insights to power your prospective student marketing · use lead gen forms to drive efficient cpls...
TRANSCRIPT
Insights to Power Your Prospective Student Marketing
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Agenda
Your audience is here and growing every day
Leveraging LinkedIn products achieves success
LinkedIn achieves better outcomes for your school
Your audience is here and growing every day
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LinkedIn is the largest global communityof professionals
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
To
tal L
inke
dIn
Me
mb
ers
100M
675M+professionals
Source: LinkedIn Internal Data
Growth and engagement continue to accelerate
>2 newMembers per
second
21% YoYIncrease in time
spent per member
147Content
engagements per second
EDU marketing continues to accelerate on LinkedInEDU paid engagement growth from 2015
0
200
400
600
800
1000
1200
1400
2015 2016 2017 2018 2019 Projected
MBA NursingEducation
MarketingLeadership/Management
Top 5 - Marketing investment by degree type in 2018
Successful EDU marketers
are leveraging LinkedIn
across all their programs
3MTeachers(as of April 2019)
2.5MNursing professionals(as of April 2019)
US nurses and teachers are on LinkedIn
1. based on estimates of total Nurses in the US from BLS: https://www.bls.gov/oes/current/naics3_623000.htm#00-0000, May 20182. based on estiamtes of total Teachers in the US from NCES https://nces.ed.gov/fastfacts/display.asp?id=372 LinkedIn Internal Data
8in10Nurses are on LinkedIn
9in10Teachers are on LinkedIn
Art & Design professionals comprise a major LinkedIn audience
• 4.1M Art & Design professionals in the US
• 21% more views of school and company pages
• 17% more connections
• 17% more in active groups
• 57% were outside Art & Design function before enrolling
• 2.6M Members*
• 33% more group views
• 32% more share
• 31% more companies followed
• 26% more mobile views
Military and Veterans are one of our most active audiences
*Educated at Military institutions or employed by a US Service Branch in the US
LinkedIn is an excellent channel for reaching non-traditional, prospective students who are in market for a bachelor’s degree
LinkedIn Member Segment (US) Audience Size Interested in a BA
degree program
Who want to start within the next
12 months
All Individual Contributors 13M 29% 60%
IT Function 2.7M 46% 49%
Registered Nurse 140K 34% 67%
Military 830K 41% 55%
*US Members with no bachelor’s degree and 1-11 years of experience
Source: LinkedIn Internal Data
Prospective students are the most receptive to your messagingGraduate students in the year prior to enrollment vs. average US member
12%more companies followed
38%more active on mobile
31%share more content
LinkedIn achieves better outcomes
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Students with LinkedIn profiles are highly valuable
Source: LinkedIn & for-profit school cross-referenced user data from past 20 years
2.5XHigher graduation rate; students with LI profiles before enrolling
25%Less time to graduate; students with LI profiles before enrolling
Google leads with LinkedIn exposure outperform those without
42%Google + LinkedIn is more valuablethan Google alone.
Increase12%
17%
Lead
-to-
star
t rat
es
Not exposedbut on LinkedIn
Clicked on LinkedIn ad
42%
We can help you understand degree trends
States with Highest COMPUTER SCIENCE
Degree Growth Rates
State 2018 Rank 2015 Rank
New Jersey 1 2
New Hampshire 2 28
Utah 3 8
Massachusetts 4 3
New York 5 9
States with Highest HEALTH
Degree Growth Rates
State 2018 Rank 2015 Rank
Utah 1 28
Connecticut 2 7
New Jersey 3 8
Massachusetts 4 15
Arkansas 5 3
Leveraging LinkedIn products
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LinkedIn Ad Products & How to Use
Them
Sponsored Content: Single-Image & VideoDrive awareness and lead volume simultaneously
•Bid on Cost Per Click•Served on mobile and desktop•Premium placement in the newsfeed•Earned media from social actions•Benchmarks:•CTR = ~.55%•Eng. Rate = ~.75%
•Bid on cost-per-send•Delivered to members only when they are live on LinkedIn•Members can receive only 1 message ad from any advertiser every 45-days•Benchmarks:•Open Rate = ~55%•CTR = ~5%
Message Ads100% SOV of prospect inboxes for 45 days
Conversation adsUse messaging with guided replies to drive results at every stage of the buyer’s journey
Upcoming release: 3/17/20
increase in conversion rate using our Lead Gen Forms versus capturing leads on site
2XAverage Cost Per
Lead decreased
by 72%
Source: LinkedIn Internal Data Blinded Case Study
Utilizing Lead Gen Forms reduces Cost Per Lead
$-
$100
$200
$300
$400
$500
$600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Website Lead Gen
Utilize Text Ads to drive high-intent traffic to your partners’ sites • Served only on desktop
• Drives high-intent desktop clicks• Average CTR = .02%• Avg. Higher Ed CPC = $5.99
Generate quality leads with an easy, self-serve solution
a
Website Retargeting
Prospects visit your website
Prospect returns your websiteto complete an action
Target audiences that matter most
Retarget website visitors through Sponsored Content and Sponsored InMail
They’re retargeted with your content on LinkedIn.com
Using matched and website audiences
Sponsored Content
Sponsored InMail
How to set up a campaign
Create and name your campaign & Select your Objective
Things you cannot change once saved:
• Campaign group
• Objective
• Desired ad format
Define your target
Key elements to be aware of:
• The audience size will change with the target changes
• Set geo to permanent to serve only to the right geo (recent or permanent is the default)
• Bachelor’s degrees and Master’s degrees are roll up targets that include all but MBA. All Doctoral degrees needs to be selected individually.
How to build a target• What are the
requirements for this program?
• What do you know about the program already?
• Do you have any information on alumni?
• Do we want to keep campaign broad or narrow?
Utilize LinkedIn pre-defined targeting templates or save your own to save time and improve accuracy
Predefined targeting templates
Save your own custom templates
OR Targeting
New feature is easy to select and adds scale, but not ideal for EDU campaigns
No way to select delivery between OR facets
Exceptions to the rule• Retargeting site
OR listG O S i
Remove all these default check boxes when setting up your campaigns
• Audience Expansion – will serve campaigns outside of your target
• Audience Network – will serve your ads off LinkedIn
Both have lead to increased costs for our education clients and are not recommended
Set your bid, budget and schedule
• Set both a daily and total budget where there are specific program budgets
• The forecasted results on the right will change as daily budget and total budget change
• Select a start and end date when promoting something very time sensitive such as a deadline or webinar
• Always remove Auto Bidding (default)
• Always remove Enhanced CPC bidding to control your cost per
Add & set up conversions
• Add an existing conversion or set up a new conversion
• Make sure tag is firing across all pages
• To set up a new conversion we recommend the set up to the right: • Last Touch – Last Campaign
to avoid view through duplication
• 1 Day Views • Using contains to capture all
thank you URLs
How to access your insight tag
Recommended set up for conversion tracking
Driving Applications &
Enrollments
Best ways to drive applications and enrollments
1. Run a multi-product strategy
2. Use Lead Gen Forms
3. Retarget members
4. Nurture prospects on LinkedIn
Run multiple products to get in front of prospects more often • Each product has
different frequency caps
• InMail and SC shown on mobile and desktop
• Dynamic and Text Ads shown only on desktop
Use lead gen forms to drive efficient CPLs• Easy to set up
• Integrate across CRM platforms directly or through a Zapier connection
• Ability to test lead integration before going live
• 3-4 recommended of fields with your form
Retarget users to lower your CPL and convert prospects• Use across all
products
• Segment by target or specific pages on your site
• Use with your existing copy for an easy lift
• Use with InMail and Sponsored Content combination for
Nurture applicants to submission & enrollment through Sponsored InMail
Use list and website-based segments to push leads further down-funnel:
• Lead but not started app
• Started but not finished app
• Application page visitors
Example creative
Creative Best Practices
Sponsored Content
Use an eye-catching image with text overlay“A picture is worth a thousand words”
• Program and university information
• Value propositions, dates, application deadlines
• Still using eye catching imagery in the back ground
• Text Overlay
Make sure intro text complements the image
• Continue to describe the program
• Call out any value propositions
• Don’t forget a call to action
Top it off with a strong headline
• Longer or formal program name
• Call out any value propositions or call to actions i.e. Request Information if using a lead gen form
Best in class creative examples
Sponsored Messaging
Keep subject lines short and impactful
Best performing subject lines often use:
• Questions
• Include the program name
• A unique identifier about the program
Address your target audience directly To increase relevance:
• Customize the greeting with the member’s name
• Refer to their job title or company name
• Try using the word “you”
Give your message a unique and genuine voice • Keep copy short and
sweet (>1000 characters)
• Make sure to use a 300x250 banner
• Send and or sign the InMail from a real person