june 30 inbound lunch bunch- using linkedin to attract customers
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Welcome to the Inbound Lunch Bunch
June 2016
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June:Using LinkedIn to
Attract New Customers
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Introductions
Maneesha Manges, Director of Consulting• Over 15 years of experience in digital marketing• Consulting experience in the association world
around digital strategy, field and social media marketing and change management
• Expertise in lead generation
Ways to Connect:• Twitter: @maneeshamanges• LinkedIn: www.linkedin.com/in/maneeshamanges
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• Housekeeping:• We’re brown baggin’ it – informal, loose,
interactive• Tons of resources available:
• All of last year’s Inbound Lunch Sessions available on demand: http://site.highroadsolution.com/inbound-lunch-bunch-page
• Toolkits: http://pages.highroadsolution.com/toolkit-list• If I suddenly drop off the call, hang tight, I will dial
back in!
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Inbound Refresher.
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Basics of Inbound Marketing
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Marketing Technology Stack
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Smart MarTech Stack
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Digital Advertising
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Consider the Reach that Paid Digital Advertising Offers
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Why LinkedIn vs Facebook or Twitter?• Already known as a professional network• Data is relevant for associations
• Job titles• Career paths• Education• Industry interests• Groups and content around topics• Affiliations with other professional entities
• Easier to identify your prospect pool on LinkedIn
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Evaluate.
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LinkedIn• Company Homepage• Group Page• Pulse• Text and Image Ads• Sponsored Updates:
• Paid content that appears in a members news feed across all devices and in app
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Impact of Sponsored Updates on LI?
Reach net new customers who have no idea who you are and what you can offer them Sponsored
InMailEDUCATE
SEO (Google, for example)
Your customer acquisition funnel:
Sponsored Updates
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Two Types of Sponsored Content on LI:
Sponsored Updates: Direct Sponsored Content: • Does not appear on the
company or showcase page • Can be personalized based
on your targeting • Create multiple versions to
A/B test
• Appears on the company or showcase page to your followers
• Can be amplified to your audiences in your paid program
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Most Effective Content is….• Valuable – contains information which helps prospect
to learn something new• Relevant – right message for the right audience• Strong in tone & voice – aligns to your brand, invites
the prospect to learn more / take action, concise and to the point
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• Getting Started – Select Your Goal
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Targeting Best Practices:• Broader = Better
• Broader targets allow for gathering of statistically significant data
• Tend to have lower CPCs than more niche segments
• 300K or Higher• For scale purposes
• Layer Narrow with Broad Targets• When testing a niche target (Job Titles), include broader
segments to increase scale and gather more data
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Bidding Best Practices:• Bid above the range - $1 to $2 above to be
competitive• Front-load daily budgets• Remove total budgets
• Avoid duplicating campaigns
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Recap.
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Use LinkedIn to Attract & Convert• LinkedIn is your pond – it has the right type of fish• Consider Paid / Sponsored Content for additional
uplift• Like a garden, needs constant nurturing• Align campaigns with your Marketing and Social
Media Calendars• Check results and look at those people sharing your
content
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“Instead of using technology to automate processes, think
about using technology to enhance human interaction.”
Tony Zambito