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How to Use LinkedIn Ads to Drive New Leads and Customers
 

How to Use LinkedIn Ads to Drive New Leads and Customers

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    How to Use LinkedIn Ads to Drive New Leads and Customers How to Use LinkedIn Ads to Drive New Leads and Customers Presentation Transcript

    • 174M+ members worldwideare on LinkedIn.SOURCE: COMSCORE
    • +2 new members joinLinkedIn every second.SOURCE: COMSCORE 2
    • How to MasterLINKEDINfor MarketingSession 2: How to Use LinkedIn Ads toDrive Leads & Customers #MasterLinkedIn 3
    • Your Presenters: Scott Engelman Mike Volpe Director of Online Marketing CMO @LinkedIn @HubSpot 4
    • Agenda 1 Why Use LinkedIn Ads? 2 How to Create and Manage Campaigns 3 How to Write Effective LinkedIn Ads 4 What Happens After the Click? 5 Tracking, Closed Loop & Nurturing 5
    • WHY USELINKEDINADS?
    • 1 Premium Audience4 5 OUT OFof LinkedIn members drivebusiness decisions 59% of members are managers or senior-level executives 7
    • 2 Performance Based Solution CPC OR CPM 3Only pay when you receive clicks or impressions 8
    • 3 Ads on High Traffic Pages: Homepage 9
    • 3 Ads on High Traffic Pages: Profile Page 10
    • 3 Ads on High Traffic Pages: Groups 11
    • 4 Precision Targeting3
    • More Engaged B2B Audience 13
    • HubSpot’s Experience with LinkedIn Ads 14
    • HubSpot’s Experience with LinkedIn Ads CHALLENGES SOLUTION • Reach professional • Launch self-service audience in specific LinkedIn Ads Campaigns industries, companies & jobs • Develop highly targeted campaigns • Increase quality of leads • Offer free educational materials to prospects • Drive activity to lead generation materials • Test and adjust campaigns to improve • Improve CPC rates results in real time 15
    • HubSpot’s Experience with LinkedIn Ads RESULTS • CTRs of 1% to 3% (60% higher than other social networks) • Average CPC of $3 (lower than other channels for targeted categories) • Higher-quality leads that convert faster • Valuable insights on prospect behavior 16
    • LinkedIn gives us the unique ability to tailor messaging and target the exact audience segment that we need.Dan SlagenHead of Paid Marketing,HubSpot 17
    • How to Create& ManageCampaigns
    • Before You Even Start, Plan Accordingly…Set your goals Define your budgets Build your test plan Forecast Results 19
    • Campaign Creation ProcessCreate a NewAd Campaign 1Start by creating a new adcampaign. CAMPAIGN CREATION 20
    • Create a New Ad Campaign 21
    • Naming Convention Best Practices 22
    • NamecampaignSelectdestination 23
    • Campaign Creation ProcessCreate a NewAd Campaign 1 TargetingStart by creating a new ad Define your target persona.campaign. CAMPAIGN CREATION 2 24
    • Campaign Targeting 25
    • Campaign Targeting
    • Precise Targeting GEOGRAPHY Companies by Name or Category 27
    • Precise Targeting Jobs by Title or Function/ Seniority Schools Skills Groups 28
    • Campaign Creation ProcessCreate a NewAd Campaign 1 TargetingStart by creating a new ad Define your target persona.campaign. CAMPAIGN CREATION 2 Campaign 3 Options Setting budget & time period. 29
    • Campaign Options 30
    • Campaign Options 31
    • What is Lead Collection? 32
    • HOW TO WRITEEFFECTIVELINKEDIN ADS
    • Ad Creative Best Practices 1 Include an image 2 Use a CTA, such as “download” or “sign up” 3 Speak directly to your target audience Create 3-4 variations of your ad per 4 campaign 34
    • Ad Creative Best Practices 5 Make sure text is concise and easy to read 6 List benefits of clicking the ad 7 Rotate new creative at least once a month 35
    • Consistent Messaging Based on Targeting 36
    • Best Practices Always be sure to include an OFFER, the VALUE of clicking your ad and a CALL-TO-ACTION. 37
    • Example: Best Practices EFFECTIVE AD: • Headline draws attention of target customer • Description is clear • Strong offer 38
    • Example: Best Practices LESS EFFECTIVE AD: • Headline too generic • Image not relevant to product offered 39
    • More Examples of Effective Ads 40
    • Optimize Campaigns Towards CTR 41
    • WHATHAPPENSAFTER THECLICK
    • Creating a LinkedIn campaign is relatively easy, it’s what happens after the click that truly matters.Dan SlagenHead of Paid Marketing,HubSpot 43
    • Consistent Messaging & User Experience 44
    • What Response Mechanisms Are You Offering? Click to chat Schedule a meeting phone Social media emailForm Skype 45
    • Landing Pages & Tracking 46
    • Landing Pages & Tracking 47
    • TRACKING,CLOSED-LOOPANALYTICS &NURTURING
    • Zoom In on the Desired Source: Paid 49
    • Dig into Paid Leads
    • Find Who Your Paid Leads Truly Are Lead came from LinkedIn Ads Campaign
    • Closed Loop CRM Integration Social Link Building ebook Social Link Building ebook
    • Push New Leads Down the Sales FunnelUse lead nurturing to further qualify leads. Landing page Lead nurturing email 53
    • Notify Sales After Action Was TakenIf your contact was interested in getting more product information, this is a warm lead. Andy@hubspot.com 54
    • Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
    • 3 2000 7 50+ 6 15 0 breakout inspiring small reasons days inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals REGISTER TODAY! www.InboundConference.comwww.InboundConference.com
    • THANK YOU. 57
    • Next Thursday, September 27th Session!For more resources, visit… LinkedIn.com/Ads