Exceed Your Demand Gen Goals with LinkedIn
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LinkedIn offers best-in-class solutions for marketers to drive quality leads at scale, unlocking greater ROI With LinkedIn, marketers can (1) target the audiences that matter most to their business -- including the accounts most important to their sales team -- (2) convert prospects in marketing- and sales-qualified leads, and (3) measure and prove the ROI of all your demand gen marketing on LinkedIn, including the quality of the leads you’re collecting for your business.
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Exceed Your Demand Gen Goals with LinkedIn
- 1. Target | Convert | Measure
- 2. Exceed your demand gen objectives with LinkedIn Target the professional audiences that matter most Convert People into high-quality leads Measure lead quality and prove value
- 3. More than ever, professionals turn to LinkedIn to find relevant content Newsfeed tailored to the professional mindset 40% yearly growth in feed engagement 2-3x increase in referral traffic to publishers 15x content vs. job postings in the feed
- 4. Track the lead metrics that matter most Cost per lead Cost per qualified lead Cost per acquisition, revenue per lead • LinkedIn advertisers often pay less per qualified lead and new customer acquired compared to other ads platforms. • LinkedIn leads also typically yield 2x the revenue of leads from Google
- 5. Target
- 6. Reach qualified prospects with targeting based on the professional profile All LinkedIn ad targeting options Company name Job title Member skills Field of study Company industry Job Seniority Member groups Degrees Company size Job function Member age Member Schools Location Years of experience Member gender
- 7. Demographic data from the LinkedIn profile *Target the prospects you care about more by retargeting your website visitors, or matching your email contacts, account lists, marketing automation segments, against the LinkedIn audience Our data + your data: Target the people most likely to become qualified leads Email contact targeting Website retargeting Account targeting Data integrations
- 8. Best practices for TARGETING 300,000 Audience Size 300+ Companies for Account Based Marketing Up to 300,000 Email Contacts for Contact Targeting It is important to balance targeting with scale to deliver results. As a rule of thumb, try to leverage function and multiple seniority levels instead of job titles. Account targeting requires a minimum of 300 accounts and a maximum of 30,000 accounts Scale is essential for contact targeting. Make sure to have a large list of contacts before creating a campaign. Otherwise, use LinkedIn’s demographic targeting to achieve scale.
- 9. Convert
- 10. Paid: Reach a targeted, and broader audience In the LinkedIn Feed: Sponsored Content In the LinkedIn Inbox: Sponsored InMail Through other native ad formats: Text Ads Build customer relationships through native ad formats unique to LinkedIn Organic: Build your brand and content On your Company Page Showcase Pages Through Long-form post
- 11. Sponsored Content Engage your prospects with relevant content in the world’s only professional feed and in premium placements beyond Build customer relationships at every stage of the buyer’s journey on mobile, desktop, and tablet.
- 12. LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business
- 13. LinkedIn Text Ads Generate quality leads with an easy PPC solution
- 14. LinkedIn Lead Gen Forms for Sponsored Content Capture quality leads using forms that are pre-filled with LinkedIn profile data Improve conversion rates on mobile Measure your ROI, including the specific audience segments you’re converting into leads Easily manage your leads: Download from LinkedIn or send to your CRM or marketing automation system
- 15. Best practices to CONVERT people to quality leads Use Lead Gen Forms to increase conversion rates Design your landing pages for mobile visitors Start with Sponsored Content & Text Ads Lead Gen Forms can get up to 3x better conversion rates than Sponsored Content driving traffic to advertiser landing pages with standard lead forms. 80% of engagement with Sponsored Content happens on mobile. Ensure your landing pages are mobile- optimized so you capture as many leads as possible on your site. The CPC payment model will allow you to test and learn to achieve the best conversion rate possible. InMail is a cost per delivery of ~$1.00 which may limit your ability to test when getting started.
- 16. Measure
- 17. Measure your website conversions, leads, and campaign ROI—down to the audience level
- 18. Best practices to MEASURE lead quality and advertising ROI Add the LinkedIn Insight Tag to your website Use conversion tracking Measure lead QUALITY using demographic analytics The Insight Tag lets you measure conversions, site visitors, and other meaningful business data. Measure leads collected on your website with LinkedIn’s free native conversion tracking tool Ensure you’re converting the RIGHT people: Use LinkedIn’s campaign reporting to measure the types of segments you’re converting.
- 19. Putting it all together A step-by-step path to demand gen on LinkedIn
- 20. 1 0 Target people likely to convert with Matched Audiences to engage people who’ve shown affinity for your brand; for example, website visitors. Target Convert Measure 0 Target your ideal customer persona with accurate, profile- based demographic targeting. 0 Publish content relevant to the professional mindset on mobile and desktop by leveraging Sponsored Content, Sponsored inMail, and Text Ads. 0 Measure lead quality, return on ad spend, conversion rates, new site visitors acquired, and more using built-in campaign lead reporting and conversion tracking. 0 Use campaign and website analytics to optimize your results for even greater impact: adjust your ad targeting and creative, your landing pages, and more. 0 Seamlessly collect leads using forms pre-filled with quality LinkedIn profile data: On your website with LinkedIn AutoFill, or directly in the LinkedIn app with Lead Gen Forms. 1 2 34 5 6
- 21. A LinkedIn member visits a brand’s website FixDex There are many challenges associated with finding just the right target audience for your ad campaigns. You may have trouble delivering ads on a consistent basis, engaging new prospects, or you may have hit a “reach ceiling” and maxed out impressions that
- 22. The brand retargets site visitors with ads on LinkedIn
- 23. Scenario 1: Member clicks on an ad and converts directly through the LinkedIn app using LinkedIn Lead Gen Forms
- 24. The brand measures the impact of their campaigns through LinkedIn’s ads platform, using the data to prove ROI and optimize their spend
- 25. How To Go Live Budget, Flight, Admin Audience + Content PO# Campaign Budget Campaign Duration LinkedIn Profile URL for Admin Scalable audience 140 characters for Sponsored Content with a landing page to gated content assets LinkedIn will generate a SOW for MSFT and use a PO# to go live. 2-4 business days from submission to go live date.
- 26. Make Sure to Have an Admin of MSFT Company Page Optimize Landing Pages Measure Quality Audience! We require that an admin post new Sponsored Content. Make sure to reach out to an admin to go live. Landing pages will ultimately dictate the success of your campaign. Make sure your landing pages are optimized for conversions. LinkedIn’s data allows us to get targeted and reach a higher quality audience. Make sure that audience quality is part of the results you will measure!
Notas do Editor
- Marketers are more likely than ever to have a seat at the revenue table with the C-suite. But with this raised profile comes added accountability. Increasingly, marketers are concerned with how to exceed demand gen objectives that demonstrate their impact to the bottom line.
- Where does LinkedIn fit into this picture? LinkedIn offers best-in-class solutions for marketers to drive quality leads at scale, unlocking greater ROI With LinkedIn, marketers can (1) target the audiences that matter most to their business -- including the accounts most important to their sales team -- (2) convert prospects in marketing- and sales-qualified leads, and (3) measure and prove the ROI of all your demand gen marketing on LinkedIn, including the quality of the leads you’re collecting for your business.
- What makes LinkedIn such a valuable platform? Simply put, it’s the fact that LinkedIn is the place where a premium audience of decision-makers goes specifically to find relevant, professional content. When members come to LinkedIn, they’re primarily looking for content that’s relevant to their professional lives: industry news and trends, professional best practices and insights, thought leadership, and more. This preference for business-oriented content means members are more likely to engage with – and ultimately convert from – your ads, provided you tailor them to meet your audience’s professional interests and goals while they’re on LinkedIn. In fact, our research shows that LinkedIn members are 26% more favorable to content from brands than they would be on comparable social platforms. We’ve seen significant rises in the amount LinkedIn members engage with content: Content gets 15x more weekly feed impressions than jobs postings. Moreover, engagement with content in the newsfeed is growing 40% year over year. Referral traffic to publishers is also growing 2-3x year-over-year, indicating that more people than ever are clicking on professionally-relevant stories in their feeds. Content is what drives them. We are releasing innovations like Trending Storylines (https://lnkd.in/gSg57qB) that make it easier than ever for members to find content that’s trending in their networks, companies, industries, and more, using a mix of algorithmic and editorial signals. The content that your audience regularly consumes on LinkedIn may come from a variety of sources: their personal connections, any of the 2M publishers on LinkedIn, one of 500 Influencers and high-profile thought leaders, or any of the 7 million posting content to LinkedIn.
- Tracking the right metrics is crucial to show your success. Rather than track pure cost per lead, you use your campaign data to show how many qualified leads and new customers you’re acquiring as a result of your LinkedIn ad spend. When marketers measure down the funnel and look at these metrics that most closely align with their goals and their sales team’s goals, they find that LinkedIn often outperforms other ads platforms when it comes to cost and quality. [NOTE TO REP: if you like, you can use this stat as a talking point…”On average, LinkedIn advertisers pay 47% less per qualified lead compared to Facebook, and 20% less per new customer compared to Facebook or Google. This is based on a customer-provided analysis of 20 brands’ ad campaigns in the higher ed space. You can also cite this case study from Newscred (https://lnkd.in/gWf9yvs) or this case study from NetBrain to show how effective LinkedIn is at driving qualified leads (https://lnkd.in/gyVG9Dc).] [The 2x revenue per lead stat comes from B2B software companies and was provided by Bizible Measures, a marketing analytics company, in 2016: http://bit.ly/2ehR07b]
- When you set up an ad campaign on LinkedIn, you have powerful choices for how you choose to target your audience. You can target your content and messaging to nearly 500M professionals based on accurate, complete data in their LinkedIn professional profiles – characteristics like their seniority, job function or title, company name, geo, skills, industry, and more. This helps your reach an ideal customer persona your sales team might consider a qualified lead. But you can also take your own first-party data and match it against the LinkedIn global member base to engage people even more likely to convert into qualified leads. For example, you can retarget people who’ve recently visited your website, import segments from your marketing automation platform, target lists of millions of email addresses from your CRM, or engage people who work at the thousands of companies on your sales teams’ target account list. Combining LinkedIn and first-party data helps you target people who’ve already displayed an affinity for your brand. Hundreds of advertisers have already found that leveraging their own first-party data in their LinkedIn targeting can significantly improve cost per lead by up to 14%.
- And here’s how all these solutions fit together into a comprehensive plan for LinkedIn marketing…
- We’re just getting started. With LinkedIn’s recent acquisition by Microsoft, our combined companies have unique assets that marketers increasingly need to be successful: Powerful demographic data from LinkedIn, intent and productivity data from Microsoft, and the scale of over a billion users. We’ve already completed some initial integrations with Microsoft’s product suite – for example, allowing marketers to send their leads from their LinkedIn campaigns to their Microsoft Dynamics 365 CRM account, leveraging email lists from their Dynamics account in their LinkedIn ad targeting, or placing some ads on properties like MSN.com. But we’re only at the beginning of our Microsoft integrations and helping marketers get even better ROI from their LinkedIn ad spend. We look forward to keeping you in the know as we build more solutions to help you collect quality leads and engage a professional audience with a combined LinkedIn and Microsoft ad suite.