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Engaging your Audience with Sponsored InMail

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LinkedIn Sponsored InMail is the most direct way to reach prospects by delivering personalized messages straight to their LinkedIn inbox. In this deck, you'll learn how to leverage Sponsored InMail to engage your target audience and generate leads with real-world examples of successful campaigns.

Publicada em: Marketing
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Engaging your Audience with Sponsored InMail

  1. 1. Welcome and thank you for joining LinkedIn’s Live Webinar • We will start the Live Webinar at 11am PT | 2pm ET • Please note that the audio portion will stream through your PC/Laptop speakers. There is no separate dial-in option. Be sure to check your speakers to ensure they are turned on and that volume is at an audible level. • Please enter questions into the Q&A module • Check out the Resources module for the slides and related content • If you have any technical difficulties, please click on the Help widget BEFORE WE GET STARTED
  2. 2. LIVE WEBCAST Back to LinkedIn: Engaging your Audience with Sponsored InMail
  3. 3. Yohanna Andom Associate Product Marketing Manager Allie Jolliff Senior Client Solutions Manager
  4. 4. TODAY’S AGENDA 1 Brief overview of Sponsored InMail 2 Live demo and set-up of a Sponsored InMail campaign 3 Customer success stories 4 Sponsored InMail best practices 5 Q&A
  5. 5. POLL Q: How confident do you feel about your knowledge of Sponsored InMail?
  6. 6. W H A T I S S P O N S O R E D I N M A I L ?
  7. 7. Mobile-optimized design for easy clicks Real-time delivery ensures timely reach Uncluttered professional context Flexibility to tailor your content LinkedIn Sponsored InMail Sponsored InMail allows marketers to engage professionals through a unique and native channel: messaging
  8. 8. ‘Sticky’ Call to Action button
  9. 9. Branding Direct Response Brand awareness Product education or launch Customer loyalty o Luxury goods & services o Automotive & marine o Airline & hotels o Financial services Event & webinar registration o Invitations o Industry events o Webinars & webcasts o Newsletter sign up Program & certification enrolment o MBA, Post-grad, executive education o Online course, certifications Content distribution, education, demo o Whitepaper download o Webinar/ podcast recording o Demos/ Trials o infographics Lead Generation o Use Lead Gen Forms to generate high- quality leads at scale o Use Matched Audiences to retarget with SI. This multi- product strategy saves SC campaigns with high CPLs. o Can include Privacy Policy How to use Sponsored InMail Awareness for high consideration Campaign-based programs for timely leads
  10. 10. L I V E D E M O
  11. 11. 1 2 Leverage the 300x250 pixel banner ad Include a hyperlink in the body text Include a CTA that was short & effective TAKEAWAYS 3 4 Use an individual as a sender 5 Use in conjunction with other products for better ROI
  12. 12. R E P U R P O S I N G C O N T E N T
  13. 13. To make things even more concrete, here are some customer use cases. o If your campaign is under pacing you should review your bid to confirm if it has been set high enough to be competitive in the auction. o Best practice is to set your bid rate $1 above the top bid range. Bid prices can fluctuate several times throughout the day so this will enable you to consistently stay competitive. Turn your Sponsored Content into a Sponsored InMail!
  14. 14. C U S T O M E R S U C C E S S S T O R I E S
  15. 15. Objective: Awareness Campaign Details: The goal of this campaign was to build consideration of IBM Watson solutions on AI, and to encourage a whitepaper download ● Duration- Q1 2018 (Feb 1- March 31) ● Target Audience: LinkedIn members working in the IT Industry in France (690k members) Performance Stats: ● Out-performed Open Rate benchmark by 10% ● Out-performed Clicks/Send benchmark by nearly 5%
  16. 16. Mobile VersionDesktop Version
  17. 17. 1 2 Leveraged the 300x250 pixel banner ad Included a hyperlink in the body text Included a CTA that was short & effective IBM Highlights 3 4 Used an individual as a sender
  18. 18. Objective: Awareness & Lead Gen Campaign Details: This campaign aimed to increase awareness of a satisfying career (Cardiac Device Clinical Specialist), while also increasing leads for their 24-week bootcamp. ● Duration: Ongoing campaign beginning in Jan 2018 ● Target Audience: ○ Education: Recent college grads ○ Skills: Health related majors. Performance Stats: ● Out-performed Open Rate by nearly 10% ● Out-performed Clicks/Send rate by over 5%
  19. 19. Mobile VersionDesktop Version
  20. 20. 1 2 Leveraged the 300x250 pixel banner ad Included a hyperlink in the body text Included a CTA that was short & effective PrepMD Highlights 3 4 Used an individual as a sender
  21. 21. S P O N S O R E D I N M A I L B E S T P R A C T I C E S
  22. 22. Best Practices Make your message interactive Additional hyperlinks in the body lift CTR by 21%.
  23. 23. 2 is better than 1 Advertisers gained 37% higher Sponsored InMail click-through rates when running Sponsored Content to the same audience on the same day. Best Practices
  24. 24. Best Practices Don’t miss a beat. Always be on. Members open Sponsored InMail the most on Tuesdays, and click on Sponsored InMail the most during weekends
  25. 25. Best Practices CTA buttons with 1 or 3 words have 13% higher click-through rates.
  26. 26. Best Practices Use Sponsored InMail For High- Value Audiences Sponsored InMail allows for a one:one conversation with executives. Our tests of InMail aimed at executives have resulted in open rates as high as 67%. The targeting included: •Function: Marketing, Media & Communication •Company Size: 200+ •Seniority: CXO
  27. 27. 1 2 Members can only receive one Sponsored InMail every 45 days WHAT ELSE SHOULD I KNOW? Sponsored InMail is sold on a CPS (Cost Per Send) Expanding targeting to increase reach can help you capitalize on lower prices and available inventory3 For a full list of our latest best practices, see our Best Practices Handbook
  28. 28. POLL Q: After this webcast, how confident do you feel about your knowledge of Sponsored InMail?
  29. 29. Q&A
  30. 30. APPENDIX
  32. 32. Top To Do’s Best Practices Cheat Sheet • Ensure your message resonates with your target audience • Always ask, “why would the audience read this? • Use a sender with credibility and relevance Optimizing for relevance 1 • Clearly outline benefits to the member for engaging with this message • Use concise, compelling and conversational intros • Include a concise call to action and be clear about what the member should do • Make sure landing pages are optimized for mobile traffic Optimizing content 2 • Test to see what works with the audience and then refine • Be resourceful and use your existing content by reworking it to be conversational • Be genuine 3 Amplify and personalize
  33. 33. Top Don'ts Best Practices Cheat Sheet • Avoid content that sounds like a brochure or infomercial • Don’t cast too wide of a net (e.g., “You or a colleague may benefit from this … ”) • Avoid “!!!” and ALL CAPS • Don’t overload message with multiple calls to action Pushy content 1 • Avoid mixed messaging. The landing page should match the call to action and message • Your landing page should align with your goal (e.g., PDF is not ideal for conversions) Hard-to-navigate website 2 • Avoid getting all details into the message, your landing page should do the educating • Don’t have a call to action that’s too long, it will get cut off on mobile • Using a closing salutation if the message is coming from a company 3 Too much or too vague