CHAPTER 6

Take Advantage of Publishing On LinkedIn


Three Reasons to Go Long on LinkedIn:
Publishing on LinkedIn gives all professionals the ability to share
their expertise with the world. Once solely for the use of an 1. T
 he content you publish is attached to and becomes a part of your
exclusive group of Influencers, now all members are invited to LinkedIn profile, positioning you as an expert and thought leader.
publish longform content on LinkedIn.
2. Y
 ou can create an always-on strategy with your C-level team, subject-
Using an intuitive blogging tool that seamlessly integrates with matter experts and employees by delivering your message with
your profile on LinkedIn, you can publish new and previously credibility and authenticity.
published content on LinkedIn to quickly grow your audience
and network. Articles posted with the tool are searchable by 3. Your posts have the potential to be featured on LinkedIn Pulse and
keyword in LinkedIns post search box. If your post is viewed recommended to a much broader group of members.
enough times, it can get picked up by Pulse, LinkedIn's news
app and content brandwhich means you can grow views,
comments and shares by leaps and bounds.

The real power of publishing on LinkedIn can be unleashed


when you combine subject-matter expertise, Company and
Showcase Pages, employee amplification and Sponsored
Updates for an always-on thought leadership engine. For
example, your CMO/CEO publishes a thought leadership piece
on LinkedIn. You publish it on your Company Page, Showcase
Page or both, asking your employees to share with their
networks, and finally extend the post's reach using targeted
Sponsored Updates and Direct Sponsored Content.

Build Your Brand and Company Presence Organically: Content Marketing On LinkedIn 21
CHAPTER 6

SlideShare: Tap into Visual Tendencies


Its almost not fair to ask for my take on SlideShare. I consider it one of the
We are all visual thinkers. In fact, 75% of the sensory neurons in our brains process visual top three plays in my own content marketing efforts. I contribute to the
information. Visual content can help set you apart from text-heavy competition, and SlideShare blog. I recommend it to every one of my clients and am hired
SlideShare is the perfect channel for your visual content. often to write and design the presentations.

SlideShare is not just a repository for your slide presentations. Its a social channel where However, Im biased for many reasons. Atop the list: SlideShareand its
you can establish your brand as a thought leader and authority around topics and keywords. integration with LinkedInaccounts for a massive chunk of my websites
traffic, has a lot to do with the authority Ive gained in content marketing and
Through SlideShare, you can: copywriting for the web, and is helping to bring me all kinds of opportunities
including new business, partnerships, and speaking engagements.
S
 hare presentations, videos, infographics and other documents with your
LinkedIn network If youre not using SlideSlide to distribute your content, youre missing out
on, what, 60 million eyeball opportunities a month? And if you are, you know
Upload portfolios, conference talks, PDFs, marketing/sales presentations and more exactly how the service can align with your marketing goals.

Embed videos in presentations and add audio to make a webinar Barry Feldman, Feldman Creative

Each month, more than 400,000 new pieces of content are added to SlideShare, which
hosts 70 million unique visitors monthly. On an average day, nearly 4 million people visit
SlideShare (just on desktop!). That makes SlideShare the worlds largest professional
content-sharing community. And thats something you cant afford to overlook.

Build Your Brand and Company Presence Organically: Content Marketing On LinkedIn 22
CHAPTER 6

Here are Nine Tips to Help Ensure SlideShare Did You Know:
Content Domination on SlideShare:
More than 30 million pieces of content are uploaded to SlideShare.
1. Keep your presentations short and sweet: Between 1030 slides is optimal. (February, 2016)

2. Be visual: Shoot for an average of 19 images in your 1030 slides.

3. Get to the point: Aim for an average of 24 words per slide.

4. Be the authority on your topic: Choose a topic and own it.

5. Focus on design, and tell a story: Design your deck to pull the reader from one slide
to the next.

6. Rev up the SEO for each presentation: Include keyword-rich titles, descriptions and
tags in order to give your presentations a fighting chance in the world of search engines
as well as inside the SlideShare search results.

7. Integrate your presentations into multiple channels: SlideShare easily embeds into landing
pages and blogs and renders beautifully in Twitter. In a recent conference, I was asked my opinion on what is the biggest
opportunity in B2B Content Marketing? Without hesitation, I answered
8. Repurpose your presentations: Slice and dice them into blog posts, infographics, 'SlideShare.'
webinars and videos.
Michael Brenner, Vice President of Marketing Insider Group,
9. Make SlideShare part of every campaign: Add a SlideShare checkbox to your campaign Speaker, Blogger and Social Business Marketing Leader
checklist.

If you dont have a SlideShare account, sign up from LinkedIn to share your presentations
worldwide and drive more views and traffic.
Have I got a story for you!

A good story captivates an audience. Think about your favorite book, TV show or
movie; the plot and way it is told hooks you in. Now what if every presentation you
sat through or gave was that spell-binding?

Build Your Brand and Company Presence Organically: Content Marketing On LinkedIn 23
CHAPTER 6

Follow the 4-1-1 Rule


Sell something, get a customer for a day. Help someone, get a customer
The 4-1-1 Rule was coined by Tippingpoint Consistent posting: Create an editorial for life.
Labs and Joe Pulizzi of the Content calendar of updates within your company,
Marketing Institute. While it was originally and highlight relevant third-party material. Jay Baer, Digital Marketing Strategist, Speaker,
created with Twitter in mind, it can Then share it with company followers. Author and President of Convince & Convert
successfully be applied to your companys Building a cadence around the 4-1-1 rule
content marketing strategy using LinkedIn. will continually add value for your followers.

The rule states: Source: Tippingpoint Labs. www.tippingpointlabs.com


For every one self-serving tweet, you
should retweet one relevant tweet and most
importantly share four pieces of relevant
content written by others.

Its basically saying to share the love.


Instead of constantly bombarding your
followers with demos, webinars and
whitepaper downloads, create a cadence 1 Retweet
of helpful insights relevant to your audience.
Mix in a bit of industry thought leader
content; news and trends are a great way
to build relationships with prospects while
keeping current customers in the know.

Youll authentically engage in conversations,


build awareness and interact with LinkedIn
members without giving the impression that
youre a self-centered know-it-all. Its all part
of moving to the new marketing mindset of
always be helping instead of the outdated
always be selling.

4 New Tweets 1 Self-Serving Tweet

Build Your Brand and Company Presence Organically: Content Marketing On LinkedIn 24
CHAPTER 7

Expand Your Targeted Reach:


Paid Advertising on LinkedIn
By combining mass reach with accurate Here are the LinkedIn advertising solutions
targeting, LinkedIn advertising solutions at your disposal to help you achieve those
enable you to: results:

Engage your target from among the Sponsored Content


most affluent, influential,
and educated audience on Sponsored InMail
social media.
Display Ads
Increase awareness, credibility
and impact through the power Dynamic Ads
of social proof.
Text Ads
D
 rive traffic and leads to
your site.

Expand Your Targeted Reach: Paid Advertising On LinkedIn 25


CHAPTER 7

Sponsored Content: Appear in the LinkedIn Feed and Beyond

Our members are already engaging with B


 uild relationships with the worlds
high-quality content from news sites, professionals. Publish your content
thought leaders, their connections, and with Sponsored Content to create value
brands. With Sponsored Content, you and establish trust that sparks ongoing
can join the conversation and appear conversations and deeper customer
along with that content. You can publish relationships.
Sponsored Content with rich media and
ensures relevance with robust targeting Targeting options
functionality. And that means you can Sponsored Content allow you to reach a
reach the right people at the right time with targeted audience beyond your Company Think of Targeted and Sponsored Content
your best articles, images, infographics, Page followers. You can define your as Native Advertising
PDFs, presentations and videos. Plus, audience using criteria such as location,
Sponsored Content is the only way to reach company size, industry, job function and Sponsored Content are native to the browsing experience, incorporated
LinkedIns mobile users at scale, since they seniority. Remember, theres always a directly into the members feed so as not to interrupt the stream of content.
appear in the feed on desktop, tablet and tradeoff between targeting and audience That said, be sure to keep two to four Sponsored Content campaigns live
smartphone. size. If you target too specifically, your at all timesthat way you can appeal to members who are in the evaluation
content may reach a very small audience. stage and still interested in high-level content, as well as those that are
Sponsored Content closer to a purchase decision.
is a powerful tool to:
Performance tracking
R
 aise awareness and shape perception. You can promote content in 20 languages
Send Sponsored Content to your target across the 200 countries and territories
audience to rapidly increase awareness where we have members. Within a minute Alteryx, an advanced analytics software company, generates quality leads
and shape the perception of your brand, or two of publishing your update, youll see at lower cost, using Sponsored Content to engage with targeted, premium
products and services. impression and engagement metricsand audiences.
reporting on your post will be updated in
D
 rive quality leads. Generate quality near real time. That means you can track Wish Sponsored Content we get the right kind of leads who are interested
leads by sharing insights that how well your posts hit the mark and fine- in relevant content we've created and in learning more about our product.
professionals seek. Watch that content tune your strategy instantly.
spread via the peer sharing that occurs Rick Schultz, Senior VP of Marketing
naturally on LinkedIn.
Read Case Study

Expand Your Targeted Reach: Paid Advertising On LinkedIn 26


CHAPTER 7

How Sponsored Content works


Getting a LinkedIn Company Page is the first step to using Sponsored Content. All
Sponsored Content must first be created as organic Company Updates.

Similar to an ad unit, a Sponsored Content post can be viewed by members when they
visit LinkedIn. Sponsored Content is clearly distinguished from organic content to make
sure our members can differentiate between organic and paid content. Currently, they are
labeled as Sponsored. Links in Sponsored Content can drive traffic wherever youd like,
including your content portals, relevant news or articles, YouTube or SlideShare channels,
whitepapers and event registration forms.

Sponsored Content is purchased through a second-price auction. Heres how it works:


Each time there is an opportunity for Sponsored Content to be shown, LinkedIn runs an
auction to determine which update to show. For any given auction, there can be many bids
from competing advertisers looking to reach that member. That means when you sponsor
content, your campaign enters an auction to determine whether its shown to your target
audience. Sponsored Content inventory is non-guaranteed, but you may adjust your bid
and content to perform better in the auction.

Expand Your Targeted Reach: Paid Advertising On LinkedIn 27


CHAPTER 7

Ask the Expert:


Neal Schaffer
Updates as well as relevant Groups. It E
 stablish robust profiles that make them
all comes down to content that is both discoverable in LinkedIn profile search.
relevant and timelybut deep as well.
S
 hare relevant content consistently from
LI: How do you make sure personal their personal profile.
time spent on LinkedIn is productive?
How does this differ from other R
 each out and connect with those from
social networks? their target audience that they know but
have yet to connect with.
NS: I spend my personal time on LinkedIn
2 ways: 1) Keeping up-to-date and P
 roactively utilize their LinkedIn network
engaging with my network and 2) Business for introductions to key people in their
Author, Maximize Your Social, intelligence looking for information on target audience, using LinkedIn Inmails
Trilingual Social Media Strategy people, companies or news in my industry. when an introduction is not possible.
& Social Business Coach, I limit my time and remain clear on my
Consultant, Trainer & Speaker objectives. Engage in relevant groups.

LI: What type of content best connects LI: What recommendations do you C
 reate a group to represent
with audiences on LinkedIn? Is there a have for marketers looking to connect your company.
specific type of content you prefer to with target audiences on LinkedIn?
consume on LinkedIn? P
 romote your LinkedIn Company Page,
NS: LinkedIn, like any other social network, build up a follower base, and engage
NS: The content that best connects with is about people that are using social media with them.
audiences on LinkedIn is undoubtedly the for communication with others as well as
type that makes us do our job better as well information gathering. Professionals are not U
 tilize Text Ads potential to help
as invest in our professional brand. Without looking to be sold to, but they are seeking precisely connect you with your target
a doubt, the recently added Influencer out information that can help them do their audience.
content is of the highest quality, but there is jobs better. The best approach that I would
other great content to be found in Network recommend for marketers to connect with
their target audience would look like a
combination of the following:

Expand Your Targeted Reach: Paid Advertising On LinkedIn 28


CHAPTER 7

Sponsored InMail: Deliver Directly to Members Inboxes

Using Sponsored InMail, you can reach A Unique Product in an Send a personalized message directly to a members inbox.
high-value, targeted prospects on LinkedIn Uncluttered Environment
with attention-grabbing messages that Engage your key target audiences across desktop and mobile.
speak directly to their interests. You can M
 obile-optimized design for easy clicks:
designate recipients by geography, job Persistent call-to-action button remains Drive conversations by delivering personalized messages within the
role, group membership, company size on top of content while user scrolls. uncluttered LinkedIn inbox environment.
and other criteria.
R
 eal-time delivery ensures timely
These notifications are prominently reach: Sponsored InMail messages Sponsored InMail leverages the credibility of the LinkedIn platform so that they
displayed on the LinkedIn homepage and are only delivered when members are more likely to be opened, read and acted on unlike conventional email
in members inboxes for high visibility that are on LinkedIn campaigns.
cuts through the clutter. Discover a new
way to increase the effectiveness of your U
 ncluttered professional context: Strict
email marketing effort and drive leads delivery frequency caps ensure your
from LinkedIn. Reach members only when message gets maximum mindshare.
they are active on the LinkedIn site to
boost engagement. F
 lexibility to tailor your content: Send a
personalized message that will resonate
Sponsored InMail is ideal for: most with your target audience.

B
 oosting conversions with targeted
product and service promotions

Promoting
 content your audience wants
to see, such as infographics, white
papers, and reports.
With so many competitors going after the same customers, VistaVu knew it
P
 ersonalizing invitations to was time to rethink its strategy. Our goal was to break away from the crowd
events and conferences. by really demonstrating our industry focus and unique value proposition.
For us, it was about getting our message and differentiated product
The flexible format makes it simple to offerings to the right audience, Not only did we receive more leads, but the
integrate content and messaging from quality and the promise of the leads was unmatched.
across your LinkedIn ecosystem. Accurate
targeting ensures you reach the members Nicole Baron, Marketing Manager, VistaVu Solutions
that matter most, from across our network
of over 467 million professionals.

Expand Your Targeted Reach: Paid Advertising On LinkedIn 29


CHAPTER 7

Duke University sees shy-high


conversion rates with Sponsored InMail "One of the extraordinary things about this InMail campaigns os that we have
two students starting in August who had never heard of this program when
Duke Universitys Cross Continent MBA program offers a unique value proposition that the received our InMail in March. In the history of my marketing experience
can be difficult to convey through traditional ad formats. Recruiting working professionals at his school, I've never seen us convert that quickly."
into our global programs has always been a challenge, because our concept is that you
continue in role while earning a world-class MBA, says Elizabeth Hogan, associate dean for Elizabeth Hogan, Associate Dean, Global Marketing,
global marketing at Duke. Yet when high-potential professionals in emerging markets think Fuqua School of Business, Duke University
about business school, they assume it involves quitting their jobs to do an MBA program in
another country, or attending a local school in the evenings or on weekends. Read Case Study

The majority of applicants to the program in the past have come in from word-of-mouth
referrals. However, Duke wanted to promote the program to new prospects in diverse global
regions who would not have learned about it otherwise.

Hogan rolled out Sponsored InMails targeted by seniority, geography, and degree resulting
in an open rate of 68 percent, 400 percent increase in conversions and sales pipeline
closure speed increased by 300 percent.

Expand Your Targeted Reach: Paid Advertising On LinkedIn 30


CHAPTER 7

LinkedIn Account Targeting: Tailor your


Sponsored Content or Sponsored InMail
campaigns to a priority list of accounts.

LinkedIn's profile targeting combined with


LinkedIn Account Targeting will allow you to
market products and generate opportunities
to the right personas within the accounts that
matter most to your business. LinkedIn Account
Targeting is available to customers purchasing
Sponsored InMail and Sponsored Content
through a LinkedIn account representative,
and we plan to expand this to our self-serve
customers over time.

Customer list

Companies
LinkedIn on LinkedIn
Account Targeting

Expand Your Targeted Reach: Paid Advertising On LinkedIn 31


CHAPTER 7

Ask the Expert:


Nate Stricker
LI: How do you compare the audience value for the GEs and the Geicos and the The second part is having compelling
targeting capability of LinkedIn with Chryslers, etc. I think thats a story that can content that leverages things like sight,
other social networks? be better flavored in the marketplace. sound and motion to use the listening
platform to find topics that have a currency
NS: With LinkedIn, with content generation, LI: How would you advise a marketer to them. Then finally making it easy to
theres an opportunity with native content looking to create more shareable share, so a user can choose to share
to be a bit more surgical with the data content? Are there specific strategies in whichever platform they are most
you have, and the kind of content you or specific tools that you would comfortable with.
deliverthe holy grail of the audience and recommend?
the content equation together. I think thats
definitely an area where there is opportunity NS: From a tool standpoint, a really good
because no one network is especially social listening service can cover a wide
Agency Partner Manager at Pinterest nailing it right now. swath of sources. It can also provide
(Formerly Agency Lead at AOL) access to other media, search trends
LI: How are marketers getting it wrong and search behaviors so you have a rich
LI: What types of clients should be with LinkedIn? tapestry to draw from in terms of what
leveraging LinkedIn more than they is relevant for consumers, particularly
currently are? NS: Theres still some education required. your target audience. Good listening is
Even before being thought of as a media the first step. Youre not going to create
NS: Because of the association of the opportunity for advertisers, LinkedIn is shareable content if what youre building is
content on LinkedIn, as well as with viewed as a marketers in-house PR firm not relevant and intriguing to consumers.
the audience that goes to the siteany the PR mechanism, if you will. I think the Sometimes its a balance of what the
category where a client is aiming to make first step is recognizing that it has quite a advertiser wants to get across versus the
headway from a leadership perspective. bit to offer from an advertising perspective. passions that ignite the interest of
If youre looking to make a leadership The second thing is that there are a lot of the consumer.
statement and/or be seen curating a point categories that could benefit from LinkedIn
of view with content, there is a lot of upside beyond the obvious ones. Its not just
to the LinkedIn proposition. an environment for the Wells Fargos and
the Bank of Americas and the University
of Phoenixes of the world, but has huge

Expand Your Targeted Reach: Paid Advertising On LinkedIn 32


CHAPTER 7

LinkedIn Display Ads

Through LinkedIn Display Ads, you can reach a professional audience in a context where
they actively seek advice and recommendations from brands and companies. All LinkedIn
Display Ad formats leverage the unique depth of our member profile information, offering
targeting by sector, job function, seniority, location and more: a targeted approach that
drives engagement, relevance and response.

Display for Awareness and Consideration at Scale


With LinkedIn Premium Display Ads, you can target the exact audience you want in a
premium uncluttered environment. That makes it easier to use existing ad creative to drive
brand awareness and consideration at scale among LinkedIns audience.
Engage Professionals Often,
Display Ads give you a fantastic share of voice. Thats because, unlike other digital Wherever They Travel Online
publishers, LinkedIn only serves two visual ads on a page at any one time. Combine this
with our powerful targeting capabilities, and its a no-brainer. Keep the right professionals engaged across the entire Web through
LinkedIn Network Display. Reach them with accuracy and scale on LinkedIn,
Heres an example of how Cathay Pacific realized these benefits: The renowned airline business publisher sites and beyond.
wanted to increase brand awareness within its target market, so it identified LinkedIn
members who belong to LinkedIn groups related to business travel in Asia. It then
targeted those members with Display Ads and Sponsored Polls. LinkedIns accurate
targeting resulted in 1,324 poll responses from business travelers and a total of 97 From a marketing standpoint, the targeting is unprecedented. For marketing
product recommendations. According to the international airlines Vice President campaigns, LinkedIn can identify who to send it to and when to send it
Marketing Americas, the campaign was successful in spreading brand awareness and but with precision we have never seen before. The success stories are still
connecting with customers. building, but we will see more B2B marketers drive success via LinkedIn
over the next couple years.

Craig Rosenberg, The Funnelholic www.funnelholic.com

Expand Your Targeted Reach: Paid Advertising On LinkedIn 33


CHAPTER 7

Dynamic Ads for personalized targeting

As a sophisticated marketer, you know that We've also launched programmatic buying
message relevancy is critical to successfully as a way to access LinkedIn Display Ads.
connecting with target audiences and This means you can now work with your
driving desired actions. And LinkedIn preferred buying platform to buy highly
Dynamic Ads makes it possible to visible ads that help you reach and engage
accurately target decision makers and the right buyers and build your brand in the 60% of marketers say personalizing the customer experience is their
deal influencers with highly relevant, premium context of LinkedIn. top marketing objective.
dynamically generated, customizable
creative on LinkedIn.com. Using Dynamic Our goal with programmatic buying is to
Ads, you can: give you more flexibility in how you work
with us, and expand the ways we can
T
 arget the audiences that matter. partner to meet your marketing goals.
Select the audiences you want to reach
based on a wide range of professional How it works
targeting options, including company, You have the option to purchase our
work experience, groups and interests. display ads programmatically either through
an Open Auction or via LinkedIn Private
C
 ustomize your creative; personalize Auctions. Both give you the flexibility and
your message. Craft your ad copy, control to reach your target audiences
choose your call to action and leverage on LinkedIn. If youre already buying
dynamically generated images from programmatically, Open Auction is the
LinkedIn member profiles. fastest way to buy LinkedIn Display Ads
programmatically. For advertisers looking
G
 row your company follower count. for additional targeting capabilities, the
Encourage LinkedIn members to Private Auction is a great option.
follow your company and build better
relationships with your target audience When using your own first or third party
with one-click Follow Company data like website visitors and CRM
calls to action. contacts, our Private Auction offers the
ability to explicitly target the LinkedIn.com
homepage as a placement. As another
benefit, our Private Auction purchasing
option allows advertisers to target select
LinkedIn audience segments (e.g., target IT
decision makers) if you dont want to use
your own first or third party data.

Expand Your Targeted Reach: Paid Advertising On LinkedIn 34


CHAPTER 7

Text Ads: Generate quality


leads with an easy, self-serve solution

LinkedIn Text ads is an intuitive, self-service


advertising solution that enables you to
create easily (in minutes), then manage and
optimize customized campaigns targeting
a premium professional audience and drive
high-quality leads to your business on a
budget that works for you.

With Text Ads, you have at your fingertips


the ability to:

E
 asily create and launch well-targeted
campaigns with customized creative in
just minutes.

F
 ine-tune your target audience based
on location, demographics, skills,
interests and work history to achieve
the right mix of volume and precision.

G
 ain meaningful insights into your
campaign and creative performance
with powerful audience segmentation
analytics. and social engagement
measurement tools

Intelligently optimize your budgets, bids


and creative to achieve your branding
and customer acquisition objectives.

Expand Your Targeted Reach: Paid Advertising On LinkedIn 35


CHAPTER 7

LinkedIn Conversion Tracking: Easily Measure


and Optimize the Business Impact of Your
LinkedIn Sponsored Content and Text Ads

LinkedIn Conversion Tracking, a set of Record every conversion, every time:


capabilities built directly into LinkedIn track conversions on your website from
Campaign Manager enables you to desktop and mobile, whether members With conversion tracking, you can:
easily measure leads, sign-ups, content converted after clicking on or even
downloads, purchases, and other desired after just viewing one of your ads. 1. T
 rack leads from your LinkedIn ad campaigns.
actions on your LinkedIn Sponsored
Content and Text Ads campaigns. With Optimize your campaigns to drive even 2. U
 nderstand the ROI of your spend.
conversion tracking, you can understand better performance: Monitor the specific
more about the specific ads and even campaigns, ads, and the nature of the 3. Optimize for the results that matter most.
the unique LinkedIn audiences that audiences that are driving conversions.
are driving your conversions. LinkedIn Then use this information to improve
Conversion Tracking allows you to identify your Sponsored Content and Text
the seniority, industry, job function, location Ads targeting, creative, and maximize
and company size of the people who are the downstream impact of lead and
becoming leads. opportunity pipeline goals.

With LinkedIn conversion tracking, you can:

Track the metrics that matter most: track


website conversions from your LinkedIn
programs directly in Campaign Manager.
At a glance,you can understand your
LinkedIn advertising ROI, conversion
count, cost-per-conversion,conversion
rate, and return on ad spend. You can
even track which audience segments
Cost Marketing Sales Marketing Revenue
Per Lead Qualified Leads Qualified Leads Impacted Pipeline Per Opportunity
are driving the most conversions.

Expand Your Targeted Reach: Paid Advertising On LinkedIn 36


CHAPTER 7

Ask the Expert:


Chris D'alessandro
LI: What types of clients should be LI: How are marketers getting it
leveraging LinkedIn more than they wrong with LinkedIn?
currently are?
CD: They are seeing it as an advertising
CD: Any organization that needs to do a platform, and they are not leveraging it as
better job of getting the brand in front of a content platform. Advertisers are trying
affluent people or just the right professional to drive lower funnel activities instead of
people. LinkedIn is a great platform for participating in the conversation. I see
targeting this type of audience. The other LinkedIn as a way to continue the dialogue
type of client that needs to be on LinkedIn in a way that naturally promotes the value
is any organization that needs to recruit top proposition of the brand, and I think many
talent. brands are still using it as an ad platform
Chief Product Officer at because most media-buying agencies
LegalShield Official LI: How do you compare the follow the path of least resistance and
audience targeting capability of buy what is easy. Getting the creative and
LI: What factors are most important LinkedIn with other social networks? content development teams involved makes
to you when considering advertising it harder for them to buy. They can simply
channels for your clients? CD: The biggest thing thats come to put an ad on the page instead of engaging
our attention is that we can trust the the creative agency and building a plan that
CD: It all depends on the goals of the results from LinkedIn. People are less apt will be better in the long run.
campaign or what we are trying to to elaborate on LinkedIn than they are on
accomplish. My focus is on a global other social networks. Sometimes you
campaign that transcends the US and dont know if youre actually getting the
Europe, so a lot of what we are doing is person youre targeting, and my personal
branding. We look at platforms as "how version of why I prefer LinkedIn over other
can we best utilize our money to get in front social networks is because I know who Im
of as many people as we can to convince getting. I trust LinkedIn data not because
them Nissan is a brand for them?" Question other social networks are lying about their
number one is always, "Can we build the data, but rather because consumers are
brand on this platform?" more apt to elaborate on other social
networks.

Expand Your Targeted Reach: Paid Advertising On LinkedIn 37


CHAPTER 8

Measure the Impact


and Optimize
Depending on your goals and the KPIs you use to measure Closing the Content Marketing Gap
performance, LinkedIn gives you clear visibility into your programs'
impact throughout the purchase process. DESPITE USING CONTENT MARKETING TO ACHIEVE THEIR GOALS,
GLOBAL MARKETERS DONT FEEL THEYRE BEING AS EFFECTIVE
F
 rom the reach and share of voice as Two Power Resources for Your AS THEY COULD BE.
you look to create awareness, shape Content Marketing Toolbox
key LinkedIn audiences' perception We believe in the power of content Using content marketing
(targeted impressions, percentage share marketing. Thats why were continually Feel theyre being effective
of voice). developing new resources to help you
89%
achieve even more from your content Australia
A
 re the right people engaging with your marketing strategies and initiatives. And 29%
content (social actions, click intelligence we're certain youre going to get tons of 88%
by audience, content marketing score, value from these two new resources: United States
30%
click-through rate, cost per click, cost
per thousand)? Content Marketing Score 85%
United Kingdom
42%
A
 re you prompting them to take action Trending Content
(cost per lead, actions by audience)?

Sources: Content Marketing in the UK: 2015 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA
UK, Content Marketing in Australia: 2013 Trends Content Marketing Institute/The Association for data-driven
marketing & advertising (ADMA), 2016 B2B Content Marketing TrendsNorth America: Content Marketing Institute/
MarketingProfs

Chapter 8 38
CHAPTER 8

Quantify Your Content Benchmark Your Turn Insights In a nutshell, the Content Marketing Score
Marketing Efforts on LinkedIn Content Performance Into Content Gold from LinkedIn:
As a sophisticated marketer, you know Think of the Content Marketing Score as All that information is valuable, but we
you need to prove your content marketing a barometer that helps your company, know insights are useless unless you can A
 nalyzes who engages
initiatives' impact. Ideally you want to: product and brand understand the impact act upon them. The Content Marketing with your content
of its content marketing efforts on LinkedIn. Score makes that possible by providing
U
 nderstand the content and topics By attributing a Content Marketing Score specific recommendations on defining and Compares you to your peers
that resonate with your audience. to your content, it quantifies the influence adjusting your content strategy to achieve
of your company, product and brand on the best results possible. These may S
 uggests how to improve
M
 easure the effectiveness of your LinkedIn. include suggestions to experiment with your score
content-based campaigns. new ways to increase your follower base by
The Content Marketing Score provides this utilizing Sponsored Updates, encouraging To receive your custom Content Marketing
Benchmark your program success. insight by: employees to publish more posts or Score, please contact your LinkedIn
focusing on your content relevance. account executive or account manager.
S
 ee how you stack up against your H
 ighlighting the audience(s) consuming
competition. your content on LinkedIn

R
 ank your brand with a comprehensive Q
 uantifying your companys content A Dynamic Duo
score. presence and engagement on LinkedIn
Unlike Trending Content, which gives you insight into the hottest topics
Like the most effective content marketers, In other words, it tells you if members within across LinkedIn, the Content Marketing Score is specific to your company,
you probably reach your audience your target audience are engaging with product and brand.
in multiple ways across LinkedIn, via your content. And it can show you how
employee posts, Sponsored Content, you stack up against your competitors. You
and influencer posts. LinkedIn's Content can even see a breakdown of how youre
Marketing Score ties all of this outreach performing across the different areas of
together so you get an integrated view of LinkedInwhether by Groups, updates Your Overall Content Marketing Score
how your efforts are paying off. or posts. By Target Audience and Topic

WHO: Audience = Decision Makers WHAT: Topic = Leadership


1,400

1,200
7 of 10
1,000
Peers:
Blackrock
CMS Score
800
Microsoft
600
Dell
Capgemini
400
250 Oracle
200 Citi
Amex
0
CLIENT Accenture
Best in class Weaker content Salesforce
influence influence

Chapter 8 39
Next-Level Marketers face a challenge in knowing exactly who's

Content
consuming their content and whether it's reaching their
CHAPTER 8 desired audiences. For more engagement, reach and virality
marketers need to tune their content strategies to the types of
content trending for their target audiences.
Be Trendy (With Your Content) Align Your Content Calendar THE TOPICS
Your Target THAT
Audience MATTER
is on LinkedIn
Your target audience is on LinkedIn. Now With Your Audience
its just a matter of delivering the content With LinkedIn, you can see trending topics
The Topics That Matter
that attracts and engages them. But how across all those sources: LinkedIn Groups, WHATS TRENDING
Whats Trending
do you know just which topics will catch news posts, thought leadership posts and *Top trending topics on LinkedIn, Nov 14-Jan 15
and keeptheir attention? And how do discussions, and Company Pages.
you know which members will be most
interested in your content? Whether youre Youll see which topics matter and which
new to content marketing or looking to members are sharing the most content on
drive even more engagement with your any given subject. Youll even be able to 1 Social Media 2 Recruiting 3 Integrated 4 Marketing 5 Web Marketing
Marketing Marketing
existing content, Trending Content from pinpoint which topics are going viral.
LinkedIn can help you focus on the topics
that matter. How do we deliver this invaluable data? We
evaluate influencer articles, network updates 10 sem 9 Social Media 8 Employee 7 Self-Esteem 6 Online
On a daily basis, LinkedIn members and Sponsored Updates to understand Engagement Advertising

actively engage with content from four which content members are sharing. Using a
primary sources of inspiration, insights and complex algorithm built by our data science Who
Source: Shares Internal
LinkedIn the MostData
*Audiences sharing the top 15 most shared articles on LinkedIn, Dec. 2013Jan. 2014
information on our network: team, we put each piece of content into one
or more of over 17,000 topic categories. We Small Business Owners

News from publishers then layer on member profile attributes to


understand who is sharing the content.
Peers on LinkedIn groups Young Upwardly Mobile Women

With all that insight, you can fine-tune your Financial Advisors Venture Capitalists

Thought leaders strategy to align with the latest trends. That


Retirement Entrepreneurs
means you can increase the likelihood of
Brands your own content going viral and reach Career
Changers
and engage more members on LinkedIn.
To receive your custom Trending Content
analysis, please contact your LinkedIn
account executive or account manager.

These tools are currently available for


LinkedIn Marketing Solutions Customers
with an Account Executive. You can contact
your Account Executive for your score.

Chapter 8 40
CHAPTER 8

Ask the Expert:


Lisa Weinstein
on a platform like LinkedIn. Then, as the needle against the core macro objective. worth of data on the types of video content
consumer is engaged, he or she creates LinkedIn has proven effective for clients that will most likely drive certain earned
new data to help you optimize that who leverage it across the spectrum of responses. We also share that part to plan
experience. It starts with behavior, which objectives ranging from brand lift and how our video content can drive greater
is informed by data, which we then use to consideration to ROI and direct response. shares, because we think its a strategic
inform content. LinkedIn works against key measures, question. Its vital to our strategy to think
whether they are at the top or bottom of about the intersection of paid, owned and
LI: How are your clients marketing the funnel. earned content.
objectives different on LinkedIn
compared to other social networks? LI: How would you advise a marketer
How does that impact your clients looking to create more shareable
content strategy? content? Are there specific strategies or
CEO at The Engine Group tools you recommend?
(Formerly President of Global Digital LW: I would argue that the objectives of
Data and Analytics at Starcom a platform like LinkedIn should not be LW: We believe sharing is an indicator of
MediaVest Group) different from other social networks and valuable consumer behavior. Weve spent a
that all networks should add up to the lot of time on tools provided by companies
LI: What factors are most important clients' overall marketing objectives. As you like ShareThis, which provide powerful
to you when considering advertising drill down into the use case for LinkedIn, indicators of the types of content that are
channels for your clients? it could absolutely be leveraged for some most sharable. Weve built a planning
more tactical and specific initiatives. But if tool that allows our planners to buy ads
LW: One of the things we say is that youre talking about marketing objectives against content that is more likely to be
its about behavior, not channels. broadly, Id like to think that everything we shared. Weve actually spent a lot of time
From our perspective, when you start do and all these things we create ladders in the space looking at trends of topics
with consumer behavior, you usually up to bigger objectives like sales, top of and keywords that are another indicator of
start with data. We really believe funnel, etc. Too often in social media, things being shared.
that data helps to create experiences, marketers get hung up on chasing the
and we use the phrases "created by data" social networks specific metrics. At the We partner with companies like Visible
and "creating its own data." You can use end of the day, what has to matter is that Measures on the video side. It can be
data to understand consumer behaviors a marketers investments are moving the different with video, and they have years'

Chapter 8 41
CHAPTER 9

Unlock the Power


of LinkedIn's Partner Programs
LinkedIns Partner Programs are designed to work with companies
that share our goal of serving our members needs. From entertaining Partnering with LinkedIn has enabled us to deliver robust audience
promotions to targeted multi-channel messages, LinkedIns platform demographics, content analytics, and publishing capabilities to todays
can significantly increase your consumer engagement beyond biggest brands across every industry. Brands are using this context and
LinkedIn.com. Strengthen your customer relationships, campaign capability to deliver great experiences that make professionals more
performance, and company presence using the powerful technology productive and successful, and as a result, are building valuable and
and expertise of our partners. lasting relationships.

Ads Partners Custom Apps Partners Jim Rudden, CMO Spredfast Inc.
Manage and optimize your advertising Boost Brand engagement and create
campaigns leveraging industry-leading unique experiences through custom-built
technology and expert strategists. marketing solutions. Find a Partner

Content Partners Compliance Partners


Access high-quality professional content Leverage trusted technology to keep
to power your content marketing. your LinkedIn marketing compliant with
regulations in financial services and
Company Page Partners other industries.
Easily manager your LinkedIn Company
Pages and other social properties using Analytics Partners
one unified dashboard. Get marketing insights that help you build
better LinkedIn campaigns and plan your
media strategies.

Unlock the Power of LinkedIn's Partner Programs 42


CHAPTER 9

Ask the Expert:


Kristina Jaramillo
that influence business marketing Radio show interviews: I host a B2B more VAR, etc.)defining your target
decisions, and potential referral sources/ marketing radio show at www.blogtalkradio. audience, locating the Groups your targeted
white label partners. com/b2bmarketingradioshow where guest audiences belong to and identifying the
experts, including LinkedIns Senior Content type of content that your audience will
LI: What type of content best connects Marketing Manager Jason Miller, share relate to. Within your strategy, you have to
with audiences on LinkedIn? Is there a their insights. also map out the actions needed to take on
specific type of content you prefer to LinkedIn (webinars, webcasts, whitepapers
consume on LinkedIn? SlideShare presentations and videos that and email marketing).
support your case study and result-based
KJ: The best type of content that I found LinkedIn profile: Some of our clients' LI: How are marketers getting it wrong
is case studies and real-life examples most-read discussions were based on their with LinkedIn?
this demonstrates your relevance. Most SlideShare presentation content.
LinkedIn Marketing Expert, business leaders and B2B marketers KJ: Marketers are getting it wrong with
GetLinkedInHelp.com LinkedIn profiles do not have case studies. Blog posts and articles that change the LinkedIn in a number of ways. Theyre
They talk about their skills and expertise way people think and act: I personally love basically completing brand maintenance
LI: How are your marketing objectives but there is no content for their targeted content that is meant to start a debate. activities instead of using it as a tool for
different on LinkedIn compared to other prospects to see why they should connect. The goal is to change how people present lead generation. They may do some
social networks? Within the different LinkedIn Groups, you themselves on LinkedIn and how they updates and some commenting on
should also create discussions on real-life market on LinkedIn. discussions but there is no strategy behind
KJ: I do not do anything on Facebook, as case studies. This gives B2B organizations their efforts. They are just connecting with
my complete focus is on CEOs, C-level a chance to showcase their expertise and LI: How do you make sure personal anyone and everyone.
marketing and sales executives, and small at the same time educate prospects on the time spent on LinkedIn is productive?
business owners in B2B organizations. challenges companies are having and How does this differ from other social
Twitter, I use as a tool to broadcast my the steps they need to take to overcome networks?
different messages. the challenge.
KJ: You create a LinkedIn strategy that
I use LinkedIn to directly connect with Here are some other forms of content that includes identifying your goals, (lead
and build relationships with key decision have worked well for me and for my Get generation, brand awareness, thought
makers (my prospects), key professionals LinkedIn Help clients: leadership, strengthening strategic
alliances, community building, getting

Unlock the Power of LinkedIn's Partner Programs 43


25 Social Media Experts
You Need to Know
Stay in the know with tips and advice from the leading social media
experts. Heres a list of some of our favorites, representing the best of
the best in social media marketing.

1. Jay Baer 4. Jeff Bullas 8. S


 teven Farnsworth 12. Doug Karr
Speaker, Author, Consultant Consultant, Speaker, Blogger Chief Digital Strategist at Jolt Digital Chief Marketing Officer at CircuPress,
Blogs: jaybaer.com, Blog: jeffbullas.com Marketing, Author, Speaker Author
convinceandconvert.com Twitter: @jeffbullas Blog: stevefarnsworth.wordpress.com Blog: marketingtechblog.com/author/
Twitter: @jaybaer LinkedIn: in/jeffbullas Twitter: @steveology douglaskarr/
LinkedIn: in/jasonbaer Linkedin: in/stevefarnsworth Twitter: @douglaskarr
5. Brian Carter Linkedin: in/douglaskarr
2. Michael Brenner VP of Marketing at Infinigraph, 9. B
 arry Feldman
Senior Director, Global Marketing at Author, Speaker Owner at Feldman Creative, Speaker 13. J
 ason Keath
SAP, President and Co-Founder of Blog: briancarteryeah.com/blog/ Blog: feldmancreative.com/blog CEO of Social Fresh
Business2Community Twitter: @briancarter Twitter: @FeldmanCreative Blog: socialfresh.com
Blog: b2bmarketinginsider.com LinkedIn: in/briancarterms Linkedin: in/feldmancreative Twitter: @jasonkeath
Twitter: @BrennerMichael LinkedIn: in/jasonkeath
LinkedIn: in/michaelbrenner 6. B
 rian Clark 10. Ann Handley
Founder and CEO of Copyblogger Head of Content at Marketing 14. Nichole Kelly
3. Michael Brito Blog: copyblogger.com/blog/ Profs, Author CEO at Social Media Explorer, SME
Group Director Media and Engagement Twitter: @copyblogger Blog: marketingprofs.com Digital
at WCG, LinkedIn: pub/brian-clark/8/606/b5a Twitter: @annhandley Author, Speaker
a W2O Company LinkedIn: /in/annhandley Blog: socialmediaexplorer.com
Blog: britopian.com 7. Heidi Cohen Twitter: @Nichole_Kelly
Twitter: @Britopian Columnist 11. Matt Heinz Linkedin: in/nicholekelly
LinkedIn: in/michaelbrito Blog: heidicohen.com/tag/blog/ President at Heinz Marketing Inc
Twitter: @heidicohen Blog: heinzmarketing.com
Linkedin: in/heidicohen Twitter: @HeinzMarketing
Linkedin: in/mattheinz

44
25 Social Media Experts
You Need to Know
15. D
 ave Kerpen 19. Lee Odden 23. K
 oka Sexton
CEO Likeable Local CEO at TopRank Online Marketing Global Sr. Marketing Manager
Author, Speaker Author, Speaker at LinkedIn
Blog: davekerpen.com/blog Blog: toprankblog.com Blog: kokasexton.com/word/
Twitter: @DaveKerpen Twitter: @leeodden Twitter: @kokasexton
Linkedin: in/davekerpen Linkedin: in/leeodden Linkedin: in/kokasexton

16. S
 tephanie Sammons 20. J
 oe Pulizzi 24. Mike Stelzner
Founder of Wired Advisor Founder at Content Marketing Institute Founder of Social Media Examiner,
Speaker Author, Speaker Author
Blog: blog.wiredadvisor.com Linkedin: in/joepulizzi Blog: socialmediaexaminer.com
Twitter: @StephSammons Twitter: @JoePulizzi Twitter: @Mike_Stelzner
Linkedin: in/stephaniesammons Blog: contentmarketinginstitute.com LinkedIn: in/stelzner

17. David Meerman Scott 21. Viveka Von Rosen 25. T


 odd Wheatland
Marketing Strategist, LinkedIn Expert, Author VP of Marketing at Kelly Services
Speaker, Author Blog: linkedintobusiness.com/ Author, Speaker
Blog: webinknow.com Twitter: @LinkedInExpert Blog: slide-guidebook.com/
Twitter: @dmscott LinkedIn: in/linkedinexpert Twitter: @ToddWheatland
LinkedIn: in/davidmeermanscott Linkedin: in/wheatland
22. N
 eal Schaffer
18. Jason Miller Author, Speaker
Group Manager, Content Marketing Linkedin: in/nealschaffer
and Koka's title to Senior Corporate Blog: maximizeyoursocial.com/
Communications Manager Twitter: @NealSchaffer
Blog: rocknrollcocktail.com/ Linkedin: in/nealschaffer
Twitter: @JasonMillerCA
Linkedin: in/jsnmiller

45
About Us Relationships Matter

LinkedIn members number more than With LinkedIn Marketing Solutions,


467 million professionals. Thats over brands build relationships with the
half of the 600 million professionals on worlds professionals by using accurate
the planet. This represents the largest targeting to deliver relevant content
group anywhere of influential, affluent and communications.
and educated people.
As todays connected professionals
Professional Publishing seek out ideas and insights from the
Platform people and brands they trust,
marketers use LinkedIn to target
Our evolution into a professional advertising and publish relevant
publishing platform drives increased content in a professional context.
engagement on LinkedIn. Compared Brands extend reach through the
with other professional publishers, social sharing that occurs naturally
content on LinkedIn works differently. on LinkedIn.
The rich data on our platform means
we can deliver the most relevant For more information, visit
content to our members. marketing.linkedin.com.

LinkedIn Corporation 2017