With every message you craft, you have an opportunity to bring your audiences closer to your brand. In this video Irina Skripnik, Senior Product Marketing Manager at LinkedIn will guide you through the step-by-step Sponsored InMail message creation process. Along the way Irina will share best practices for crafting a relevant, short, and authentic message.
- [Instructor] With every message you craft you have the opportunity to bring your audience closer to your brand, but sometimes the opposite can happen. So be sure to craft valuable content. Consider the context of the LinkedIn Messenger experience and the mindset of your target audience when crafting your content. In this video I'll walk you through how to create a Sponsored InMail message and I'll share some best practices with you for creating Sponsored InMail messages that are engaging. At this point your sender is assigned and now we'll need to add the Subject line, the Description, and the body copy of your message.
The tool is set up to guide you step-by-step through every process. Next to the Subject line and the Description you'll see a text count. These are suggested text counts that'll help you understand how many characters you have in your Subject line and Description. Since devices may vary in screen size be sure to review your content and your Sponsored InMail by sending a test to yourself and seeing it in desktop and mobile environments. Now let's take a look at this page pre-filled. The Subject line should be personable, concise, interesting, and friendly.
A few examples include Idea for a better project management strategy, you're invited to a FixDex marketing event, or join our pilot program. Next is the summary, also known as the Description. This is an optional field and will only appear on a desktop in the sidebar preview. You can use this space to add a bit more context or a sneak peek for your message. Now let's move to the main component, and that's your body. Consider the Messenger experience when crafting your message. When it comes to crafting the message body keep the body short, concise, and generally under 1000 characters.
To insert a custom greeting click on Insert custom fields. While formatting options like bolding, italics, underlining, and bulleting are available, consider keeping the formatting simple and conversational, since you are in a conversational space with the Messenger experience. I highly recommend adding a relevant hyperlink in the body of your message. You can do so by clicking on this link icon. This will help visually for a user who's reading through your message to click through to your landing page.
Now when you think about crafting your content craft copy that's relevant, short, and authentic. It may be read on desktop, but it may also be read on mobile as the users are commuting, engaging, or traveling from meeting to meeting. Messages that are perceived as spam and are overly salesy are not going to get any positive traction. So keep a few things in mind. Helpful and relevant content performs best, like research papers, invitations, and exclusive events, feedback opportunities, and basically content that aligns with the member value on LinkedIn.
You want to start your message off with personally introducing yourself, or your brand, and a clear purpose for your message. Your message needs an intention and a hook for the reader to get interested in it and specifically speak to the audience that you're targeting. You know who they are, because you're going to be targeting them within this platform. Before crafting your message consider the experience your audience will have with your message from start to finish. Put yourself in your reader's shoes and how would you react? At the bottom of the screen you'll find an option for a custom footer.
This is a great place for your promotional terms. If you choose No you will be taken directly to the creative and URL setup page. When I select Yes and then click Next I am taken to the terms and conditions footer setup page. On the right hand side there are some Tips and best practices already included for you. Here's an example of a promotional terms that can be added to this custom footer. This is an optional field and is not required unless you need it. Once you're ready to move forward to the next step you can simply click Next.
Please remember, if you hit Cancel campaign your progress will not be saved. Before crafting your message consider the experience your audience will have with your message from start to finish. Put yourself in your audience's shoes and read through the message out loud. Now is a great time to consider who you want to reach and what you'd like to say to them. Be sure to check out the Marketing Solutions business micro site to get access to Success stories via case studies and customer examples, as well as Resources, like best practices and guides.
- What is Sponsored InMail?
- Setting up and managing your campaign
- Crafting your message
- Adding your bid and budget, and setting your campaign live
- Reporting on your campaign