Webinar Linkedin Marketing Update 2024, with Neil Wilkins, for Cambridge Marketing College
Leveraging LinkedIn’s Latest Features for Maximum Impact
The State of LinkedIn Marketing in 2024
Over 1 billion members worldwide
55 million registered companies
93% of B2B marketers use LinkedIn for content marketing
Buyers on LinkedIn have 2x the buying power of the average web audience
LinkedIn’s Newest Features for Marketers
LinkedIn Creator Mode
Collaborative Articles
Verification badges
Swipe-up links in LinkedIn Stories
#Hiring and #OpenToWork profile frames
Hashtags indexed in comments
Leveraging LinkedIn Creator Mode
Turns your profile into a content creation hub
“Follow” button replaces “Connect”
Showcase your areas of expertise with hashtags
Access exclusive features like LinkedIn Live and Newsletters
Action Item: Enable Creator Mode on your profile to establish your brand
Short-Form Video Dominates
Videos that are between 15-30 seconds have a 70% click-through rate, making them the most popular form of video content.
39% of marketers say 30-60 seconds is the most effective video length, followed by 1-2 minutes at 28%.
Keep it concise (under 60 seconds), hook viewers in the first few seconds, feature people prominently, use captions since many view with sound off, and always include a clear call-to-action. Repurpose your top-performing videos into bite-sized clips.
LinkedIn Offers New Collaborations
Collaborative articles that allow you to contribute your insights to thought leadership pieces
Interactive, lead gen optimised profiles powered by Creator Mode.
LinkedIn is rated as the most effective channel for driving high-quality leads by 40% of B2B marketers.
Maximising LinkedIn Live
Live videos get 7x more reactions and 24x more comments vs native videos
Host interactive Q&As, interviews, demos, and behind-the-scenes content
Promote upcoming live streams to build anticipation
Repurpose live content into video ads and clips
Action Item: Go live at least once per month on topics your audience cares about
Crafting Engaging LinkedIn Content
Incorporate storytelling to humanise your brand – Rule of Thirds
Experiment with different content types, especially short-form video
Use 3-5 relevant hashtags to increase discoverability
Answer the AI tips with your content
Action Item: Post valuable content 3-5 times per week, mixing up the formats
Analysing Your LinkedIn Performance
Track key metrics like profile visits, post engagement, and follower growth
Use LinkedIn analytics to understand your audience demographics
Monitor competitors’ pages to benchmark your performance
Adjust your strategy based on data-driven insights
Action Item: Review your LinkedIn analytics weekly and optimise accordingly
Empowering Employee Advocacy
Encourage employees to share and engage with your company’s content
Leverage employees’ networks to expand your brand’s reach
Provide pre-approved content and guidelines to maintain brand consistency
Action Item: Launch a formal employee advocacy program and track results
Investing in LinkedIn Advertising
Target ads by job title, industry, interests and more
Experiment with new ad formats like video and carousel ads
Use LinkedIn Lead Gen Forms to easily capture quality leads
Monitor ad performance and adjust bids/budgets as needed
Action Item: Allocate budget to test LinkedIn ads for lead generation
Measuring LinkedIn Marketing ROI
Set clear objectives and KPIs for your LinkedIn strategy
Use UTM parameters and conversion tracking to measure referral traffic and sales
Calculate the lifetime value of leads and customers acquired via LinkedIn
Report on ROI and optimise your strategy to maximise results
Action Item: Implement a system to track leads and revenue from LinkedIn
Embracing the Future of LinkedIn
LinkedIn will continue to launch new features for marketers
AI will play a bigger role in content creation and ad optimisation
Authenticity and personalisation will be crucial to cut through the noise
Agility will be key – test new tactics and adapt quickly
Action Item: Stay on top of LinkedIn updates and be willing to experiment
Key Takeaways
Enable Creator Mode and post engaging content regularly
Go live monthly and repurpose video content across channels
Empower employees to be active on LinkedIn
Test LinkedIn ads using precise targeting and lead gen forms
Continuously measure and optimise performance based on data
Stay agile and embrace LinkedIn’s evolving AI tool
https://sproutsocial.com/insights/linkedin-statistics/
https://blog.hubspot.com/marketing/marketing-trends
https://wistia.com/learn/marketing/video-marketing-statistics
https://www.marketermilk.com/blog/ai-marketing-tools
https://sproutsocial.com/insights/linkedin-statistics/
https://wistia.com/learn/marketing/video-marketing-statistics
https://www.creativemarketingltd.co.uk/blog/video-marketing-statistics/
https://www.forbes.com/sites/forbesagencycouncil/2024/03/18/ai-augmented-reality-and-cgi-marketing-trends-in-2024/
https://www.g2.com/articles/video-marketing-statistics
https://usercentrics.com/events/data-privacy-trends-2024/
More webinars like this at http://marketingcollege.com/events
*note that Linkedin has removed the option to toggle the Creator Mode on/off and now it’s about publishing exceptional content to ‘qualify’ for content mode features if this setting wasn’t already enabled in your account
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