How to use LinkedIn - including a guide to the LinkedIn pages and Ad Manager changes

This slideshow pulls out a simple guide to LinkedIn, detailing how to get the most from your personal pages and LinkedIn pages, and a basic guide to Campaign Manager.

2. What to expect
•A little about LinkedIn
•Optimising your Personal Page
•Setting up Company Pages (now
LinkedIn Pages)
•Showcase Pages
•Objective- based ad campaigns

3. A little about LinkedIn

4. LinkedIn –top stats
Over 500 million
members, and
growing
The most used
platform for Fortune
500 companies
LinkedIn Slideshare
now used by
70million monthly
users
94% of B2B
marketers now use
LinkedIn as their
primary social
platform
Recently bought by Microsoft, more apps and business programmes are integrating with
LinkedIn, including Microsoft Office, Skype and Dynamics CRM.

5. A brief history
2003
LinkedIn goes live, created by
Reid Hoffman, a board
member for eBay, Google and
PayPal
2005
Launches it’s jobs and paid membership options. It’s now reached over 4 million users
2010
LinkedIn now has over 85 million users and the now current CEO, Jeff Weiner takes over –creating more
international offices.
2016
Bought by Microsoft, LinkedIn starts to evolve, integrating with more BAU apps
2015
LinkedIn Campaign Manager is released, enabling you to target people by job role, industry and company size.
2018
LinkedIn integrated with Bing PPC campaigns, and released Dynamic Ads

6. The benefits of LinkedIn
•It’s not just an online CV – it’s a place where more and more people
are sharing valuable content
•With targeted ad campaigns, you can really hone in on who views
your content for a relatively small budget.
•It’s a growing platform, with lots of investment and more integrations
•It’s a great place to share ideas and network with like-minded
professionals.

7. Homepage anatomy

8. Homepage anatomy
Your profile highlights –this covers who has
viewed your profile and how many post views
you have had.

9. Homepage anatomy
This highlights section pulls the key analytics from
your company page. The arrow will show if you
have more than one company page on your
profile

10. Homepage anatomy
You can follow hashtags to see content about
topics that interest you, these hashtags show
under the ‘communities’ box

11. Homepage anatomy
This is where you post your updates, including
articles, images, videos.

12. Homepage anatomy
Suggestions tailored to you on who to follow,
including hashtags, companies and people.

13. LinkedIn Navigation
Home –always takes you
back to your homepage,
including your news feed
Network –takes you to the
list of people you are connected to, and people it suggests you should connect with
Jobs –this is to view
available jobs, not to post vacancies
InMail –this is private
messaging. You can receive ads in here.

14. LinkedIn Navigation
Settings & Privacy –this is where you can activate
private browsing mode to view peoples accounts
without them knowing. If you are in this mode,
then you won’t receive any notifications letting you
know who has visited you either.
Posts & Activity – this is a short cut to view all
personal posts you have written or interacted with.
Job Posts –this is where you can manage any job
vacancies you have posted on LinkedIn.
Company –this is where you access your
company page to post updates or view the analytics.

15. Optimising your Personal
Page

16. Your personal page Your biography –this includes:
•Profile picture and name
•Job title
•Location
•Summary
•Current role and latest education
•Number of connections
Your dashboard –this is only visible
to you. It includes:
•Who has viewed your profile
•How many people have viewed
your posts
•How many times you have
appeared in searches
•If you are open to career
opportunities

17. Your personal page Your activity –this lists:
•Any posts you have written in
your feed
•Any posts you have liked or
shared
•Any comments you have made
on other peoples posts
Your experience –this includes your
career history, and below this is your
education.

18. Requirements for a Personal Page
•You need a personal profile using
your first and last name
•Your personal profile should have
a strength of ‘Intermediate’ or ‘All
Star’
•Your profile needs to have several
connections
•List your current company on your
experience section

19. How to become an ‘All Star’
There are 7 steps to becoming an ‘All Star’
1.Have a profile picture
2.List your experience
3.Provide your skills
4.Write a summary detailing what you do
5.List your industry and location
6.Add your education
7.Have at least 50 connections
Becoming an All Star improves
your visibility in news feeds

20. LinkedIn Pages (previously
Company Pages)

21. Company Page updates
This week, LinkedIn have announced a
series of updates to their Company pages
which you will see implemented in the next
couple of weeks.
These are great for marketers, and will
help to increase employee engagement.

22. LinkedIn Page updates

23. Setting up your LinkedIn page
•Click on Work > Create a LinkedIn page
•Select the size of company you work for
•Fill out the details provided

24. Making your LinkedIn page successful
1. Update your profile picture and banner – the more visual the better! Make sure it’s consistent with your
brand. Profile pictures should be 300 x 300 pixels; profile banners should be 1536 x 768 pixels. Use a PNG
format for online images like these.
2. Update your ‘About Us’ section so it is always up to date and engaging. Don’t be boring! You have up to
2,000 words, use them to impress.
3. It sounds obvious, but make sure all of your company information is up to date and correct. This includes
your address, industry, URL, company size –have you grown and not told LinkedIn?
4. Create Showcase pages (more to follow)

25. Making your LinkedIn Page successful
5. Build a careers page to highlight any job vacancies you have
6. Use the endorsements functionality –anyone you work with, ask them to endorse you and endorse
them back. Be genuine, but use it.
7. Always watch your competitors – see how they use their profile and if you can take any learnings from it.

26. Content suggestions

27. Content suggestions
Select the relevant topics you are interested in
and recent articles will be suggested which you
can share from your company page.

28. Customised call to actions
Customised calls to action mean that you
can inform visitors to your LinkedIn Page of
the next action you would like them to
take.
Examples include ‘Visit Website’ or
‘Contact Us’.
The LinkedIn update also includes a
‘tagline’ which features under your
company description.

29. Share with employees
This new option will enable LinkedIn Page
Admins to share new content with employees
to help build engagement.
This will form part of a new suite of tools to
help increase employee sharing on LinkedIn.
Page Admins will also now be able to discover
and reshare content posted by employees, or
by anyone mentioning the company in the
post.
Pages will now be able to respond and
comment to posts.

30. What should you post?
Post whatever is relevant to your audience
–always think ‘what do my customers
care about’ and try to write content around
that.
Use their language
Use engaging media like video and
imagery.
Post content relevant to your audience on
LinkedIn –it may differ to other social
media.
Industry news & updates
Events
Blogs
Videos
Case studies
Infographics/stats
Staff stories (relevant)

31. Task
Think about the type of content you would post on your LinkedIn Page
•What is the objective?
•Who isitfor?Listtheaudience
•How is it best formatted? What type of content would you use?
•What isthecalltoaction
•Whatissuccess?

32. Showcase Pages

33. Showcase pages
Showcase pages are used to highlight specific products, services or campaigns.
They are used by big brands like Amazon –but if you offer multiple solutions to your
customers then these could be relevant

34. Showcase pages
These allow your audiences to follow the services that are specifically relevant to
them and want to receive updates for.
On your LinkedIn, select admin tools

35. Showcase pages
Select create showcase page
Give the showcase page a name

36. Showcase pages
Populate the details similarly to a
LinkedIn page
Add any LinkedIn groups that
you are a part of.
Start sharing content

37. Objective based advertising
(previously Campaign Manager)

38. Campaign Manager updates
Yesterday, LinkedIn rolled out a new
Campaign Manager interface.
For now, if you know the old version
and prefer to work in that, you can
revert –however you will automatically
be diverted now to the new
advertising platform.
It’s muchmorestreamlined,and
prioritises the objectives over the
format.

39. LinkedIn Ads –an Overview
To access advertising, click
on the ‘work’ item in your top
navigation and then select
‘advertise’.
Then click ‘create ad’

40. LinkedIn Ads–an Overview
The LinkedIn Campaign Manager is great for targeting people by:
•Job title
•Industry
•Company
•Seniority
•Alongside similar demographical targeting to Facebook

41. Campaign Manager –an Overview

42. Campaign Manager –an Overview
You can create groups so you can keep adverts
collected together by campaign. This helps to
manage campaign budgets and access
campaign results.

43. Campaign Manager –an Overview
To get started with an advert, click ‘create
campaign’

44. Creating your advert
Select the group you want the campaign to fall
under, and give the ad campaign a name.

45. Creating your advert
Select the objective of your campaign –e.g.
Website visits or engagement

46. Creating your campaign
Create the audience
for your campaign, or
click on the
dropdown to use a
saved audience.

47. Choosing your target audience
There are many ways of targeting
your audience. You need to select
a location (e.g. United Kingdom) –
US is currently the default.
After selecting the location, click on
‘other targeting criteria’
You can choose to target people by
company, job role, seniority,
gender, education, groups and
others.
You can save this audience as a
template and use this again in
future campaigns.

48. Select your ad style
There are 8 formats for your
ad campaign.
Text ads
Single image ads
Carousel images
Video ad
Follower ad
Spotlight ad
Job ad
Message Ad

49. Text Ad
These short adverts show in
the right corner of LinkedIn or
at the top of your newsfeed.

50. Single image ad
These native adverts show in
readers news feeds using a
single image.

51. Carousel image ad - *New*
Released in June 2018.
These are adverts with 2 or
more images which show in
your news feed.

52. Video ad - *New (ish)*
Released in March 2018.
These are adverts with a video
uploaded natively so they play
automatically in the news feed.
Max time: 30 seconds
Format: Horizontal
File size: Between 75KB & 200
MB
Dimensions: 480 x 360 pixels

53. Follower ad -*New*
Released October 2018
These ads promote a
company page throughout a
users desktop, using their
profile data to speak directly
to them.

54. Spotlight ad -*New*
Released November 2018
This ad has a headline of 50
characters and can have a
background image to make
the advert stand out.
These showcase an offer to
the viewer, throughout their
desktop.

55. Message ad
These used to be called InMail
campaigns, however they are
now referred to as Message Ads
These are targeted email
campaigns sent to your
audience’s LinkedIn inbox.
You can use lead capture forms
to generate leads using these
campaigns.

56. Set your budgets
Depending on your chosen objective (e.g. website
visitors or impressions) you will chose to pay depending
on CPC or CPM
Set an end date or maximum budget so your campaign
can’t run away.
The recommended bid at the bottom is tailored to your
audience and objective. Try to aim for using that bid
and increasing it if you need to.

57. Measuring results
£ spend on
that ad
campaign The number of people who have
seen your
content (i.e. It
has
appeared on
their screen)
The number of people who have clicked
through from
your advert
CTR is calculated from impressions and clicks CPM is the £ per 1,000 views
Leads are the number of people who have completed a lead gen form

58. Thank you