The document discusses strategies for lead generation on LinkedIn. It recommends identifying the target audience using historical data and personas. It suggests using different ad formats like standard text, sponsored content, and lead generation forms to effectively connect with candidates. It stresses the importance of testing content like copy and images to understand what resonates. It also emphasizes measuring ROI by utilizing the reporting tools to continuously improve performance. The key is to listen to understand the audience, find the right candidates through strategic targeting, and maximize results by analyzing metrics.

1. Lead Generation on LinkedIn
​Jeff Weiner
​Chief Executive Officer
​Michelle Rhatigan
​Sr. Digital Account Manager
Converge Consulting
​Nicole Hitpas
​Director, Program Marketing
​ Emory University
#EDUCONNECT17

2. #EDUCONNECT17
LISTEN. FIND.
MAXIMIZE.
Lead Generation on LinkedIn
#EDUCONNECT17

3. #EDUCONNECT17
Overview
Converge + Emory Present
Lead Generation
on LinkedIn
LISTEN
Identify Your Audience
MAXIMIZE
Measure Your ROI
FIND
High-Impact Targeting

4. #EDUCONNECT17
Identify Your Audience
LISTEN

5. #EDUCONNECT17
COMMUNICATION
ENGAGE STAKEHOLDERS
Align your team.
• Leverage historical data
• Create prospect personas
• Give visibility into results
Program
Office
Admissions
Career
Office

6. #EDUCONNECT17
High-Impact Targeting
FIND

7. #EDUCONNECT17
HIGH-IMPACT
TARGETING
Understand your audience.
• Industry + Years of Experience
• Job Seniority + Function
• Field of Study + Undergrad school
• Feeder companies

8. #EDUCONNECT17
AD FORMAT
STANDARD TEXT
Create action-oriented
messaging with impact.
• Logo vs image
• Strong copy
• Regular bid adjustments
• EDU CTR benchmark: 0.03%

9. #EDUCONNECT17
AD FORMAT
SPONSORED CONTENT
Offer high-value resources and
program information.
• Concise headline
o Try a question or hook
• Include strong imagery + video
• Relate to your audience
o Student stories
o Alumni advice
o Interesting facts or event recaps
• EDU CTR benchmark: 0.35%
o 10x increase from text ads

10. #EDUCONNECT17
AD FORMAT
LEAD GEN
Make it easy to inquire.
• Minimize the number of fields
o Avoid those requiring manual input
• Include link for desktop users
• Ensure there’s a clear next step
• Compared to regular Sponsored Content
o +18.5% click-through-rate
o +87.9% conversion rate

11. #EDUCONNECT17
Measuring Your ROI
MAXIMIZE

12. MEASURE + MAXIMIZE
PUT YOUR DATA TO WORK
Test, test, test.
• Consistently rotate copy and imagery to understand what your ideal audience responds to
• Create compelling ads for identified personas
• Capitalize on the reporting tools on platforms
#EDUCONNECT17

13. #EDUCONNECT17
• Listen: Know your audience. Utilize historical data to
achieve optimal results.
• Find: Connect with right-fit candidates through a mix of
strategic ad types and placements.
• Maximize: We know nothing without metrics. Set yourself
up for success and make it easy to share ROI.
KEY TAKEAWAYS.
#EDUCONNECT17

14. #EDUCONNECT17
THANK YOU.
QUESTIONS?
@convergeorg
convergeconsulting.org
#convergepresents
@emorygoizueta
goizueta.emory.edu
#MeetGoizueta