Rebranding on Linkedin - Playbook
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The document outlines a 7-step process for rebranding on LinkedIn: 1) Conduct a brand and content audit, 2) Construct brand guidelines, 3) Create brand content, 4) Plan a campaign strategy, 5) Re-launch the brand using LinkedIn products, 6) Elevate the rebrand's impact with employee activation, 7) Measure results and track ROI. It emphasizes creating an "always-on" content presence to keep the brand top-of-mind at each stage of the buyer's journey. Planning campaigns should balance long-term brand-building with short-term sales activation.
Rebranding on Linkedin - Playbook
- 2. Why brand matters How to approach your rebrand 7 steps to rebranding • Conduct a brand & content audit • Construct your brand guidelines • Create your brand content • Plan your campaign strategy • Re-launch your brand with LinkedIn products • Elevate your rebrand impact with employee activation • Measure results & track ROI of your rebrand 01 02 03 What we’ll cover…
- 4. A strong brand is valuable in more ways than one Developing a strong brand is playing the long game. Brand takes time to develop value so your company wins in the long run Brand equity has a direct effect on sales volume because consumers gravitate toward products with great reputations A prestigious brand attracts clients regularly and has a higher sales conversion percentage Brand Equity The Long GameHigh Conversion
- 5. Clearly articulated brands command premium pricing Business Decision Makers 49% C-Suite Executives 47% B2B Marketers 10% I am willing to pay a premium to work with an organization with a clear vision for the future“ ” Brand Equity B2B Buyers “allows us to charge more than our competitors who produce lower quality thought leadership” Source: 2017 Edelman/LinkedIn Study “How Thought Leadership Impacts B2B Demand Generation.”
- 6. A strong brand builds customer loyalty & retention According to a study conducted by Bain & Company, a 5% 25% to 95% increase in customer retention can increase profits from Brand Equity https://www.linkedin.com/pulse/5-ways-your-company-name-logo-can-help-sales-reps-sell-garrett-riley/
- 7. Brand is not just a problem for the marketing department. It is the responsibility of the entire organization. So, ask yourself: do you want to compete on price or brand? Successful investments are often companies that are low-cost producers or that own powerful brands Warren Buffett Business Magnate, Investor, Speaker and Philanthropist “ “
- 8. How to approach a rebrand 02
- 9. How to know when it’s time for a rebrand Customer research Business evolves International expansion New CEO Outdated image Bad reputation Mergers/acquisitions Changing markets Corporate identity development
- 10. Analyze the competitive environment Measure topic ownership and engagement Quiet threats These brands attract engagement, but are underrepresented in the marketplace. Thought leaders With high engagement and topic ownership, brands in this category are leading the conversation. Laggards Brands in this quadrant are not making an impact. Noisemakers These brands are crowding the conversation, but low quality content isn’t generating engagement. Engagement Index: Calculated based on the number of engagements per article posted across LinkedIn that mentions the brand and topic in question. 100 is the maximum among peer benchmark. Ownership of Topic Index: Calculated based on share of articles posted across LinkedIn that mention the brand and topic in question. 100 is the maximum among peer benchmark.
- 11. Uncover whitespace opportunities Work with LinkedIn to understand where you are compared to your competitors in terms of content and what topics to focus on for your target audience. Engagementindex Topic ownership index 0 50 100 50 100 i.e. Artificial intelligence topic ownership for Decision Makers in Canada
- 12. Create a consistent brand story through the full buying journey Awareness Consideration Acquisition Helpful, enjoyable (non-promotional) content to generate engagement and/or build awareness High-value content that helps to educate during decision-making process Brand/product/service specific information to help evaluate and affirm selection
- 13. 35K Skills 30M Companies 90K Schools 109B Updates viewed 630M Members 20M Open Jobs Consider the span of LinkedIn’s Audience when you determine your rebrand positioning Make sure your brand is visible to key audiences engaging on LinkedIn
- 15. Seven steps 01 02 03 05 06 0704 Conduct a brand & content audit Construct your brand guidelines Create your brand content Re-launch your brand with LinkedIn products Elevate your rebrand impact with employee activation Measure results and track ROI of your rebrand Plan your campaign strategy
- 16. Conduct a brand & content audit 01
- 17. A Brand Audit is a process that helps you to understand your brand’s purpose, where it stands currently and where you want to take it in the future.
- 18. Start with your values/mission/brand statement Generate a list of all your content Analysis of all brand content that needs to be changed – focus first on big rock content items Conduct gap analysis of new content that needs to be created Brand audit process
- 20. Internal documents for your new brand guidelines Brand story Logo Colors Proposal templates Letterhead Email signatures Imagery Iconography Typography Marketing approaches Brand guidelines define voice and visual identity Promote consistency when representing your brand
- 22. So, why create content? Press Release Example Give your brand a backstory Why the audience should care Reassurance to existing customers Example New year/new you Example
- 23. Unaware Interested Active Engaged Aware Create content for different points along the buyer’s journey An always-on presence keeps your brand top-of-mind for potential customers at every stage of the journey Reach Nurture Acquire Nurture to convince & convert Earn new leads Drive traffic for nurturing Shape Perception Establish Trust Videos, Infographics, Blog Posts, Industry Trends, Influencer Content, and Exclusive Content Videos, Best Practice Guides, Case Studies, Product Reviews, Analyst Reports, Webinars, Blog Posts White Papers, Research Briefs, Product Demos, Trials, Product Reviews And Comparisons, Analyst Reports Newsletters, Recommendations, Case Studies, Product News, Tutorials
- 25. Plan your campaign strategy Factors to consider when campaign planning: • Launch a Sponsored Update campaign to amplify your reach • Launch a Follower campaign to develop long term relationships with your brand advocates Reach • Post more company updates • Encourage employees to share and post more content Frequency • Create relevant content for your key target audience • Have diverse pieces of content to increase unique engagement throughout the buying cycle Engagement
- 26. 23% Businesses maintaining consistent brand identity have an increased revenue of 10 pieces of content are consumed throughout the buyer journey Build your brand identity with consistent messaging
- 27. If you want big returns, you need to go big on share of voice Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figure 07) 12% 10% 8% 6% 4% 2% 0% Share of Market ShareofVoice 2% 4% 6% 8% 10% 12% 14% Brand Equity In planning a campaign strategy, focus on reaching your entire target audience, as well as expanding to new audiences to ensure your brand is saturating its potential share of market Grow your brand by growing your audience Increasing SOV increases SOM
- 28. How long does it take for members to identify a new brand? 1 2 3 4 5 3-4 ads live at all times Replace under-performing ads with new content about 1x/month Example Content Calendar Creating an ‘always on’ presence keeps your brand top-of-mind for potential customers at every stage of the buyers’ journey. 16% Mobile Only 56% Cross Device 29% Desktop Only You need to reach audiences across all platforms Develop an ‘always on’ approach The Long Game
- 29. Always-on Brand / Thought Leadership Content Start broad, learn and then focus on the audiences more likely to engage via conversion tracking Week 1 Brand content (wave 1) 4 distinct sponsored content posts with A/B testing of images/text/audiences Week 2 Brand content (wave 2) 4 distinct sponsored content posts with A/B testing of images/text/audiences Week 3 Brand content (wave 3) 4 distinct sponsored content posts with A/B testing of images/text/audiences Week 4 Brand content (wave 4) 4 distinct sponsored content posts with A/B testing of images/text/audiences Week 5 Brand content (wave 5) 4 of the best performing sponsored content posts from wave 1 to wave 4 Weeks 6-8 Lead Gen content with a harder hitting CTA that conveys more urgency Weeks 9-11 Branding content leveraging data from LinkedIn matched audiences website re-targeting To hit audiences with a secondary messaging to convince & convert An ideal strategic campaign structure on LinkedIn Each campaign should fill the funnel with brand content, A/B test lead gen content, nurture with secondary messaging and then re-target to convince & convert
- 30. Combining brand and demand efforts drive higher conversion rates Source: IPA Study, Marketing Effectiveness In The Digital Era Demand gen 0.2% Brand only 1.5% 1.0% 0.5% 0.0% Brand & Demand 0.3% 1.2% Conversion rate High Conversion
- 31. But, this takes time. Brand-building and sales activation work over different timescales Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figure 02) Sales uplift over base Sales activation / Short-term sales uplifts Brand-building / Long-term sales growth TimeShort term effects dominate – 6 months 60% Brand 40% Leads The Long Game
- 32. The conflict between long and short run metrics % Reporting very large effects eg. Sponsored posts, InMail and carousels 70 60 50 40 30 20 10 0 0 - 6 7 - 18 19 - 30 >30 Campaign duration in months Market Share Effects Activation Effects The Long GameDirect Response wins in the short run, but brand wins in the long run Note from BMD: Waiting for source
- 33. Re-launch your brand with LinkedIn products 05
- 34. How to utilize the full-funnel to it’s greatest potential Awareness Consideration Acquisition Helpful, enjoyable (non-promotional) content to generate engagement and/or build awareness High-value content that helps to educate during decision-making process Brand/product/service specific information to help evaluate and affirm selection Content Types Text Ads Sponsored InMail Website Retargeting LinkedIn Lead Gen Forms LinkedIn Capabilities Video Sponsored Content Static Sponsored Content Lookalike Targeting Account-Based Marketing Contact Targeting Carousel Sponsored Content
- 35. Sponsored Content Video Achieve your full-funnel, rebranding marketing objectives with native video on LinkedIn
- 36. Build customer relationships at every stage of the buyer’s journey on mobile, desktop, and tablet. Sponsored Content Static Press release Engage your prospects with relevant content in the world’s only professional feed and in premium placements beyond
- 37. Better engage your audience with a carousel unit for Sponsored Content Logo Color palette Illustration Sponsored Content Carousel Call to Action
- 38. Drive engagement with premium audiences using dynamically generated ads, powered by profile data, customizable to meet your campaign objectives. Dynamic Ads Personalize your creative to resonate with buyers
- 39. InMail Outreach with current clients to ease fears of rebrand Outreach to prospective clients to inform them of reasons to be excited about this rebrand Opportunity to invite customers to an event/webinar showcasing or discussing the rebrand
- 40. Increase your rebrand impact with Employee Activation 06
- 41. Employee Advocacy plays a critical role in company alignment during rebranding Content shared by employees has 2x higher engagement versus when shared by a company 2x Recognize the power of your employee’s collective networks Incentivize social postings on LinkedIn with hashtags and company culture elements Ensure employees know where to get credible, accurate and reliable information from and how to ask questions Elevate, a LinkedIn product, is a great solution to increase employee engagement. Find out more in the appendix.
- 42. Measure results and track ROI of your rebrand 07
- 43. View your rebrand results via Campaign Manager Tabbed navigation bar Pacing indicators Pre-selected views Compare creatives across campaigns Breakdowns
- 44. Track rebrand conversions Track performance Track conversion events tied to your campaigns using LinkedIn’s Insight Tag and Campaign Manager platform. Monitor specific conversion actions including downloads, sign-ups, registrations, and more. Understand ROI Measure the value you’re getting from your content marketing on LinkedIn, including return on ad spend and cost per conversion. Optimize your results Leverage in-platform conversion data to improve your campaigns and drive results for your business.
- 45. Understand your rebrand converting audiences Measure leads and conversions from specific audiences: Company Industry Company Size Job Function Job Seniority Job Title Country / Location Company Name
- 46. Understand your rebrand audiences on your website Website Demographics is a free reporting tool that lets you discover what kinds of professionals are visiting your website. Filter your website traffic by 8 professional traits Company Industry Company Size Job Function Job Seniority Job Title Location Company Name
- 47. Thank you