Always-OnMarketing

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ALWAYS-ON MARKETING

Today’s Speakers

Tweet with us @LinkedInMktg

-What It Is-Why Marketers Are Embracing It-Why Content Marketing and Always-On Marketing Work Hand-in-Hand-Building a Strong Foundation

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ALWAYS-ON MARKETING

Introduction

Ensuring Your Information Is Available to Your Prospects and Customers, Always

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ALWAYS-ON MARKETING

What Is Always-On Marketing?

-Hotels-Hospitals-Diners

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ALWAYS-ON MARKETING

Some Always-On Businesses

The 24-Hour, 800 Number for Customer Service

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ALWAYS-ON MARKETING

Always-On Meets Marketing

Your Website…

You’d Never Even Think of Turning That Off

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ALWAYS-ON MARKETING

Digital Makes Always-On Available for Every Business

Each of These Can Be Always-On…

-Websites-Email Campaigns-Search Engine Marketing-Display and Social Advertising

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ALWAYS-ON MARKETING

The Evolution of Always-On Marketing

For One Reason…

Because Your Customers Are Always-On

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ALWAYS-ON MARKETING

Why Has Always-On Marketing Become Essential?

— Matt Heinz, President, Heinz Marketing

“This is a world where buyers have more control and more power than they ever did.”

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On laptops, on tablets, on smartphonesIn coffee shops, on their commutes, at work, in every time zone around the globe

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ALWAYS-ON MARKETING

Your Buyers Are Self-Educating

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ALWAYS-ON MARKETING

B2B Buyers Crave Knowledge

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— Matt Heinz, President, Heinz Marketing

“This is a world where buyers have more control and more power than they ever did.”

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Content Must Never Sleep

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ALWAYS-ON MARKETING

In This World…

Deliver Knowledge to the Right People at the Right Time on the Right Device in Every Stage of the Buyer’s Journey

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ALWAYS-ON MARKETING

The Goal…

— Meagen Eisenberg, CMO, MongoDB

“I think you can accelerate the buyer’s journey if you use always-on marketing in the right way.”

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-Know Your Audience-Create Great Content Throughout the Buying Cycle-Make Your Content Work as Hard as Possible-Measure Purposefully and Carefully

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ALWAYS-ON MARKETING

4 Steps to Building a Solid Always-On Marketing Foundation

-Identify your best customers-Build personas-Confirm what information your customer want/need

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ALWAYS-ON MARKETING

Know Your Audience

-Awareness/Thought Leadership-Explain the Options to Solve Problem You Address-Finally, Discuss Your Product/Service

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ALWAYS-ON MARKETING

Create Great Content Throughout the Buying Cycle

Always-OnMarketing

ALWAYS-ON MARKETING

Make Your Content Work As Hard As Possible

-Promote organically on social media-Don’t overlook paid: Rule of thumb is to spend twice on promoting content what you paid on creation-Leverage LinkedIn: Company Pages, Showcase Pages, Sponsored Content, SlideShare, Elevate

Establish Your Objectives and Measure Performance Based on those Goals…

-Upper Funnel: Brand Lift-Mid Funnel: Engagement, Social Shares-Lower Funnel: Leads, MQLs, Pipeline, Revenue

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ALWAYS-ON MARKETING

Measure Purposefully and Carefully

An inside look at the LinkedIn Marketing Solutions team’s strategy for

Always On Marketing

We’re on a mission to end provisional marketing

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ALWAYS-ON MARKETING

Our team’s philosophy

“It means that instead of thinking in terms of one-off campaigns, stunts, or short-term initiatives, you

consistently aim to build and retain your audience on an ongoing basis—more like regular exercise than a

shot in the arm.”—Shane Snow

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Exercise:Which Channels are

Always-on?

ALWAYS-ON MARKETING

Email

Email Nurture

Display Advertising

Sponsored InMail

Sponsored Updates

Webinars

Social Media

Blog

Facebook Ads

Google Display

SEM

Content Syndication

Website

Events

Organic

Retargeting

Always-OnProvisional

EmailEventsWebinars

WebsiteEmail NurtureDisplay AdvertisingLinkedIn Sponsored ContentSocialBlogPaid Media (Facebook, GDN)RetargetingOrganicContent SyndicationSEM

Sponsored InMail

Sponsored InMail

Shift from campaign to conversation29

ALWAYS-ON MARKETING

Multi-channel approach

Sales

Email

SEMSponsored ContentPaid Media

(off platform)

Social feeds

LinkedIn Display Webcasts

Asset Landing Page

Channels

Sponsored InMail

Blog

ALWAYS-ON MARKETING

Always-on Promotion

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ALWAYS-ON MARKETING

Always-on Content

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1. Sponsored InMail2. Content Syndication3. Email-Nurture4. Sponsored Content5. LinkedIn Display

***88% MQLs driven from Always-On campaigns

ALWAYS-ON MARKETING

Top Performing Channels for the Sophisticated Guide

ALWAYS-ON MARKETING

The Personalization Imperative

ALWAYS-ON MARKETING

Deliver ROI in your sleep

Your marketing is always on but you don’t have to be!

-Reach your buyers wherever they exist online, at all hours of the day & night-Customize the pathways you send your prospects down and allow them to “binge-watch” your content, speed up or slow down-Leverage technology like retargeting and automation-Deliver a predictable, consistent flow of leads

ALWAYS-ON MARKETING

Measurement

Always-on does NOT = set it and forget it

-Decide what metrics are important to you and your team and optimize for those throughout the funnel

-Top- and mid-funnel, we look at CTR, engagement rate, social shares, impressions

-Lower-funnel, we look at conversions, MQLs, SQLs/SQOs and bookings

-Keep on testing, iterating and exploring

-Be on a mission to end the one and done/batch and blast/provisional campaign!-Utilize all the channels you have at your fingertips - exist wherever your prospects exist-Attention is currency, make the most of it when you get it-Ensure your content and campaigns are set up so your prospects can binge-watch (consume)-Allow prospects to accelerate themselves through the funnel using real engagement metrics-Use data and analytics to personalize content and experiences AND influence how you optimize your always on strategy

ALWAYS-ON MARKETING

Top Take Aways

• Enter your questions into the question box

• Tweet with us by following @LinkedInMktg and by using #LinkedInMktg

• Learn more by visiting our LinkedIn Marketing Solutions blog https://business.linkedin.com/marketing-solutions/blog

ALWAYS-ON MARKETING

Questions

Today, LinkedIn members number more than 450 millionprofessionals. That’s more than two-thirds of the 600 millionprofessionals on the planet, representing the largest groupanywhere of influential, affluent, and educated people.

For more information, visit marketing.linkedin.com.

Appendix

Total addressable audienceAny member in the marketing, media or communication job

function

● Geo targeting● Title targeting● Company size targeting● Account Based Targeting

● Skills targeting● Company targeting● Industry targeting

Segmentation within our addressable audience

ALWAYS-ON MARKETING

How we deliver relevancy to our target audience

BEST PRACTICES

Don’t hyper-target1

Align content and targeting strategy2

Don’t be afraid to experiment3

Try audience expansion4

ALWAYS-ON MARKETING

Targeting tips

TEST EVERYTHING.

“eBook” “guide”

Stat Quote

Object Human

vs.

vs.

vs.

ALWAYS-ON MARKETING

Always be testing