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Drive leads through effective marketing on LinkedIn [webcast]
Jill Bockenstette discusses effective lead generation strategies on LinkedIn during a webinar, emphasizing the importance of targeted prospect identification and content distribution. The document highlights LinkedIn's role as a leading platform for B2B marketers, stating that it significantly outperforms other social media channels in content interaction and lead generation. Key statistics illustrate the growing use of LinkedIn for business-related content and the complexity of the buyer decision-making process.
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Drive leads through effective marketing on LinkedIn [webcast]
- 1. Jill Bockenstette Senior MarketingConsultant Drive Leads Through Effective Marketing on LinkedIn
- 2. Housekeeping notes: • Everyoneon the line is muted by default. Please type any questions into the Q&A box. • Please take the survey at the end by clicking on the green monkey icon at the bottom of your screen. • The presentation & recording will be sent via email after the webinar.
- 3. Our digital livesconverge on very few big destinations
- 4. trust LinkedIn togrow their businesses
- 5. Achieve Your LeadGeneration Goals Identify Target Prospect Audience Prospect and Promote to Generate Quality Leads Measure the Impact of Your Efforts
- 6. Identify Your ProspectAudience Rich demographic data Job Function, Seniority, Company Name, Geo, Industry Interest-based targeting Group Membership, Skills, Field of Study Persona targeting Job Searchers, Opinion Leaders, Mass Affluent, Business Travelers Your own audience data Target Account Lists
- 7. Organic: Build your brandand content On your Company Page Through long-form posts On Slideshare Prospect and Promote to your Audiences Paid: Reach a targeted, and broader audience Wherever your prospect is interacting- Display Ads In the LinkedIn Feed- Sponsored Updates Capture Leads -LinkedIn Landing Page PROMOTIONAL BURST CANDIDATE LEAD GEN BIZ DEV / EXEC SEARCH LEAD GEN BUILDING A COMMUNITY/ PIPELINING
- 8. Personalize your creativeto resonate with members LinkedIn Targeted Ads - Drive engagement wherever your audience is interacting on the platform - Optimize Performance by A/B Testing
- 9. Engage your prospectswith relevant content in the world’s only professional feed Sponsored Content - More than 1M unique publishers post 130,000 posts per week on LI - 45% of readers are in upper ranks of their industries
- 10. Capture Leads viaOne Click I’m interested = lead generation! When they click “I’m Interested”, they are placed into a project folder in Recruiter • Right from your Ad or Sponsored Update
- 11. LINKEDIN STAFFING SOLUTIONS Measurethe Impact of Your Efforts
- 12. Q&A Please Remember toFill out the Survey
- 13.
- 14. 14 Stat library Content onLI has exploded: • Content interactions (clicks, comments, likes, shares) in the feed are up 3.5X in March 2016 vs 8 months prior (LI data, global) • 9 billion content impressions every week in the feed (LI data, global. See speaker notes for methodology) • 15X more content impressions in the feed vs job postings served in the feed each week (LI data, global) 3rd-party Proof LI Works: • LI is the #1 social media platform for content distribution: 94% of the B2B marketers use LinkedIn to distribute content (B2B Content Marketing, 2016 NAMER Benchmarks, Content Marketing Institute/MarketingProfs) • LI is the #1 social network for lead generation by a long shot: LinkedIn 59%; Twitter 28%; FB 24% (The State of B2B Digital Marketing, Fall 2015, Demandwave, US) • LinkedIn is the leading social media channel for B2B marketers (92%), (The State of B2B Digital Marketing, Fall 2015, Demandwave, US) • 66% find LI the most effective social media platform much higher than other key social media sites (B2B Content Marketing, 2016 NAMER Benchmarks, Content Marketing Institute/MarketingProfs) • LinkedIn remains the top platform for sharing business-related content (85%), with only Email used more often (97%). (2016 B2B Content Preferences Survey Report, DemandGen Report) Buyer Complexity: • 4+ functional groups within a company are involved in the average purchase decision (Source: Rethink the B2B Buyers Journey research report, LinkedIn, Global, 2016) • 10 pieces of content are consumed on average before a purchasing decision is made (Source: Zero Moment of Truth Study, Google)
Editor's Notes
- #2 Key takeaways from this session:How LinkedIn can help you foster a community of clients and candidates How to reach beyond your current follower base and drive new leads How to decrease lead drop off through our lead capture technology
- #3 [S] before we get started – a few reminders:
- #4 Why are the world’s professionals now gathering in this one place, on LinkedIn? Because the people you’re looking to market to are just like you and me. We’re all searching for the right destinations to find the best information, and there are actually fewer places where we’re gathering in large numbers. Think Amazon for buying stuff, Google and Baidu for finding information across the web, FB and QQ for connecting with friends/family, YouTube for watching videos Why are the world’s professionals now gathering in this one place, on LinkedIn? Because the people you’re looking to market to are just like you and me. We’re all searching for the right destinations to find the best information, and there are actually fewer places where we’re gathering in large numbers. Think Amazon for buying stuff, Google (and Baidu) for finding information across the web, FB (and QQ) for connecting with friends/family, YouTube for watching videos. So, just to rise back up again if you think about it, the world has fundamentally changed because of our constant state of connection. There will be 50 billion connected devices (internet of things devices) globally in the hands of humans by 2020, more than 2x the number today. With a network of 433 million members, LinkedIn gives marketers the world’s professionals in one place, today. This collection of connected professionals has the potential to change the way we all do business. -Professionals are not just coming to LinkedIn in huge numbers, they’re engaging with a unique purpose. They’re coming specifically to connect to their networks, brands and opportunities by engaging with high quality content across the LinkedIn platform. This is a very different mindset and intent from other social media platforms, driven by our members’ professional aspirations. And this mindset has led to the incredible growth of content on the LI platform: 9 billion content impressions every week (content impressions in the feed = 1) articles 2) rich media - photos, videos 3) activity of other members such as likes & comments e.g., “your connection commented on this” 4) ‘Other’ which is a lot of smaller categories like a) the content generated by members themselves - status updates, profile updates, etc. b) posts/discussions in groups c) job changes - e.g. "so and so has changed jobs, congratulate them!” d) member anniversaries, etc. 9 billion weekly content impressions in the feed means there are 15X more content impressions vs job postings served in the feed each week And the majority of this engagement is mobile. More than 57% of the time, they’re accessing this LI content over their mobile device.
- #5 LI is the #1 social network for lead generation by a long shot: LinkedIn: 59%; Twitter 28%; FB: 24% (The State of B2B Digital Marketing, Fall 2015, Demandwave) - LI is the #1 social media platform for content distribution -- 94% of the B2B marketers use LinkedIn to distribute content (B2B Content Marketing, 2016 Benchmarks, Content Marketing Institute/MarketingProfs) *<Total global customer count for 12 months between March 2015 – March 2016, includes Field and Online>
- #6 We released our 2016 Global Staffing Trends report back in November of 2015. There are three priorities that stand out as consistent themes amongst most firms, large and small. 72% said BD was #1 priority 82% of firms focus on passive candidates to increase quality Today that is what we are going to focus on… 1) Determine your audience- very pointed in the approach we are aiming for the bulls eye 2) Positioning your brand as a thought leaders, and Engaging audiences as they’re forming perceptions and decisions 3) Driving the right audiences to take action -- generating quality leads and new business
- #7 With your specific end goal now in mind, our targeting is the core of what enables your success on LinkedIn. The authentic member-generated, first party data on LinkedIn is more accurate and highly differentiated in the market noise of audience data. We make it easy for you to segment and reach your audience by offering: Rich demographic data our members include in their LI profiles (Title, Company, Industry, Seniority, etc.) Interest based targeting (e.g., Group membership, skills, Companies followed, etc.) Persona targeting (Job Searchers, Opinion Leaders, Mass Affluent, Business Travelers, etc.) Integrating of Your 1st party audience data (e.g., targeted account lists to support ABM) to identify these high value audiences on LinkedIn Behavior + Content that is interesting+ SOV/REACH to make an impact
- #8 And, as you start building your organic presence, in parallel, you can begin investing in a range of paid opportunities to reach the right people on LinkedIn, and engage them at scale in the LinkedIn Feed and beyond (Sponsored Content); in the LinkedIn Inbox (Sponsored InMail); Early in the purchase process (Display Ads); and through other native ad formats (Dynamic Ads, Text Ads); on mobile or desk-top; On mobile or desk-top To peel the onion a bit, as we’ve been discussing, content plays a huge role in driving prospects from one stage to the next across the long purchase process. So, to set the foundation for LinkedIn Program, LI Sponsored Content let’s you get your content directly in the LinkedIn feed, where you’re essentially capturing people’s attention where they’re most engaged – while consuming information shared with them by their professional network. Sponsored Content is foundational in that you can think of it as 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. 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 delivering targeted, personalized messages and content right into their LInkedIn inbox. LinkedIn Display Ads gives you a powerful way to make sure you’re getting on the radar early and building brand with the right audiences --in the premium context of the world’s largest professional network. LinkedIn Dynamic Ads (e.g., Follow Company, Spotlight) gives you a way to accurately target your audiences with highly relevant and customizable creative on LinkedIn.com. It’s a dynamically generated ad format that leverages info from LinkedIn member profiles so is highly engaging, and is very effective at driving traffic to your website or company page.
- #9 Using Dynamic Ads, advertisers drive engagement, prompt action and build relationships with the audiences that matter most with relevant ads that truly resonate. Distinguish your brand with relevant creative that drives quality interactions, traffic, and leads Give example of client success What you can do with the product: Target the audiences that matter – Select the audiences you want to reach based on a wide range of professional targeting options including company, work experience, groups and interests. Create a personalize your message Gain insight into performance – Analyze campaign reporting metrics provided by your LinkedIn account team and fine tune results Grow your company follower count - Encourage LinkedIn members to follow your company and build better relationships with your target audience with one-click “Follow Company” calls-to-action Running a successful display advertising program means investing wisely in high quality audiences and engaging them throughout their purchase path at scale. Unfortunately, many display advertisers struggle with controlling their inventory and reaching the right customers, resulting in low-quality impressions, leads and performance. LinkedIn Display Ads gives you a powerful way to make sure you’re getting on the radar early and building brand with the right audiences --in the premium context of the world’s largest professional network. With LinkedIn Display Managed Buying, you can reserve your preferred audience at a set price and reach the right buyers at scale in a premium context to increase brand awareness and influence deals
- #10 Content marketing plays a huge role in driving prospects from one stage to the next. 70% come to consume content LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 433Kprofessionals 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. 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 To peel the onion a bit on how it works, Sponsored Updates gives you a range of business demographic targeting options, and allows you to set your own budget with the flexibility to opt to invest on a CPC or CPM basis. Give example of client success
- #11 Doesn’t count against inmail credits when you respond to the “I’m Interested”
- #12 With any investment, your RM can share expected/estimate lead results which they will track with your. Beyond the direct handraisers, you will also be able to see what kind of splash you are making in a couple other important areas: Media Impact-great way to track the success in how it impacts your current solutions with us.. Additionally, ad you begin to post content and push it out to new audiences, you can start measuring your And here is Content Marketing Score, another tool that can provide valuable insights. CMS is an analytics resource that gives you insight into the impact of your paid and organic content on LinkedIn. It’s a simple score calculated by measuring unique engagement (gauged through social actions), divided by your total target audience. It measures member engagement with your Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts (if applicable). It then gives you a single score, ranked against your competitive set. You will also get recommendations about how to improve your score based on different levers you can pull to give you more reach, frequency and engagement. Every touch point you have with a target customer or candidate helps build your awareness. Our data shows that these additional touchpoints also ultimately increase your job apply and inmail response rates. Client examples- recent successes?
- #13 <Generic template you can use to create additional slides a visual backdrop>
- #15 Methodology for the 9 billion content impressions every week in the feed data point: Content impressions in the feed = 1) articles 2) rich media - photos, videos 3) activity of other members such as likes & comments e.g., “your connection commented on this” 4) ‘Other’ which is a lot of smaller categories like a) the content generated by members themselves - status updates, profile updates, etc. b) posts/discussions in groups c) job changes - e.g. "so and so has changed jobs, congratulate them!” d) member anniversaries, etc. -- data as of March 2016