10 ways to drive killer roi with your sponsored updates

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Hilal Koc Partner & Agency Lead, EMEA LinkedIn Jon Lombardo Content Marketing Lead, EMEA LinkedIn

Post on 15-Jan-2017

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  • Hilal Koc

    Partner & Agency Lead, EMEA

    LinkedIn

    Jon Lombardo

    Content Marketing Lead, EMEA

    LinkedIn

  • Keys to Great Thought-Leading Content SOME HOUSEKEEPING BEFORE WE START

    1.Questions? Send them via Webex Q&A Feature.

    2.Recorded? Of course and will be emailed to you.

    3.Feedback? Survey will be available at the end of the

    Webinar.

  • AGENDA

    3

  • Keys to Great Thought-Leading Content WHAT WELL COVER TODAY

    1. Why Sponsored Updates?

    2. The Changing Buyers Journey

    3. Creating Compelling Sponsored Updates

    4. Top Performing Sponsored Updates

    5. Campaign Optimization Tips

    6. Q&A

  • WHY

    SPONSORED UPDATES?

  • NATIVE ADVERTISING IN THE WORLDS ONLY

    PROFESSIONAL NEWSFEED

  • THREE FEATURES THAT SET SPONSORED UPDATES

    APART

    ACCURATE PROFILE-BASED TARGETING

    PROFESSIONAL MINDSET CREATES A FAVORABLE

    CONTENT MARKETING ENVIRONMENT FOR BRANDS

    PREMIUM AUDIENCE

  • THREE REASONS TO INCLUDE SPONSORED

    UPDATES IN YOUR MEDIA MIX

    OPTIMIZED FOR MOBILE, TABLET & DESKTOP

    USEFUL FOR BRAND BUILDING, CONTENT ENGAGEMENT

    & LEAD GENERATION

    PERFORM 3X-5X BETTER THAN TYPICAL DISPLAY ADS

  • THE CHANGING

    BUYERS JOURNEY

    9

  • Content Matters:

    10

    74%

    90%

    Number of pieces of content buyers engage with

    to research their purchase. -Source: Google, Zero Moment of Truth Study

    Of B2B buyers choose a vendor thats first to help

    them with useful content. -Source: Inside Sales

    Amount of purchase process that buyers complete

    before making contact with vendor. -Source: Forrester

    PEOPLE BUY YOUR PERSPECTIVE FIRST AND

    YOUR PRODUCTS SECOND

  • Keys to Great Thought-Leading Content YOU NOW SHARE YOUR PERSPECTIVE

    THROUGH THOUGHT LEADERSHIP

    PRO TIP: FOR THE 8 CRITERIA OF THOUGHT LEADERSHIP, CONSULT THE BLOOM GROUPS BLOG POSTS.

  • CREATE CONTENT FOR A MINDSET THAT

    INVESTS TIME

  • On LinkedIn, Speak to the Professional Mindset

    -Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks

    AND EXPECTS TO HEAR FROM BRANDS THAT

    OFFER THOUGHT LEADING ANALYSIS

  • CREATING COMPELLING

    SPONSORED UPDATES

    14

  • On LinkedIn, Speak to the Professional Mindset GREAT CONTENT FRAMES ALL THE THINGS

    PRO TIP: REVIEW UPWORTHYS SLIDESHARE PRESENTATION ON THE SWEET SCIENCE OF VIRALITY FOR MORE TIPS

  • On LinkedIn, Speak to the Professional Mindset GREAT CONTENT FRAMES IMAGE, HEADLINE,

    AND URGENCY

  • Target Your Content to the Right Customers FOCUS ON YOUR AUDIENCE

  • Think Like a Journalist WRITE LIKE A JOURNALIST

  • PRO TIP: IMAGE POSTS *GET UP TO 2X

    PERFORMANCE

    INVEST IN STRONG VISUALS

  • Make Your Pages Mobile Ready DESIGN FOR MOBILE

    PRO TIP: 75% of Sponsored Updates

    engagement comes from mobile

  • Build a Sturdy Campaign Foundation DEVELOP AN ALWAYS-RELEVANT APPROACH

  • TOP PERFORMING

    SPONSORED UPDATES

  • TOP UPDATES

    WHAT MAKES IT ENGAGING?

    1. It keeps content social by using

    human stories and peer learning

    2. The intro copy is concise and clear

    and adds to the image and title

    23

  • TOP UPDATES

    1. Stands out from the rest of the

    news feed by using a casual tone

    and incorporating a meme

    2. Uses a short-form article format

    for easy engagement

    3. Uses the intro copy to deliver an

    upbeat message as a hook

    2

    4

  • TOP UPDATES

    1. Provides a lot of upfront value with

    the use of statistics in the intro copy

    2. Infographic for visual engagement

    3. These tactics are effective ways to

    tease out longer content like survey

    results or a research report

    2

    5

  • TOP UPDATES

    1. The post optimizes for mobile by

    eliminating the intro copy

    2. Taps into a very broad desire to be

    more successful

    3. The message is appropriate to the

    platform context

    2

    6

  • TOP UPDATES

    1. Niche content works with an

    effective targeting strategy

    2. The image adds context and drives

    engagement to the post

    2

    7

  • 28

    CAMPAIGN

    OPTIMIZATION TIPS

  • You have 4 levers to optimize your campaigns

    1. CONTENT

    2. BID

    3. AUDIENCE

    4. TARGETING

  • RELEVANCE MATTERS Test your content to boost your CTR and lower your CPC

    1. CONTENT

  • BID ONLY AS MUCH AS YOUR WILLINGNESS TO PAY 2. BID

    PRICING MODEL OPTIONS:

    CPM (cost per thousand impressions)

    CPC (cost per click)

    IN BOTH CASES, YOU ONLY PAY ENOUGH TO BEAT THE NEXT

    HIGHEST BIDDER IN THE 2ND PRICE AUCTION

    $

  • .

    SHIFT YOUR BUDGET BASED ON PERFORMANCE 3. AUDIENCE

  • START BROAD, CHISEL DOWN 4. TARGETING

    CHISEL, DONT PIECE-TOGETHER

    Run-of-professionals (ROP) doesnt mean no targeting it

    means all targeting

    Pay for your target audience at ROP rate!

    LET THE ROBOTS WORK THEIR MAGIC

    Marketers are great at understanding who their

    audience is

    Optimization algorithms are great at knowing who

    clicks and optimize accordingly

  • FOR MORE

    INFORMATION

    34

  • REMEMBER THAT WE HAVE AN ENTIRE EBOOK

    DEDICATED TO THESE TOPICS

  • MARKETING.LINKEDIN.COM

  • 37

    Q&A

  • 38

    THANK

    YOU