Live Webinar: Using LinkedIn for Brand Marketing
Transcript of Live Webinar: Using LinkedIn for Brand Marketing
Using LinkedIn for Brand Marketing
CandaceKimAssociateProductMarketingManagerLinkedIn
MohamadBozoMarketingStrategyAnalystStarTexSoftware
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#LinkedInBrandMktg
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HowtoEngagewithUs
Let’s talk about
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• What’sthebuyer’sjourneyreallylike?• RethinkingbrandmarketingwithLinkedIn• Successstory:StarTexSoftware• Q&A
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Today’s buyer’s journeyThe only thing predictable about it is its unpredictability
10Pieces
ofcontent
areconsume
d
before
apurchasing
decision
ismade1
4+functio
nalgroups
withinacom
panyare
involvedint
he
averagepurc
hase
decision2
1 Source: Zero Moment of Truth Study, Google2 Source: Rethink the B2B Buyers Journey research report, LinkedIn, Global, 2016
It’s a challenging world
We can do better.
Missed opportunities
3. 95%ofwebsitevisitorsdon’tfilloutaform
2. 61%ofB2Bmarketersaren’tusingmobilemarketing
1. ForB2Bdecision-makers,onlinecommunitiesareoneofthemostpopularsourcesofcontentinthepurchasedecision
4. 80%aren’topeningemails
5. Halfofbusinessdecisionsaremadeoutsideoftheoffice
1.eMarketer2..SiriusDecisions3.eMarketer4.MarketingProfs5.B2BMarketing
For the first time in the history of media you can engage with the world’s professionals in one place
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
The world’s professionals come to LinkedIn for knowledge
Industry News Expert Advice Professional Learning
Peer Insights Peer Recommendations 500+ Influencers
How can we rethinkbrand marketing?
To shape the outcome of the purchase decision, get their attention where they’re spending time in a professional context
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.
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NumberofonlinesearchesaB2Bbuyerperformsbeforegoingtoabrand’swebsite.
-Source: Google
Your prospects are searching for answers — will you be there to help them at the right moment?
Content helps you build relationships with prospects early in their buyer’s journey
90%
Amount of purchase process that buyers complete before making contact with vendor.
-Source: Forrester
74%
Of B2B buyers choose a vendor that’s first to help them with useful content.
-Source: Inside Sales
Target the right audiences and deliver helpful content to create trust & build brand consideration
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
Get to the Right Professional Audiences
Danielle
Seattle, WA USA
Boston University
COMPANY
NAME
INDUSTRYSIZE
SCHOOL
LOCATION
JOB TITLE
SENIORITY
FIELD OF STUDY
DEGREE
GRADUATION AGE
SKILLS
GROUPS
IP
Communication
Bachelor of Science
2011, 25-34
Simply Measured, 51-200, Internet
Senior Marketing Manager, Marketing, Senior IC
CMA, LEWIS, Social Tools
SEO, Social Media, Digital Marketing, Blogging
YEARS OF
EXPERIENCEFUNCTION
Why Content marketing on LinkedIn?
Accurate profile-based targeting
Professional mindset that makes members receptive to
brand content
Premiumaudience of influencers and business decision-makers
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 wherever they spend their time.
Sponsored Content Engage your prospects with relevant content in the world’s
only professional feed
Targetyourmostvaluableaudiences
Publishyourcontentinapremiumcontext
Growyourbusinessateverystage
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
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Your company website is a great place to look for content to sponsor
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
“Snackable” content that appeals to busy prospects hungry for quick insights
Link images to your site to drive high-quality traffic from clicks on your content
Be Concise: Keep your intro text to 70-150 characters … Shorter text correlates with higher engagement
Alwaysincludeimagesinyourupdates:ImagesleadtohigherengagementVisualisthenewheadline
Images should be 1200x627 pixels, and any text in the image should stay in a 1000x586 area
CaptivateyouraudiencewithacompellingheadlinethatstandsoutfromthecrowdThinklikeajournalist
Humor works...even on LinkedIn!
Think like a journalist: ● Ask a compelling
question● Cite a surprising stat● Make a bold argument● Tie in with current events
or pop culture● Quote a well-known
leader or executive
Richmediaupdates:MoreengagingthanlinksharesUploaded rich
mediaLink share with preview image
Uploaded images often get up to
38% higher CTR vs. link shares with
a preview image
Turn your content into strategy with a content calendar
How much content is enough? It depends on your goals. Top-performing companies post at least once per day, while others
post several times per day. They are often using Direct Sponsored Content to manage the volume.
X
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Week of March 3
Week of March 10
Week of March 17
Monday,March3,14Tuesday,March4,14
Wednesday,March5,14Thursday,March6,14Friday,March7,14
Monday,March10,14Tuesday,March11,14
Wednesday,March12,14Thursday,March13,14Friday,March14,14
Monday,March17,14Tuesday,March18,14
Wednesday,March19,14Thursday,March20,14
Content Calendar Example
Intro Copy Content Title
URL Content Calendar is a planning document that gives you and your team at LinkedIn a plan of attack for a successful Sponsored Update campaign: Creates a publishing schedule that helps you maintain a consistent presence
Visualizes your marketing strategy
Acts as a communication point for all parties
Be where your prospects are
Seeks relevant information, guidance, inspiration
Feel connected
Reach prospects wherever they spend time
LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to
the people that matter most to your business
StarTexSoftwareOverview
StarTexSoftwareisthecompanybehindEHSInsight,theworld'smostflexible,powerful,easy-to-useenvironmental,healthandsafety(EHS)
software.
Challenges
1. Reachingtargetaudience
2. Creatingdialogueanduserengagement
3. Lackofdatainsight
4. Increasingdigitalbrandpresence
Solution: Sponsored Content
Solution: Sponsored Content
Solution: Sponsored Content
Solution: Sponsored Content
Results
• Efficientlyreachedandengagedsenior-levelEHSmembers
• Overonemillioninqualityimpressionsresultingin119% growth inbrandawareness
• 50% moremarketingqualifiedleadsthanotherpaidadchannels
• Createdqualitydialogueanduserengagement,thankstoLinkedIn’scampaigndata
• BlogSponsoredContentgenerated264,399 in impressions andanaverage1.49% click through rate
5 takeaways for Sponsored Content success
1. Createbrief,yetcompellingadcopy
2. Promoteyouradstotherightaudiences
3. Listentoyourcampaigndata
4. A/Btestyouradcopyanddesign
5. Structureyourcampaigns
Q&A
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