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


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

    1. 1. @marketingmojo | #mojowebinar | LINKEDIN ADVERTISING: THE KEY TO MORE (AND BETTER) B2B LEADS Tad Miller Vice President of Accounts Sarah Lokitis, Social Media Manager
    2. 2. @marketingmojo | #mojowebinar | TODAY’S PRESENTERS Tad Miller Vice President of Accounts, Marketing Mojo Follow on Twitter: @jstatad Sarah Lokitis Social Media Manager, Marketing Mojo Follow on Twitter: @lokitis
    3. 3. @marketingmojo | #mojowebinar | ABOUT MARKETING 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
    4. 4. @marketingmojo | #mojowebinar | OUR CLIENTS
    5. 5. @marketingmojo | #mojowebinar | B2B SEARCH PROBLEMS
    6. 6. @marketingmojo | #mojowebinar | 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
    7. 7. @marketingmojo | #mojowebinar | KEYWORD DEMOGRAPHICS • Sometimes keywords have demographic overlaps between consumer and business searches • “Battery Testing” has 320 Google Searches a month • Consumers seeking information on testing their car batteries and small batteries • Other B2B/Consumer Battery Testing – laptop batteries • Hybrid/Electric Car Battery Testing Consumer s B2B B2B Niche
    8. 8. @marketingmojo | #mojowebinar | 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 Twitter Account. Chief Marketing Officer of Xerox
    9. 9. @marketingmojo | #mojowebinar | GOOGLE RANKS BY QUERY TYPE Google views search queries three different ways and its algorithms 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”
    10. 10. @marketingmojo | #mojowebinar | 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”
    11. 11. @marketingmojo | #mojowebinar | 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
    12. 12. @marketingmojo | #mojowebinar | 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 “business VOIP solutions $51 CPC “managed hosting providers” $49 CPC “data room services” $41 CPC “VPS Dedicated Server” $32 CPC “managed services provider” $31 CPC “merchant account providers” $28 CPC “medical billing software” $27 “best conference call service” $25 CPC “domain names registry” $24 CPC “online backup software” $24 CPC “server monitoring software” $24 CPC “managed IT services” $23 CPC “CRM Software Programs” $22 CPC “business credit card” $19 CPC “business bank account” $15 CPC Search Engine Marketing Roundup
    13. 13. @marketingmojo | #mojowebinar | 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
    14. 14. @marketingmojo | #mojowebinar | 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
    15. 15. @marketingmojo | #mojowebinar | THE MATH • Low Search Volume • High Cost Per Click • Low Conversion Rate • Long Sales Cycle • Low Close Rate • Too few leads for too much cost Cost Per Lead
    16. 16. @marketingmojo | #mojowebinar | LINKEDIN CASE STUDY Our B2B Client had only utilized traditional search PPC advertising on Google AdWords for about 13 months › Mostly going for “Contact Us” conversions › Only delivered 145 Form Completions › Over $13 CPC › Over $600 Cost Per Lead
    17. 17. @marketingmojo | #mojowebinar | 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
    18. 18. @marketingmojo | #mojowebinar | LINKEDIN ADVERTISING: A PRIMER
    19. 19. @marketingmojo | #mojowebinar |
    20. 20. @marketingmojo | #mojowebinar | WHY LINKEDIN? Source: LinkedIn
    21. 21. @marketingmojo | #mojowebinar | WHO ARE THOSE 200 MILLION PEOPLE? Source: LinkedIn
    22. 22. @marketingmojo | #mojowebinar | ADS CONNECT TO YOUR COMPANY PAGE
    23. 23. @marketingmojo | #mojowebinar | DEFINE YOUR TARGET AUDIENCE ? ? ? ? ? ? ?
    24. 24. @marketingmojo | #mojowebinar | TARGETING OPTIONS
    25. 25. @marketingmojo | #mojowebinar | TARGETING SWEET SPOT Groups Company & Title Targeting SWEET SPOT!
    26. 26. @marketingmojo | #mojowebinar | SEARCH LINKEDIN SUGGEST • Search Alpha patterns [keyword] a, [keyword] b, [keyword] c, etc.
    27. 27. @marketingmojo | #mojowebinar | LINKEDIN ADVERTISING OPTIONS • LinkedIn Marketing Solution › Display and social ads › Dedicated LinkedIn account manager › Minimum spend = $25,000/3 months › Guaranteed inventory and delivery › Cost per impression (CPM) › As low as $25 CPL • LinkedIn Self-Serve Ads – Text Ads with Small Image – No Minimum Spend – Cost per impression (CPM) OR Cost per click (CPC) – As low as $13 CPL
    28. 28. @marketingmojo | #mojowebinar | WHAT TO EXPECT? • $10/day minimum • No day parting • GMT Time • 0.02% CTR • Keyword freedom
    29. 29. @marketingmojo | #mojowebinar | ANATOMY OF A LINKEDIN AD
    30. 30. @marketingmojo | #mojowebinar | LINKEDIN AD BEST PRACTICES • Include a call to action • Test different images › Bright colors › Smiling faces • Match offer and copy to target audience
    31. 31. @marketingmojo | #mojowebinar | WHAT IS THE RIGHT OFFER? • Test different offers › White paper › Webinar › Request more info › Sign up
    32. 32. @marketingmojo | #mojowebinar | MEASURE
    33. 33. @marketingmojo | #mojowebinar | LINKEDIN AND THE SALES CYCLE • LinkedIn puts leads in the funnel • Marketing automation nurtures leads so they can become opportunities Lead Opportunity Sale Marketing Automation
    34. 34. @marketingmojo | #mojowebinar | LEAD UPDATE • Marketing automation UPDATES a lead’s profile instead of creating a new lead Without Marketing Automation Without Marketing Automation
    35. 35. @marketingmojo | #mojowebinar | CONTACT Tad Miller 800-939-5938 x102 Google+: +Tad Miller Twitter: @jstatad