The document summarizes a lunch meeting discussion about using LinkedIn to attract new customers. It introduces the speaker, Maneesha Manges, and her experience in digital marketing and consulting. The discussion covers basics of inbound marketing, digital advertising on LinkedIn, evaluating different LinkedIn advertising options like Sponsored Updates, targeting and bidding best practices, and how to effectively use LinkedIn content to attract and convert new customers.

1. Welcome to the
Inbound Lunch Bunch
June 2016

2. June:
Using LinkedIn to
Attract New
Customers

3. Introductions
Maneesha Manges, Director of Consulting
• Over 15 years of experience in digital marketing
• Consulting experience in the association world
around digital strategy, field and social media
marketing and change management
• Expertise in lead generation
Ways to Connect:
• Twitter: @maneeshamanges
• LinkedIn: www.linkedin.com/in/maneeshamanges

4. • Housekeeping:
• We’re brown baggin’ it – informal, loose,
interactive
• Tons of resources available:
• All of last year’s Inbound Lunch Sessions available on
demand: http://site.highroadsolution.com/inbound-
lunch-bunch-page
• Toolkits: http://pages.highroadsolution.com/toolkit-list
• If I suddenly drop off the call, hang tight, I will dial
back in!

5. Inbound Refresher.

6. Basics of Inbound Marketing

7. Marketing Technology Stack

8. Smart MarTech Stack

9. Digital Advertising

10. Consider the Reach that Paid Digital Advertising Offers

11. Why LinkedIn vs Facebook or Twitter?
• Already known as a professional network
• Data is relevant for associations
• Job titles
• Career paths
• Education
• Industry interests
• Groups and content around topics
• Affiliations with other professional entities
• Easier to identify your prospect pool on
LinkedIn

13. Evaluate.

14. LinkedIn
• Company Homepage
• Group Page
• Pulse
• Text and Image Ads
• Sponsored Updates:
• Paid content that
appears in a
members news feed
across all devices
and in app

15. Impact of Sponsored Updates on LI?
Reach net new
customers who have no
idea who you are and
what you can offer them Sponsored
InMail
EDUCATE
SEO (Google,
for example)
Your customer
acquisition funnel:
Sponsored
Updates

16. Two Types of Sponsored Content on LI:
Sponsored Updates: Direct Sponsored Content:
• Does not appear on the
company or showcase page
• Can be personalized based
on your targeting
• Create multiple versions to
A/B test
• Appears on the company
or showcase page to your
followers
• Can be amplified to your
audiences in your paid
program

17. Most Effective Content is….
• Valuable – contains information which helps prospect
to learn something new
• Relevant – right message for the right audience
• Strong in tone & voice – aligns to your brand, invites
the prospect to learn more / take action, concise and
to the point

18. • Getting Started – Select Your Goal

21. Targeting Best Practices:
• Broader = Better
• Broader targets allow for gathering of statistically
significant data
• Tend to have lower CPCs than more niche segments
• 300K or Higher
• For scale purposes
• Layer Narrow with Broad Targets
• When testing a niche target (Job Titles), include broader
segments to increase scale and gather more data

23. Bidding Best Practices:
• Bid above the range - $1 to $2 above to be
competitive
• Front-load daily budgets
• Remove total budgets
• Avoid duplicating campaigns

30. Recap.

31. Use LinkedIn to Attract & Convert
• LinkedIn is your pond – it has the right type of fish
• Consider Paid / Sponsored Content for additional
uplift
• Like a garden, needs constant nurturing
• Align campaigns with your Marketing and Social
Media Calendars
• Check results and look at those people sharing your
content

32. “Instead of using technology to
automate processes, think
about using technology to
enhance human interaction.”
Tony Zambito