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Exclusive Webinar: LinkedIn for Lead Generation: Build Your Army

Do you use LinkedIn for business? Are you wondering how you can use LinkedIn to generate quality leads?

Research has shown that LinkedIn is the only platform the majority of B2B marketers consider to be effective and that 77 percent of B2B marketers say they have acquired a customer through LinkedIn.

Jason Miller, Sr. Content Marketing Manager at LinkedIn, goes back to his roots of using social media for lead generation and shows you how to best leverage LinkedIn for building an army of high quality leads. Turn your social media strategy up to eleven.

In this webinar you will learn:
1. The importance of using social media for driving leads.
2. How to drive quality leads using LinkedIn Company Pages, Sponsored Updates, LinkedIn Groups and SlideShare.
3. The types of content that work best for driving leads on LinkedIn.
4. Best practices for messaging, visuals and targeting for your campaigns.
5. How to track and optimize your LinkedIn campaigns for maximum effectiveness.

View the presentation here:

Exclusive Webinar: LinkedIn for Lead Generation: Build Your Army

  1. 1. Jason Miller Subscribe to @JasonMillerCA #LinkedInMKTG 1.Previously Global Social and Content at Marketo 2.Worked in the music industry for 12 Years 3.Writer / photographer / owner at 4.Played in a “Hair Metal” band and released two records. 5.Guns N Roses retweeted one of my Content Marketing blog posts.
  2. 2. On LinkedIn, you can share content and build relationships with the world’s professionals. 1 of every 3 professionals on the planet is on LinkedIn, including a high number of senior business leaders. Content pages on LinkedIn receive 6x the number of page views as job pages. For B2B marketers, LinkedIn is the #1 channel to distribute content and to drive social traffic to blogs. Marketers Content Audience 4
  3. 3. “A paid, commercial message delivered in a format that matches the look and feel of the environment in which it is delivered. In other words, it’s simply attempting to gain attention by providing content in the context of the user's experience. “
  4. 4. “For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”
  5. 5. Company Pages LinkedIn Groups SlideShare Sponsored Updates
  6. 6. 19 Research data, funny videos, curated lists, infographics, thought leadership Types of Content Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage
  7. 7. Find your audience Geography Function Industry Seniority
  8. 8. Trending Content
  9. 9. The Sophisticated Marketers Guide to LinkedIn
  10. 10. When we need that extra push…
  11. 11. 13
  12. 12. LinkedIn Sponsored Updates are a great way to get the content you have created in front of the right audience. “LinkedIn’s Sponsored Updates are the perfect marriage between its professional audience and our promotional content.” - Mike Volpe, CMO Hubspot 14
  13. 13. Adopt these best practices to craft compelling LinkedIn Sponsored Updates. •Strong thumbnail images. If you don’t like the one that is scraped from your link, upload your own. •Compelling headlines. Numbered lists, stats or figures work well. •Name dropping. Use business luminaries and recognized execs where relevant; for example, sharing a LinkedIn Influencer post from your CEO. What works •The hard sell. Focus on providing value in the feed using a CTA that drives people to click, then let your landing page do the converting. •Long copy. Write snackable intros; you don’t want your CTA buried behind a “more” link. Top posts average 140 characters. •Blurred photos. Use bright visuals, especially those that include people. What doesn’t
  14. 14. Your audience should always be at the center of your content. This is about THEM, not YOU. 01 Call out your audience 02 Use the word “you” 03 Explain what’s in it for them 16
  15. 15. Use targeting on LinkedIn to deliver the right message to the right person at the right time. But be careful NOT to over-target. It’s important to reach everyone who could influence a buying decision, so cast a wide net and then refine your targeting preferences.
  16. 16. Sponsored Updates for Lead Gen: Who’s Doing it Right? •LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.
  17. 17. HootSuite saw 15% conversion rate from click-to-lead and 32% lower cost per form-fill compared to other paid channels. Sponsored Updates for Lead Gen: Who’s Doing it Right?
  18. 18. 38% more leads than other social channels 65% lower cost per lead than other social channels Sponsored Updates for Lead Gen: Who’s Doing it Right?
  19. 19. Don’t bury the lead. Concise intros (90-140 characters) are more likely to result in higher engagement. Sponsored Updates for Lead Gen: Who’s Doing it Right?
  20. 20. Set up a test of different updates to reach different audiences. Sponsored Update 1: Targeted to CMOs These insights can help you drive transformational change to your business. [link to white paper landing page with tracking tag 1] Sponsored Update 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. [link to white paper landing page with tracking tag 2] Sponsored Update 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. [link to white paper landing page with tracking tag 3] Big Rock Content Example: B2B Marketing company XYZ has recently launched a new piece of research and is publishing updates to LinkedIn to drive marketers to download it.
  21. 21. 19
  22. 22. Once the member clicks your update, delight them with an experience on your website that will convert. Have more on your page than just a lead form. Landing pages should create a seamless experience from the update, providing details that explain why this content is valuable enough to give up personal info— with a prominent call to action to download the full piece in order to obtain that value.
  23. 23. 35 Smartphone consumption is always-on 9pm 6pm 3pm 12pm 9am 6am
  24. 24. 70% of clicks from Sponsored Updates will come from mobile. Most important, make sure your landing page is mobile responsive—otherwise you are wasting leads. Learn how to make your landing page as mobile as your audience. Click here. 21
  25. 25. Marketo reports a $10 drop in CPL when shortening a form from 9 fields to 5. Only capture the information you absolutely need – this will help with conversions, especially on mobile 21
  26. 26. 23
  27. 27. When creating the link for your LinkedIn updates, use a tracking code in the URL to measure lead generation results. Don’t rely on referral source to measure visits. Get in the habit of tagging all URLs for LinkedIn posts; even if they are just organic posts, you may decide to sponsor this content later.
  28. 28. Once your Sponsored Updates campaign is live, you can track the performance using our LinkedIn Company Page Analytics tool. If you are running multiple updates to the same audience at one time, our ad server will automatically auto- optimize towards the best performing content. 25
  29. 29. It’s important to determine the value of a lead to your business. Bid accordingly and track performance against this benchmark. For example, if a lead is worth $100 to your business and you generally see 5% conversion rate from click to leads, you should bid up to $5.00 per click. 25
  30. 30. Be sure to set a budget that makes sense for your campaign. 25 If you have an upcoming event or time-sensitive campaign, set a total budget without a daily cap to exhaust your budget quickly, ensuring timely delivery of your message. If you want to pace delivery of impressions, set a daily cap for your budget. - OR -
  31. 31. LinkedIn is indeed the place to drive lead generation goals. Cost Per Lead 20x Less Than Twitter Cost Per Lead 6x Less Than Facebook
  32. 32. Steps To Lead Generation Success with Sponsored Updates Print out this handy one-pager and make this your very own go-to guide for LinkedIn Sponsored Updates lead generation best practices. Step 2: Create Compelling Updates Step 3: Optimize Your Landing Pages Step 4: Tune Your Campaigns •Create content by answering questions and solving problems. •Use your “Big Rock” to create smaller pieces that drive interest. •Post Company Updates to LinkedIn that you can then sponsor. •Use a link, not rich media, and focus copy on your audience, not on you. •Test your targeting to determine the sweet spot for your messaging. •Don’t forget to balance lead gen content with non-lead gen content. •Go mobile—your audience already is. •Make sure your landing page has a strong call to action. •Keep your forms short to increase form-fills. •Make sure to include tracking in your URLs to measure results. •Use Company Page Analytics to track performance and get insights. •Set a budget that makes sense for your campaign and optimize accordingly. Step 1: Create Content That Drives Leads 28
  33. 33. SlideShare for Lead Gen Kicks A**
  34. 34. Ready, Aim, Target – A Frictionless Content Experience
  35. 35. Publishing on LinkedIn
  36. 36. 6 Sponsored Updates Content Best Practice Cheat Sheet Optimizing Content •Always ask, “why would my audience read this?” •Use concise and compelling intros and headlines •Ask compelling questions to involve the target audience •Include a clear call to action, regardless of the objective •Make sure your landing pages are optimized for mobile traffic Managing updates •Plan your editorial calendar, but also react to timely events •Respond to comments regularly •Consider keeping updates running through the weekend •Test to see what works with your audience and then refine Optimizing visuals •Always include an image, presentation, or video •Ensure the thumbnail is relevant for external links
  37. 37. 6 The Optimized Marketing Team
  38. 38. “People want a thrill, people want a spectacle and people love to be entertained.”
  39. 39. 6 Questions?