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Insights and Best Practices from LinkedIn
WEBINAR:
Connecting with Today’s
Prospective Students
Ira Amilhussin
Sr. Marketing Manager
LinkedIn
Irina Skripnik
Research Consultant
LinkedIn
Scott Jones
Account Manager
LinkedIn
1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed
2 – Job Growth and Educational Requirements through 2020, Georgetown University, 2014
of admissions directors
did not meet their 2015
enrollment goals
58%
of all American jobs will
require some sort of
education beyond high
school by 2018
63%
It’s challenging to convert prospects to students
but the value of the degree is still there
How can higher
education marketers
impact the decision
process of today’s
empowered prospect?
?
LinkedIn Survey and Internal Data: August 2015
This deck features U.S. Results
1,627 total respondents
including:
•502 MBA / Masters Intenders
•524 MBA / Masters Grads
Understanding today’s higher education decision journey
We surveyed 15,000+ respondents on LinkedIn
Brazil
Australia
India
Germany
UK
France
USA
Canada
Hong Kong
Singapore
Netherlands
South Korea
Japan
Spain
Peer groups
and professional networks
are a significant influence
Millennials are driven by
a different mindset than
Gen X
Prospects seek specific
content
at each stage
The decision process is
exclusive and it’s critical
to make the shortlist
Key Findings
The decision-making process is exclusive
Only 3
schools make the
prospects’ shortlist
72%
develop their shortlist
before reaching out to
a school representative
93%
end up enrolling
at a school from
their shortlist
Base: MBA and Masters Grads (n=524)
It’s critical to make the short list
Friends and peers are key influencers
Institution
website
Friends/
Peers
Information
Sessions
Professional
Networks
55%
50%
25%
Professional networks
are 3x as influential as
personal networks
Professional
Networks
Personal
Networks 8%
25%
25%
Top influential sources when considering further
education
Base: MBA and Masters Intenders (n=502)
Increased earnings drives the higher education decision
26%
32%
48%
48%
54%
Increased confidence in my current job
Develop leadership skills
Passion for learning
The need to up-skill
Seeking a higher salary
Increasing Trend:
Skill development
to compete in
today’s world
Base: MBA and Masters Intenders (n=502)
Top 5 factors influencing the decision to undertake higher education
Millennials (18-34) Gen X (35-49)
Seek a higher salary Passion for learning
Need to up-skill Need to up-skill
Passion for learning Seek a higher salary
Develop leadership skills Develop leadership skills
Millennials and GenXers both have a strong passion
for learning, but for different reasons
1
Base: MBA and Masters Intenders (n=502)
2
3
4
1
2
3
4
Top factors influencing decision to undertake higher education
64%
71%
79%
83%
90%
Location of campus
Tuition fees
University reputation (overall)
Program format
Faculty/teacher quality
University Ranking
came in 7th
Base: MBA and Masters Intenders (n=502)
Respondents who intend to undertake a Masters or MBA
When deciding where to study, quality of learning
experience is more important than cost
Flexible study options are essential
But there are differences by age
Base: MBA and Masters Intenders (n=502)
48%
41%
33%
26%
24%
Part-Time Local Online Hybrid ( face-to-
face and online)
Full-Time Local
(in-country)
Full-Time Local
(within
commuting
distance)
GenXers are 58%
more likely to want
online study options.
Millennials are
21% more likely
to want part-time
local study options.
Top types of information sought by intenders in each stage
of the higher education decision-making process:
Giving them relevant content at each stage
will help keep schools top of mind
AWARENESS DISCOVERY SELECTION
Career Advice
Information on courses and degree programs
Expert commentary and
reviews
Staff and lecturer profiles
Alumni profiles/achievements
Institution rankings
Education and industry news
Base: MBA and Masters Intenders (n=502)
1
Top types of information sought by intenders in each stage
of the higher education decision-making process:
Giving them relevant content at each stage
will help keep schools top of mind
AWARENESS DISCOVERY SELECTION
Base: MBA and Masters Intenders (n=502)
Peer groups
and professional networks
are a significant influence
Millennials are driven by
a different mindset than
Gen X
Prospects seek specific
content
at each stage
Key Findings
Implication:
Engage early in the
decision process with
a relevant content
marketing strategy
Implication:
Understand the nuances
of your audience and
target them with relevant
content by decision stage
Implication:
Test different types of
content for Millennials
vs. Gen X that address
their different drivers
Implication:
Arm alumni and
professional groups with
information that is easily
shared with prospective
students
The decision-making
process is exclusive and
making the short list is
critical
The New Role of Content
Content for Nurturing
Proactive Planning, not Reacting
16
17
Google Zero Moment of Truth 2011
Consumers use an average of 10.4 sources to
research a purchase decision
Top Content Marketing Scores Globally- Q2 2015
What We Can Learn
 Paid, Owned, Earned: 70% of the top
10 use all of LinkedIn’s sharing tools:
including SU, employee sharing, and
the publishing platform
 Share often: top companies share up to
10+ times per day!
 Know your audience: understand who
your followers are and take advantage
of organic update targeting to boost
engagement rates
Think Beyond the Typical 9-5 Schedule
20
Industry Trends: Mobile First
12:00
PM
6:00
AM
9:00
PM
EDU on LinkedIn
Competition and Audience Insights
21
LinkedIn Content by the Numbers
400M+
Professionals
100,000+
Articles per week
7
Ways to share content
7X
Content vs. Jobs
500+
Influencers
50% Mobile
70%+ for SU
Source: LinkedIn Internal Study May 2015
3 Things to Start Doing Differently. Now.
1
2
3
Be helpful and audience-first. Think
about the benefit to the member
Provide useful information before
asking for contact information
Tell stories and use “you”
information
Source: LinkedIn Internal Study May 2015
How to Differentiate: Rule #1- Know Your Audience:
What Followers Want to Hear
2%
4%
5%
6%
6%
7%
8%
10%
12%
13%
13%
20%
26%
32%
55%
Work for a competitor
Want to sell something to the school
Want to receive deals and special offers from the school
Stay up to date on financial and investment news related…
Currently work for the school
My company currently does business with the school
Current customer/user/client of the school
Want to learn more about the school's products and/or…
Interested in working for the school
As a parent, I am interested in the school for my child
Used to work for the school
Stay informed on the industry
Want to be included in the school's community on LinkedIn
Stay up to date on latest news from the school
As a student/alumni, I am interested in the school
% Among US Followers
Engage Non-Followers
LinkedIn Trending Topics in the US
Current MBA Postgrad StudentsCurrent non-MBA Postgrad Students
Source: LinkedIn Internal Study May 2015
Top EDU Updates: Advice, Information, and Reputation
Full Funnel Approach
Content Through the Buyer’s Journey
Shape Perception
Establish Trust
Drive traffic for
nurturing
Earn new
leads
Nurture to convince and convert
Infographics, blog posts, industry trends, influencer
content, “behind the scenes” and exclusive content
best practice guides, case studies, product reviews,
analyst reports, webinars, blog posts
white papers, research briefs, product demos, trials,
events, product reviews and comparisons, analyst
reports
newsletters, recommendations, case studies, product news, tutorials
28
EDU: Through The FunnelUPPER FUNNEL
BRAND MESSAGING
THOUGHT LEADERSHIP
BOTTOM FUNNEL
LEAD FOCUSED
DIRECT MESSAGING
Key Takeaway:
GIVE value to GET value
Test, Optimize, Repeat
29
The Helpful Advisor The Conversationalist The Cliffhanger
Start by explaining how
your piece of content will
help your target achieve
professional success.
Make a bold statement or ask
a question to spark a conversation
and get your audience to react.
Tell your audience just enough
to pique their interest but not so
much that they aren’t compelled
to learn more.
Create content that is helpful, informative and/or entertaining
Try writing from these perspectives:
Use images to drive engagement
Let your images stand out in the feed
• Adhere to published specifications to ensure your
image is the proper resolution.
• Use the image to expand on the content
or emphasize the CTA.
• Make sure you choose an image that accurately
reflects your content. Consistency between image
and story conveys the topic before the member
even reads a word.
Test and improve performance with Direct Sponsored Content
At any time, test 2 to 3
versions of your content
to continuously improve
performance.
Think Simple:
Consider testing personalization
or variations of your CTA.
38% CTR* lift
Test and improve performance with Direct Sponsored Content
At any time, test 2 to 3
versions of your content
to continuously improve
performance.
Keep it positive and inspirational:
Consider testing questions, actionable
wording
85% CTR* lift
Test and improve performance with Direct Sponsored Content
At any time, test 2 to 3
versions of your content
to continuously improve
performance.
Inspire improvement:
Followed by a strong CTA
49% CTR* lift
Optimize your content for mobile
For best mobile performance make sure:
 Your intro copy is fewer than 150 character or eliminate it all together
 Your CTA is clear
 Your landing page is optimized for the small screen
And Have Fun!
Stand Out: Top Updates are Entertaining
37
Optimize Your Landing Pages
Once the member clicks your update, delight them with an
experience on your website that will convert.
Have more on your page
than just a lead form.
Landing pages should create a seamless
experience from the update, providing
details that
explain why this content is valuable enough
to give up personal info—
with a prominent call to action to download
the full piece in order to obtain that value.
38
Optimize Your Landing Pages
70% of clicks from Sponsored
Updates will come from
mobile
Most important, make sure your landing page is mobile
responsive—otherwise you are wasting leads.
Optimize Your Landing Pages
Keep your forms short.
No one wants to spend time filling out a
lengthy form. Only capture the information
you absolutely need—this will help with
conversions, especially on mobile.
Name
Email
Phone
SUBMIT
22
40
Campaign Strategy and Content Planning
Keep lead generation a top priority while still focusing on awareness and thought leadership.
Become known to new members and keep engaging post lead.
41
One Big Rock. Many Pebbles.
Context + Value + Mindset
.
Threaded
messages
Chat style
interface
People centric
list view
.
Custom call
to action
button
Image banner
for branding
impact
Easy to
navigate left
pane
Personalized
greeting
Seamless Member Experience on Mobile
“How do you take your Sponsored
InMails from Great to Outstanding?”
GIVE A GOOD REASON TO ENGAGE WITH YOUR CONTENT
1. The Impact of Your Message Starts with the Preview
Sender:
Person = personalized 1st person content
“I”
Company = content on behalf of a team or
product
Subject:
Be concise about what the value member
will get from the message.
Description:
Give member specific instructions what to
do with your message ex. Register for…
download the…
2. Good subject lines
Short, impactful subject
lines often utilize some of
the following key words:
1. Thanks
2. Exclusive invitation
3. Connect
4. Job opportunities
5. Join us
LET THEM STAND OUT IN THE INBOX
Let your audience know
this message is relevant
for them but don’t go
overboard i.e.. “Hi
California event planner
working at an enterprise
level company…”
TAILOR YOUR CONTENT ACCORDINGLY – CALL OUT YOUR TARGET AUDIENCE
3. Target audiences want relevant content
PRO TIP:
4. Include seniority targeting only when relevant
NARROW IN ON THOSE WHO ARE MOST LIKELY TO ENGAGE
Influence the Influencer:
• Consider targeting Senior IC as part of your
audience these are the Senior System Network
Engineers, Senior Developers, Accountants,
Lawyers, Scientists
• You have a much bigger audience that will test
products and influence the purchase vs. person
signing the contract
Pro tip: Owner/Partner/CXO content should be crafted
specifically for this audience
Owner
Partner
CXO
VP
Director
Manager
Senior
Entry
Training
Unpaid
THINK MEMBERS FIRST WHEN CRAFTING YOUR CONTENT
5. Give your message a unique and genuine voice
Strong visual: Support your
message content and call to
action, but not distract
Be concise, personal and
relevant: Keep your copy
under 1000 characters and
include a body link
Strong call to action: should be
clear what action should be
taken
The Helpful Advisor The Flexible Invitation The Relevant Program
Start by explaining how
you will
help your audience achieve
professional success
Get your audience to react by
inviting them to an exclusive event.
Let them know it’s a limited
opportunity
Tell your audience just enough
to pique their interest but not so
much that they aren’t compelled
to learn more.
6. Create content that’s helpful, informative and/or
entertaining
TRY WRITING FROM THESE PERSPECTIVES
PRO TIP: CLEAR CTA WILL MAXIMIZE CLICKS AND CONVERSIONS TO GATED CONTENT
7. Clear calls to action
Top InMail CTA keywords
1) Try
2) Register
3) Reserve
4) Join
5) Confirm
6) Download
Top Sponsored Update CTAs
1) Apply
2) Stop by
3) Download
4) Read
5) Check
6) Register
Never miss an opportunity to reach your target
audience—no matter where they are or how
and when they choose to consume content.
8. Take advantage of quick lead opportunities
AS PROFESSIONALS CATCH UP ON CONTENT AT HOME
9. Optimize the content for mobile
For best mobile performance
make sure:
• The copy is fewer than 1000 characters
or eliminate it all together.
• The CTA is clear.
• The landing page is optimized for the
small screen.
SYNERGISTICALLY WITH MULTIPLE FULL-FUNNEL PRODUCTS
10. Multi-Product Marketers gain performance
128% higher open
rates among those exposed to
Display and Sponsored Updates
first
Infographics, blog posts, industry
trends, influencer content, “behind the
scenes” and exclusive content
Best practice guides, case studies,
product reviews, analyst reports,
webinars, blog posts
White papers, research briefs, product
demos, trials, product reviews and
comparisons, analyst reports
Newsletters, recommendations, case
studies, product news, tutorials
Shape Perception
Establish Trust
Drive Traffic
for Nurturing
Nurture to
Convince
and Convert
Earn New Leads
Sponsored InMail Message Gallery
Top Sponsored InMails
Easy to read concise message with
clear value benefit to the target
audience
Highly personalized message with a
clear value for the member
Offers to connect with a one-on-one
meeting to build a relationship
Explains the unique attributes of the
program
Be Human: Simply get personal
Attention grabbing subject line sets
the tone for the message
Message speaks directly to the
audience based on targeting and
experience
Bullets clearly outline the benefits of
the program
Website educates and converts
prospect students
Be Relevant: Focus on your audience
Time commitment and value are
clearly outlined
Visual grabs member’s attention
on desktop
Simple yet direct call to action
drives prospects to register for
the event
Be Timely: Get your audience to take action now
Ira Amilhussin
Sr. Marketing Manager
LinkedIn
Irina Skripnik
Research Consultant
LinkedIn
Scott Jones
Account Manager
LinkedInQ&A
©2015 LinkedIn Corporation. All Rights Reserved.
Thank You!
marketing.linkedin.com
Appendix
Three Factors of SU Success
2. CONTENT1. TARGET SIZE 3. BIDS/BUDGETS
Broader = Better
 Broader targets allow for
gathering of statistically significant
data to inform optimizations
 Broader audiences tend to have
lower CPCs than more niche ones
 Aim for audience sizes above
100K for scale purposes
Layer Broad with Narrow Targets
 To test a niche, custom target (ex:
Groups or Job Titles), layer with
broader targets to increase scale
and gather more data
Set bids at the high end or above
the suggested bid range
• Bidding at the higher end of the
suggested range ensures
content has the best opportunity
to engage with the audience
• If the current suggested range is
$6 – $9.50, consider bidding $9
- $11 when launching the
campaign
Set a minimum daily budget of at
least $200 to ensure statistically
relevant data
• Comparing a difference
between 4 and 7 clicks is much
different than comparing 40 and
70 clicks
• Daily budget = total audience
budget ÷ days running
Run 4 unique pieces of content per
audience target
• Frequency cap: Members can see up to
4 unique pieces of content per advertiser
every 48 hours.
• Running 4 pieces concurrently allows
system to optimize for best-performers
• Rotating in new pieces frequently helps
content from becoming stale and
provides insights into what is working
• If content is limited, use DSC to create
more variations or AB test copy/images
Better content is superior to more
• Keep best performers on hand to re-
sponsor when experiencing low
performance or content delays.
• More engaging content = better
engagement rate = better auction prices
and delivery
Best Practices Cheat Sheet
1. Optimizing for
relevance
• Ensure your message
resonates with your target
audience
• Always ask, “why would the
audience read this?
• Use a sender with credibility
and relevance
2. Optimizing content
• Clearly outline benefits to
the member for engaging
with this message
• Use concise, compelling
and conversational intros
• Include a concise call to
action and be clear about
what the member should do
• Make sure landing pages
are optimized for mobile
traffic
3. Amplify and
personalize
• Test to see what works with
the audience and then refine
• Be resourceful and use your
existing content by
reworking it to be
conversational
• Be genuine
Top Don’t Tips
1. Pushy Content
• Avoid content that sounds
like a brochure or
infomercial
• Don’t cast too wide of a net
Ex. You or a colleague may
benefit from this…
• Avoid !!! and ALL CAPS
• Don’t overload message
with multiple calls to action,
focus on one action and
building trust
2. Hard to Navigate
Website
• Avoid mixed messaging.
The landing page should
match the call to action and
message
• Your landing page should
align with your goal ex. PDF
is not ideal for conversions
3. Too much or too vague
• Avoid getting all details into the
message, your landing page
should do the educating
• Don’t have a call to action that’s
too long, it will get cut off on
mobile
• Using a closing salutation if the
message is coming from a
company

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Reaching Today's Prospective Students: Can higher education marketers impact the decision process of today’s empowered prospect?

  • 1. Insights and Best Practices from LinkedIn WEBINAR: Connecting with Today’s Prospective Students
  • 2. Ira Amilhussin Sr. Marketing Manager LinkedIn Irina Skripnik Research Consultant LinkedIn Scott Jones Account Manager LinkedIn
  • 3. 1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed 2 – Job Growth and Educational Requirements through 2020, Georgetown University, 2014 of admissions directors did not meet their 2015 enrollment goals 58% of all American jobs will require some sort of education beyond high school by 2018 63% It’s challenging to convert prospects to students but the value of the degree is still there
  • 4. How can higher education marketers impact the decision process of today’s empowered prospect? ?
  • 5. LinkedIn Survey and Internal Data: August 2015 This deck features U.S. Results 1,627 total respondents including: •502 MBA / Masters Intenders •524 MBA / Masters Grads Understanding today’s higher education decision journey We surveyed 15,000+ respondents on LinkedIn Brazil Australia India Germany UK France USA Canada Hong Kong Singapore Netherlands South Korea Japan Spain
  • 6. Peer groups and professional networks are a significant influence Millennials are driven by a different mindset than Gen X Prospects seek specific content at each stage The decision process is exclusive and it’s critical to make the shortlist Key Findings
  • 7. The decision-making process is exclusive Only 3 schools make the prospects’ shortlist 72% develop their shortlist before reaching out to a school representative 93% end up enrolling at a school from their shortlist Base: MBA and Masters Grads (n=524) It’s critical to make the short list
  • 8. Friends and peers are key influencers Institution website Friends/ Peers Information Sessions Professional Networks 55% 50% 25% Professional networks are 3x as influential as personal networks Professional Networks Personal Networks 8% 25% 25% Top influential sources when considering further education Base: MBA and Masters Intenders (n=502)
  • 9. Increased earnings drives the higher education decision 26% 32% 48% 48% 54% Increased confidence in my current job Develop leadership skills Passion for learning The need to up-skill Seeking a higher salary Increasing Trend: Skill development to compete in today’s world Base: MBA and Masters Intenders (n=502) Top 5 factors influencing the decision to undertake higher education
  • 10. Millennials (18-34) Gen X (35-49) Seek a higher salary Passion for learning Need to up-skill Need to up-skill Passion for learning Seek a higher salary Develop leadership skills Develop leadership skills Millennials and GenXers both have a strong passion for learning, but for different reasons 1 Base: MBA and Masters Intenders (n=502) 2 3 4 1 2 3 4 Top factors influencing decision to undertake higher education
  • 11. 64% 71% 79% 83% 90% Location of campus Tuition fees University reputation (overall) Program format Faculty/teacher quality University Ranking came in 7th Base: MBA and Masters Intenders (n=502) Respondents who intend to undertake a Masters or MBA When deciding where to study, quality of learning experience is more important than cost
  • 12. Flexible study options are essential But there are differences by age Base: MBA and Masters Intenders (n=502) 48% 41% 33% 26% 24% Part-Time Local Online Hybrid ( face-to- face and online) Full-Time Local (in-country) Full-Time Local (within commuting distance) GenXers are 58% more likely to want online study options. Millennials are 21% more likely to want part-time local study options.
  • 13. Top types of information sought by intenders in each stage of the higher education decision-making process: Giving them relevant content at each stage will help keep schools top of mind AWARENESS DISCOVERY SELECTION Career Advice Information on courses and degree programs Expert commentary and reviews Staff and lecturer profiles Alumni profiles/achievements Institution rankings Education and industry news Base: MBA and Masters Intenders (n=502)
  • 14. 1 Top types of information sought by intenders in each stage of the higher education decision-making process: Giving them relevant content at each stage will help keep schools top of mind AWARENESS DISCOVERY SELECTION Base: MBA and Masters Intenders (n=502)
  • 15. Peer groups and professional networks are a significant influence Millennials are driven by a different mindset than Gen X Prospects seek specific content at each stage Key Findings Implication: Engage early in the decision process with a relevant content marketing strategy Implication: Understand the nuances of your audience and target them with relevant content by decision stage Implication: Test different types of content for Millennials vs. Gen X that address their different drivers Implication: Arm alumni and professional groups with information that is easily shared with prospective students The decision-making process is exclusive and making the short list is critical
  • 16. The New Role of Content Content for Nurturing Proactive Planning, not Reacting 16
  • 17. 17 Google Zero Moment of Truth 2011 Consumers use an average of 10.4 sources to research a purchase decision
  • 18. Top Content Marketing Scores Globally- Q2 2015 What We Can Learn  Paid, Owned, Earned: 70% of the top 10 use all of LinkedIn’s sharing tools: including SU, employee sharing, and the publishing platform  Share often: top companies share up to 10+ times per day!  Know your audience: understand who your followers are and take advantage of organic update targeting to boost engagement rates
  • 19. Think Beyond the Typical 9-5 Schedule
  • 20. 20 Industry Trends: Mobile First 12:00 PM 6:00 AM 9:00 PM
  • 21. EDU on LinkedIn Competition and Audience Insights 21
  • 22. LinkedIn Content by the Numbers 400M+ Professionals 100,000+ Articles per week 7 Ways to share content 7X Content vs. Jobs 500+ Influencers 50% Mobile 70%+ for SU
  • 23. Source: LinkedIn Internal Study May 2015 3 Things to Start Doing Differently. Now. 1 2 3 Be helpful and audience-first. Think about the benefit to the member Provide useful information before asking for contact information Tell stories and use “you” information
  • 24. Source: LinkedIn Internal Study May 2015 How to Differentiate: Rule #1- Know Your Audience: What Followers Want to Hear 2% 4% 5% 6% 6% 7% 8% 10% 12% 13% 13% 20% 26% 32% 55% Work for a competitor Want to sell something to the school Want to receive deals and special offers from the school Stay up to date on financial and investment news related… Currently work for the school My company currently does business with the school Current customer/user/client of the school Want to learn more about the school's products and/or… Interested in working for the school As a parent, I am interested in the school for my child Used to work for the school Stay informed on the industry Want to be included in the school's community on LinkedIn Stay up to date on latest news from the school As a student/alumni, I am interested in the school % Among US Followers
  • 25. Engage Non-Followers LinkedIn Trending Topics in the US Current MBA Postgrad StudentsCurrent non-MBA Postgrad Students
  • 26. Source: LinkedIn Internal Study May 2015 Top EDU Updates: Advice, Information, and Reputation
  • 27. Full Funnel Approach Content Through the Buyer’s Journey Shape Perception Establish Trust Drive traffic for nurturing Earn new leads Nurture to convince and convert Infographics, blog posts, industry trends, influencer content, “behind the scenes” and exclusive content best practice guides, case studies, product reviews, analyst reports, webinars, blog posts white papers, research briefs, product demos, trials, events, product reviews and comparisons, analyst reports newsletters, recommendations, case studies, product news, tutorials
  • 28. 28 EDU: Through The FunnelUPPER FUNNEL BRAND MESSAGING THOUGHT LEADERSHIP BOTTOM FUNNEL LEAD FOCUSED DIRECT MESSAGING Key Takeaway: GIVE value to GET value
  • 30. The Helpful Advisor The Conversationalist The Cliffhanger Start by explaining how your piece of content will help your target achieve professional success. Make a bold statement or ask a question to spark a conversation and get your audience to react. Tell your audience just enough to pique their interest but not so much that they aren’t compelled to learn more. Create content that is helpful, informative and/or entertaining Try writing from these perspectives:
  • 31. Use images to drive engagement Let your images stand out in the feed • Adhere to published specifications to ensure your image is the proper resolution. • Use the image to expand on the content or emphasize the CTA. • Make sure you choose an image that accurately reflects your content. Consistency between image and story conveys the topic before the member even reads a word.
  • 32. Test and improve performance with Direct Sponsored Content At any time, test 2 to 3 versions of your content to continuously improve performance. Think Simple: Consider testing personalization or variations of your CTA. 38% CTR* lift
  • 33. Test and improve performance with Direct Sponsored Content At any time, test 2 to 3 versions of your content to continuously improve performance. Keep it positive and inspirational: Consider testing questions, actionable wording 85% CTR* lift
  • 34. Test and improve performance with Direct Sponsored Content At any time, test 2 to 3 versions of your content to continuously improve performance. Inspire improvement: Followed by a strong CTA 49% CTR* lift
  • 35. Optimize your content for mobile For best mobile performance make sure:  Your intro copy is fewer than 150 character or eliminate it all together  Your CTA is clear  Your landing page is optimized for the small screen
  • 36. And Have Fun! Stand Out: Top Updates are Entertaining
  • 37. 37 Optimize Your Landing Pages Once the member clicks your update, delight them with an experience on your website that will convert. Have more on your page than just a lead form. Landing pages should create a seamless experience from the update, providing details that explain why this content is valuable enough to give up personal info— with a prominent call to action to download the full piece in order to obtain that value.
  • 38. 38 Optimize Your Landing Pages 70% of clicks from Sponsored Updates will come from mobile Most important, make sure your landing page is mobile responsive—otherwise you are wasting leads.
  • 39. Optimize Your Landing Pages Keep your forms short. No one wants to spend time filling out a lengthy form. Only capture the information you absolutely need—this will help with conversions, especially on mobile. Name Email Phone SUBMIT 22
  • 40. 40 Campaign Strategy and Content Planning Keep lead generation a top priority while still focusing on awareness and thought leadership. Become known to new members and keep engaging post lead.
  • 41. 41 One Big Rock. Many Pebbles.
  • 42. Context + Value + Mindset
  • 44. . Custom call to action button Image banner for branding impact Easy to navigate left pane Personalized greeting
  • 46. “How do you take your Sponsored InMails from Great to Outstanding?”
  • 47. GIVE A GOOD REASON TO ENGAGE WITH YOUR CONTENT 1. The Impact of Your Message Starts with the Preview Sender: Person = personalized 1st person content “I” Company = content on behalf of a team or product Subject: Be concise about what the value member will get from the message. Description: Give member specific instructions what to do with your message ex. Register for… download the…
  • 48. 2. Good subject lines Short, impactful subject lines often utilize some of the following key words: 1. Thanks 2. Exclusive invitation 3. Connect 4. Job opportunities 5. Join us LET THEM STAND OUT IN THE INBOX
  • 49. Let your audience know this message is relevant for them but don’t go overboard i.e.. “Hi California event planner working at an enterprise level company…” TAILOR YOUR CONTENT ACCORDINGLY – CALL OUT YOUR TARGET AUDIENCE 3. Target audiences want relevant content PRO TIP:
  • 50. 4. Include seniority targeting only when relevant NARROW IN ON THOSE WHO ARE MOST LIKELY TO ENGAGE Influence the Influencer: • Consider targeting Senior IC as part of your audience these are the Senior System Network Engineers, Senior Developers, Accountants, Lawyers, Scientists • You have a much bigger audience that will test products and influence the purchase vs. person signing the contract Pro tip: Owner/Partner/CXO content should be crafted specifically for this audience Owner Partner CXO VP Director Manager Senior Entry Training Unpaid
  • 51. THINK MEMBERS FIRST WHEN CRAFTING YOUR CONTENT 5. Give your message a unique and genuine voice Strong visual: Support your message content and call to action, but not distract Be concise, personal and relevant: Keep your copy under 1000 characters and include a body link Strong call to action: should be clear what action should be taken
  • 52. The Helpful Advisor The Flexible Invitation The Relevant Program Start by explaining how you will help your audience achieve professional success Get your audience to react by inviting them to an exclusive event. Let them know it’s a limited opportunity Tell your audience just enough to pique their interest but not so much that they aren’t compelled to learn more. 6. Create content that’s helpful, informative and/or entertaining TRY WRITING FROM THESE PERSPECTIVES
  • 53. PRO TIP: CLEAR CTA WILL MAXIMIZE CLICKS AND CONVERSIONS TO GATED CONTENT 7. Clear calls to action Top InMail CTA keywords 1) Try 2) Register 3) Reserve 4) Join 5) Confirm 6) Download Top Sponsored Update CTAs 1) Apply 2) Stop by 3) Download 4) Read 5) Check 6) Register
  • 54. Never miss an opportunity to reach your target audience—no matter where they are or how and when they choose to consume content. 8. Take advantage of quick lead opportunities AS PROFESSIONALS CATCH UP ON CONTENT AT HOME
  • 55. 9. Optimize the content for mobile For best mobile performance make sure: • The copy is fewer than 1000 characters or eliminate it all together. • The CTA is clear. • The landing page is optimized for the small screen.
  • 56. SYNERGISTICALLY WITH MULTIPLE FULL-FUNNEL PRODUCTS 10. Multi-Product Marketers gain performance 128% higher open rates among those exposed to Display and Sponsored Updates first Infographics, blog posts, industry trends, influencer content, “behind the scenes” and exclusive content Best practice guides, case studies, product reviews, analyst reports, webinars, blog posts White papers, research briefs, product demos, trials, product reviews and comparisons, analyst reports Newsletters, recommendations, case studies, product news, tutorials Shape Perception Establish Trust Drive Traffic for Nurturing Nurture to Convince and Convert Earn New Leads
  • 57. Sponsored InMail Message Gallery Top Sponsored InMails
  • 58. Easy to read concise message with clear value benefit to the target audience Highly personalized message with a clear value for the member Offers to connect with a one-on-one meeting to build a relationship Explains the unique attributes of the program Be Human: Simply get personal
  • 59. Attention grabbing subject line sets the tone for the message Message speaks directly to the audience based on targeting and experience Bullets clearly outline the benefits of the program Website educates and converts prospect students Be Relevant: Focus on your audience
  • 60. Time commitment and value are clearly outlined Visual grabs member’s attention on desktop Simple yet direct call to action drives prospects to register for the event Be Timely: Get your audience to take action now
  • 61. Ira Amilhussin Sr. Marketing Manager LinkedIn Irina Skripnik Research Consultant LinkedIn Scott Jones Account Manager LinkedInQ&A
  • 62. ©2015 LinkedIn Corporation. All Rights Reserved. Thank You! marketing.linkedin.com
  • 64. Three Factors of SU Success 2. CONTENT1. TARGET SIZE 3. BIDS/BUDGETS Broader = Better  Broader targets allow for gathering of statistically significant data to inform optimizations  Broader audiences tend to have lower CPCs than more niche ones  Aim for audience sizes above 100K for scale purposes Layer Broad with Narrow Targets  To test a niche, custom target (ex: Groups or Job Titles), layer with broader targets to increase scale and gather more data Set bids at the high end or above the suggested bid range • Bidding at the higher end of the suggested range ensures content has the best opportunity to engage with the audience • If the current suggested range is $6 – $9.50, consider bidding $9 - $11 when launching the campaign Set a minimum daily budget of at least $200 to ensure statistically relevant data • Comparing a difference between 4 and 7 clicks is much different than comparing 40 and 70 clicks • Daily budget = total audience budget ÷ days running Run 4 unique pieces of content per audience target • Frequency cap: Members can see up to 4 unique pieces of content per advertiser every 48 hours. • Running 4 pieces concurrently allows system to optimize for best-performers • Rotating in new pieces frequently helps content from becoming stale and provides insights into what is working • If content is limited, use DSC to create more variations or AB test copy/images Better content is superior to more • Keep best performers on hand to re- sponsor when experiencing low performance or content delays. • More engaging content = better engagement rate = better auction prices and delivery
  • 65. Best Practices Cheat Sheet 1. Optimizing for relevance • Ensure your message resonates with your target audience • Always ask, “why would the audience read this? • Use a sender with credibility and relevance 2. Optimizing content • Clearly outline benefits to the member for engaging with this message • Use concise, compelling and conversational intros • Include a concise call to action and be clear about what the member should do • Make sure landing pages are optimized for mobile traffic 3. Amplify and personalize • Test to see what works with the audience and then refine • Be resourceful and use your existing content by reworking it to be conversational • Be genuine
  • 66. Top Don’t Tips 1. Pushy Content • Avoid content that sounds like a brochure or infomercial • Don’t cast too wide of a net Ex. You or a colleague may benefit from this… • Avoid !!! and ALL CAPS • Don’t overload message with multiple calls to action, focus on one action and building trust 2. Hard to Navigate Website • Avoid mixed messaging. The landing page should match the call to action and message • Your landing page should align with your goal ex. PDF is not ideal for conversions 3. Too much or too vague • Avoid getting all details into the message, your landing page should do the educating • Don’t have a call to action that’s too long, it will get cut off on mobile • Using a closing salutation if the message is coming from a company

Notes de l'éditeur

  1. Over the last decade, it has become increasingly challenging for marketers in higher education to convert prospective students to enrolled students. Affordability remains in the spotlight - Approximately 40 million Americans are still saddled with a collective $1.2 trillion in student loan debt ROI and measurement of outcomes has become increasingly important. Online learning has created increased competition, especially among schools focused on non-traditional learners. These institutions now have to contend with more than just regional competition. Sources: https://www.insidehighered.com/news/survey/pressure-all-sides-2015-survey-admissions-directors https://cew.georgetown.edu/wp-content/uploads/2014/11/Recovery2020.FR_.Web_.pdf
  2. 10 minute online survey, fielded on Linkedin.com in August 2015. MBA/Masters Intenders – hold a bachelor’s degree and plan to further their education MBA/Masters Grads
  3. 1) The prospects’ shortlist is exclusive and critical The average shortlist is only 3 schools, and it’s likely developed before they make contact with you. 2) Peer groups and professional networks are a significant influence Friends and peers are the 2nd biggest influence on education decisions, and professional networks are 3x more influential than personal social networks. 3) Millennials are driven by a different mindset than Gen X Millennials are driven more by an increase in salary, while GenXers are more interested in personal growth 4) Prospects seek specific content at each stage Marketers should target the right prospects with relevant content by decision stage in order to improve the quality of their conversions.
  4. US Masters and MBA Grads (485) Before you decided to pursue a [pipe: EDU_LEVEL], how many schools, if any, made your short list for consideration? Did you develop your shortlist before speaking with a representative from any of the schools/universities? Did you end up enrolling in a school that was on your shortlist?
  5. Which of the following information sources did you find most influential when considering further education?
  6. MBA/Masters intenders What [pipe: AF1 lower] the primary personal and professional factors influencing your decision to undertake education beyond undergraduate study?
  7. MBA/Masters intenders What [pipe: AF1 lower] the primary personal and professional factors influencing your decision to undertake education beyond undergraduate study?
  8. WHERE_STUDY: How important [pipe: AF1 lower] the following factors when deciding on a specific program/university/course of study? Note: “focus on leadership as opposed to skills” is significantly more important for exec ed and MBA intenders. "Tech and entrepreneurship focus“ is significantly more important for MBA intenders Scholarships is significantly more important for those under 35 Those over 35 are more concerned with program format
  9. What format of further education or advanced degree would you be interested in pursuing? Note: those looking to pursue exec ed or professional dev. are significantly more likely to want online. Note differences by age below Part-Time Local (within daily commuting distance from your home) | Under 35 – 51% Over 35 – 38% Full-Time Local (within daily commuting distance from your home) | Under 35 – 27% Over 35 – 15% Full-Time Local (In your current country) | Under 35 – 30% Over 35 – 11% Full-Time abroad | Under 35 – 17% Over 35 – 3% Distance / Correspondence | Under 35 – 12% Over 35 – 16% Online (eg: Coursera) | Under 35 – 36% Over 35 – 57% Hybrid (Combination of face to face and online) | Under 35 – 31% Over 35 – 43%
  10. Note: Those over 40 were significantly more likely to look for career advice at the discovery stage. They were also more likely to look for info on specialized course offerings Masters and MBA Intenders (502) Q:Which of the following types of information, if any, were most helpful for you to receive at each stage of your decision process in the past 12 months? Awareness Discovery Selection Combined Masters/MBA Intenders exec education Professional dev/contd. ed MBA Intenders US Masters Intenders Combined Masters/MBA Intenders exec education Professional dev/contd. ed MBA Intenders US Masters Intenders Combined Masters/MBA Intenders exec education Professional dev/contd. ed MBA Intenders US Masters Intenders Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% Alumni profiles / achievements 13% 10% 11% 16% 9% 17% 18% 14% 22% 12% 19% 24% 13% 20% 17% Career advice 28% 19% 22% 25% 31% 23% 17% 16% 26% 20% 17% 22% 21% 19% 16% Education & industry news 22% 23% 21% 24% 18% 19% 13% 19% 22% 17% 14% 22% 12% 16% 11% Expert commentary / reviews of the institution 13% 14% 15% 12% 16% 15% 15% 19% 16% 14% 16% 16% 16% 15% 15% Infographics 7% 6% 9% 9% 7% 7% 10% 7% 7% 6% 7% 2% 5% 7% 7% Information about courses and degree programs (PHD, MBA, Masters  info) 51% 49% 57% 48% 55% 51% 38% 48% 48% 54% 51% 53% 53% 50% 52% Information on facilities / extra-curricular offerings 12% 13% 10% 16% 9% 13% 20% 11% 14% 10% 12% 10% 9% 16% 10% Institution rankings 36% 38% 30% 40% 31% 24% 22% 24% 22% 25% 22% 25% 28% 24% 21% Latest research and faculty news 12% 8% 11% 10% 14% 12% 10% 10% 11% 12% 8% 4% 9% 5% 9% New specialized course or program offerings 22% 25% 25% 18% 25% 25% 20% 29% 19% 31% 23% 33% 31% 18% 26% Personal Branding Advice 5% 4% 6% 6% 4% 7% 5% 7% 5% 9% 9% 10% 7% 7% 10% Staff / Lecturer profiles 13% 13% 13% 14% 12% 15% 12% 15% 12% 16% 19% 20% 28% 18% 19% Videos showing student experience 7% 10% 6% 6% 7% 8% 10% 7% 8% 7% 3% 2% 3% 1% 4% White papers 4% 4% 2% 4% 4% 4% 7% 4% 4% 5% 4% 2% 2% 3% 5%
  11. Note: Those over 40 were significantly more likely to look for career advice at the discovery stage. They were also more likely to look for info on specialized course offerings Masters and MBA Intenders (502) Q:Which of the following types of information, if any, were most helpful for you to receive at each stage of your decision process in the past 12 months? Awareness Discovery Selection Combined Masters/MBA Intenders exec education Professional dev/contd. ed MBA Intenders US Masters Intenders Combined Masters/MBA Intenders exec education Professional dev/contd. ed MBA Intenders US Masters Intenders Combined Masters/MBA Intenders exec education Professional dev/contd. ed MBA Intenders US Masters Intenders Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% Alumni profiles / achievements 13% 10% 11% 16% 9% 17% 18% 14% 22% 12% 19% 24% 13% 20% 17% Career advice 28% 19% 22% 25% 31% 23% 17% 16% 26% 20% 17% 22% 21% 19% 16% Education & industry news 22% 23% 21% 24% 18% 19% 13% 19% 22% 17% 14% 22% 12% 16% 11% Expert commentary / reviews of the institution 13% 14% 15% 12% 16% 15% 15% 19% 16% 14% 16% 16% 16% 15% 15% Infographics 7% 6% 9% 9% 7% 7% 10% 7% 7% 6% 7% 2% 5% 7% 7% Information about courses and degree programs (PHD, MBA, Masters  info) 51% 49% 57% 48% 55% 51% 38% 48% 48% 54% 51% 53% 53% 50% 52% Information on facilities / extra-curricular offerings 12% 13% 10% 16% 9% 13% 20% 11% 14% 10% 12% 10% 9% 16% 10% Institution rankings 36% 38% 30% 40% 31% 24% 22% 24% 22% 25% 22% 25% 28% 24% 21% Latest research and faculty news 12% 8% 11% 10% 14% 12% 10% 10% 11% 12% 8% 4% 9% 5% 9% New specialized course or program offerings 22% 25% 25% 18% 25% 25% 20% 29% 19% 31% 23% 33% 31% 18% 26% Personal Branding Advice 5% 4% 6% 6% 4% 7% 5% 7% 5% 9% 9% 10% 7% 7% 10% Staff / Lecturer profiles 13% 13% 13% 14% 12% 15% 12% 15% 12% 16% 19% 20% 28% 18% 19% Videos showing student experience 7% 10% 6% 6% 7% 8% 10% 7% 8% 7% 3% 2% 3% 1% 4% White papers 4% 4% 2% 4% 4% 4% 7% 4% 4% 5% 4% 2% 2% 3% 5%
  12. 1) The prospects’ shortlist is exclusive and critical The average shortlist is only 3 schools, and it’s likely developed before they make contact with you. 2) Peer groups and professional networks are a significant influence Friends and peers are the 2nd biggest influence on education decisions, and professional networks are 3x more influential than personal social networks. 3) Millennials are driven by a different mindset than Gen X Millennials are driven more by an increase in salary, while GenXers are more interested in personal growth 4) Prospects seek specific content at each stage Marketers should target the right prospects with relevant content by decision stage in order to improve the quality of their conversions.
  13. *vertical follower defined as following 2+ companies in vertical not including own company
  14. *vertical follower defined as following 2+ companies in vertical not including own company
  15. *vertical follower defined as following 2+ companies in vertical not including own company
  16. Have fun! B2B does not have to be boring. Professionals are people, too. Just keep it relevant for the platform. What works on Facebook might get backlash on LinkedIn because people are here to INVEST their time, not SPEND it.
  17. Timely, convenient, and personal messages to people that matter most to your business
  18. a tailored approach to reach and appeal to senior executives, board members, operations managers and those striving to grow and improve specific skills.