LinkedIn Sponsored Updates for lead generation
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General guidelines for selecting content to distribute on a professional social network, as well as tactical best practices for optimizing conversions
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LinkedIn Sponsored Updates for lead generation
- 2. Jaime Pham Content Marketing Consultant LinkedIn Social Lead Generation Using native content promotion to convince and convert
- 3. 3 Setting the tone The professional mindset
- 4. 4 If content is king and distribution is queen, then context is the kingdom
- 5. 5 Be Helpful Professionals are looking for insights that will help them be more productive and successful
- 6. Be Knowledgeable The research shows that the IT committee is looking for experts and thought-leaders.
- 7. 7 leverage existing relationships engage before you ask don’t just talk about yourself great stories are memorable Be Social
- 8. 8 With lightweight, middleweight, and heavyweight content Mix it up
- 9. Rule #1 of content marketing: know what your audience wants to hear 9 Why do members follow companies? To learn about the company * 73% To stay informed on the industry 69% I used to work for the company 47% Top content type that tech followers in the US want to receive New product launches (62%) Tech Events (61%)
- 10. What your non-followers are sharing LinkedIn Internal Data based on Member shares from 7/1 through 7/31 employee engagement entrepreneurship leadership android cloud computing Example Articles per Trending Topic • Five Reasons Why CEOs Should Love the Cloud : linkedin.com • Don’t Sell a Product, Sell a Whole New Way of Thinking : blogs.hbr.org • The Battle for the Internet of Things, and the Winner is… : linkedin.com • Why A Stupid App Like Yo May Have Billion-Dollar Platform Potential : techcrunch.com • What Predicts Success? It's Not Your IQ : linkedin.com • The Best Leaders at Google Aren't Stanford/MIT grads with Perfect SATs : inc.com • Don’t Waste Your 20s at Google or McKinsey : linkedin.com • 33 Entrepreneurs Share Their Biggest Lessons Learned from Failure : huffingtonpost.com • Micromanagers: Flushing Companies Down the Toilet, One Detail at a Time : linkedin.com • 15 Signs You Have a Bad Boss : linkedin.com
- 11. Mapping content to the funnel 11
- 12. Infographics, blog posts, webinars, best practice guides, industry trends Case studies, product reviews, analyst reports, webinars, ROI calculators, newsletters, white papers, research briefs Product demos, trials, product reviews and comparisons, analyst reports Recommendations, case studies, product news, tutorials Consideration Awareness Purchase Retention
- 13. 13 Capturing the lead Best practices for optimizing conversions
- 14. Once the member clicks your update, delight them with an experience on your website that will convert. Optimize Your Landing Pages Landing pages should create a seamless experience from the update, providing a little more info than what was in the update -- with a prominent call to action to download your content to see the rest.
- 15. Most importantly, make sure your landing page is mobile responsive – otherwise you are wasting leads. Optimize Your Landing Pages 67% of clicks from Sponsored Updates will come from mobile.
- 16. Optimize Your Landing Pages No one wants to spend time filling out a lengthy form. Only capture the information you absolutely need – this will help with conversions, especially on mobile. Marketo reports a $10 drop in CPL when shortening a form from 9 fields to 5 Keep your forms short
- 17. 17 Examples
- 18. Companies that deliver value and collect leads Pages to follow
Notas del editor
- Our members are exceedingly professional, but their individual careers and experiences are decidedly personal.
- Do you walk up to a cute man or woman at a cocktail party and just ask for their number? No! At least, I hope not. Introduce yourself. Be entertaining. Add a little value to your prospect’s life before asking for the contact information Leverage existing relationships: at a party, you have some connection in common and you start there. In social media, your employees already have robust networks. So do the people engaging with your content. Distribute your valuable insights through your employees, and remember that shared content has a much higher engagement rate than the initial distribution. Social validation is powerful.
- In summary, remember that your followers have some pre-existing relationship with your brand and can be a great place to test the heavier content that deserves a registration form. But for your non-followers, they’d better know who you are and have some idea of what you do and what you stand for before they will share their contact information with you. Use lightweight and middleweight content to warm them up first, and curate that content with an aim to establish expertise, be helpful, and inspire through storytelling.
- *news, community, products, financial and investment
- ITDMs = IT/ENG Function AND Manager+ Seniority http://gigaom.com/2013/12/07/why-cognition-as-a-service-is-the-next-operating-system-battlefield/ http://www.usatoday.com/story/tech/2013/12/01/amazon-bezos-drone-delivery/3799021/ http://www.forbes.com/sites/meghanbiro/2013/12/15/leadership-is-about-emotion/ https://www.linkedin.com/today/post/article/20131212192243-2293140-the-dilemma-s-innovator-the-next-10-years-will-either-happen-to-us-or-because-of-us http://www.linkedin.com/today/post/article/20131208073240-52594-the-truth-about-360-degree-feedback http://www.forbes.com/sites/erikaandersen/2013/12/23/want-to-succeed-dont-check-your-email-and-work-out-at-lunch/ http://www.forbes.com/sites/gregsatell/2013/12/14/in-2014-every-business-will-be-disrupted-by-open-technology/ http://www.linkedin.com/today/post/article/20131229234111-8451-why-i-have-become-pessimistic-about-indian-i-t http://www.forbes.com/sites/gilpress/2013/12/12/16-1-billion-big-data-market-2014-predictions-from-idc-and-iia/ http://www.businessnewsdaily.com/5671-how-to-keep-your-business-secure-in-2014.html
- Most top funnel content should not be gated. Even webinars should have a minimal barrier to entry. At the consideration level, give away for free as much of this content as you can. When you do gate, give as much teaser information as possible so that your audience knows they will get some value in exchange for their email address. Finally, don’t forget about using content to retain customers and create advocates. On a side note, if you have not seen Jason Miller’s “Big Rock Content” presentation try to catch him the next time his name pops up on an industry event. He talks about how easy it is to make one really useful piece of content last all quarter.