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6 steps to b2b marketing success on LinkedIn
This document outlines 6 steps for B2B marketing success on LinkedIn. It begins with choosing an objective like lead generation, awareness, or events. The second step is choosing targeting like job function, seniority, company size and location. The third step is choosing content and creative, emphasizing visuals, concise text, statistics, and testing variations. The fourth step is testing and optimizing, starting with large elements and moving to small tests. The fifth step is measuring against objectives like inquiries, leads, and revenue. The sixth step is continuing to test and optimize campaigns on an ongoing basis.
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6 steps to b2b marketing success on LinkedIn
- 1. #6StepsLoL Steps to B2B MarketingSuccess on LinkedIn Live Webcast Wednesday, May 18, 2016 2:00pm BST | 3:00pm CET
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- 3. #6StepsLoL Have Questions? Use theQ&A button at the bottom of your screen and we will answer them after the presentation A recording of this webcast will be sent to you after the event
- 4. #6StepsLoL Who we are? JennyAnne Corkery New Business Manager, Dublin Gearóíd Buckley Online Marketing Manager, Dublin
- 5. #6StepsLoL Setting the scene! ProjectChampagne #6StepsLoL
- 6. #6StepsLoL Why LinkedIn worksfor us! of all Q1 inquiries sourced from LinkedIn of all Q1 MQLs sourced from LinkedIn
- 7. #6StepsLoL Consistent throughout QTR –key to our Always-on strategy
- 8. #6StepsLoL For the firsttime in the history of media you can engage with the world’s professionals in one place
- 9. #6StepsLoL The most effectiveplatform for marketers to engage professionals Achieve your goals from awareness to engagement to new business
- 10. #6StepsLoL Our digital livesconverge on very few big destinations
- 11. #6StepsLoL 61M senior-level influencers 40M decision makers 10M opinion leaders 6M C-levelexecs 22M Mass Affluent 4M IT decision makers 433Mprofessionals are on LinkedIn The largest global community of professionals
- 12. #6StepsLoL 9 billion contentimpressions / week 15X content vs job postings in the feed 57% mobile Professionals engage with purpose – and with content
- 13. #6StepsLoL The world’s professionalscome to LinkedIn for knowledge Industry News Expert Advice Professional Learning Peer Insights Peer Recommendations 500+ Influencers
- 14. #6StepsLoL Organic: Build your brandand content On your Company Page Showcase Pages Through long-form posts On Slideshare Market to Who Matters: Engage Them with Content Paid: Reach a targeted, and broader audience In the LinkedIn Feed In the LinkedIn Inbox Early in the purchase process Through other native ad formats
- 15. Title Text Body LevelOne Body Level Two Body Level Three Body Level Four Body Level Five 15 #6StepsLoL Engage your prospects with relevant content in the world’s only professional feed Sponsored Content Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences wherever they spend their time.
- 16. Title Text Body LevelOne Body Level Two Body Level Three Body Level Four Body Level Five 16 #6StepsLoL LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business
- 17. Title Text Body LevelOne Body Level Two Body Level Three Body Level Four Body Level Five 17 #6StepsLoL Build your brand with the right audiences in a premium context LinkedIn Display Ads Get on the radar early to build your brand and increase awareness Target LinkedIn members with accuracy to drive brand objectives Engage your audience in a high- quality professional context Deploy IAB standard display ad unit formats
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- 20. #6StepsLoL Why do weuse LinkedIn? Online and Offline Events Lead Generation Awareness Account Based Marketing
- 21. #6StepsLoL Promoting this event: InMail:192 Registrations SC:605 Registrations Display: 30 Registrations
- 22. #6StepsLoL STEP 2 CHOOSE YOURTARGETING
- 23. #6StepsLoL Market to WhoMatters: Get to the Right Professional Audiences Rich demographic data Job Function, Seniority, Company Name, Geo, Industry Interest-based targeting Group Membership, Skills, Field of Study Persona targeting Job Searchers, Opinion Leaders, Mass Affluent, Business Travelers Your own audience data Target Account Lists
- 24. #6StepsLoL Patrick Kane Ivanka Trump AliLandry 7-foot-tall Football Player Robert Griffin III Kim Zolciak Recruiting Employee engagement Social media Self-esteem European Union Marketing Automation Integrated marketing Lead generation Cloud computing Email marketing #HTGAWM #NewNFLTeams Redskins The Pope #GreysAnatomy #HeroesReborn The professional mindset is markedly different Trending topics by social media platform
- 25. #6StepsLoL We live ina data driven age – let data drive creativity
- 26. #6StepsLoL We live ina data driven age – let data drive creativity How we use data to get creative with targeting
- 27. #6StepsLoL and yes, ofcourse we tested lots of variations!
- 28. #6StepsLoL How we deliverrelevancy to our target audience ● Skills targeting ● Company targeting ● Industry targeting ● Geo targeting ● Title targeting ● Company size targeting Total addressable audience (Any member in the marketing, media or communication job function) Our Segmented Audience
- 29. #6StepsLoL Example of howwe target at TOFU Q1 2016 saw over 2k inquiries from this type of campaign Job Function marketing, media and communication Seniority Manager + Geo Europe Company Size 50+ employees Language English UK or US
- 30. #6StepsLoL Relevancy is key:Using title and skills targeting to differentiate between brand and demand generation marketer Demand Generation Manager, Digital Marketing, Acquisition Marketing, SEO Marketing, Search Engine Marketing, Marketing Automation Manager, etc Job Title = Brand Manager, Brand Marketing Manager, Global Marketing Manager, Director Brand Marketing, etc Job Title =
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- 32. #6StepsLoL Leverage targeting fordeeper personalisation in the feed
- 33. #6StepsLoL Content strategy mustbe aligned to targeting Example: Using seniority targeting to speak to topics, trends, and pain points specific to their roles. entry, manager, senior Seniority Director, VP, CXO, Owner, Partner Seniority
- 34. #6StepsLoL We’ve seen hugesuccess from local language campaigns Introducing: Launched on Email and InMail on the same day. SENT OPENS CTR Email 9,845 28.99% 4.49% InMail 106,780 71.02% 8.69%
- 35. #6StepsLoL Campaign ran acrossall LinkedIn Channels for a full QTR
- 36. #6StepsLoL 2139 267 258 144 87 39 21 9 InMail Sponsored Content Display Ads EmailNutures Referral Campaigns Email No Tracking Organic 90% of leads came from LinkedIn for this Always-on campaign
- 37. #6StepsLoL Targeting Top Tips 1Find the balance between scale and relevancy 2 Align campaign goals to channel and targeting strategy 3 Don’t be afraid to experiment and test 4 Leverage LinkedIn for localisation campaigns 5 Content and Targeting strategies must be aligned
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- 39. Title Text • BodyLevel One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #6StepsLoL Effective content doesn’t require massive investment
- 40. #6StepsLoL#6StepsLoL Visual is thenew headline • Test, test and test • Vary creative • Be mindful of the landing page/content • Play to your audience’s interest CTR: .376% CTR: .237%
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- 42. #6StepsLoL#6StepsLoL Keep it Short& Sweet • Minimal text performs better • It is best practice to remove unnecessary words for more concise and clearer writing • Words like ‘you’ and ‘your’ resonate with audiences CTR: 1.067% CTR: 0.622% CTR: 0.768% Remove unnecessary words
- 43. #6StepsLoL#6StepsLoL Snackable stats work Peopleare more likely to engage with and share content that makes them appear more knowledgeable You have less than a second to grab attention – use interesting stats and quotes to make people pause…… and click
- 44. #6StepsLoL#6StepsLoL Variety is thespice of life We aim to create at least 4 versions of each Sponsored Content and Display Ad And always A/B test InMail
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- 46. Title Text • BodyLevel One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #6StepsLoL Sponsored Content Top Tips 1 Visual is the new headline 2 Keep it short & sweet 3 Snackable stats work! 4 Variety is the spice of life 5 You know nothing Jon Snow
- 47. #6StepsLoL Display Ads TopTips 1 Pictures of people perform best 2 Have a clear description of the content 3 Include the word “now” in your CTA 4 Colour works! Use it 5 You know nothing Jon Snow
- 48. #6StepsLoL Sponsored InMail TopTips 1 Have a clear subject line 2 Use best performing Display Ad (from testing) 3 Ensure copy is short and to the point 4 Sending from a person improves OR and CTR 5 You know nothing Jon Snow5
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- 50. #6StepsLoL Always be testing! Startwith big elements Optimise to small
- 51. #6StepsLoL Are you a Sophisticated Marketer? -Average Score was 51% - Only 12% gained Sophisticated Marketer status
- 52. #6StepsLoL Q1: Which ofthese Sponsored Content performed better? CTR: .237%CTR: .376% 42% correct
- 53. #6StepsLoL Q2: Which introcopy text yielded a higher CTR? CTR: 1.067%CTR: .768 % 61% correct
- 54. #6StepsLoL Q3: Which ofthese LinkedIn Display Ads drove a higher CTR? CTR: 0.055%CTR: 0.126% 58% correct
- 55. #6StepsLoL Q4: Which ofthese Sponsored Content performed better? CTR: 0.4%CTR: 0.25% 16% correct
- 56. #6StepsLoL Q5: Which ofthese LinkedIn Display Ads drove a higher CTR? CTR: 0.72%CTR: 0.79% CTR: 0.93%CTR: 0.76% 43% correct
- 57. #6StepsLoL Another CTA test! JoinRegister +165% Clicks +126% Impressions +571% Clicks +490% Impressions
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- 60. #6StepsLoL Market to WhoMatters: Measure the Impact, and Optimise Are you reaching your target audiences? Are the right people engaging? Are you prompting the right actions? Get clear visibility into the impact of your programs throughout the purchase process
- 61. #6StepsLoL Day to dayI optimise from the Campaign Manager
- 62. #6StepsLoL What is yourbusiness goal? Align it with your campaign to measure business performance Online and Offline Events Lead Generation Awareness Account Based Marketing Attendees, Show Rate, Engagement (pre, during and post) Qualified Leads, Sourced Revenue Reach and engagement within your target audience Customer Revenue, Engagement
- 63. #6StepsLoL But we alsolook at the impact across the funnel Inquiries MQLs InMail 18% 18% Email 11% 16% Sponsored Content 10% 15% Referral Other 10% 10% Other Social 10% 8% Display Ads 6% 6% LinkedIn accounts for 39% of all of our MQLs
- 64. #6StepsLoL STEP 6 TEST &OPTIMISE … AGAIN
- 65. #6StepsLoL Last year welaunched: Our strongest performing eBook ever! 1 reason why you should test, test and test again!
- 66. #6StepsLoL The ROI onthe campaign began to significantly drop after 6 months – so started optimisation process again Instead of spending months and €,000’s on a new eBook – we were able to just refresh the campaign through optimisation
- 67. #6StepsLoL STEP 1 –CHOOSE YOUR OBJECTIVE STEP 2 – CHOOSE YOUR TARGETING STEP 3 – CONTENT & CREATIVE STEP 4 – TEST AND OPTIMISE STEP 5 – MEASURE STEP 6 – TEST AND OPTIMISE AGAIN To Recap
- 68. #6StepsLoL Have Questions? Use theQ&A button at the bottom of your screen
- 69. #6StepsLoL Thank You The recordingand presentation shall be sent to you shortly