live webcast: a crash course in always-on marketing
TRANSCRIPT
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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Introduction
Ensuring Your Information Is Available to Your Prospects and Customers, Always
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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 Meets Marketing
Your Website…
You’d Never Even Think of Turning That Off
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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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The Evolution of Always-On Marketing
For One Reason…
Because Your Customers Are Always-On
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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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Your Buyers Are Self-Educating
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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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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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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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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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Know Your Audience
-Awareness/Thought Leadership-Explain the Options to Solve Problem You Address-Finally, Discuss Your Product/Service
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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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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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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 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
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 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
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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