succeed in 2016 with linkedin: rethink marketing
TRANSCRIPT
@LinkedInMktg
Succeed in 2016 with LinkedIn
Keith Richey Director, Global Marketing January 6, 2016
How to Engage with Us
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What success looks like now
Our team’s approach
Buyer evolution
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10Pieces of content
are consumed before a purchasing decision
is made
90%Before customersreach out directly
It’s a challenging world
Source: Forrester, “Accelerating Revenue in a Changed Economy”
Source: Zero Moment of Truth Study, Google
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Relevant content is the answer.
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41%
of online ads reach the wrong audience*
60-70% Content goes unread**
*Defining Online Ad Success: How benchmarks are shifting as advertisers take aim,” Nielsen **Inciting a B-to-B Content Revolution,” Sirius Decision***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey.
The challenge remains Reach the right people and convert high quality prospects
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Reach only the right people
Deliver highly relevant content in the right channel
Acquire new customers
Imagine if the funnel worked like it should
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Display
Sponsored Updates
Sponsored InMail
Full-funnel analytics
& reporting
products that impactevery stage of your funnel and get results
The only full-funnel professional platform
@LinkedInMktgPeers
1MM+ posts/wk in Groups130k/wk Member Posts
News2MM+ Publishers
LinkedIn Pulse
Brands7MM+ Company Pages
Company Updates 18MM+ Slideshares
Elevate
Education270k+ Lynda videos
Professional Publishing Platform
Thought Leaders500+ Influencers
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2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
32M
400M+
200K+Professionals
join daily
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Connections
Company Industry
Size
Skills
GenderEducation
Geo
Groups
Standardizedjob titles
SeniorityFunction
Occupation
Powered by rich first-party data
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Who would you like to reach?
Available Targeting Facets
Company Name, Industry, Size
Job Title, Function, Seniority
Member SkillsSchools, Degree, Field of
StudyGroups
Gender & Age
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What success looks like now
Our team’s approach
Buyer evolution
@LinkedInMktg
Build thought leadership
Generate leads
Generate awareness
Success with three objectives
• Target professionals who live in target cities along key routes
• Identify members who belong to LinkedIn groups related to business travel in Asia “We knew we needed to advertise where business people – and
especially the business travelers – are going to be. They’re on LinkedIn.”
Dennis Owen, VP Marketing Americas, Cathay Pacific Airways
Generate product awareness
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LinkedIn Onsite Display Reach a professional audience in a premium context
Target LinkedIn members with accuracy based on the professional member profile, including audience segments unique to LinkedIn.
Reach your audience in the high-quality context of the LinkedIn desktop experience
Deploy a variety of formats from IAB standard ads to highly engaging native formats
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“LinkedIn’s ability to target our campaign helped us find the quality leads we needed for the sales funnel. We’re starting conversations with the right people, which means increased conversions down the line.”
Andrew HahnSenior Manager of Online Marketing, MarketShare
Sharing content to raise awareness
Average clickthrough rates of 0.10% - double MarketShare’s expectations
Campaign acquires leads in new verticals
High-quality leads are engaged and move further down the sales funnel
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Build thought leadership
Generate leads
Generate awareness
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After exposure to Adobe’s Sponsored Updates, marketing decision makers were:
• 50% more likely to agree that “Adobe is shaping the future of digital marketing”
• 79% more likely to agree that “Adobe can help me optimize my media spend”
“With the ability to target specific audiences with relevant and contextual content, Sponsored Updates allowed us to reach the right audience on the right channel.”
Maria Poveromo, Senior Director, PR, AR, and Social Media, Adobe
Build thought leadership
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Deliver rich content in the LinkedIn feed across all devicesLinkedIn Sponsored Updates
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Address your audience directly, ask them questions
Strong Visuals: Attention grabbing images such as recognized leaders, interesting infographics
Type of content: Snack-able content, Lists,valuable industry insights
Be Concise: Keep your intro to 140 characters
Anatomy of an effective Sponsored Update
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Getting started on Sponsored Updates is as Easy as 1-2-3
Company Page
1. Create a Company Page and/ or Showcase Page
Campaign
1. Assign Company Page Admin who will post content
2. Designate your Campaign Manager(s)
Content
1. Organize your Content
2. Outline an Editorial Calendar
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23
Your company website is a great place to start leveraging content for Sponsored Updates
SpecificsWhere to look What to look for
CompanyWebsite
Company BlogRelevant ContentEngaging ImagesCadence
Company ResourcesVideosWhitepapersOther Destinations
‘About Us’ Section Promoting other Social Media Channels
PR/NewsSection Company AnnouncementsIndustry news
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With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page
Personalize
Test
Control
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Test and optimize your reach to the right audience with the right message
66%higher CTR
Sponsored Updates best practices
1. Include a visual
2. Keep it short & sweet
3. Snackable stats work wonders
4. Variety is the spice of life
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Build thought leadership
Generate leads
Generate awareness
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Generate 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 Updates, 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
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Get the attention of your highest-value audiences with personalized targeted messages on LinkedIn
LinkedIn Sponsored InMail
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Mobile design optimized for clicks:Persistent call to action button while user scrolls and easy to read formatting
Real-time delivery eliminates waste: Sponsored InMail messages are only delivered when members are on LinkedIn
Uncluttered professional context: With strict delivery frequency caps your message gets maximum mindshare
Flexibility to personalize your content: Send a personalized message that will resonate most with your target audience
Unique Product, Uncluttered Environment and Effective Results
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Generate leads• Open rate of 48% using Sponsored
InMail, with response rate 11x better than other social channels
• Cost per lead 73% lower than other social channels
• Clickthrough on Sponsored Updates 4x LinkedIn benchmarks
“With open rates as high as 48 percent, LinkedIn’s Sponsored InMail knocked the socks off our own email campaigns – and Sponsored Updates gave us the brand awareness we needed.”
Brett Chester, Vice President of Online Marketing, Replicon
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“In just one LinkedIn campaign, we nearly reached our annual membership goal.”
Michael Voss, Director of Brand Management, International Coach Federation
• 1,899 new members enrolled• Total revenue from new members:
$465,000 – campaign ROI of 1,761%• 45% open rate for Sponsored InMail,
4.6% CTR• Sponsored Updates engagement
2X LinkedIn benchmarks
Generate leads
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Consider the context of your message and the member’s experienceYour Campaign’s Impact Starts with the Preview
Limit the subject & description lines to3-8 words
Include a clear call to action or benefit in the subject
Content, context and call to action determines whether sender is company or an individual
Inbox preview should be consistent with the message and landing page
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On Average 30-40% of Opens Happen on Mobile
Keep the message short and concise to avoid overwhelming the member with content(under 1200 characters)
Include a clickable link in the message body helpsto get a higher CTR on mobile
Avoid using too much formatting and spacing.Plain text and up to 3 bullets works best
Make sure your landing page is mobile responsive and build your form to only capture information you need
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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
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What success looks like now
Our team’s approach
Buyer evolution
@LinkedInMktg
Measurement for Success:
• Quality Traffic
• Engagement
• MQLs
• Pipeline
Our success metrics
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Content is core
EVENTS
CAMPAIGNSSOCIAL +ONLINE
CONTENT
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Not more content, more relevant content
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Big Rock content fuels performance
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Extend the mileage with ‘turkey slices’
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Driving leads with content
MQL
Lead Capture
No Yes
RevenueSales
SDRSales Qualified?
BIG ROCK(Gated)
NurtureNo Yes
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LinkedIn Showcase Page as key content hub
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Customer engagement
Quality traffic
High quality leads – 30% of leads in any quarter
Sponsored Updates drive results
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Sponsored Updates + Onsite Display = more leads
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Sponsored InMail outperforms traditional email
24.61% Open Rate0.74% CTR
41.75% Open Rate8.71% CTR
Traditional Email Sponsored InMail
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Measurement for Success:
• Quality Traffic
• Engagement
• MQLs
• Pipeline
Success metrics
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Measurement for Success:
• Quality Traffic – 72% Manager+
• Engagement – 24X blog visitors YOY
• MQLs – 68% of MQLs from content
• Pipeline – 35% new biz from marketing
Success metrics
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Thank You!