LinkedIn Marketing Solutions Overview for Agencies
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This document provides an overview of LinkedIn Marketing Solutions for agencies. It highlights how agencies can use LinkedIn to reach the right professionals with accurate targeting, nurture leads with helpful content, and measure the impact of campaigns with analytics. Key products discussed include LinkedIn Display, Sponsored Updates, Sponsored InMail, and Lead Accelerator which together can drive awareness, build brands, qualify leads, and increase revenue across the marketing funnel. Success stories show how other companies have used LinkedIn to generate thousands of qualified leads and drive millions in new business.
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LinkedIn Marketing Solutions Overview for Agencies
- 1. LinkedIn Marketing Solutions Overview for Agencies
- 2. Ryan Wilson B2B Agency Lead LinkedIn Kalsang Tanzin Senior Account Manager LinkedIn
- 3. * 2015 member number as of April 2015 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 32M 364M+ Professionals join daily
- 4. Nurture Deliver helpful content at the right time, based on who they are and what matters to them Measure Track branding and direct response impact with simple yet powerful analytics 5 More effective marketing to acquire customers, powered by LinkedIn data and technology Reach Reach the right people with accurate targeting
- 5. It’s a challenging world Before customers reach out directly* Pieces of content are consumed before a purchasing decision is made** Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google
- 6. Increase targeted reach and quality conversions 7 The challenge: Fill out a form* Open emails** Opportunities captured *B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013
- 7. 8 Imagine if the funnel worked like it should Reach only the right people Deliver highly relevant and helpful content Tailor your message based on where they are in the decision process
- 8. 9 Drive more effective marketing Increase awareness Build brand Shape perception
- 9. Increase awareness Build brand Shape perception Increase awareness Build brand Shape perception 10 Drive more effective marketing Improve lead quality Increase conversion Drive pipeline and revenue
- 10. LinkedIn Marketing Solutions Recommended Product Portfolio 11
- 12. Shares content daily on LinkedIn Member of groups about entrepreneurship and business 500+ connections Small business owner John Smith
- 13. 14 The only full-funnel professional platform Onsite Display Network Display Sponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results
- 14. • Target LinkedIn members with accuracy to drive brand objectives • Engage your audience in a high quality professional context • Deploy a variety of formats from IAB standard formats to highly engaging native ads 1. Display media (300x250 & 160x600) 2. Text Links (1x1) 3. Spotlight Ads & Follow Company Ads Reach and engage more than 330M+ professionals LinkedIn Onsite Display
- 15. • Target professionals with accuracy and scale across the web leveraging LinkedIn data augmented with Bizo • Reach your audience with frequency to increase awareness and engagement • Engage prospects on LinkedIn, business publisher sites, and beyond • Measure the impact of your programs with full funnel analytics • IAB standard Units and rich media (300x600, 160x600 & 728x90) Reach the right professionals wherever they travel LinkedIn Network Display REACH PROSPECTS WHEREVER THEY TRAVEL ONLINE WITH LINKEDIN DATA LEARN MORE LEARN MORE
- 16. Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates • Get your company’s updates to more people and attract new followers • Reach just the right audience with comprehensive targeting options • Choose to invest on a CPC or CPM basis • Use Direct Sponsored Content to easily personalize and test your content ads • Improve performance with real time analytics
- 17. 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 • Reach active members with messages sent only when they are on LinkedIn • Breakthrough the limits of traditional email marketing with 100% deliverability • Keep your key target audiences engaged across desktop and mobile • Drive conversions with the right content and personalized messages
- 18. DISPLAY AD • Convert the 95% of anonymous web visitors who don’t provide an email addresses • Engage the 80% of known prospects who don’t open your email • Evaluate the impact of your nurture programs • Retargeting solution with sequential messaging based on site engagement paths Deliver more high quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content LinkedIn Lead Accelerator 19. 1 9 John Smith DISPLAY AD #1 SU #1 #1
- 19. Marketing automation for display and social advertising
- 20. Example: Serve only the most relevant content and ad creative to high- value segments and optimize as prospects engage
- 21. SBM owner San Francisco 1 website visit this week No downloads so far 22 Nurture more of your audience into named prospects Message 1 Message 2 Message 3 DISPLAY SOCIAL Message 1 Message 2 Message 3 Of purchases have higher value from nurtured leads Source: Lead Nurturing: The Secret to Successful Lead Generation, Aberdeen Group
- 22. 23 Reach more of the right target wherever they are online
- 23. 24 Acquired customer Drive them to your site 2 Reach more of the right target1 Display Advertising Sponsored UpdatesTarget audience Your site Website visitor Autofill Your site Named prospect Nurture more of them into named prospects 3 Nurture more named prospects to acquired customers 4 Display Advertising Sponsored UpdatesSponsored InMailsLead Accelerator Sponsored UpdatesSponsored InMailsLead Accelerator
- 24. 25 Measure and optimize your reach and conversion Optimization Full-funnel analytics Convert # of targeted actions Actions per visitor Actions/impressions by targeted audience Cost per action Reach Targeted reach and website traffic New visitors introduced and new visitors lift Cost per introduced visitor Visits and pageviews per visitor
- 27. 28 LinkedIn Ads • Connect with the world's largest audience of active, influential professionals. Launch your campaign in minutes. • Find the exact audience you’re looking for: • By job title and function • By industry and company size • By seniority and age • Set a budget that’s right for you. • Pay by clicks or impressions. • Stop your ads at any time: no commitments.
- 29. OpenDNS reached, nurtured, and converted IT decision makers with LinkedIn Network Display and Lead Accelerator. • Drove more than 9,400 new website visits from IT pros • Increased engagement: 140% increase in page views per visitor; 64% increase in visits per visitor • Generated 280+ new leads Results:
- 30. Cetera used LinkedIn to increase brand awareness and connect display and social advertising to its marketing automation platform to communicate with known and anonymous audiences and make the buyer’s journey more personal. • Over 900 new website visitors driven by LinkedIn • 27% more pageviews • Over 13% more visits per visitor on the website • Nearly $1 million in new business Results:
- 31. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. Q&A
Editor's Notes
- LI Mission: Connect the world’s professionals to make them more productive and successful LI Vision: Create economic opportunity for every professional in the world LMS Mission: Be the most effective platform for marketers to engage with professionals
- In 2014, LinkedIn acquired Bizo. As a leader in business audience marketing, Bizo has played a significant role in how B2B marketers connect with professional audiences online. We integrated Bizo’s offerings into our content marketing products to become a more powerful tool for brands that want to build stronger relationships with professionals. Together, our new solutions make it possible for marketers to reach professional audiences, nurture prospects and acquire customers across a network of business and professional publishers. We also now offer innovative products that measure the effectiveness of multi-channel marketing programs.
- Why are we in a unique position to help? Because: You make sure you’re focusing all your efforts to reach only the right audience. LinkedIn targeting is extremely powerful because it’s based on rich 1st party profile data, which can be segmented in many different ways. Once you find that audience, you can reach them wherever they are online, across al devices. You are able to maintain an ongoing connection with those people, delivering relevant content based on where they are in their decision process. We know that consumers expect brands to do just that – be always helping instead of always selling. With LinkedIn, you can sequence your messages to be delivered at the exact right time to your audience. You can easily and effectively track the impact of your campaigns, be they branding or lead gen oriented, and optimize accordingly to make sure you’re always getting the desired results.
- As a marketer, you know it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s empowered consumers have multiple tools in hand to find information about products, compare prices, get social recommendations and so on. And content is playing a huge role in the decision journey, making it easier for people to go through 90% of the journey. On average, people are consuming 10 of those pieces of content before making a purchase. And the way this impacts your business is it's harder than ever to reach the right people and convert them into customers. Which, at its core, is how marketing success is measured. In order to succeed, marketers need to be present throughout the entire process to a) generate awareness among your target audiences b) create helpful content that addresses the customers’ needs and c) distribute that content in the right places and moments in time to get them ready to reach out.
- But we know that things don’t always work this way. First, because it is challenging to get the right people to your site. And even if you do manage to do that, only 5% of those will be ready to provide you their contact information. And of those who do, only 20%, on a great day, will open your email messages afterwards. Think of it as a really leaky funnel, which is essentially making you get only 1% of all opportunities.
- Now, imagine if the funnel actually worked as it should. What if you could be sure to reach only the right people and generate enough interest to drive them to your site? Then, what if you could establish an ongoing connection with them and provide them the content they want at the exact right times to help them make their purchase decision? What if you could eliminate all those leaks and realign the funnel, generating significantly more opportunities?
- In that ideal scenario, the entire organization benefits from this new alignment, as it creates a clear opportunity to drive more effective marketing throughout the entire buying cycle. Brand marketers would expand the reach of their message, strengthen the brand and drive more of the right people to the desired marketing channels.
- Lead gen marketers would not only get more leads – they would get more AND better leads. They would also have the opportunity to nurture those leads, resulting in higher conversion, pipeline and revenue.
- We also offer powerful targeting capabilities that allow you to target just the right people among that audience of professionals. [CUSTOMIZE TARGETING FILTERS TO MATCH YOUR CLIENT’S TARGET AUDIENCE] Here are a few examples of filters you can use. After you find your target audience, the next step is to start influencing those people towards a purchase. To understand how that works on LinkedIn, let’s pick one individual from your target audience as an example.
- [INSERT NAME HERE] is a very well connected professional on LinkedIn, with more than 500 direct connections, including colleagues from past jobs, business partners, people he went to business school with and so on. He's also an active member of a few LinkedIn groups about [TOPIC 1] and [TOPIC 2]. Finally, his peers see him as an expert on those topics, since he shares interesting content almost daily on LinkedIn. These are the people he knows and knowledge he has.
- LinkedIn has products that impact every stage of your funnel. We are in a unique position to help you a) generate awareness and reach more of the right people to send to your marketing channels b) nurture those audiences by delivering the most appropriate content depending on where they are in their purchase cycle.
- 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…
- So, context is important but so is frequency. And, if what you care about is audience….really saturating your target audience…really increasing that brand engagement, LinkedIn Network Display is designed to help you get in front of the right audiences – often- as they consume information across the Web With Network Display, you’ll have a range of targeting options to reach prospects with accuracy – and at scale -- on LinkedIn, across LInkedIn’s network of 2500+ business publisher sites -- and beyond, by targeting them through the Ad Exchanges…but always in a brand safe environment. Really importantly, the platform give you access to reports to track the impact of your programs at every stage of the funnel – helping you to track upper funnel metrics like targeted impressions served and targeted website traffic lift to lower funnel metrics like actions and CPA
- 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
- 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.
- Finally, as all your other programs have now collectively done their job in the upper funnel -- to reach new prospects and then start driving them down the funnel, LinkedIn Lead Accelerator helps you get to the ultimate goal -- lead conversions, pipeline contribution, customer acquisition by giving you an entirely new way to nurture your prospects. Our customers use Lead Accelerator to deliver more high-quality leads to their sales teams by engaging prospects anywhere online with relevant ads and content. Fundamentally, Lead Accelerator helps you overcome some of the real limitations of traditional lead nurturing that we touched on earlier by helping you to: Convert the 95% of website visitors who have been leaving without filling out a web form and Reach and accelerate into pipeline the 80% of prospects you’ve captured in your lead database that aren’t opening your email.
- So let’s talk about how it works.
- Here’s an example. For those visiting just your home page and then leaving (aka HomePage bouncers), you may want to establish a series of higher level messages since they haven’t exhibited that they’re as engaged with your brand yet. However, for those visitors going to a certain product page, they are by definition more engaged than your homepage bouncers and it may make more sense to highlight more lower funnel messages that speak to the use cases and benefits of the product. With Lead Accelerator, You are able to maintain an ongoing connection with those people, delivering relevant content based on where they are in their decision process. We know that consumers expect brands to do just that – be always helping instead of always selling. With LinkedIn, you can sequence your messages to be delivered at the exact right time to your audience.
- As a result of these nurture messages, John goes back to your site and is now ready to fill out a form and provide contact info. He uses LinkedIn AutoFill to easily fill in the form, pulling from his LinkedIn profile data with click.
- In the beginning of that process, you know is that he’s part of your target audience, but you don’t yet know his name or contact info. So the first message you send him might be a display ad or SU focused on getting his attention and generating awareness towards your brand or product / service. He’ll click the ad and go to your site to learn more.
- And here is a summary of how John and other people just like him will go through this journey with your marketing and LinkedIn You will find the people who are part of your target audience, using our powerful targeting You’ll use Display Advertising and SU to raise their awareness and interest and drive them to your site. After they leave your site, you’ll use Lead Accelerator (Display and SU) + InMails to nurture them and turn them into named prospects. They will then go back to your site and be ready to provide their contact info. Finally, you’ll keep nurturing them with Lead Accelerator (Display and SU) until they are ready to purchase. [more detailed journey in the next slides]
- Finally, these are a few of the metrics that we can help you track, so you can be sure you’re getting the desired results. You and your account team have instant access to this data, allowing you to A/B test and optimize.
- Here are just a few examples of reports you can get from your dashboard