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How to Use LinkedIn Ads to Drive New Leads and Customers

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  • 1. 174M+ members worldwideare on LinkedIn.SOURCE: COMSCORE
  • 2. +2 new members joinLinkedIn every second.SOURCE: COMSCORE 2
  • 3. How to MasterLINKEDINfor MarketingSession 2: How to Use LinkedIn Ads toDrive Leads & Customers #MasterLinkedIn 3
  • 4. Your Presenters: Scott Engelman Mike Volpe Director of Online Marketing CMO @LinkedIn @HubSpot 4
  • 5. 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
  • 6. WHY USELINKEDINADS?
  • 7. 1 Premium Audience4 5 OUT OFof LinkedIn members drivebusiness decisions 59% of members are managers or senior-level executives 7
  • 8. 2 Performance Based Solution CPC OR CPM 3Only pay when you receive clicks or impressions 8
  • 9. 3 Ads on High Traffic Pages: Homepage 9
  • 10. 3 Ads on High Traffic Pages: Profile Page 10
  • 11. 3 Ads on High Traffic Pages: Groups 11
  • 12. 4 Precision Targeting3
  • 13. More Engaged B2B Audience 13
  • 14. HubSpot’s Experience with LinkedIn Ads 14
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. How to Create& ManageCampaigns
  • 19. Before You Even Start, Plan Accordingly…Set your goals Define your budgets Build your test plan Forecast Results 19
  • 20. Campaign Creation ProcessCreate a NewAd Campaign 1Start by creating a new adcampaign. CAMPAIGN CREATION 20
  • 21. Create a New Ad Campaign 21
  • 22. Naming Convention Best Practices 22
  • 23. NamecampaignSelectdestination 23
  • 24. Campaign Creation ProcessCreate a NewAd Campaign 1 TargetingStart by creating a new ad Define your target persona.campaign. CAMPAIGN CREATION 2 24
  • 25. Campaign Targeting 25
  • 26. Campaign Targeting
  • 27. Precise Targeting GEOGRAPHY Companies by Name or Category 27
  • 28. Precise Targeting Jobs by Title or Function/ Seniority Schools Skills Groups 28
  • 29. 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
  • 30. Campaign Options 30
  • 31. Campaign Options 31
  • 32. What is Lead Collection? 32
  • 33. HOW TO WRITEEFFECTIVELINKEDIN ADS
  • 34. 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
  • 35. 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
  • 36. Consistent Messaging Based on Targeting 36
  • 37. Best Practices Always be sure to include an OFFER, the VALUE of clicking your ad and a CALL-TO-ACTION. 37
  • 38. Example: Best Practices EFFECTIVE AD: • Headline draws attention of target customer • Description is clear • Strong offer 38
  • 39. Example: Best Practices LESS EFFECTIVE AD: • Headline too generic • Image not relevant to product offered 39
  • 40. More Examples of Effective Ads 40
  • 41. Optimize Campaigns Towards CTR 41
  • 42. WHATHAPPENSAFTER THECLICK
  • 43. Creating a LinkedIn campaign is relatively easy, it’s what happens after the click that truly matters.Dan SlagenHead of Paid Marketing,HubSpot 43
  • 44. Consistent Messaging & User Experience 44
  • 45. What Response Mechanisms Are You Offering? Click to chat Schedule a meeting phone Social media emailForm Skype 45
  • 46. Landing Pages & Tracking 46
  • 47. Landing Pages & Tracking 47
  • 48. TRACKING,CLOSED-LOOPANALYTICS &NURTURING
  • 49. Zoom In on the Desired Source: Paid 49
  • 50. Dig into Paid Leads
  • 51. Find Who Your Paid Leads Truly Are Lead came from LinkedIn Ads Campaign
  • 52. Closed Loop CRM Integration Social Link Building ebook Social Link Building ebook
  • 53. Push New Leads Down the Sales FunnelUse lead nurturing to further qualify leads. Landing page Lead nurturing email 53
  • 54. Notify Sales After Action Was TakenIf your contact was interested in getting more product information, this is a warm lead. Andy@hubspot.com 54
  • 55. Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
  • 56. 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
  • 57. THANK YOU. 57
  • 58. Next Thursday, September 27th Session!For more resources, visit… LinkedIn.com/Ads