Webinar: Best practices for marketing on LinkedIn

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#LinkedInMktg

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Keith RicheyGlobal Group Manager, MarketingSeptember 10, 2014

Best Practices for Marketing on LinkedIn

#LinkedInMktgIm Keith

Nice to be with you today, thanks for joining

Im going to share best practices for marketing on LinkedIn.

Ill take questions at the end, but feel free to tweet questions to # as we go

Lets get started

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Marketing best practicesOur teams approachConsumer evolution

#LinkedInMktg

I have three areas Id like to discuss with you today.

First, Ill share some on the consumer evolution, and challenges that presents

Best practices

My team has adapted to answer the call of this evolution.3

Your buyers behavior is forever changed

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We now live as digital consumers.

This has huge implications for marketers. How do you build your brand in an always-on world? How can you stay top of mind with your target when theyre inundated with a wealth of information?

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Through the buying cycle

60%

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#LinkedInMktgAnd this always on world is why customers are already 60% through the buying cycle before we decide to contact a vendor.

In other words, you can't expect people to love and trust your brand overnight: if you want to even be considered when theyre at the 60%, your brand needs to be wherever your clients are during those early stages, constantly reminding them of why you matter.5

12:00PM6:00AM9:00PM

7:008:009:0010:0011:001:002:003:004:005:006:007:008:009:00PMMobile at the Center of Consumers Lives

#LinkedInMktgWe see the primacy of mobile in our own data as well. 45% of our member visits are mobile

How do you stay relevant and build your brand in the feed? Its all about consuming content, it has to be mobile optimized and snackable.6

Be accurateBe helpfulBe everywhere

7And what does it mean to your brand?Three new keys to success:

#LinkedInMktgIn more practical terms, what does the new era of empowered, mobile consumers mean to your brand? 3 immediate implications: You must know your customer well: who are they, where can you find them? And be confident that youre reaching the right people. Earn their trust by helping them reach their goals. Finally, you need to be everywhere they are. Every touchpoint, every channel, because of how theyre always on.7

Marketing best practicesOur teams approachConsumer evolution

#LinkedInMktg

#LinkedInMktgIll talk first about best practices for brand building, and then transition to talking about best practices for lead gen8

Find your audienceShape perceptionEstablish trustBuild strong communitiesGeographyFunctionIndustrySeniorityDisplay AdsContent AdsCompany UpdatesSponsored UpdatesCompany UpdatesSponsored UpdatesFollowersGroupsMeasure and optimize

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4 keys to build your brand on LinkedIn9

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#LinkedInMktgBRANDING SLIDEHere are 5 simple stepsand products we recommend to help you get started:Find your audience. Use LinkedIns powerful targeting capabilities to find exactly the right people. Next, make sure these people understand what your brand is all about. Use visually impacting products like Video Ads, Content Ads and Company/Sponsored Updates to attract attention to your message and shape perception of your brand. Then, establish trust with that audience from the very beginning by delivering relevant content that helps them become more productive and successful. Reach the followers you already have with Company Updates and expand your reach with Sponsored Updates. LinkedIn can always help you find the topics that resonate better with your audience. Go one step further and create communities around your brand. Engage your Company Page followers and/or create a Group around a topic that youd like your brand to be associated with. Finally, extend the experience beyond LinkedIn.com use our custom APIs to develop highly engaging branded apps and experiences for your audience wherever they are, leveraging all the powerful LI profile data.

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Find your audienceShape perceptionEstablish trustBuild strong communitiesGeographyFunctionIndustrySeniorityDisplay AdsContent AdsCompany UpdatesSponsored UpdatesCompany UpdatesSponsored UpdatesFollowersGroupsMeasure and optimize

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4 keys to build your brand on LinkedIn10

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Lives in DallasSmall business ownerHeavy mobile and iPad userJames GillIdentity

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#LinkedInMktg

#LinkedInMktgEverything starts with your audience. Let's look at James Gill, for example. He is exactly the type of professional that your company is looking for:

This is his identity as a professional. LinkedIn is where he showcases this identity, holds it up proudly for the world to see.11

500+ connectionsMember of groups about entrepreneurshipShares content daily on LinkedIn

Network & knowledge12James Gill

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#LinkedInMktgWe also know hes well connected. He is active in groups, and actively shares LinkedIn content.

These are his network and knowledge, or who he knows and what he knows.

With those 3 dimensions - IDENTITY, NETWORK AND KNOWLEDGE, or who he is, who he knows and what he knows - we can paint a much better picture of Luke and his needs, emotions and motivations. These are the 3 things LinkedIn provides things that help our members be more productive and successful, and they in turn create the opportunity for the marketer. 12

Professionals just like him can be reached on LinkedIn through313Million+powerful targeting capabilities

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#LinkedInMktg

#LinkedInMktgSo lets say you want to reach James, and build a relationship with him.

The great thing about LinkedIn is that you can reach not just him, but millions of professionals just like him on our platform. We have sophisticated targeting capabilities that allow you to get the impact you need, but with no dispersion: you put your money and effort where your audience is. Also, our targeting is based on 1st party data you cant find anywhere else.

So whether its for SMB, institutional, or retail, your audience is on LI. 13

Target the customer you need to reachTarget professionals who live in target cities along key routesIdentify members who belong to LinkedIn groups related to business travel in Asia14

We knew we needed to advertise where business people and especially the business travelers are going to be. Theyre on LinkedIn.Dennis OwenVP Marketing Americas, Cathay Pacific Airways

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#LinkedInMktgThis is my favorite targeting case on Linkedin

Cathay Pacific wanted to Increase brand awareness among target market segment people who fly business class between the U.S. and Asia

Solution Identify members who are a certain seniority, live near a departure city, and belong to LinkedIn groups related to business travel in Asia, such as Global Workers, China Networking Group, Hong Kong Connection Target these members with Display Ads

Results Very high engagement rate on the Ads14

Find your audienceShape perceptionEstablish trustBuild strong communitiesGeographyFunctionIndustrySeniorityDisplay AdsContent AdsCompany UpdatesSponsored UpdatesCompany UpdatesSponsored UpdatesFollowersGroupsMeasure and optimize

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4 keys to build your brand on LinkedIn15

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16LinkedIn Self-Serve Ads

Acquire customers for your business with self-serve text adsGenerate leads with pay per click performance advertisingManage campaigns yourself with our easy to use self-serve interface

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17Standard Display Ads

Reach the right audience at the right time on the most accountable mediumTarget influential professionals with precisionDrive high-quality audiences to your website

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18Standard Content Ads

Distribute your content directly to LinkedIn membersExtend the reach of existing collateralDrive engagement with a rich and varied format

Share multiple feeds in a dynamically updated ad unit

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Build brand awareness and leads with targeted campaignsReached 170k business decision makers .07% CTR for branding adsNumerous qualified meetings scheduled as a result19LinkedIn helps you target the CIOs and senior IT executives you need to drive new business.Jason KaneAccount Director, Anvil Media Inc. (agency)

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#LinkedInMktgTekSystems is an IT staffing company

Challenge Increase brand awareness among IT professionals in order: Generate demand among IT decision makers

Solution Combine branding and direct response in a LinkedIn campaign targeting IT decision makers and featuring both standard display and self-service ads

ResultsBunch of impressions against highly qualified audienceStrong performanceLeads generated19

Find your audienceShape perceptionEstablish trustBuild strong communitiesGeographyFunctionIndustrySeniorityDisplay AdsContent AdsCompany UpdatesSponsored UpdatesCompany UpdatesSponsored UpdatesFollowersGroupsMeasure and optimize

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4 keys to build your brand on LinkedIn20

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21Company PagesShare content and opportunities to make professionals more productive and successful.

Your destination to establish your company's identity and build relationships with