View the slides from our July Roundtable

1. Welcome

3. Agenda
8:00am Registration
8:30am Breakfast is served
8:40am Overview of meeting goals
8:45am Introductions
9:00am – 9:30am So You Think You Know Everything About LinkedIn
Advertising?
9:30am – 9:40am Break
9:40am – 10:10am Low Cost, Big Impact
10:10am – 11:00am Learn Through Others While Giving Back to the Community
11:00am – 11:30am Wrap Up, Networking time

4. - Learn -
So You Think You
Know Everything
About LinkedIn
Advertising?

5. 79% of B2B Marketers say
LinkedIn is an effective source for generating leads.

6. Dynamic Ads
• Craft your ad copy, choose your call
to action (CTA) and leverage
dynamically generated images from
LinkedIn member profiles
• Downside:
• Sidebar is not on mobile app
• Looks like an ad

7. Text Ads
Text Ads:
• Create text based ads – no need for
design skills
• Sidebar Ads on LinkedIn
• Downside:
• Barely get clicks, but only pay per
click
• Only thumbnail size image option
• Mobile app doesn't show sidebar
ads

8. Minimum CTR
CTR Range
Content
.010%
.012%
-.030%
Text Ads Benchmarks

9. Sponsored Content
• Get your company’s updates to more people and
attract new followers
• Get your message out on every device: desktop,
tablet, and mobile
• Use Direct Sponsored Content to easily test your
messaging – content does not look like an ad!
• Track the number of leads you're getting from
your ads on LinkedIn with conversion tracking
• Seamlessly generate more leads with pre-filled
Lead Gen Forms

10. Minimum CTR
CTR Range
Content
.30%
.35% -
.45%
Sponsored Content Benchmarks

11. In-Mail

12. In-Mail
What you can do with
Sponsored InMail:
• Boost registrations with personalized
invites to webinars or in-person events
• Drive conversions with targeted
product and service promotions
• Promote content downloads of
infographics, white papers, eBooks,
and more

13. Minimum Open Rate: 20% with the typical range
being between 25-45%
Minimum CTR: 1.5% with the typical range being
between 2-5%
Open Rate
Click To Rate
Content
20%
1.5%
In-Mail Benchmarks

14. Lead Gen Forms

15. Lead Gen Forms
Lead Gen Forms
• Collect even more quality leads from your
ads on LinkedIn with seamless pre-filled
forms
• Users enter information without even
leaving the app
• Downside: Could be personal email
addresses collected but more likely to be
work as well over Facebooks led gen
forms.

16. Conversion Tracking

17. Conversion Tracking
• See how many leads you're
getting from your campaigns.
• Understand your advertising ROI
• Optimize for the results that
matter

18. Matched Audiences Program
02
03
01 Website
Retargeting
01
Contact
Targeting
02
Account
Targeting
03
Website Retargeting: Market to LinkedIn members
who visited your website. Define target audiences and
deliver relevant ad content based on the pages they
visited on your site.
Contact Targeting: Upload or integrate your lists of
contacts. Build a customized audience by securely
uploading your email address lists or connecting your
contact management platform.
Account Targeting: Reach decision makers at your
target accounts. Run account-based marketing
(ABM) campaigns, powered by LinkedIn data.
Securely upload a list of target companies to match
against the 8+ million Company Pages on LinkedIn.

19. Matched Audiences Program

20. Website retargeting: saw a 30 percent increase in
click-through rate (CTR) and a 14 percent decrease
in cost per conversion (CPC) for people who clicked
on their ad.
Account targeting: saw a 32 percent increase in CTR
and a 5 percent decrease in post-click CPC.
Contact targeting: saw a 37 percent increase in CTR
Website
Retargeting
Account
Targeting
Contact
Targeting
Content
30%
32%
37%
Matched Audiences Benchmarks

21. Debunking myths about automation
Founded in 1895, Cleveland, Ohio-based Lincoln
Electric has built a solid reputation as a provider of
traditional welding equipment and solutions.
However, the company’s welding automation
solutions had lower visibility among manufacturing
prospects—and many small- and medium-sized
manufacturers—didn’t realize that they could afford or
benefit from automating some or all of their welding
operations.
A LinkedIn Case Study
Challenge
• Raise awareness of automated
welding solutions
• Educate prospects on solution
value
• Fill lead pipeline

22. A Case Study
Solution
• Create and Promote “The Definitive Guide
to Welding Automation” E-book through:
o Sponsored Content
o Sponsored InMail
• Ebook was geared towards executives and
plant managers in welding and
manufacturing with content that was
focused on their needs.
• Ebook was made user friendly, with
checklists and conversations on why
welding is right for their businesses.

23. A Case Study
Results
• Achieved 167% of goal for
marketing qualified leads (MQLs)
• 73% of all Sponsored Content
clicks from manager-level and
above

24. Where Do I Start?
2
Use Existing Assets. You
Don’t Need to Build New.
Blogs, Articles, E-books, PDF
Guides, Webinars, etc.
1
Walk, Don’t Run. Start with a
simple sponsored content
campaign.
4
You don’t need a HUGE budget to
get started. An average
investment is only $400-$600 /
per promotion / per month
3
BUT, Make sure that your
content is valuable to your
target audience. Don’t make it
looks like an ad.

25. Typical Process
Define Audience
Who are we targeting?
Industry, Job Title,
Company, Email List,
Website Visitors?
Define Goals
What do we want
users to do? What do
type of results do you
expect to receive?
Create Content
What content will
resonate with your target
audience and help
achieve your set goal?
Gather Assets
Ad design, landing
pages, ebooks, article
pieces, calculators,
Custom audiences,
tracking, a/b test,
budgets, campaign
length, etc.
Measure, Refine
& Repeat
Always be testing.
Instant updates.
Launch Campaign

26. Share Your Experience

27. Break

28. - Share -
Small Change,
BIG Impact

29. We all have budgets.
Round 1 Round 5Round 4Round 3Round 2
A. How do you measure where money should be spent?
B. How do you know you are investing your dollars in the right places?
C. What are some low cost, high impact successes you have implemented in the
past few years?
D. How do you decide how much to allocate when testing new channels, and how
do you get buy-in?
E. What channels or tactics are you reluctant to test based on budget?
F. What is your go-to advise for allocating marketing budgets?
Small Changes, BIG Impact

30. We all need partners. Lets talk about our strategic alliances.
Round 2 Round 5Round 4Round 3Round 1
A. Where do you find strategic alliances?
B. What value do you bring to a strategic partnership? What matters?
C. How do you define expectations with strategic partners?
D. How do you make sure you have found a partner that will make a big impact?
E. What qualities matter most for a successful, long-term partnership?
F. What have you done to increase the impact of your strategic alliance? (i.e.
sharing competitive data, buyer personas, or business plans with your
partners?)
Small Changes, BIG Impact

31. We are constantly working to stand out. What are some
out-of-the-box initiatives that are low-cost, high return?
Round 3 Round 5Round 4Round 2Round 1
• Sponsorships? Local? National?
• Tradeshows? Industry?
• Community Involvement?
• Networking?
• Others?
Small Changes, BIG Impact

32. We have to make choices.
Round 4 Round 5Round 3Round 2Round 1
A. What new digital channels are on your radar?
B. How do you evaluate a new digital channel?
C. Which channels are your smallest /biggest spend and why?
D. What choices have you made that produced the most surprising results?
E. What digital channels have proved most successful?
F. Let’s talk about failures: What hasn’t succeeded and what might you do
differently to get different results?
Small Changes, BIG Impact

33. We all make sacrifices.
Round 5Round 4Round 3Round 2Round 1
• What marketing sacrifices have you hade to make?
• Where do you currently spend less than you would like?
• Where do you currently spend the most and seeing a lower level of return?
• If you only had $2,000 a month to spend on marketing where would you
spend it and why?
Small Changes, BIG Impact

34. - Grow -
Learn through others,
while giving back to
the community

35. Kyle’s Korner
Kyle's Korner is dedicated to helping grieving children, teens and
their families who are coping with the death of a loved one.
WHO
We offer peer support groups that provide the opportunity to
draw strength from others who have had similar experiences
and share similar feelings. We offer a place to retreat and focus
on building hope for the future, while journeying through the
healing process in a safe and supportive environment.
WHAT
We believe that every child deserves the opportunity to grieve
in a supportive and understanding environment. However, our
society often fails to understand or support the needs of a
child and family in grief.
WHY
• Provide a warm, nurturing environment where children
and teens can safely express their feelings and share
experiences with others.
• Gather children and teens with similar experiences to
support each other and lessen the feelings of sadness,
loneliness and abandonment.
• Increase children's and teen's coping skills and
strategies.
• Clarify death-related issues which may be confusing or
contradictory and may be creating fear for children and
teens.
• Encourage open communication among family members
in order to promote support for each other.
• Educate parents, teachers, caregivers and community
agencies concerning children's needs when faced with
death.
• Serve as a community resource for others who work
with bereaved children, teens and their families.
Goals

36. • What elements go into a good mission
statement?
• Does this statement convey the mission of
Kyle’s Korner as you understand it?
• Does it focus on the organization’s energy
and clarify its purpose?
• Does it motivate board staff, volunteers,
and donors?
• Does it focus on the people they serve,
themselves, or both?
• Does it use an active voice?
Mission Statement
Our mission is to provide grief support
programs and services for children,
teens and their families who have
experienced the death of a loved
one. We do this through peer support
groups in the safe and nurturing
environment of our home, and through
grief education and training services for
schools, businesses and other
community organizations.
Mission Statement
Group Discussion

37. • What needs to be conveyed in the
tagline?
• How can the mission be expressed in a
brief statement?
Tagline
Tagline
The Reiman Center for Grieving
Children, Teens, and their Families
Group Discussion

38. • Is the logo memorable?
• What’s missing?
• What message should the logo convey?
• Color selections? How are you using it?
• Are there any symbols that would be more
helpful/meaningful?
• Choose the two most powerful and accurate words
that represent Kyle’s Korner and graphical imagery
that should represent these two words.
Logo
Group Discussion

39. • Is the logo memorable?
• What’s missing?
• What message should the logo convey?
• Color selections? How are you using it?
• Are there any symbols that would be more
helpful/meaningful?
• Choose the two most powerful and accurate words
that represent Kyle’s Korner and graphical imagery
that should represent these two words.
Logo
Group Discussion

40. • What key pieces need to be present and
accessible on the website? (i.e.
donations, get help, volunteer, have
resources – help line etc.)
• Non- responsive
• Donate button
• News section or blog
• Description of programs
• Description of volunteer opportunities
Website
Group Discussion

41. • Community involvement
• Partnerships
• Corporate outreach
• Church festivals
• Getting involved with schools/education
organizations
• Camp SOUL - October
Awareness
Group Discussion

42. • Brainstorm an idea that will create an
impact for Kyle’s Korner and present this
idea to the group.
Campaign Workshop – it’s your turn!
Group Challenge
Best pitch wins a prize!
• In order to win your presentation must be
compelling, include budgeting ideas
(potential grants or advertising credits), be
creative, and address the needs of specific
stakeholders.

43. A. Communities Served
B. Donors
C. Volunteers
D. Board Members
E. Strategic Partners
F. Community Awareness
Campaign Workshop – it’s your turn!
Group Challenge

44. What’s Next