New ways to succeed with marketing on LinkedIn
•Download as PPTX, PDF•
12 likes•1,988 views
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects. LinkedIn Director of Marketing Keith Richey shares best practices that both large and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses. Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to New ways to succeed with marketing on LinkedIn
Similar to New ways to succeed with marketing on LinkedIn (20)
More from LinkedIn
More from LinkedIn (20)
Recently uploaded
Recently uploaded (20)
New ways to succeed with marketing on LinkedIn
- 1. Keith Richey Director, Global Marketing April 15, 2015 New ways to succeed with marketing on LinkedIn
- 2. New keys to success Our team’s approach Buyer evolution
- 3. It’s a challenging world Before customers reach out directly Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012 Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google
- 4. Increase targeted reach and quality conversions 4 The challenge: Fill out a form* Open emails** Opportunities captured *B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013
- 5. 5 Imagine if the funnel worked like it should Reach only the right people Deliver highly relevant and helpful content Tailor your message based on where they are in the decision process
- 6. 6 The only full-funnel professional platform 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
- 7. New keys to success Our team’s approach Buyer evolution
- 8. Nurture Deliver helpful content at the right time, based on who they are and what matters to them Measure Track branding and direct response impact with simple yet powerful analytics 8 3 keys to more effective marketing Reach Reach the right people with accurate targeting
- 9. 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 32M 347M+ Professionals join daily
- 11. Shares content daily on LinkedIn Member of groups about entrepreneurship and business 500+ connections Small business owner John Smith
- 12. Small business owner John Smith Advance his career Help his company grow Build new skills
- 13. Measure and optimize your reach and conversion 13 Optimization Full-funnel analytics Convert # of targeted actions Actions per visitor Actions/impressions by targeted audience Cost per action Reach Targeted reach and website traffic New visitors introduced Cost per introduced visitor Visits and pageviews per visitor
- 14. 14
- 15. 15 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
- 16. • Target LinkedIn members with accuracy to drive brand objectives • Engage your audience in a high quality professional context • Deploy a variety of formats from IAB standard formats to highly engaging native ads such as Spotlight Ads and Follow Company Ads Reach and engage more than 300M professionals LinkedIn Onsite Display
- 17. • Target professionals who live in target cities along key routes • Identify members who belong to LinkedIn groups related to business travel in Asia Approach: “We knew we needed to advertise where business people – and especially the business travelers – are going to be. They’re on LinkedIn.” Dennis Owen VP Marketing Americas, Cathay Pacific Airways
- 18. • Target professionals with accuracy and scale across the web • Reach your audience with frequency to increase awareness and engagement • Engage prospects on LinkedIn, business publisher sites, and beyond • Measure the impact of your programs with full funnel analytics Reach the right professionals wherever they travel LinkedIn Network Display
- 19. OpenDNS reached, nurtured, and converted IT decision makers with LinkedIn Network Display and Lead Accelerator. • Drove more than 9,400 new website visits from IT pros • Increased engagement: 140% increase in page views per visitor; 64% increase in visits per visitor • Generated 280+ new leads Results:
- 20. Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates
- 21. Adobe shaped brand perception among marketing decision makers with Sponsored Updates • 50% more likely to agree that “Adobe is shaping the future of digital marketing” • 2.5x more likely to agree that Adobe’s Sponsored Updates “captured their attention” • 79% more likely to agree that “Adobe can help me optimize my media spend” Results:
- 22. • 38% more leads than other social channels • 65% lower cost per lead than other social channels Results: “Sponsored Updates were a natural fit for us because members are looking to expand their knowledge base -- we could provide each of our target audiences content that addresses their unique business needs.” Lauren Pedigo Digital Marketing Manager, Kinvey
- 23. 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
- 24. • 48% open rate • 11x higher response rates vs internal email • 73% lower cost per lead than competitor Results: “With Sponsored InMail, we hit a 48% open rate. Compared to our internal efforts, our Sponsored InMail response rates were 11x better.” Brett Chester VP of Online Marketing, Replicon
- 25. DISPLAY AD • Convert the 95% of anonymous web visitors who don’t provide an email addresses • Engage the 80% of known prospects who don’t open your 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 2 5 John Smith DISPLAY AD #1 SU #1 #1
- 26. LinkedIn Lead Accelerator Marketing automation for display and social advertising
- 27. “As soon as a prospect engages and shows interest in a particular program, they start receiving sequenced messaging that’s relevant to the specific program they’ve shown interest in. You can see the impact of this in the performance and you can see it in the quality of each lead.” Andrew Hickey Director of Digital Marketing, eCornell Results: • Conversion rates are 2x higher than normal marketing campaigns • Conversion rates from their Sponsored Updates nurture streams specifically were 4x higher than normal marketing campaigns • Cost per lead is 3x lower than what they’ve seen through traditional retargeting Nurture Stream: Visitors to Executive Leadership Certification Page Sponsored Updates Facebook News Feed Display
- 28. “We can reach prospects anywhere online and make every interaction with them more personal and relevant throughout the buyer’s journey.” Eric Hansen Director of Demand Generation, Cetera Financial Group Results: • Drove over 900 new website visits from finance professionals • Increased page views by 27% from visitors that were nurtured with display and social ads • Generated nearly $1 million in new business
- 29. 29 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
- 30. Nurture Deliver helpful content at the right time, based on who they are and what matters to them Measure Track branding and direct response impact with simple yet powerful analytics 30 Reach Reach the right people with accurate targeting 3 keys to more effective marketing
- 31. New keys to success Our team’s approach Buyer evolution
- 32. Content is core EVENTS CAMPAIGNS SOCIAL + ONLINE CONTENT
- 33. Big Rock content fuels performance
- 34. 34 Extend the mileage with ‘turkey slices’
- 35. Blog: Focus on relevance, variety, frequency
- 36. The Blogging Food Groups A steady diet of quality content for your blog Monday Tuesday Wednesday Thursday Friday Saturday Spinach Raisin Bran Chocolate Cake Roast Tabasco Spinach
- 37. LinkedIn Showcase Page as key content hub
- 38. Customer engagement Channel traffic High quality leads – 30% of leads in any quarter Sponsored Updates drive results
- 39. Targeted InMails complement the feed with even more personal communication
- 40. Marketing Solutions LLA Streams Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates Week 1 Week3Week2
- 41. Full-funnel marketing drives results 47% % of total inquiries driven by social YTD 29x Increase in organic blog visitors YoY 7.5x Organic LMS website visits growth YOY 25% % of new customer acquisition sourced by marketing
- 42. 42 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
- 43. Nurture Deliver helpful content at the right time, based on who they are and what matters to them Measure Track branding and direct response impact with simple yet powerful analytics 43 Drive more effective marketing Reach Reach the right people with accurate targeting
- 45. Identify the onsite behaviors that indicate high engagement or specific interests Define the most desirable business demographic segments Understand the audiences that have already taken specific actions on your site or converted Identify and target your highest-value audience segmentsStep 1
- 46. Synchronize your Lead Accelerator programs with your Eloqua email nurture programs Actively and intelligently engage prospects with online display ad as well as Facebook and LinkedIn for social and mobile Deliver the right message to the right person at the right time Deliver sequenced messaging across display and social ads that are targeted by audience segment and stage in the funnel Step 2
- 47. Increase conversion rates with AutofillStep 3 Improve quantity and quality of leads through access to LinkedIn’s professional data Instantly populate lead forms with accurate, LinkedIn profile data Make it easy to fill out forms on mobile with a single click
- 48. Optimize ad creative and nurture stream design through detailed insights and platform-supported A/B testing Step 4 Turn messages on and off or swap out creative based on real- time performance Gain insights at every step of the nurturing process to assess impact and engagement Optimize targeting and nurture streams based on interaction, engagement and other metrics
- 49. Track metrics including lift in visits, engagement, conversions by nurture path, and more Get clear insight into nurturing effort results via out-of-the-box, full-funnel reporting Use these results to inform how you build out new target segments and nurture streams Measure program impact at every stage of the buying process through built-in reporting and analytics Step 5
- 50. Ensure success with Lead Accelerator LaunchPad Hands-on guidance from dedicated B2B marketing experts EACH LAUNCHPAD INCLUDES BENEFITS On-site marketing strategy & planning Nurture stream development, ad modifications and launch Post-launch optimization and hand- off Learn best practices Learn best practices for campaign planning, creative messaging, and optimizing ROI across all segments Gain expertise Become confident in the mechanics of Lead Accelerator Drive results Turn insights and expertise into successful campaigns that will drive conversions and increase funnel velocity
- 51. Reach more of the right target wherever they are online
- 52. Drive them to your site
- 53. SMB owner San Francisco 1 website visit this week No downloads so far Nurture more of your audience into named prospects Message 1 Message 2 Message 3 DISPLAY SOCIAL Message 1 Message 2 Message 3
- 54. SBM owner San Francisco 1 website visit this week No downloads so far Nurture more of your audience into named prospects Message 1 Message 2 Message 3 DISPLAY SOCIAL Message 1 Message 2 Message 3
- 55. SBM owner San Francisco 1 website visit this week No downloads so far Nurture more named prospects to acquired customersDISPLAY SOCIAL Message 1 Message 2 Message 3 Message 1 Message 2 Message 3 John Smith is your new customer Message 4 Message 5 Message 6 Message 4 Message 5 Message 6 Of purchases have higher value from nurtured leads Source: Lead Nurturing: The Secret to Successful Lead Generation, Aberdeen Group
Editor's Notes
- I’m Keith Nice to be with you today, thanks for joining I’m going to share best practices for marketing on LinkedIn. I’ll take questions at the end, but feel free to tweet questions to @LinkedInMktg as we go Let’s get started
- I’ll first share our perspective on the challenges presented by the evolving buyer behavior, then spend the bulk on the new keys to success with LinkedIn based on our new product set. Then I’ll share insights into how my marketing team is using LinkedIn
- As a marketer, you know it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s empowered consumers have multiple tools in hand to find information about products, compare prices, get social recommendations and so on. And content is playing a huge role in the decision journey, making it easier for people to go through 90% of the journey. --------------- But brands do have an ‘in’ here. On average, people are consuming 10 of those pieces of content before making a purchase. So once you view the journey from the perspective of sharing content, it actually simplifies: you’re trying to reach the right people, and then nurture them, largely with content, until you acquire them
- But we know that things don’t always work this way. First, because it is challenging to get the right people to your site. And even if you do manage to do that, only 5% of those will be ready to provide you their contact information. And of those who do, only 20%, on a great day, will open your email messages afterwards. Think of it as a really leaky funnel, which is essentially making you get only 1% of all opportunities.
- Now, imagine if the funnel actually worked as it should. What if you could be sure to reach only the right people? Then, what if you could establish an ongoing connection with them, provide them with messaging and content tailored to them, at the exact right times to help them make their purchase decision? What if you could eliminate all those leaks and realign the funnel, generating significantly more opportunities?
- That’s what we’ve been working on. LinkedIn has products that impact every stage of your funnel. We are in a unique position to help you reach more of the right people and then nurture them with the most appropriate content depending on where they are in their purchase cycle. Top to bottom, our solutions make up a full-funnel portfolio: Onsite Display: On LinkedIn, in a premium environment and in the professional context Network Display: Keep the right professionals engaged across the entire Web through LinkedIn Network Display. Reach them with accuracy and scale on LinkedIn, business publisher sites, and Beyond. SU: Content in the world’s only professional feed Sponsored inMail: get around that inbox problem I articulated earlier Lead Accelerator: More high quality leads faster Full-funnel analytics and reporting And these products work better together, as you’ll see
- I’m going to share more details on each product, with 1 or more case study per product, in this next section. But first, I want to start with what we at LinkedIn have seen enable our customers to be the most successful.
- Why are we in a unique position to help? Because: You make sure you’re focusing all your efforts to reach only the right audience. LinkedIn targeting is extremely powerful because it’s based on rich 1st party profile data, which can be segmented in many different ways. Once you find that audience, you can reach them wherever they are online, across al devices. You are able to maintain an ongoing connection with those people, delivering relevant content based on where they are in their decision process. We know that consumers expect brands to do just that – be always helping instead of always selling. With LinkedIn, you can sequence your messages to be delivered at the exact right time to your audience. You can easily and effectively track the impact of your campaigns, be they branding or lead gen oriented, and optimize accordingly to make sure you’re always getting the desired results.
- We also offer powerful targeting capabilities that allow you to target just the right people among that audience of professionals. [CUSTOMIZE TARGETING FILTERS TO MATCH YOUR CLIENT’S TARGET AUDIENCE] Here are a few examples of filters you can use. After you find your target audience, the next step is to start influencing those people towards a purchase. To understand how that works on LinkedIn, let’s pick one individual from your target audience as an example.
- [INSERT NAME HERE] is a very well connected professional on LinkedIn, with more than 500 direct connections, including colleagues from past jobs, business partners, people he went to business school with and so on. He's also an active member of a few LinkedIn groups about [TOPIC 1] and [TOPIC 2]. Finally, his peers see him as an expert on those topics, since he shares interesting content almost daily on LinkedIn. These are the people he knows and knowledge he has.
- With people and knowledge, [NAME] can better tap opportunity on LinkedIn. Everything he does on LinkedIn supports him as he builds new skills, helps his company grow and advances his career. These 3 dimensions – PEOPLE, KNOWLEDGE AND OPPORTUNITY – help our members make the most of their professional lives, and are therefore quite powerful ways to connect to and engage them. They build on one another, making it possible for people to accomplish more. [NAME] is exactly the type of professional you’re trying to reach, so you need to get his attention and nurture him throughout his purchase decision process.
- I talked about the 3 keys to more effective marketing a moment ago: 1) Reach 2) nurture, and then #3 is Measure. With our new analytics capabilities, these are a few of the metrics that we can help you track, so you can be sure you’re getting the desired results. You and your account team have instant access to this data, allowing you to A/B test and optimize.
- Here are just a few examples of reports you can get from your dashboard
- Let’s dive into our platform. I’ll introduce each product, and share a case study or two so you can see best practices
- As we touched on, your prospects are now doing most of their research online: so it’s on your marketing team to keep your company’s brand and content in front of prospects early and often during the purchase process so you’re on they’re radar early. LinkedIn Display Advertising gives you two powerful ways to make sure you’re on the radar and building brand with the right audiences: LinkedIn Onsite Display and LinkedIn Network Display. In other words, if you’re focused on upper funnel goals…you’re looking to reach new audiences, make sure they know who you are and what you do – LinkedIn Display Advertising should be in your program mix. Now, if context is king in your book -- i.e., you’re all about quality brand association, and knowing exactly where your brand appears, you can use LinkedIn Onsite Display to put your brand in front of more than 300M professionals in the premium, high quality context that the LinkedIn site provides. Onsite Display gives you a great vehicle for accurately targeting members on LinkedIn with IAB-standard ads, and ad formats unique to LinkedIn like including Company Ads, Spotlight Ads, and others…
- This is my favorite targeting case on Linkedin Cathay Pacific wanted to Increase brand awareness among target market segment – people who fly business class between the U.S. and Asia Solution • Identify members who are a certain seniority, live near a departure city, and belong to LinkedIn groups related to business travel in Asia, such as Global Workers, China Networking Group, Hong Kong Connection • Target these members with Display Ads Results • Very high engagement rate on the Ads
- So, context is important but so is frequency. And, if what you care about is audience….really saturating your target audience…really increasing that brand engagement, LinkedIn Network Display is designed to help you get in front of the right audiences – often- as they consume information across the Web With Network Display, you’ll have a range of targeting options to reach prospects with accuracy – and at scale -- on LinkedIn, across LInkedIn’s network of 2500+ business publisher sites -- and beyond, by targeting them through the Ad Exchanges…but always in a brand safe environment. Really importantly, the platform give you access to reports to track the impact of your programs at every stage of the funnel – helping you to track upper funnel metrics like targeted impressions served and targeted website traffic lift to lower funnel metrics like actions and CPA
- OpenDNS, an internet security firm, reached, nurtured, and converted IT decision makers with LinkedIn Network Display and Lead Accelerator. So they used a combo of our products. And they generated new visitors to their sites, and then nurtured them into leads.
- Let’s move down the funnel. And, content marketing plays a huge role in driving prospects from one stage to the next. Especially in B2B, it’s key to get relevant, helpful content in front of your target prospects throughout the buy process to build brand credibility and educate prospects. LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 300M+ professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed. As reflected in the funnel graphic, Sponsored Updates is arguably our most versatile product in that you can design your program to serve upper funnel branding and awareness objectives….or lower funnel, direct response, leads goals, depending on your content approach
- Challenge: Adobe wanted to further establish itself as a leader in digital marketing and raise awareness for its digital marketing solutions. To do this, Adobe needed a relevant channel to share thought leadership content and expertise with its target audience -- marketing decision makers. Solution: Using Sponsored Updates, Adobe shared valuable thought leadership content targeted at marketers -- content that aimed to help marketers achieve greater success in their digital strategies. Results: Considerable brand lift for those exposed vs not exposed
- Sharing targeted content through Sponsored Updates allowed Kinvey to significantly increase high-quality leads for their business Kinvey makes mobile apps more efficient, and they were targeting 2 different niche audiences for their services. They knew content would resonate, but it had to be targeted differently. Results By combining powerful LinkedIn targeting capabilities with content delivered directly into LinkedIn members’ feeds, Kinvey generated 38% more leads at a 65% lower cost per lead compared to other social channels. “We slowly tested and grew our investment each month, and the results speak for themselves,” says Pedigo. 38% more leads than other social channels 65% lower cost per lead than other social channels
- As we now move firmly into the lower half of the funnel where direct response goals reign supreme, Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level. Sponsored InMail is the most direct way to engage your prospects on LinkedIn. Our customers use Sponsored InMail to drive tangible DR metrics – leads, CPL, pipeline. And, they do that by getting the attention of the audiences they care about on by delivering targeted, personalized messages right into their LInkedIn inbox.
- Replicon makes timesheet software, and they saw massive performance uplifts from using inMail. They then combined it with Sponsored Updates, and saw 30% better open rates. Combined they saw 73% lower cost per lead.
- Finally, as all your other programs have now collectively done their job in the upper funnel -- to reach new prospects and then start driving them down the funnel, LinkedIn Lead Accelerator helps you get to the ultimate goal -- lead conversions, pipeline contribution, customer acquisition by giving you an entirely new way to nurture your prospects. Our customers use Lead Accelerator to deliver more high-quality leads to their sales teams by engaging prospects anywhere online with relevant ads and content. Fundamentally, Lead Accelerator helps you overcome some of the real limitations of traditional lead nurturing that we touched on earlier by helping you to: Convert the 95% of website visitors who have been leaving without filling out a web form and Reach and accelerate into pipeline the 80% of prospects you’ve captured in your lead database that aren’t opening your email.
- In fact, the very simple way to think about Lead Accelerator is that it is a marketing automation for digital media. Here are the 5 steps to deploying Lead Accelerator.
- Marketing/training notes: Product: Media / Targeted display AND Multi-Channel Nurturing Cetera Financial is a full-funnel success story. It used targeted display advertising to reach new audiences and drive new website traffic from finance professionals (top funnel). It also used multi-channel nurturing to engaged anonymous and known prospects with display and social ads, all of which ultimately helped generate almost $1million in new business (bottom funnel). Text (highlights) of the case study: Cetera Financial Group provides award-winning wealth management and advisory platforms, comprehensive broker-dealer and registered investment adviser services, and innovative technology for more than 8,000 independent financial professionals and more than 600 financial institutions nationwide. “We wanted new and innovative ways to reach more of our target audience and drive engagement beyond email alone — to consistently personalize communication with them after they’d visited our website or given us their email information.” – Eric Hansen, director of demand generation at Cetera. Targeted display enabled Cetera to reach new audiences. Anonymous prospect nurturing enabled Cetera to generate new leads. Known contact nurturing helped re-engage contacts beyond email and speed up the sales cycle. “We had a financial advisor complete a webinar registration over a year ago, and he began receiving our emails. One email sent 4 months ago made him click, but his subsequent web actions didn’t trigger any adjustment in his lead score. About a month later, after we’d implemented Bizo Multi-Channel Nurturing, he received a Facebook ad from Bizo, clicked, indicated interest, and later closed.”
- Refresher
- Now I’ll talk about how my team is adapting to the buyer evolution and using LinkedIn to do so
- Our blog is the centerpiece Blog gets leveraged in these channels, and we use it to feed a lot of the content in our sponsored updates
- We aim to develop on ‘big rock’ per quarter, that will drive a lot of lead gen and can be carved up into smaller, snackable pieces to extend the shelf life. This was the dream of Jason Miller our content marketer who we hired last year, and it drove 40% of all leads in Q1, Q2 and Q3.
- I mentioned turkey slices on the previous slide, here’s how we carved up the Sophisticated Guide
- Food groups – roasts (big stuff), spinach (how to), tabasco (spicy), chocolate cake (sweet treats) On our blog we try to hit our vertical audiences, our sophisticated marketers, our people new to LI
- Showcase pages are extensions of the Company Page designed for spotlighting a brand, business unit, or initiative
- Open Rates > 30% Click Rates > 5%
- That’s what we’ve been working on. LinkedIn has products that impact every stage of your funnel. We are in a unique position to help you reach more of the right people and then nurture them with the most appropriate content depending on where they are in their purchase cycle. Top to bottom, our solutions make up a full-funnel portfolio: Onsite Display: On LinkedIn, in a premium environment and in the professional context Network Display: Keep the right professionals engaged across the entire Web through LinkedIn Network Display. Reach them with accuracy and scale on LinkedIn, business publisher sites, and Beyond. SU: Content in the world’s only professional feed Sponsored inMail: get around that inbox problem I articulated earlier Lead Accelerator: More high quality leads faster Full-funnel analytics and reporting
- For starters, the platform enables you to tag and segment all of your site visitors. You can segment them by: Site behavior: Which pages they’re visiting and what content their reading when they come to your site Actions: What actions they’re taking or NOT taking when they come to your site Bizographics: Overlaying LinkedIn audience data on top of your site visitors
- Then, the Lead Accelerator platform enables you to set up a series of sequenced messages – we call them nurture streams – for each audience segment, so that you can deliver the right message to the right person at the right time, based on their audience segment and where they current sit in your funnel.
- We have specifically designed Lead Accelerator to be a lead generation vehicle, so we have also incorporate LinkedIn Auto-Fill capabilities into the platform. So, as these nurture streams drive qualified prospects back to your site, Auto-fill enables you to capture their LinkedIn profile data with one click As powerful as this feature is on the desktop; it’s even MORE powerful on mobile.
- Once you’re up and running with Lead Accelerator, it’s about continuing to refine and optimize your campaign. We provide detailed insights not only at the Nurture Stream level, but also for each individual wave within the stream, so you can see exactly which messages, steps, stages are working best – as well as where you might be losing engagement. This insight enables you to test additional options and optimize quickly over time.
- Finally, you get access to a complete set of full-funnel reporting and analytics that give you: Insights into the audiences visiting your site and the trends in those audiences – Are you attracting the audiences that you want? An exposed vs. unexposed view of how your campaigns are impacting new site visitors, engagement on-site and ultimately conversions.
- Finally, a key element to the Lead Accelerator solution is something that we call our LaunchPad process. In essence, LaunchPad is a ~30 day process focused on two core objectives; First, we’ll show you how to use the Lead Accelerator software and get you comfortable with the platform…that’s the easy part. Second, the bulk of the process is focused on helping you think through the strategy to understand: What is the best way to segment the visitors coming to your site What is the right way to think about the cadence for your various nurture streams What are the best practices that we can with you from the 225 other Lead Accelerator clients who are already up and running
- In the beginning of that process, you know is that he’s part of your target audience, but you don’t yet know his name or contact info. So the first message you send him might be a display ad or SU focused on getting his attention and generating awareness towards your brand or product / service. He’ll click the ad and go to your site to learn more.
- He’ll then browse your site, take a look at a few pages, read a few case studies and research studies. But they odds are he will leave your site without identifying himself right away.
- And this is why nurturing is so important: you can remain in contact with those people even after they leave your site, feeding them relevant and helpful content to help them make their decision. With LinkedIn, you can send series of sequenced messages to the visitors who left your site, encouraging them to come back. You can design the sequence to match where they are in the buying cycle, based on their behavior on your site. Since John browed a few different pages and consumed a few different pieces of content, you can put him in a nurture stream geared for mid-funnel prospects.
- As a result of these nurture messages, John goes back to your site and is now ready to fill out a form and provide contact info. He uses LinkedIn AutoFill to easily fill in the form, pulling from his LinkedIn profile data with click.
- Now he’s no longer just a website visitor, he’s become a named prospect who demonstrated interest in your company. But like we mentioned in the beginning, only 20% of those people will be ready to open a given email message at this point, so there’s still an opportunity to further nurture them until they’re ready to make a purchase. So you can start a new nurturing stream, sending a different series of sequenced messages now that he’s a truly lower-funnel named prospect, and help this named prospect make his purchase decision. And not only is he becoming a new customer, he’s also going to be a high value one. 47% of purchases have higher value from nurtured leads (source: 20 Shocking Sales Stats That Will Change How You Sell, BuzzBuilder)