Insights Unlocked: LinkedIn Marketing Strategies (Organic and Paid) That Work

Episode Release Date: February 21, 2025
Host: Nathan Isaacs
Guest: Perna Virjee, Principal Consultant and Global Program Manager at LinkedIn, Author of "High Impact Content Marketing"

Introduction

In this episode of Insights Unlocked, Nathan Isaacs engages in a comprehensive discussion with Perna Virjee, a seasoned LinkedIn consultant and author of High Impact Content Marketing. The conversation delves into effective LinkedIn marketing strategies, emphasizing the synergy between organic and paid approaches. Perna shares her expert insights on navigating the vast sea of content on LinkedIn, leveraging thought leadership, and harnessing the power of video to create impactful marketing campaigns.

The Challenge of LinkedIn Marketing in 2025

Nathan Isaacs (00:02):
Introduces the episode's focus on cutting through the overwhelming volume of LinkedIn content—"With millions of posts competing for attention every minute, how can you make your brand stand out?"

Perna Virjee (02:36):
Highlights the staggering statistics of content consumption:

• 300 feet of daily scrolling by users (02:13)
• 1.5 million pieces of content engaged with every minute on LinkedIn (02:13)

Key Insight:
The sheer volume of content necessitates a strategic approach to capture and retain audience attention.

Integrated Organic and Paid Strategies

Perna Virjee (02:36):
Emphasizes the importance of a balanced strategy:

• Organic Content: Nurtures existing followers, building a loyal community.
• Paid Ads: Introduces the brand to new audiences, planting new seeds.

Notable Quote (04:10):
"Paid plants new seeds, and organic is tending the field."

Key Insight:
An integrated approach, combining both organic and paid efforts, maximizes reach and engagement while optimizing budget efficiency.

Metrics and Benefits of an Integrated Approach

Nathan Isaacs (05:45):
Explores the metrics that demonstrate the effectiveness of combining organic and paid strategies.

Perna Virjee (06:25):
Shares compelling statistics from LinkedIn research:

• Followers exposed to both organic and paid content are 61% more likely to convert than those exposed to paid alone (06:25).
• Combining both strategies reduces the cost per conversion by 12% and increases the overall conversion rate by 14% (06:25).

Notable Quote (06:25):
"Organic doesn't cost you any money, but if you add it, it just makes your existing budget work harder."

Key Insight:
Integrating organic and paid strategies not only enhances conversion rates but also ensures a more efficient allocation of marketing budgets.

Leveraging Organic Content to Inform Paid Strategies

Nathan Isaacs (08:31):
Discusses the role of organic content as a testing ground for paid campaigns.

Perna Virjee (09:24):
Explains how brands can use organic posts to gauge audience reactions and refine their paid strategies:

• Test Creative Content: Use loyal followers to experiment with different creatives.
• Benchmarking: Measure engagement to identify what resonates before boosting posts.

Notable Example (09:24):
Samsung's shift from promotional content to human interest stories during CES, resulting in increased engagement.

Key Insight:
Organic content serves as a dynamic laboratory, allowing brands to experiment and fine-tune their messaging before scaling with paid ads.

Importance of Quality Content in Campaigns

Nathan Isaacs (17:28):
Introduces the significance of high-quality content in influencing paid campaign effectiveness.

Perna Virjee (17:49):
Illustrates with historical examples:

• Orange Juice: Transformed from surplus to breakfast staple through strategic marketing.
• Diamond Rings: Associated with eternal love during the Great Depression, revolutionizing the diamond industry.

Notable Quote (18:07):
"Quality content can move mountains."

Key Insight:
High-quality, creative content not only engages audiences but can fundamentally reshape market perceptions and drive long-term success.

Effective Ad Creatives and Trends on LinkedIn

Nathan Isaacs (25:08):
Emphasizes the necessity of a well-defined strategy to guide content creation and distribution.

Perna Virjee (25:59):
Highlights current trends in LinkedIn ad creatives:

1. Video Content:

   • Explosion of Video Usage: 34% increase in video uploads year-over-year.
   • Short-Form Vertical Videos: High engagement rates due to their personal and authentic nature.

   Notable Quote (26:30):
   "Short-form vertical video is really where it's at."

2. Thought Leader Ads:

   • Unique to LinkedIn, these ads allow companies to boost content from employees or influencers, adding a personal touch.

   Notable Quote (27:15):
   "Thought Leader Ads help build a personal touch rather than the same old generic stock image ads."

3. Sponsored Newsletters and Connected TV (CTV):

   • Sponsored Newsletters: Extend content reach within the platform.
   • Connected TV: Utilize existing assets for omnichannel marketing without reinventing content.

Key Insight:
Staying abreast of LinkedIn's evolving ad formats and trends, particularly video and thought leadership content, can significantly enhance campaign performance and audience engagement.

Strategy and Consistent Branding

Nathan Isaacs (29:50):
Reiterates the importance of having a clear strategy for LinkedIn presence, focusing on long-term goals and consistent branding.

Perna Virjee (30:51):
Advocates for consistency in posting to build and maintain brand presence:

• Consistency: Posting regularly (e.g., once a week) to keep the audience engaged.
• Experimentation: Encourages trying different formats and styles to discover what resonates.

Notable Quote (31:15):
"Build your brand. And you can do it at a slower pace, of course."

Key Insight:
A consistent and strategic approach to content creation fosters brand recognition and trust, essential for sustained marketing success on LinkedIn.

Building Personal Brand and Trust

Perna Virjee (33:26):
Shares personal branding strategies:

• Authenticity: Presenting a genuine and relatable persona through content.
• Engagement: Posting content that reflects personal interests and expertise to build trust and credibility.
• Consistency: Maintaining a steady flow of content to keep the audience engaged over time.

Notable Quote (32:10):
"If you mess it up, don't worry. Like a day from now, no one will remember."

Key Insight:
Building a personal brand on LinkedIn enhances trust and fosters deeper connections with the audience, which in turn supports broader marketing objectives.

Encouraging Employee Engagement

Perna Virjee (22:27):
Discusses strategies to motivate employees to share company content organically:

• Proof of Concept: Demonstrating successful examples to encourage participation.
• Recognition: Showcasing and rewarding active participants.
• Ease of Sharing: Providing ready-made content snippets and encouraging pride in the workplace.

Notable Quote (22:27):
"Encourage them to share more, give them some kudos for it, showcase them as examples."

Key Insight:
Employee advocacy amplifies brand reach and authenticity, making marketing efforts more effective through genuine endorsements.

Indicators for Boosting Organic Posts

Nathan Isaacs (23:48):
Inquires about criteria for deciding when to boost an organic post.

Perna Virjee (23:48):
Outlines key indicators:

• High Engagement: Posts with significant likes, comments, and shares.
• Target Audience Alignment: Content that resonates with desired demographics.
• Performance Metrics: Impressions and engagement rates indicating potential for broader reach.

Notable Quote (23:48):
"If you see it getting a good amount of engagement and from the type of customers that you wanted to, then... why not put some money behind it."

Key Insight:
Identifying and boosting high-performing organic content can effectively extend its reach and impact, maximizing marketing investments.

Concluding Remarks and Learnings

Perna Virjee (33:26):
Provides resources for further engagement:

• LinkedIn Profile: @purunaviuchi
• LinkedIn for Marketing Page: usertesting.com/podcast
• Book Availability: High Impact Content Marketing on Amazon, Barnes & Noble, and local bookstores.

Nathan Isaacs (33:55):
Wraps up the session, encouraging listeners to explore additional resources and apply the discussed strategies.

Key Takeaway:
A strategic blend of organic and paid LinkedIn marketing, supported by high-quality content and consistent engagement, is essential for building a strong brand presence and driving meaningful business results.

Final Thoughts

This episode of Insights Unlocked provides a wealth of actionable insights for marketers aiming to optimize their LinkedIn strategies. By integrating organic and paid efforts, focusing on quality content, leveraging new ad formats, and fostering authentic engagement, brands can effectively cut through the noise and connect with their target audiences on a deeper level.

For those looking to enhance their LinkedIn marketing prowess, Perna Virjee's expertise offers a valuable roadmap to navigating the platform's complexities and harnessing its full potential for business growth.

Listen to the full episode and explore more insightful discussions on usertesting.com/podcast.