[pubcon 2013] linkedin marketing
DESCRIPTION
Janet Driscoll Miller's presentation from the Pubcon 2013 session "LinkedIn Marketing."TRANSCRIPT
PUBCON LAS VEGAS
OCTOBER 24, 2013
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• “Social Media Management Software”
– Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?
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• “Ham-Fisted Bidders” are bidding on ego and
not on the results the advertising brings
• The more expensive the B2B offering, the
higher the bid
• Competition is high for a limited B2B audience
“RAID Data Recovery” $64 CPC
“business VOIP solutions $51 CPC
“managed hosting providers” $49 CPC
“data room services” $41 CPC
“VPS Dedicated Server” $32 CPC
“managed services provider” $31 CPC
“merchant account providers” $28 CPC
“medical billing software” $27
“best conference call service” $25 CPC
“domain names registry” $24 CPC
“online backup software” $24 CPC
“server monitoring software” $24 CPC
“managed IT services” $23 CPC
“CRM Software Programs” $22 CPC
“business credit card” $19 CPC
“business bank account” $15 CPC Search Engine Marketing Roundup
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• The growth of “low
search volume” keywords
in AdWords is exponential
• The keyword “Long Tail”
only exists when Google
lets it
• They are happy to “broad
match” overly broad
keywords at high CPCs
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http://www.youtube.com/watch?v=DJLDF6qZUX0
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Source: LinkedIn
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• LinkedIn Marketing Solution
– Display and social ads
– Dedicated LinkedIn account
manager
– Minimum spend = $25,000/
3 months
– Guaranteed inventory and
delivery
– Cost per impression (CPM)
– As low as $25 CPL
• LinkedIn Self-Serve Ads
– Text Ads with Small Image
– No Minimum Spend
– Cost per impression (CPM) OR
Cost per click (CPC)
– As low as $13 CPL
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• $10/day minimum
• No day parting
• GMT Time
• 0.02% CTR
• Keyword freedom
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Groups Company &
Title Targeting
SWEET
SPOT!
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• Know your buyer personas
– Who are your buyers?
– What messaging resonates with them?
• Use LinkedIn to target those individuals
with those specific offers/messages
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Google Retargeting
ads focused on IT
management show to user
User Responds to Offer (Fills out form)
User Does Not Respond to Offer
(Doesn’t fill out form)
User clicks on social ad
Mark person as
IT manager
Ad targeted towards IT managers
Landing page, focused on a
particular software
solution/offer
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“After two years of running this system,
we've not found anything it can’t manage.”
- InfoWorld Test Center
• Founded 2003
• 69% year over year growth
• HQ in Virginia
• Sales offices – London, Sydney
COMPANY
SOFTWARE
Enterprise / Corporate IT Service Providers Federal / Government
BEST ENABLING MSP
TECH
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• Big 4 – HP, IBM, CA, BMC
– Large ad budgets
– Established, highly recognizable brands
• New competitors constantly enter fray
• Noisy, crowded space
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• High cost per click
– Some upwards of $30/click
• Long tail keywords wouldn’t always
generate an ad
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0 50 100 150 200 250 300 350 400
2011
2012
Conversions
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2011 2012
Conversions
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2011 2012
Cost per Lead
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2011 2012
Cost
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281% 1178% (pipeline) (revenue)
ROI
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• Targeted to affinity/professional groups that
people self-select vs. search keywords
– Keyword context may not always be clear
• LinkedIn starts with groups that you KNOW the
size of, their common interests are, etc.
• LinkedIn is also cheaper for now because there
is less competition for advertising.
• LinkedIn targeting can be very specific – not
just to groups, but also down to companies and
titles.
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Google Retargeting
Ads
Nurturing via
Marketing Automation
Demographic Targeting via LinkedIn Ads
Opportunity
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Janet Driscoll Miller
800-939-5938 x101
Google+: +Janet Driscoll Miller
(and +Search Mojo)
Twitter: @janetdmiller
Facebook:
www.facebook.com/SearchMojo