Best practices for marketing on LinkedIn
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Find out how you can build the brand and generate leads for your business by marketing on LinkedIn. I'll be sharing best practices that both large and medium companies have used to achieve success, as well as tips my own LinkedIn marketing team uses. After the session, you'll be better able to meet your marketing objectives on LinkedIn by understanding: - How to build your company's brand on LinkedIn - How to drive leads on LinkedIn - How large and medium companies are achieving success - How to increase performance with LinkedIn solutions like Sponsored Updates, InMail and Display
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Best practices for marketing on LinkedIn
- 2. #LinkedInMktg Keith Richey Director, Global Marketing December 17, 2014 Best Practices for Marketing on LinkedIn
- 3. Marketing best practices Our team’s approach Consumer evolution #LinkedInMktg
- 4. Your buyers’ behavior is forever changed #LinkedInMktg
- 6. #LinkedInMktg 12:00 PM 6:00 AM 9:00 PM 9:00 PM Mobile at the Center of Consumers’ Lives
- 7. #LinkedInMktg Be accurate Be helpful Be everywhere 7 And what does it mean to your brand? Three new keys to success:
- 8. #LinkedInMktg#LinkedInMktg Marketing best practices Our team’s approach Consumer evolution
- 9. #LinkedInMktg#LinkedInMktg Find your audience Shape perception Establish trust Geography Function Industry Seniority Display Ads Content Ads Company Updates Sponsored Updates Company Updates Sponsored Updates Measure and optimize 2 31 3 best practices to build your brand on LinkedIn 9
- 10. #LinkedInMktg#LinkedInMktg Lives in Dallas Small business owner Heavy mobile and iPad user James Gill Identity 10
- 11. #LinkedInMktg#LinkedInMktg 500+ connections Member of groups about entrepreneurship Shares content daily on LinkedIn Network & knowledge 11 James Gill
- 12. #LinkedInMktg#LinkedInMktg Professionals just like him can be reached on LinkedIn through 330 Million+ powerful targeting capabilities 12
- 13. #LinkedInMktg#LinkedInMktg Target the customer you need to reach Target professionals who live in target cities along key routes Identify members who belong to LinkedIn groups related to business travel in Asia 13 “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
- 14. #LinkedInMktg#LinkedInMktg Find your audience Shape perception Establish trust Geography Function Industry Seniority Display Ads Content Ads Company Updates Sponsored Updates Company Updates Sponsored Updates Measure and optimize 2 31 3 best practices to build your brand on LinkedIn 14
- 15. #LinkedInMktg#LinkedInMktg 15 Standard Display Ads Reach the right audience at the right time on the most accountable medium Target influential professionals with precision Drive high-quality audiences to your website
- 16. #LinkedInMktg#LinkedInMktg Build brand awareness and leads with targeted campaigns Reached 170k business decision makers .07% CTR for branding ads Numerous qualified meetings scheduled as a result 16 “LinkedIn helps you target the CIOs and senior IT executives you need to drive new business.” Jason Kane Account Director, Anvil Media Inc. (agency)
- 17. #LinkedInMktg#LinkedInMktg Find your audience Shape perception Establish trust Geography Function Industry Seniority Display Ads Content Ads Company Updates Sponsored Updates Company Updates Sponsored Updates Measure and optimize 2 31 3 best practices to build your brand on LinkedIn 17
- 18. #LinkedInMktg#LinkedInMktg 18 Company Pages Share content and opportunities to make professionals more productive and successful. Your destination to establish your company's identity and build relationships with the world's professionals
- 19. #LinkedInMktg 19
- 20. #LinkedInMktg#LinkedInMktg 20 Showcase Pages Create a dedicated page for aspects of your business with their own messages and audience segments to share with Share focused content to build a relationship with a specific audience Effectively segment your audience, and deliver the right message to the right audience.
- 21. #LinkedInMktg#LinkedInMktg 21 Sponsored Updates deliver rich content across all devices in the LinkedIn feed
- 22. #LinkedInMktg#LinkedInMktg 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” 22 Brand awareness with Sponsored Updates “Sponsored Updates allowed us to reach the right audience on the right channel, ultimately helping to move the needle on a primary objective – to inform and educate marketers that Adobe is an industry leader in providing digital marketing solutions.” - Maria Poveromo, Sr Director PR, AR and Social Media, Adobe
- 23. #LinkedInMktg#LinkedInMktg Find your audience Establish trust Be personal Geography Function Industry Seniority Company Updates Sponsored Updates Sponsored InMail Spotlight Ad Measure and optimize 2 31 3 best practices to generate leads on LinkedIn 23
- 24. #LinkedInMktg#LinkedInMktg 24 Sponsored InMail Send a personalized message directly to a member’s inbox Ensure standout; just one message is sent every 60 days Prompt user to take action with customizable response button
- 25. #LinkedInMktg#LinkedInMktg Impact the right decision makers with Sponsored InMail 29% open rate 23% CTR Qualified meetings with people who met specific criteria 25 “We can target exactly the people we want to reach while achieving the scale to fulfill our campaign.” J.P. Walti Director of Demand Generation, Hearsay Social
- 26. #LinkedInMktg#LinkedInMktg 26 Maximize reach across LinkedIn InMail Reach in the inbox on desktop and mobile Display Reach across desktop pages Sponsored Updates Reach across all devices via the LinkedIn feed by combining Display, Sponsored Updates, and InMail
- 27. #LinkedInMktg#LinkedInMktg 26% of new leads come from Display Ads; 6% of leads come from updates. Generated higher quality leads than from any other channel 27 Awareness and leads with display, inMail and Sponsored Updates “LinkedIn is a social network where we can specifically target people who are in a position to be making important business decisions.” - Betsy Schneider, VP of Marketing Services, BI Worldwide
- 28. #LinkedInMktg#LinkedInMktg 28 The most effective platform for marketers to reach audiences, nurture prospects and acquire customers Share relevant content and campaigns with the world’s professionals Content & Campaigns Get to the right people with precision-focused B2B multi-channel marketing B2B Marketing
- 29. #LinkedInMktg#LinkedInMktg Marketing best practices Our team’s approach Consumer evolution
- 30. #LinkedInMktg#LinkedInMktg Our blog is core to our content marketing strategy EVENTS SPONSORED UPDATES SOCIAL + ONLINE BLOG
- 31. #LinkedInMktg Blog: Focus on relevance, variety, frequency
- 32. #LinkedInMktg Big Rock content fuels performance
- 33. #LinkedInMktg LinkedIn Showcase Page as key content hub
- 34. #LinkedInMktg Customer engagement Channel traffic High quality leads Sponsored Updates drive results
- 35. #LinkedInMktg Targeted InMails complement the feed with even more personal communication
- 36. #LinkedInMktg Be accurate Be helpful Be everywhere 36 Keys to Success
- 37. #LinkedInMktg
Notes de l'éditeur
- I’m Keith Nice to be with you today, thanks for joining I’m going to share best practices for marketing on LinkedIn. I’ll take questions at the end, but feel free to tweet questions to # as we go Let’s get started
- I have three areas I’d like to discuss with you today. First, I’ll share some on the consumer evolution, and challenges that presents Best practices My team has adapted to answer the call of this evolution.
- We now live as digital consumers. This has huge implications for marketers. How do you build your brand in an always-on world? How can you stay top of mind with your target when they’re inundated with a wealth of information?
- And this always on world is why customers are already 90% through the buying cycle before we decide to contact a vendor. (latest stat from Forrester) In other words, you can't expect people to love and trust your brand overnight: if you want to even be considered when they’re at the 60%, your brand needs to be wherever your clients are during those early stages, constantly reminding them of why you matter.
- We see the primacy of mobile in our own data as well. 50% of our member visits are mobile How do you stay relevant and build your brand in the feed? It’s all about consuming content, it has to be mobile optimized and snackable.
- In more practical terms, what does the new era of empowered, mobile consumers mean to your brand? 3 immediate implications: You must know your customer well: who are they, where can you find them? And be confident that you’re reaching the right people. Earn their trust by helping them reach their goals. Finally, you need to be everywhere they are. Every touchpoint, every channel, because of how they’re always on.
- I’ll talk first about best practices for brand building, and then transition to talking about best practices for lead gen
- BRANDING SLIDE Here are 3 simple steps and products we recommend to help you get started: Find your audience. Use LinkedIn’s powerful targeting capabilities to find exactly the right people. Next, make sure these people understand what your brand is all about. Use visually impacting products like Video Ads, Content Ads and Company/Sponsored Updates to attract attention to your message and shape perception of your brand. Then, establish trust with that audience from the very beginning by delivering relevant content that helps them become more productive and successful. Reach the followers you already have with Company Updates and expand your reach with Sponsored Updates. LinkedIn can always help you find the topics that resonate better with your audience.
- Everything starts with your audience. Let's look at James Gill, for example. He is exactly the type of professional that your company is looking for: This is his identity as a professional. LinkedIn is where he showcases this identity, holds it up proudly for the world to see.
- We also know he’s well connected. He is active in groups, and actively shares LinkedIn content. These are his network and knowledge, or who he knows and what he knows. With those 3 dimensions - IDENTITY, NETWORK AND KNOWLEDGE, or who he is, who he knows and what he knows - we can paint a much better picture of Luke and his needs, emotions and motivations. These are the 3 things LinkedIn provides things that help our members be more productive and successful, and they in turn create the opportunity for the marketer.
- So let’s say you want to reach James, and build a relationship with him. The great thing about LinkedIn is that you can reach not just him, but millions of professionals just like him on our platform. We have sophisticated targeting capabilities that allow you to get the impact you need, but with no dispersion: you put your money and effort where your audience is. Also, our targeting is based on 1st party data you can’t find anywhere else. So whether it’s for SMB, institutional, or retail, your audience is on LI.
- This is my favorite targeting case on Linkedin Cathay Pacific wanted to Increase brand awareness among target market segment – people who fly business class between the U.S. and Asia Solution • Identify members who are a certain seniority, live near a departure city, and belong to LinkedIn groups related to business travel in Asia, such as Global Workers, China Networking Group, Hong Kong Connection • Target these members with Display Ads Results • Very high engagement rate on the Ads
- BRANDING SLIDE Here are 3 simple steps and products we recommend to help you get started: Find your audience. Use LinkedIn’s powerful targeting capabilities to find exactly the right people. Next, make sure these people understand what your brand is all about. Use visually impacting products like Video Ads, Content Ads and Company/Sponsored Updates to attract attention to your message and shape perception of your brand. Then, establish trust with that audience from the very beginning by delivering relevant content that helps them become more productive and successful. Reach the followers you already have with Company Updates and expand your reach with Sponsored Updates. LinkedIn can always help you find the topics that resonate better with your audience.
- TekSystems is an IT staffing company, a Medium-sized business. I love this case study because it’s a combination of branding and lead gen Dual Challenge • Increase brand awareness among IT professionals in order: • Generate demand among IT decision makers Solution • Combine branding and direct response in a LinkedIn campaign targeting IT decision makers and featuring both standard display and self-service ads Results Bunch of impressions against highly qualified audience Strong performance Leads generated
- BRANDING SLIDE Here are 3 simple steps and products we recommend to help you get started: Find your audience. Use LinkedIn’s powerful targeting capabilities to find exactly the right people. Next, make sure these people understand what your brand is all about. Use visually impacting products like Video Ads, Content Ads and Company/Sponsored Updates to attract attention to your message and shape perception of your brand. Then, establish trust with that audience from the very beginning by delivering relevant content that helps them become more productive and successful. Reach the followers you already have with Company Updates and expand your reach with Sponsored Updates. LinkedIn can always help you find the topics that resonate better with your audience.
- Members expect companies to have a presence on LinkedIn, and today, there are more than 2.8 million Company Pages representing over 140 industries (March 4, 2012). Your Company Page is your home on LinkedIn, and a central hub for your best news and thought leadership. Use your page to raise awareness of your brand, promote thought leadership Your Company Page is a foundation for your LinkedIn presence that allows you to showcase your relationships with employees and Followers. Equally important is the opportunity to send tailored communications to those audiences from your Company Page to build and nurture long-term engagement with your brand.
- This is a Showcase Page by 20th Century Fox
- What’s new is that you can now increase the impact of Display with Sponsored Updates. As with Company Updates, Sponsored Updates originate from your Company Page and can be used to share links, videos, presentations, whitepapers, PDFs, and images. Sponsored Updates extend the reach of your content to any target audience on LinkedIn – both Followers AND non-Followers. You also gain valuable earned reach when members like, share, or comment on your content, distributing it to their 1st degree connections.
- Challenge: Adobe wanted to further establish itself as a leader in digital marketing and raise awareness for its digital marketing solutions. To do this, Adobe needed a relevant channel to share thought leadership content and expertise with its target audience -- marketing decision makers. Solution: Using Sponsored Updates, Adobe shared valuable thought leadership content targeted at marketers -- content that aimed to help marketers achieve greater success in their digital strategies. Results: Considerable brand lift for those exposed vs not exposed
- LEAD GEN SLIDE Here are 3 simple steps and products we recommend to help you get started: Find your audience. Use LinkedIn’s powerful targeting capabilities to find exactly the right people. We have 15 targeting dimensions, plus custom segments. Establish trust with that audience from the very beginning by delivering relevant content that helps them become more productive and successful. Reach the followers you already have with Company Updates and expand your reach with Sponsored Updates. LinkedIn can always help you find the topics that resonate better with your audience. Next, make sure you give your audience a personal reason to engage with your company. Products like the Sponsored InMail and the Spotlight Ad allow you to deliver customized messages, increasing your engagement rates. Don’t forget to provide a clear call-to-action, so people know what to do.
- Best practices - Messages from a company representative drives higher engagement - Don’t include additional options for DR objectives - Copy should not feel like spam - Adding Share buttons can increase viral spread
- Challenge • Generate demand for Hearsay’s social media marketing solutions Solution • Deliver Sponsored InMails offering timely, high-value content to decision makers when they need it most Results • Open rate of 29% • Click thru rate 23% • Numerous qualified meetings scheduled as a result of the campaign
- Our Targeted Messages & Conversations package starts with Display Ads. We see performance increase with the combo as well
- Here’s an SMB case study where they used these 3 products, showing you don’t have to be a big company to take advantage of the power of the platform. BI Worldwide is an engagement marketing agency. Driving awareness and high-quality leads with a targeted content marketing campaign Challenge: Raise brand awareness in a competitive marketplace Reach HR and sales professionals at companies with 10,000+ employees Use content to increase engagement Increase quality of sales leads Solution: Display Ads targeting HR professionals and sales executives Sponsored InMails promoting research content Company Page to highlight products Follower Ads to grow Company Page audience
- My team has adapted to respond to the always-on consumer evolution, and I want to share with you how.
- Our blog is the centerpiece Blog gets leveraged in these channels, and we use it to feed a lot of the content in our sponsored updates
- Food groups – roasts (big stuff), spinach (how to), tabasco (spicy), chocolate cake (sweet treats) On our blog we try to hit our vertical audiences, our sophisticated marketers, our people new to LI
- We aim to develop on ‘big rock’ per quarter, that will drive a lot of lead gen and can be carved up into smaller, snackable pieces to extend the shelf life. This was the dream of Jason Miller our content marketer who we hired last year, and it drove 40% of all leads in Q1, Q2 and Q3.
- Showcase pages are extensions of the Company Page designed for spotlighting a brand, business unit, or initiative
- Open Rates > 30% Click Rates > 5%
- In summary, what were our keys to success?