What is Sponsored Content and Direct Sponsored Content in LinkedIn ?

Through Sponsored/Direct Sponsored Content, you are able to promote your company updates, share pieces of content, drive users to a landing page, and more to targeted audiences on desktop, mobile, and tablet. You can either use a cost per click model or a cost per thousand impressions model.

Sponsored content promotes a piece of content that you already have on your LinkedIn company page.

You can use Direct Sponsored Content to personalize and test content in the news feed without creating posts on your LinkedIn company page.

When Should I Use Sponsored/Direct Sponsored Content?

These types of ads naturally lead to more engagement because they are placed directly in a user’s news feed. You are able to use more text and larger images in order to entice users to click through to your landing page or to bring in more brand awareness.

If you have a piece of content or are looking to drive people to a blog post, utilizing Sponsored/Direct Sponsored Content is an effective way to do so.

Content Copied from https://www.seerinteractive.com/blog/types-of-linkedin-ads-how-to-use-them/

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Customizing an Image and Title When Posting a URL on Your LinkedIn Page

When you post updates to your LinkedIn Page, you can customize the thumbnail image and title when sharing an article or website URL.

To customize the title and image when posting a URL 

1. Sign in to your Page admin center.
2. Paste the URL into the Share an article, photo, video, document, or update box at the top of the page.
• An auto-generated thumbnail image may appear in the preview if one is available, along with the article or website title.
3. To customize the image, click the  Image icon below text box and select an image from your computer. To customize the title, click on the current title and type your new title over it.
4. If you'd like to target your update to a specific audience, click the dropdown menu next in the share box and select Targeted audience. Learn more about targeted updates.
5. If you'd like the update to display to all Page followers, click the dropdown menu in the share box and select All followers.
6. Click the Post button to share your update.



When adding an image to your update, please keep the following guidelines in mind regarding image display size:

• Use a 1.91:1 ratio (1200x627 px).
• Image must be more than 200px width.
• If your image width is less than 200px, it will not display in the larger image format. Instead, images will appear as a thumbnail on the left side of the post.
• Images on mobile will not be cropped. Images of other ratios will show in-full with subtle white padding.

Content Copied from https://www.linkedin.com/help/linkedin/answer/81310/customizing-an-image-and-title-when-posting-a-url-on-your-linkedin-page?lang=en

What are the Benefits of Account-Based Marketing?

Tracking goals & measurement is clear: When you’re analyzing the effectiveness of campaigns, whether email, ads, web, or events, it’s easier to draw clear conclusions, because you look at a smaller set of target accounts instead of a vast set of metrics.

Reduced resource waste: Because ABM is so targeted, it allows marketers to focus their resources efficiently and run marketing programs that are specifically optimized for target accounts.

Sales Alignment is Easier: ABM is perhaps one of the most efficient ways to align sales and marketing. This is primarily due to the fact that the marketer running an ABM program operates with a mindset very similar to sales—thinking in terms of accounts and how to target them, bring them to the table, and generate revenue from them.

Clear ROI: Effective ABM drives clear business results. In fact, compared to other marketing initiatives, the 2014 ITSMA Account-Based Marketing Survey found that "ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic."

It’s personal and optimized: Account-based marketing tactics entail personalizing your messaging and communications to specific accounts so that your campaigns resonate with these target audiences. Targeted customers are more likely to engage with content that is geared specifically to them, and is relevant to their business and stage in the buyer journey.

How to Optimize the Lead Nurture Campaigns

Let’s discuss how to make lead nurture campaigns better by optimizing them. There are many ways to optimize lead nurture campaigns:

5 Ways to Optimize a Lead Nurture Campaign

1. Segment Your Leads: Segment leads into groups to provide the most relevant content at the best time during the buying cycle. You can segment by many variables including industry, level of engagement, budget, and price sensitivity all of which are customizable in your automation platform. 

2. Implement SEO: Help search engines serve your content to people actively looking for what you offer. Insert your offer keywords in the URL, title, headings, meta description, image alt tags, body and links of your landing pages, forms, thank you pages and uploaded content.  

3. Prepare for Omnichannel Engagement: Your leads explore the internet on a daily basis. Capture attention on channels most frequented by your audience including email, social media, search engines and paid ads on the web and within apps. Keep a consistent tone, design, and branding for experiences they’ll remember when it’s time to complete their purchase. 

4. Personalize Content Based on Actual Data: Your automation platform has been collecting data directly from your leads. Use this data to create variables of your webpages so leads instantly to see relevant information when they visit your website. You can personalize content for any data collected from leads.

5. Ensure leads are in the right campaign: Automation platforms provide endless capabilities to get your leads the right information. Workflows are directions you set to tell your platform how to respond to lead activity. Set workflows to move leads to other campaigns based on changes in their level of engagement or behavior.  

5 Ways to How to Master Local SEO

5 Different Ways to Master Local SEO For More Customers.

1. Optimize Webpages with Local SEO Keywords
2. Optimize for Mobile Using with Accelerated Mobile Pages (AMP)
3. Implement Schema.org with Structured Data Markup
4. Utilize Business Listings as Local Lead Generators
5. Review & Respond to Reviews & Social Media Posts