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Live Webinar: Using LinkedIn for Brand Marketing

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As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.

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Live Webinar: Using LinkedIn for Brand Marketing

  1. 1. Using LinkedIn for Brand Marketing Andrew Kaplan Sr. Product Marketing Manager LinkedIn @andrewjkaplan Michael Voss Director of Brand Management International Coach Federation Lisa McKinney Social Media Specialist International Coach Federation
  2. 2. 3 • Got a question? Submit it in the Q&A box. • Tweet along with #LinkedInBrandMktg • Follow us for more: @LinkedInMktg How to Engage with Us
  3. 3. Let’s talk about 4 • What’s the buyer’s journey really like? • Rethinking brand marketing with LinkedIn • Success story: International Coach Federation • Q&A
  4. 4. 5 Today’s buyer’s journey The only thing predictable about it is its unpredictability
  5. 5. It’s a challenging world Before customers reach out directly* Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google
  6. 6. It’s a challenging world Pieces of content are consumed before a purchasing decision is made** Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google
  7. 7. Display advertising Social media marketing Content marketing 8 Today’s approach Email marketing SEO Paid search
  8. 8. We can still do better.
  9. 9. 10 Missed opportunities 4. 95% of website visitors don’t fill out a form 3. 61% of B2B marketers aren’t using mobile marketing 1. For B2B decision-makers, online communities are one of the most popular sources of content in the purchase decision 2. Forty-four percent of B2B buyers researched company products on a smartphone or tablet in 2014 5. 80% aren’t opening emails 6. Half of business decisions are made outside of the office 7. 17 people typically involved in an enterprise tech purchase 1. eMarketer 2. Acquity Group LLC 3. SiriusDecisions 4. eMarketer 5. MarketingProfs 6. B2B Marketing
  10. 10. 11 Imagine if the funnel worked like it should Reach only the right people Deliver highly relevant and helpful content Tailor your message based on where they are in the decision process
  11. 11. 12 Drive more effective marketing Increase awareness Build brand Shape perception
  12. 12. Increase awareness Build brand Shape perception Increase awareness Build brand Shape perception 13 Drive more effective marketing Improve lead quality Increase conversion Drive pipeline and revenue
  13. 13. 14 The only full-funnel professional platform Onsite Display Network Display Sponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results
  14. 14. How can we rethink brand marketing?
  15. 15. Rethinking brand marketing with LinkedIn 16 2. Engage prospects anywhere online 4. Reach prospects where they’re most engaged 3. Target precise audiences with relevant content 1. Reach professionals in the right context
  16. 16. Reach professionals in the right context 17 • Prospects are doing more research online and are in control of where they interact with your brand • To shape the outcome of the purchase decision, get their attention where they’re spending time in a professional context
  17. 17. 18 LinkedIn Onsite Display Reach a professional audience in a premium context • Target LinkedIn members with accuracy based on the professional member profile, including audiences unique to LinkedIn • Reach your audience in the high- quality context of the LinkedIn desktop experience • Deploy a variety of formats from IAB standard ads to highly engaging native formats
  18. 18. 19 LinkedIn Text Ads drive targeted traffic to your site using scalable, self-service tools Text Ads help you scale your messaging to the right audience and drive performance • Target your audience using accurate data in the professional profile • Optimize by bidding on CPC or CPM basis, testing creative variants • Run messages across key placements like the homepage, profile, inbox, etc. Get started at linkedin.com/ads
  19. 19. 20 “LinkedIn has helped create an environment where we can not only invite people to join, but engage them once they arrive. We can have dialogues with potential customers in a way that encourages organic growth of the community.” Bryna Corcoran Digital Marketing and Social Media Strategist, HP Results 300,000+ new followers in two months including 112% increase in CXO followers Strong CXO engagement rate of 0.15% Low follower attrition rate of 3% Significant increase in unaided brand awareness Followers 2.5x more likely to recommend HP solutions Download the full case study here: https://lnkd.in/d6XnEtQ
  20. 20. Engage prospects anywhere online 21 • B2B and high-consideration B2C sales cycles are long and complex • Keep your brand awareness level high throughout the purchase decision
  21. 21. Reach professionals across the web with scale and frequency 22 LinkedIn Network Display
  22. 22. 23 Engage audiences on leading publisher sites, including top globally-ranked comScore domains LinkedIn Publisher Network and Exchanges Note: LinkedIn does not guarantee placement on specific sites. The sites listed on this slide are not all-inclusive and are meant to represent a sample of sites where customers’ ads could appear. There are hundreds of domains and properties on the LND whitelist where ads may appear during a campaign. LinkedIn properties
  23. 23. 24 “With LinkedIn Network Display, we’ve become a leading brand in our space, and LinkedIn has been a key contributor to our success—getting MyCase visibility with the right people at the right time.” Increased brand awareness and targeted traffic by targeting professionals across the Web using LinkedIn data and the Insight Tag pixel More than 2,000 new targeted website visitors in 3 months – a 5x increase in daily visits from members in legal job functions See full case study here: https://lnkd.in/dCrRVmg Sarah Bottorff Director of Marketing, MyCase Results
  24. 24. Target the right audiences with relevant content 25 • Prospects are at different stages of their purchase decision • The content you provide must be both educational and relevant to what their needs are • Build on your branding efforts with effective nurturing
  25. 25. Lead Accelerator lets you nurture everyone. Differently. 26
  26. 26. Measure the impact of your campaigns across upper- and lower-funnel objectives. Track audience demographics, impressions, new visitors, landing page engagement, and more 27 Measure campaign impact with full-funnel analytics
  27. 27. OpenDNS reached, nurtured, and converted IT decision makers with LinkedIn Network Display and Lead Accelerator Drove more than 9,400 new website visits from IT pros Increased engagement: 140% increase in page views per visitor; 64% increase in visits per visitor Generated 280+ new leads Results 28
  28. 28. Reach prospects where they’re most engaged 29 • Be where your prospects are • Engage them with content that is useful and relevant, and when they are most receptive to your message
  29. 29. LinkedIn Sponsored Updates allow you to publish relevant content where members engage most Sponsored Updates: native advertising in the feed, across devices 7x – the amount of time professionals are spending with content on LinkedIn vs. job-related activity 30 Get started at linkedin.com/ads, or sponsor an update right from your LinkedIn Company Page
  30. 30. 31 Optimize and measure with robust campaign tools Test and refine campaigns with LinkedIn’s new-and-improved, self-service platform • Simplicity: One view of all your accounts • Visibility: Real-time visual reports, audience insights by account, social actions measurement • Control: Test ads at scale, easily adjust campaign start/end dates, save drafts
  31. 31. LinkedIn Sponsored InMail delivers relevant, personalized messages to the LinkedIn inbox Sponsored InMail gets the attention of high-value audiences with personalized content, 100% deliverability • Messages sent to the LinkedIn inbox only when members are on LinkedIn • Mobile-optimized design with persistent call-to-action button • Target your ideal professional audience 32
  32. 32. 33 54% open rate for Sponsored InMails. Up to 0.90% engagement on ansarada’s Sponsored Updates. Reached over 600,000 unique members in a sought-after professional segment of finance professionals (M&A deal makers). Positive brand engagement and ongoing conversation with audience started via comments, shares, and social followers acquired. Download full case study here: https://lnkd.in/dtBJ5pW Results Ansarada engaged over 600,000 unique professionals in M&A occupations using Sponsored inMail and Sponsored Updates
  33. 33. Success story: International Coach Federation
  34. 34. International Coach Federation overview The International Coach Federation, which supports professional coaches, conducts ongoing marketing campaigns to both attract new members and to raise awareness of ICF’s mission 35
  35. 35. ICF challenges • Increase membership • Raise awareness of member benefits • Reach potential members at the right time in their careers 36
  36. 36. How we use LinkedIn Marketing Solutions 37 Sponsored InMail
  37. 37. How we use LinkedIn Marketing Solutions 38 Sponsored Updates
  38. 38. How we use LinkedIn Marketing Solutions 39 Display Advertising
  39. 39. Results • 1,899 new members enrolled • Total revenue from new members: $465,000 – campaign • ROI of 1,761% • 45% open rate for Sponsored InMail, 4.6% CTR • Sponsored Updates engagement 2X LinkedIn benchmarks 40
  40. 40. • Case Study Hub: http://lnkd.in/marketingcasestudies • LinkedIn Marketing Blog: • http://marketing.linkedin.com/blog • New eBook: The Brand Marketer’s Guide to LMS More helpful examples of what works on LinkedIn: 41
  41. 41. ©2015 LinkedIn Corporation. All Rights Reserved.