Linkedin driving quality leads with content
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The document provides a 4 step guide for using LinkedIn Sponsored Updates to drive quality leads through content marketing: 1) Create valuable content that answers questions and solves problems for the target audience. Develop a major "big rock" piece of content each quarter that can be sliced into smaller updates. 2) Craft compelling Sponsored Updates by using strong visuals, headlines, and focusing on the audience rather than the company. Test different updates targeting various professional roles. 3) Optimize landing pages to be mobile responsive with a clear call-to-action and short form. Only ask for necessary information to increase conversions. 4) Track campaign performance using LinkedIn analytics and adjust targeting, bids, and
![Step 2: Turn Your Content Into Compelling Sponsored Updates
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]
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.
Big Rock
Content
18](https://image.slidesharecdn.com/linkedin-driving-quality-leads-with-content-en-us-141202033258-conversion-gate02/85/Linkedin-driving-quality-leads-with-content-19-320.jpg)
Linkedin driving quality leads with content
- 1. Driving Quality Leads with Content How to Fill Your Pipeline Using LinkedIn Sponsored Updates
- 2. § Why Social Media Drives Leads § Drive Quality Leads with LinkedIn Sponsored Updates in 4 Easy Steps – Step 1: Create Content That Drives Leads – Step 2: Turn Your Content Into Compelling Sponsored Updates Table of Contents – Step 3: Optimize Your Landing Pages – Step 4: Tune Your Campaigns for Maximum Effectiveness § Takeaways: Steps to Lead Generation Success § Additional Resources Page 4 Page 7 Page 7 Page 13 Page 19 Page 23 Page 28 Page 29 Table of Contents 1
- 3. Lead generation is critical to marketing success. 80% of the most effective B2B content marketers cite lead generation as a goal, with at least 50% of B2C content marketers citing it as a top goal. Source: Content Marketing Institute 2014 Research" 2
- 4. You must be sharing content and engaging in conversations through social media to impact the buying cycle. Discover Explore Advocate 60% Select “Publishing and sharing content online is the single biggest lever to increase lead generation.” – Kipp Bodner, HubSpot The reality is that 60% of the sales cycle is over before your buyer even talks to a sales person. Your content can help inform them as they discover, explore, and select possible solutions. 3
- 5. On LinkedIn, you can share content and build relationships with the world’s professionals. Marketers Content Audience 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. 4
- 6. And LinkedIn is the most effective Social Network for Lead Conversion. According to research by HubSpot: LinkedIn sees 2.74% view-to-lead conversion compared to .69% for Twitter and .77% for Facebook 5
- 7. LinkedIn Sponsored Updates help marketers achieve lead generation goals. HubSpot drove 400% more leads within their target audience than lead generation efforts on other platforms. Bislr drove 3x the click-to-conversion rate seen on other social channels, and lowered cost per lead. HootSuite saw 15% conversion rate from click-to-lead and 32% lower cost per form-fill compared to other paid channels. 6
- 8. Step 1 Create Content that Drives Lead Generation 7
- 9. Step 1: Create Content that Drives Lead Generation Lead generation success starts by developing and delivering the right content. You need to GIVE value to GET value. “Sell something, get a customer for a day. Help someone, get a customer for life.” – Jay Baer, digital marketing strategist, speaker, author and president of Convince & Convert 8
- 10. Step 1: Create Content that Drives Lead Generation Start by asking yourself… “What are the common questions my audience is asking?” Then answer those questions with “Big Rock” content. 9
- 11. Step 1: Create Content that Drives Lead Generation What is “Big Rock” content? • Delivers VALUE; your audience will gladly exchange contact info to get it • Includes guides, research reports, webinars, eBooks • Evergreen content you can repurpose • B2B Marketing Expert Doug Kessler recommends ONE (1) Big Rock per quarter We often heard the question “How do I use LinkedIn for marketing?” See an example of a big rock piece of content" 10
- 12. Step 1: Create Content that Drives Lead Generation When creating content, remember— the more visual, the better. If you have a whitepaper that isn’t converting, consider turning it into a visual eBook or SlideShare. Get tips for making strong SlideShare presentations 11
- 13. Step 1: Create Content that Drives Lead Generation Once you have your Big Rock, you can slice it into smaller pieces that spark additional interest— and can be shared as Sponsored Updates. e.g. New ! Research! Infographic with key data points from the research SlideShare with quotes and insights from the research Blog posts sharing pieces from the research Webinar to present the research (include form for lead capture) Podcast hosted with panelists discussing the research Video of client success story using the research Big Rock! 12
- 14. Step 2 Turn Your Content Into Compelling Sponsored Updates 13
- 15. Step 2: Turn Your Content Into Compelling Sponsored Updates 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
- 16. Step 2: Turn Your Content Into Compelling Sponsored Updates Adopt these best practices to craft compelling LinkedIn Sponsored Updates. What works • 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 doesn’t • 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. 15
- 17. Step 2: Turn Your Content Into Compelling Sponsored Updates 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
- 18. Step 2: Turn Your Content Into Compelling Sponsored Updates 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. 17
- 19. Step 2: Turn Your Content Into Compelling Sponsored Updates 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] 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. Big Rock Content 18
- 20. Step 3 Optimize Your Landing Pages 19
- 21. Step 3: Optimize Your Landing Pages 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. 20
- 22. Step 3: Optimize Your Landing Pages Most important, make sure your landing page is mobile responsive—otherwise you are wasting leads. 70% of clicks from Sponsored Updates will come from mobile. Learn how to make your landing page as mobile as your audience. Click here. 21
- 23. Step 3: Optimize Your Landing Pages Keep your forms short. 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. Name Email Phone SUBMIT See how reducing the number of fields on your forms can lead to higher conversions in this Marketo study. Click here. 22
- 24. Step 4 Tune Your Campaigns for Maximum Effectiveness 23
- 25. Step 4: Tune Your Campaigns for Maximum Effectiveness 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. 24
- 26. Step 4: Tune Your Campaigns for Maximum Effectiveness 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
- 27. Step 4: Tune Your Campaigns for Maximum Effectiveness 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. 26
- 28. Step 4: Tune Your Campaigns for Maximum Effectiveness Be sure to set a budget that makes sense for your campaign. If you want to pace delivery of impressions, set a daily cap for your budget. - OR - 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. 27
- 29. Steps To Lead Generation Su c c ess 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
- 30. LinkedIn Sponsored U pdates Resources Best Practices: The Complete Sponsored Updates Guide for Your Marketing Team A Gallery of Great Sponsored Updates How to Optimize Your Sponsored Updates for All Devices The Sophisticated Marketer’s Guide to LinkedIn How-To Videos: • Getting Started with Sponsored Updates • Targeting Your Sponsored Updates • Setting Campaign Options • Making Changes to Your Campaigns • Reviewing Campaign Performance • Using Company Page Insights • How The Sponsored Updates Auction Works 29
- 31. Ready to get started with Sponsored Updates? Click here 30