Using LinkedIn for Brand Marketing: Reach the Right Professionals
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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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Using LinkedIn for Brand Marketing: Reach the Right Professionals
- 2. 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
- 3. 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
- 4. 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
- 5. 5 Today’s buyer’s journey The only thing predictable about it is its unpredictability
- 6. 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
- 7. 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
- 8. Display advertising Social media marketing Content marketing 8 Today’s approach Email marketing SEO Paid search
- 9. We can still do better.
- 10. 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
- 11. 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
- 12. 12 Drive more effective marketing Increase awareness Build brand Shape perception
- 13. 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
- 14. 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
- 15. How can we rethink brand marketing?
- 16. 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
- 17. 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
- 18. 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
- 19. 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
- 20. 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
- 21. 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
- 22. Reach professionals across the web with scale and frequency 22 LinkedIn Network Display
- 23. 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
- 24. 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
- 25. 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
- 26. Lead Accelerator lets you nurture everyone. Differently. 26
- 27. 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
- 28. 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
- 29. 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
- 30. 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
- 31. 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
- 32. 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
- 33. 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
- 34. Success story: International Coach Federation
- 35. 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
- 36. ICF challenges • Increase membership • Raise awareness of member benefits • Reach potential members at the right time in their careers 36
- 37. How we use LinkedIn Marketing Solutions 37 Sponsored InMail
- 38. How we use LinkedIn Marketing Solutions 38 Sponsored Updates
- 39. How we use LinkedIn Marketing Solutions 39 Display Advertising
- 40. 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
- 41. • 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
- 42. ©2015 LinkedIn Corporation. All Rights Reserved.
Hinweis der Redaktion
- But before we get started, a few housekeeping items. Please do submit any questions you may have in the Q&A box, and we’ll save some time at the end to address them. You can join the conversation on Twitter using #LinkedInDemandGen, and follow us as well.
- Today’s buyer’s journey is at its very core—unpredictable. There are often multiple people involved in the buying decision. And those people are using multiple devices to consume information, and at different parts of the day, inside the office and frequently outside of office hours. All of this complicates the buyer’s journey, and marketing’s role in it.
- 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. On average, people are consuming 10 of those pieces of content before making a purchase. And the way this impacts your business is it's harder than ever to reach the right people and convert them into customers. Which, at its core, is how marketing success is measured. In order to succeed, marketers need to be present throughout the entire process to a) generate awareness among your target audiences b) create helpful content that addresses the customers’ needs and c) distribute that content in the right places and moments in time to get them ready to reach out.
- 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. On average, people are consuming 10 of those pieces of content before making a purchase. And the way this impacts your business is it's harder than ever to reach the right people and convert them into customers. Which, at its core, is how marketing success is measured. In order to succeed, marketers need to be present throughout the entire process to a) generate awareness among your target audiences b) create helpful content that addresses the customers’ needs and c) distribute that content in the right places and moments in time to get them ready to reach out.
- So with all this in mind, what are brand marketers currently using to help educate and engage with prospects during their buyer’s journeys? Brand marketing strategies have evolved tremendously, even in just the past few years, so we have a lot of tools at our disposal. Display advertising has done much to help build our brands, as has our presence on social media. Content marketing continues to play a massive role throughout the marketing funnel, from brand-building and thought leadership to driving leads. And finally, we can’t forget our “tried and true” channels of email and search, which continue to be marketing workhorses for us. While these may not traditionally be thought of as brand marketing tools, we’ll see later with the ICF case study, how a true “full-funnel marketing” approach can do much to help brand marketers achieve their goals.
- This is all to say that we may be doing a decent job at demand gen now, but we can still do better.
- Let’s go back to the real-world buyer’s journey we looked at earlier. And this time, let’s dig deeper into the opportunities we’re missing. No less than 17 people stat: http://www.insurancetech.com/is-the-cio-losing-control-of-tech-decision-making/d/d-id/1315218? 44% figure – “2014 State of B2B Procurement Study: Uncovering the Shifting Landscape in B2B Commerce,” Acquity Group, LLC Half of business decisions made outside of the office - http://www.b2bmarketing.net/news/archive/research-news-half-business-decisions-are-made-outside-office
- Now, imagine if the funnel actually worked as it should. What if you could be sure to reach only the right people and generate enough interest to drive them to your site? Then, what if you could establish an ongoing connection with them and provide them the content they want at the exact right times to help them make their purchase decision? What if you could eliminate all those leaks and realign the funnel, generating significantly more opportunities?
- In that ideal scenario, the entire organization benefits from this new alignment, as it creates a clear opportunity to drive more effective marketing throughout the entire buying cycle. Brand marketers would expand the reach of their message, strengthen the brand and drive more of the right people to the desired marketing channels.
- Smarter targeting and engagement efforts at the top of the funnel impact the bottom of the funnel (revenue, pipeline, MQLs).
- LinkedIn has products that impact every stage of your funnel. We are in a unique position to help you a) generate awareness and reach more of the right people to send to your marketing channels b) nurture those audiences by delivering the most appropriate content depending on where they are in their purchase cycle.
- Display advertising can help you reach the right audiences and drive them to your website. But how can you continue to nurture them once they get there? Suppose you have two different audiences visiting your site: One audience visits your home page, and bounces The other audience dives deeper into the product section of your site BOTH of those audiences are valuable – they have both raised their hand and indicated that they’re interested in what you have to say SO, you want to nurture both of those audiences BUT, you want to nurture them differently For the Home Page Bouncers: You probably want a relatively short nurture stream that focuses on higher level messaging and overall brand positioning. For the Product Page Visitors: You want to nurture them more aggressively with a longer nurture stream that tells your story the way you want to tell it. You wan to leas the prospect through a series of messaging and content that ultimately drives directly to a conversion event
- Track campaign success with LinkedIn’s Campaign Analytics Reports. Data on impressions, clicks and actions by audience can be found in Campaign Performance and Audience Impact. Measure upper funnel tactics with New Visitors. Then see if visiting prospects are being nurtured through the funnel with Funnel Impact.
- OpenDNS, an internet security firm, reached, nurtured, and converted IT decision makers with LinkedIn Network Display and Lead Accelerator. So they used a combo of our products. And they generated new visitors to their sites, and then nurtured them into leads.
- Finally, we can rethink brand marketing by rethinking engagement. As we saw earlier, this goes back to the unpredictability of the buyer’s journey – because buyers are in control, marketers need to engage them with great content that is presented to them when they’re most receptive to receiving this content.
- LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 364M professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed.
- Similarly, Sponsored InMail is another great way to get people engaged, and a fantastic channel for lead gen. The beauty of Sponsored InMail is that it offers 100% deliverability – your target audience will only receive your messages when they are on LinkedIn, whether that’s on desktop or mobile.