Welcome to the Inbound Lunch Bunch

June 2016

June:Using LinkedIn to

Attract New Customers

Introductions

Maneesha Manges, Director of Consulting• Over 15 years of experience in digital marketing• Consulting experience in the association world

around digital strategy, field and social media marketing and change management

• Expertise in lead generation

Ways to Connect:• Twitter: @maneeshamanges• LinkedIn: www.linkedin.com/in/maneeshamanges

• Housekeeping:• We’re brown baggin’ it – informal, loose,

interactive• Tons of resources available:

• All of last year’s Inbound Lunch Sessions available on demand: http://site.highroadsolution.com/inbound-lunch-bunch-page

• Toolkits: http://pages.highroadsolution.com/toolkit-list• If I suddenly drop off the call, hang tight, I will dial

back in!

Inbound Refresher.

Basics of Inbound Marketing

Marketing Technology Stack

Smart MarTech Stack

Digital Advertising

Consider the Reach that Paid Digital Advertising Offers

Why LinkedIn vs Facebook or Twitter?• Already known as a professional network• Data is relevant for associations

• Job titles• Career paths• Education• Industry interests• Groups and content around topics• Affiliations with other professional entities

• Easier to identify your prospect pool on LinkedIn

Evaluate.

LinkedIn• Company Homepage• Group Page• Pulse• Text and Image Ads• Sponsored Updates:

• Paid content that appears in a members news feed across all devices and in app

Impact of Sponsored Updates on LI?

Reach net new customers who have no idea who you are and what you can offer them Sponsored

InMailEDUCATE

SEO (Google, for example)

Your customer acquisition funnel:

Sponsored Updates

Two Types of Sponsored Content on LI:

Sponsored Updates: Direct Sponsored Content: • Does not appear on the

company or showcase page • Can be personalized based

on your targeting • Create multiple versions to

A/B test

• Appears on the company or showcase page to your followers

• Can be amplified to your audiences in your paid program

Most Effective Content is….• Valuable – contains information which helps prospect

to learn something new• Relevant – right message for the right audience• Strong in tone & voice – aligns to your brand, invites

the prospect to learn more / take action, concise and to the point

• Getting Started – Select Your Goal

Targeting Best Practices:• Broader = Better

• Broader targets allow for gathering of statistically significant data

• Tend to have lower CPCs than more niche segments

• 300K or Higher• For scale purposes

• Layer Narrow with Broad Targets• When testing a niche target (Job Titles), include broader

segments to increase scale and gather more data

Bidding Best Practices:• Bid above the range - $1 to $2 above to be

competitive• Front-load daily budgets• Remove total budgets

• Avoid duplicating campaigns

Recap.

Use LinkedIn to Attract & Convert• LinkedIn is your pond – it has the right type of fish• Consider Paid / Sponsored Content for additional

uplift• Like a garden, needs constant nurturing• Align campaigns with your Marketing and Social

Media Calendars• Check results and look at those people sharing your

content

“Instead of using technology to automate processes, think

about using technology to enhance human interaction.”

Tony Zambito