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Lead Generation on LinkedIn

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LinkedIn ROI Research
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Lead Generation on LinkedIn

  1. 1. Lead Generation on LinkedIn ​Jeff Weiner ​Chief Executive Officer ​Michelle Rhatigan ​Sr. Digital Account Manager Converge Consulting ​Nicole Hitpas ​Director, Program Marketing ​ Emory University #EDUCONNECT17
  2. 2. #EDUCONNECT17 LISTEN. FIND. MAXIMIZE. Lead Generation on LinkedIn #EDUCONNECT17
  3. 3. #EDUCONNECT17 Overview Converge + Emory Present Lead Generation on LinkedIn LISTEN Identify Your Audience MAXIMIZE Measure Your ROI FIND High-Impact Targeting
  4. 4. #EDUCONNECT17 Identify Your Audience LISTEN
  5. 5. #EDUCONNECT17 COMMUNICATION ENGAGE STAKEHOLDERS Align your team. • Leverage historical data • Create prospect personas • Give visibility into results Program Office Admissions Career Office
  6. 6. #EDUCONNECT17 High-Impact Targeting FIND
  7. 7. #EDUCONNECT17 HIGH-IMPACT TARGETING Understand your audience. • Industry + Years of Experience • Job Seniority + Function • Field of Study + Undergrad school • Feeder companies
  8. 8. #EDUCONNECT17 AD FORMAT STANDARD TEXT Create action-oriented messaging with impact. • Logo vs image • Strong copy • Regular bid adjustments • EDU CTR benchmark: 0.03%
  9. 9. #EDUCONNECT17 AD FORMAT SPONSORED CONTENT Offer high-value resources and program information. • Concise headline o Try a question or hook • Include strong imagery + video • Relate to your audience o Student stories o Alumni advice o Interesting facts or event recaps • EDU CTR benchmark: 0.35% o 10x increase from text ads
  10. 10. #EDUCONNECT17 AD FORMAT LEAD GEN Make it easy to inquire. • Minimize the number of fields o Avoid those requiring manual input • Include link for desktop users • Ensure there’s a clear next step • Compared to regular Sponsored Content o +18.5% click-through-rate o +87.9% conversion rate
  11. 11. #EDUCONNECT17 Measuring Your ROI MAXIMIZE
  12. 12. MEASURE + MAXIMIZE PUT YOUR DATA TO WORK Test, test, test. • Consistently rotate copy and imagery to understand what your ideal audience responds to • Create compelling ads for identified personas • Capitalize on the reporting tools on platforms #EDUCONNECT17
  13. 13. #EDUCONNECT17 • Listen: Know your audience. Utilize historical data to achieve optimal results. • Find: Connect with right-fit candidates through a mix of strategic ad types and placements. • Maximize: We know nothing without metrics. Set yourself up for success and make it easy to share ROI. KEY TAKEAWAYS. #EDUCONNECT17
  14. 14. #EDUCONNECT17 THANK YOU. QUESTIONS? @convergeorg convergeconsulting.org #convergepresents @emorygoizueta goizueta.emory.edu #MeetGoizueta

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