Remix this campaign

6 tactics for remixing your existing campaigns

to create hits on LinkedIn
 S CAMPA I G N
REMIX THI
n LinkedIn igns for Success o
o u r ex is t in g ca m pa
L everage y

Jane Fleming Remix your Remix your Edit your

Digital Marcoms click-tastic emails top tweets Facebook
Manager, LinkedIn
Sales and Marketing Email campaigns that are Top-performing tweets campaigns
Solutions already generating clicks can provide great source If your content gets
reach new audiences and material for Sponsored traction on Facebook,
generate even higher open Content. We explain it’s well worth amplifying
and click-through rates as how to adapt them. it to a more focused
LinkedIn Sponsored InMails. professional audience.
As any cover artist or old-time standards-singer knows, you
don’t have to go to the trouble of creating entirely new
material from scratch every time that you need a hit. Take a
proven formula, freshen it up and introduce it to a new
audience in a sharper form. You’ll often find yourself with
bigger returns for a lot less effort. And it’s as true of B2B
content marketing as it is of the music business.
Utilise your Borrow your Leverage your
Here are six hugely effective B2B tactics that are proven to
deliver fantastic results on LinkedIn. Each of them takes
subscriber blog’s biggest search marketing
activity that’s already working for you elsewhere, plugs it database hits keywords
into the targeting capabilities of the LinkedIn platform, and Got an army of loyal If they’re driving engagement You’ve done the hard work
has the potential to supersize the returns that you see from it. newsletter subscribers? on your blog, they’re ideally identifying the most relevant
Then you’ve got a perfectly suited to setting the agenda keywords for your business –
primed audience for your for your category on LinkedIn. now reach the people for
LinkedIn campaigns. whom they’re most relevant.
 1. REMIX YOUR CLICK-TASTIC EMAIL
S

Those email campaigns that stand out a top-performing Sponsored InMails is are actually logged in and engaged on
mile in a results presentation? The ones one of our favourite strategies as a LinkedIn, so that they can’t miss your
with a click-through rate that gets the LinkedIn Marketing team. It leverages message), strict frequency caps to
marketing team cheering? Don’t just the inherent advantages that mean ensure other brands aren’t cluttering up
settle for a performance that’s 10 out of Sponsored InMail almost always your audience’s inboxes and reducing
10. Migrate the email content you delivers higher open and click-through your visibility, and a professional
already have to LinkedIn – and we rates than even the strongest-performing environment where prospects are on the
guarantee you’ll turn email. look-out for relevant, value-adding
it up to 11. propositions.
Those advantages include guaranteed
Taking top-performing emails and deliverability (Sponsored InMail only
adapting them to become arrives in members’ inboxes when they

How we copied our Converting our email campaign to

click-tastic email Sponsored InMail more than doubled
our already high open and click-through
campaigns rates with minimal additional effort. Any
email that drives a 40% open rate is
For the launch of our Astonishing Tales
doing very well indeed. However, this
of Content Marketing eBook, we
Sponsored InMail generated an open
already had an email with a striking
rate of 95% with our audience of 7,000.
subject line and a clear emotional
We took full advantage of the extra
benefit, which are also characteristics
opens we were generating with a clear,
of the best performing Sponsored
bullet-point summary of the benefits
InMails. We made sure the Sponsored
readers could expect from the eBook,
InMail felt as personal as possible by
and an equally clear call to action.
emphasising that it came from the
author of the eBook.

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 nga gement
Top Tips for E

Ready to boost open and click-through rates by

translating your top performing email campaigns into
Sponsored InMail? Here’s a quick checklist for
generating the most value through this strategy:

Signal value in Focus Sponsored InMail on

the subject line your highest-value audiences
Stress the benefits, exclusivity or opportunities that you Email campaigns often focus on a fairly broad
have to offer the audience. audience – but if there are specific high-value segments
that you need to reach, Sponsored InMail is often the
Keep it conversational way to go. Want to make sure your message is getting
through to time-poor executives? Sponsored InMails
and concise score open rates of up to 58% with such audiences.
Sponsored InMail lands in a more intimate and
exclusive inbox than email. If you have time to make
tweaks to your email copy, then focus on making your
Set up A/B tests to perfect
intro as conversational as possible, to reflect this your approach
environment. Try to trim copy down to below 1,000 Test different variations of elements such as your subject
words as well if you can. Bullet points are a very line, image or intro and then switch budget to the best
effective format on Sponsored InMail. performing versions. This will help to make sure you are
giving that click-tastic email content the best chance of
Put your audience at the success as a Sponsored InMail.
centre of your message
A top-performing email almost certainly talks to your
audience members’ specific concerns already – but
remember you can add more personalisation on
Sponsored InMail with a dynamic macro to pull in
members’ names. We’ve found that using first name
personalisation within Sponsored InMail subject lines
drives higher open rates.

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 2. REMIX YOUR TOP TWEETS

There's a real art to crafting a compelling How we remixed we’ve got a new piece of Sponsored also delivers results on LinkedIn. And
tweet: getting a clear message and call Content ready to go, multiplying with LinkedIn targeting capabilities
top tweets
to action across in 140 characters or less engagement by presenting our content you’ll be able to super-size the
(the max has increased to 280 At LinkedIn Marketing Solutions, we to new audiences in a new context. engagement that these pieces of
characters), referencing the hashtags that make a point of recycling our Leveraging top tweets is such an concentrated content deliver, by
will drive visibility, incorporating an top-performing tweets as effective tactic, because a great tweet ensuring that you are putting them in
image that will help you stand out in your rapid-turnaround pieces of Sponsored is such an ideal starting point for front of the most relevant professional
audience’s twitter feeds. It’s a shame for Content. We keep the same image effective Sponsored Content. If you’ve audience.
all that content marketing skill to get just and same core copy. Since members got a smoothly oiled tweet-generating
one shot at delivering results for you. can now search for LinkedIn content marketing machine ready to respond
Especially when the characteristics of a by hashtag, it’s often worth leaving to events as they happen, then you’ll
top-performing tweet have a lot in these in as well. In a matter of minutes, find the same rapid-response content
common with a top-performing piece of
Sponsored Content. And especially when
research shows that the B2B content
achieves more influence when it’s shared
on both Twitter and LinkedIn1.

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 ngagement
Top Tips for E
Ready to boost engagement for your tweet by remixing
Lorem ipsum

it and posting in the LinkedIn feed? Here’s the

checklist for this B2B tactic:

Keep your Sponsored

Content mobile-optimised
Twitter is a mobile-first channel – and so too is LinkedIn.
A large percentage of engagement on our platform
takes place on mobile devices. Double-check that your
image fits into 1200 x 627 pixels if you want the full
picture to display in the LinkedIn feed on mobile. It's also
important to note that the text safe area is 1000x586.

Stay original with the visuals

Twitter doesn’t usually reward standard stock
photography – and the same rules hold true in the
LinkedIn feed. You can boost impact further by
incorporating copy into your images or using animated
gifs.

Lead with high-impact stats

A well-chosen stat can make or break a tweet. If you
have an impactful number that’s generating traction on
Twitter, use the same statistic in your Sponsored Content.
Teaser stats are a regular feature of top-performing
Sponsored Content campaigns.

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 3. EDIT A FANTASTIC FACEBOOK CAMPAIGN

ngagement
Top Tips for E
If your content gets traction on numbers using a range of different
Facebook, then the chances are that you devices. However, the same people tend Ready to edit that Facebook campaign and distribute it to a more dedicated
can dramatically increase that to use LinkedIn and Facebook for audience on LinkedIn? Here’s the checklist:
engagement by putting it in front of a different purposes. Whilst Facebook is
more focused, professional audience on the space for connecting with friends
LinkedIn. Since a Facebook campaign and family, LinkedIn is where the world’s
often involves longer copy, you may professionals come to connect to brands,
have more editing work to do to develop high-quality content and new
Adapt the hook Use the body of
this into concise Sponsored Content for opportunities. If your B2B activity for your Facebook your Facebook
the LinkedIn feed. On the flipside connects on Facebook, then translating status to create status for long-form
though, you’ll also have great source it into LinkedIn content is a no-brainer Sponsored Content content
material for long-form copy that your when it comes to maximising that
As mentioned in Chapter 2, the Translate the remainder of your
Sponsored Content will click through to engagement. This holds true whether
best-performing Sponsored Content Facebook campaign into long-form
(see the chapter 5 for more ideas on how you’re creating awareness of your brand
often weighs in at less than 140 content for your audience to link
to optimise this for LinkedIn). If you’re and products early in the buying
characters. Facebook status updates through to from your Sponsored
promoting content to a B2B audience journey, positioning your brand as a
can be huge by comparison – so you Content. See Chapter 5 for more
then the slight extra effort involved in thought leader and engaging audiences
may need to isolate the compelling ideas on how to do this.
customising it for LinkedIn will almost more deeply, or generating quality leads
intro from your Facebook campaign
certainly, be worth it. and new business by prompting people
and re-purpose it as your Sponsored
to take action.
Content copy.
Like Facebook, LinkedIn is one of the
select few digital media destinations
where people converge in large Leverage the same
compelling images
The LinkedIn feed is every bit as
Keep the humour visual an environment as the
If you’ve found a light-hearted tone Facebook feed. If you’re using video
delivering for your campaign on on Facebook, you should be creating
Facebook, there’s no need to change LinkedIn Video ads too which
that for your campaign to work on appear natively in the feed.
LinkedIn. Being funny is a proven
strategy on our platform as well.

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4. UTILISE YOUR SUBSCRIBER DATABA
SE

If you’ve been busy building a subscriber

database for your newsletter or blog, then
you have another valuable asset to use in
your LinkedIn targeting. With LinkedIn
Matched Audiences, you can upload your
email database as a customised audience
segment on LinkedIn, meaning that you
can reach opted-in audiences across a
range of different LinkedIn touchpoints and
maximise engagement and sharing on our
platform.

On the other hand, if you’re running

LinkedIn campaigns to help build your
subscriber database (something we at
LinkedIn Marketing Solutions regularly do),
you can use Matched Audiences to exclude
from your campaign all of those who are
already signed up.

Remix this Campaign I Page 7

 5. BORROW YOUR BLOG’S BIGGEST HITS

ng agement
How we borrow our Top Tips for E
blog’s biggest hits
Ready to borrow that blog post and put it in front of more members of your target audience? Here’s how to get most
A top-performing blog post is a content value from it:
goldmine. You’ve proven that it captures
the attention of your target audiences, The majority of the most successful self-published posts on LinkedIn are under 1,000 words – but that’s not to say longer
delivers the value they’re looking for and posts can’t succeed on the platform too. The best approach is to cut out duplication of effort, publish your content as it
drives engagement and sharing. The stands, and monitor which lengths of posts generate the greatest engagement for you. This will help you to understand
obvious thing to do next is to put that whether your audience is most interested in shorter or longer copy.
content in front of more members of your
target audience – as many as you can.
Turning that blog post into
self-published, long-form content on the
LinkedIn platform is a great place to
start. In exchange for zero additional Pay attention Byline Monitor and
investment, you get significantly to the image self-published respond to
enhanced reach, the opportunity to start
a visible dialogue around your content The main image plays an posts to your most comments
that will increase its thought-leadership important role in the presentation relevant experts One of the advantages of
value, and the opportunity to build the of self-published posts on re-publishing a successful post on
Sometimes the posts on your blog
personal brands of your experts, LinkedIn. A customised, original LinkedIn is the additional
will be team efforts, with several
executives and potential influencers. image will almost always capacity for engagement that it
people contributing. On LinkedIn,
You’ve hit gold – posting on LinkedIn outperform a standard stock has through comments. Check
you’ll generate most engagement
will help you mine it. image that could accompany the comments regularly to see
when you associate a post with a
any post. how LinkedIn members are
relevant individual. Choose
C-suite leaders for reach and responding to the post and be
influence, or relevant subject ready to reply to keep the
matter experts to help build their conversation going.
profile and increase your
content’s credibility.

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6. LEVERAGE YOUR SEARCH
MARKETING KEYWORDS

The benefits of keyword research don’t Turning your search engine campaign
just apply to bidding for the right search into skills-based targeting on LinkedIn
terms. If you’ve invested in a data-driven expands the size of the audience you are
view of the search terms that are most reaching – and it does so by adding
relevant to your business, you can use people for whom your search term is
that insight to explore relevant particularly relevant. These aren’t just
audiences on LinkedIn. people who have typed a keyword into a
search box – they are people for whom
Use your most valuable search engine that keyword is a fundamental part of
keywords as the basis for targeting your their professional identity. Reaching
next Text Ad, Display Ad or Sponsored them at scale helps to get full value from
Content campaign by using them for your keyword campaign, it means you
skills-based targeting. Creating a can reach them with a richer variety of
campaign targeting a particular skill will advertising and content, and it enables
reach LinkedIn members who list that you to do so in a less cluttered and
skill on their LinkedIn profile, and also competitive environment than a search
members who have mentioned it engine results page.
frequently in their profile and summary
descriptions. When you type in two
related keywords as Skills filters, you are
bidding specifically for people who show
themselves to be relevant to both those
skills.

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 arg eteting
Top Tips for T
Ready to utilise your search terms and extend your
campaign on LinkedIn? Here are the top tips to
bear in mind:

Start by typing keywords Create different campaigns Translate search ads to Text
into Campaign Manager for each keyword Ads or adapt to other formats
Building a LinkedIn campaign around your search Avoid hyper-targeting by creating a different campaign LinkedIn Text Ads have a very similar number of
engine keywords is a straightforward process. Start typing for each of your keywords. This will maximise your characters to pay per click search ads, and so the
your keywords into the Skills box of Campaign Manager, potential reach. easiest option for translating your search campaign
and the tool will suggest relevant skills to match. onto LinkedIn is to adapt search ads to this format.
Adjust your bids However, with a little extra editing and imaginative use
Add targeting of images, you can also target your audience through
based on performance Sponsored Content.
facets to increase relevance As a starting point, you can use the bid amounts that
For each of your keyword-based campaigns, you can you’ve identified for your search engine keywords when
then layer on additional targeting parameters to increase bidding on LinkedIn skills. Be prepared to monitor
relevance: Company Industry or Seniority, for example. performance and increase the bid if necessary, though.
Avoid limiting the reach of your campaign by restricting You’ll give your campaigns a higher chance of success
yourself to two or three targeting parameters in total. the more competitively you bid.

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 CONCLUSION

In this remixing guide to B2B reaching our members across a targeting that takes its lead from
marketing, we’ve discussed six range of different LinkedIn your SEO keywords.
different types of marketing touchpoints. You can raise Whatever the marketing activity
activity that you can leverage awareness through Sponsored you have invested in, extending
and apply to LinkedIn to Content edited from Twitter that activity to LinkedIn is the
generate an even greater and Facebook campaigns, surest way to reach more of your
Return on Investment (ROI). build your thought leadership intended audiences, in a
Remember though, you are not through self-published posts relevant environment with
restricted to remixing one or leveraged from your blog, and proven engagement and
two of these campaigns every build on this with personalised response rates. It’s a fantastic
now and then. calls to action delivered way to increase the value of the
through Sponsored InMails that time and money you invest in
When you turn the recycling of are adapted from proven email developing campaigns. Once
existing activity into a regular campaigns. you’ve got a hit on your hands,
strategy, you’ll be able to create make sure you give it all of the
integrated LinkedIncampaigns And you can target all of this airtime you can on LinkedIn.
that maximise engagement by activity using skills-based

Remix this Campaign I Page 11

 ampaign
i s c
x th
Remi

For the first time in the history of media, you can reach the world’s
professionals all in one place. More than 610M people worldwide
gather on LinkedIn to stay connected and informed, advance their
careers, and work smarter. Together they comprise the largest
global community of business professionals. These are the
decision-makers, influencers, and the leaders of today and
tomorrow-precisely the people you want to target.

For more information, visit marketing.linkedin.com