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LinkedIn Marketing Solutions Louise Wilson | Head of New Business AUNZ
September 7th, 2020
The world we work in is rapidly evolving Limited data
Data overload
Mass reach
1:1 relationships
Do-it-yourself
Automation Work from office
Work from home
Amid these shifts, there’s never been a more interesting time to be a digital marketer
Sources: Global Web Index Coronavirus Research, March 2020, LinkedIn Platform Survey, March
44% of respondents
43% of respondents
report spending more time on social media right now
are now working remotely
30% of respondents
73% of respondents
say social media should provide live streaming of events at this time
agree that brands should advertise as normal or have no opinion at this time
The challenges that marketers still face daily
Complex buying journey
Distracted buyers
Internal pressures to prove value
Why leverage LinkedIn Marketing Solutions? We connect with professional audiences
Driving meaningful engagement
In an environment that yields results
Affluent audience
Intentional Mindset
Trusted platform delivering impact
Professional, Affluent Audience
11
million
700k 2x Sources: LinkedIn, DemandWave
Australian Members on LinkedIn
LinkedIn members are categorized as Affluent
LinkedIn’s audience has 2x the buying power of the average web audience
Intentional, Active Mindset 2-3x
Victoria Bolman
+33%
6x 82% Sources: LinkedIn Mindset research, LinkedIn Marketing Solutions Research, Content Marketing Institute
Members are 2-3x more likely to feel positive and purposeful after visiting LinkedIn compared to other platforms Brands have seen a 33% increase in purchase intent resulting from ad exposure on LinkedIn Audiences exposed to both brand and acquisition messages on LinkedIn are 6x more likely to convert 82% of marketers realize their greatest success on LinkedIn compared to other social channels
#1
Trusted Platform delivering impact Most Trusted Business Insider’s Digital Trust report
2019
2018 2017
Sources: Hubspot global customer analysis, Demand Wave digital marketing report, LinkedIn Mindset research
platform for B2B lead generation
2x
higher conversion rates
2-3x
lift in brand attributes
How to drive business growth on LinkedIn today
Executing a marketing strategy on LinkedIn Step 1
Step 2
Step 3
Step 4
Step 5
Plan for objectives
Find audiences
Establish community
Launch campaigns
Measure results
Step 1
Plan for objectives
Step 1: Plan
Investing in both long and short term is critical for growth
Brand Marketing
Demand Marketing
Creating memorable links between the brand and relevant buying situations to drive long-term growth
Creating urgency around specific offerings/services to drive short-term growth
Step 1: Plan
Our platform puts your objective first Objectives available in Campaign Manager
Awareness Brand Awareness
Consideration
Conversions
Website Visits
Lead Generation
Engagement
Website Conversions
Video Views
Step 2
Find audiences Target decision makers at scale
Step 2: Target
Reach a qualified audience with first-party targeting Targeting options based on member profile information
Company
Seniority
Education
Interests & Identity
Company name
Job title
Schools
Location
Company size
Job function
Degrees
Skills
Industry
Job seniority
Fields of study
Groups
Followers
Years of experience
Connections
Interests Age Gender
Step 2: Target
Whether you want to go wide or narrow Reach decision makers at scale with LinkedIn’s unique targeting capabilities
Your CRM
Reach new members who look like your most valuable audiences Lookalike Audiences
Audience Expansion
Narrow in on your target audiences and contact lists Matched Audiences
Retargeting
Step 3
Establish community Reach buyers when they’re in a professional mindset
Step 3: Launch
Develop a content strategy for your target audience The LinkedIn platform • Follow topics and trending hashtags to join relevant conversations • Leverage Content Suggestions on Pages to inform your content strategy
• Monitor industry activity by following your competitors’ LinkedIn Pages
Step 3: Launch
Educate LinkedIn members on your brand LinkedIn Pages • Post content on your Page daily • Comment and engage with members as a brand via your Page • Publish thought leadership content to demonstrate industry knowledge and expertise • Share information about your company culture and sense of purpose to build trust
More than 45% of all social media traffic to a company’s homepage comes from LinkedIn
Attitudes: What topics are Australian Mass Affluent interested in?
Topics driving more engagement with AU Mass Affluent audience vs. overall AU audience
Topics such as finance and economy, investment banking, equities & international real estate indicate focus on financial & investment activities, while topics like IT infrastructure & oil and gas suggest possible work areas, with executive positions suggesting probable work seniority levels
Source: LinkedIn Internal Data (Mar 2019 – Feb 2020). Target: AU segment modelling members who possess USD100k+ in investable assets. Baseline: All Members in Australia on LinkedIn minus those categorized as Target (Custom Mass Affluent Segment)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Technology Finance and Economy Natural World Digitization Executive Positions Capital Raising IT Infrastructure Construction Investment Banking International Real Estate Oil & Gas Equities Copper Nickel Asset Allocation Gold Capital Markets Leasehold Iron Ore Portfolio Management
191X 264X 238X 228X 253X 361X 222X 232X 355X 362X 341X 476X 472X 489X 441X 436X 431X 426X 385X 378X
Content: How many pieces of When contentdodoSingaporean I need to create to convert Mass Affluent leads in Australia? Buying Behaviour: SMBs make purchasing decisions?
On average Australia Mass Affluent need 5 brand/awareness and 6 lead generation impressions before becoming a lead. Note: Do not take this insight as gospel, there are too many variables for these numbers to be a ‘law of execution’. ..we recommend experimenting with your own campaigns and measuring performance against your past campaigns, not an industry average.
11+
Australia Mass Affluent need pieces of content on average to convert
45%
+
Brand/awareness impressions
55% Lead gen impressions
Source: LinkedIn Internal Data (Sep 2019 – Feb 2020). Target Audience: AU segment modelling members who possess USD100k+ in investable assets. * Calculations are done at a Member-Marketer Level and considers only nurtured leads
Step 4
Launch campaigns Connect with buyers to deliver value
Step 4: Launch
Leverage organic posts to test and learn
Post
Analyze
Amplify
Test and learn by posting about a variety of topics to see what’s resonating with your audience
Review organic performance regularly to identify top-performing organic posts
Promote top-performing organic posts using paid advertising in the feed, messages, and right rail
Step 4: Launch
Amplify beyond your organic following with paid solutions
Gimmoni x
Sponsored Content
Sponsored Messaging
Additional Ad Formats
Video Ad | Single Image Ad | Carousel Ad
Message Ad | Conversation Ad
Dynamic Ad | Text Ad
Step 4: Launch
Tips and Tricks to keep in mind with a smaller budget
Select the correct bid type
Ensure your bid is most suited for your campaign objective & budget (Automated or Manual bids)
Don’t hedge your bets
Reduce your time in market
Focus your budget on 1 or 2 audiences / products to increase impact and analyse what is and isn’t working well
We recommend a min. daily budget of $100 $200 per day to capture adequate clicks / data to inform optimisations
Front load your campaigns
Set daily budgets higher earlier in the campaign to generate more activity and data. Use your learnings to optimise and reduce daily budgets thereafter
Step 4
Measure results Build meaningful customer relationships on our trusted platform
Step 4: Measure
Customer Drive customer conversions Value The best way to understand your customers is by listening to what they need and adjusting your Layer Lead Gen business, brandForms and content accordingly. across paid campaigns
to convert prospects to customers
5x Source: What's a Good Conversion Rate?, WordStream
higher conversion rates than traditional landing pages
Step 4: Measure
Validate results against your objective Use Campaign Manager to manage campaigns and optimize for performance
Step 4: Measure
Customer Understand your page and Value website visitors The best way to understand your customers is by listening to what they need and adjusting your Leverage Page and Website business, brand and content Demographics accordingly. to analyze the
types of professionals who are visiting your page and website.
Case Study
ICICI Bank & LinkedIn Marketing Solutions
How ICICI Bank strengthened its brand among its key audience with a thought leadership campaign
The Challenge
Campaign Objective
There is a plethora of content in the marketplace positioned in the thought leadership space so how do retail banks add value to their customer journeys and create content that stands out
Position itself as a thought leader within the financial industry and drive brand salience
Target Audience
High net worth individuals and young working professionals
Case Study
ICICI Bank & LinkedIn Marketing Solutions How ICICI Bank strengthened its brand among its key audience with a thought leadership campaign
Targeting
Creative + Customer Journey
Results
4k new followers 80% added value earned media
1.76% engagement rate (284% above LI benchmark)
Step 1: Plan
Thank You louwilson@linkedin.com