Recommended
Recommended
More Related Content
Similar to LinkedIn campaign secrets
Similar to LinkedIn campaign secrets (20)
Recently uploaded
Recently uploaded (20)
LinkedIn campaign secrets
- 1. The Secrets To Award Winning LinkedIn Campaigns @PoppyKLC Poppy Court StrategiQ Slideshare.Net/PoppyCourt
- 2. 2 About Me đđźâď¸ Paid Media Manager @ StrategiQ Experience: đď¸ Luxury Travel đď¸ Media Distribution đź B2B #brightonSEO _Paid Social Show | April 2023
- 4. 4 800M Users Worldwide Home To 57M Companies #brightonSEO
- 5. 5 800M Users Worldwide Home To 57M Companies 65M Decision Makers #brightonSEO
- 6. 6 800M Users Worldwide Home To 57M Companies 65M Decision Makers 55% Vet Organisations #brightonSEO
- 7. 7 Itâs expensive! _Paid Social Show | April 2023 #brightonSEO
- 8. 8 Itâs clunky! _Paid Social Show | April 2023 #brightonSEO
- 9. 9 _Paid Social Show | April 2023 #brightonSEO Best Use of LinkedIn Ads Winner 2023
- 11. 11 Understand The Business. _Paid Social Show | April 2023
- 12. 12 What do they do? _Paid Social Show | April 2023 How do they do it / sell it? Why would someone be a customer? #brightonSEO
- 13. 13 Business Goals. _Paid Social Show | April 2023 #brightonSEO
- 14. 14 _Paid Social Show | April 2023 How much are they willing to invest? #brightonSEO
- 15. 15 Marketing Goals. _Paid Social Show | April 2023 #brightonSEO
- 16. 16 âClient X is looking to grow their current customer base by 20% within the next 12 months in order to generate an additional ÂŁ300,000 in revenue.â #brightonSEO _Paid Social Show | April 2023
- 17. 17 âClient X is looking to grow their current customer base by 20% within the next 12 months in order to generate an additional ÂŁ300,000 in revenue.â #brightonSEO _Paid Social Show | April 2023
- 18. 18 âClient X is looking to grow their current customer base by 20% within the next 12 months in order to generate an additional ÂŁ300,000 in revenue.â #brightonSEO _Paid Social Show | April 2023
- 19. 19 âClient X is looking to grow their current customer base by 20% within the next 12 months in order to generate an additional ÂŁ300,000 in revenue.â #brightonSEO _Paid Social Show | April 2023
- 20. 20 âClient X is looking to grow their current customer base by 20% within the next 12 months in order to generate an additional ÂŁ300,000 in revenue.â #brightonSEO _Paid Social Show | April 2023
- 21. 21 _Paid Social Show | April 2023 Personas. Job titles, experience, industries, etc. #brightonSEO
- 22. 22 _Paid Social Show | April 2023 Personalities. What will resonate with them? #brightonSEO
- 23. 23 _Paid Social Show | April 2023 Audience Behaviour. What do they do online? #brightonSEO
- 24. 24 _Paid Social Show | April 2023 Secondary Research. #brightonSEO
- 25. 25 _Paid Social Show | April 2023 Audience Research. LinkedIn Insights Tag #brightonSEO
- 26. 26 _Paid Social Show | April 2023 Audience Research. LinkedIn Page #brightonSEO
- 27. 27 _Paid Social Show | April 2023 Audience Research. Google Analytics #brightonSEO
- 28. 28 _Paid Social Show | April 2023 Competitors. Snoop on what theyâre up to? đ #brightonSEO
- 30. 30 Link to the overarching strategy: _Paid Social Show | April 2023 âClient X is looking to grow their current customer base by 20% within the next 12 months in order to generate an additional ÂŁ300,000 in revenue.â #brightonSEO
- 31. 31 How will LinkedIn advertising support it? âThe objective of LinkedIn advertising will be to increase brand awareness of Client X by targeting the brandâs key personas in order to support the growth of customer acquisition across all marketing touchpoints.â _Paid Social Show | April 2023 #brightonSEO
- 32. 32 LinkedIn doesnât need to be responsible for all stages of the marketing funnel. _Paid Social Show | April 2023 #brightonSEO
- 33. 33 Show your client how it will impact the overall business objectives. _Paid Social Show | April 2023 #brightonSEO
- 34. 34 MQL Clicks Leads CVR Sessions CPC CTR SQL Sessions Avg. Rank CTR Pipeline Revenue Paid Social Organic Search Paid Search _Paid Social Show | April 2023 #brightonSEO
- 36. 36 _Paid Social Show | April 2023 Measuring Performance. Looker Studio #brightonSEO
- 37. 37 _Paid Social Show | April 2023 Demographic Performance. How are users engaging with ads? #brightonSEO
- 38. 38 _Paid Social Show | April 2023 Ad Performance. What are the common themes? #brightonSEO
- 39. 39 _Paid Social Show | April 2023 Ad Comments. First Hand Feedback #brightonSEO
- 40. 40 _Paid Social Show | April 2023 On-Site Performance. Google Analytics #brightonSEO
- 41. 41 _Paid Social Show | April 2023 On-Site Performance. HotJar #brightonSEO
- 42. 42 _Paid Social Show | April 2023 On-Site Performance. Lead Forensics #brightonSEO
- 43. 43 #brightonSEO _Paid Social Show | April 2023
- 45. 45 _Paid Social Show | April 2023 Weekly Updates. Top level performance & actions #brightonSEO
- 46. 46 _Paid Social Show | April 2023 Monthly Updates. Performance against targets #brightonSEO
- 47. 47 _Paid Social Show | April 2023 Quarterly Reviews. In-depth insights & analysis #brightonSEO
- 48. 48 Summary Understand Your Client Know Your Competitors Targets Blend Data Sources Get Close To Your Sales Teams #brightonSEO _Paid Social Show | April 2023
- 49. Itâs always strategy Poppy Court Paid Media Manager linkedin.com/in/poppyc poppy.court@strategiq.co #brightonSEO
Editor's Notes
- Before we get started, a bit about me. Iâm the Paid Media Manager at StrategiQ A fully integrated digital agency based in Suffolk, The Midlands and London Iâve been working within the paid media industry for nearly 6 years across a variety of platforms and industries most noticeable in luxury travel, media distribution and B2B. And this is my second time at speaking at the Paid Social Show. For those of you that were here this time last year you will remember that I was stood up here basically slagging off LinkedIn and giving some ideas as to where you can potentially better market your B2B on other channels. But a year on and I have had a slight change of heart! For those of you who are running LinkedIn ads, I am hopeful that today you will leave here with some ideas on how to improve the effort of your LinkedIn activity and drive true client success.
- But before we get started lets actually understand a bit more about LinkedIn and what it is. So firstly, the platform is currently home to over 800M users worldwide.
- In addition to 57M companies
- Of itâs total user base, 65M are considered to be key decision makes which makes up for around 8% of the platform
- And of those key decision makers, 55% are likely to use LinkedIn to vet organisations that they are either currently working with or are looking to enquire about in the future. So it all sounds pretty great when it comes to B2B marketing. But like most things, there is a catchâŚ
- Itâs expensive. There is no doubt that LinkedIn is one of the most expensive advertising platforms out there. Iâve seen CPCs range from anything from ÂŁ3.00 all the way up to ÂŁ50 in some cases. Whilst some of the larger organisations have got the budgets to make full use of the platform, it can be extremely difficult for smaller businesses to compete as effectively.
- And there there is my 2nd biggest bug bear - itâs clunky! The whole interface is horrible to manage and pull data from. But despite my frustrations with it, it turns out Iâm not that bad at running LinkedIn AdsâŚ
- This is StrategiQ picking up two awards at the UK Paid Media Awards a few weeks ago one of which was for Best Use of LinkedIn Ads. Our winning campaign was for a Fraud Prevention agency that were looking to utilise LinkedIn in order to generate 500 leads for in the last quarter of the financial year. Despite not having the biggest budget in the world for this, we not only managed to surpass the initial lead target but the potential value of those leads stood at ÂŁ40M. So if youâre sitting there thinking how we did it, youâre in luck! Iâm going to take you through the process we go through when planning and managing our LinkedIn campaigns in order to deliver client success and demonstrate the wealth of LinkedIn activity.
- So, there are 4 main areas that I am going to focus on. The first is insights.
- Now probably the most obvious one but I would argue the most important is understand the business. So many times Iâve had requests come through to set up a LinkedIn campaign for a client without any knowledge of what they even do.
- There are 3 main questions you should be asking at this stage are: Having the answers to these top level questions will make every other part of the campaign build and management process so much easier for you!
- Next up is business goals, so once you know who your client is and what they do you then want to delve a bit deeper into their business goals. Now in most cases, the primary business goal of an organisation will be revenue. However, there may be other things that are a priority such as securing funding especially important if they are a startup or in a few instances it may be around business acquisition and therefore your activity will be more around how you can position your business to potential buyers.
- At this stage as well it is really important to get an ideas of how much your client is willing to invest. It doesnât need to be a final figure but a ballpark will help to give you a steer of what types of activity you can realistically run.
- From your business goals you should be able to then have discussions about your clientâs marketing goals. So what does their marketing need to achieve in order to hit that business goal. For example, it may be increase new customer purchases, increase retention rate or increase AOV.
- Once you have got these insights you should then be able to distill this information into a one liner. So for exampleâŚ. What is good about this statement is that it
- Provides clarity on what the client is looking to achieve so in this instance increase its customer base
- Weâve also got some rationale as to why they need to achieve this in order to hit the overall business goal
- Weâve also got some measurables in here as well, so we know how much the database needs to grow by in order to hit their revenue targets
- And weâve also got a time period in which this needs to be achieved. Not only can this give you an ideas as to how long the campaign needs to run for but also provide some insight as to how aggressive you will need to be with budgets over this time.
- So once you have all of your information about your client you can then start to work on the more granular factors of building your campaign. Firstly, you want to get some insight into the type of audience you are going to go after. Who would make the ideal customer for your client? So in the instance of LinkedIn, we want to be understanding a bit more about their job titles, seniority within a company, the industry they work in and the number of years experience that they may have within that sector.
- But just because we are running marketing for B2B doesnât mean we should forget some of the fundamentals of audience building that we rely on within B2C marketing. At the end of the day we are still marketing to humans and need to consider personality traits of the users we are looking to attract. For example what type of content will resonate with them? How do they process information? Do they prefer reading into the detail or do they prefer top level insights.
- Linked to this is audience behaviour. It is always good to build up a sense of what your target audience does on the rest of the web outside of LinkedIn. And finding this out doesnât necessarily have to be an extensive task. This is an example of a poll I ran on my LinkedIn post as I was interested to find out more about what my network came to LinkedIn for. This first party feedback shouldnât be ignored and can be extremely valuable in understanding how you structure your campaign and speak to your users.
- Once you have started to gather first-party information within your audience you can then use secondary research to back it up. Setting up Google Alerts to keep up to date with the latest news within the industry is a good starting point and it also allows you an opportunity to review the type of content that is being published out to your target users.
- In regards to additional audience research another great starting point is the LinkedIn Insights tag. For any B2B in the room today I would urge you to get this set up today. Even if you never end up running LinkedIn ads, this completely free tool starts to gather insights on the types of people who are visiting your website. It will take into account things such as job functions and company industries that frequently visit your audience. Insights like this are also good to share with your client as there may be some findings that either validate their initial thinking on their ideal customer base or actually question their approach as to which individuals they go after within wider marketing.
- In addition, you can layer these insights from other LinkedIn sources such as your LinkedIn page. This will provide a similar breakdown of demographics based on those that are actively following you, which will likely consist of either existing customers or prospects.
- Away from LinkedIn we of course have Google Analytics. Now whilst some of the insights might be more applicable for B2C brands I wouldnât ignore it as a source of information. We can use the demographic breakdown to see things such as age and gender but also the locations tab can help you to refine your location targeting especially if youâve got a small budget.
- Finally, letâs not fidget to have a snoop on what the competition is up to? Through the ads tab in LinkedIn you can see all of the ads that the competitor is currently running. Take a look at the type of content they are promoting, the main messaging themes and the CTAs. From this you should be able to distill a sense of the strategy they have currently got in place and some initial starting points as to how you will position your ads.
- So once you have spent the time gathering as much insight as possible, you then need to distill this information into a LinkedIn strategy.
- So weâve got our one liner strategy from earlier and it is really important that you continue to keep this front and centre. So anything you suggest or do essentially needs to happen because it is working towards this.
- And like before you can put together these 1 line channel statements together. So in this scenario weâre saying that LinkedIn is going to be used to increase brand awareness in an attempt to support the growth of customers across other marketing touch points. And having these statements can be really important for setting client expectations.
- LinkedIn doesnât need to be responsible for every stage of the funnel and your one line statements will help to show where LinkedInâs purpose is within that wider marketing strategy. LinkedIn is great within the awareness and consideration stages of the funnel - where it can often get tricky is when you set too much of an expectation that LinkedIn is just going to be used for the bottom stage, especially if budgets are tight. Youâre better off focussing on the first two stages to begin with and then starting to introduce more lead gen tactics later down the line once youâve built up some further learnings as to how your audience are reacting to your LinkedIn ads.
- To help convey this and get buy in from your client it is really important to show then how it will impact the overall business objectives.
- This is an example of a metric map we have developed at StrategiQ that helps to give clients a visual representation as to what each channelâs purpose is in driving the primary objective. So at the top you will have your business objective which in this case is revenue. From there you can start to breakdown how many MQLs and SQL you will need based on things such as sales team conversion rate and AOV. Then it starts to give channel specific metrics, so in the example of paid social we are going to benchmark success based on clicks. And underneath this you will have your influencing metrics, so what are the other things you will need to measure in order to hit your channel metric. So in essence, if all your marketing channels can hit one KPI you should be able to achieve the top level business goal. This is another great way of setting expectations with clients that can be blinded to the halo effect that more top of funnel channels have.
- So once you have your strategy finalised and agreed with the client it then goes into the set up and management of your campaigns.
- So once youâve got your campaigns set up, get a Looker Studio report set up for your LinkedIn account. Through the support of a third-party tool such as Supermetrics you are able to dynamically pull data out from your LinkedIn account and visualise it in easier to manage graphs and charts. And in a lot of cases, you can actually pull out more information from this API than you can see within Campaign Manager.
- Like you can with the LinkedIn Insights tag, once your ads start running you can start to see demographic specific insights at a campaign and ad level in regards to the types of users that are engaging with your ads. From here you can also look to apply additional exclusions to refine audience based on any attributes that are either not generating strong enough CTRs or who are just irrelevant to your target persona that may have just slipped through the net. Again, if you bring this information into Looker Studio, youâll be able to get more information out. For example, in Campaign Manager you can only see the top 25 for companies where Looker Studio will show you every single company that has ever been served an impression on your ad.
- You will also want to consider ad performance - a really important one if you are being measured on something like clicks or on-post engagements. Are there any particular themes of the ads that are performing better? Is there anything we can take forward to create new variants? Are there any ads we can pause in order to better concentrate budget and grow CTR levels higher?
- In addition to the top level metrics at an ad level it is also a good idea to review the first-hand comments and engagements your ads are receiving. These are a great source of first party feedback in case a landing page isnât clear / working or just to get a sense as to how receptive your audience are to the content you are pushing out.
- As always itâs also really important to understand how people are behaving beyond the initial LinkedIn ad. How are linkedin users behaving on your site and more specifically the pages you have sent them to? Are they spending the time to engage with the page content or are they causing a higher than normal bounce rate. Whilst you may be being held to account you want to make sure that these clicks are valuable and offering a good customer experience in order to fuel the growth of other marketing channels further down the funnel.
- Similar to Google Analytics, using something like HotJar can alloe you to understand how people are interacting with the page and to give a better indication as to what elements people are resonating with and actually if there are any sticking points on the page that are stopping people from further engaging with your brand.
- Finally, another great tool for B2B marketing especially is Lead Forensics. This is a third party paid for tool that utilities IP data to give you a breakdown of the companies visiting your site from all sources, the number of times they are visiting and the pages that they are most frequently engaging with. If you have UTMâd your ads correctly in LinkedIn it will also show you which of these companies have come directly from your ad which in itself is powerful but by blending data sources you can show even more value.
- We use a similar process within our own marketing. This is an example for a recent video campaign that we ran. We measured performance over a two week period gathering all of the company data from LinkedIn that the demographic report was giving us. We would then marry this information up with what we were seeing in Lead Forensics. From there we could then demonstrate to the rest of the team the instances where companies had not only come directly from our ad but also where they may have viewed our ad and then visited at a later date through another channel. The sales team would then take the list of high qualified prospects we identified to then follow up either through email or to connect with them on LinkedIn.
- The final stage that I am going to run through is reporting. Now it is really important to keep proactively managing your campaign but it is also just as important to keep the dialogue open with your client as to what is happening and how you can help each other to improve results.
- The first is a simple weekly update. This can be a short email that provides top level metrics from the last 7 days, how they compare to the previous week and what our actions are for the week ahead based on the performance we are seeing.
- Monthly updates give you more of an opportunity to showcase how the monthâs performance is going against the targets that were set at the start of the strategy. In the majority of instances doing this with the other marketing service lines is a great way to keep the team aligned and focussed on the end goal.
- In addition to the monthly review, we will also have quarterly or end of campaign reviews where we will go through our learnings and provide wider improvements to the channel strategy. The best quarterly reviews come from having 1-1 conversations with your client to get a better understanding of where the business is at the moment. You may find that the business priorities have completely changed in the last few month and therefore itâs time to reposition your approach and overall strategy.
- So in summaryâŚ