Live Webinar: Get More Out of LinkedIn Marketing with Tips From Our Team
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Interested in fueling even better results with marketing on LinkedIn? Here’s your chance to hear firsthand how the LinkedIn marketing team achieves success. I’ll share our secrets and best practices that you can implement immediately. -Join me to enhance your marketing as you learn how we harness the power of LinkedIn to: - Build awareness and shift perception among the right target audiences - Demonstrate thought leadership - Nurture prospects with content until they are ready to buy - Drive more qualified leads faster than ever before
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Live Webinar: Get More Out of LinkedIn Marketing with Tips From Our Team
- 1. #LinkedInMktg Keith Richey Director, Global Marketing August 25, 2015 Get More Out of LinkedIn Marketing with Tips From Our Team
- 2. 2 How to Engage with Us Got a question? Submit it in the Webex Q&A box Recorded? Of course! Feedback? Survey will be available at the end of the Webinar Follow us: Twitter: @LinkedInMktg LinkedIn www.linkedin.com/company/linkedin-marketing-solutions
- 3. 3 Agenda for Today’s Webinar The marketing challenge Our content marketing approach Our best practices on LinkedIn
- 4. #LinkedInMktg It’s a challenging world Before customers reach out directly Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey” Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google
- 5. #LinkedInMktg Content is core EVENTS CAMPAIGNS SOCIAL + ONLINE CONTENT
- 6. #LinkedInMktg Not more content, more relevant content
- 7. #LinkedInMktg The visual is the new headline!
- 8. #LinkedInMktg Big Rock content fuels performance
- 9. #LinkedInMktg 9 Extend the mileage with ‘turkey slices’
- 10. #LinkedInMktg Driving leads with content MQL Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
- 11. #LinkedInMktg All it takes is creativity, consistency, and effective distribution
- 14. #LinkedInMktg 14 Onsite Display Network Display Sponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results
- 15. #LinkedInMktg • Target LinkedIn members with accuracy to drive brand objectives • Engage your audience in a high quality professional context • Deploy a variety of formats Reach and engage more than 300M professionals LinkedIn Onsite Display
- 16. #LinkedInMktg • Reach quality new audiences • Drive them to our site • Distribute top funnel content Example – Brand Awareness
- 17. #LinkedInMktg 17 Example – Share of Voice Sponsored Updates + Onsite Display = more leads Running Onsite Display together with Sponsored Updates allows us to have a greater share of voice, increasing the performance across channels.
- 18. #LinkedInMktg • Target professionals with accuracy and scale across the web • Reach your audience with frequency • Engage prospects on LinkedIn and beyond • Measure the impact of your programs Reach the right professionals wherever they travel LinkedIn Network Display
- 19. #LinkedInMktg 19 Example – LinkedIn Marketing Solutions Driving visitors to our site All IAB ad units for maximum performance
- 20. #LinkedInMktg Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates
- 21. #LinkedInMktg LinkedIn Showcase Page is a key content hub
- 22. #LinkedInMktg Customer engagement Quality traffic High quality leads – 30% of leads in any quarter Sponsored Updates drive results
- 24. #LinkedInMktg Sponsored Updates best practices 24 • Visual is the new headline • Keep it short & sweet • Snackable stats work wonders • Variety is the spice of life
- 25. #LinkedInMktg With Direct Sponsored Content, reach your target audience without publishing on your Company Page Personalize Test Control
- 26. #LinkedInMktg
- 27. #LinkedInMktg Week 1: Funnel vs Marketer Photo
- 28. #LinkedInMktg
- 29. #LinkedInMktg Drive more leads and get the attention of your highest-value audiences on LinkedIn with targeted messages delivered right to their inboxes LinkedIn Sponsored InMail
- 30. #LinkedInMktg Sponsored InMail: Targeted and personalized message delivered to the most engaged professional audience Raise brand awareness Drive Quality Leads Build Customer Relationships
- 31. #LinkedInMktg Sponsored InMail is a great way to expand the reach of your campaigns • Campaign: o FinanceConnect Live Event – May 7, 2015 o Promoting the streaming version of event o Email was the primary channel for promotion • Solution: Sponsored InMail to new prospects not in our email database
- 32. #LinkedInMktg InMail delivers a big registration boost 24.61% Open Rate 0.74% CTR 41.75% Open Rate 8.71% CTR
- 33. #LinkedInMktg Sponsored InMail is great tool for A/B Testing • Campaign: o Webinar “Harnessing the Power of the Full Funnel” in April 2015 o Promoted via email, Sponsored updates, blog and social media • Sponsored InMail Campaign o A/B Test the sender of the email o Hypothesis: Sends from a person will drive more registrations then from a company
- 34. #LinkedInMktg Which performs better: from a Person or Company? 3.9% CTR 7.6% CTR
- 35. #LinkedInMktg 35 Sponsored InMail Drove 47% of Registrations
- 36. #LinkedInMktg Sponsored InMail best practices 36 • Use targeting on LinkedIn to deliver the right message to the right person at the right time • Create a compelling inbox preview to drive opens • Develop personalized content that helps, vs strictly sells • Optimize your content for mobile engagement • Create a simple landing page with clear conversion path
- 37. #LinkedInMktg DISPLAY AD • Convert the 95% of web visitors who don’t provide email • Engage the 80% of known prospects who don’t open email • Evaluate the impact of your nurture programs Deliver more high quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content LinkedIn Lead Accelerator 3 7 John Smith DISPLAY AD #1 SU #1 #1
- 38. #LinkedInMktg LinkedIn Lead Accelerator Marketing automation for display and social advertising
- 39. #LinkedInMktg Our Lead Accelerator streams Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates Week 1 Week3Week2
- 40. #LinkedInMktg Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline Success metrics
- 41. #LinkedInMktg Measurement for Success: • Quality Traffic – 72% Manager+ • Engagement – 24X blog visitors YOY • MQLs – 68% of MQLs from content • Pipeline – 35% new biz from marketing Success metrics
- 42. #LinkedInMktg
Notas del editor
- I’m Keith Nice to be with you today, thanks for joining I’m going to share what’s new with LinkedIn that’s going to help you succeed with marketing I’ll take questions at the end Let’s get started
- A little about us… a lot about you We’ll use examples from customers as well as our own campaigns
- As a marketer, you know it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s empowered consumers have multiple tools in hand to find information about products, compare prices, get social recommendations and so on. And content is playing a huge role in the decision journey, making it easier for people to go through 90% of the journey. --------------- But brands do have an ‘in’ here. On average, people are consuming 10 of those pieces of content before making a purchase. So once you view the journey from the perspective of sharing content, it actually simplifies: you’re trying to reach the right people, and then nurture them, largely with content, until you acquire them
- Our blog is the centerpiece Blog gets leveraged in these channels, and we use it to feed a lot of the content in our sponsored updates
- Our Average Attention Span Is Now 8 Seconds – 1 Second Less Than A Goldfish According to the National Center for Biotechnology Information, at the U.S. National Library of Medicine, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013. This is one second less than the attention span of a goldfish. That’s right, goldfish have an attention span of 9 seconds – 1 second more than you and I.
- We aim to develop on ‘big rock’ per quarter, that will drive a lot of lead gen and can be carved up into smaller, snackable pieces to extend the shelf life. This was the dream of Jason Miller our content marketer who we hired last year, and it drove 40% of all leads in Q1, Q2 and Q3.
- I mentioned turkey slices on the previous slide, here’s how we carved up the Sophisticated Guide
- There are 3 keys to success with content marketing on LinkedIn: have an effective messaging strategy, get it in front of the right people, and understand the business problem you are trying to solve so you can put the right metrics into place. We’ve talked about effective messaging. Let’s talk targeting because that has been LinkedIn’s sweet spot since day one. Whether choosing to distribute content through sponsored updates, sponsored InMail, or good old banner campaigns, here’s a great place to start to understand LinkedIn’s targeting. It’s the self-serve ads platform available at LinkedIn.com/ads and you don’t have to put down a credit card to explore the targeting tool.
- How we drive content
- Stay on radar early in the purchase cycle If context is king, professional context of LI Onsite Display Put your brand in front of 340M professionals in the premium, high quality context of LinkedIn IAB-standard ads, and ad formats unique to LinkedIn like including Company Ads, Spotlight Ads What we use it for Brand Awareness Share of voice How we measure CTR CVR
- If you care about context + frequency, getting in front of the right audiences Reach prospects with accuracy & scale On LinkedIn, across LInkedIn’s network of 2500+ business publisher sites -- by targeting them through the Ad Exchanges but always in a brand safe environment. Access to reporting What we use it for Reach new audiences Brand Awareness How we measure it CTR New Visitors Cost Per New Visitor
- Down the funnel Great for sharing content, in the feed, where people are most engaged Across desktop, tablet and smartphone. Upper funnel and lower funnel objectives
- Showcase pages are extensions of the Company Page designed for spotlighting a brand, business unit, or initiative
- Lower half of the funnel where direct response goals reign supreme, Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level. Sponsored InMail is the most direct way to engage your prospects on LinkedIn. Dynamic delivery Optimized for mobile 60 day exclusive 40% Open rate
- Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level. Sponsored InMail is the most direct way to engage your prospects on LinkedIn. Our customers use Sponsored InMail to drive tangible DR metrics – leads, CPL, pipeline. And, they do that by getting the attention of the audiences they care about on by delivering targeted, personalized messages right into their LInkedIn inbox. It’s an establish product we’ve made even better including launching mobile in 2012
- Facilitator Notes: Targeting with InMail: Educate customers on value of our audience Targeting best practices Ideal target audience size
- LinkedIn Lead Accelerator helps you get to the ultimate goal -- lead conversions, pipeline contribution, customer acquisition an entirely new way to nurture your prospects. In fact, the very simple way to think about Lead Accelerator is that it is a marketing automation for digital media. Use Lead Accelerator to deliver more high-quality leads by engaging prospects anywhere online with relevant ads and content. Reach the 95% who don’t fill in a form The 80% who don’t open email
- Here are the 5 steps to deploying Lead Accelerator.