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Strategies & Tactics To Increase Marketing ROI On LinkedIn
The document discusses strategies to enhance marketing ROI on LinkedIn, emphasizing the importance of engaging content and an always-on thought leadership approach. Key tactics include nurturing audiences through multi-product strategies, leveraging employee advocacy, and creating impactful thought leadership content that builds brand trust. Data indicates that B2B decision-makers engage more when brands continuously provide valuable insights, thus improving brand awareness and campaign performance.
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Strategies & Tactics To Increase Marketing ROI On LinkedIn
- 1. Sugam Agrawal Insights Lead,India LinkedIn Session 3 - Strategies & Tactics To Increase Marketing ROI On LinkedIn #inTC17 MARKETING ROI WORKSHOP: GETTING BETTER AT MEASURING IMPACT
- 2. Optimizing ROI isone the most crucial challenges facing digital marketers
- 3. Driving content engagementis most important lever to improving return on ad spend Probability of reaching your target audience is a product of Bid & Relevance Score A lower bid with a higher relevance score can still reach more people Highly engaging content bumps up your relevance score SCOREXBID RELEVANCE SCORE Click-through rate Comments Likes Shares Member feedback 3 $8 $12 $4 9 72 48 12 BID RELEVANCE SCORE COMBINED SCORE 4
- 4. Build trust inyour brand via an always-on thought leadership focused content strategy 1 Nurture your audience and convert leads effectively via a multi-product strategy 2 3 Amplify your message at every stage of the funnel via an employee advocacy strategy
- 5. Build trust inyour brand via an always-on thought leadership focused content strategy 1 Nurture your audience and convert leads effectively via a multi-product strategy 2 3 Amplify your message at every stage of the funnel via an employee advocacy strategy
- 6. Influencing B2B buyersis harder than ever reveal themselves to vendors immediately, with most doing so only after drawing up a shortlist of solutions Only 10+pieces of content consumed by B2B buyers during purchase process Source: LInkedIn – Be Present, Be Constant; Google Zero Moment of Truth study
- 7. What is ThoughtLeadership? A study by Edelman Trust “Free deliverables that organizations or individuals produce on a topic that they know a lot about, and they feel others can benefit from having their perspective on. Thought leadership, in this context, does not include content primarily focused on describing an organization’s products or services.” Formats of thought leadership include, but are not limited to: Research reports Similar such items that organizations make freely available (or in return for submitting contact information) Thought pieces EssaysVideos Webinars Presentations (live or published online)
- 8. helps brands stand out,build trust, generate demand
- 9. Thought Leadership helpsbrands … Open the conversation Build trust Generate RFP invitations What Decision Makers actually do after engaging with thought leadership: Decision makers said: “It (thought leadership) increased my trust in the organization” 82% 81% Business decision makers C-Suite executives 44% 55% Business decision makers C-Suite executives “Gave the organization your contact information” Decision makers said: 37% 41% Business decision makers C-Suite executives “After seeing its thought leadership: invited the organization to propose on a project” Source: Edelman 2017 Trust Barometer
- 10. True thought leadershipneeds ‘always-on’ approach B2B decision-makers are ‘always-on’ for business
- 11. Always-on results inbrand awareness uplift Global professional services brand 12% Increase over continuous media spend period 9% Decrease when media stopped Q1 Q2 Q3 Q4 Q5 Aided Brand Awareness
- 12. Always-on strategy iscost effective and performant Initial burst strategy … … was replaced by an ‘always-on’ approach that enabled brand to better engage with audience and improve cumulative campaign ROI/performance Spend Click Through Rate 8k 6k 4k 2k 0k 0.04 0.03 0.02 0.01 0 Source: LinkedIn data of an anonymized client example Jan 24 Jan 31 Feb 7 Feb 14 Feb 21 Feb 28 Mar 7 Mar 14 Mar 21 Mar 28 Apr 4 Apr 11 Apr 18 Apr 25 May 2 Jan 24 Jan 31 Feb 7 Feb 14 Feb 21 Feb 28 Mar 7 Mar 14 Mar 21 Mar 28 Apr 4 Apr 11 Apr 18 Apr 25 May 2 Anonymized client example
- 13. Build trust inyour brand via an always-on thought leadership focused content strategy 1 Nurture your audience and convert leads effectively via a multi-product strategy 2 3 Amplify your message at every stage of the funnel via an employee advocacy strategy
- 14. Driving recall viapattern recognition in today’s crowded landscape is essential for brands
- 15. Leading marketers usemulti-product strategy throughout customer journey
- 16. Complementary products reinforceeach other’s impact NURTURE REACH AQUIRE Sponsored Content Dynamic Ads Text Ads Sponsored InMail Lead Gen Forms
- 17. Reaching an audiencewith Text Ads and Sponsored Content can improve performance Average CTR Average CPC Without text ads With text ads 0.35% 0.44% $14.98 $13.81 Exposing audience to multiple products improves performance by: Better CTR Lower CPC Larger Mindshare Tech company (Security) | 500 employees Source: LinkedIn data of an anonymized client example; Tech Company (Security) I 500 Employees I Privately Held
- 18. Nurturing an audiencewith Sponsored Content improves InMail engagement Warm InMail: Sponsored InMail sent to a member who had been exposed to at least one Sponsored Content from the same advertiser in the past 30 days Cold InMail: as Sponsored InMail sent to a member who had not been exposed to Sponsored Content from the same advertiser in the 30 days before the InMail Open Rates Click Rates Cold InMails Warm InMails 46 63 3 6 ~1.4X ~2X LinkedIn-wide analysis for Q2 2017
- 19. Sponsored InMail optimizationtips USE FRIENDLY, LOW-PRESSURE CALLS-TO-ACTION (CTA) Commitment is hard § Members don’t want to commit to signing up. Nip that fear in the bud with breezy CTAs such as “try” or “free.” Top performing CTAs 1 2 3 4 5 Try Free Today Click Apply KEEP YOUR MESSAGE SHORT AND SWEET, AND INCLUDE HYPERLINKS Be short and sweet • Body texts under 500 characters have 46% higher CTR. Make your message interactive • Additional hyperlinks in the body lift CTR by 21%.
- 20. Sponsored InMail optimizationtips Don’t miss a beat. Always be on. • They open Sponsored InMails the most on Tuesdays. • Members click on Sponsored InMails the most during weekends. KEEP YOUR SPONSORED INMAIL CAMPAIGN RUNNING DURING WEEKENDS Be personable. Be approachable. • Member senders perform better than company senders. • Sponsored InMail messages from director level and below also yield higher open rates. SEND YOUR SPONSORED INMAIL MESSAGE FROM A PERSON INSTEAD OF BRAND
- 21. Build trust inyour brand via an always-on thought leadership focused content strategy 1 Nurture your audience and convert leads effectively via a multi-product strategy 2 3 Amplify your message at every stage of the funnel via an employee advocacy strategy
- 22. Trust in institutionsis eroding faster than before For the first time, “a person like yourself” is now as credible a source of information as an expert. 55% say individuals are more believable than institutions. Trust in mainstream media has also fallen to a 17 year low. A company’s social media is seen to be 61% more believable than its advertising.
- 23. Employees are yourmost trusted spokespeople
- 24. Employee networks area valuable marketing resource Source: Edelman 2017 Trust Barometer; LinkedIn internal data Employees are your most credible spokespeople Company CEO Senior executive Employee Activist consumer Academic Media spokesperson Business practices/ crisis handling Innovation efforts 21 23 37 29 22 11 24 31 33 25 21 11 26 26 32 22 23 13 21 23 30 29 22 14 Views on industry issues Partnerships/ programs to address societal issues higher click-through rate on employee’s share vs. shared by company Even on LinkedIn when sharing the same content
- 25. Employee networks areunder-utilized for marketing of employees share company relevant content today Only Employees have 5-10X more connections than company page have followers 100 Employee Shares 48 Company Page Views 16 Company Page Followers 48 Job Views 32 New Connections 96 Profile Views
- 26. LinkedIn Elevate makesit easy for employees to share your content with their networks Easily source content and suggest to employees Employees share content to their social networks See the impact your employees have driven
- 28.