webinar: get more out of linkedin marketing with tips from our team
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#LinkedInMktg
Keith Richey Director, Global Marketing December 9, 2015
Get more out of LinkedIn marketing with tips from our team
#LinkedInMktg
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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
#LinkedInMktg
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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event
#LinkedInMktg
Evolution of LinkedIn
#LinkedInMktg
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#LinkedInMktg
2010
#LinkedInMktg
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
32M
400M+
Professionals join daily
#LinkedInMktg Peers
1MM+ posts/wk in Groups 130k/wk Member Posts
News 2MM+ Publishers
LinkedIn Pulse
Brands 7MM+ Company Pages
Company Updates 18MM+ Slideshares
Elevate
Education 270k+ Lynda videos
Professional Publishing Platform
Thought Leaders 500+ Influencers
#LinkedInMktg
2015
#LinkedInMktg
10 Pieces of content
are consumed before a purchasing decision
is made
90% Before customers reach out directly
It’s a challenging world
Source: Forrester, “Accelerating Revenue in a Changed Economy”
Source: Zero Moment of Truth Study, Google
#LinkedInMktg
Relevant content is the answer.
#LinkedInMktg
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
The only full-funnel professional platform
#LinkedInMktg
Measurement for Success:
• Quality Traffic
• Engagement
• MQLs
• Pipeline
Success metrics
#LinkedInMktg
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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event
#LinkedInMktg
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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event
#LinkedInMktg
• Reach quality new audiences
Objective – Brand Awareness
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• 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 380M professionals LinkedIn Onsite Display
#LinkedInMktg
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• 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
#LinkedInMktg
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Drive Awareness for LinkedIn Marketing Solutions
§ Reach across the web
§ All IAB ad units for maximum performance
#LinkedInMktg
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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event
#LinkedInMktg
Content is core
EVENTS
CAMPAIGNS SOCIAL + ONLINE
CONTENT
#LinkedInMktg
Not more content, more relevant content
#LinkedInMktg
The visual is the new headline!
#LinkedInMktg
Big Rock content fuels performance
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Extend the mileage with ‘turkey slices’
#LinkedInMktg
LinkedIn Showcase Page is a key content hub
#LinkedInMktg
§ High engagement
§ Quality traffic
§ High quality leads
Sponsored Updates drive results
#LinkedInMktg
Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates
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Sponsored Updates + Onsite Display = more leads
#LinkedInMktg
Sponsored Updates best practices
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• Visual is the new headline
• Keep it short & sweet
• Snackable stats work wonders
• Variety is the spice of life
#LinkedInMktg
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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event
#LinkedInMktg
Multi-channel approach to launching Lead Accelerator
SalesDev
Lead Accelerator
Sponsored Updates Social feeds
Onsite Display
Webcasts
Landing Page
Channels
Landing page
Sponsored InMail
Blog Network Display
#LinkedInMktg
With Direct Sponsored Content, reach your target audience without publishing on your Company Page
Personalize
Test
Control
#LinkedInMktg
#LinkedInMktg
Week 1: Funnel vs Marketer Photo
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#LinkedInMktg
A/B testing for creative optimization
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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event
#LinkedInMktg
Driving leads with content
MQL
Lead Capture No Yes
Revenue Sales
SDR Sales Qualified?
BIG ROCK (Gated)
Nurture
No Yes
#LinkedInMktg
#LinkedInMktg
#LinkedInMktg
DISPLAY AD
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• 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
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John Smith
DISPLAY AD #1
SU #1
#1
#LinkedInMktg
LinkedIn Lead Accelerator Marketing automation for display and social advertising
#LinkedInMktg
Our Lead Accelerator streams Homepage Bouncers “Engaged” Lead
Accelerator Sponsored Updates
Week 1
Week 3
Week 2
Week 4
#LinkedInMktg
What makes a good Display Ad? Lead Accelerator
1,395 Impressions per Actions
Clear with the title of the webcast and CTA clearly visible
1,620 Impressions per Actions
Bright, colourful, contrasting to most online pages
#LinkedInMktg
What makes a good Display Ad? Lead Accelerator
13,126 Impressions per Actions 7,521 Impressions per Actions
Red version wins. Why? It is brighter and the image looks clearer
#LinkedInMktg
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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event
#LinkedInMktg
Sponsored InMail is a great way to expand the reach of your campaigns
• Campaign: o FinanceConnect Live Streaming Event – May 2015
o Traditional email was not driving sufficient registration
• Solution: Sponsored InMail to new prospects not in our email database
#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
#LinkedInMktg
Sponsored InMail delivers a big registration boost
24.61% Open Rate 0.74% CTR
41.75% Open Rate 8.71% CTR
Traditional Email Sponsored InMail
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Sponsored InMail Drove 47% of Registrations
#LinkedInMktg
Measurement for Success:
• Quality Traffic
• Engagement
• MQLs
• Pipeline
Success metrics
#LinkedInMktg
Measurement for Success:
• Quality Traffic – 72% Manager+
• Engagement – 24X blog visitors YOY
• MQLs – 70% of MQLs from content
• Pipeline – 35% new biz from marketing
Success metrics
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