Updates Are Ad(ding) UpLinkedIn is coming in hot this week with new ad tools to help maximize your campaigns.
First up, Document Ads will enable users to promote long-form documents (white papers or eBooks) in user feeds by teasing out a few pages. This can entice users to download the full piece. (We all remember the impact of the brilliant art of the tease.)
The new feature reflects the recent shift toward linkless content and allows you to build brand awareness through thought leadership. If you add a lead-gen form, you can also gather more insight into the users who are interested in your documents. If you make your document free to download, LinkedIn can also provide data on which members downloaded it.
Another new notable feature is the ability to upload your data on offline conversions — like the success rates for cold calling efforts or that list of people who stopped by your booth at a conference — and integrate it with your LinkedIn analytics, for a wider view of your marketing efforts. Utilizing the LinkedIn Campaign Manager or LinkedIn Marketing Partner allows you to compare the data to your online conversions (i.e. people interacting with your ads) and optimize your strategy accordingly going forward.
These smart new tools can truly get your content in front of new users and aid in your efforts to understand your audience through data.
TL;DR: LinkedIn rolled out two new updates: Document Ads for long-form content and the ability to measure offline conversion data in the app. Use them to supercharge your ads on the platform.
Why Can't Memes Be Friends?Ah, memes, once a strange term for many, they now fill our social media feeds and are woven into many daily communications. They can also effectively engage your audience with one of the best tools in a marketer’s toolbox — humor.
B2B marketers might be thinking: what do you mean I can meme? Just like there’s a time and a place for emojis, memes are all about execution.
If you’re still not convinced, consider this: More than half of 13- to 35-year-olds send memes weekly, and at least 30% exchange them daily. They’re more shareable and relevant than explicitly promotional posts and can even improve traffic on your social media and website. Memes are disruptive (especially if you’re experimenting with them for the first time) and can break up the routine of your typical content marketing — differentiating you from the herd. They also help you easily insert your brand into the relevant cultural conversation.
Whether you use a meme generator, partner with a meme creator (Yes, they exist), or make it all on your own, successful memeing is all about taking an already popular meme and modifying it to fit your brand’s messaging.
Looking specifically for B2B memes? Poke around B2B influencer pages or even this round-up of B2B memes for inspiration. Branch out with your social listening to include trending memes and topics to stay on top of the latest.
Just remember: Keep it short, timely, and easy to read. TL;DR: A staple of visual online communication, memes are creeping into marketing, and B2B brands can use them to their advantage to create relevancy.
What Lit Us Up
Beyond Pink RibbonsEach October, countless brands show support for Breast Cancer Awareness Month, but few do it with as much grace and authenticity as Alexis Bittar’s Living Beyond Breast Cancer campaign. The Brooklyn-based lifestyle and jewelry brand created a portrait series of seven breast cancer survivors navigating their recovery journey to reduce stigma and inspire hope. In conjunction, Alexis Bittar will donate 50% of all sales made online and in-stores on October 19 and 20 to Living Beyond Breast Cancer, a national nonprofit that connects those impacted by breast cancer with trusted information and a community of support.
While many brands’ campaigns for breast cancer awareness focus on disease eradication, Alexis Bittar’s intimate portraits seek to represent and celebrate these women where they’re at — scars and all. In the first shot, each woman was asked to dress as if she were going to a party. In the second, they were directed by the photographer to celebrate their bodies post treatments and surgeries. One woman who opted to get a tattoo in lieu of reconstruction surgery post-mastectomy posed in a blazer showing it off. Another posed as a confident ballerina, revealing her mastectomy scar. Each photo set was accompanied by a short story about each individual’s experience with a breast cancer diagnosis, treatment, and survival. The jeweler promoted the series through its Instagram and Facebook pages as well as a video documenting the project.
Far from token pink ribbons or sanitized images of smiling cancer survivors, this thoughtful campaign centers the narrative on real people’s real experiences, emphasizing their complexity and resilience without covering up the challenges. When considering a brand campaign for Breast Cancer Awareness Month or any other sensitive and difficult topic, empower those at the center to share their unfiltered stories.
TL;DR: Jewelry brand Alexis Bittar’s Breast Cancer Awareness campaign went beyond performative support, allowing real survivors to take the spotlight.
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