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Rethink Marketing and Succeed in 2016 with LinkedIn

What challenges lie ahead of us in 2016 and how we need to rethink our marketing strategies using LinkedIn in 2016.

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Rethink Marketing and Succeed in 2016 with LinkedIn

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  1. Succeed in 2016 with LinkedIn • Keith Richey • Director, Global Marketing • January 6, 2016

  2. How to Engage with Us • Got a question? Submit it in the Webex Q&A box • Recorded? Of course! • Feedback? Survey will be available at the end of the Webinar • Follow us: • Twitter: @LinkedInMktg • LinkedIn www.linkedin.com/company/linkedin-marketing-solutions

  3. Buyer evolution What success looks like now Our team’s approach

  4. It’s a challenging world 90% Before customersreach out directly Source: Forrester, “Accelerating Revenue in a Changed Economy” 10 Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google

  5. Relevant content is the answer.

  6. The challenge remains • Reach the right people and convert high quality prospects 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.

  7. Imagine if the funnel worked like it should Reach only the right people Deliver highly relevant content in the right channel Acquire new customers

  8. The only full-funnel professional platform Full-funnel analytics & reporting Display Sponsored Updates Sponsored InMail products that impact every stage of your funnel and get results

  9. Professional Publishing Platform Thought Leaders 500+ Influencers Brands 7MM+ Company Pages Company Updates 18MM+ Slideshares Elevate News 2MM+ Publishers LinkedIn Pulse Peers 1MM+ posts/wk in Groups 130k/wk Member Posts Education 270k+ Lynda videos

  10. 32M 400M+ 200K+ Professionals join daily

  11. Skills Powered by rich first-party data Education Gender Industry Company Size Groups Occupation Geo Standardizedjob titles Function Seniority Connections

  12. Who would you like to reach?

  13. Buyer evolution What success looks like now Our team’s approach

  14. Success with three objectives Generate awareness Build thought leadership Generate leads

  15. 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

  16. 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

  17. “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 Hahn Senior 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

  18. Generate awareness Build thought leadership Generate leads

  19. 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

  20. LinkedIn Sponsored Updates • Deliver rich content in the LinkedIn feed across all devices

  21. Anatomy of an effective Sponsored Update Address your audience directly, ask them questions Be Concise: Keep your intro to 140 characters Strong Visuals: Attention grabbing images such as recognized leaders, interesting infographics Type of content: Snack-able content, Lists,valuable industry insights

  22. Getting started on Sponsored Updates is as Easy as 1-2-3 Campaign Company Page Content Assign Company Page Admin who will post content Designate your Campaign Manager(s) Create a Company Page and/ or Showcase Page Organize your Content Outline an Editorial Calendar

  23. Your company website is a great place to start leveraging content for Sponsored Updates Where to look What to look for Specifics Relevant ContentEngaging ImagesCadence Company Blog VideosWhitepapersOther Destinations Company Resources CompanyWebsite Promoting other Social Media Channels ‘About Us’ Section Company AnnouncementsIndustry news PR/NewsSection

  24. With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control

  25. Test and optimize your reach to the right audience with the right message 66%higher CTR

  26. Sponsored Updates best practices • Include a visual • Keep it short & sweet • Snackable stats work wonders • Variety is the spice of life

  27. Generate awareness Build thought leadership Generate leads

  28. 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

  29. LinkedIn Sponsored InMail • Get the attention of your highest-value audiences with personalized targeted messages on LinkedIn

  30. Unique Product, Uncluttered Environment and Effective Results • 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

  31. Generate leads Open rate of 48%using Sponsored InMail, with response rate 11xbetter than other social channels Cost per lead 73% lower than other social channels Clickthrough on Sponsored Updates 4xLinkedIn benchmarks “With open rates as high as 48 percent, LinkedIn’s Sponsored InMailknocked 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

  32. “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

  33. Your Campaign’s Impact Starts with the Preview • Consider the context of your message and the member’s experience 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

  34. 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 linkin the message body helpsto get a higher CTR on mobile Avoid using too much formattingand 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

  35. Sponsored InMail best practices • Use targeting on LinkedIn to deliver the right message to the right person at the right time • Create a compelling inbox preview to drive opens • Develop personalized content that helps, vs strictly sells • Optimize your content for mobile engagement • Create a simple landing page with clear conversion path

  36. Buyer evolution What success looks like now Our team’s approach

  37. Our success metrics Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline

  38. Content is core EVENTS CONTENT SOCIAL + ONLINE CAMPAIGNS

  39. Not more content, more relevant content

  40. Big Rock content fuels performance

  41. Extend the mileage with ‘turkey slices’

  42. Driving leads with content BIG ROCK (Gated) Lead Capture No Yes Nurture MQL SDR Sales Qualified? No Yes Sales Revenue

  43. LinkedIn Showcase Page as key content hub

  44. Sponsored Updates drive results • Customer engagement • Quality traffic • High quality leads – 30% of leads in any quarter

  45. Sponsored Updates + Onsite Display = more leads

  46. Sponsored InMail outperforms traditional email Traditional Email Sponsored InMail 24.61% Open Rate 0.74% CTR 41.75% Open Rate 8.71% CTR

  47. Success metrics Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline

  48. Success metrics Measurement for Success: • Quality Traffic – 72%Manager+ • Engagement – 24X blog visitors YOY • MQLs – 68% of MQLs from content • Pipeline – 35% new biz from marketing

  49. Thank You!

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