RE A

DME
IFYOUWA NT
TODRI VE
BRA ND
AWA RENESS
USING
LI
#3
NKEDIN
I
naser
iesof3
Readmei fy
ouwantt
obui
l
dbr
and
awarenes
sonLi
nkedI
n
Asma rk
eters,weli
ketobea sscienti
f
ic Cons i
derr ecentr esea rchf r
omEdel ma n I
fyou’reaB2Bma rketerthenthere’
sno
asweca n. Welov
egenera t
i
ngnumber s andLi nkedI n, whichs howst hat45% of envi
ronmentmor erel
ev antandmor e
tha
tweca nt r
ack,
calcul
at
ingrelevant bus i
nes sdeci si
on-ma ker sdecidedt o eff
ecti
veforbuil
di
ngbr anda wa r
enes s
metri
csthatweca nrepor
tba c
kt othe wor kwi t
has uppli
era sar esultof thanLink
edIn.Thi
sgui dewi l
lshowy ou
busi
nessa ndprov
ingthevalueofwha t readingi tsthoughtl ea der s
hipcont ent. howt odoit.J
ustasi mpor t
ant
ly,i
twill
wedo. Thos et ime- poorex ecut ivesdidn’t showy ouhowt osecur ethebuy -
i
nof
neces saril
yt ak et
het imet ofil
louta yourbusi
nesswhi l
ey oudo.
Bya ndlar
ge,thisisafantas
ti
cinsti
nct.
If conta ctf orm–butt ha tdidn’tmea nt hat
wewa ntt
ohav emea ni
ngfuland thei
rex per i
encewi t
ht hebr andwa s n’t
constr
ucti
veconv ersat
i
onswi t
hs a
les havingabi gi mpa ctont heirdecis
ionof
teamsortheC- suit
ethenweneedt obe whomt owor kwi th.Bea rinmindt oo,
abletotal
kalangua gethatever
yone thata sbuy ingcommi tteesgetl ar
ger ,
elsespeaks:t
hel anguageofthebottom beingt hebr andtha tev eryone
l
ine. recogni s esa ndt rustsha shuge
adva nta geswheni tcomest obeing
Howev er,noteveryt
hingthatcontri
butes cons ider edf oracont r
a ct.
tothebot t
oml i
neca nbeea s i
l
ytrack
ed.
Therewillal
wa ysbea spectsofourrole I
fy oua reonl ypr epa redt oma rketto
thatdon'taddupqui t
es oea si
lyona peopl ewhoa lr
ea dyk nowy oua nda re
spreadsheet.Theyarelesss ci
enti
fi
cand al
rea dyinclinedt obuyf romy ou, then
mor eserendipi
tous–butt heya r
eno youa res ev erelyl i
mi ti
ngy ourbus ines s’s
l
essi mportant. potent i
alforgr owt h. Thes amet hing
appl ieswheny oua reonl ypr epa r
edt o
Branda wa renes sdef i
nitel
yf allsintothi
s i
nv es tinma rketingi fy ouca npr edict
category .Thef a ctt
ha tsomeonei sa ware exa ctlyhowi twi ll cont ri
bute. Brand
ofyourbr andha sva lueev eni ftheydon’t awa renes sinv olvesex pandingt her ea ch
si
gna ltha tv aluebycl i
c k
ingonal inkor ofy ourma rk eti
ngbey ondpeopl ewho
fi
l
li
ngi naf orm. Awa renes spr ov i
desy our area lr
ea dycl os et oy ourbus iness–or
busines swi t
hahugecompet iti
ve whomy oua l
rea dyk nowa bouta sal ikel
y
advant agebeca usei t’
sf area s i
erto pros pect .Ittapsf a rwi derpot entialfor
gener at
edema ndfory ourpr oduct sa nd growt h.Tha t’swhyt hef ast
es t-
growi ng
sol
ut i
onsi fpeopl ek nowwhoy oua re, bus ines sesont hepl anett endt obet he
knowwha ty ous t
andf ora ndk nowwha t bus ines seswi t
ht hes tronges tbrands .
you’regooda t.Tha tma kesi tv i
taltofi
nd
way stoi nv es tinbui ldingbr a nd
awa renes s, ev enify ouca n’ts eeex actl
y
wha ttha tinv es t
menti sdoi ng.
Thebr
andawar
enes
schal
l
enge
Buildingbr anda wa renes srequiresy ou Tobuildbr anda warenesseff
ecti
velya
nd
torea cha ndenga gepeopl etha ta re hel
py ourbus inessbuyintothevalueof
newt oyourbus i
nes s–t hatdon’ tha ve whaty ou’redoing,youha v
etobes mar
t
anex i
sti
ngr elat
i
ons hipwi t
hy oua ndma y andsa vvya bouthowy ouinvest
.You
wel lnotha vehea r
dofy oubef ore. That havetobeequa l
lysma r
tandsavvy
requiresinves t
ment–buti t’sa n aboutfindingwa ystodemons tr
atethe
i
nv estmentt hatdoes n’thavea n contr
ibutionyoua r
ema ki
ng.
i
mmedi atea ndobv iousRet urnon
I
nv estment( ROI )toj ustif
yit.Aft
era ll
, Thisi
saconundr umt hatiscommont o
youca n’
tintroducey ourselftonew allbr
anda wa r
enes sca mpaigns–but
audiencesbya ski
ngt hemt of i
lli
nada ta thenatureofthec hall
engev ari
es
captur eform, j
ustsoy ouca nprov et o signi
f
icantl
ydependi ngont hes peci
fi
c
theCFO t ha tt
hepi eceofa dver
tis i
ngor branda warenessgoa lsthatyouha v
e.
contentt hey’veseenwa swor t
hi nv est
ing
i
n.
Knowi
ngy
ourbr
andawar
enes
sobj
ect
iv
e
Branda wa r
enes sca mpa ignsca nha ve I
nei therca se, oneoft hemos tpower f
ul
veryspecif
ica udiences .I
fyoua re assetst ha ty ouca nha veinbui l
ding
workingwithy ours alesteamsona n eff
ect i
v ebr anda wa renes si
shel pful
Account-Ba sedMa rketi
ng( ABM) content .Put tingus eful cont
enti nfrontof
str
ategy,youwi llhaveav erys pecifi
c youra udiencesi sapr ovenstrategy
audiencea tyourgr oupoft arget whet hery oua r
et argetingarel at
ively
accountstha tyouneedt oma keawa re narrowa udi enceoraf arbroaderone.
ofyourbrand. You’llalsohav eatight Res ea r
c hf r
omCor por ateVisi
onss hows
schedule.Thepr ess ureisont ogr ow that7 4% ofbuy ersc hoos ethecompa ny
awa r
enessqui ckly.Ont hepl usside thatwa sfirstt oaddv a l
ueast heya re
though,youwi llhaveaf arclearerroute defi
ningt heirbuy ingv i
sion.Wheny ou
toes t
abli
shingROI t
ha nma nybra nd puthel pful cont entinf rontofa udiences
awa r
enessca mpa i
gns . atsca le,y ous i
gnifi
ca ntlyi
ncrea seyour
chancesofbei ngt ha tcompa ny .
Alter nativ
ely,youcoul dbei nv es ti
ngi n
raisingt hegener alawa renes sofy our Ast hewor l
d’sleadingpr ofes si
onal
branda mongs tawi der-r anging contentplatf
orm, LinkedInpr ovidesyou
audi ence. Youk nowt hatt hi
swi ll wit
hev er
ythi
ngy ouneedt os ol
vethe
i
ncr ea s eyourcompet it
ivenes si nt he dif
ferentty
pesofbr anda wa r
enes s
l
ongt erm,a ndt hati
t’
sv i
taltok eepf il
li
ng chall
enget hroughr el
ev a
nta dvert
isi
ng
upy ourdema ndgener a ti
onf unnel fr
om andcont ent.Thek eyista i
loringtheway
thet opbyi ntr
oduci ngnewpeopl et o youpl an,t
a r
geta ndbuyy ourbr and
yourbus i
nes s
. Thegoodnewsf orthis awa renessactivi
t
yt or ef
lectt he
kindofbr anda wa r
enes sbui ldingi st hat parti
cularchall
engesy oufa ce.
ti
mei sony ours i
de:therei sles sur gent
andi mmedi at
eneed, andpl entyoft i
me
tor ecoupt hebenef it
s .Thedowns ide,is
thatpr ovi
ngROI canbev erydi ffi
cult–
andt hisincreas esthepr essur eony our
branda warenes sbudget .
Opt
imi
sey
ouror
gani
candi
nboundt
ouchpoi
nts
Let’
sfaceit
:whenyouk nowt ha
tdemonstra
ti
ngtheval
ueofyourma
rket
i
ng
i
nvestmentwil
lbeacha l
lenge,i
tmakessensetogeta
smuc hval
ueasposs
ibl
efr
om
thetact
icst
hatdon’
trequireamediabudget.

LinkedI
nof f
ersabroadr angeofor gani
cbr andi
ngoppor
tuni
ti
est hatcan
communi cateyourexpert
ise,v
aluesa ndk eymessagest
omember sonourpl a
tform.
Theya r
et heideal
buil
dingblocksf oraninboundma r
ket
ingstr
ategy:shari
ng
value-
addingcontentanda dvi
cet hatdrawspeopletoyourbusi
nes s,andprovi
ding
themwi t
ht heopport
unitytoengagewi thy ouonanongoingbas i
s.

TheCompanyPagei sy ourbra nd’s

homeonLi nkedIn–y ouroppor tunityto
tel
lyourbrands t
oryinacompel l
ingwa y,
providethecont entfora udiencest o
enga gewitha nds howy ourv al
uesi n
acti
on. I
t’
sfreet ocrea t
ea nds ha r
e, and
providesanimmedi at
eoppor tunit
yf or
audiencestoenga gewi thy ouby
becomi ngfoll
ower sa ndr eceivi
ng
upda tes.
Showca sePa gesca ndoa
simi
la rj
obfors pecif
icbra ndsora spects
ofyourbus i
nes sthatha vet hei
rown
audiences.
Companyupdat esa rea noppor tunity Youca ndr iveorga nicrea chal otfurther Youca na lsous eempl oyeesa sthought
tos harev alue-addingcont entf ory our andf as terwheny ouha vebr and l
ea der st ohel phuma nisey our
Compa nyPa gef ollowerst oenga gewi t
h advoca teswhoa r
emot ivat
edt oa mpl if
y or gani sa ti
ona ndbui l
dt rust. Encour a ge
–a ndt ha tenga gementgener ates yourmes sages .That’swher eEmpl oy ee themt opubl i
s hl ong- formpos t
son
orga ni
cr eac hbyput ti
ngy ourupda tes advoca cycomesi n. Whenempl oyees Link edI n’ss elf-publ ishingpl atform, which
i
ntot hef eedofy ourf oll
ower s’ star
tt os hareyourcont ent,organic act slik eapr ofes siona l blog. Your
connect i
ons .Oncey ourf ollower ss tart reachgr owsex t
remel yfa st
.LinkedIn empl oy eesa rey ourbui l
t-i
nex per t
s.They
enga gingr egula r
lywi thyourupda tes, employ eess haringourownMa r
keting huma nisewha ty ous aya ndbr ing
you’llbebui ldi
ngbr anda wa renes sa nd Solutionscont entincrea sedt he relev ancea ndcr edi bil
it
y. Encour aging
gener atingi nboundt raff
ic. Ther e’
sa aggrega terea choft hatcont entby15 sa lest ea mst opos tva l
ue- addi ng
goodc ha ncet hatthepeopl ey our eac h mil
li
onov erthecour s eofay ear.Wha t’
s cont entf ory oura udi encebui l
dsy our
willber elev anta udiencesf ory ourbr a nd, more, empl oyee-sharedcont enton br anda wa r
enes sa tthes amet i
mea s
givent hei rconnect i
ont opeopl ewho averagegener atesdoubl ethe es tablishi ngt heex per ti
s eoft hepeopl e
alr
ea dyf ol l
owy ou. Andt hef actthatt hey enga gement .Youca na ddmor e yourpot ent i
al cus tomer swi l
l dea l
wi th.
knowot her sa reenga gingwi thy ou str
uct uret othispr oces sa ndco- ordinate Publ is hingonLi nk edI nisf reea nd
buildsbr a ndcr edibi l
i
ty. employ ees hari
ngmor eef f
ectiv
ely av ail
a blet oa ny one. Asama rketer
, you
thr
oughLi nkedIn’sempl oyeea dvoca cy ca nt henhonei nonhotbut toni ssues
plat
for m, LinkedInElev ate. andgener a
tet ract ionf ort hebr andby
sha r
ingt hemos tv a l
ue- addi ngpos ts
fromy ourCompa nyPa ge.

I
t’snotj ustwr i
ttencont entt hatyouca n
uset oes ta bli
shy ourpeopl ea s
i
nfluencer sonLi nkedIn. Encour aget he
pot ential i
nfluencer si ny ourbus iness
(subj ectma tterex per tsa ndex ecuti
ves
arei dea lfort hisr ol
e)t ous eNa ti
veVi deo
tor ecor dt heirt hought sont hek ey
i
s sues ,ordemons t
ratehowt ous eyour
dif
fer entpr oduct sa nds ol uti
ons .Ai
mt o
addv aluef ory oura udiencei ninnova t
ive
wa y stohel py ourv ideoi nf l
uencer s
standouti nt heLi nk edInnews feed.
Althoughy ouca nupl oadna ti
vev i
deo
direct l
yf r
omas ma rtphone, i
tca nhelpt o
i
ncr ea sei mpa cta ndenga gementi fyou
i
nv es tins omeba si
cv i
deoequi pment
andedi ting. At ripodf ory ours ma rt
phone
camer a, apor t
a blelighta ndaba si
c
micr ophoneca nma k eabi gdiff
erencet o
thequa lit
yy oua chi
ev e.
L
ever
agey
ourex
ist
ingbr
andawar
enes
sas
set
s
Wheny ou’relook i
ngt ogener ate •I
fyouha vetop-
perfor
mingtweetsof Remembert ha tcont entdoes n’tha veto
awa renes sa tsca l
ea ndbes av
vywi th 140c hara
ctersorlesst
henyoua l
ready startli
feaspa rtofabr andca mpa i
gni n
yourbudget ,i
t
’shelpful t
ot a k
eal ooka t havecontenttha
t’sthei
deall
engthfor ordert oplayav alua bleroleinbui l
ding
theba l
anceofy ourwor kinga nd anupda t
eintheLinkedI
nfeed.Youca n bra nda warenes s .I
fy ou’verunlea d
non-wor kings pend:t hei nv estmenty ou l
evera
gey ourtweetimagesand gener ati
onca mpa ignst hatgener ated
ma kei nrea chi
nga na udi encev er
s usthe hasht
a gsonLinkedInaswell
. strongenga gement ,theni t
’swor th
i
nves tmentt hatyouma k eincr eat
ing givingthatcont entas econdlifea spa r
t
branda ssetstoputi nf rontoft hem. The •Pos t
sthatperf
ormwel l ony our ofa na l
wa y
s -onbr a ndca mpaignt hat
moreef f
icientl
yy ouca ncr ea t
ethebr and compa nyblogca nbegr eata ssetsfor runscont i
nua ll
y ,buildinga warenes sover
assetst haty ouneed, themor ebudget branda warenes
sca mpa i
gns. Youca n ti
me. T
oa da ptitfort hisnewr ole, remove
you’l
l havet oputt hos ea ssetsinfrontof ei
therpromot et
hemdi r
ectlythrough da tacapturef ormsora nyotherl ea d
arelev anta udience–a ndt heea si
erit upda t
esinthefeedora da ptthemi nto gener ati
onel ement stha tcoulda dd
wil
lbet os ecur esuppor tfromy our self
-publi
shedLinkedInpos tswi t
ha f
r i
ctiontothepr oces sofenga gingwi th
busines sfory ourbr a
nd- buildi
ng byli
nefromar el
eva ntexpertor yourbr anda s sets.
i
nves tment . executi
ve.

Buildingbr anda wa renessonLi nk edIn •Anyvi

deocont entoradver
tisi
ngthat
does n’tneces saril
yinvolvecr ea t
ingnew you’
veinvest
edinca nplayarolei
n
branda ssetss pecifi
cal
lyforLi nkedIn. buil
di
ngbr a
nda wa r
enessonLinkedI
n.
Thecont entf ory ourbranda wa renes s Youcanus eyourv i
deocontentas
campa i
gnca ni ncludeex i
s ti
ngv i
deoor SponsoredCont enti
ntheLinkedI
nfeed.
displaya ds, relevantpos t
st ha tyou’v e
writt
enf ory ourcompa nybl og, or
campa i
gnst ha tyoua rerunni ngon
Twitter,Facebookorot herc hannels. By
putti
ngt hesei nf r
ontofar elevant ,
profes si
ona la udienceonLi nk edIn,you
cans i
gni f
i
ca ntlyincreasethev al
uet hat
yourpr ev i
ousma rketi
nginv es t
ment s
deli
v er:
Choos
ethepai
dtouchpoi
ntst
odel
i
very
ourbr
andt
onewaudi
ences
Sof ar,we’vefocusedonus ingor ganic TheLi nkedI nadv ert
is i
ngf orma tsthata r
e
andi nboundt ouchpointstoma ximisethe bes ts uitedt obui l
dingbr anda wa r
enes s
visi
bil
it
yofy ourbrandonLi nk edIn. aret hos et hatofferthes pa cea nd
Howev er,y
ouca n’tbuil
dbr and i
mpa ctt ocommuni ca tewha tyourbr and
awa renessa tscal
ejus tbywa it
ingfor standsf or, a
ndwhyt ha tisrelevantto
peopl etocomet oyou. I
fyouwa ntto youra udience. Throught heseforma ts,
reachnewa udiencesa ndbui l
dcr it
i
ca l you’llrea c harecept ive, pre-engaged
ma ss,you’l
lneedt oinvestinleveraging audiencet hatarev er yopent oreceivi
ng
LinkedIn’spaidmedi atouchpointstoput releva ntbr andcont enta nda dv
erti
sing.
yourbr andinfrontoftherightpeopl e. Accor dingt oBus i
nes sI nsider
I
nt el
ligence’ sDigi t
al Trus tRepor t
,
LinkedI ni s3xmor et rus t
edt odel i
ver
wor thwhi lecont entt ha na nyothers ocial
platf
or m. Thatma k
est heLi nkedIn
news feedagr ea tenv ironmentf or
peopl et odi scov eryourbus i
nes s
.
Spons
oredCont
ent
Spons oredCont entdel iversy our
brand’scontentint heLi nk edI
n
news feed,whichisex actlywher e
LinkedInmember slookt os t
ayinfor
med
ontopi csthatma tt
ermos ttothema s
professional
s,i
ncludi ngt hrough
genuinelyhelpfulcont entfrombr ands.
Yourcont entwill
a ppea ra sa nupdatein
thefeedofy ourta rgeta udience,on
sma rt
phone, ta
bleta nddes kt
op.

Youcanpubli
shdirectl
yintheLi
nkedIn
newsf
eed,tai
l
oringcontenttodi
ff
erent
audi
ences,t
esti
ngv ari
at
ionsand
l
ever
agingyourbranda sset
saspartof
anal
wa ys
-oncampa ign.

Apr ovenSpons oredCont entstr

ategyi
s
tous eyourbudgett oba ckCompa ny
Pageupda t
estha tarealr
eadydri
ving
str
ongor ganicenga gementa mongst
yourfoll
owers.Ex t
endingthereachof
thi
spr ovencontenttonewa udi
ences
wil
ldra mati
cal
lyincreaseit
simpacton
branda wareness.

Us
ingv
ideoi
nSpons
oredCont
ent
I
ncludingv ideoi ny ourSpons or
ed
Contentmea nstha tyouca npositi
on
yourbrand’ sv i
deoa sset
sdirect
lyinthe
Link
edInf eed. Combi ni
ngv i
deowi th
Spons oredCont entena blesyout o
deli
verTVa ds ,productdemons trati
ons,
vi
deos toriesa ndt houghtleadership
content.FromApr i
l2018onwa rds,we’l
l
beroll
ingoutt heca pabi
li
t
yt oupload
vi
deodi rectlytoLi nkedInaspa r
tofy our
Spons oredCont entca mpa i
gns.
Pr
ogr
ammat
icDi
spl
ayAds
I
t’sea sytoex tendy ourex istingonline
displaya dverti
singtoLi nk edIn,ei
therby
addingLi nkedI ntoy ourex isti
ng
progra mma ti
cbuy ,orbybuy i
ngLink edI
n
displaya dss pecifi
ca l
lythroughapr i
vat
e
auction.LinkedI nDispl ayAdsa ppea rin
theright-handcol umnofLi nkedInon
des ktop,andcomei ncl ass i
c300x250
pixeldimens i
ons .Link edInonl ydisplays
onea dperpa gea ndi t’
sa lwa ys
deliv
er eda bovet hef oldwi thviewa bil
i
ty
over80%.

Spons
oredI
nMai
l
Us eSpons oredI nMa i
l todel i
verpr i
v a
te
mes s agest oat a r
geta udi encea tsca l
e,
aspa r
tofa nABM s tra tegyoraf ocus ed
dema ndgener ati
onca mpa i
gn.
Spons oredI nMa i
lisaf us ionofema il
a nd
i
ns t
a ntmes sa gingt ha tpr ofes si
ona ls
trus ta ndr espondt o, wi tha na v er age
openr ateof52%. Tak eaper sona l
ised
appr oa ch,withSpons or edI nMa il t
ha t
comesf r
omar elevantex pertor
thought -l
ea derwi t
hiny ourbus ines s .Ca l
l
outt hev aluet ha tyouca na dda sa
suppl i
eri nthemes sa gehea dli
net o
pr ovideacl ea rrea sont or ea d.
Spons oredI nMa i
lisa ti tsmos tef fective
fordr i
vingbr anda wa r
enes swheny ou
us ei ttos ha r
et hought -lea der s
hi pa s sets
tha tha ver eal valuef ory oura udi ence.
Per
fect
ingy
ourbr
andawar
enes
star
get
ingandbi
ddi
ngs
trat
egy
Ev er
yt i
meaLi nkedI nmembers croll
s I
t’simpor tanttol ooka tyourt a
r geti
ng
throught heirfeedwehol da na uct i
onf or andy ourbi ddings trat
egyi n
theoppor t
unityt oa dverti
set ot hem combi nati
on. You’ llneedt oma kehi gher
throughSpons or edCont ent. Wer un bidsinor dert os ecur er eacha mongs ta
simil
a rauctionst odel iv
erSpons ored specifi
ct argeta udi ence. Howev er,when
I
nMa i
l t
omember s .Topr otectt he youra udiencei sbr oa d, alowerbi dca n
memberex periencea ndens ures t
rong giveyout her ea cht haty ouneedby
enga gement ,Link edInca refullycont rols putti
ngy ourcont enta nda dvertisi
ngin
thea mountofpr omot edcont entt hat frontofpeopl et ha tfewerca mpa ignsa r
e
member sa reex pos edt o.Tobui ldbra nd compet ingf or.LinkedInoper atesa
awa renes s,youneedt owi nenoughof second- pri
cea uction, sot hatthea mount
thesea uctionst oputy ourcont enti n youev entua l
lypa yi sli
k elytobel ower
frontofrelev a
nta udi encesa ts ca l
e.Tha t thanthea mountt ha tyoubi d.
ma kesy ourbi ddi ngs t
rategya n
i
mpor ta
ntel ementi nbui ldi
ngbr and
awa renes sonLi nk edIn.
T
aki
nganal
way
s-onappr
oacht
obui
l
dingbr
andawar
enes
sats
cal
e
I
fy oura imi stor aisebr anda wa renes sat Wheny oudef i
neabr oa da udiencei n Thiscos t-
effi
cienta pproa c hca ns ti
ll
sca let hendef i
ney ourr eleva nta udi ence thi
swa y,youca ns prea dy ourbudget drivev eryhighl evelsofenga gement .
i
nt hebr oades ttermst ha ty ouca n. f
ur t
herbybi ddi
ngr elativel
yl ow–a nd Tha t
’sbeca usey oua r
es t
illreaching
Link edI nta r
getingpa r
a met erslike reachingmor emember sofy ourt ar
get rel
ev antpeopl ewi thy ourbr and
i
ndus try, j
obf unctionorbr oa d-rangi ng audienceov eralongerper iodoft i
me. ma rketing–y oua rejus tdoi ngs oov era
skillsa reidea lforthis.Wheny ouus e Takea na l
wa y
s-ona ppr oac hbyma ki
nga l
ongerper i
odoft i
me, whenev ery our
Link edI nCa mpa i
gnMa nagert os ett he sma llproporti
onofy ourbudgeta v
ail
abl
e bidscomeoutont op. Asama rketer
,
target ingpa r
a meter sfory ourca mpa i
gn, f
orbr a ndbui l
di
ngea chmont h.Y oucan theseenga gementr at
esa ndal owCPM
you’ llbegi vena nes ti
ma teofy ourl ikely spreadt hisbudgetov erar angeof providey ouwi thva l
ua blemet ri
cst ofeed
audi ences i
ze.Forbui ldingbr and dif
ferentbr anda sset
s , pic
k i
ngy ourtop ba cktot hebus i
nes stos howhowy our
awa renes s ,
yous houlddef i
nea n performingor ganicpos tstous ea s branda wa r
enes sca mpa igni s
audi enceofa tleas t300, 000Li nk edIn Spons oredCont ent,forex a mpl e. per f
ormi ng.Theyma ynott r
a ckthe
member s,toena bley out or eac hy our Biddingonacos tperi mpr es sions i
mpa ctofy oura ctivi
tya llthewa y
obj ectivescos t-
effecti
v ely
. Thiswi l
l (CPM)ba si
s ,
wher ey ourcompet i
ng throught oleadsa ndconv ers i
ons–but
us ua l
lyinv ol
veus i
ngama xi
mumoft wo bidswi llbelower,wi l
l helpex tendt he theygi veaus efulindicationofhow
target ingpa r
a meter s. reachofy ourbudgeta swel l
. effi
cientlyyoua refil
l
ingt het opoft he
dema ndgener ati
onf unnel .
Bui
l
dings
peci
fi
cbr
andawar
enes
sats
peed
I
fy ourobj ectivei stor a i
sebr and Thi
st ypeofhi gh-power edbr and
awa renes sa mongs tamor etightly awarenes sca mpa i
gnr equiresadi ff
erent
definedt argeta udiencet heny ouwi l
l approacht odemons trati
ngv al
uet oyour
needa na ppr oa cht ot argeti
nga nd busi
nes s,s i
ncey oua reli
kelytobe
biddi ngt ha tha smor eincommonwi th payi
ngmor ef oreachi mpres si
ona nd
l
ea dgener ati
onca mpa igns .I
fyou’ r
e cl
ickthaty ougener ate.Sync hroniseyour
wor kingwi ths a l
esona nABM a pproach, dema ndgener ati
onact i
vit
ywi t
hl ead
useLi nkedI nMa tchedAudi encest o generati
onca mpa i
gnst hatca nca pi
tali
se
uploa dal istofy oura greedt arget onthea wa renes syou’vebui l
ta nd
account sa ndt henus et hisast heba si
s tr
anslateitintoleads.Thenwor kwi t
h
fory ourt arget i
ng. Y ouwi l
lneedt obi d sal
est otrac ktheprogr essofthes e
aggr es sivelytos ecurer ea cha mongs t l
eadst hrought heconv ersionfunnel.
thi
sa udience. Inf act,thebes tapproach
i
st os ety ourbi d£1,€1or$1a bove
thet opendoft hebi dra ngef orthis
audiencet hat’ss howni nCa mpa i
gn
Ma na ger .Thiswi l
ls pendy ourbudget
faster–butt ha tma kess ensewheny ou
arebui l
dinga wa renes sa mongs t
pros pect st haty ouha vei dentif
ieda s
havingr ea lvalue.
Bedet
ermi
nedi
ndemons
trat
ingt
hev
alueofbr
andawar
enes
s
Byitsverynat
ur e,
br a
nda wa renessi
s Thera
ngeofmetri
csthatyoucanuset
o Br anda wa renes sist hema gicingr edi
ent
oneofthemos tdiffi
cul
telement sof tr
ackt
heimpactofbra
nda warenes
s i
nma r
keting:itsi mpa ctca nbe
ma r
ket
ingtoli
nkt othebus inessbott
om campai
gnsonLinkedI
nincl
udes: unpr edictablea nddi f
fi
culttomea s ure
l
ine.Howev er
,that’
snottos ayyoucan’
t buti t
’sa l
soi mmens el
ypower fulin
genera
temea ningfulevi
denceoft he •Ther eac ht ha tyourca mpa igni s differentiati
ngy ourbus inessf romt he
val
uetha ty
ourbr a
ndenga gementis ac hiev i
ng compet i
ti
ona ndunl ocki
ngoppor tunit
yin
genera
tingonLi nkedI
n. •Thecos tper1, 000i mpr ess ions(CPM) thes hort,medi uma ndlongt erm. As
•Theenga gementr ate( which suc hi t’
swor t
hgoi ngt oal i
ttl
emor e
Enga gementa ndcl i
c k-throughr a
tesa r e i
ncor por atess ha r
es, l
ik esa nd troubl et otrackbycombi ningdi fferent
themos timmedi at
el ya vai
labl
emet r
ics . comment s) relev antmet ri
csf oramul t
i-
dimens ional
Somepeopl edes cribet hesea s‘v anity •Thecl i
ck -
thr oughr at e pict ureofwha t’
sha ppeningt oy our
met rics ’beca us etheydon’ trelate awa renes slev els. Asama r
k eter
, youwi l
l
direct lytobus i
nes sout comes . Howev er
, Youca ns uppor tthi
st hr oughot her alwa ysbemor eef f
ect i
vewheny ouca n
theya res t
il
laus eful i
ndi catoroft he met ricst ha tca nhelpt omea s urethe fi
ndr oomi ny ourbudgetf orbui l
di ng
i
mpa ctt haty ourbr anda cti
vit
yi sha ving, impa ctofy ourbr anda ctivi
ty: awa renes s–a nds upportfromy our
es peci a l
lyifyoua r
ea bl etodemons t
ra te bus i
nes sfordoi ngs o.LinkedIni sagr ea
t
whoi senga gingwi thy ourbr and •Upl iftinpeopl es earc hingf ory our as seti nhelpingy out odobot ht hes e
awa renes scont ent, andwha tthat bra nd things .
enga gementi sl eadi ngt o.Bya ddi ngt he • Incr ea sesi nbr andr eca l
land
Link edI nIns i
ghtT agt oy ourwebs i
tey ou a wa renes s ,a smea sur edbys urveys
ca na cces sWebs iteDemogr a phics .This •Tra ff
ict oy ourwebs itea ndt henumber
i
saf r
eer epor tingt ool thatusesLi nkedI n ofuni quev i
s itors
prof i
leda tatopr ovidea na nony mis ed •Thenumberofl i
nkba c kstha ty our
pictur eoft het ypesofpr ofessiona l
st ha t cont enta ss etsgener a te( s
howi ngthat
visity ourwebs itea sar esultofenga ging peopl ea rea wa reofy ourcont enta nd
withy oura dver ti
s i
nga ndcont enton rega rdi ta sa uthorit
ative)
Link edI n.Ifyou’ rer ea chi nglarge
number sofr el ev antpeopl e
cos t-effect i
vely–a ndt hos epeopl ea re
pa yinga ni nt
er es tiny ourbus ines s–
thent ha t’
ss trongev idenceoft hev alue
bra nda wa renes sisa ddi ng.

LinkedI nConv ers ionT r

ack i
ngex tends
yourv iewoft hei mpa ctofbr and
awa renes sfurthera longt hebuy er
j
ourney .Bys pecify i
ngt hea ctionson
yourwebs i
t
et ha ty oua r
ei nteres t
edi n
(conv ersi
ons ),
y ouca ntrac kwhi ch
LinkedI ntouchpoi nt speopl ewer e
expos edt opr i
ort ot aki
ngt hos ea ct
ions.
Thisca nhelptor ev ea l
ther ol
et ha t
branda wa r
enes sa ct i
vi
typl a y
si npr i
ming
prospect stoenga gewi thy ourbus i
nes s
.

We'r
eheret
ohelpyougetst
art
edonLinkedIn.
Speakt
oourex
perttea
m orst
artdr
iv
ingr
es ul
tsst
rai
ghtawaywi
ths
elf
-ser
vi
ce.