[PUBCON 2013] LinkedIn Marketing

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Janet Driscoll Miller's presentation from the Pubcon 2013 session "LinkedIn Marketing."

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  • First: We know that search, both paid and organic, are highly impactful and successful tactics at driving lead generation effort.
  • Second, we know that long tail keywords generate the most conversions and sales.
  • Who is searching this term?
    The soccer mom who is managing a Facebook page for her child’s soccer team?
    Or the CMO of a Fortune 500 company?
  • Just an example of some of the highest costs for click through rate last year.
  • And while we know long tail is effective, Google is severely limiting long tail.
  • Provides the high level of demographic targeting that Google cannot
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    Provide IT management/monitoring solution
    Not a single-point solution
    Product addresses multiple IT challenges
    Leads to broad keywords
    Examples:
    Cloud monitoring
    Systems monitoring
    Server monitoring
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  • [PUBCON 2013] LinkedIn Marketing

    1. 1. LINKEDIN MARKETING PUBCON LAS VEGAS OCTOBER 24, 2013
    2. 2. THE PAID SEARCH CHALLENGE
    3. 3. @searchmojo WHAT WE ALREADY KNOW ABOUT SEARCH
    4. 4. @searchmojo WHAT WE ALREADY KNOW ABOUT SEARCH
    5. 5. @searchmojo THE KEYWORD CHALLENGE • “Social Media Management Software” – Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term?
    6. 6. @searchmojo 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
    7. 7. @searchmojo 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
    8. 8. THE ANSWER: COMBINE SOCIAL WITH SEARCH
    9. 9. @searchmojo WHY SOCIAL ADS? http://www.youtube.com/watch?v=DJLDF6qZUX0
    10. 10. @searchmojo WHAT IS THE MAKEUP OF LINKEDIN? Source: LinkedIn
    11. 11. @searchmojo 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
    12. 12. @searchmojo WHAT TO EXPECT? • $10/day minimum • No day parting • GMT Time • 0.02% CTR • Keyword freedom
    13. 13. @searchmojo LINKEDIN ADVERTISING
    14. 14. @searchmojo LINKEDIN ADVERTISING
    15. 15. @searchmojo TARGETING SWEET SPOT Groups Company & Title Targeting SWEET SPOT!
    16. 16. @searchmojo MAKING LINKEDIN SUCCESSFUL • Know your buyer personas – Who are your buyers? – What messaging resonates with them? • Use LinkedIn to target those individuals with those specific offers/messages
    17. 17. @searchmojo MEASURE
    18. 18. Google Retargeting ads focused on IT management show to user User Responds to Offer (Fills out form) User Does Not Respond to Offer (Doesn’t fill out form) User clicks on social ad Mark person as IT manager Ad targeted towards IT managers Landing page, focused on a particular software solution/offer BRINGING IT ALL TOGETHER WITH SEARCH
    19. 19. CASE STUDY: SCIENCELOGIC
    20. 20. @searchmojo ABOUT SCIENCELOGIC “After two years of running this system, we've not found anything it can’t manage.” - InfoWorld Test Center • Founded 2003 • 69% year over year growth • HQ in Virginia • Sales offices – London, Sydney COMPANY SOFTWARE Enterprise / Corporate ITService ProvidersFederal / Government BEST ENABLING MSP TECH
    21. 21. @searchmojo OUR PRODUCT
    22. 22. @searchmojo OUR COMPETITION • Big 4 – HP, IBM, CA, BMC – Large ad budgets – Established, highly recognizable brands • New competitors constantly enter fray • Noisy, crowded space
    23. 23. @searchmojo THE CHALLENGES WITH KEYWORD-BASED SEARCH ADS • High cost per click – Some upwards of $30/click • Long tail keywords wouldn’t always generate an ad
    24. 24. @searchmojo LINKEDIN ADVERTISING WITH RETARGETING 0 50 100 150 200 250 300 350 400 2011 2012 Conversions
    25. 25. @searchmojo LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Conversions
    26. 26. @searchmojo LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Cost per Lead
    27. 27. @searchmojo LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Cost
    28. 28. SEARCHMOJO.COM ROI OF LINKEDIN 281% 1178% (pipeline)(revenue) ROI
    29. 29. @searchmojo WHY LINKEDIN IS SO STRONG FOR B2B • Targeted to affinity/professional groups that people self-select vs. search keywords – Keyword context may not always be clear • LinkedIn starts with groups that you KNOW the size of, their common interests are, etc. • LinkedIn is also cheaper for now because there is less competition for advertising. • LinkedIn targeting can be very specific – not just to groups, but also down to companies and titles.
    30. 30. @searchmojo BRINGING IT ALL TOGETHER Google Retargeting Ads Nurturing via Marketing Automation Demographic Targeting via LinkedIn Ads Opportunity
    31. 31. @searchmojo CONTACT Janet Driscoll Miller jmiller@search-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller (and +Search Mojo) Twitter: @janetdmiller Facebook: www.facebook.com/SearchMojo

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