A LinkedIn marketing manager is responsible for developing and executing marketing strategies and campaigns on the LinkedIn platform to achieve business objectives. This role encompasses a wide range of duties including managing LinkedIn company and showcase pages, optimizing profiles, developing targeted content, running Sponsored Content and Sponsored InMail campaigns, analyzing campaign performance and providing recommendations.
Key Responsibilities
Some of the key responsibilities of a LinkedIn marketing manager include:
- Developing and implementing the overall LinkedIn marketing strategy aligned with broader business goals.
- Managing the company’s LinkedIn page including optimizing profile information, images, banners and posts.
- Creating engaging text, image and video content for regular posting to build followers and engagement.
- Running LinkedIn Sponsored Content campaigns to promote content to relevant audiences.
- Managing LinkedIn Sponsored InMail campaigns to directly engage with prospects.
- Leveraging LinkedIn ads including Text Ads and Dynamic Ads to reach audiences.
- Analyzing campaign metrics and optimizing based on performance and budgets.
- Collaborating with sales teams to generate and nurture leads from LinkedIn.
- Conducting competitive research and analysis on LinkedIn.
- Keeping up-to-date with LinkedIn platform and product updates.
Skills and Qualifications
To succeed as a LinkedIn marketing manager, below are some of the must-have skills and qualifications:
- In-depth knowledge of LinkedIn platform – From profiles to company pages, content formats to advertising products, having a robust understanding of LinkedIn functionalities is critical.
- Expertise in content creation – Ability to create compelling written, visual and video content tailored for the LinkedIn audience and different campaign objectives.
- Strong analytical skills – Skill in digging into data and metrics to derive insights and optimize LinkedIn marketing efforts.
- Strategic thinking – Ability to identify objectives and formulate an effective overarching LinkedIn strategy.
- Project management skills – Proficiency in managing campaigns and projects end-to-end from planning to execution to analysis.
- Creativity – Bringing innovative ideas to design campaigns that capture attention on LinkedIn.
- Team collaboration – Partnering with sales, HR, execs and other stakeholders to align LinkedIn initiatives with their goals.
- Campaign management skills – Expertise in managing and optimizing LinkedIn’s suite of campaign products including Sponsored Content, Sponsored InMail, Text Ads, etc.
- Customer focused – Ability to create meaningful connections and relationships with prospects on LinkedIn.
- Results-driven – Tenacity to improve campaign performance and generate measurable ROI from LinkedIn marketing efforts.
Common Certifications
Though not always required, having certifications can bolster a LinkedIn marketing manager’s expertise. Some popular certifications include:
- LinkedIn Certified Professional
- HubSpot Inbound Marketing Certification
- Google Ads Search Certification
- Google Analytics Individual Qualification
- Facebook Blueprint Certification
Educational Background
A bachelor’s degree in marketing, communications, advertising or a related field is commonly required to work as a LinkedIn marketing manager. Some common degrees held by LinkedIn marketing managers include:
- Bachelor of Business Administration (BBA)
- Bachelor of Arts (BA) in Marketing
- Bachelor of Science (BS) in Advertising
- Bachelor of Communications
Coursework in areas such as digital marketing, social media marketing, market research, consumer behavior, brand management and data analytics can be useful. Ongoing LinkedIn training and certifications are a great supplement.
LinkedIn Marketing Manager Job Description
Here is an example of responsibilities and requirements that may be seen in a LinkedIn marketing manager job description:
Responsibilities
- Manage the company’s presence on LinkedIn including profiles, Showcase pages and content strategy.
- Create and manage LinkedIn ad campaigns including Sponsored Content, Sponsored InMail and Text Ads.
- Develop engaging text, image and video content for regular posting on LinkedIn.
- Conduct competitive research and analysis on LinkedIn to inform strategies.
- Set performance goals and optimize campaigns to hit KPIs.
- Track campaign metrics and generate reports on LinkedIn marketing performance.
- Collaborate with sales teams to generate leads and accelerate the sales cycle.
- Keep updated with new LinkedIn platform features and products.
- Perform A/B testing to identify most effective approaches.
- Manage relationships with LinkedIn account representatives.
Requirements
- Bachelor’s degree in Marketing, Communications or related field.
- 3+ years experience with managing LinkedIn marketing initiatives.
- Working knowledge of key LinkedIn products and features.
- Experience using LinkedIn Campaign Manager and LinkedIn analytics.
- Strong project management and organizational abilities.
- Expertise creating written, visual and video content for LinkedIn.
- Ability to derive insights from campaign data and metrics.
- Creative thinker skilled at developing innovative campaigns.
- Strong collaboration skills and cross-functional team experience.
Career Paths for LinkedIn Marketing Managers
LinkedIn marketing managers can progress their careers in a few different directions, including:
- Senior LinkedIn Marketing Manager – Taking on more responsibility leading LinkedIn marketing for the entire company vs. specific campaigns or segments.
- LinkedIn Marketing Director – Overseeing LinkedIn marketing strategy and managing a team of LinkedIn marketing managers.
- Head of Social Media Marketing – Graduating from managing just LinkedIn marketing to lead all social media marketing channels.
- CMO – With further experience, becoming the overall head of marketing overseeing organic and paid efforts across channels.
Conclusion
A LinkedIn marketing manager role is focused solely on maximizing marketing results from the LinkedIn platform. This encompasses managing LinkedIn pages and Showcases, creating engaging content, running Sponsored Content and Sponsored InMail campaigns, collaborating with sales, tracking performance metrics and staying on top of new LinkedIn developments. Success requires a mix of marketing, content creation, analytical, project management and technical LinkedIn platform skills. With ample experience, LinkedIn marketing managers can rise through the ranks to lead broader social media or overall marketing functions.
