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LinkedIn Advertising: The Key to More (and Better) B2B Leads

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View the full recorded webinar at http://bit.ly/12VpsVQ. ...

View the full recorded webinar at http://bit.ly/12VpsVQ.

Business-to-Business (B2B) search marketing can be tricky. High costs per click, low search volume on niche keywords and long, complicated sales cycles can make generating quality, sales-ready leads at a low cost a difficult endeavor. While it’s important to maintain an integrated online marketing strategy that includes Pay Per Click (PPC) advertising and Search Engine Optimization (SEO), our findings indicate that LinkedIn Advertising is highly effective for online B2B lead generation. But, it’s largely unknown and not understood to most B2B marketers.

In this webinar, you will learn:
• How LinkedIn Advertising can actually be worth more than a #1 natural search ranking when it comes to B2B lead generation.
• How search keyword demographics don’t always fit to your ideal customer demographic.
• What works and what doesn’t for a LinkedIn Advertising campaign.
• The various LinkedIn Advertising options that are available to you.
• How to set up a LinkedIn Advertising campaign and little known secrets that can help you.

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  • http://blog.linkedin.com/2013/01/09/linkedin-200-million/

LinkedIn Advertising: The Key to More (and Better) B2B Leads LinkedIn Advertising: The Key to More (and Better) B2B Leads Presentation Transcript

  • LINKEDIN ADVERTISING:THE KEY TO MORE (AND BETTER) B2BLEADS JANET DRISCOLL MILLER PRESIDENT & CEO SARAH LOKITIS, @SEARCHMOJO SEARCH-MOJO.COM SOCIAL MEDIA MANAGER 800.939.5938
  • TODAY’S PRESENTERS Janet Driscoll Miller Sarah Lokitis President & CEO, Social Media Manager, Search Mojo Search Mojo Follow on Twitter: @janetdmiller Follow on Twitter: @lokitis@searchmojo SEARCH-MOJO.COM
  • ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at Marketo User Summit, SMX, MarketingProfs, PubCon and more • Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop and Hubspot@searchmojo SEARCH-MOJO.COM
  • OUR CLIENTS@searchmojo SEARCH-MOJO.COM
  • B2B SEARCH PROBLEMS @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • B2B NICHE SEARCHES • Most are low search traffic for very small target demographics • B2B tends to have low search volume – The higher the price of the B2B product or service the smaller the target audience In B2B it’s more important to get a small targeted group… … than a massive untargeted audience@searchmojo SEARCH-MOJO.COM
  • KEYWORD DEMOGRAPHICS • Sometimes keywords have demographic overlaps between consumer and business searches Consumers • “Battery Testing” has 320 Google Searches a month B2B • Consumers seeking information on testing their car batteries and small B2B batteries Niche • Other B2B/Consumer Battery Testing – laptop batteries • Hybrid/Electric Car Battery Testing@searchmojo SEARCH-MOJO.COM
  • KEYWORD DEMOGRAPHICS• Our client sells “Social Media Management Software” – Enterprise level product: 12 months/$100,000 commitment• These 2 people both search for “Social Media Management Software” Lives in parent’s basement. Has a band with a Facebook Page and Chief Marketing Officer of Twitter Account. Xerox @searchmojo SEARCH-MOJO.COM
  • GOOGLE RANKS BY QUERY TYPEGoogle views search queries three different ways and itsalgorithms rank results based on the kind of Query• Navigational Queries: Intended to locate a specific web page. The user has a specific web site in mind, often the official homepage or sub page of an official site • Search: “Home Depot”• Informational Queries: Informational query seeks information on a topic. The user is looking for information on the query topic (broad or specific). The goal is to learn something by reading or viewing content on the web such as text, images and video, etc. • Search “Battery Testing”• Transactional Queries: seeks to complete a transaction on the web for money or free – of a product or service. The user is mainly looking for a resource (NOT information available via web pages). The goal is to download, to buy, to obtain, to be entertained by or to interact with a resource. • Search “Battery Testing Services” @searchmojo SEARCH-MOJO.COM
  • GOOGLE DELIVERS RESULTS BASED ON WHAT THE MAJORITY ARE LOOKING FOR• If the majority of results for “Battery Testing” in the top 10 are informational for the “do-it-yourself” consumer audience looking for information on testing their car’s battery, then that’s likely what the majority are looking for on that query• You can make the keyword phrase more transactional for a B2B audience – “Battery Testing Services” – It also has a tiny fraction of the search volume of “Battery Testing” @searchmojo SEARCH-MOJO.COM
  • THE BEST A B2B NICHE KW #1 CAN DELIVER • The most aggressive Organic Search Click Through Rate Study says that #1 rankings get 36% of the clicks • 36% of 320 monthly searches on “Battery Testing” = 115 clicks • Range of recent studies indicates that 18%-36% of clicks go to the number 1 spot @searchmojo SEARCH-MOJO.COM
  • THE PAID SEARCH PROBLEM IN B2B • “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings • The more expensive the B2B offering, the higher the bid • Competition is high for a limited B2B audience“RAID Data Recovery” $64 CPC “best conference call service” $25 CPC“business VOIP solutions $51 CPC “domain names registry” $24 CPC“managed hosting providers” $49 CPC “online backup software” $24 CPC“data room services” $41 CPC “server monitoring software” $24 CPC“VPS Dedicated Server” $32 CPC “managed IT services” $23 CPC“managed services provider” $31 CPC “CRM Software Programs” $22 CPC“merchant account providers” $28 CPC “business credit card” $19 CPC“medical billing software” $27 “business bank account” $15 CPC Search Engine Marketing Roundup @searchmojo SEARCH-MOJO.COM
  • THE MISSING PPC LONG TAIL • The growth of “low search volume” keywords in AdWords is exponential • The keyword “Long Tail” only exists when Google lets it • They are happy to “broad match” overly broad keywords at high CPCs@searchmojo SEARCH-MOJO.COM
  • B2B PRODUCT OR SERVICE PAGES• Not everyone is ready to “request a quote” or fill out a Contact Us form• Conversion rates are low on Contact Us/Quote forms• Giving a “lower friction” digital asset away and nurturing the lead works better@searchmojo SEARCH-MOJO.COM
  • THE MATH• Low Search Volume• High Cost Per Click• Low Conversion Rate• Long Sales Cycle• Low Close Rate Cost Per Lead• Too few leads for too much cost @searchmojo SEARCH-MOJO.COM
  • LINKEDIN CASE STUDYOur B2B Client had only utilized traditionalsearch PPC advertising on Google AdWords forabout 13 months – Mostly going for “Contact Us” conversions – Only delivered 145 Form Completions – Over $13 CPC – Over $600 Cost Per Lead@searchmojo SEARCH-MOJO.COM
  • LINKEDIN CASE STUDY• Focus on White Paper & Webinar Sign ups with custom landing pages• In 6 weeks, Linkedin Ads surpassed the lead volume of 13 months of PPC for our client• In 4 months, Linkedin Ads delivered 217% more leads than what the previous 13 months of PPC produced - for 82% less budget• The cost per lead during the 4 months of LinkedIn Ads was 94% lower than PPC• Cost Per Lead was $35 overall with some campaigns under $20 per lead• Conversion rate was over 1,500% better than PPC @searchmojo SEARCH-MOJO.COM
  • LINKEDIN ADVERTISING: APRIMER @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • @searchmojo SEARCH-MOJO.COM
  • WHY LINKEDIN? Source: LinkedIn@searchmojo SEARCH-MOJO.COM
  • WHO ARE THOSE 200 MILLION PEOPLE? Source: LinkedIn@searchmojo SEARCH-MOJO.COM
  • ADS CONNECT TO YOUR COMPANY PAGE@searchmojo SEARCH-MOJO.COM
  • DEFINE YOUR TARGET AUDIENCE ? ? ? ? ? ? ?@searchmojo SEARCH-MOJO.COM
  • TARGETING OPTIONS@searchmojo SEARCH-MOJO.COM
  • TARGETING SWEET SPOT SWEET Company & Groups SPOT! Title Targeting@searchmojo SEARCH-MOJO.COM
  • SEARCH LINKEDIN SUGGEST• Search Alpha patterns [keyword] a, [keyword] b, [keyword] c, etc. @searchmojo SEARCH-MOJO.COM
  • LINKEDIN ADVERTISING OPTIONS • LinkedIn Marketing Solution • LinkedIn Self-Serve Ads – Display and social ads – Text Ads with Small Image – Dedicated LinkedIn account – No Minimum Spend manager – Cost per impression (CPM) OR – Minimum spend = $25,000/3 Cost per click (CPC) months – As low as $13 CPL – Guaranteed inventory and delivery – Cost per impression (CPM) – As low as $25 CPL@searchmojo SEARCH-MOJO.COM
  • WHAT TO EXPECT? • $10/day minimum • No day parting • GMT Time • 0.02% CTR • Keyword freedom@searchmojo SEARCH-MOJO.COM
  • ANATOMY OF A LINKEDIN AD@searchmojo SEARCH-MOJO.COM
  • LINKEDIN AD BEST PRACTICES • Include a call to action • Test different images – Bright colors – Smiling faces • Match offer and copy to target audience@searchmojo SEARCH-MOJO.COM
  • WHAT IS THE RIGHT OFFER? • Test different offers – White paper – Webinar – Request more info – Sign up@searchmojo SEARCH-MOJO.COM
  • MEASURE@searchmojo SEARCH-MOJO.COM
  • LINKEDIN AND THE SALES CYCLE • LinkedIn puts leads in the funnel • Marketing Marketing Automation Lead automation nurtures leads so they can Opportunity become opportunities Sale@searchmojo SEARCH-MOJO.COM
  • LEAD UPDATE Without Marketing Automation Without Marketing Automation • Marketing automation UPDATES a lead’s profile instead of creating a new lead@searchmojo SEARCH-MOJO.COM
  • UPCOMING WEBINAR Understanding Facebook’s Graph Search: Is It Really a Google Search Killer? • February 21, 2013 • 2:00 p.m. ET • Register today at www.search-mojo.com/graph-search@searchmojo SEARCH-MOJO.COM
  • WHAT’S NEXT? • Interested in hearing more about Search Mojo’s services? • Reach out to Janet & start a conversation! jmiller@search-mojo.com 800-939-5938 x101@searchmojo SEARCH-MOJO.COM
  • CONTACT Janet Driscoll Miller Sarah Lokitis jmiller@search-mojo.com slokitis@search-mojo.com 800-939-5938 x101 800-939-5938 x108 Google+: +Janet Driscoll Miller Google+: +Sarah Lokitis (and +Search Mojo) (and +Search Mojo) Twitter: @janetdmiller Twitter: @lokitis Facebook: Facebook: www.facebook.com/SearchMojo www.facebook.com/SearchMojo@searchmojo SEARCH-MOJO.COM