Webinar: Best Practices to Succeed with LinkedIn Sponsored Content
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Transcript of Webinar: Best Practices to Succeed with LinkedIn Sponsored Content
#LinkedInContent
Marketing Solutions
LinkedIn Confidential ©2014 All Rights Reserved
Webinar: Best Practices to Succeedwith LinkedIn Sponsored Content
#LinkedInContent
Dial-in: 866-469-3239Access Code: 926 370 258Password: areyouinTwitter: @LinkedInMktg#LinkedInContent
Deanna LazzaroniGlobal Content & Social Media Marketing Manager
Selin TylerSr. Product Marketing Manager
Welcome!
LinkedIn Confidential ©2014 All Rights Reserved
#LinkedInContent#LinkedInContent
Agenda Today
Why Content Marketing Matters Overview of Sponsored Updates Aligning to Marketing Objectives Branding & Lead Gen Case Studies Introducing Direct Sponsored Content Best Practices to Boost Performance Anatomy of Successful Content Key Takeaways Questions?
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#LinkedInContent
Why does content marketing matter?
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#LinkedInContent©2012 LinkedIn Corporation. All Rights Reserved.
5
Content Marketing is becoming one of the most effective ways for brands to engage with professionals
78%of B2B buyers start their research with
online search
90%
of customers find custom content
useful
67%of prospect interaction
is occurring online, shortening the sales
engagement
Sources: SiriusDecisions, kapost.com/content-marketing-facts #LinkedInContentLinkedIn Confidential ©2014 All Rights Reserved
#LinkedInContent#LinkedInContent
Members do much more on LinkedIn than job search
6XMore engagement with content vs jobs
BRANDS3 MM Company PagesCompany Updates
THOUGHTLEADERS
300+ Influencers
NEWS1.3MM PublishersLinkedIn Today
PEERS1.5MM GroupsConnections
6LinkedIn Confidential ©2014 All Rights Reserved
#LinkedInContent
Sponsored Content is an effective channel at each stage of the marketing funnel
AWARENESS & INTERESTSEstablish
your brand
CONSIDERATION& INTENT
EVALUATION &PURCHASE
LOYALTY &ADVOCACY
Move buyers down
the funnel with
thought leadership
Generate leads,
event registrations
and conversions
Engage
Followers & drive
customer loyalty
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Awareness & Interest KPIs
Reach by Segment*
Content Marketing Score*
Brand Impact Studies
* Metrics tracked and reported by LinkedIn
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#LinkedInContent
Consideration & Intent KPIs
Reach by Segment*
Click through rate*
Company visits
Page views/visit
Time spent on site
Bounce Rate
Sponsored Content is an effective channel at each stage of the marketing funnel
AWARENESS & INTERESTSEstablish
your brand
CONSIDERATION& INTENT
EVALUATION &PURCHASE
LOYALTY &ADVOCACY
Move buyers down
the funnel with
thought leadership
Generate leads,
event registrations
and conversions
Engage
Followers & drive
customer loyalty
8* Metrics tracked and reported by LinkedIn
LinkedIn Confidential ©2014 All Rights Reserved
#LinkedInContent
Sponsored Content is an effective channel at each stage of the marketing funnel
AWARENESS & INTERESTSEstablish
your brand
CONSIDERATION& INTENT
EVALUATION &PURCHASE
LOYALTY &ADVOCACY
Move buyers down
the funnel with
thought leadership
Generate leads,
event registrations
and conversions
Engage
Followers & drive
customer loyalty
9
Evaluation/Purchase KPIs
Clicks by Audience *
Click through rate*
Cost per click*
Conversions
Cost per lead
* Metrics tracked and reported by LinkedIn
LinkedIn Confidential ©2014 All Rights Reserved
#LinkedInContent
Sponsored Content is an effective channel at each stage of the marketing funnel
AWARENESS & INTERESTSEstablish
your brand
CONSIDERATION& INTENT
EVALUATION &PURCHASE
LOYALTY &ADVOCACY
Move buyers down
the funnel with
thought leadership
Generate leads,
event registrations
and conversions
Engage
Followers & drive
customer loyalty
10
Loyalty & Advocacy KPIs
Shares*
Likes*
Company page follows*
* Metrics tracked and reported by LinkedIn
LinkedIn Confidential ©2014 All Rights Reserved
#LinkedInContentLinkedIn Confidential ©2014 All Rights Reserved
Is your content aligned to content marketing goals?
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#LinkedInContent12
Define your KPIs up front to optimize Keep it consistentAre you looking for engagement on LinkedIn? Organic + Sponsored
Growth in website traffic?Organic: 20-30 per month
Maximizing your reach within your target audience? Sponsored: 2-4 per week
Pick winner contentTap into emotion, aim to inspire
Best practice guides, industry trends, inside looks at your company
Branding & Thought Leadership
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#LinkedInContent13
Use a concise headline Pick winner content
with a clear call to action Case studies, analyst reports,
Highlight speakers, value of content eBooks, events, announcements
Make sure your landing Make it timely
page is optimized If you have an event to promote,
For viewing content set your campaign live at least 4-6
For capturing leads effectively weeks before the event
Lead Generation
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Case Study: AdobeSponsored Updates for Branding
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“With the ability to target specific audiences with relevant
and contextual content, Sponsored Updates allowed us to reach the right
audience on the right channel, ultimately helping to move the needle on a primary objective – to inform and
educate marketers that Adobe is an industry leader in providing digital marketing
solutions.”
-- Adobe
Results• 50% more likely to agree that “Adobe is
shaping the future of digital marketing”
• 2.5x more likely to agree that Adobe’s Sponsored Updates “captured their attention”
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Case Study: Capgemini & NewscredSponsored Updates for Thought Leadership
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“…The engagement has been unprecedented—nothing they had ever seen using traditional B2B marketing
campaigns. Sponsored updates on LinkedIn have an engagement rate of 1.76%, which translates to over 3,000
new followers each week on their company page…”
-- Newscred
69% LinkedIn Shares
100,000 new
followersResults
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#LinkedInContent
Case Study: HubSpotSponsored Updates for Lead Generation
Results• 400% more leads within their target
audience than on other platforms
"We have seen very high quality leads coming in from our sponsored updates on LinkedIn. Not only can we target the audience we want to, we can promote our best performing content. “
-- HubSpot 16LinkedIn Confidential ©2014 All Rights Reserved
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Introducing Direct Sponsored Content
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Target audiences in the feed without publishing on your Company Page with Direct Sponsored Content
PersonalizeCustomize your message to target each audience
TestVariations of your content
ControlWhat gets published on your Company Page
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With Direct Sponsored Content, you can test what works to boost performance
Test your intro message
Test your imageTest your teaser text
Test your headline
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Content marketing is both an art and science:Take the guess work out of performance by testing
Can you guess which
one is a winner?
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Here are some best practices to incorporate into your content strategy
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Anatomy of Successful Content
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#LinkedInContent
BBVA CompassIndustry: Financial Services
Best Practices & Observations:
Image & mentions of recognized biz personalities
Includes thought provoking question at start
Uses numbers (12 Successful…)
Professional development related
Co-branding/licensing from reputable third party
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DellIndustry: Technology
Best Practices & Observations:
Include eye catching image
Uses “You” early to connect with the reader (If you’re ever…)
Offers value/advice to traveling professionals
CTA to encourage further reading
Owned destination is optimized for social sharing & engagement
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#LinkedInContent
DellIndustry: Technology
Best Practices & Observations:
Image & mentions of recognized biz personality
Related to an exclusive event
Relevant to professionals (inspiring talk on taking risks)
CTA to click for more
Drives to owned destination for additional consumption
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#LinkedInContent
AllstateIndustry: Financial Services
Best Practices & Observations:
Unique & revealing content on an interesting subject
Practical benefit of reading
Image catches your attention
Relevant to AllState’s biz & customers (Auto Insurance)
Subtle visual branding
Owned content hub is rich with content & great UX
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CitiIndustry: Financial Services
Best Practices & Observations:
Start with a question
Use “You”
Use a stat or figure
Thumbnail image conveys topic
Snackable (3 Tricks…) for the busy professional
Explains what’s in it for them: “Improving your body language can lead to significant biz success…”
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#LinkedInContent
CybercodersIndustry: Professional Services
Best Practices & Observations:
Explicit call out of their target audience in content (CTO)
Very succinct – 75 characters
Directs the reader to action
Image includes a human face with relevant quizzical expression
Uses numbered list in link headline
Teases the post description
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And finally…
Test
MonitorAnalyze
Optimize
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Key Takeaways to Drive Success:
STEP 1: Choose content that best suits your marketing objectives.
STEP 2: Utilize Direct Sponsored Content to remove the guesswork and A/B test your way to success.
STEP 3: Create your copy with the audience in mind. Personalize to make your content most relevant.
STEP 4: Optimize your landing page design for marketing goals: mobile, social and easy to capture leads.
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Check out these additional resources:
http://lnkd.in/SULeadGen http://lnkd.in/SUThoughtLeader
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LinkedIn Confidential ©2014 All Rights Reserved