How to Use LinkedIn Ads to Drive New Leads and Customers

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

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How to Use LinkedIn Ads to Drive New Leads and Customers

by HubSpot All-in-one Marketing Software on Aug 08, 2012

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