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Webinar: Best practices for marketing on LinkedIn
The document outlines best practices for marketing on LinkedIn, emphasizing four keys to building a brand: finding the audience, shaping perception, establishing trust, and building strong communities. It highlights the effectiveness of targeted advertising methods such as display ads, sponsored updates, and sponsored InMail for generating leads and raising brand awareness. Additionally, it underscores the importance of a strong content marketing strategy and engagement with professionals through a company page and relevant content.
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Webinar: Best practices for marketing on LinkedIn
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- 2. Best Practices forMarketing on #LinkedInMktg LinkedIn Keith Richey Global Group Manager, Marketing September 10, 2014
- 3. Consumer evolution Marketingbest practices Our team’s approach #LinkedInMktg
- 4. Your buyers’ behavioris forever changed #LinkedInMktg
- 5. 60% Through the buying cycle #LinkedInMktg 5
- 6. #LinkedInMktg Mobile atthe Center of Consumers’ Lives 12:00 PM 6:00 AM 9:00 PM 9:00 PM
- 7. #LinkedInMktg Be accurateBe helpful Be everywhere 7 And what does it mean to your brand? Three new keys to success:
- 8. #LinkedInMktg Consumer evolution Marketing best practices Our team’s approach
- 9. #LinkedInMktg 4 keysto 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 keysto 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 keysto 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 keysto 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 Yourdestination 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
- 22. Sponsored Updates deliverrich content across all devices in the LinkedIn feed #LinkedInMktg 22
- 23. 50% morelikely 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 keysto 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 leadershipwith 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 keysto 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 theclick-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 Senda 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 acrossLinkedIn 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% ofnew 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
- 32. #LinkedInMktg Consumer evolution Marketing best practices Our team’s approach
- 33. Our blog iscore to our content marketing strategy #LinkedInMktg EVENTS SPONSORED UPDATES SOCIAL + ONLINE BLOG
- 34. Blog: Focus onrelevance, variety, frequency #LinkedInMktg
- 35. #LinkedInMktg Big Rockcontent fuels performance
- 36. LinkedIn Showcase Pageas key content hub #LinkedInMktg
- 37. #LinkedInMktg Sponsored Updatesdrive results Customer engagement Channel traffic High quality leads
- 38. Targeted InMails complementthe feed with even more #LinkedInMktg personal communication
- 39. #LinkedInMktg Be accurateBe helpful Be everywhere 39 Keys to Success
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Editor's Notes
- #7 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.
- #8 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.
- #9 I’ll talk first about best practices for brand building, and then transition to talking about best practices for lead gen
- #10 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.