supercharge your marketing efforts on linkedin - inbound · quality audience professional context...

Supercharge your marketing efforts on LinkedIn

INNOVATIONS

Lana Khavinson Senior Product Marketing Manager, LinkedIn Will Hambly Product Marketing Manager, LinkedIn

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Why LinkedIn?

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175M+ members worldwide are on LinkedIn.

SOURCE: COMSCORE


+2 new members join LinkedIn every second.

SOURCE: COMSCORE

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Who are our members?

Quality Audience Professional Context Marketing Impact

•  3 of 4 members use LinkedIn for business news, researching companies

•  277% more effective at Lead Generation than Facebook or Twitter (Hubspot research)

LinkedIn Audience 360 Survey, US, August 2011 LinkedIn member surveys, Jan. and Feb. 2012

•  Educated

•  Influential

LinkedIn members are business minded professionals

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What are LinkedIn members looking for?


81% of LinkedIn members prefer to have separate

social networks for their personal and

professional lives. SOURCE: LINKEDIN AUDIENCE 360 SURVEY, US, AUGUST 2011

Members follow companies for news & information

Most follow for incentives, rewards or discounts.

Follow for news insights & information.

Note: Based on LinkedIn Survey conducted Q1 2012

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Company Pages

Company Pages: A complete engagement ecosystem

Acquire Followers

Drive Engagement

Analyze & Optimize

Post Updates to Followers


Establish Company Presence

1

Attract Followers

2

Engage Followers

3

Amplify through Network

4

Analyze and Refine

5

LinkedIn: A proven model for success


Establish company presence

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Components of a Company Page

#LICast


The Overview section is where you showcase your business and share engaging content

1

2

3


To post content, build a designated admin list

•  Figure out which coworkers can best contribute to page

•  Establish content plan and calendar

•  Centralize your efforts

3


The Products & Services section is where you showcase your offerings


Companies with P&S tab have 2x more followers*

•  Create targeted versions of P&S based on member geo, job, industry, seniority, company size

•  Not just for products – showcase anything of value to members

•  Tell a story through video

•  Upload 3 banners and link to your site, white papers, newsletter signups, etc.

* On avg.


Attract Followers


•  Invite family, friends, coworkers, employees to follow

•  Reach out through email, phone, business cards, events etc..

•  Add a “Follow” button to your site, blog or other digital marketing

Leverage existing communities


Groups: fish where the fish are

•  Find groups that deal with topics your target members care about

•  Post helpful content, questions •  Don’t hog the mic – support

member-driven discussions and become a Top Influencer


Engage Followers


Status Updates are key to engaging with followers, customers & prospects


Deepen engagement with Targeted Status Updates


Best practices of posting status updates

•  Keep it brief, a short sentence or two will do just fine!

•  Post at least once per weekday to reach majority of unique audience

•  Morning updates receive highest

engagement, slight boost in eve

•  Link to great content, inspire followers to click through


•  Blog posts

•  Company videos

•  Interviews w/ execs

•  Events, Webinars •  White papers

•  Industry news

•  Expert third-party research

•  News coverage of

your company

•  Guest posts from partners

•  LinkedIn Polls

•  Cross-post from groups

•  Case studies, testimonials

Unique Linked Sourced

Vary the types of content posted to keep things fresh & engaging


Amplify through the

network


Take your content viral

1.  Encourage followers to like, comment, share

2.  Ask employees to share your content 3.  Post a message, image & link 4.  Post videos

5.  Ask questions that will elicit a response


Analyze and refine


Ensure you’re on the right track with Follower Analytics


Monitor engagement by tracking per post activity


See who’s visiting your page with Page Analytics

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LinkedIn Ads

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CIO, CTO, SMBs, Sales, Marketers, Influencers, and Decision makers

Targeting is key to everything we do

Function, Seniority, Location, Industry, Company Size

Group affiliations Education

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LinkedIn Groups: Where the conversation (and clicks) happens

1.2 Million + professionally

oriented groups

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Advertising on LinkedIn: DR, Social, and Premium

•  Text ads with small images •  Auction-based pricing •  Self-service online interface •  Pay per click (CPC) •  Performance based DR campaigns

•  Display ads (IAB-compliant) •  Customized execution & creative •  Guaranteed inventory & delivery •  Pay per impression (CPM) •  $25K minimum campaign budget

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LinkedIn’s Unique Value Proposition lies in Targeting Criteria

Product LinkedIn Ads Google AdWords Facebook Ads

Audience LinkedIn Members Google search users Facebook users

Ad Creative Image & Text Text Image & Text

Targeting Options

§  Job Function §  Seniority §  Industry §  Company Size §  Geography §  Skills

•  Search Keyword •  Geography •  Demographics •  Time of Day •  Websites

•  Likes and Interests •  Geography •  Demographics •  Education •  Workplace

Bidding CPC, CPM CPC, CPM CPC, CPM

User Mindset Professional Networking Deep in Purchase Funnel Social

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Ads Appear On all prominent pages on LinkedIn

Example: LinkedIn Profile Page

•  Profile Pages

•  Home Page

•  Inbox

•  Search Results Pages

•  Groups Pages

•  LinkedIn Today

• Not a part of any ad networks

•  Display, Custom Formats, and

Textlinks

•  Performance & Premium Guaranteed

Inventory

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Groups: Demo Targeting + Context = Success

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4 Keys to Success

1234

Clear, Measurable Goals

Segment Audiences

Optimize and Refine

Speak Directly to Target Audiences

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Select Your Target Audience

42

Geography Industry

Companies by name Company size

Job Title

Job Function

Seniority

LinkedIn Groups

Age

Gender

Based on:

•  Professional profile

•  Self-reported Info

Targeting:

•  Where they are

•  Vertical

•  What they do

•  Demographic Info

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Powerful Targeting Options Target by Company Name Show your ads to members of named companies and organization

Target by Job Title Narrow your audience to people of certain job titles.

Target by LinkedIn Groups Choose from thousands of interest-based and profession-based groups.

Target by Job Function and Seniority Focus on specific functions and levels or experience and decision making authority

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LinkedIn Ad Creative

44

50x50 Pixel Image (2MB max) Headline (25 char)

Description (75 char) - Depending on placement, some ads will appear without the image on one single or two lines - Get reports on clicks to your ad as well as clicks to your LinkedIn member or Company page

Company Page (From: line)

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Strong, Relevant Ad Copy – leverage earned media •  Ad copy works differently on LinkedIn Ads

•  Calling out to the targeted group pushes higher CTR

•  Relevancy to target audience

•  Strong descriptive images that reflect your goal are best, but testing is key

•  3-4 ads per campaign

•  Much like other platforms, we reward high CTRs

§  Effective §  Headline draws attention of the target customer §  Description identifies the product §  Ends with a strong offer

§  Less Effective §  Headline too generic §  Image not relevant to the products offered §  CTA is vague

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Ad Creative Examples

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Budget & Bidding ü  Pay per click (CPC)

ü  2nd price auction

ü  Bid recommendations based on targeting

ü  Set a daily budget

ü  Run continuously or until a specific date

ü  Stop and edit your ads and campaigns at any time

Example Target Audience Number of Members Example Bid

Corporate Executives at Large Enterprises 711,974 $2.81 per click

Owners of Small and Medium Size Businesses

497,129 $2.71 per click

All LinkedIn Members in the U.S. 68 million $2.62 per click

With the right targeting and

creative, many advertisers outperform

generic search CPAs.

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Tracking Results

§  View reports showing your clicks, impressions, and costs

§  Compare click-thru-rates of your ad variations

§  3rd Party URL Tracking Only

§  Tie Tracking to Campaigns or Ads Creative if Possible

Campaign Management and Repor9ng Interface

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Follow us at: linkedin.com/company/linkedin


thank you.


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supercharge your marketing efforts on linkedin - inbound · quality audience professional context...

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