Exceed Marketing Goals with LinkedIn Strategies
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This document discusses how LinkedIn can help marketers achieve their goals. It outlines that LinkedIn has the largest professional network that can be used to target specific audiences like senior-level professionals, decision makers, and industry leaders. Content is consumed on LinkedIn before purchasing decisions are made. The document then provides examples of how marketers can create awareness, engage audiences, and generate leads through organic content, paid content like sponsored updates and ads, and sponsored InMails. It shares success stories from customers who achieved branding, lead generation, and event registration objectives.
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Exceed Marketing Goals with LinkedIn Strategies
- 1. New Ways to Exceed Your Marketing Goals with LinkedIn Keith Richey Director, Global Marketing
- 2. How to Engage with Us Got a question? Submit it in the Webex Q&A box Recorded? Of course! Feedback? Survey will be available at the end of the Webinar Follow us: Twitter: @LinkedInMktg LinkedIn: www.linkedin.com/company/linkedin-marketing-solutions
- 3. What success looks like now Our team’s approach Digital evolution Customer success stories
- 4. For the first time in the history of media you can engage with the world’s professionals in one place
- 5. The most effective platform for marketers to engage professionals Achieve your goals from awareness to engagement to new business
- 6. Our digital lives converge on very few big destinations
- 7. 61M senior-level influencers 40M decision makers 10M opinion leaders 6M C-level execs 22M Mass Affluent 4M IT decision makers 433Mprofessionals are on LinkedIn The largest global community of professionals
- 8. 9 billion content impressions / week 15X content vs job postings in the feed 57% mobile Professionals engage with purpose – and with content
- 9. Pieces of content are consumed before a purchasing decision is made Always-on content is vital to influencing decisions Source: Zero Moment of Truth Study, Google
- 10. Engaging the right professionals gets results 1 B2B Content Marketing, 2016 Benchmarks, Content Marketing Institute/MarketingProfs; 2 The State of B2B Digital Marketing, Fall 2015, Demandwave
- 11. trust LinkedIn to grow their businesses
- 12. What success looks like now Our team’s approach Digital evolution Customer success stories
- 14. Market to Who Matters: Achieve Your Marketing Goals Create awareness early in the purchase process Engage audiences with content Generate quality leads and drive new business
- 15. Market to Who Matters: Get to the Right Professional Audiences 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
- 16. Organic: Build your brand and content On your Company Page Showcase Pages Through long-form posts Market to Who Matters: Engage Them with Content Paid: Reach a targeted, and broader audience In the LinkedIn Feed In the LinkedIn Inbox Early in the purchase process Through other native ad formats
- 17. Market to Who Matters: Measure the Impact, and Optimize Are you reaching your target audiences? Are the right people engaging? Are you prompting the right actions? Get clear visibility into the impact of your programs throughout the purchase process
- 18. What success looks like now Our team’s approach Digital evolution Customer success stories
- 19. Customer success with key objectives Create awareness early in the purchase process Engage audiences with content Generate quality leads and drive new business
- 20. • More than 2x increase of Brand Consideration among target audience age 45-64 exposed to the ads • 12 point increase in aided Brand Awareness • CTR for Display Ads as high as 1.76% • 2x Company Page Follower growth “In spreading the news about our rebranding, LinkedIn was a very important piece of a complicated puzzle.” Ann Glover, Chief Marketing Officer, Voya Financial Raising brand awareness
- 21. Build your brand with the right audiences in a premium context LinkedIn Display Ads Get on the radar early to build your brand and increase awareness Target LinkedIn members with accuracy to drive brand objectives Engage your audience in a high- quality professional context Deploy IAB standard display ad unit formats
- 22. Customer success with key objectives Create awareness early in the purchase process Engage audiences with content Generate quality leads and drive new business
- 23. • 0.54% engagement rate • 22% additional earned media • Top performing post: 3x benchmark at .84% CTR “It was amazing to see that even our high-traffic press releases and product updates around the site were not driving as much traffic as LinkedIn Sponsored Updates to reach teachers.” Ari Schorr, Product Marketing Manager, Microsoft OneNote Launching a new product
- 25. Engage your prospects with relevant content in the world’s only professional feed Sponsored Content Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences
- 26. Sponsored Content Engage your prospects with relevant content in the world’s only professional feed Target your most valuable audiences Publish your content in a premium context Grow your business at every stage Reach the people that matter most using accurate, profile-based, first-party data Sponsor content in the brand- friendly environment of the LinkedIn feed to an audience of influencers and business decision-makers Drive quality leads, generate engagement, and raise brand awareness with a powerful advertising platform
- 27. • 320%+ increase in LinkedIn engagement • 290% increase in referral traffic to company blog • 17% increase in Company Page followers “With LinkedIn Sponsored Content, we can amplify the reach of our content and bring a new audience to our website and blog to continue conversations – all while educating companies on how we help improve the customer experience.” Kim Martin, Director of Corporate Marketing, Aspect Sharing thought leadership
- 28. “We’re not just promoting Capgemini content but getting behind content that each of our audiences will be interested in. The LinkedIn partnership has enabled us to deliver pieces that are social, complementary, relevant, and fun.” Rena Patel, Brand and Advertising Campaign Manager, Capgemini Group • Sponsored Content generate engagement rate of 3.27% • Content has generated over 1.8 million shares, with 69% coming through LinkedIn • Company Page adds 3,000 - 4,000 followers per week Sharing thought leadership
- 29. 1. Include a visual 2. Keep it short & sweet 3. Snackable stats work wonders 4. Variety is the spice of life Sponsored Content best practices
- 30. Success with key objectives Create awareness early in the purchase process Engage audiences with content Generate quality leads and drive new business
- 31. • LinkedIn is Percolate’s top generator of leads from downloaded content • Percolate’s average click-through rate is more than 91% above LinkedIn benchmarks • More than 3x increase in Company Page followers Generating leads “LinkedIn is one of our most valuable channels for qualified leads. We can access the broadest possible community of professionals, and target them with precision – something we can’t do on other social platforms.” Chris Bolman, Director of Growth, Percolate
- 33. Generating leads • 4x lower cost per lead compared to search advertising • 3x lower cost per click compared to search advertising • 2.5x growth in Company Page followers “With Sponsored Content, we get the right kind of leads who are not only interested in the relevant content we’ve created and in learning more about our product, but also fit our target audience profile perfectly.” Rick Schultz, Senior VP of Marketing, Alteryx
- 34. LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business
- 35. Unique product, uncluttered environment, and effective results Mobile-optimized design for easy clicks Persistent call-to-action button remains on top of content while user scrolls Real-time delivery ensures timely reach Sponsored InMail messages are only delivered when members are on LinkedIn Uncluttered professional context Strict delivery frequency caps ensure your message gets maximum mindshare Flexibility to tailor your content Send a personalized message that will resonate most with your target audience
- 36. “One of the extraordinary things about this InMail campaign is that we have two students starting in August who had never heard of this program when they received our InMail in March. In the history of my marketing experience at this school, I’ve never seen us convert that quickly.” Elizabeth Hogan, Associate Dean, Global Marketing Fuqua School of Business, Duke University • 68% open rate • 400% increase in conversions compared to 2013 campaign • Sales pipeline closure speed increased 300% Lead generation
- 37. Sponsored InMail best practices 1. Use targeting on LinkedIn to deliver the right message to the right person at the right time 2. Create a compelling inbox preview to drive opens 3. Develop personalized content that helps, vs strictly sells 4. Optimize your content for mobile engagement 5. Create a simple landing page with clear conversion path
- 38. Personalize your creative to resonate with buyers LinkedIn Dynamic Ads Drive engagement with premium audiences using dynamically generated ads, powered by profile data, customizable to meet your campaign objectives.
- 39. “Our LinkedIn campaign succeeded because we’re connecting with a professional audience that’s in a business mindset. And since Spotlight Ads are customized and personalized, they’re even more likely to gain attention, raise brand awareness, and drive conversions.” Andrew Spoeth, Head of Social Media Marketing, CA Technologies • 11.3% conversion rate • 68% lower cost per lead than other social channels during this campaign Lead generation
- 41. Driving event registration • Sellout event attracts 700+ attendees • 42% open rate for InMail, 9% CTR • Spotlight Ad CTR was 83% higher than North American LinkedIn benchmarks for display ads • Executive-level audience gives high ratings to summit “LinkedIn didn’t just help us fill seats – we attracted quality attendees from our targeted industries.” Margaret Shepard, Executive Director, Communications & Strategy U.S. Chamber of Commerce
- 42. What success looks like now Our team’s approach Digital evolution Customer success stories
- 43. Our Marketing Goals Quality traffic to our properties MQLs for sales Bookings from new customers
- 44. Content is core EVENTS CAMPAIGNS SOCIAL + ONLINE CONTENT
- 45. Not more content, more relevant content
- 46. Big Rock content fuels performance
- 47. Extend the mileage with ‘turkey slices’
- 48. LinkedIn Showcase Page as key content hub
- 49. Customer engagement Quality traffic High quality leads – 30% of leads in any quarter Sponsored Content drives results
- 50. Sponsored Content + Display = more leads
- 51. Sponsored InMail outperforms traditional email 24.61% Open Rate 0.74% CTR 41.75% Open Rate 8.71% CTR Traditional Email Sponsored InMail
- 52. Reaching our goals Quality traffic to our properties – 72% Manager+ MQLs for sales – 73% of MQLs from content Bookings from new customers – 30% of new biz sourced by marketing
Notes de l'éditeur
- I’ll first share our perspective on the challenges presented by the evolving buyer behavior, then spend the bulk on 2 other topics: 1) the new keys to success with LinkedIn based on our new product set. And 2) I’ll share insights into how my marketing team is using LinkedIn
- LinkedIn presents a truly unique opportunity for brands. It’s the first time in the history of media you can engage with the world’s professionals in one place. With LinkedIn, you’re targeting a quality audience in a professional context. And, you can engage them in a very meaningful way: by sharing valuable content through products tailored to how professionals engage. By doing so, you become part of your audience’s conversations and education on the platform.
- We are the most effective platform for marketers to engage professionals. Today we have clients across industry and around the world that trust LinkedIn to achieve their goals and grow their businesses. At the core, we help them target the right professional audiences to Create awareness early in the purchase process, Engage audiences with content, Drive quality leads and acquire new customers.
- 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, LinkedIn is where by far the largest number of professionals gather to stay connected and informed, advance their career and work smarter. Over 433 million professionals are on LinkedIn. These are the decision makers, influencers, the leaders of today and tomorrow -- the people you want to target, all in one place. On LinkedIn, we have <customize these stats to your audience> 61 million senior-level influencers 40 millions decision makers 10.7 million opinion leaders 6.8 million C-level execs 3 million MBA graduates 22.8M Mass Affluent 6.3M Small Business Owners plus 1 customizable vertical-specific slides (e.g., 4.1 million IT decision makers)
- 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.
- <Generic template you can use to create additional slides requiring more text>
- Brands are making an impact with LinkedIn. Here are just a few stats that talk to how we’re being used, and the impact. <Above> - 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) - 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)
- <Total global customer count for 12 months between March 2015 – March 2016, includes Field and Online>
- I’ll first share our perspective on the challenges presented by the evolving buyer behavior, then spend the bulk on 2 other topics: 1) the new keys to success with LinkedIn based on our new product set. And 2) I’ll share insights into how my marketing team is using LinkedIn
- Let’s now talk about your objectives and how we can help. Once you’ve defined your goal, you’ll use a range of LinkedIn targeting options to reach the right people. On our platform, you’ll then engage them with valuable content, and a range of ad formats. And you’ll use our measurement tools to optimize your performance, which creates a virtuous cycle as you continue to optimize your Targeting & Engagement tactics, and ultimately performance.
- <Use this slide to slide to drive additional discovery around the brand’s challenges, objectives, current program mix, how they’re measuring success (KPIs)> First, let’s make sure we understand your goals. Our platform delivers value by: 1) Creating awareness of your brand and products early in the purchase process 2) Positioning your brand as a thought leaders, and Engaging audiences more deeply with content as they’re forming perceptions and decisions 3) Driving the right audiences to take action -- generating quality leads and new business
- 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
- <Based on your discovery with the client, consider pulling in specific product portfolio overview slides from the Appendix after this slide> Based on your goals and the metrics you’ll use to grade success of your programs -- and given how members engage on the platform, you can take advantage of a mix of organic content and paid advertising opportunities. Organic: As you look to build your brand and content presence on LI, you can do that on your Company Page, or specific ShowCase Pages. Through long-form posts, or uploading content to Slideshare. 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.
- Finally, depending on your goals and the KPIs you’re using to measure the performance of your programs, LinkedIn gives you clear visibility into the impact of your programs at every stage of your customers’ purchase process: In our campaign manager, and by working with your account manager, we’ll help you answer questions like this so that you can continually optimize your programs, and boost performance. Are you reaching the right people with the right share of voice as you look to create awareness, shape perception of key audiences on LI (Targeted impressions, CPM) Are the right people engaging with your content (social actions, click intelligence by audience, content marketing score, CTR, CPC) Are you prompting them to take the right actions? (CPL, actions, by audience <Pending launch of conversion tracking>)
- I’ll first share our perspective on the challenges presented by the evolving buyer behavior, then spend the bulk on 2 other topics: 1) the new keys to success with LinkedIn based on our new product set. And 2) I’ll share insights into how my marketing team is using LinkedIn
- <Use this slide to slide to drive additional discovery around the brand’s challenges, objectives, current program mix, how they’re measuring success (KPIs)> First, let’s make sure we understand your goals. Our platform delivers value by: 1) Creating awareness of your brand and products early in the purchase process 2) Positioning your brand as a thought leaders, and Engaging audiences more deeply with content as they’re forming perceptions and decisions 3) Driving the right audiences to take action -- generating quality leads and new business
- 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
- <Use this slide to slide to drive additional discovery around the brand’s challenges, objectives, current program mix, how they’re measuring success (KPIs)> First, let’s make sure we understand your goals. Our platform delivers value by: 1) Creating awareness of your brand and products early in the purchase process 2) Positioning your brand as a thought leaders, and Engaging audiences more deeply with content as they’re forming perceptions and decisions 3) Driving the right audiences to take action -- generating quality leads and new business
- Challenge: Boost Microsoft OneNote Awareness Among Educators Microsoft OneNote is a software solution that offers many features beneficial to an educational setting. Yet, despite these productivity benefits, it was challenging to reach this audience because they are not easily targeted via mainstream online channels, and even when aware of OneNote, educators often don’t know how to use it for lesson planning and classroom ‑‑‑collaboration. Solution: Using LinkedIn Sponsored Updates to Engage Key Targets LinkedIn’s ability to target the niche educator audience presented an attractive solution for the Microsoft OneNote team. When educators spend time online, they usually have a specific professional need in mind, and LinkedIn is a platform dedicated to professional insights and development. LinkedIn recommended a targeted campaign using Sponsored Updates to reach specific educators with relevant content. In Q4 2014, Microsoft launched this campaign to drive understanding of OneNote among educators and underscore its value to teachers as a vital classroom tool. Integral to gauging its success was a microsite Microsoft developed specifically for the campaign –OneNoteForTeachers.com – where educators could experience OneNote’s value firsthand. Results: Sponsored Updates Outshine Benchmarks By leveraging LinkedIn Sponsored Updates, Microsoft found that marketing content significantly outperformed site and educator audience benchmarks – which included impressions, traffic, click-through rates and engagement – and also markedly outperformed other Microsoft campaigns, due largely to personalized copy and images that spoke directly to the audience, specific metrics included: .46% CTR .54% engagement rate 22% additional earned media Primary/secondary target is highest performer with .66% CTR Top performing post: 3x benchmark at .84% CTR
- To peel the onion a bit on how it works, Sponsored Content 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. A feature we call “Direct Sponsored Content” gives you the ability to reach your target audience directly in LinkedIn’s feed WITHOUT publishing on your Company Page so you can personalize and A/B test your content ads to improve , performance. And, you’ll have access to campaign performance analytics allows us to nimbly do that optimization to hit your goals.
- 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 Content 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. Sponsored Content 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 Content 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. A feature we call “Direct Sponsored Content” gives you the ability to reach your target audience directly in LinkedIn’s feed WITHOUT publishing on your Company Page so you can personalize and A/B test your content ads to improve , performance. And, you’ll have access to campaign performance analytics allows us to nimbly do that optimization to hit your goals.
- Marketing/training notes: Product: Sponsored Content Aspect provides software solutions that help companies deliver seamless customer experiences across every conversation and channel. As part of their marketing strategy to engage key audiences with knowledge and insights, the company enlists its subject matter experts to create blog posts, white papers, and webinars that educate prospects on new ways to engage today’s consumers. Aspect needed a way to attract new audiences to its content and raise awareness of the company’s solutions among the right audience. Sponsored conversations in a professional Context: Aspect chose Sponsored Content not only because their target audience was on LinkedIn, but also because of the professional mindset.
- Marketing/training notes: Product: Sponsored Content Capgemini offers an array of integrated services that combine top-of-the-range technology with deep sector expertise to help clients improve their performance and competitive positioning. As the world’s leading B2B publishing platform, LinkedIn was the natural partner to help build a content strategy embodying this expertise. Capgemini launched Content Loop in April 2013. The site, with its seamless social integration, quickly put Capgemini at the heart of business and IT conversations and is creating a powerful competitive advantage for the brand as a result.
- To peel the onion a bit on how it works, Sponsored Content 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. A feature we call “Direct Sponsored Content” gives you the ability to reach your target audience directly in LinkedIn’s feed WITHOUT publishing on your Company Page so you can personalize and A/B test your content ads to improve , performance. And, you’ll have access to campaign performance analytics allows us to nimbly do that optimization to hit your goals.
- <Use this slide to slide to drive additional discovery around the brand’s challenges, objectives, current program mix, how they’re measuring success (KPIs)> First, let’s make sure we understand your goals. Our platform delivers value by: 1) Creating awareness of your brand and products early in the purchase process 2) Positioning your brand as a thought leaders, and Engaging audiences more deeply with content as they’re forming perceptions and decisions 3) Driving the right audiences to take action -- generating quality leads and new business
- To peel the onion a bit on how it works, Sponsored Content 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. A feature we call “Direct Sponsored Content” gives you the ability to reach your target audience directly in LinkedIn’s feed WITHOUT publishing on your Company Page so you can personalize and A/B test your content ads to improve , performance. And, you’ll have access to campaign performance analytics allows us to nimbly do that optimization to hit your goals.
- Marketing/training notes: Product: Sponsored Content Alteryx, headquartered in Irvine, California, creates data blending and advanced analytics software that empowers data analysts to deliver deeper business insights in hours, not weeks. Founded in 2010, the company is focused on reaching departmental data analysts and analytics decision makers to educate them on how they can create consumer analytics that drive better business decisions – and do so using all of the relevant data, including Big Data and emerging sources of data such as social media and cloud applications. LinkedIn Sponsored Content helped Alteryx generate quality leads, at a lower cost than search advertising. “LinkedIn is rapidly becoming one of our best sources of leads,” says Rick Schultz, Senior Vice President of Marketing at Alteryx. “With Sponsored Content, we get the right kind of leads – primarily data analysts – who are not only interested in the relevant content we’ve created and in learning more about our product, but also fit our target audience profile perfectly.”
- 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 right into their LinkedIn inbox.
- To drill down a bit on why this is such an effective lower-funnel weapon. First and foremost, your Sponsored InMails only get delivered when members are on LinkedIn, which means your message is always front and center, and you’re dealing with someone who is already engaged on the site. And, Sponsored InMail breaks new ground as an email marketing channel because 100% of the emails we’re sending are delivered. As you know, this is stark contrast to the traditional email buys you might be making through other publisher sites. We can dig in further, but we’ve also put a lot of our recent development focus on optimizing performance on mobile since that’s where your prospects are increasingly spending time consuming content, both on and off LinkedIn. Clients deploy a rage of offers through Sponsored InMail. Some are looking to boost conversions with targeted product and service promotions. Some personalize invites to webinars or in-person events. Others, promote content (e.g., infographics, white papers, etc) to prompt lightweight downloads, conversions.
- Facilitator Notes: Targeting with InMail: Educate customers on value of our audience Targeting best practices Ideal target audience size
- LinkedIn Dynamic Ads is a personalized advertising solution that allows digital advertisers to accurately target decision makers and deal influencers with highly relevant and customizable creative on LinkedIn.com. Using Dynamic Ads, advertisers drive engagement, prompt action and build relationships with the audiences that matter most with relevant ads that truly resonate. 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. Customize your creative, personalize your message – Craft your ad copy, choose your call-to-action and leverage dynamically generated images from LinkedIn member profiles 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
- To peel the onion a bit on how it works, Sponsored Content 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. A feature we call “Direct Sponsored Content” gives you the ability to reach your target audience directly in LinkedIn’s feed WITHOUT publishing on your Company Page so you can personalize and A/B test your content ads to improve , performance. And, you’ll have access to campaign performance analytics allows us to nimbly do that optimization to hit your goals.
- I’ll first share our perspective on the challenges presented by the evolving buyer behavior, then spend the bulk on 2 other topics: 1) the new keys to success with LinkedIn based on our new product set. And 2) I’ll share insights into how my marketing team is using LinkedIn
- <Use this slide to slide to drive additional discovery around the brand’s challenges, objectives, current program mix, how they’re measuring success (KPIs)> First, let’s make sure we understand your goals. Our platform delivers value by: 1) Creating awareness of your brand and products early in the purchase process 2) Positioning your brand as a thought leaders, and Engaging audiences more deeply with content as they’re forming perceptions and decisions 3) Driving the right audiences to take action -- generating quality leads and new business
- <Generic template you can use to create additional slides requiring more text>
- 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.
- I mentioned turkey slices on the previous slide, here’s how we carved up the Sophisticated Guide
- Showcase pages are extensions of the Company Page designed for spotlighting a brand, business unit, or initiative
- <Use this slide to slide to drive additional discovery around the brand’s challenges, objectives, current program mix, how they’re measuring success (KPIs)> First, let’s make sure we understand your goals. Our platform delivers value by: 1) Creating awareness of your brand and products early in the purchase process 2) Positioning your brand as a thought leaders, and Engaging audiences more deeply with content as they’re forming perceptions and decisions 3) Driving the right audiences to take action -- generating quality leads and new business