Live Webcast: LinkedIn Marketing Solutions 101
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Learn how to manage the content and insights on a company page, track your content’s engagement through our insight tags, and tap into demographic data through LinkedIn data overlayed on your website traffic.
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Live Webcast: LinkedIn Marketing Solutions 101
- 1. LinkedIn Marketing Solutions 101 Ryan Wilson, B2B Agency Lead Brittany Curtis, Agency Consultant
- 2. Ryan Wilson B2B Agency Lead | Chicago Brittany Curtis Agency Consultant | Chicago
- 3. Agenda 1 LinkedIn For Members • Build and Leverage your Professional Brand 2 LinkedIn For Marketers • LinkedIn Marketing Solutions • Case Studies 3 LinkedIn For Agencies • Tools and Resources for Agencies
- 5. Connect the world’s professionals to make them more productive and successful LinkedIn’s Mission
- 7. Profile Your Digital Professional Brand Profile Your Digital Professional Brand
- 8. 8 Keeping up with their networks Engaging with relevant, targeted content Following companies they care about Connecting with contacts Checking InMail from contacts, recruiters and brands Stay Connected Stay Informed Get Hired
- 9. Influencers Pulse Publishing Platform LinkedIn Our Content Evolution
- 12. Danie Seattle, WA USA Boston University COMPANY NAME INDUSTRYSIZE SCHOOL LOCATION JOB TITLE SENIORITY FIELD OF STUDY DEGREE GRADUATION AGE SKILLS GROUPS IP Communication Bachelor of Science 2011, 25-34 Simply Measured, 51- 200, Internet Senior Marketing Manager, Marketing, Senior IC CMA, LEWIS, Social Tools SEO, Social Media, Digital Marketing, Blogging LinkedIn Personas Career Changers Bachelors, but no Master Young & Upwardly Mobile FUNCTION
- 13. Assisted (through a LI Rep) $25K/quarter minimum Self-Service, Online Ads No spend minimums, can pay with credit card Sponsored Updates Sponsored Updates Sponsored InMail Text Ads LinkedIn Dynamic Ads (Onsite Display) ABM Targeting Capability (for SU & InMail) LinkedIn Persona Targeting Capability Assisted vs. Self-Service How to Work with LinkedIn
- 14. • Clients/agencies are able to provide their LinkedIn team with a .csv file of up to 30K companies (not e-mails), minimum of ~400 companies • This capability is only offered for assisted Sponsored Updates & Sponsored InMail campaigns (not available in self-serivce) • We will be able to layer on normal LinkedIn targeting (seniority, job function, etc.) on top of this list • You can use this list to include or exclude in your targeting strategy Sponsored Content and Sponsored InMail Extending Account-Based Marketing ASSISTED
- 15. • Objectives: Brand Awareness or Lead Gen • Extend your brand’s messaging to audiences beyond your company page followers • Choose to invest on a CPC or CPM model • Use Direct Sponsored Content to easily personalize and test your content ads Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Content ASSISTED & SELF- SERVICE Find detailed specs here: http://adspecs.liasset.com/
- 16. Five Quick Sponsored Content Tips
- 17. Tip #1: Clickable link in headline CTA creates urgency If DR is the Goal, Design for an Action
- 18. Tip #2: Target Intelligently Do start your targeting broad Do utilize “IC” segment Don’t combine all demographics in one campaign Don’t start too niche
- 19. 19 Tip #3: ALWAYS Test and Optimize
- 20. Tip #4: Give your Content Strategy a Voice Directly calls out the Target Tone is human and casual
- 21. 21 Tip #5: All Professional are Consumers too…
- 22. • Objectives: Direct Response • Breakthrough the limits of traditional email marketing with 100% deliverability • Engage your key audiences across desktop and mobile Find detailed specs here: http://adspecs.liasset.com/ Drive more leads and get the attention of your highest-value audiences on LinkedIn with targeted messages delivered right to their inboxes LinkedIn Sponsored InMail ASSISTED
- 23. InMail for Reports, eBooks & Whitepapers
- 24. • Objectives: Brand Awareness • Reach professionals in a focused, relevant context • Deploy a variety of formats from IAB standard formats to highly engaging native ads such as Spotlight Ads and Follow Company Ads Find detailed specs here: http://adspecs.liasset.com/ Reach and Engage more than 433M Professionals LinkedIn Native Display ASSISTED
- 25. • Objectives: Brand Awareness • Reach professionals in a focused, relevant context • Use your own first- or third-party data to retarget website visitors, CRM contacts, lookalike audiences and more. • Leverage LinkedIn audience segments to programmatically reach professional audiences based on their company size, seniority, professions and more. Find detailed specs here: http://adspecs.liasset.com/ Reach and Engage more than 450M Professionals LinkedIn Programmatic Display PROGRAMMATIC Open Auction LinkedIn Private Auctions Target/retarget using your own data ✓ ✓ Target using predefined LinkedIn audience segments* ✓ LinkedIn homepage targeting option ✓ Advertisers must be whitelisted Yes Yes *Targeting that uses first- and third-party cookie data cannot be combined with LinkedIn audience segment targeting.
- 27. Manage the Content and Insights on a Company Page LinkedIn Company Pages
- 28. A Look at What’s Trending on LinkedIn Trending Content Search by Segment Search by Topic
- 29. How Engaging is Your Brand Compared to its Competitors? Content Marketing Score
- 30. LinkedIn Data Overlay on your Website Traffic LinkedIn Insights Tag • Discover the business demographics of your website • Track conversions for Sponsored Content and Text Ads through the Insights Tag
- 31. Visit business.linkedin.com for more information Thank You!
- 32. Best Practices, Case Studies and Webcasts Quick Resources • Check out LinkedIn’s Agency Microsite and Blog for updated resources and webcast recordings. • Visit the eBook and webinar library for updated best practices and examples of best in class advertising on LinkedIn. • Visit the Marketing Solutions case study library to see how brands in various regions and industries are engaging with the world’s largest network of professionals. • Learn how to become an admin of your client’s company page
- 35. LinkedIn offers growing businesses an easy, self-service advertising platform to generate leads from their target audiences through Text Ads and Sponsored Updates. Marketers can get in front of the right prospects and drive them to their landing pages. Pay-per-click (PPC) or cost per impressions (CPM) pricing options without long-term contracts allow advertisers to fully control their own budgets. Get in front of the right prospects of business decision-makers and drive them to your landing page to generate high-quality leads while controlling your costs. Stay visible while your audience is active throughout the platform. Where do they appear? • Desktop only • Text link at top of homepage (images/ logos omitted); right- hand rail or horizontally at bottom of LinkedIn pages: homepage, profile page, search results, groups, SlideShare Reach a premium professional audience where they’re most engaged, proactively consuming content in the LinkedIn feed across all devices. Increase brand awareness and credibility by developing relationships with prospects early in the consideration process and drive high-quality leads. Where do they appear? • Desktop, tablet, phone • LinkedIn news feed LinkedIn Online Ads (Self-Service) Get Started with Online Ads Here! Text Ads Sponsored Updates
- 36. . Custom Call to Action Button Image Banner for Branding Impact Easy to Navigate Left Pane Custom Greeting
- 37. Custom Greeting Easy to read formatting Contextual hyperlink Easy to navigate opt-out menu
- 38. 1. Assisted SU and Sponsored InMail products 2. Matching only on company name .CSV template format 3. We must match at least 100 companies 4. Suggested list size: 500 companies; Maximum 30K companies 5. Audience Expansion is not be available at this time 6. All standard targeting facets available except Member Personas 7. Matched company list can’t be shared with customers for privacy/compliance reasons 8. Standard Campaign Manager reporting will be available. Reporting at company level will not be available for privacy/compliance reasons. 9. No same day campaigns +48 hours for forecast & launch SLAs 10. Include or exclude up to 30K companies 10 Things You Need to Know About Account Targeting on LinkedIn
- 39. • 2015 Sophisticated Marketer’s Guide to LinkedIn (comprehensive, indexed guidebook to leveraging LinkedIn for brands)https://linkedin.box.com/LNKD-SophGuide-2015 • Crash-course in Full-funnel Marketing https://linkedin.box.com/Funnel-Marketing • LMS Blogs (navigate by topic) http://marketing.linkedin.com/blog/topics/ • “How Agencies Can Leverage the LinkedIn Ecosystem” (recorded webinar) http://www.slideshare.net/LImarketingsolutions/live-webinar-how-agencies-can-leverage-the-linkedin-ecosystem • “Mindset Matters” Research (2012) – Personal vs. Professional network audience behavior https://linkedin.box.com/Mindset-Divide • “Spotlight on Content” Research (2014) – A refresh of the Mindset analysis above, focusing on content engagementhttps://linkedin.box.com/Mindset-Spotlight-On-Content • B2C Audience, the ‘Prosumer’ Research – In-depth look at Professionals as Consumers on our platform https://linkedin.box.com/B2C-prosumer-ebook • “Social Bridge to the IT Committee” https://linkedin.box.com/US-ITCommittee-Research • LinkedIn Partner Program (SU API partners (4C, Social.com, etc.), Certified Development & Content Partners (e.g. FHContentWorks) https://business.linkedin.com/marketing-solutions/certified-marketing-partners • The LinkedIn Economic Graph Project https://www.linkedin.com/company/linkedin-economic-graph • Published posts by CEO Jeff Weiner (a look at how he thinks, how he leads, sings karaokes, and more …) https://www.linkedin.com/today/posts/jeffweiner08 Additional Resources
- 40. Targeting for Paid Solutions
- 41. Replicon (Sponsored InMail, Sponsored Updates): Workforce management SaaS software provider uses Sponsored InMails to get 11X higher response rates, at a CPL 73% better than other social channels. PDF International Coach Foundation (Sponsored InMail, Sponsored Updates, Display Ads): Membership organization enrolls 1,900 new members, sees ROI of 1,761% after multi-product campaign. PDF U.S. Chamber of Commerce (Sponsored InMail, Spotlight Ads): Business organization uses InMails and ads to drive sellout attendance for aviation-focused event; 42% open rate for InMails. PDF Duke (Sponsored InMail): M.B.A. program generates 400% increase in conversions, and increases sales pipeline closure by 300%. PDF Sponsored InMail Case Studies
- 42. Insights to Increase Engagement Among Target Audience Content Marketing Score
Editor's Notes
- Just to orient you all to our overall mission as a company. Our true north as an organization is centered on helping professionals (like all of you) to connect with other professional to ultimately make you more productive and more successful - in your current roles, and wherever you choose to take your careers. This is really the first order priority that drives our day to day.
- Not to mention influencers, searching
- Influencers – October 2012 Acquired Pulse – April 2013 Sponsored Updates – July 2013 Long-form content – July 2014
- Ok, let’s start our journey down the funnel. And, content marketing plays a huge role in driving prospects from one stage to the next. Especially in B2B, it’s key to get relevant, helpful content in front of your target prospects throughout the buy process to build brand credibility and educate prospects. LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 300M+ professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed. As reflected in the funnel graphic, Sponsored Updates is arguably our most versatile product in that you can design your program to serve upper funnel branding and awareness objectives….or lower funnel, direct response, leads goals, depending on your content approach
- You guys know more about this than I do Make big changes 12 tweaked versions you’re not gonna have stat sig
- Click bait titles – what is avg salary? That’s juicy topic Targeting – seen by mech engineers, content that’s specific to that audience Obv what they’re getting out of it – learn about trends / help you next career move
- As we now move firmly into the lower half of the funnel where direct response goals reign supreme, Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level. Sponsored InMail is the most direct way to engage your prospects on LinkedIn. Our customers use Sponsored InMail to drive tangible DR metrics – leads, CPL, pipeline. And, they do that by getting the attention of the audiences they care about on by delivering targeted, personalized messages right into their LInkedIn inbox.
- As we touched on, your prospects are now doing most of their research online: Looking at your website, your competitors’ website, reviewing analyst reports, comparing notes with peers on social networks, etc. So, they’re in firm control of where and when they engage your brand. The punchline = this puts the onus on your marketing team to keep your company’s brand and content in front of prospects early and often during the purchase process so you’re on they’re radar early. LinkedIn Display Advertising gives you two powerful ways to make sure you’re on the radar and building brand with the right audiences: LinkedIn Onsite Display and LinkedIn Network Display. In other words, if you’re focused on upper funnel goals…you’re looking to reach new audiences, make sure they know who you are and what you do – LinkedIn Display Advertising should be in your program mix. Now, if context is king in your book -- i.e., you’re all about quality brand association, and knowing exactly where your brand appears, you can use LinkedIn Onsite Display to put your brand in front of more than 300M professionals in the premium, high quality context that the LinkedIn site provides. Onsite Display gives you a great vehicle for accurately targeting members on LinkedIn with IAB-standard ads, and ad formats unique to LinkedIn like including Company Ads, Spotlight Ads, and others…
- As we touched on, your prospects are now doing most of their research online: Looking at your website, your competitors’ website, reviewing analyst reports, comparing notes with peers on social networks, etc. So, they’re in firm control of where and when they engage your brand. The punchline = this puts the onus on your marketing team to keep your company’s brand and content in front of prospects early and often during the purchase process so you’re on they’re radar early. LinkedIn Display Advertising gives you two powerful ways to make sure you’re on the radar and building brand with the right audiences: LinkedIn Onsite Display and LinkedIn Network Display. In other words, if you’re focused on upper funnel goals…you’re looking to reach new audiences, make sure they know who you are and what you do – LinkedIn Display Advertising should be in your program mix. Now, if context is king in your book -- i.e., you’re all about quality brand association, and knowing exactly where your brand appears, you can use LinkedIn Onsite Display to put your brand in front of more than 300M professionals in the premium, high quality context that the LinkedIn site provides. Onsite Display gives you a great vehicle for accurately targeting members on LinkedIn with IAB-standard ads, and ad formats unique to LinkedIn like including Company Ads, Spotlight Ads, and others…
- Sharing matched companies with customers is a non starter until we rebuild our audience counts functionality, this work is actively underway and hope to launch in early Q2 then we can revisit this. Our other option is to hold the launch until we get the new audience counts engine out. Minimum list size: our biggest learning during the pilot is that we run into significant scale issues with smaller list sizes, we must match at least 100 companies to successfully create a segment so we are just trying to determine a minimum list size that won't waste resources to get to 100 matches while also ensuring enough scale to successfully deliver a reasonable budget. We will keep working on this to come to a reasonable place. While we are well aware competitors are ahead of us here we are doing our best with an engineering team a small fraction of the size of others to deliver answers for what customers are looking for. The 24 hour delay for forecasting a segment generation is a reality for now, again we could hold the launch up until the second half of the year and put our resources against reducing this delay but it is a massive engineering investment so would delay not just launch of the account targeting but also future use case (email/CRM matching).
- Facilitator Notes: [Insert here]