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Irina SkripnikProduct Marketing Manager, LinkedIn
Amanda HalleSenior Marketing Manager, LinkedIn
Sponsored InMail Live Demo“Cracking the Code on LinkedIn Sponsored InMail”
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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
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Agenda for Today’s Webinar
Why marketing on LinkedIn? Sponsored InMail intro and product demo Best practices for driving leads with Sponsored InMail Q&A
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Connect the world’s professionals
to make them more productive and successful
LinkedIn’s mission
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Be the most effective platform for marketers to engage
with professionals
LinkedIn Marketing Solutions’ mission
Be the most effective platform for marketers to engage
with professionals
* 2015 member number as of June, 2014
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
32M
364M+
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Drive more effective marketing
More business decision makers than comparable business
sites
2.8XHigher buying power index vs. comparable business and social
sites
28%
Deliver valuable content in the most personal way possible on LinkedIn – right to our members’ Inboxes
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Sponsored InMail
Introduction to Sponsored InMail
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Sponsored InMail: Targeted and personalized message delivered to the most engaged professional audience
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Sponsored InMail: Targeted and personalized message delivered to the most engaged professional audience
Raisebrandawareness
DriveQualityLeads
BuildCustomerRelationships
Real-time delivery: Sponsored InMail messages are delivered only when members are on LinkedIn
Design optimized for mobile:“Sticky” call to action button remain on top of content while user scrolls
Simplified desktop designPurpose-built to improve performance with clear calls to action, top banner position, prominent top sender position
The Next Generation Sponsored InMail
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Deliver valuable content to the most personal of LinkedIn channels – our members’ Inbox
Reach only active members
100% deliverability
Engage your audience on desktop and mobile
Personalize your content
Use Cases for Sponsored InMail
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Leverage your marketing content to reach your most engagedtarget audience on LinkedIn
Expand your reach and market penetration
100%Deliverabilitywithreal-timedelivery
Professionalmindset&unclutteredinboxwithstrictfrequencycaps
Mobile-optimizedmessageexpandsyourreachtomobile-onlyusers
Flexibilitytopersonalizeyourmessagetocomefromanindividualoracompany
Sponsored InMail Product DemoLet’s start with the member experience
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Reach your target audience where they engage most
Now let’s focus on your experience
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Your Account Team
100%LinkedIn Ad Operations Managed
Campaigns
Company Industry
Size
Degree
Field of Study
Schools
Geo
Groups
Standardizedjob titles
SeniorityFunction
Skills
Your Target Audience
Age
Who would you like to reach?
Available Targeting Facets
Company Name, Industry, Size
Job Title, Function, Seniority
Member Skills
Schools, Degree, Field of Study
Groups
Gender & Age
Sponsored InMail Components (See Submission Form)
Message
• Customized salutation
• Body text (up to 500 characters)
• Up to (1) body link
• (1) URL for Banner/Button
• 300x250 Image Banner (jpeg/gif)
• Formatting of the CTA cannot be changed.
• Custom legal text (when applicable)
Inbox• From: Logo/Photo
• From: Company/Person
• Subject & description
Best Practice Tips
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1 Use targeting on LinkedIn to deliver the right message to the right person at the right time
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Your audience should be at the center of your content
Don’t overtarget seniority if your message is not intended for C-Suite audience
Avoid hypertargeting, it may work against your campaign performnace if the message is too general
Tailor the message to ensure relevance with your target audience
Personalize your message for your audience so the recipients can relate to the contnet
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Use Case:Content Distribution
Goal: Lead Gen
Performance benchmarks:Open Rate 51% | CTR: 16%
Why this worked:
1. Content is relevant to the target audience
2. Well written message that’s easy to read
3. CTA with clear value for the member
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Use Case:Content Distribution
Goal: Lead Gen
Performance benchmarks:Open Rate 32% | CTR: 10%
Why this worked:
1. Content is relevant to the target audience
2. Clear, tangible member benefit
3. Engaging sneak-peek graphic banner
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2 Create a compelling inbox preview to drive opens
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Consider the context of your message and the member’s experience
Your Campaign’s Impact Starts with the Preview
Sender
Company vs. individual member
Subject Line
Short, impactful subject lines lead to
higher opens.
Description
The description adds more detail to
your subject line.
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Tips for boosting open rates
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
Inviting subject line and personal message drives high quality registrants foran exec event
UseCase:EventInvitationGoal:RegistrantsPerformance:OpenRate51%|CTR:21%
Whythisworked:
1.Personalinvitationthatfeelsgenuineandmentionsthesenderinthefirstperson
2.Attentiongrabbingsubjectlinewithasupportingdescription
3.Consistentmessagewithclearmemberbenefit
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“Well over 97% of our members are on LinkedIn and use it to network, so it made sense that we could seek potential new members on LinkedIn”
UseCase:MembershipGrowth/CommunityGoal:BrandAwarenessPerformance:OpenRate45%|CTR:5%
Whythisworks:
1.Clearmemberbenefit:“helpingYOU”advancingyourcareer2.Descriptionprovidesadditionalcontext3.Messagecomingfromacompanysetsclearexpectations
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3Develop personalized content that will resonate with your audience
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Create Member Value and Drive Leads
You need to GIVE value to GET value. Focus the message on the member benefit not the company/product.
Create a sense of urgency. Use the last sentence to segway into your call to action.
Tailor the message to ensure relevance, the member needs to understand why they are receving this message and why its relevant
Include a clear call to action and align it to the context of your message.
Keep it short, under 1,200 characters. Read your message out loud and see if it feels too long. Does it hold up interest?
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AdoptthesebestpracticestocraftcompellingLinkedInSponsoredInMailcampaigns.
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4 Optimize your content for mobile engagement
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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 link in the message body helpsto get a higher CTR on mobile
Avoid using too much formatting and 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
UseCase:NetworkinginvitationGoal:LeadGenPerformance:OpenRate45%|CTR:5%
Whythisworks:• Clearcalltoactionbodylink• Limitedformattingforeasyreading• Shortbutclearandactionablesubject
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5 Create a simple landing page with a clear path to conversion
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Once the member clicks on your message, delight them with an experience on your website that will convert
Keep the message on your landing page consistent with your Sponsored InMail.
Design the landing page with clear focus on where the the user should take action
Create a seamless experience, have more on your page than just a lead form.
Consolidate form fields to only theones required
Use unique tracking codes in the URL to measure lead generation results
Top 3 LinkedIn Marketing Solutions Campaigns
Amanda Halle,Senior Marketing Manager at LinkedIn
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Highly targeted Sponsored InMail drivesthe strongest results
• Held Webinar with Dell – “Dell’s Secret to Successful Sponsored Updates”• Email registrations was low – 361 registrations were generated using email• Needed to boost registrations for event – we usually see
700-1000 registrants• Promoted to Marketers in the Technology vertical
• Targeting criteria: • Title: Marketing Manager +• Vertical: Technology• Company Size: 200 employees +
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Sponsored InMail Performance
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Sponsored InMail Drove 47% of Registrations to the Webinar
Sponsored InMail is great tool for A/B Testing
• Campaign:• Webinar “Harnessing the Power of the Full Funnel” in April 2015• Promoted via email, Sponsored updates, blog and social media• Sponsored InMail was scheduled as an additional promotion
for the webinar
• Sponsored InMail Campaign• A/B Test the sender of the email• Hypothesis: Sends from a person will drive more registrations
then from a company
Results: Sending from a Companydrives more registrations
47.85% Open Rate3.86% CTR
39.29% Open Rate7.63% CTR
Sponsored InMail is a great way to expand thereach of your campaigns
• Campaign:• FinanceConnect Live Event – May 7, 2015• Promoting the streaming version to prospects/customers unable to
attend the live event• Email was the primary channel for promotion
• Challenge: List fatigue, the segment had been targeted via email too many times that month
• Solution: Sponsored InMail to new prospects not in our email database
InMail is a great way to expand the reach of your campaigns – drove 25% additional registrations to the event
24.61% Open Rate0.74% CTR
41.75% Open Rate8.71% CTR
Key TakeawaysBest Practices for Success with Sponsored InMail
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• 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 will resonate with your audience• Optimize your content for mobile engagement• Create a simple landing page with a clear path to conversion
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Q&A
Irina SkripnikProduct Marketing Manager, LinkedIn
Amanda HalleSenior Marketing Manager, LinkedIn
Wanttolearnmore?Visitmarketing.linkedin.com
1 Check your target audience against your message. Does it resonate?
2 Read the message out loud. Is the message to long?
3 Keep body copy under 500 characters.
4 Only include (1) body hyperlink. Too many links dilutes effectiveness.
5 Is it clear to the member what action should be taken and why?
Sponsored InMail Best Practice Tips10 tips to improve performance
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6 Do not hyperlink the signature unless you want to drive traffic to your profile
7 Do not INCLUDE ALL CAPS or symbols this make the message feel like spam
8 Do not hyper target campaigns, you’ll miss out on valuable audiences
9 Do not try to “trick” the member, it’s bad experience
10 Don’t use mailto: not all members have mail service set up on their device