6 Mobile Tactics to Make Your LinkedIn Content Shine in 2016

December 23, 2015

With the end of the year approaching and people cozying up by the fireplace to celebrate the holidays, many will flock to their tablets and smartphones to consume content. On LinkedIn, for example, more than half of our traffic comes from mobile devices -- and the holidays are no exception to this trend!

A strong mobile strategy for your LinkedIn advertising is even more important with the launch of Voyager, LinkedIn’s new flagship mobile app. Here's how you can optimize your LinkedIn content marketing for this new mobile experience so your LinkedIn Sponsored Updates and LinkedIn Sponsored inMail campaigns perform their best during the holiday season and the New Year.

LinkedIn Sponsored Updates

1. Keep your introduction text concise

Author and journalist William Zinsser once advised, “Be grateful for every word you can cut.” Your goal here for Sponsored Updates introduction text is the same. What is the insight you are trying to share, and can you do so concisely? Not only are members savvier than ever, but in the mobile era our attention span is shorter than it’s ever been, clocking in at a mere eight seconds. Brevity is a gift.

Address your audience directly – who are you trying to reach? We’ve seen that doing so can boost clickthrough rates and encourage members to find out more. Use words like “you” or references to their job titles or occupations (for example, “marketers” or “financial advisors”) to capture your audience’s attention.

Lastly, you should also keep your introduction text under 150 characters to make sure your audience doesn't need to click “read more” to get the full message. This will help ensure members can read your entire update before they click through to your landing page.

2. Visual is the new headline

You’ve heard this one before: go for an eye-catching image. In LinkedIn’s new app, rich media images are larger, helping you to make the most of the limited real estate on mobile. Upload rich media that’s 1200 pixels wide by 627 pixels tall to ensure that images display properly.

Embedding media can drive quality traffic to your landing page: Sponsored Updates that include rich media typically get higher engagement and clickthrough rates. Include a URL for your site in your Sponsored Updates, and members who click the update image or intro text will be taken straight to your landing page.

Don’t want to upload an image? Consider adding a video that tells a great story about your brand or product – four out of five consumers believe it is important for a video to describe a service or how a product works, and 59 percent think it’s helpful to watch a product video more than once before buying. LinkedIn Sponsored Updates support YouTube, Slideshare, and Vimeo players, and the video appears in the homepage news feed pre-expanded.

3. Optimize your mobile landing page

This one is simple – make sure the member clicking on your content lands on a short lead form. According to a previous study from the Nielsen Norman Group, the average person stays on a lead form for about 10-20 seconds. Hubspot found that limiting form fields to three or four produces the best results.

We’ve had advertisers consistently report that shorter lead forms lead to higher conversion rates, higher-quality leads, and ultimately a better ROI. But don’t take our word for it – by shortening their forms, Marketo decreased their cost per lead by 10 percent as well.

LinkedIn Sponsored InMail

In September we rolled out a new messaging experience on LinkedIn that offers members an easier and more lightweight way to have professional conversations with their connections. With the launch of LinkedIn’s new mobile app, your Sponsored InMail messages are now even more streamlined and easier to engage with.

1. Create a seamless experience from preview through to the landing page

Whether you are an expert or just getting started with Sponsored InMail, think through the experience your target audience will have with your message before putting pen to paper. Keep your subject line around 27 characters, longer ones may get truncated during preview. Capture the attention of your target audience by giving them a reason to want to read more. Remember that your subject line is also the header of your message.    

Give your Sponsored InMail message a unique and genuine voice while keeping it concise, under 1,000 characters. Focus on the benefits and needs of your target audience. Avoid using marketing jargon or pre-crafted scripts and instead use conversational language so it’s easy to engage with your content. Keep the formatting minimal to avoid making the message look and sound overly promotional.

Craft your message to flow into your landing page. Your Sponsored InMail is a means to the destination, so make sure the value of what’s on the landing page is clearly spelled out.

Use the last paragraph or sentence of your Sponsored InMail message to give your reader clear next steps about what to expect on the landing page. Your last sentence should seamlessly flow into the short but actionable call to action.

2. Add credibility to your message

The beauty of Sponsored InMail is the ability to send a personalized message to a highly specialized and segmented audience. As a marketer you have a very unique opportunity to get your message in front of a target audience that can otherwise be incredibly hard to engage, which is why it’s crucial to create content that’s helpful, informative and entertaining.

When crafting content for a specialized audience, consider asking a subject matter expert with credibility in the field to author the Sponsored InMail message. For example, if you are targeting a highly technical audience, a message crafted from a VP or marketing will not have as much credibility as one from a technical expert.

In this example, Jive led with the value of the report and positioned their own success as ancillary to the report's availability. As a pro tip, consider adding a contextual hyperlink to your message. This simple addition will make it easier for the reader to engage with your content and in turn boosting your performance.

3. Put forward the value of your message

The reader should always be at the core of your message be addressed in a very personalized way. It should be clear to the reader “why am I receiving this message?”, “what’s in it for me?”, “what do I need to do next”.

Whether you are using a Sponsored InMail message to boost registrations to an event, to drive leads through content download or getting the voice of your brand out there, the value should be clear to the reader.

Happy holidays! We look forward to coming back to you next year with more exciting tips for LinkedIn Marketing Solutions.

For more insight into how to get the most out of LinkedIn, download the LinkedIn Content Marketing Tactical Plan ebook today!

Photo credit: Johan Larsson

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