Find out how you can build the brand and generate leads for your business by marketing on LinkedIn. I'll be sharing best practices that both large and medium companies have used to achieve success, as well as tips my own LinkedIn marketing team uses.
9. #LinkedInMktg
4 keys to build your brand on LinkedIn
1 2 3 4
Find your
audience
Shape
perception
Establish
trust
Build strong
communities
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Followers
Groups
Measure and optimize
9
10. #LinkedInMktg
4 keys to build your brand on LinkedIn
1 2 3 4
Find your
audience
Shape
perception
Establish
trust
Build strong
communities
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Followers
Groups
Measure and optimize
10
11. #LinkedInMktg
Lives in
Dallas
Small business owner Heavy mobile
and iPad user
James Gill
Identity
11
12. #LinkedInMktg
Network & knowledge
500+
connections
Member of
groups about
entrepreneurship
Shares content
daily on LinkedIn
12
James Gill
13. #LinkedInMktg
313 Million+
Professionals just like him can be reached on LinkedIn through
powerful targeting capabilities
13
14. Target the customer
you need to reach
Target professionals who
live in target cities along key
routes
Identify members who
belong to LinkedIn groups
related to business travel in
Asia
#LinkedInMktg
14
“We knew we needed to advertise where business people – and especially the
business travelers – are going to be. They’re on LinkedIn.”
Dennis Owen
VP Marketing Americas, Cathay Pacific Airways
15. #LinkedInMktg
4 keys to build your brand on LinkedIn
1 2 3 4
Find your
audience
Shape
perception
Establish
trust
Build strong
communities
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Followers
Groups
Measure and optimize
15
16. LinkedIn Self-Serve Ads
Acquire customers for your
business with self-serve text ads
Generate leads with pay per
click performance advertising
Manage campaigns yourself
with our easy to use self-serve
interface
#LinkedInMktg 16
17. Standard Display Ads
Reach the right audience at the
right time on the most
accountable medium
Target influential professionals
with precision
Drive high-quality audiences to
your website
#LinkedInMktg 17
18. Standard Content Ads
Distribute your content directly to
LinkedIn members
Extend the reach of existing
collateral
Drive engagement with a rich
and varied format
Share multiple feeds in a
dynamically updated ad
unit
#LinkedInMktg 18
19. Build brand awareness
and leads with
targeted campaigns
Reached 170k business
decision makers
.07% CTR for branding ads
Numerous qualified
meetings scheduled as a
result
#LinkedInMktg
19
“LinkedIn helps you target the CIOs and senior IT executives you need to drive
new business.”
Jason Kane
Account Director, Anvil Media Inc. (agency)
20. #LinkedInMktg
4 keys to build your brand on LinkedIn
1 2 3 4
Find your
audience
Shape
perception
Establish
trust
Build strong
communities
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Followers
Groups
Measure and optimize
20
21. Company Pages
Your destination to establish your
company's identity and build
relationships with the world's
professionals
Share content and opportunities
to make professionals more
productive and successful.
#LinkedInMktg 21
23. 50% more likely to agree that
“Adobe is shaping the future of
digital marketing”.
79% more likely to agree that
“Adobe can help me optimize
my media spend”
#LinkedInMktg
23
Brand awareness with
Sponsored Updates
“Sponsored Updates allowed us to reach the right audience on the right channel,
ultimately helping to move the needle on a primary objective – to inform and
educate marketers that Adobe is an industry leader in providing digital marketing
solutions.”
- Maria Poveromo, Sr Director PR, AR and Social Media, Adobe
24. #LinkedInMktg
4 keys to build your brand on LinkedIn
1 2 3 4
Find your
audience
Shape
perception
Establish
trust
Build strong
communities
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Followers
Groups
Measure and optimize
24
25. Drive thought
leadership with a
Company Page and
B2B Group
82,000 group members
2.7% conversion rate,
3X higher than Facebook
and Twitter
#LinkedInMktg
25
“LinkedIn brings us in contact every day with B2B professionals that understand
the value of our products.”
Dan Slagen
Global Marketing Relations, HubSpot
26. #LinkedInMktg
3 keys to generate leads on LinkedIn
1 2 3
Find your
audience
Establish
trust
Be
personal
Geography
Function
Industry
Seniority
Company Updates
Sponsored Updates
Sponsored InMail
Spotlight Ad
Measure and optimize
26
27. 3X the click-to-conversion rate
seen on other leading social
channels.
Lower cost-per-lead without
lowering lead quality.
#LinkedInMktg
27
Sponsored Updates to
drive high-quality leads
“Including Sponsored Updates in our marketing mix has lowered overall cost per
lead, while maintaining the quality of our leads. At the same time, we’re getting
additional brand awareness as a benefit of organic sharing – and the targeting
capabilities are unmatched by any other social channel.”
- Gonzalo Mannucci, Demand Generation Leader, Bislr
28. Sponsored InMail
Send a personalized message
directly to a member’s inbox
Ensure standout; just one
message is sent every 60 days
Prompt user to take action with
customizable response button
#LinkedInMktg 28
29. Impact the right
decision makers with
Sponsored InMail
29% open rate
23% CTR
Qualified meetings with
people who met specific
criteria
#LinkedInMktg
29
“We can target exactly the people we want to reach while achieving the scale to
fulfill our campaign.”
J.P. Walti
Director of Demand Generation, Hearsay Social
30. Maximize reach
across LinkedIn
by combining Display, Sponsored
Updates, and InMail
InMail
Reach in the inbox on desktop
and mobile
Display
Reach across desktop pages
Sponsored Updates
Reach across all devices via
the LinkedIn feed
#LinkedInMktg 30
31. 26% of new leads come from
Display Ads; 6% of leads come
from updates.
Generated higher quality leads
than from any other channel
#LinkedInMktg
31
Awareness and leads
with display, inMail and
Sponsored Updates
“LinkedIn is a social network where we can specifically target people who are in a
position to be making important business decisions.”
- Betsy Schneider, VP of Marketing Services, BI Worldwide
We see the primacy of mobile in our own data as well. 45% of our member visits are mobile
How do you stay relevant and build your brand in the feed? It’s all about consuming content, it has to be mobile optimized and snackable.
In more practical terms, what does the new era of empowered, mobile consumers mean to your brand? 3 immediate implications:
You must know your customer well: who are they, where can you find them? And be confident that you’re reaching the right people.
Earn their trust by helping them reach their goals.
Finally, you need to be everywhere they are. Every touchpoint, every channel, because of how they’re always on.
I’ll talk first about best practices for brand building, and then transition to talking about best practices for lead gen
BRANDING SLIDE
Here are 5 simple stepsand products we recommend to help you get started:
Find your audience. Use LinkedIn’s powerful targeting capabilities to find exactly the right people.
Next, make sure these people understand what your brand is all about. Use visually impacting products like Video Ads, Content Ads and Company/Sponsored Updates to attract attention to your message and shape perception of your brand.
Then, establish trust with that audience from the very beginning by delivering relevant content that helps them become more productive and successful. Reach the followers you already have with Company Updates and expand your reach with Sponsored Updates. LinkedIn can always help you find the topics that resonate better with your audience.
Go one step further and create communities around your brand. Engage your Company Page followers and/or create a Group around a topic that you’d like your brand to be associated with.
Finally, extend the experience beyond LinkedIn.com – use our custom API’s to develop highly engaging branded apps and experiences for your audience wherever they are, leveraging all the powerful LI profile data.