linkedin sponsored updates for lead generation

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General guidelines for selecting content to distribute on a professional social network, as well as tactical best practices for optimizing conversions

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Page 1: LinkedIn Sponsored Updates for lead generation
Page 2: LinkedIn Sponsored Updates for lead generation

Jaime PhamContent Marketing ConsultantLinkedIn

Social Lead GenerationUsing native content promotion to convince and convert

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Setting the toneThe professional mindset

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If content is king and distribution is queen, then

context is the kingdom

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Be HelpfulProfessionals are looking for insights that will

help them be more productive and successful

Page 6: LinkedIn Sponsored Updates for lead generation

Be KnowledgeableThe research shows that the IT committee is looking for

experts and thought-leaders.

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leverage existing relationshipsengage before you askdon’t just talk about yourselfgreat stories are memorable

Be Social

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With lightweight, middleweight, and heavyweight content

Mix it up

Page 9: LinkedIn Sponsored Updates for lead generation

Rule #1 of content marketing: know what your audience wants to hear

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Why do members follow companies?

To learn about the company *

73% To stay informed on the industry

69% I used to work for the

company

47%

Top content type that tech followers in the US want to receive

New product launches (62%)Tech Events (61%)

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What your non-followers are sharing

LinkedIn Internal Data based on Member shares from 7/1 through 7/31

employee engagement

entrepreneurship

leadership

android

cloud computing

Example Articles per Trending Topic

• Five Reasons Why CEOs Should Love the Cloud : linkedin.com

• Don’t Sell a Product, Sell a Whole New Way of Thinking : blogs.hbr.org

• The Battle for the Internet of Things, and the Winner is… : linkedin.com

• Why A Stupid App Like Yo May Have Billion-Dollar Platform Potential : techcrunch.com

• What Predicts Success? It's Not Your IQ : linkedin.com• The Best Leaders at Google Aren't Stanford/MIT grads with

Perfect SATs : inc.com

• Don’t Waste Your 20s at Google or McKinsey : linkedin.com• 33 Entrepreneurs Share Their Biggest Lessons Learned from

Failure : huffingtonpost.com

• Micromanagers: Flushing Companies Down the Toilet, One Detail at a Time : linkedin.com

• 15 Signs You Have a Bad Boss : linkedin.com

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Mapping content to the funnel

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Infographics, blog posts, webinars, best practice guides, industry trends

Case studies, product reviews, analyst reports, webinars, ROI calculators, newsletters, white papers, research briefs

Product demos, trials, product reviews and comparisons, analyst reports

Recommendations, case studies, product news, tutorials

Consideration

Awareness

Purchase

Retention

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Capturing the leadBest practices for optimizing conversions

Page 14: LinkedIn Sponsored Updates for lead generation

Once the member clicks your update, delight them with an experience on your website that will convert.

Optimize Your Landing Pages

Landing pages should create a seamless experience from the update, providing a little more info than what was in the update -- with a prominent call to action to download your content to see the rest.

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Most importantly, make sure your landing page is mobile responsive – otherwise you are wasting leads.

Optimize Your Landing Pages

67% of clicks from Sponsored Updates will come from mobile.

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Optimize Your Landing Pages

No one wants to spend time filling out a lengthy form. Only capture the information you absolutely need – this will help with conversions, especially on mobile. Marketo reports a $10 drop in CPL when shortening a form from 9 fields to 5

Keep your forms short

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Examples

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 Companies that deliver value and collect leads

Pages to follow