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Linked in vanguard fas 2019_8.23.2018_jp version
- 2. MEETING AGENDA LinkedIn Marketing Solutions Platform Benefits of Campaign Manager Campaign Recommendations Next Steps
- 3. 560M+ Professionals on LinkedIn 73M Senior-Level Influencers 45M Decision-Makers 8.2M C-Level Execs LMS PLATFORM LinkedIn is the largest global network of community and business professionals as well as being the most active with 260M unique monthly users. The quality and activity of our audience has made LinkedIn is the premier destination for professionals to share content with their peers.
- 4. CAMPAIGN MANAGER LinkedIn’s Campaign Manager allows users the freedom and tools needed to find their audience • Creative control of ads as well as selection of various products • Controlling cost through budget and pricing tools • Wide array of targeting parameters to provide best option for any given initiative • Reporting and Analysis provides users the ability to optimize mid-campaign for optimal performance and provides key learnings and insights to help shape future strategy
- 6. MOVING FORWARD Joint-Execution Plan Proposal Review Onboarding Launch
- 7. “WORDS AREWIND” - GEORGE R.R. MARTIN
Editor's Notes
- Lay Out Agenda: We will review the benefits of using the LMS Platform as opposed to other social media platform We will discuss the advantages of Campaign Manager tool specific to the pain points we have discussed previously I will share our recommendations specific to this campaign Discuss moving forward and actionable items
- LinkedIn has a different mindset than other social media platforms. Users come to LinkedIn with a purpose to consume professional content across a wide range of topics and industries. This aspirational mindset has led to the explosion of content being shared on the LinkedIn newsfeed. This has allowed LinkedIn to provide quality content equal to premium publishers and with superior engagement. LinkedIn has 9B content impressions, 15x more content impressions than job posting impressions and 57% come from mobile. 94% of B2B Marketers use LinkedIn to distribute content to their target audience. LinkedIn provides brand safe environment to connect with an engaged and active audience.
- With our Campaign Manager tool we give you the power to control your destiny and we provide you with all the tools, support, and resources you need to be successful. You have the ability to pick and choose your pricing, targeting and creative options in order to deliver the most successful campaign possible. Create Your Own Ads: You can choose from text ads, dynamic display, Sponsored InMail, and Sponsored Content. I will elaborate on those options and our recommendations on the next slide Pricing: You have the ability to turn on and off the faucet when it comes to pricing and spending. You can adjust delivery by total budget (deliver as fast as possible) or daily budget (for measured delivery throughout flight). You can also choose to base your pricing off CPM, CPC or Delivered InMail to choose the option that best matches your KPI Targeting: I have discussed the size and quality of our audience but we also provide precision at scale through our targeting options: Professional Targeting, Persona Targeting, Contact Targeting (email lists you can upload or add to platform), Account Targeting (uploading account lists to platform to reach decision-makers at target accounts), Website retargeting Results: By adding a LinkedIn Insight tag to your homepage/showcase page, we can provide a closed funnel attribution loop from prospecting through conversion. You can track your users through your sales cycle and determine the best optimizations. You also have insight into metrcis deeper than clicks, imps, and landing page visits. You will see post-click conversions, view-through conversions, cost-per conversion, conversion value, RoAS, Time Spent, giving you the information you need to help shape future strategies to ensure success
- Based off our previous conversations and my understanding of your needs I would highly recommend using our Sponsored Content, Sponsored InMail and Dynamic Ad solutions. Sponsored Content: As I mentioned before, LinkedIn has over 9B content impressions which is 15x more than job posting impressions. Through our platform you can publish content in the most-viewed/trafficked area in the space, the LinkedIn news feed. We worked with JP Morgan recently and their goal was to reach Financial Advisors and position themselves as leader in the space. By using sponsored Content they were able to reach 49% of US-Based FA’s and in doing so increased conversions on JPMAM site by 20%, increased FA followers of showcase 10x and delivered engagement rates 200% higher than platform benchmarks. Adobe wanted to establish itself as leader in digital marketing and raise awareness. Through sponsored content they were able to generate powerful results with 50% of marketers agreeing that “Adobe is shaping the future of digital marketing”, 2.5x more likely to agree that Adobe’s sponsored content caught their attention and 79% more likely to agree than Adobe can help optimize my media spend. Perosnalized Outreach: Most companies (55%) grade themselves as a C or lower when it comes to personalization efforts in marketing outreach. While high-schoolers may argue that is a pass, everyone in sales and marketing knows anything less than an A is a fail. These tools can help customize outreach and increase engagement Sponsored InMail: Personalized efforts will lead to higher engagement, more conversions and general success for marketing campaigns. To build our own base of LinkedIn Premium subscribers we used Sponsored InMail to target Job Seeker audience and we had great success. Sponsored InMail enables you to use real-time messaging to boost conversion rates. For this specific campaign we found targeted language could increase conversions by 11% and led to 75% increase in open rates and allowed us to reach 2M+ prospects a week. Another example: US Chamber of Commerce wanted to increase attendance at an aviation conference and by using targeted language through InMail they were able to achieve a 42% open rate for Sponsored Inmail. Dynamic Ads: You could use text ads and they are cheaper but I would advise against it. Dynamic Ads are proven to be more effective and thus, worth the cost in my book to reach your users. American Express Example: They were trying to reach SMB owners to inform them and educate them on services and ultimately drive conversions. By using combination of Sponsored Content, Sponsored Inmail and Dynamic ads they were able to reach their target audience efficiently and dramatically improve engagement and conversion metrics. 57% of al leads were driven by dynamic ads. 55% of all leads driven by media came through LinkedIn, 23 reduction in cost per lead when compared to previous year and 22% of linkedin leads converted into customers
- Joint-Execution Plan – formulating document around timeline, pricing, targeting, legal review, all steps required to complete the evaluation. Review Proposal prior to official sign-off Onboard & Ramp Up Launch
- Actions speak louder than words. I have had the opportunity to work with all of the brands listed above here across different, companies, product lines, and campaigns and the one constant throughout all of them has been me. Through Understanding my capabilities and their needs I was able to deliver solutions to these clients that solved their problems and allowed me to retain 80% of them for future or ongoing business. This wasn’t because of what I said, but what I was able to deliver. This is more than just a tagline or a motto, this is my personal philosophy and I practice what I preach both personally and professionally.