Supercharge your marketing efforts on LinkedIn

Transcription

1 INNOVATIONS Supercharge your marketing efforts on LinkedIn Lana Khavinson Senior Product Marketing Manager, LinkedIn Will Hambly Product Marketing Manager, LinkedIn

2 Please rate this session!

3 Why LinkedIn?

4 175M+ members worldwide are on LinkedIn. SOURCE: COMSCORE

5 +2 new members join LinkedIn every second. SOURCE: COMSCORE

6 Who are our members?

7 LinkedIn members are business minded professionals Quality Audience Professional Context Marketing Impact Educated Influential 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

8 What are LinkedIn members looking for?

9 81% of LinkedIn members prefer to have separate social networks for their personal and professional lives. SOURCE: LINKEDIN AUDIENCE 360 SURVEY, US, AUGUST 2011

10 Note: Based on LinkedIn Survey conducted Q Members follow companies for news & information Most follow for incentives, rewards or discounts. Follow for news insights & information.

11 Company Pages

12 Company Pages: A complete engagement ecosystem Acquire Followers Post Updates to Followers Analyze & Optimize Drive Engagement

13 LinkedIn: A proven model for success 1 Establish Company Presence 2 Attract Followers 3 Engage Followers 4 Amplify through Network 5 Analyze and Refine

14 Establish company presence

15 Components of a Company Page #LICast

16 The Overview section is where you showcase your business and share engaging content 3 1 2

17 To post content, build a designated admin list 3 Figure out which coworkers can best contribute to page Establish content plan and calendar Centralize your efforts

18 The Products & Services section is where you showcase your offerings

19 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.

20 Attract Followers

21 Leverage existing communities Invite family, friends, coworkers, employees to follow Reach out through , phone, business cards, events etc.. Add a Follow button to your site, blog or other digital marketing

22 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

23 Engage Followers

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

25 Deepen engagement with Targeted Status Updates

26 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

27 Vary the types of content posted to keep things fresh & engaging Unique Linked Sourced 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

28 Amplify through the network

29 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

30 Analyze and refine

31 Ensure you re on the right track with Follower Analytics

32 Monitor engagement by tracking per post activity

33 See who s visiting your page with Page Analytics

34 LinkedIn Ads

35 Targeting is key to everything we do CIO, CTO, SMBs, Sales, Marketers, Influencers, and Decision makers Function, Seniority, Location, Industry, Company Size Education Group affiliations

36 LinkedIn Groups: Where the conversation (and clicks) happens 1.2 Million + professionally oriented groups

37 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

38 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

39 Ads Appear On all prominent pages on LinkedIn Profile Pages Home Page Inbox Search Results Pages Groups Pages LinkedIn Today Example: LinkedIn Profile Page Not a part of any ad networks Display, Custom Formats, and Textlinks Performance & Premium Guaranteed Inventory

40 Groups: Demo Targeting + Context = Success

41 4 Keys to Success Clear, Measurable Goals Segment Audiences Speak Directly to Target Audiences Optimize and Refine

42 Select Your Target Audience Geography Industry Based on: Professional profile Self-reported Info Companies by name Company size Job Function Job Title Seniority LinkedIn Groups Gender Targeting: Where they are Vertical What they do Demographic Info Age

43 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 Job Function and Seniority Focus on specific functions and levels or experience and decision making authority Target by LinkedIn Groups Choose from thousands of interestbased and profession-based groups.

44 LinkedIn Ad Creative 50x50 Pixel Image (2MB max) Headline (25 char) Company Page (From: line) 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

45 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

46 Ad Creative Examples

47 Budget & Bidding ü Pay per click (CPC) ü 2 nd 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.

48 Tracking Results Campaign Management and Repor9ng Interface 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

49 Follow us at: linkedin.com/company/linkedin

50 thank you.

51 HOW D I DO? Please rate this session!