LinkedIn Publishes B2B Branding Guide

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LinkedIn® recently released a pocket guide on how to optimize B2B brand marketing. And while this guide mostly pertains to marketing on LinkedIn, the information provided can definitely help improve your marketing strategies across multiple platforms.

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Some Focal Points Within LinkedIn’s Brand to Demand Pocket Guide

  • How can you accurately measure the impact of brand campaigns when the cause-and-effect is not as straightforward as direct response? (Hint: Give your campaigns time to play out and do their jobs!)
  • What’s the right targeting balance for branding efforts: narrowly focused or broader?
  • How can you integrate organic and paid tactics to maximize brand marketing effectiveness on LinkedIn?
  • What’s the right mix of rational vs. emotional ads?


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