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Succeed in 2016 with LinkedIn: Rethink Marketing


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Listen in as Keith Richey dives into how to rethink your marketing strategy in 2016 and succeed using LinkedIn Marketing Solutions.

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Succeed in 2016 with LinkedIn: Rethink Marketing

  1. 1. @LinkedInMktg Succeed in 2016 with LinkedIn Keith Richey Director, Global Marketing January 6, 2016
  2. 2. How to Engage with Us  Got a question? Submit it in the Webex Q&A box  Recorded? Of course!  Feedback? Survey will be available at the end of the Webinar  Follow us:  Twitter: @LinkedInMktg  LinkedIn
  3. 3. @LinkedInMktg What success looks like now Our team’s approach Buyer evolution
  4. 4. @LinkedInMktg 10Pieces of content are consumed before a purchasing decision is made 90%Before customers reach out directly It’s a challenging world Source: Forrester, “Accelerating Revenue in a Changed Economy” Source: Zero Moment of Truth Study, Google
  5. 5. @LinkedInMktg Relevant content is the answer.
  6. 6. @LinkedInMktg 41% of online ads reach the wrong audience* 60-70% Content goes unread** *Defining Online Ad Success: How benchmarks are shifting as advertisers take aim,” Nielsen **Inciting a B-to-B Content Revolution,” Sirius Decision ***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. The challenge remains Reach the right people and convert high quality prospects
  7. 7. @LinkedInMktg Reach only the right people Deliver highly relevant content in the right channel Acquire new customers Imagine if the funnel worked like it should
  8. 8. @LinkedInMktg Display Sponsored Updates Sponsored InMail Full-funnel analytics & reporting products that impact every stage of your funnel and get results The only full-funnel professional platform
  9. 9. @LinkedInMktg Peers 1MM+ posts/wk in Groups 130k/wk Member Posts News 2MM+ Publishers LinkedIn Pulse Brands 7MM+ Company Pages Company Updates 18MM+ Slideshares Elevate Education 270k+ Lynda videos Professional Publishing Platform Thought Leaders 500+ Influencers
  10. 10. @LinkedInMktg 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 32M 400M+ Professionals join daily
  11. 11. @LinkedInMktg Connections Company Industry Size Skills GenderEducation Geo Groups Standardized job titles SeniorityFunction Occupation Powered by rich first-party data
  12. 12. @LinkedInMktg Who would you like to reach? Available Targeting Facets Company Name, Industry, Size Job Title, Function, Seniority Member Skills Schools, Degree, Field of Study Groups Gender & Age
  13. 13. @LinkedInMktg What success looks like now Our team’s approach Buyer evolution
  14. 14. @LinkedInMktg Build thought leadership Generate leads Generate awareness Success with three objectives
  15. 15. • Target professionals who live in target cities along key routes • Identify members who belong to LinkedIn groups related to business travel in Asia “We knew we needed to advertise where business people – and especially the business travelers – are going to be. They’re on LinkedIn.” Dennis Owen, VP Marketing Americas, Cathay Pacific Airways Generate product awareness
  16. 16. @LinkedInMktg LinkedIn Onsite Display Reach a professional audience in a premium context Target LinkedIn members with accuracy based on the professional member profile, including audience segments unique to LinkedIn. Reach your audience in the high-quality context of the LinkedIn desktop experience Deploy a variety of formats from IAB standard ads to highly engaging native formats
  17. 17. @LinkedInMktg “LinkedIn’s ability to target our campaign helped us find the quality leads we needed for the sales funnel. We’re starting conversations with the right people, which means increased conversions down the line.” Andrew Hahn Senior Manager of Online Marketing, MarketShare Sharing content to raise awareness Average clickthrough rates of 0.10% - double MarketShare’s expectations Campaign acquires leads in new verticals High-quality leads are engaged and move further down the sales funnel
  18. 18. @LinkedInMktg Build thought leadership Generate leads Generate awareness
  19. 19. @LinkedInMktg After exposure to Adobe’s Sponsored Updates, marketing decision makers were: • 50% more likely to agree that “Adobe is shaping the future of digital marketing” • 79% more likely to agree that “Adobe can help me optimize my media spend” “With the ability to target specific audiences with relevant and contextual content, Sponsored Updates allowed us to reach the right audience on the right channel.” Maria Poveromo, Senior Director, PR, AR, and Social Media, Adobe Build thought leadership
  20. 20. @LinkedInMktg Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates
  21. 21. @LinkedInMktg Address your audience directly, ask them questions Strong Visuals: Attention grabbing images such as recognized leaders, interesting infographics Type of content: Snack-able content, Lists, valuable industry insights Be Concise: Keep your intro to 140 characters Anatomy of an effective Sponsored Update
  22. 22. @LinkedInMktg Getting started on Sponsored Updates is as Easy as 1-2-3 Company Page 1. Create a Company Page and/ or Showcase Page Campaign 1. Assign Company Page Admin who will post content 2. Designate your Campaign Manager(s) Content 1. Organize your Content 2. Outline an Editorial Calendar
  23. 23. @LinkedInMktg Your company website is a great place to start leveraging content for Sponsored Updates SpecificsWhere to look What to look for Company Website Company Blog Relevant Content Engaging Images Cadence Company Resources Videos Whitepapers Other Destinations ‘About Us’ Section Promoting other Social Media Channels PR/NewsSection Company Announcements Industry news
  24. 24. @LinkedInMktg With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control
  25. 25. @LinkedInMktg Test and optimize your reach to the right audience with the right message 66% higher CTR
  26. 26. Sponsored Updates best practices 1. Include a visual 2. Keep it short & sweet 3. Snackable stats work wonders 4. Variety is the spice of life
  27. 27. @LinkedInMktg Build thought leadership Generate leads Generate awareness
  28. 28. @LinkedInMktg Generate leads • 4x lower cost per lead compared to search advertising • 3x lower cost per click compared to search advertising • 2.5x growth in Company Page followers “With Sponsored Updates, we get the right kind of leads who are not only interested in the relevant content we’ve created and in learning more about our product, but also fit our target audience profile perfectly.” Rick Schultz, Senior VP of Marketing, Alteryx
  29. 29. @LinkedInMktg Get the attention of your highest-value audiences with personalized targeted messages on LinkedIn LinkedIn Sponsored InMail
  30. 30. @LinkedInMktg Mobile design optimized for clicks: Persistent call to action button while user scrolls and easy to read formatting Real-time delivery eliminates waste: Sponsored InMail messages are only delivered when members are on LinkedIn Uncluttered professional context: With strict delivery frequency caps your message gets maximum mindshare Flexibility to personalize your content: Send a personalized message that will resonate most with your target audience Unique Product, Uncluttered Environment and Effective Results
  31. 31. @LinkedInMktg Generate leads • Open rate of 48% using Sponsored InMail, with response rate 11x better than other social channels • Cost per lead 73% lower than other social channels • Clickthrough on Sponsored Updates 4x LinkedIn benchmarks “With open rates as high as 48 percent, LinkedIn’s Sponsored InMail knocked the socks off our own email campaigns – and Sponsored Updates gave us the brand awareness we needed.” Brett Chester, Vice President of Online Marketing, Replicon
  32. 32. @LinkedInMktg “In just one LinkedIn campaign, we nearly reached our annual membership goal.” Michael Voss, Director of Brand Management, International Coach Federation • 1,899 new members enrolled • Total revenue from new members: $465,000 – campaign ROI of 1,761% • 45% open rate for Sponsored InMail, 4.6% CTR • Sponsored Updates engagement 2X LinkedIn benchmarks Generate leads
  33. 33. @LinkedInMktg Consider the context of your message and the member’s experience Your Campaign’s Impact Starts with the Preview Limit the subject & description lines to 3-8 words Include a clear call to action or benefit in the subject Content, context and call to action determines whether sender is company or an individual Inbox preview should be consistent with the message and landing page
  34. 34. @LinkedInMktg On Average 30-40% of Opens Happen on Mobile Keep the message short and concise to avoid overwhelming the member with content (under 1200 characters) Include a clickable link in the message body helps to get a higher CTR on mobile Avoid using too much formatting and spacing. Plain text and up to 3 bullets works best Make sure your landing page is mobile responsive and build your form to only capture information you need
  35. 35. @LinkedInMktg Sponsored InMail best practices 1. Use targeting on LinkedIn to deliver the right message to the right person at the right time 2. Create a compelling inbox preview to drive opens 3. Develop personalized content that helps, vs strictly sells 4. Optimize your content for mobile engagement 5. Create a simple landing page with clear conversion path
  36. 36. @LinkedInMktg What success looks like now Our team’s approach Buyer evolution
  37. 37. @LinkedInMktg Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline Our success metrics
  38. 38. @LinkedInMktg Content is core EVENTS CAMPAIGNS SOCIAL + ONLINE CONTENT
  39. 39. @LinkedInMktg Not more content, more relevant content
  40. 40. @LinkedInMktg Big Rock content fuels performance
  41. 41. @LinkedInMktg Extend the mileage with ‘turkey slices’
  42. 42. @LinkedInMktg Driving leads with content MQL Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
  43. 43. @LinkedInMktg LinkedIn Showcase Page as key content hub
  44. 44. @LinkedInMktg  Customer engagement  Quality traffic  High quality leads – 30% of leads in any quarter Sponsored Updates drive results
  45. 45. @LinkedInMktg Sponsored Updates + Onsite Display = more leads
  46. 46. @LinkedInMktg Sponsored InMail outperforms traditional email 24.61% Open Rate 0.74% CTR 41.75% Open Rate 8.71% CTR Traditional Email Sponsored InMail
  47. 47. @LinkedInMktg Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline Success metrics
  48. 48. @LinkedInMktg Measurement for Success: • Quality Traffic – 72% Manager+ • Engagement – 24X blog visitors YOY • MQLs – 68% of MQLs from content • Pipeline – 35% new biz from marketing Success metrics
  49. 49. @LinkedInMktg Thank You!