Post on 07-Jan-2017
New Ways to Exceed Your Marketing Goals with LinkedIn
Keith Richey Director, Global Marketing
How to Engage with Us
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Follow us: Twitter: @LinkedInMktg LinkedIn: www.linkedin.com/company/linkedin-marketing-solutions
What success looks like now
Our team’s approach
Digital evolution
Customer success stories
For the first time in the history of media you can engage with the world’s professionals in one place
The most effective platform for marketers to engage professionals
Achieve your goals from awareness to engagement to new business
Our digital lives converge on very few big destinations
61Msenior-levelinfluencers
40Mdecision makers
10Mopinion leaders
6MC-level execs
22MMass Affluent
4MIT decision makers
433Mprofessionals are on LinkedIn
The largest global community of professionals
9 billion content impressions / week
15X content vs job postings in the feed
57% mobile
Professionals engage with purpose – and with content
10Pieces of content are consumed before a purchasing decision is
made
Always-on content is vital to influencing decisions
Source: Zero Moment of Truth Study, Google
Engaging the right professionals gets results
94%of B2B Marketers
use LinkedIn
to distribute
content 1 #1LinkedIn rated the top
social network for
lead generation 2
1 B2B Content Marketing, 2016 Benchmarks, Content Marketing Institute/MarketingProfs;2 The State of B2B Digital Marketing, Fall 2015, Demandwave
trust LinkedIn to grow their businesses
What success looks like now
Our team’s approach
Digital evolution
Customer success stories
Market to Who Matters:
Achieve Your Marketing Goals
Create awareness early in the purchase process
Engage audiences with content
Generate quality leads and drive new business
Market to Who Matters:
Get to the Right Professional Audiences
Rich demographic dataJob Function, Seniority, Company Name,
Geo, Industry
Interest-based targetingGroup Membership, Skills, Field of Study
Persona targetingJob Searchers, Opinion Leaders, Mass Affluent,
Business Travelers
Your own audience dataTarget Account Lists
Organic: Build your brand and content
On your Company Page
Showcase Pages
Through long-form posts
Market to Who Matters:
Engage Them with Content
Paid: Reach a targeted, and broader audience
In the LinkedIn Feed
In the LinkedIn Inbox
Early in the purchase process
Through other native ad formats
Market to Who Matters:
Measure the Impact, and Optimize
Are you reaching your target audiences?
Are the right people engaging?
Are you prompting the right actions?
Get clear visibility into the impact of your programs throughout the purchase process
What success looks like now
Our team’s approach
Digital evolution
Customer success stories
Customer success with key objectives
Create awareness early in the purchase process
Engage audiences with content
Generate quality leads and drive new business
• More than 2x increase of Brand Consideration among target audience age 45-64 exposed to the ads
• 12 point increase in aided Brand Awareness
• CTR for Display Ads as high as 1.76%
• 2x Company Page Follower growth
“In spreading the news about our rebranding, LinkedIn was a very important piece of a complicated puzzle.”
Ann Glover, Chief Marketing Officer, Voya Financial
Raising brand awareness
Build your brand with the right audiences in a premium context
LinkedIn Display Ads
Get on the radar early to build your brand and increase awareness
Target LinkedIn members with accuracy to drive brand objectives
Engage your audience in a high-quality professional context
Deploy IAB standard display ad unit formats
Customer success with key objectives
Create awareness early in the purchase process
Engage audiences with content
Generate quality leads and drive new business
• 0.54% engagement rate• 22% additional earned media• Top performing post: 3x
benchmark at .84% CTR“It was amazing to see that even our high-traffic press releases and product updates around the site were not driving as much traffic as LinkedIn Sponsored Updates to reach teachers.”
Ari Schorr, Product Marketing Manager, Microsoft OneNote
Launching a new product
Engage your prospects with relevant content in the world’s only professional feed
Sponsored Content
Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences
Sponsored Content Engage your prospects with relevant content in the world’s
only professional feed
Target your most valuable audiences
Publish your content in a premium
context
Grow your business at every stage
Reach the people that matter most using
accurate, profile-based, first-party data
Sponsor content in the brand-friendly environment of the
LinkedIn feed to an audience of influencers and business
decision-makers
Drive quality leads, generate engagement, and raise brand awareness with
a powerful advertising platform
• 320%+ increase in LinkedIn engagement
• 290% increase in referral traffic to company blog
• 17% increase in Company Page followers
“With LinkedIn Sponsored Content, we can amplify the reach of our content and bring a new audience to our website and blog to continue conversations – all while educating companies on how we help improve the customer experience.”
Kim Martin, Director of Corporate Marketing, Aspect
Sharing thought leadership
“We’re not just promoting Capgemini content but getting behind content that each of our audiences will be interested in. The LinkedIn partnership has enabled us to deliver pieces that are social, complementary, relevant, and fun.”
Rena Patel, Brand and Advertising Campaign Manager, Capgemini Group
• Sponsored Content generate engagement rate of 3.27%
• Content has generated over 1.8 million shares, with 69% coming through LinkedIn
• Company Page adds 3,000 - 4,000 followers per week
Sharing thought leadership
1. Include a visual
2. Keep it short & sweet
3. Snackable stats work wonders
4. Variety is the spice of life
Sponsored Content best practices
Success with key objectives
Create awareness early in the purchase process
Engage audiences with content
Generate quality leads and drive new business
• LinkedIn is Percolate’s top generator of leads from downloaded content
• Percolate’s average click-through rate is more than 91% above LinkedIn benchmarks
• More than 3x increase in Company Page followers
Generating leads
“LinkedIn is one of our most valuable channels for qualified leads. We can access the broadest possible community of professionals, and target them with precision – something we can’t do on other social platforms.”
Chris Bolman, Director of Growth, Percolate
Generating 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 Content, 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
LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to
the people that matter most to your business
Unique product, uncluttered environment, and effective results
Mobile-optimized design for easy
clicks
Persistent call-to-action button remains
on top of content while user scrolls
Real-time delivery ensures timely
reach
Sponsored InMail messages are only
delivered when members are on
Uncluttered professional
context
Strict delivery frequency caps
ensure your message gets maximum
mindshare
Flexibility to tailor your content
Send a personalized message that will
resonate most with your target audience
“One of the extraordinary things about this InMail campaign is that we have two students starting in August who had never heard of this program when they received our InMail in March. In the history of my marketing experience at this school, I’ve never seen us convert that quickly.”
Elizabeth Hogan, Associate Dean, Global Marketing Fuqua School of Business, Duke University
• 68% open rate • 400% increase in conversions
compared to 2013 campaign • Sales pipeline closure speed
increased 300%
Lead generation
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
Personalize your creative to resonate with buyers
LinkedIn Dynamic Ads
Drive engagement with premium audiences using dynamically generated ads, powered by profile data,
customizable to meet your campaign objectives.
“Our LinkedIn campaign succeeded because we’re connecting with a professional audience that’s in a business mindset. And since Spotlight Ads are customized and personalized, they’re even more likely to gain attention, raise brand awareness, and drive conversions.”
Andrew Spoeth, Head of Social Media Marketing, CA Technologies
• 11.3% conversion rate• 68% lower cost per lead than
other social channels during this campaign
Lead generation
Driving event registration
• Sellout event attracts 700+ attendees
• 42% open rate for InMail, 9% CTR
• Spotlight Ad CTR was 83% higher than North American LinkedIn benchmarks for display ads
• Executive-level audience gives high ratings to summit
“LinkedIn didn’t just help us fill seats – we attracted quality attendees from our targeted industries.”
Margaret Shepard, Executive Director, Communications & StrategyU.S. Chamber of Commerce
What success looks like now
Our team’s approach
Digital evolution
Customer success stories
Our Marketing Goals
Quality traffic to our properties
MQLs for sales
Bookings from new customers
Content is core
EVENTS
CAMPAIGNSSOCIAL +ONLINE
CONTENT
Not more content, more relevant content
Big Rock content fuels performance
Extend the mileage with ‘turkey slices’
LinkedIn Showcase Page as key content hub
Customer engagement
Quality traffic
High quality leads – 30% of leads in any quarter
Sponsored Content drives results
Sponsored Content + Display = more leads
Sponsored InMail outperforms traditional email
24.61% Open Rate0.74% CTR
41.75% Open Rate8.71% CTR
Traditional Email Sponsored InMail
Reaching our goals
Quality traffic to our properties – 72% Manager+
MQLs for sales – 73% of MQLs from content
Bookings from new customers – 30% of new biz sourced by marketing