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Live Webinar: Using LinkedIn for Brand Marketing

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It’s your job to create and sustain positive awareness for your brand throughout the long buyer’s journey and beyond. We can help.

Join LinkedIn's own Andrew Kaplan and Michael McEuen, Director of Demand Generation from AdStage as they demonstrate how to get—and keep—your brand in front of the professionals that matter most to your business. They will cover how to:

- Get in front of the right people early and often
- Reach and influence business professionals in the right context
- Educate your audience with the relevant content they crave
- Use awareness and engagement to drive bottom-funnel conversions
- Measure the impact of your branding efforts every step of the way

This webcast will empower you to rethink and reinvigorate your approach to brand marketing on LinkedIn.

Veröffentlicht in: Marketing

Live Webinar: Using LinkedIn for Brand Marketing

  1. 1. Using LinkedIn for Brand Marketing Andrew Kaplan Sr. Product Marketing Manager LinkedIn @andrewjkaplan Michael McEuen Director of Demand Generation AdStage @lonohead
  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: AdStage • 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 90% 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 10 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. Onsite Display Network Display Sponsored Updates Sponsored InMail, Text Ads Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results The only full-funnel professional platform
  14. 14. How can we rethink brand marketing?
  15. 15. Rethinking brand marketing with LinkedIn 16 3. Reach prospects wherever they spend time 2. 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 • 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 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: 112% increase in CXO followers 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
  19. 19. 74% 90% Of B2B buyers choose a vendor that’s first to help them with useful content. -Source: Inside Sales Amount of purchase process that buyers complete before making contact with vendor. -Source: Forrester Target the right audiences with relevant content
  20. 20. Target the right audiences with relevant content 21 • 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
  21. 21. 22 What makes LinkedIn targeting unique? LinkedIn has 400M+ registered members, and gains a new member every 2 seconds. A member’s LinkedIn profile contains relevant professional data points. All LinkedIn profile data is 1st party data, or “self- declared” data. Accuracy is fueled by our value exchange: connecting members with economic opportunity. Reach & Scale Real-time, Accurate Data
  22. 22. Daniel Seattle, WA USA Boston University COMPANY NAME INDUSTRYSIZE SCHOOL LOCATION JOB TITLE SENIORITY FUNCTION FIELD OF STUDY DEGREE GRADUATION AGE SKILLS GROUPS IP Communication Bachelor of Science 2011, 25-34 Simply Measured, 51-200, Internet Senior Marketing Manager, Marketing, Senior IC CMA, LEWIS, Social Tools SEO, Social Media, Digital Marketing, Blogging
  23. 23. LinkedIn Sponsored Updates allow you to publish relevant content in the world’s only professional feed 24 Get started at linkedin.com/adsRaise brand awareness Drive Quality Leads Build Customer Relationships
  24. 24. 25 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
  25. 25. B2B marketers call LinkedIn their most effective and widely-used content platform
  26. 26. • Relevance • Novelty • Depth • Validity • Practicality • Rigor • Clarity • Coherence Source: The Bloom Group How to post great thought-leading content
  27. 27. On LinkedIn, speak to the professional mindset
  28. 28. -Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks On LinkedIn, speak to the professional mindset
  29. 29. While themes of great content vary by audience, industry, and marketer objectives, there are some guidelines you can follow to appeal to the professional mindset. Your 6-step plan for engaging LinkedIn members with great content
  30. 30. DO: DON’T: • Think like a journalist • Be helpful by providing answers to your audience’s most pressing questions and challenges • Find your authentic voice that’s authoritative but friendly and trustworthy. • Connect content to a commercial insight or benefit • Enrich and amplify your content by enlisting influencers, trusted industry experts, or your executives to contribute • Deliver a sales pitch • Be overly broad in your content themes. You want to be recognized as an expert in only one or two areas. • Create content that people can’t easily consume on phones/tablets • Go it alone! DO’s and DON’Ts for creating compelling content
  31. 31. 32 Increased followers from 7 to 1,622 in just 40 days Engagement 2x LinkedIn benchmarks Clickthrough rates 2x LinkedIn benchmarks Download full case study here: http://bit.ly/1ShFGFK Results Holiday Inn Express raised brand awareness and dramatically grew its follower count by sponsoring branded video content targeted to sales and consulting professionals. “LinkedIn Sponsored Updates helped us talk about our brand in a fun and engaging way.” - Seth Freeman, Director of Marketing, Holiday Inn Express® brand, Americas, IHG
  32. 32. Reach prospects wherever they spend time 33 • Be where your prospects are • Engage them with content that is useful and relevant, and when they are most receptive to your message
  33. 33. 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
  34. 34. 35 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
  35. 35. 36 54% open rate for Sponsored InMails. Up to 0.90% engagement on Sponsored Updates. Reached over 600,000 unique members in a sought-after professional segment of finance professionals Positive brand engagement and ongoing conversation with audience started via comments, shares, new followers Results Ansarada engaged over 600,000 unique professionals in M&A occupations using Sponsored inMail and Sponsored Updates Download full case study here: https://lnkd.in/dtBJ5pW
  36. 36. AdStage Overview The AdStage Platform is a self-serve cross- network platform that allows online advertisers to create, optimize, and report on campaigns across search, social and mobile ad networks like LinkedIn, Google AdWords, Bing, Facebook, and Twitter Ads.
  37. 37. 1. Hard to reach director level prospects at digital agencies and B2B organizations. 2. Disjointed alignment of sales prospecting and marketing communication. 3. Increasing the impact from events. Challenges
  38. 38. Sponsored Updates campaign to introduce our brand to Director-level members by promoting engaging content Solution: Sponsored Updates
  39. 39. Nurture select top prospect accounts with webinars and ebooks Solution: Sponsored Updates
  40. 40. Extend the conversation from events using rich media Solution: Sponsored Updates
  41. 41. • Reached Directors at agencies and in-house B2B teams. • 292,505 impressions, at 0.321% engagement rate, for 939 total engagements. • Ran account based marketing campaigns, aligned with sales. • 10,889 impressions, at a 0.43% click through rate. Aided in the booking of 4 demos (Sales Qualified Leads). • Extended the conversation life of event presentations through content marketing. • Drove 244 total views of the Slideshare presentation. Results
  42. 42. 1. Create content that addresses your audience’s common business challenges or questions. 2. Target your audience based on a professional persona, but don’t hyper-target: Your audience should be 300,000 members at minimum 3. Always include a visual in your post: upload a compelling large- format image, sponsor it, and add your URL to drive traffic to your site 4. Experiment with different content types: blog posts, ebooks, infographics, Slideshare presentations, videos 5. Test and learn: Sponsor 3-5 posts at once. Each week, shift budget into the top-performer(s). Find more tips and resources at marketing.linkedin.com/blog 5 takeaways for Sponsored Updates success
  43. 43. ©2015 LinkedIn Corporation. All Rights Reserved.