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Pubcon 2016 Presentation: LinkedIn Marketing

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Pubcon 2016 Presentation: LinkedIn Marketing

  1. 1. #Pubcon | @JanetDMiller LinkedIn Marketing Presented by: Janet Driscoll Miller Marketing Mojo October 12, 2016
  2. 2. #Pubcon | @JanetDMiller
  3. 3. #Pubcon | @JanetDMiller BEFORE YOU GET STARTED…
  4. 4. #Pubcon | @JanetDMiller
  5. 5. #Pubcon | @JanetDMiller SET YOUR EXPECTATIONS
  6. 6. #Pubcon | @JanetDMiller Social Is Not Search INTENT (SEARCH ENGINES) IDENTITY (SOCIAL MEDIA)
  7. 7. #Pubcon | @JanetDMiller The Intent Challenge • “Social Media Management Software” – Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term?
  8. 8. #Pubcon | @JanetDMiller Why LinkedIn? REACH. • World’s largest, most popular professional network • Over 380M members worldwide
  9. 9. #Pubcon | @JanetDMiller Why LinkedIn? Targeting options. Demographic Targeting Options Location Continent Country State City Companies Name Industry Company size (also exclude current customers) Job Title Title Function Seniority School School Name Field of Study Field of Study Degree Degree Skills Skill Name Group Group Name Gender Gender Age Age
  10. 10. #Pubcon | @JanetDMiller Conversion Tracking • NEW! Launched September 8, 2016 • Set up conversions similar to how you set up conversion tracking for Facebook, AdWords, etc.
  11. 11. #Pubcon | @JanetDMiller LinkedIn Does Not Have… • Retargeting • Dayparting • Mobile display ads • Ad network
  12. 12. #Pubcon | @JanetDMiller Your LinkedIn Ad Options LinkedIn Marketing Solutions Self-Serve Ads Sponsored Updates
  13. 13. #Pubcon | @JanetDMiller
  14. 14. #Pubcon | @JanetDMiller LinkedIn Marketing Solutions: Display Advertising • Display advertising on LinkedIn • Run on a CPM basis – Reach target impressions • Managed by LinkedIn (not self-serve) • https://business.linkedin.com/marketing- solutions/products/display-advertising
  15. 15. #Pubcon | @JanetDMiller LinkedIn Display Advertising Pros and Cons Pros Cons High level of visibility Minimum insertion order of $25,000 over 3 months Not available on mobile May have to broaden target audience (May not be ideal for short timeframe campaigns) As low as $25 CPL CPM pricing Guaranteed delivery May have to broaden target audience or lengthen campaign to reach delivery target
  16. 16. #Pubcon | @JanetDMiller LinkedIn’s Mobile Traffic 48% 52% Desktop Mobile Source: LinkedIn, 2Q2015
  17. 17. #Pubcon | @JanetDMiller Your LinkedIn Ad Options LinkedIn Marketing Solutions Self-Serve Ads Sponsored Updates
  18. 18. #Pubcon | @JanetDMiller
  19. 19. #Pubcon | @JanetDMiller LinkedIn Self-Serve Ads • Text ads sometimes accompanied by video or image • Run on a CPM or CPC basis • Managed by YOU • https://business.linkedin.com/marketing- solutions/products/display-advertising
  20. 20. #Pubcon | @JanetDMiller LinkedIn Self-Serve Ads Pros and Cons Pros Cons High level of control No dayparting Only need 1,000 people in a targeting group Not available on mobile Small minimums ($2.00 CPC or CPM, $10 daily budget) No delivery guarantees Low CTR High degree of targeting Inventory reduced due to mobile Choice of CPM or CPC bidding As low as $20 CPL Cost has been increasing Schedule start and end dates
  21. 21. #Pubcon | @JanetDMiller Your LinkedIn Ad Options LinkedIn Marketing Solutions Self-Serve Ads Sponsored Updates
  22. 22. #Pubcon | @JanetDMiller
  23. 23. #Pubcon | @JanetDMiller LinkedIn Content Updates • Sponsored updates that appear in LinkedIn newsfeed • https://business.linkedin.com/marketing- solutions/products/native-advertising
  24. 24. #Pubcon | @JanetDMiller LinkedIn Sponsored Updates Pros and Cons Pros Cons Only ad unit available on mobile Demographic targeting available CPM or CPC basis High conversion rates (over 10%) As low as $20 CPL Expect costs to increase
  25. 25. #Pubcon | @JanetDMiller CASE STUDY: B2B ENTERPRISE SOFTWARE 0 50 100 150 200 250 300 350 400 PPC Alone PPC and LinkedIn Conversions 0 100 200 300 400 500 600 700 PPC Alone PPC and LinkedIn Cost Per Lead $- $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 PPC Alone PPC and LinkedIn Cost
  26. 26. #Pubcon | @JanetDMiller ROI of LinkedIn 1178% (pipeline)(revenue) ROI281%
  27. 27. #Pubcon | @JanetDMiller CASE STUDY: GRADUATE PROGRAM Measurement Change Qualified Lead Volume 103% Conversions 88% Conversion Rate 134% Cost/Conversion 69% Cost/Qualified Lead 71%
  28. 28. #Pubcon | @JanetDMiller INTEGRATION AND ATTRIBUTION
  29. 29. #Pubcon | @JanetDMiller Why integrate channels?
  30. 30. #Pubcon | @JanetDMiller Why integrate channels?
  31. 31. #Pubcon | @JanetDMiller Integration: It’s a piece of cake
  32. 32. #Pubcon | @JanetDMiller Layering Social Targeting (LinkedIn) Retarget (Google AdWords, Bing Ads, Twitter, Facebook, Pinterest)
  33. 33. #Pubcon | @JanetDMiller YOU CANNOT BUILD AN AUDIENCE RETROACTIVELY!
  34. 34. #Pubcon | @JanetDMiller Capitalize on Your Hard Work! • Retargeting – Put code on your site today! – You can’t build these audiences retroactively • Platforms – Google AdWords – Google Analytics – Bing Ads • Many cookies last at least 180 days › Facebook › Twitter › Pinterest
  35. 35. #Pubcon | @JanetDMiller Capitalize on Your Hard Work! • Email marketing – Try to capture emails at minimum – Use for email campaigns • Customer Match advertising – Platforms • Google AdWords • Facebook
  36. 36. #Pubcon | @JanetDMiller Google Analytics Tagging • Passes information from your destination URLs into Google Analytics • Tagging is automatic in Google AdWords by default • https://support.google.com/ analytics/answer/1033867?hl=en
  37. 37. #Pubcon | @JanetDMiller Fix Self-Referrals! • Google Universal Analytics can create self- referral issues • Self-referral: – Your site’s domain is listed as a referral site to itself • When you switch from Classic to Universal, you have to update the “referral exclusion list”
  38. 38. #Pubcon | @JanetDMiller How Self-Referrals Happen in Universal • Session length is 30 minutes by default Referral Source/Medium: Google/organic Referral Source/Medium: YourDomain.com/ referral
  39. 39. #Pubcon | @JanetDMiller What Happens When It’s Fixed? • Self-referral traffic becomes correctly attributed to the original source/medium
  40. 40. #Pubcon | @JanetDMiller How Do You Fix It? • Set referral exclusions under PROPERTY setting in Google Analytics • Select Tracking Info/Referral Exclusion List
  41. 41. #Pubcon | @JanetDMiller Landing Pages for LinkedIn • Remember that more than 50% of LinkedIn traffic is mobile – How can you make it easier for people to fill out a form? – Can you make the form shorter? – Can you use Google Chrome Autofill? – Consider using the Log In with LinkedIn button • Add data you already know via hidden fields
  42. 42. #Pubcon | @JanetDMiller Step by Step to Convert and Attribute 1. Put retargeting code on landing pages and website pages. 2. Run LinkedIn campaigns to targeted audiences. Tag campaign URLs. 3. Tag visitors accordingly, both with retargeting code and cookies. 4. Run retargeting campaigns on other platforms. 5. Upon conversion, pull down cookies with demographic data.
  43. 43. #Pubcon | @JanetDMiller Contact Info JANET DRISCOLL MILLER President and CEO Marketing Mojo 434.975.6656 x101 jmiller@marketing-mojo.com @janetdmiller

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