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LinkedIn Lead Accelerator:
Optimization Best Practices
​ Rachel Rickles
​ Marketing Automation Consultant Manager
​ Link...
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•  Got a question? Submit it in the
Q&A box.
•  Follow us for more: @LinkedInMktg
How to Engage with Us
Let’s Talk About
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•  Understanding Lead Accelerator Metrics
•  Optimization Basics
•  Nurture Contact Usage and Audience ...
Metrics
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Understanding Lead Accelerator Metrics:
Nurture Stream Performance
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Understanding Lead Accelerator Metrics:
Nurture Usage
Basics of Optimization
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Optimization Basics:
Stream Implementation
•  Have you launched all streams that were identified during the Launchpad sess...
Optimization Basics:
Channel Usage
Facebook News Feed:
LinkedIn Sponsored Content:
Display:
Optimization Basics:
Performance by Creative
Optimization Basics:
Content & Wave Optimization
Optimization Basics:
Stream Optimization
Nurture Usage & Audience
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Nurture Usage & Audience:
Nurture Contact Usage
Nurture Usage & Audience:
Nurture Contact Usage
Below Contracted Contact Limit:
•  Broaden Nurture Audiences
•  Lengthen W...
Nurture Usage & Audience:
Audience Filtering
Target:
Nurture Stream Audience – Product
Pages, Home Page, Blog, etc.
Filter...
What Else?
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What Else:
Creative Best Practices
1 Call To Action
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If Leveraging Animation,
Use CTA in Every Frame
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Ensure Your Logo i...
What Else:
Landing Page Best Practices
1.  Visually match your ad
2.  Have a clear, compelling title
3.  Include a descrip...
A Few Final Thoughts
Start simple! It’s very easy to get complex with this product quickly, so
start simple and then optim...
Help Center Links:
•  Optimization Overview
•  http://help.lms.linkedin.com/hc/en-us/articles/205548358-Lead-Accelerator-O...
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.
Live Customer Webinar: LinkedIn Lead Accelerator Optimization
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Live Customer Webinar: LinkedIn Lead Accelerator Optimization

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Rachel Rickles, marketing automation consultant manager, walks you through key best practices for Lead Accelerator.

Veröffentlicht in: Marketing

Live Customer Webinar: LinkedIn Lead Accelerator Optimization

  1. 1. 2 LinkedIn Lead Accelerator: Optimization Best Practices ​ Rachel Rickles ​ Marketing Automation Consultant Manager ​ LinkedIn
  2. 2. 3 •  Got a question? Submit it in the Q&A box. •  Follow us for more: @LinkedInMktg How to Engage with Us
  3. 3. Let’s Talk About 4 •  Understanding Lead Accelerator Metrics •  Optimization Basics •  Nurture Contact Usage and Audience Filtering •  What Else to Look Out For? •  Q&A
  4. 4. Metrics 5
  5. 5. 6 Understanding Lead Accelerator Metrics: Nurture Stream Performance
  6. 6. 7 Understanding Lead Accelerator Metrics: Nurture Usage
  7. 7. Basics of Optimization 8
  8. 8. Optimization Basics: Stream Implementation •  Have you launched all streams that were identified during the Launchpad session? •  How long have your streams been running?
  9. 9. Optimization Basics: Channel Usage Facebook News Feed: LinkedIn Sponsored Content: Display:
  10. 10. Optimization Basics: Performance by Creative
  11. 11. Optimization Basics: Content & Wave Optimization
  12. 12. Optimization Basics: Stream Optimization
  13. 13. Nurture Usage & Audience 14
  14. 14. Nurture Usage & Audience: Nurture Contact Usage
  15. 15. Nurture Usage & Audience: Nurture Contact Usage Below Contracted Contact Limit: •  Broaden Nurture Audiences •  Lengthen Wave/Stream Duration •  Leverage Marketing Automation Integration, if Possible Above Contracted Contact Limit: •  Pause Under-Performing Streams •  Narrow Audience Segments •  Decrease Duration of Nurture Streams
  16. 16. Nurture Usage & Audience: Audience Filtering Target: Nurture Stream Audience – Product Pages, Home Page, Blog, etc. Filtering: Business Demographic and Geographic Overlays – Job Function, Seniority, Company Size, Industry, Country
  17. 17. What Else? 18
  18. 18. What Else: Creative Best Practices 1 Call To Action 2 If Leveraging Animation, Use CTA in Every Frame 3 Ensure Your Logo is in Every Frame 4 Clear Value Prop 5 Sense of Urgency 6 Coordinate Colors & Images 7 Balance Text & Images 8 Relevant Landing Page
  19. 19. What Else: Landing Page Best Practices 1.  Visually match your ad 2.  Have a clear, compelling title 3.  Include a description of the offer that is easy to scan 4.  Include a visual of your content 5.  Include a short form with minimal fields 6.  Have a clear call to action button—make it actionable. 7.  Have minimal or no navigation
  20. 20. A Few Final Thoughts Start simple! It’s very easy to get complex with this product quickly, so start simple and then optimize for maximum performance. Leverage new content. Content is constantly being created, so don’t be afraid to use new content for your Lead Accelerator program. Test and optimize. This is a “living” program that needs some love every once in a while. Give your program time. Your program needs some time to ramp-up before you make any big adjustments. You’ll want to see what works before you start to optimize.
  21. 21. Help Center Links: •  Optimization Overview •  http://help.lms.linkedin.com/hc/en-us/articles/205548358-Lead-Accelerator-Optimization- Overview •  Creative Best Practices •  Display: •  http://help.lms.linkedin.com/hc/en-us/articles/205696078-Banner-Ad-Best-Practices •  Sponsored Content: •  http://help.lms.linkedin.com/hc/en-us/articles/205855038-Sponsored-Content-Creative- Best-Practices •  Facebook Newsfeed: •  http://help.lms.linkedin.com/hc/en-us/articles/205854758-Facebook-News-Feed- creative-best-practices •  Landing Page Best Practices •  http://help.lms.linkedin.com/hc/en-us/articles/205292397-Landing-Page-Best-Practices Helpful Links:
  22. 22. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

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