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Using LinkedIn Paid Ads to support a lead generation campaign

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Presented at Brighton SEO, Jake Potter, Global Social Media Manager at Colt Technology Services shared how his organisation generated leads through an always on paid social strategy, focused on LinkedIn. This session will cover how leveraging the data from paid social results can be used to optimise the content for ongoing campaigns and different country-content.

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Using LinkedIn Paid Ads to support a lead generation campaign

  1. 1. Using LinkedIn Paid Ads to support a lead generation campaign Jake Potter // Colt Technology Services @jake.potter4
  2. 2. Our channels of focus Colt has almost 130k followers across social media:  LinkedIn: 116k  Twitter: 8k  Facebook: 2.5k  Youtube: 1k  Instagram: 1.5k. Colt: The current state of social
  3. 3. The social engine: Video content Organic Social Paid social media Social selling Tools for salespeople Paid social media Form fills Social Remarketing Hot topics Social selling hub Awareness Influence Insights Leads Nurture
  4. 4. 4 How does Colt generate leads from LinkedIn paid ads?
  5. 5. Who’s been doing paid social this year? Who has done paid social activity on LinkedIn this year? Who has done paid social activity this year?
  6. 6. In 2018, Colt started an always on Paid Social approach, focussing on LinkedIn At a high level:  Four key campaigns per year  6 languages  Target audience list  Demographic targeting  Lots & lots of testing Paid social: Always on
  7. 7. Taking a more considered approach Hot leads Deliver gated content Use LinkedIn IP Tracking Branded content Strengthen your brand for more downloads later Add LinkedIn IP tracking code to webpages to prepare for later Serve up super gated content based on list targeting
  8. 8. 8 Paid social approach, where to start?
  9. 9. 9 Paid social approach, where to start? LinkedIn is our largest audience The targeting features Support our key languages
  10. 10. You’ve got your high-level strategy, what next? Testing!
  11. 11. 11 Test #1 What call to action do you prefer? Learn more Get the guide
  12. 12. 12 Test #2 Which asset do you prefer? Now you need to do this across all your target languages
  13. 13. 13 Optimisation
  14. 14.  At Colt, we measure our results based off of CTR that are inline with technology benchmarks  If posts perform above the benchmark, great! If not, then it must be optimised  Here are some of the conclusions we’ve drawn from data:  Posts that include a stat perform better  Interactive assets such carousel images and videos work best  Every language has different preferences 14 How to optimise: drawing conclusions from data Some optimisations we’ve made at Colt include:  Removing a post that proves to be controversial  Editing assets to have a different CTA  Swapping dark images to light
  15. 15. 15 Other conclusions we can draw from our paid activity Our UK audience likes short videos Our DE audience likes Berlin Our JP audience likes bright images
  16. 16. 16 A joined-up approach
  17. 17.  At the end of the day, we want to generate leads for the company, and paid social alone will not do that  Share your strategy with everyone in your team and beyond, this way you can create a joined- up approach that helps you all get to your goals  Be accountable for your KPIs but help others reach theirs  When thrown into the mix with SEO, landing pages, PPC and global campaigns, this is when the power house works well  Conversion from paid social may not be clear, so with good SEO, our site is easily found on search engines, and an optimised websites means a great user experience 17 Say goodbye to the silo
  18. 18. 18 Planning for the future – keeping it data-driven
  19. 19. When building your 2020 lead generation strategy:  Create actionable insights from the results of your paid social  Add KPIs based off of industry benchmarks  Work with teams to deliver your KPIs together 19 You’ve got the data, now what?
  20. 20. 20 3 golden rules:
  21. 21. 21 #1 Always use data available
  22. 22. 22 #2 Test everything for all languages
  23. 23. 23 #3 Optimise, optimise, optimise!
  24. 24. Thank you

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