linkedin masterclass january 2016
TRANSCRIPT
UsingLinkedInAdver/singaspartofyourdigitalstrategytosuperchargesalesandleads
JOANNE CASEY | GLOWMETRICS
January 2016
Agenda
• LinkedIn Overview
• Organic LinkedIn • Paid LinkedIn
• AnalyFcs • AlternaFve Channels
WHO WE ARE
StartedinMarch2013,tofocusonprovidingaservicewhichhelpsbusinessesunderstandtheircustomersbeDerthrough
beDerdigitaldataanalysis.
Highlights Theteam
JoanneCaseyManagingDirector
MichaelWilsonDigitalDataAnalyst
CatrionaHenryDigitalMarke7ngAssistant
Clients
LINKEDIN OVERVIEW
LINKEDIN• PrimarilyaplaJormfor
professionals-connec/ngbusinesseswithpoten/alpartnersandemployees,andahubforbusiness-networking.
• Itistypicallymuchmoreformal
thanothersocialnetworks,andisgenerallyusedforB2BthanB2C.
• Companiescansetuppageswhichcanbefollowedbyinterestedpar/es.
• PersonalprofilesonLinkedInarelikeonlineCVs–greatfornetworking,lookingforanewjoborfindingpoten/alnewbusinessorpartnerships.
WhyuseLinkedIn?Professionalnetworkingandpromo/on.
• Accesstotarge/ngop/onsthatyoucan’tgetonotherplaJorms,suchasjob/tle,areasofexper/se,pastemployers,etc.
LINKEDIN STATS
hNp://ipsosmrbi.com/#trackers
LINKEDIN STATS Only 15% of those who have a LinkedIn account will use it on a daily basis:
hNp://ipsosmrbi.com/#trackers
ORGANIC LINKEDIN
OpFmising Organic LinkedIn Createaheaderthatis
aesthicallypleasing,wellbrandedandexplainswhatyoudo.
AddkeywordrichcontentandkeywordsforSEOpurposes.
Alwaysaddinalinktoyourwebsite.
OpFmising Organic LinkedIn Likeandshareyourowncompanyposts:
OpFmising Organic LinkedIn Becomeathoughtleader:
OpFmising Organic LinkedIn• Includeaclearcall-to-ac/onalong
withalink(whichdrivestwicetheengagement).
• Alwaysincludeaimageorsomeformofrichmedia(98%higherchanceofcommentrate).
• LinkstoYouTubeVideoswillplaydirectlyintheLinkedInfeedandare75%highersharerate.
• Makecontentsnackable&shareable.• Personalcontentandeduca/ve
contenttendstoworkbest.• Sponsorcontentthatworkstofinda
newaudience.• Best/metopostare7-8amand
5-6pmandbestdaysareweekdays.
Createengagingposts:
OpFmising Organic LinkedIn
hDp://blog.hubspot.com/marke/ng/best-/mes-post-pin-tweet-social-media-infographic
Createengagingposts:
LinkedInisforprofessionals-andtheytendtouseitduringworkinghours.Best/mestopost:7:30-8:30am,12:00pm&5-6pmOnTuesdays,Wednesdays&Thursdays10-11amonTuesdays
OpFmising Organic LinkedIn Our best performing updates (in the last year)
#1
#2 #3
#4
OpFmising Organic LinkedIn Our best performing updates (in the last year)
OpFmising Organic LinkedIn Messagepeopleyoudon’tknow-forfree!
OpFmising Organic LinkedIn Messagepeopleyoudon’tknow-forfree!
OpFmising Organic LinkedIn Exportcontacts
OpFmising Organic LinkedIn Savesearchesonyourcompanybrandnameasanonlinelisteningexercise:
OpFmising Organic LinkedIn Createashowcasepage:
OpFmising Organic LinkedIn CreateashowcasepagefromtheEDITbuDon:
AnexamplesofMicrosogShowcasePage(Office)
PAID ADVERTISING ON LINKEDIN
Paid AdverFsing on LinkedIn
• Text Ads • Display ads
• Sponsored InMail • Sponsored Updates
LinkedIn AdverFsing • LinkedIn lets you target specific demographics like a parFcular
industry, locaFon and seniority and age. Therefore, it’s perfect for any companies or people focusing on B2B.
• You can choose to pay LinkedIn either by: • CPM (cost per 1,000 impressions)
• CPC (cost per click)
...the laNer is more expensive, but beNer if you’re more focused
on generaFng leads. - You can create a text ad or sponsor an update.
Text ads • CanlinktowebsiteorLinkedInpage• Requiretextandimage• Canbuildintheinterface
Text ads
Display Ads • Requires help from the LinkedIn team to set live
Sponsored InMail
• TheSponsoredInMailsaresentaspeoplearesignedon,meaningtheywillbedeliveredinreal-/me.
• WithLinkedinInMail,you’rerequiredtohaveacommiDedbudgetbeforeyoubegin,ratherthanhavingtheabilitytorunasmalltestbudgetbeforescalingthecampaign.
• Youhavetorequestanemailtogetstats,andtheyprovideanoverviewontotalemailssent,openrate/numberofopens,andclickthroughrate/numberofclicks.
Sponsored Updates • NaFve ad space • Big ad space • Call to acFon to follow • Link to website • Can measure social acFons
too • Don’t have to be posted live
(direct sponsored content)
Sponsored Updates- TargeFng opFons
Sponsored Updates- TargeFng opFons HRtarge/ngexamples: OHStarge/ngexamples:
Sponsored Updates- TargeFng opFons
Sample Research & Development job titles:
SampleResearch&Developmentmembergroupstotarget: SME/CTO Job Titles *Can be mixed with group targeting*
COMPANIES BY INDUSTRY *Can be mixed with job title targeting*
HEALTHCOMPANIES
ICTCOMPANIES
MANUFACTURINGCOMPANIES
NGOCOMPANIES
SOC-ENTCOMPANIES
Sponsored Updates- TargeFng opFons
LinkedIn AdverFsing • Client 1 (Courses):
– Google Search: 1.23% CTR | €0.52 CPC – Google Display Network: 0.06% CTR | €1.45 CPC
– TwiNer: 0.42% CTR | €0.42 CPC
– LinkedIn: 0.32% CTR | €2.45 CPC
• Client 2 (Tech Company): – Google Search: 1.35% CTR | €1.20 CPC
– Google Display Network: 0.18% CTR | €0.49 CPC
– LinkedIn: 0.65% CTR | €2.39 CPC
• Client 3 (Event): – Google Search: 2.60% CTR | €1.16 CPC
– LinkedIn: 0.93% CTR | €2.84 CPC
• MEDIUM CLICK-THROUGH-RATE
• HIGH CPC
ANALYTICS
LinkedIn Page AnalyFcs
LinkedIn Page AnalyFcs
Don’t believe the hype
“Your display campaign on LinkedIn delivered 100,000 impressions and 10,000 clicks”
- Agency
“That Display campaign that you spend €16,000 on drove €100 in revenue L ”
- Web AnalyFcs
Use the URL Tool Builder to track ALL online campaign traffic, including LinkedIn:
Campaign Traffic
Why? • To see how effecFve your campaign was at
generaFng sales and leads. • Without tagging campaigns your LinkedIn
traffic will be tracked as referral traffic or direct traffic in Google AnalyFcs.
• If you tag campaigns you’ll see the difference in campaign traffic and organic referrals traffic from LinkedIn.
Consumerjourneyisbecomingmorecomplex
First Interac,on
Assist Interac,ons
Last Interac,on
Overall Path Length: 4
Time Lag (Time to Convert)
Top Paths
MulF-Channel Paths
MulF-Channel Paths
RemarkeFng
Display
Social Media
PPC
Direct
Organic Search
Assist
Convert
MulF-Channel Funnels
ALTERNATIVE CHANNEL IDEAS
AlternaFve channel ideas Ads targeted by event hashtags and followers of event accounts. Tags and accounts specifically relate only to those events that a business is appearing at:
�#SMR10��
#siliconmilkroundabout
TwiNer ads targeted at relevant issue-related hashtags e.g. ads appear to anyone using the hashtag #WorldAdopFonDay or #AnFBullyingWeek:
AlternaFve channel ideas
Targeted: - On-the-fly tv reports e.g. from RTE News, PrimeFme, Claire Byrne Live etc:
- Issues in story lines from Fair City - Special documentaries that report on the welfare of children e.g. School Swap- The Class Divide
AlternaFve channel ideas
AlternaFve channel ideas Gmail ads are a new way to target an audience on Google:
Ads would appear on Gmail, above the emails within the users email account and look similar to those on the right. You can keyword target ads so if someone’s email content contains the keyword ‘camping’ or ‘glamping’ or ‘yurt’ they could potenFally see a camping provider ad:
SampleplacementonGmail:
AlternaFve channel ideas
CreateTwiDeradstotargetpeoplewhousethefollowingfood-relatedhashtagsandaretwee/ngaboutTVshowse.g.
