Live Webinar: Get More Out of LinkedIn Marketing with Tips From Our Team

Editor's Notes

• #2: I’m Keith Nice to be with you today, thanks for joining I’m going to share what’s new with LinkedIn that’s going to help you succeed with marketing I’ll take questions at the end Let’s get started
• #4: A little about us… a lot about you We’ll use examples from customers as well as our own campaigns
• #5: As a marketer, you know it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s empowered consumers have multiple tools in hand to find information about products, compare prices, get social recommendations and so on. And content is playing a huge role in the decision journey, making it easier for people to go through 90% of the journey. --------------- But brands do have an ‘in’ here. On average, people are consuming 10 of those pieces of content before making a purchase. So once you view the journey from the perspective of sharing content, it actually simplifies: you’re trying to reach the right people, and then nurture them, largely with content, until you acquire them
• #6: Our blog is the centerpiece Blog gets leveraged in these channels, and we use it to feed a lot of the content in our sponsored updates
• #8: Our Average Attention Span Is Now 8 Seconds – 1 Second Less Than A Goldfish According to the National Center for Biotechnology Information, at the U.S. National Library of Medicine, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013. This is one second less than the attention span of a goldfish. That’s right, goldfish have an attention span of 9 seconds – 1 second more than you and I.
• #9: We aim to develop on ‘big rock’ per quarter, that will drive a lot of lead gen and can be carved up into smaller, snackable pieces to extend the shelf life. This was the dream of Jason Miller our content marketer who we hired last year, and it drove 40% of all leads in Q1, Q2 and Q3.
• #10: I mentioned turkey slices on the previous slide, here’s how we carved up the Sophisticated Guide
• #12: There are 3 keys to success with content marketing on LinkedIn: have an effective messaging strategy, get it in front of the right people, and understand the business problem you are trying to solve so you can put the right metrics into place. We’ve talked about effective messaging. Let’s talk targeting because that has been LinkedIn’s sweet spot since day one. Whether choosing to distribute content through sponsored updates, sponsored InMail, or good old banner campaigns, here’s a great place to start to understand LinkedIn’s targeting. It’s the self-serve ads platform available at LinkedIn.com/ads and you don’t have to put down a credit card to explore the targeting tool.
• #15: How we drive content
• #16: Stay on radar early in the purchase cycle If context is king, professional context of LI Onsite Display Put your brand in front of 340M professionals in the premium, high quality context of LinkedIn IAB-standard ads, and ad formats unique to LinkedIn like including Company Ads, Spotlight Ads What we use it for Brand Awareness Share of voice How we measure CTR CVR
• #19: If you care about context + frequency, getting in front of the right audiences Reach prospects with accuracy & scale On LinkedIn, across LInkedIn’s network of 2500+ business publisher sites -- by targeting them through the Ad Exchanges but always in a brand safe environment. Access to reporting What we use it for Reach new audiences Brand Awareness How we measure it CTR New Visitors Cost Per New Visitor
• #21: Down the funnel Great for sharing content, in the feed, where people are most engaged Across desktop, tablet and smartphone. Upper funnel and lower funnel objectives
• #22: Showcase pages are extensions of the Company Page designed for spotlighting a brand, business unit, or initiative
• #30: Lower half of the funnel where direct response goals reign supreme, Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level. Sponsored InMail is the most direct way to engage your prospects on LinkedIn. Dynamic delivery Optimized for mobile 60 day exclusive 40% Open rate
• #31: Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level. Sponsored InMail is the most direct way to engage your prospects on LinkedIn. Our customers use Sponsored InMail to drive tangible DR metrics – leads, CPL, pipeline. And, they do that by getting the attention of the audiences they care about on by delivering targeted, personalized messages right into their LInkedIn inbox.  It’s an establish product we’ve made even better including launching mobile in 2012
• #37: Facilitator Notes: Targeting with InMail: Educate customers on value of our audience Targeting best practices Ideal target audience size
• #38: LinkedIn Lead Accelerator helps you get to the ultimate goal -- lead conversions, pipeline contribution, customer acquisition an entirely new way to nurture your prospects. In fact, the very simple way to think about Lead Accelerator is that it is a marketing automation for digital media. Use Lead Accelerator to deliver more high-quality leads by engaging prospects anywhere online with relevant ads and content. Reach the 95% who don’t fill in a form The 80% who don’t open email
• #39: Here are the 5 steps to deploying Lead Accelerator.