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Irina Skripnik
Global Product Marketing Manager,
LinkedIn
Sophia Wong
Marketing Intelligence & Analytics Manager,
LinkedIn...
Questions? Send them via Webex Q&A feature
Recorded? Of course!
Before we get started…
Feedback? Survey will be available ...
INTERNAL USE ONLY
Today’s Agenda
1
What pain points
will Sponsored
InMail alleviate?
2
LinkedIn’s secret
sauce for
Sponsor...
INTERNAL USE ONLY
Today’s Agenda
1
What pain points
will Sponsored
InMail alleviate?
Annual rate of B2B customer data decay:
66% job title, function, or company change
37% email address change
Source: 2015 s...
Half of B2B buyers start their solution research
with a web search, and 72% of buyers will use
Google at some point in the...
Asked for
suggestions/
recommendations
from users
Connected directly
with potential
vendors
Connected with
individual thou...
Combat dirty data & decay to decrease
bounce rates and unsubscribe rates
Benchmark email bounce rate: 1.10% and unsubscrib...
Improve content consumption by 2X
Timeframe January – August 2015. Sponsored InMail click rate based on sends. Unsubscribe...
Sponsored InMail average open and CTR by
vertical
0% 10% 20% 30% 40% 50%
Construction
Legal
Educational
Corporate
Arts
Tra...
Timely, convenient, and personal messages to people that matter most
to your business
LinkedIn Sponsored InMail
Optimized ...
Sponsored InMail provides exclusive share of
voice
70.6% receive only 1
Sponsored InMail annually
29.3% receive 2-3
Sponso...
LinkedIn Sponsored InMail
Examples
“What’s our secret sauce?
Clear, time sensitive, Sponsored InMail delivers a 8x
registration boost
Email
24.6% Opens
.74% Registrations
Sponsored In...
A compelling premium offer achieved CTR > 30%
Open rate: 41%
CTR: 32%
1 in 5 recipients downloaded report specific to their
region
Open rate: 67.4%
CTR: 20.5%
Open rate: 56.9%
CTR: 22.0%
INTERNAL USE ONLY
Today’s Agenda
3
Campaign Launch
Prep Tips
Context + Value + Mindset
.
New LinkedIn Messenger Experience is HereNEW
Threaded
messages
Chat style
interface
People centric
list view
.
New LinkedIn Messenger Experience is HereNEW
Custom call to
action button
Image banner for
branding impact
Easy to navig...
Seamless Member Experience on Mobile
How can you target and how should
you target
Shares and
consumes
content on
LinkedIn
Member of
groups about
entrepreneurship
and business
Keeps his
profile
updated
Advance
his career
Help his
company grow
Build
new skills
FixDex Inc., 201-500, Internet
Member of networking Groups
Senior Individual Contributor
Male
San Francisco, CA USA
COMPAN...
User Entered Title

Standardized Title

Function
Examples:
• Product Marketing Lead → Marketing
function
• Inventory man...
User Entered Title

Standardized Title

Seniority
Examples:
• Product Marketing Lead → Senior IC
• Operations manager → ...
Company Entered Name

Company Entered Industry

Company Entered # of employees
Sample Targeting Facets:
• Company Name →...
4 Most Common Methods of
Targeting
• Titles
• Job Function + Seniority
• Skills + Seniority
• Groups (+ Seniority)
Pro tip...
“How do you take your Sponsored
InMails from Great to Outstanding?”
Campaign Launch Prep Tips
Let your audience know
this message is relevant
for them but don’t go
overboard i.e.. “Hi
California event planner
working...
2. Focus on DM’s and Influencer audiences
NARROW IN ON THOSE WHO ARE MOST LIKELY TO ENGAGE
Influence the Influencer:
• Con...
GIVE THE MEMBER A GOOD REASON TO ENGAGE WITH YOUR CONTENT
3. The Impact of Your Message Starts with the
Preview
Sender:
Pe...
4. Good subject lines
Short, impactful subject
lines often utilize some of
the following key words:
1. Thanks
2. Exclusive...
THINK MEMBERS FIRST WHEN CRAFTING YOUR CONTENT
5. Give your message a unique and genuine voice
Strong visual: Support your...
The Helpful Advisor The VIP Invitation The Cliffhanger
Start by explaining how
your piece of content will
help your target...
PRO TIP: CLEAR CTA WILL MAXIMIZE CLICKS AND CONVERSIONS TO GATED CONTENT
7. Clear calls to action
Top InMail CTA keywords
...
Never miss an opportunity to reach your target
audience—no matter where they are or how
and when they choose to consume co...
9. Optimize the content for mobile
For best mobile performance make
sure:
• The copy is fewer than 1000 characters or
elim...
SYNERGISTICALLY WITH MULTIPLE FULL-FUNNEL PRODUCTS
10. Multi-Product Marketers gain performance
128% higher
open rates amo...
Best Practices Cheat Sheet
1. Optimizing for
relevance
• Ensure your message
resonates with your target
audience
• Always ...
INTERNAL USE ONLY
Today’s Agenda
4
Top Sponsored
InMails
Easy to read message with clear
value benefit to the target audience.
Concise message to a specific target
audience is the...
Provides a lot of upfront value by
referencing that this is an updated
report for this target audience.
The message is pas...
The message is highly personalized
and sites relevancy both for target
audience and location.
Very clever tactic to gather...
Captivating subject line
Message fits in well to be sent
from a company
Call-out that this is a once in a
lifetime opportu...
Highly personalized and concise
messaging got high engagement
and registrations
Message is easy to engage with
across desk...
Niche content finds a place on
LinkedIn with the use of an effective
targeting strategy.
Specific instructions on how the
...
Top Don’t Tips
1. Pushy Content
• Content that sounds like a
brochure or infomercial. Ex.
Who does ABC trust for
XYZ? Us! ...
Questions?
Irina Skripnik
Global Product Marketing Manager,
LinkedIn
Sophia Wong
Marketing Intelligence & Analytics Manage...
Data-Driven Best Practices for LinkedIn Sponsored InMail
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Data-Driven Best Practices for LinkedIn Sponsored InMail

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How can you reach engaged target audiences on LinkedIn to build more successful marketing programs across branding, email, demand gen or social?

After talking to marketers who have been using LinkedIn’s Sponsored InMail and looking at thousands of different campaigns, we’ve put together data-driven best practices to help you succeed with this highly underutilized tool. Combat data decay and reach highly engaged target audience on LinkedIn with valuable content that resonates!

In this session join LinkedIn's Global Product Marketing Manager Irina Skripnik and Business Analytics Manager Sophia Wong as they take a data driven approach to best practices.

- Featuring best in class customer examples and case studies
- Tutorial on leveraging your existing email content
- Live demo of real-time reporting dashboard and targeting capabilities

Published in: Marketing
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Data-Driven Best Practices for LinkedIn Sponsored InMail

  1. 1. Irina Skripnik Global Product Marketing Manager, LinkedIn Sophia Wong Marketing Intelligence & Analytics Manager, LinkedIn Data-Driven Best Practices for Sponsored InMail
  2. 2. Questions? Send them via Webex Q&A feature Recorded? Of course! Before we get started… Feedback? Survey will be available at the end of the webinar
  3. 3. INTERNAL USE ONLY Today’s Agenda 1 What pain points will Sponsored InMail alleviate? 2 LinkedIn’s secret sauce for Sponsored InMail 3 Campaign Launch Prep Tips 4 Top Sponsored InMails
  4. 4. INTERNAL USE ONLY Today’s Agenda 1 What pain points will Sponsored InMail alleviate?
  5. 5. Annual rate of B2B customer data decay: 66% job title, function, or company change 37% email address change Source: 2015 study by Biznology http://biznology.com/2015/02/b2b-data-decay-list-rental-buyer-beware/ How do you combat data decay?
  6. 6. Half of B2B buyers start their solution research with a web search, and 72% of buyers will use Google at some point in the research stage 57% will browse existing discussions on LinkedIn Source: 2014 B2B Buyer Landscape, Demand Gen, Pardot How do you make sure your content is consumed?
  7. 7. Asked for suggestions/ recommendations from users Connected directly with potential vendors Connected with individual thought leaders for opinions Did not use social Browsed existing discussions Professionals rely on LinkedIn as a content hub to educate themselves on buying decisions
  8. 8. Combat dirty data & decay to decrease bounce rates and unsubscribe rates Benchmark email bounce rate: 1.10% and unsubscribe rate: 0.23% Sponsored InMail bounce rate: 0% (it doesn’t bounce) and unsubscribe rate: .10% Timeframe January – August 2015. Sponsored InMail click rate based on sends. Source: http://mailchimp.com/resources/research/email-marketing-benchmarks/
  9. 9. Improve content consumption by 2X Timeframe January – August 2015. Sponsored InMail click rate based on sends. Unsubscribe rate based on opens. Source: http://mailchimp.com/resources/research/email-marketing-benchmarks/ Benchmark email open rate: 22.1% and CTR: 2.9% Sponsored InMail open rate: 41.2% and CTR: 4.8%
  10. 10. Sponsored InMail average open and CTR by vertical 0% 10% 20% 30% 40% 50% Construction Legal Educational Corporate Arts Transportation Government High-tech Non-Profit Manufacturing Consumer Service Recreational Media Medical Finance 0% 2% 4% 6% 8% 10% 12% 14% Construction Manufacturing High-tech Educational Government Finance Corporate Non-Profit Service Consumer Medical Recreational Transportation Media Arts Legal Average Open Rates Average CTR
  11. 11. Timely, convenient, and personal messages to people that matter most to your business LinkedIn Sponsored InMail Optimized for desktop and mobile
  12. 12. Sponsored InMail provides exclusive share of voice 70.6% receive only 1 Sponsored InMail annually 29.3% receive 2-3 Sponsored InMail annually
  13. 13. LinkedIn Sponsored InMail Examples “What’s our secret sauce?
  14. 14. Clear, time sensitive, Sponsored InMail delivers a 8x registration boost Email 24.6% Opens .74% Registrations Sponsored InMail 41.8% Opens 8.7% Registrations
  15. 15. A compelling premium offer achieved CTR > 30% Open rate: 41% CTR: 32%
  16. 16. 1 in 5 recipients downloaded report specific to their region Open rate: 67.4% CTR: 20.5% Open rate: 56.9% CTR: 22.0%
  17. 17. INTERNAL USE ONLY Today’s Agenda 3 Campaign Launch Prep Tips
  18. 18. Context + Value + Mindset
  19. 19. . New LinkedIn Messenger Experience is HereNEW Threaded messages Chat style interface People centric list view
  20. 20. . New LinkedIn Messenger Experience is HereNEW Custom call to action button Image banner for branding impact Easy to navigate left pane Custom greeting
  21. 21. Seamless Member Experience on Mobile
  22. 22. How can you target and how should you target
  23. 23. Shares and consumes content on LinkedIn Member of groups about entrepreneurship and business Keeps his profile updated
  24. 24. Advance his career Help his company grow Build new skills
  25. 25. FixDex Inc., 201-500, Internet Member of networking Groups Senior Individual Contributor Male San Francisco, CA USA COMPANY NAME INDUSTRYSIZE SCHOOL LOCATION JOB TITLE SENIORITY FUNCTION MIT FIELD OF STUDY Computer Science DEGREE Bachelor’s GRADUATION 2007, 30AGE CCNP, virtualization, cloudSKILLS Senior Network engineer GENDER GROUPS IP
  26. 26. User Entered Title  Standardized Title  Function Examples: • Product Marketing Lead → Marketing function • Inventory manager → Operations function • Yield manager → Sales function INFERRED FROM USER ENTERED TITLE Function Pro Tip: target by function to get relevancy + scale; target by title to reach experts and specialists with a highly
  27. 27. User Entered Title  Standardized Title  Seniority Examples: • Product Marketing Lead → Senior IC • Operations manager → Manager • Solutions marketing → Entry IC INFERRED FROM USER ENTERED TITLE Seniority Pro Tip: IC and Sr. IC are both decision makers and influencers. Don’t use Director + unless your message is
  28. 28. Company Entered Name  Company Entered Industry  Company Entered # of employees Sample Targeting Facets: • Company Name → LinkedIn • Company Industry → Internet • Company Size → 5,000-10,000 INFERRED FROM COMPANY PAGE Company Size & Industry
  29. 29. 4 Most Common Methods of Targeting • Titles • Job Function + Seniority • Skills + Seniority • Groups (+ Seniority) Pro tip: Add company size, industry to narrow in your target market TEST AUDIENCES TO FIND BIGGEST IMPACT Scale Your Target Audience Efficiently
  30. 30. “How do you take your Sponsored InMails from Great to Outstanding?” Campaign Launch Prep Tips
  31. 31. Let your audience know this message is relevant for them but don’t go overboard i.e.. “Hi California event planner working at an enterprise level company…” TAILOR YOUR CONTENT ACCORDINGLY – CALL OUT YOUR TARGET AUDIENCE 1. Target audiences want relevant content PRO TIP:
  32. 32. 2. Focus on DM’s and Influencer audiences NARROW IN ON THOSE WHO ARE MOST LIKELY TO ENGAGE Influence the Influencer: • Consider targeting Senior IC as part of your audience these are the Senior System Network Engineers, Senior Developers, Accountants, Lawyers, Scientists • You have a much bigger audience that will test products and influence the purchase vs. person signing the contract Pro tip: Owner/Partner/CXO content should be crafted specifically for this audienceOwner Partner CXO VP Director Manager Senior Entry Training Unpaid
  33. 33. GIVE THE MEMBER A GOOD REASON TO ENGAGE WITH YOUR CONTENT 3. The Impact of Your Message Starts with the Preview Sender: Person = personalized 1st person content “I” Company = content on behalf of a team or product Subject: Be concise about what the value member will get from the message. Description: Give member specific instructions what to do with your message ex. Register for… download the…
  34. 34. 4. Good subject lines Short, impactful subject lines often utilize some of the following key words: 1. Thanks 2. Exclusive invitation 3. Connect 4. Job opportunities 5. Join us LET THEM STAND OUT IN THE INBOX
  35. 35. THINK MEMBERS FIRST WHEN CRAFTING YOUR CONTENT 5. Give your message a unique and genuine voice Strong visual: Support your message content and call to action, but not distract Be concise, personal and relevant: Keep your copy under 1000 characters and include a body link Strong call to action: should be clear what action should be taken
  36. 36. The Helpful Advisor The VIP Invitation The Cliffhanger Start by explaining how your piece of content will help your target achieve professional success. Get your audience to react by inviting them to an exclusive event. Let them know it’s a limited opportunity Tell your audience just enough to pique their interest but not so much that they aren’t compelled to learn more. 6. Create content that’s helpful, informative and/or entertaining TRY WRITING FROM THESE PERSPECTIVES
  37. 37. PRO TIP: CLEAR CTA WILL MAXIMIZE CLICKS AND CONVERSIONS TO GATED CONTENT 7. Clear calls to action Top InMail CTA keywords 1) Try 2) Register 3) Reserve 4) Join 5) Confirm 6) Download Top Sponsored Update CTAs 1) Apply 2) Stop by 3) Download 4) Read 5) Check 6) Register
  38. 38. Never miss an opportunity to reach your target audience—no matter where they are or how and when they choose to consume content. 8. Take advantage of quick lead opportunities AS PROFESSIONALS CATCH UP ON CONTENT AT HOME
  39. 39. 9. Optimize the content for mobile For best mobile performance make sure: • The copy is fewer than 1000 characters or eliminate it all together. • The CTA is clear. • The landing page is optimized for the small screen.
  40. 40. SYNERGISTICALLY WITH MULTIPLE FULL-FUNNEL PRODUCTS 10. Multi-Product Marketers gain performance 128% higher open rates among those exposed to Display and Sponsored Updates first Infographics, blog posts, industry trends, influencer content, “behind the scenes” and exclusive content Best practice guides, case studies, product reviews, analyst reports, webinars, blog posts White papers, research briefs, product demos, trials, product reviews and comparisons, analyst reports Newsletters, recommendations, case studies, product news, tutorials Shape Perception Establish Trust Drive Traffic for Nurturing Nurture to Convince and Convert Earn New Leads
  41. 41. Best Practices Cheat Sheet 1. Optimizing for relevance • Ensure your message resonates with your target audience • Always ask, “why would the audience read this? • Consider targeting the influencer to the decision • Use a sender with credibility among the target audience 2. Optimizing content • Clearly outline benefits to the member for engaging with this message • Use concise, compelling and conversational intros • Include a concise call to action and be clear about what the reader should do • Make sure landing pages are optimized for mobile traffic 3. Amplify and personalize • Test to see what works with the audience and then refine • Be resourceful and use your existing content by reworking it to be conversational • Be genuine
  42. 42. INTERNAL USE ONLY Today’s Agenda 4 Top Sponsored InMails
  43. 43. Easy to read message with clear value benefit to the target audience. Concise message to a specific target audience is the best approach for offers and trials. Uses the intro copy to address the target audience and adds credibility by referencing their engineers Landing page does the educating and converting Top Sponsored InMails- Q3 2015
  44. 44. Provides a lot of upfront value by referencing that this is an updated report for this target audience. The message is passive and focused on information sharing not hard selling. These tactics are effective ways to distribute content like survey results or a research report. Top Sponsored InMails- Q3 2015
  45. 45. The message is highly personalized and sites relevancy both for target audience and location. Very clever tactic to gather decision makers in a community environment. Taps into a very broad desire to network: the main reason professionals use LinkedIn. The message is appropriate to the platform. Top Sponsored InMails- Q3 2015
  46. 46. Captivating subject line Message fits in well to be sent from a company Call-out that this is a once in a lifetime opportunity Message has a sense of limited availability and time sensitivity Top Sponsored InMails- Q3 2015
  47. 47. Highly personalized and concise messaging got high engagement and registrations Message is easy to engage with across desktop and mobile The image adds visual appeal to the message on desktop. Top Sponsored InMails- Q3 2015
  48. 48. Niche content finds a place on LinkedIn with the use of an effective targeting strategy. Specific instructions on how the report will be delivered and what to expect. The intro copy is concise and clear and adds to the image and call to action. Top Sponsored InMails- Q3 2015
  49. 49. Top Don’t Tips 1. Pushy Content • Content that sounds like a brochure or infomercial. Ex. Who does ABC trust for XYZ? Us! See what XYZ can do for your business • Don’t cast too wide of a net Ex. You or a colleague may benefit from this… • Avoid !!! and ALL CAPS • Don’t overload message with multiple calls to action, focus on one action and building trust 2. Hard to Navigate Website • The landing page should match the call to action and message. (ex. Demo in message vs. whitepaper or about us on landing page) • Your landing page should align with your goal ex. PDF is not ideal for conversions 3. Too much or too vague • Avoid getting all details into the message, your landing page should do the educating • Have a call to action that’s too long • Using a closing salutation if the message is coming from a company • Technical content coming from marketing or sales contacts
  50. 50. Questions? Irina Skripnik Global Product Marketing Manager, LinkedIn Sophia Wong Marketing Intelligence & Analytics Manager, LinkedIn

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