webinar: best practices for marketing on linkedin
TRANSCRIPT
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Keith RicheyGlobal Group Manager, MarketingSeptember 10, 2014
Best Practices for Marketing on LinkedIn
Marketing best practices
Our team’s approach
Consumer evolution
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Your buyers’ behavior is forever changed
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Through the buying cycle
60%
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12:00PM
6:00AM
9:00PM
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Mobile at the Center of Consumers’ Lives
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Be accurate Be helpful Be everywhere
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And what does it mean to your brand?Three new keys to success:
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Marketing best practices
Our team’s approach
Consumer evolution
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Find your audience
Shape perception
Establish trust
Build strong communities
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Followers
Groups
Measure and optimize
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4 keys to build your brand on LinkedIn
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Find your audience
Shape perception
Establish trust
Build strong communities
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Followers
Groups
Measure and optimize
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4 keys to build your brand on LinkedIn
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Lives in Dallas
Small business owner Heavy mobile and iPad user
James GillIdentity
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500+ connections
Member of groups about
entrepreneurship
Shares content daily on LinkedIn
Network & knowledge
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James Gill
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Professionals just like him can be reached on LinkedIn through
313 Million+powerful targeting capabilities
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Target the customer you need to reach Target professionals who
live in target cities along key routes
Identify members who belong to LinkedIn groups related to business travel in Asia
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“We knew we needed to advertise where business people – and especially the business travelers – are going to be. They’re on LinkedIn.”Dennis OwenVP Marketing Americas, Cathay Pacific Airways
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Find your audience
Shape perception
Establish trust
Build strong communities
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Followers
Groups
Measure and optimize
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4 keys to build your brand on LinkedIn
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LinkedIn Self-Serve Ads
Acquire customers for your business with self-serve text ads
Generate leads with pay per click performance advertising
Manage campaigns yourself with our easy to use self-serve interface
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Standard Display Ads
Reach the right audience at the right time on the most accountable medium
Target influential professionals with precision
Drive high-quality audiences to your website
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Standard Content Ads
Distribute your content directly to LinkedIn members
Extend the reach of existing collateral
Drive engagement with a rich and varied format
Share multiple feeds in a dynamically updated ad unit
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Build brand awareness and leads with targeted campaigns
Reached 170k business decision makers
.07% CTR for branding ads Numerous qualified
meetings scheduled as a result
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“LinkedIn helps you target the CIOs and senior IT executives you need to drive new business.”
Jason KaneAccount Director, Anvil Media Inc. (agency)
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Find your audience
Shape perception
Establish trust
Build strong communities
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Followers
Groups
Measure and optimize
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4 keys to build your brand on LinkedIn
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Company Pages
Share content and opportunities to make professionals more productive and successful.
Your destination to establish your company's identity and build relationships with the world's professionals
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Sponsored Updates deliver rich contentacross all devices in the LinkedIn feed
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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”
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Brand awareness withSponsored Updates
“Sponsored Updates allowed us to reach the right audience on the right channel, ultimately helping to move the needle on a primary objective – to inform and educate marketers that Adobe is an industry leader in providing digital marketing solutions.”
- Maria Poveromo, Sr Director PR, AR and Social Media, Adobe
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Find your audience
Shape perception
Establish trust
Build strong communities
Geography
Function
Industry
Seniority
Display Ads
Content Ads
Company Updates
Sponsored Updates
Company Updates
Sponsored Updates
Followers
Groups
Measure and optimize
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4 keys to build your brand on LinkedIn
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Drive thought leadership with a Company Page and B2B Group 82,000 group members 2.7% conversion rate,
3X higher than Facebook and Twitter
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“LinkedIn brings us in contact every day with B2B professionals that understand the value of our products.”
Dan SlagenGlobal Marketing Relations, HubSpot
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Find your audience
Establish trust
Be personal
Geography
Function
Industry
Seniority
Company Updates
Sponsored Updates
Sponsored InMail
Spotlight Ad
Measure and optimize
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3 keys to generate leads on LinkedIn
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3X the click-to-conversion rate seen on other leading social channels.
Lower cost-per-lead without lowering lead quality.
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Sponsored Updates todrive high-quality leads
“Including Sponsored Updates in our marketing mix has lowered overall cost per lead, while maintaining the quality of our leads. At the same time, we’re getting additional brand awareness as a benefit of organic sharing – and the targeting capabilities are unmatched by any other social channel.”
- Gonzalo Mannucci, Demand Generation Leader, Bislr
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Sponsored InMail
Send a personalized message directly to a member’s inbox
Ensure standout; just one message is sent every 60 days
Prompt user to take action with customizable response button
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Impact the right decision makers with Sponsored InMail 29% open rate 23% CTR Qualified meetings with
people who met specific criteria
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“We can target exactly the people we want to reach while achieving the scale to fulfill our campaign.”
J.P. WaltiDirector of Demand Generation, Hearsay Social
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Maximize reach across LinkedIn
InMail Reach in the inbox on desktop
and mobile
Display Reach across desktop pages
Sponsored Updates Reach across all devices via
the LinkedIn feed
by combining Display, Sponsored Updates, and InMail
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26% of new leads come from Display Ads; 6% of leads come from updates.
Generated higher quality leads than from any other channel
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Awareness and leadswith display, inMail and Sponsored Updates
“LinkedIn is a social network where we can specifically target people who are in a position to be making important business decisions.”
- Betsy Schneider, VP of Marketing Services, BI Worldwide
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Marketing best practices
Our team’s approach
Consumer evolution
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Our blog is core to our content marketing strategy
EVENTS
SPONSORED UPDATES
SOCIAL +ONLINE
BLOG
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Blog: Focus on relevance, variety, frequency
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Big Rock content fuels performance
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LinkedIn Showcase Page as key content hub
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Customer engagement Channel traffic High quality leads
Sponsored Updates drive results
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Targeted InMails complement the feed with even more personal communication
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Be accurate Be helpful Be everywhere
Keys to Success
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