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Live Webinar: What You Need to Succeed with Marketing on LinkedIn
The document outlines strategies for successful marketing on LinkedIn, emphasizing the importance of accurate targeting, timely content delivery, and full-funnel analytics to engage potential customers. It highlights various advertising formats such as sponsored updates and inmail, showing their effectiveness through case studies and metrics demonstrating increased engagement and lead generation. Overall, the document advocates for a focused, data-driven approach to nurture leads and enhance brand presence on the platform.
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Live Webinar: What You Need to Succeed with Marketing on LinkedIn
- 1. #LinkedInMktg Keith Richey Director, GlobalMarketing July 7, 2015 What you need to succeed with marketing on LinkedIn
- 2. #LinkedInMktg New keys tosuccess Our team’s approach Buyer evolution
- 3. #LinkedInMktg It’s a challengingworld Before customers reach out directly* Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google
- 4. #LinkedInMktg It’s a challengingworld Pieces of content are consumed before a purchasing decision is made** Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google
- 5. #LinkedInMktg Increase targeted reachand quality conversions 5 The challenge: Fill out a form* Open emails** Opportunities captured *B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013
- 6. #LinkedInMktg 6 Imagine if thefunnel worked like it should Reach only the right people Deliver highly relevant and helpful content Tailor your message based on where they are in the decision process
- 7. #LinkedInMktg 7 The only full-funnelprofessional platform Onsite Display Network DisplaySponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results
- 8. #LinkedInMktg New keys tosuccess Our team’s approach Buyer evolution
- 9. #LinkedInMktg Nurture Deliver helpful contentat the right time, based on who they are and what matters to them Measure Track branding and direct response impact with simple yet powerful analytics 9 3 keys to more effective marketing Reach Reach the right people with accurate targeting
- 10. #LinkedInMktg 2004 2005 20062007 2008 2009 2010 2011 2012 2013 2014 2015 32M 364M+ Professionals join daily
- 11.
- 12. #LinkedInMktg 12 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
- 13. #LinkedInMktg • Target LinkedInmembers with accuracy to drive brand objectives • Engage your audience in a high quality professional context • Deploy a variety of formats from IAB standard formats to highly engaging native ads such as Spotlight Ads and Follow Company Ads Reach and engage more than 300M professionals LinkedIn Onsite Display
- 14. #LinkedInMktg • Target professionalswho live in target cities along key routes • Identify members who belong to LinkedIn groups related to business travel in Asia Approach: “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 #LinkedInMktg
- 15. #LinkedInMktg • Target professionalswith accuracy and scale across the web • Reach your audience with frequency to increase awareness and engagement • Engage prospects on LinkedIn, business publisher sites, and beyond • Measure the impact of your programs with full funnel analytics Reach the right professionals wherever they travel LinkedIn Network Display
- 16. #LinkedInMktg OpenDNS reached, nurtured,and converted IT decision makers with LinkedIn Network Display and Lead Accelerator. • Drove more than 9,400 new website visits from IT pros • Increased engagement: 140% increase in page views per visitor; 64% increase in visits per visitor • Generated 280+ new leads Results: #LinkedInMktg
- 17. #LinkedInMktg Deliver rich contentin the LinkedIn feed across all devices LinkedIn Sponsored Updates
- 18. #LinkedInMktg Adobe shaped brandperception among marketing decision makers with Sponsored Updates • 50% more likely to agree that “Adobe is shaping the future of digital marketing” • 2.5x more likely to agree that Adobe’s Sponsored Updates “captured their attention” • 79% more likely to agree that “Adobe can help me optimize my media spend” Results: #LinkedInMktg
- 19. #LinkedInMktg • 38% moreleads than other social channels • 65% lower cost per lead than other social channels Results: “Sponsored Updates were a natural fit for us because members are looking to expand their knowledge base -- we could provide each of our target audiences content that addresses their unique business needs.” Lauren Pedigo Digital Marketing Manager, Kinvey #LinkedInMktg
- 20. #LinkedInMktg With Direct SponsoredContent, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control
- 21. #LinkedInMktg Test and optimizeyour reach to the right audience with the right message 66%higher CTR
- 22. #LinkedInMktg Drive more leadsand get the attention of your highest-value audiences on LinkedIn with targeted messages delivered right to their inboxes LinkedIn Sponsored InMail
- 23. #LinkedInMktg • 48% openrate • 11x higher response rates vs internal email • 73% lower cost per lead than competitor Results: “With Sponsored InMail, we hit a 48% open rate. Compared to our internal efforts, our Sponsored InMail response rates were 11x better.” Brett Chester VP of Online Marketing, Replicon #LinkedInMktg
- 24. #LinkedInMktg DISPLAY AD • Convertthe 95% of anonymous web visitors who don’t provide an email addresses • Engage the 80% of known prospects who don’t open your 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 2 4 John Smith DISPLAY AD #1 SU #1 #1
- 25. #LinkedInMktg LinkedIn Lead Accelerator Marketingautomation for display and social advertising
- 26. #LinkedInMktg “As soon asa prospect engages and shows interest in a particular program, they start receiving sequenced messaging that’s relevant to the specific program they’ve shown interest in. You can see the impact of this in the performance and you can see it in the quality of each lead.” Andrew Hickey Director of Digital Marketing, eCornell Results: • Conversion rates are 2x higher than normal marketing campaigns • Conversion rates from their Sponsored Updates nurture streams specifically were 4x higher than normal marketing campaigns • Cost per lead is 3x lower than what they’ve seen through traditional retargeting Nurture Stream: Visitors to Executive Leadership Certification Page Sponsored Updates Facebook News Feed Display #LinkedInMktg
- 27. #LinkedInMktg “We can reachprospects anywhere online and make every interaction with them more personal and relevant throughout the buyer’s journey.” Eric Hansen Director of Demand Generation, Cetera Financial Group Results: • Drove over 900 new website visits from finance professionals • Increased page views by 27% from visitors that were nurtured with display and social ads • Generated nearly $1 million in new business #LinkedInMktg
- 28. #LinkedInMktg 28 Onsite Display Network DisplaySponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics &reporting products that impact every stage of your funnel and get results
- 29. #LinkedInMktg Nurture Deliver helpful contentat the right time, based on who they are and what matters to them Measure Track branding and direct response impact with simple yet powerful analytics 29 Reach Reach the right people with accurate targeting 3 keys to more effective marketing
- 30. #LinkedInMktg New keys tosuccess Our team’s approach Buyer evolution
- 31. #LinkedInMktg Content is core EVENTS CAMPAIGNS SOCIAL+ ONLINE CONTENT
- 32. #LinkedInMktg Not more content,more relevant content
- 33. #LinkedInMktg The visual isthe new headline!
- 34. #LinkedInMktg Big Rock contentfuels performance
- 35. #LinkedInMktg 35 Extend the mileagewith ‘turkey slices’
- 36. #LinkedInMktg Driving leads withcontent MQL Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
- 37. #LinkedInMktg Blog: Focus onrelevance, variety, frequency
- 38. #LinkedInMktg The blogging foodgroups A steady diet of quality content for your blog Monday Tuesday Wednesday Thursday Friday Saturday Spinach Raisin Bran Chocolate Cake Roast Tabasco Spinach
- 39. #LinkedInMktg Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline Content success metrics
- 40. #LinkedInMktg LinkedIn Showcase Pageas key content hub
- 41. #LinkedInMktg § Customer engagement § Quality traffic § High quality leads – 30% of leads in any quarter Sponsored Updates drive results
- 42. #LinkedInMktg Targeted InMails complementthe feed with even more personal communication
- 43. #LinkedInMktg Our Lead Acceleratorstreams Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates Week1Week3Week2
- 44. #LinkedInMktg Full-funnel marketing drivesresults 47% % of total inquiries driven by social YTD 24x Increase in organic blog visitors YoY 6x Organic LMS website visits growth YOY 35% % of new customer acquisition sourced by marketing
- 45. #LinkedInMktg Nurture Deliver helpful contentat the right time, based on who they are and what matters to them Measure Track branding and direct response impact with simple yet powerful analytics 45 Drive more effective marketing Reach Reach the right people with accurate targeting
- 46.