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Five Steps for Supercharging Your Economic Development Marketing in 2019

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The LinkedIn platform presents an enormous opportunity for economic development marketers. Learn a simple, five-step process on how to get started with LinkedIn in 2019.

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Five Steps for Supercharging Your Economic Development Marketing in 2019

  1. 1. Five Steps for Supercharging your Economic Development
  2. 2. Andrew Philips US Economic Development Lead LinkedIn Marketing Solutions Your Presenters Tori Simms Account Executive, Government and Advocacy LinkedIn Marketing Solutions
  3. 3. LinkedIn is the most-utilized social network by EDO executives, site selection consultants and business executives.
  4. 4. Who’s Using LinkedIn? 7+ National or Provincial Governments | 30+ US States | 150+ Local and Regional EDOs
  5. 5. • 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
  6. 6. #1: Own Your LinkedIn Presence
  7. 7. How to leverage the LinkedIn ecosystem SPONSORED UPDATES/DIRECT SPONSORED CONTENT SPONSORED INMAIL EMPLOYEE PROFILES PAGES SLIDESHARE AFFILIATE PAGES LONG-FORM POSTS ORGANIC PAID
  8. 8. 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
  9. 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 CTA: LINKEDIN PAGE
  10. 10. 12
  11. 11. 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
  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. 13. 15 Best-in-Class LinkedIn Pages
  14. 14. 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? aphill@linkedin.com
  15. 15. #2: Place LinkedIn’s Insight Tag
  16. 16. Industry Demographics 1/18-3/18, State-Level EDO
  17. 17. Job Title Demographics 6/18-12/18, Regional EDO
  18. 18. https://business.linkedin.com/marketing-solutions/website-demographics
  19. 19. #3: Simple, Effective Content
  20. 20. 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
  21. 21. But I don’t have content! • 3rd-Party Sources • Your Own Website • Your broader team’s presence 23
  22. 22. 24 Easy Content Tip #1: Steal Someone’s Work! 3rd-Party Rankings & Endorsements
  23. 23. 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
  24. 24. Easy Content Tip #2: Your Website! 26 With the second lowest cost of doing business nationally, thousands of businesses are choosing #RHSC
  25. 25. Easy Content Tip #3: Your Team! 27
  26. 26. 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
  27. 27. A note about video… If you have a phone, you have content! 29
  28. 28. #4: Targeting on LinkedIn
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. Example: US Tech & Internet Execs
  34. 34. 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.
  35. 35. • 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
  36. 36. 39 Interest can be explicit such as content consumption, liking, commenting, or sharing ...or topics and pages a member follows
  37. 37. #5: Plan and Launch
  38. 38. Bids, Budget, Flighting Recommendation: $200+ per day
  39. 39. 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.
  40. 40. 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
  41. 41. Questions?
  42. 42. One last thing…
  43. 43. ©2015 LinkedIn Corporation. All Rights Reserved.
  44. 44. Appendix: Targeting Screenshot
  45. 45. 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

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