Five Steps for Supercharging Your Economic Development Marketing in 2019
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The document outlines five key steps for enhancing economic development through LinkedIn, targeting various audiences and utilizing the platform's tools effectively. It emphasizes the importance of creating engaging content, strategic audience targeting, and planning ad campaigns to maximize outreach and success. Key features of LinkedIn's ecosystem, along with practical tips for content sourcing and targeting, are also discussed to help economic development organizations improve their online presence.
Five Steps for Supercharging Your Economic Development Marketing in 2019
- 1. Five Steps for Supercharging your Economic Development
- 2. Andrew Philips US Economic Development Lead LinkedIn Marketing Solutions Your Presenters Tori Simms Account Executive, Government and Advocacy LinkedIn Marketing Solutions
- 4. LinkedIn is the most-utilized social network by EDO executives, site selection consultants and business executives.
- 5. Who’s Using LinkedIn? 7+ National or Provincial Governments | 30+ US States | 150+ Local and Regional EDOs
- 6. • How to set up your Pages for success • Utilize free LinkedIn tools • Creating great EDO content in 5 minutes • Keys to great audience targeting on LinkedIn • Plan and launch your campaign Agenda
- 7. #1: Own Your LinkedIn Presence
- 8. How to leverage the LinkedIn ecosystem SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES PAGES SLIDESHARE AFFILIATE PAGES LONG-FORM POSTS ORGANIC PAID
- 9. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID LINKEDIN PAGE
- 10. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID CTA: LINKEDIN PAGE
- 11. 12
- 12. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID Organic: COMPANY PAGE
- 13. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID Organic: COMPANY PAGE
- 15. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID Organic: EMPLOYEE PROFILES Want more? [email protected]
- 16. #2: Place LinkedIn’s Insight Tag
- 17. Industry Demographics 1/18-3/18, State-Level EDO
- 18. Job Title Demographics 6/18-12/18, Regional EDO
- 19. https://business.linkedin.com/marketing-solutions/website-demographics
- 20. #3: Simple, Effective Content
- 21. 7 WONDERS OF THE LINKEDIN CONTENT WORLD SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES COMPANY PAGE SLIDESHARE SHOWCASE PAGE EMPLOYEE / INFLUENCER POSTS ORGANIC PAID Content: Organic & Paid SPONSORED UPDATES/DIRECT SPONSORED CONTENT
- 22. But I don’t have content! • 3rd-Party Sources • Your Own Website • Your broader team’s presence 23
- 23. 24 Easy Content Tip #1: Steal Someone’s Work! 3rd-Party Rankings & Endorsements
- 24. Why 3rd party sources? • Easy content creation (copy/paste). • The power of trust & social proof combined with LinkedIn. • They will force you to stop sounding like everyone else! 25
- 25. Easy Content Tip #2: Your Website! 26 With the second lowest cost of doing business nationally, thousands of businesses are choosing #RHSC
- 26. Easy Content Tip #3: Your Team! 27
- 27. Possible Content Sources • LinkedIn posts: not just long-form content • Blogs and newsletters • Essays, Op-Eds, Speeches, Videos from state/local leaders, business executives. 28
- 28. A note about video… If you have a phone, you have content! 29
- 29. #4: Targeting on LinkedIn
- 30. PROFILE DATA SCHOOL GRADUATION GROUPS A MEMBER’S PROFILE LOCATION DEGREE JOB TITLE FIELD OF STUDY COMPANY SKILLS NAME AGE GROUPS IP ADDRESS FUNCTION, SENIORITY SIZE, INDUSTRY SKILLS University of Cambridge Class of 2011 = 29 years old CMA, LEWIS, Social Tools London, UK Bachelor of Arts Sr. Marketing Manager = Marketing Function + Sr. IC Seniority Communications Simply Measured, 51-200, Industry SEO, Social Media, Digital Marketing, Blogging
- 31. LinkedIn ad targeting options Reach qualified prospects with targeting based on the professional profile Company name Job title Member skills* Field of study Based on skills, endorsements and keywords in profile Company industry Job Seniority* Member groups Degrees derived from Job title Company size Job function* Member age* Member Schools derived from Job titlederived from Company Page derived from Company Page Derived by using the earliest degree Location Years of experience* Member gender* derived from start year and month of current roles derived from Member name 32
- 32. LinkedIn ad targeting options Pro Tip: Start with Location, Industry, Seniority, Company Size and Job Function, NOT Job Title Company name Job title Member skills* Field of study Based on skills, endorsements and keywords in profile Company industry Job Seniority* Member groups Degrees derived from Job title Company size Job function* Member age* Member Schools derived from Job titlederived from Company Page derived from Company Page Derived by using the earliest degree Location Years of experience* Member gender* derived from start year and month of current roles derived from Member name 33
- 33. Seniority = “VP, Director, Partner, CXO, Owner” Job Title: “Vice President, Director, Partner, Chief Executive Officer, Owner” 20M Members 13M Members The Problem with Job Title Targeting
- 34. Example: US Tech & Internet Execs
- 36. 37 Targeting Suggestions • Retargeting Website Visitors • Site Selectors & Real Estate Pros who advise in relocation decisions (Skills) • School Targeting for professionals who graduated from area universities.
- 37. • Arts and Entertainment • Business and Management • Careers and Employment • Finance and Economy 38 Introducing….Interest Targeting • Marketing and Advertising • Science and Environment • Society and Culture • Technology
- 38. 39 Interest can be explicit such as content consumption, liking, commenting, or sharing ...or topics and pages a member follows
- 39. #5: Plan and Launch
- 40. Bids, Budget, Flighting Recommendation: $200+ per day
- 41. Bids, Budget, Flighting • Automated Bidding: Set and forget, less control over bid limits. • Max CPC/CPM: Important to be on the high end early on to improve Relevancy Score.
- 42. 1. Frequency – we have a built in FC of 4 unique posts per 48 hours. Take advantage of this by including at least 3-4 variations of content in your creative rotation (don’t over-think what a “variation” means) 2. Audience Targeting – experiment with several targeting tactics to see if there are clear leaders (three to four, if possible). This will create scale and improve campaign performance. 3. Creative – Try to keep text to 150 characters or less to avoid truncation across most devices (this includes the click through URL). And 70 characters or less for Title (Link Sharing). Tips for Distributing Great Sponsored Content vs
- 43. Questions?
- 44. One last thing…
- 45. ©2015 LinkedIn Corporation. All Rights Reserved.
- 47. Appendix: Materials New Pages Experience: https://business.linkedin.com/marketing- solutions/blog/linkedin-news/2018/introducing-the-new-linkedin-pages LinkedIn Marketing Solutions: All ads, formats, specs, etc: https://business.linkedin.com/marketing-solutions Webinar with Tennessee: https://business.linkedin.com/marketing- solutions/webinars/17/08/linkedin-for-economic-development-organizations-live- webinar