how to generate leads and build brand using linkedin sponsored updates
TRANSCRIPT
Jon Lombardo LinkedIn,
Content Marketing Lead
Chris Bolman Percolate,
Director of Integrated Marketing
HOW TO
GENERATE LEADS AND BUILD BRAND
USING LINKEDIN SPONSORED UPDATES (in just 29 minutes)
AGENDA
1. WHAT ARE SPONSORED UPDATES?
2. WHY GREAT CONTENT IS ESSENTIAL TO MODERN MARKETING
3. HOW TO TURN YOUR CONTENT INTO SPONSORED UPDATES
4. THE IMPORTANCE OF TESTING, LEARNING, AND OPTIMIZING
5. LEARN FROM A SOPHISTICATED MARKETER: PERCOLATE
6. HOW TO GET STARTED TODAY
WHAT YOU WILL LEARN TODAY
THREE FEATURES THAT SET SPONSORED UPDATES
APART
ACCURATE PROFILE-BASED TARGETING
PROFESSIONAL MINDSET CREATES A FAVORABLE
CONTENT MARKETING ENVIRONMENT FOR BRANDS
PREMIUM AUDIENCE
THREE REASONS TO INCLUDE SPONSORED
UPDATES IN YOUR MEDIA MIX
OPTIMIZED FOR MOBILE, TABLET & DESKTOP
USEFUL FOR BRAND BUILDING, CONTENT ENGAGEMENT
& LEAD GENERATION
PERFORM 3X-5X BETTER THAN TYPICAL DISPLAY ADS
Content Matters:
10
74%
90%
Number of pieces of content buyers engage with to
research their purchase. -Source: Google, Zero Moment of Truth Study
Of B2B buyers choose a vendor that’s first to help
them with useful content. -Source: Inside Sales
Amount of purchase process that buyers complete
before making contact with vendor. -Source: Forrester
PEOPLE BUY YOUR PERSPECTIVE FIRST AND
YOUR PRODUCTS SECOND
Keys to Great Thought-Leading Content YOU NOW SHARE YOUR PERSPECTIVE
THROUGH THOUGHT LEADERSHIP
PRO TIP: FOR THE 8 CRITERIA OF THOUGHT LEADERSHIP, CONSULT THE BLOOM GROUP’S BLOG POSTS.
On LinkedIn, Speak to the Professional Mindset
-Source: The Mindset Divide: Revealing the Emotional Differences
Between Personal and Professional Networks
AND EXPECTS TO HEAR FROM BRANDS THAT
OFFER THOUGHT LEADING ANALYSIS
On LinkedIn, Speak to the Professional Mindset 6 QUESTIONS TO ASK YOURSELF WHEN
PRODUCING CONTENT FOR LINKEDIN
On LinkedIn, Speak to the Professional Mindset GREAT CONTENT ‘FRAMES ALL THE THINGS’
PRO TIP: REVIEW UPWORTHY’S SLIDESHARE PRESENTATION ON ‘THE SWEET SCIENCE OF VIRALITY’ FOR MORE TIPS
Make Your Pages Mobile Ready DESIGN FOR MOBILE
PRO TIP: 75% of Sponsored Updates
engagement comes from mobile
The System of Record for Marketing
PERCOLATE OVERVIEW
Percolate, provides software
for managing marketing and
advertising campaigns,
content, and workflows,
conducts ongoing marketing
campaigns to share valuable
insights via webinars and
original research to
prospective customers.
34
BUILD BRAND MEMORY, DISTRIBUTE THOUGHT
LEADERSHIP, AND GENERATE LEADS
1. ATTRACT QUALITY LEADS
• Senior marketing decision makers
• Enterprise ($250M+ revenue)
• NAMER and EMEA
2. DRIVING ENGAGEMENT WITH
THOUGHT LEADERSHIP
• Editorial and blog posts
• Original research and reports
• Webinars
36
1. Customers buy because of “mental
availability” + “physical availability”
2. Your content system should be
designed for both
3. Best approach we’ve found to date is
original, distinct thought leadership
and data journalism
1. BUILD BRAND WITH VALUE, NOT JUST IMPRESSIONS Don’t serve an ad, deliver creative content that helps your audience
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• TAILOR MESSAGES TO DIFFERENT AUDIENCES
• Buyer persona
• Buyer problem or solution need
• Product category / interest
• Industry vertical
• Company size
2. TAILOR MESSAGING TO THE RIGHT AUDIENCE Keep optimizing your targeting until you have confidence it’s working
38
• Test different paths to conversion
• Sometimes it’s best to just go direct
(response)
• Treat the SU, offer, and content asset
as one complete creative package
3. GO FOR THE CONVERSION Don’t be afraid to link to a landing page if offer is relevant compelling
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• Test different variations, Direct
Sponsored Content can help
• Cycle your creative
• Don’t be afraid to completely
reposition the same content
4. KEEP TESTING AND UPDATING CREATIVE Percolate works on 15, 30 and 90 day cycles
41
• KPIs
• Referral traffic
• Leads (and conversion rates)
• MQLs, SQLs
• Opportunities + revenue
• Calculate your CAC or CPL and
compare it to average revenue per
customer
WHAT WE MEASURE Traffic, conversions, conversion rates, lead quality, and sales opps
43
LINKEDIN DRIVES LEADS AND ENGAGEMENT
#1
Channel for content leads
91%
Above average CTR
11%
Above average engagement rate
3X+
Increase in followers
45
1. BE CREATIVE. Every element of the creative matters, including copy,
image, and link description. They need to work together to win your
target's attention and fulfill the brand promise around the content.
2. TEST & LEARN. Continue to learn from campaign results – use these
insights to fine-tune updates, improve performance, and provide feedback
to editorial.
3. RE-TOOL. If an update isn’t performing, don’t be afraid to retool it and
put it in front of your audience again.
KEY TAKEAWAYS
Time to Put These Ideas to Work!
1. EDUCATE YOURSELF. Visit marketing.linkedin.com to download the
sophisticated marketer’s guide to Sponsored Updates.
2. GET A PARTNER. Ready to scale your content marketing on LinkedIn? Work
with a LinkedIn Certified Marketing Partner today: https://lnkd.in/bTg2XPj.
3. REACH NEW AUDIENCES TODAY. If you’re the admin of your LinkedIn
Company Page, you can also sponsor an update at linkedin.com/ads.
GET STARTED TODAY WITH SOME HELPFUL
RESOURCES