[PUBCON 2013] LinkedIn Marketing
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[PUBCON 2013] LinkedIn Marketing



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

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



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    [PUBCON 2013] LinkedIn Marketing [PUBCON 2013] LinkedIn Marketing Presentation Transcript

    • @searchmojo SEARCH-MOJO.COM
    • @searchmojo SEARCH-MOJO.COM
    • • “Social Media Management Software” – Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term? @searchmojo SEARCH-MOJO.COM
    • • “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 @searchmojo SEARCH-MOJO.COM
    • • 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
    • http://www.youtube.com/watch?v=DJLDF6qZUX0 @searchmojo SEARCH-MOJO.COM
    • Source: LinkedIn @searchmojo SEARCH-MOJO.COM
    • • 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 @searchmojo • 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 SEARCH-MOJO.COM
    • • • • • • $10/day minimum No day parting GMT Time 0.02% CTR Keyword freedom @searchmojo SEARCH-MOJO.COM
    • @searchmojo SEARCH-MOJO.COM
    • @searchmojo SEARCH-MOJO.COM
    • Groups @searchmojo SWEET SPOT! Company & Title Targeting SEARCH-MOJO.COM
    • • Know your buyer personas – Who are your buyers? – What messaging resonates with them? • Use LinkedIn to target those individuals with those specific offers/messages @searchmojo SEARCH-MOJO.COM
    • @searchmojo SEARCH-MOJO.COM
    • Ad targeted towards IT managers Mark person as IT manager User clicks on social ad Landing page, focused on a particular software solution/offer User Responds to Offer (Fills out form) User Does Not Respond to Offer (Doesn’t fill out form) Google Retargeting ads focused on IT management show to user
    • COMPANY • Founded 2003 • 69% year over year growth • HQ in Virginia • Sales offices – London, Sydney SOFTWARE “After two years of running this system, we've not found anything it can’t manage.” - InfoWorld Test Center BEST ENABLING MSP TECH Federal / Government @searchmojo Service Providers Enterprise / Corporate IT SEARCH-MOJO.COM
    • @searchmojo SEARCH-MOJO.COM
    • • Big 4 – HP, IBM, CA, BMC – Large ad budgets – Established, highly recognizable brands • New competitors constantly enter fray • Noisy, crowded space @searchmojo SEARCH-MOJO.COM
    • • High cost per click – Some upwards of $30/click • Long tail keywords wouldn’t always generate an ad @searchmojo SEARCH-MOJO.COM
    • Conversions 2012 2011 0 @searchmojo 50 100 150 200 250 300 350 400 SEARCH-MOJO.COM
    • Conversions 2011 @searchmojo 2012 SEARCH-MOJO.COM
    • Cost per Lead 2011 @searchmojo 2012 SEARCH-MOJO.COM
    • Cost 2011 @searchmojo 2012 SEARCH-MOJO.COM
    • % 281 (revenue) ROI % 1178 (pipeline) SEARCHMOJO.COM
    • • 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. @searchmojo SEARCH-MOJO.COM
    • Demographic Targeting via LinkedIn Ads @searchmojo Nurturing via Marketing Automation Google Retargeting Ads Opportunity SEARCH-MOJO.COM
    • 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 @searchmojo SEARCH-MOJO.COM