[pubcon 2013] linkedin marketing

PUBCON LAS VEGAS

OCTOBER 24, 2013

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• “Social Media Management Software”

– Enterprise level product:

12 months/$100,000 commitment

• But WHO searches using this term?

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• “Ham-Fisted Bidders” are bidding on ego and

not on the results the advertising brings

• The more expensive the B2B offering, the

higher the bid

• Competition is high for a limited B2B audience

“RAID Data Recovery” $64 CPC

“business VOIP solutions $51 CPC

“managed hosting providers” $49 CPC

“data room services” $41 CPC

“VPS Dedicated Server” $32 CPC

“managed services provider” $31 CPC

“merchant account providers” $28 CPC

“medical billing software” $27

“best conference call service” $25 CPC

“domain names registry” $24 CPC

“online backup software” $24 CPC

“server monitoring software” $24 CPC

“managed IT services” $23 CPC

“CRM Software Programs” $22 CPC

“business credit card” $19 CPC

“business bank account” $15 CPC Search Engine Marketing Roundup

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• The growth of “low

search volume” keywords

in AdWords is exponential

• The keyword “Long Tail”

only exists when Google

lets it

• They are happy to “broad

match” overly broad

keywords at high CPCs

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http://www.youtube.com/watch?v=DJLDF6qZUX0

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Source: LinkedIn

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• LinkedIn Marketing Solution

– Display and social ads

– Dedicated LinkedIn account

manager

– Minimum spend = $25,000/

3 months

– Guaranteed inventory and

delivery

– Cost per impression (CPM)

– As low as $25 CPL

• LinkedIn Self-Serve Ads

– Text Ads with Small Image

– No Minimum Spend

– Cost per impression (CPM) OR

Cost per click (CPC)

– As low as $13 CPL

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• $10/day minimum

• No day parting

• GMT Time

• 0.02% CTR

• Keyword freedom

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Groups Company &

Title Targeting

SWEET

SPOT!

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• Know your buyer personas

– Who are your buyers?

– What messaging resonates with them?

• Use LinkedIn to target those individuals

with those specific offers/messages

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Google Retargeting

ads focused on IT

management show to user

User Responds to Offer (Fills out form)

User Does Not Respond to Offer

(Doesn’t fill out form)

User clicks on social ad

Mark person as

IT manager

Ad targeted towards IT managers

Landing page, focused on a

particular software

solution/offer

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“After two years of running this system,

we've not found anything it can’t manage.”

- InfoWorld Test Center

• Founded 2003

• 69% year over year growth

• HQ in Virginia

• Sales offices – London, Sydney

COMPANY

SOFTWARE

Enterprise / Corporate IT Service Providers Federal / Government

BEST ENABLING MSP

TECH

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• Big 4 – HP, IBM, CA, BMC

– Large ad budgets

– Established, highly recognizable brands

• New competitors constantly enter fray

• Noisy, crowded space

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• High cost per click

– Some upwards of $30/click

• Long tail keywords wouldn’t always

generate an ad

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0 50 100 150 200 250 300 350 400

2011

2012

Conversions

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2011 2012

Conversions

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2011 2012

Cost per Lead

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2011 2012

Cost

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281% 1178% (pipeline) (revenue)

ROI

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• Targeted to affinity/professional groups that

people self-select vs. search keywords

– Keyword context may not always be clear

• LinkedIn starts with groups that you KNOW the

size of, their common interests are, etc.

• LinkedIn is also cheaper for now because there

is less competition for advertising.

• LinkedIn targeting can be very specific – not

just to groups, but also down to companies and

titles.

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Google Retargeting

Ads

Nurturing via

Marketing Automation

Demographic Targeting via LinkedIn Ads

Opportunity

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Janet Driscoll Miller

jmiller@search-mojo.com

800-939-5938 x101

Google+: +Janet Driscoll Miller

(and +Search Mojo)

Twitter: @janetdmiller

Facebook:

www.facebook.com/SearchMojo