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

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Page 1: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

#LinkedInMktg

 Keith Richey  Director, Global Marketing  December 9, 2015

Get more out of LinkedIn marketing with tips from our team

Page 2: Webinar: 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

Page 3: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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§  Generate awareness

§  Build thought leadership

§  Launch a product

§  Drive leads

§  Promote an event

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#LinkedInMktg

Evolution of LinkedIn

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Page 6: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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2010

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2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

32M

400M+

Professionals join daily

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#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

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2015

Page 10: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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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

Page 11: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

#LinkedInMktg

Relevant content is the answer.

Page 12: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

#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

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#LinkedInMktg

Measurement for Success:

•  Quality Traffic

•  Engagement

•  MQLs

•  Pipeline

Success metrics

Page 14: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

#LinkedInMktg

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§  Generate awareness

§  Build thought leadership

§  Launch a product

§  Drive leads

§  Promote an event

Page 15: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

#LinkedInMktg

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§  Generate awareness

§  Build thought leadership

§  Launch a product

§  Drive leads

§  Promote an event

Page 16: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

#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

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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

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Drive Awareness for LinkedIn Marketing Solutions

§  Reach across the web

§  All IAB ad units for maximum performance

Page 20: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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§  Generate awareness

§  Build thought leadership

§  Launch a product

§  Drive leads

§  Promote an event

Page 21: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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Content is core

EVENTS

CAMPAIGNS SOCIAL + ONLINE

CONTENT

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Not more content, more relevant content

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The visual is the new headline!  

Page 24: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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Big Rock content fuels performance

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Extend the mileage with ‘turkey slices’

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LinkedIn Showcase Page is a key content hub

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§  High engagement

§  Quality traffic

§  High quality leads

Sponsored Updates drive results

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 Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates

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Sponsored Updates + Onsite Display = more leads

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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

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§  Generate awareness

§  Build thought leadership

§  Launch a product

§  Drive leads

§  Promote an event

Page 32: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

#LinkedInMktg

Multi-channel approach to launching Lead Accelerator

SalesDev

Email

Lead Accelerator

Sponsored Updates Social feeds

Onsite Display

Webcasts

Landing Page

Channels

Landing page

Sponsored InMail

Blog Network Display

Page 33: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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With Direct Sponsored Content, reach your target audience without publishing on your Company Page

Personalize

Test

Control

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Week 1: Funnel vs Marketer Photo

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A/B testing for creative optimization

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§  Generate awareness

§  Build thought leadership

§  Launch a product

§  Drive leads

§  Promote an event

Page 37: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

#LinkedInMktg

Driving leads with content

MQL

Lead Capture No Yes

Revenue Sales

SDR Sales Qualified?

BIG ROCK (Gated)

Nurture

No Yes

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#LinkedInMktg

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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

39

39

John Smith

DISPLAY AD #1

SU #1

#1

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LinkedIn Lead Accelerator Marketing automation for display and social advertising

Page 41: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

#LinkedInMktg

Our Lead Accelerator streams Homepage Bouncers “Engaged” Lead

Accelerator Sponsored Updates

Week 1

Week 3

Week 2

Week 4

Page 42: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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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

Page 43: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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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

Page 44: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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§  Generate awareness

§  Build thought leadership

§  Launch a product

§  Drive leads

§  Promote an event

Page 45: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

#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

Page 46: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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 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

Page 47: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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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

Page 48: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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Sponsored InMail Drove 47% of Registrations

Page 49: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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Measurement for Success:

•  Quality Traffic

•  Engagement

•  MQLs

•  Pipeline

Success metrics

Page 50: Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

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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