《LinkedIn:技术服务商如何在LinkedIn上进行潜客收集(英文版)(19页).pdf》由会员分享,可在线阅读,更多相关《LinkedIn:技术服务商如何在LinkedIn上进行潜客收集(英文版)(19页).pdf(19页珍藏版)》请在三个皮匠报告上搜索。
1、How Technology Marketers Drive Leads on LinkedInQuick Start Guide As the#1 most trusted social platform for four consecutive years1,LinkedIn offers technology marketers a brand-safe environment to engage audiences in the mindset to do business.But first,why do technology marketers advertise on Linke
2、dIn?1 Digital Trust Study,Business IntelligenceTo engage professional audiences who are ready to do business To drive targeted lead generation at scale To maximise return on investment Brands that market on LinkedIn see aAfter their ads were seen on LinkedIn,brands recorded a LinkedIn is effective a
3、t drivingcompared to other social platforms+15%2X higherlift in short-term sales performance+33%increase in purchase intentReturn on Ad Spend(ROAS)Leverage the power of first-party data across 774+million professionalsLinkedIns first-party data is unique because members are incentivised to keep thei
4、r profile accurate and up-to-date to enhance their networking,personal branding,and career opportunities.Use this data to ensure that your marketing messages reach precisely the right audiences across our 774+million members worldwide.And how do they measure success?These benchmarks are based on the
5、 results of all technology campaigns with the objective of lead generation or website conversions that were active on LinkedIn from November 2021 to January 2022.*To help you make sense of your LinkedIn campaign results,we have defined“good performance”using median results and“best-in-class performa
6、nce”as the 75th percentile across your peers.Average CTRClicks divided by impressionsEngagement RatePaid and free clicks divided by total impressions Video View Through RateNumber of views multiplied by 100Video Completion RateCompletions divided by viewsOpen RateTotal Sponsored Message opens divide
7、d by total sendsClick to Open RateTotal clicks after opening Sponsored Message divided by total opensLead Gen Form Fill RateForm submissions divided by form opensConversion RateTotal conversions divided by clicksSingle Image AdsCTR Engagement Rate Lead Gen Form Fill Rate Good Best in Class Good Best
8、 in Class Good Best in Class North America0.48%0.66%0.87%1.29%8.63%16.04%Europe 0.42%0.57%0.80%1.19%7.80%14.95%APAC 0.49%0.66%1.07%1.55%8.56%15.50%Message AdsOpen Rate Click to Open RateLead Gen Form Fill Rate Good Best in Class Good Best in Class Good Best in Class North America47.90%55.30%1.30%2.7
9、0%37.51%51.18%Europe 56.90%64.20%1.70%3.20%38.54%52.51%APAC 57.50%65.60%3.60%6.70%44.44%54.77%Using LinkedIn benchmarksFor a start,use these to benchmark your campaign results.Creating your own benchmarksAfter youve run a few campaigns,its recommended that you develop your own internal benchmarks.Wh
10、en you use your own average costs and engagements to establish a baseline,you can spot performance outliers and adjust your strategy.Carousel Ads Ad Unit CTR Carousel Card CTREngagement Rate Lead Gen Form Fill Rate GoodBest in Class Good Best in Class Good Best in ClassGood Best in Class North Ameri
11、ca0.38%0.52%0.16%0.22%0.74%1.01%4.10%8.91%Europe 0.36%0.48%0.14%0.19%0.69%0.96%4.13%8.86%APAC 0.43%0.58%0.15%0.20%0.92%1.25%4.00%8.33%Sponsored VideoView Through Rate Completion RateVideo CTRLead Gen Form Fill Rate GoodBest in Class Good Best in Class Good Best in ClassGood Best in Class North Ameri
12、ca22.60%26.80%7.50%16.00%0.47%0.65%4.41%9.09%Europe 21.30%25.20%6.00%13.30%0.40%0.54%4.17%9.02%APAC 20.10%24.10%5.70%13.90%0.47%0.66%3.70%7.14%Due to the evolving legal landscape in the European Union(EU),LinkedIn has restricted Sponsored Messaging campaigns to the region with effect from 15 Decembe
13、r 2021.To reach audiences in the EU,please use an alternate ad format.*Only campaigns with at least 5,000 impressions were included.Many technology brands are already driving leads on LinkedIn Let your customers do the talkingHow:Snowflake commissioned a report where it featured customers and how th
14、ey succeeded with its solutions in quantifiable business terms.Why it works:Social proof in the form of professional peer reviews is the#1 resource that leads to increased trust in a technology product.Source:The Age of Agility,LinkedIn and Brand and Demand:The Key Principles of Marketing Growth,Lin
15、kedInCall out your audience in your messagesHow:Adobe speaks directly to marketing and creative teams in its ads and addresses a common challenge with its Adobe Experience Cloud solution.Why it works:43%of B2B technology buyers could consider a new product if the technology provider understands thei
16、r needs better.Appeal to different personas in the buying committeeHow:Outreach positions their content to speak to different buyer personas by addressing their audiences pain points within the ad copy.Why it works:63%of the B2B technology buying decision today is influenced by non-IT functions.Bala
17、nce brand and demand marketing How:Rackspace Technology combined brand and awareness advertising with mid-and lower-funnel campaigns.They recorded 2.3x higher conversion rates vs.audiences who were not first exposed to brand advertising.Why it works:Audiences exposed to both brand and acquisition me
18、ssages on LinkedIn are up to 6x more likely to convert.Your repsDraw inspiration from these best practices!Are youYou can start building winning campaign creatives with these tips Tips&TricksWork SmartLead Gen FormsCopy Make your copy clear,concise and compelling.Articulate why someone should care.T
19、he introductory text should be under 140 characters to avoid links and other CTAs from being truncated.Be specific about what your audience should expect to learn from your content.Leverage hashtags to build communities for organic content.Call out your target audience within the copy and/or visual.
20、Your ad headline should be under 70 characters or less.Include landing page URL in introductory text.Be insightful.Dont hide great insights behind a click just be careful to not feature too much.Professionals are people too creativity works!Credibility matters.Cite credible third parties and individ
21、uals when applicable.In Lead Gen Forms,only request the most pertinent information.Leverage smart content youre already creating.Commit to A/B testing to optimise your content performance.Showcase your brands voice in the content you are posting to bolster a human connection.Limit yourself to 5 fiel
22、ds or less to encourage prospects to complete and submit the form Use pre-defined questions where possible as these can be auto-populated Be clear about the value exchange so prospects know what theyre getting in return Pass your leads on to your CRM or marketing automation system for follow-upCreat
23、ive Visuals are as important as headlines.Create“thumb-stopping”moments in the feed.Create a distinct brand within your imagery for visual consistency.Highlight insights to pique curiosity,like compelling quotes or immediate value ad.Avoid using stock imagery if possible;leverage real people or unex
24、pected images to drive higher engagement.Mobile-friendly Many audiences visit LinkedIn from their mobile,so make sure your content looks great on small screens.Ensure your landing page is mobile optimised.Watch for the crop factor!Dont try to do too much within the image.Ad Specs Bookmark the offici
25、al LinkedIn Ads GuideStay organised Download our editable Campaign Planning TemplatePrep WorkStep 1Step 2Step 3Step 4Review&LaunchStep 5Download our Pocket Guide to Creating Compelling Lead Generation Ads.When youre ready,launch your campaign in 5 steps Set up Campaign Manager&LinkedIn Insight Tag C
26、reate Campaign Groups within Campaign Manager to categorise related campaigns together.As you scale up your advertising,this helps you easily manage multiple campaigns at the same time.Visit and click Create adSign in with your existing LinkedI account or choose Create New AccountSet an account name
27、,currency,and associate a LinkedIn Page with your account.Install the LinkedIn Insight Tag on your website.This is a free snippet of code that supercharges your lead generation efforts in three important ways:Discover whos engaging with your brand through exclusive demographic insights about your we
28、bsite visitors(like job titles,companies,industries and more)Track conversions and optimise your campaigns automatically Generate more leads and conversions through website visitor retargeting1235You will not be able to change the currency after thisClick Agree&Create Account to generate your accoun
29、t4Add a teammate to your account so your team always has accessPrep WorkStep 1Step 2Step 3Step 4Review&LaunchStep 5Get the step-by-step installation guide.Step 1:Select your objective LinkedIns objective-based advertising approach helps you:Streamline campaign creation:The platform will only show ad
30、 formats and features that support your objectives.Maximise results:The system will optimise your ads to get more of the results you care about.Measure&track easily:Campaign Manager will focus on reporting and forecasting the outcomes that matter,based on your selected objective.Choose your marketin
31、g objective:“I want to collect more quality leads directly with LinkedIn Lead Gen Forms.”“I want people to complete actions on my website,like filling a form to download an e-book.”Download the LinkedIn Objective-Based Advertising guide.Prep WorkStep 1Step 2Step 3Step 4Review&LaunchStep 5Once you ha
32、ve launched your campaign,you cannot change your objective.Step 2:Build your audience Targeting is the foundation to a successful lead generation campaign.Technology marketers who get this step right tend to see higher engagement and,ultimately,generate higher quality leads at a lower cost per lead.
33、There are two types of targeting options:A.Matched Audiences is our suite of targeting features that empowers you to reach your target audience with your own data.ABB.Audience Attributes allows you to build audiences based on LinkedIn member profile data and behaviour.Activate LinkedIn Audience Netw
34、ork if your objective is website conversions.Your ads will be served to the same target audience when they visit our partner apps and websites,helping you reach up to 25%more of your target audience.Learn more about ad targeting with LinkedIn Marketing Labs.Prep WorkStep 1Step 2Step 3Step 4Review&La
35、unchStep 5When should you use Matched Audiences to drive leads?Lead generation is more effective when you reach people who are already engaged with your brand.Matched Audiences combines your existing data with LinkedIns profile data to accurately reach the technology buyers you already know.Align wi
36、th your sales teams Upload a list of prospects that your sales teams are reaching out to and run specific campaigns to help nurture and convert that audience.Dont just include;excludeTo reach new prospects only,upload a list of current customers to exclude from your campaign audience.Retarget visito
37、rs to your websites product pages Nurture their interest by sharing case studies of how other customers have seen success with that product.Warm up cold contacts Revive the conversation by uploading a list of email contacts who have not engaged with your brand in the past 18 months.Combine with Audi
38、ence Attributes Layer Audience Attributes over Matched Audiences to ensure that youre really reaching the right people.You can also run different campaigns to understand which works better for you.Be purposeful about retargetingEffective retargeting builds on visitors past behaviours to guide them a
39、long the path toward a purchase.Use previously nurtured audiences to ensure they have Matched Audiences may improve Cost Per Lead by14%Prep WorkStep 1Step 2Step 3Step 4Review&LaunchStep 5When driving leads using Matched Audiences,retargeted audiences should be in this stage of the customer journeyWh
40、en should you use Audience Attributes to drive leads?The technology campaigns that see the most success on LinkedIn are often those that target the full buying committee.Audience size mattersAt a campaign level,for optimal scale,aim for 300,000+members for Sponsored Content or 60,000 to 100,000 memb
41、ers for Sponsored Messaging.Use Audience Expansion to achieve scale on LinkedIn Audience Expansion increases the reach of your campaign by showing your ads to audiences with similar attributes to your target audience.Enable this only when youre using Audience Attributes not Matched Audiences.Conside
42、r targeting by skillsTechnology marketers are increasingly using skills to reach technology professionals with specialised expertise.Skills are highly relevant keywords found within a members profile that indicate expertise in a particular area.Some skills that may work well with technology campaign
43、s are:Enterprise Architecture,Data Centre,Solution Architecture,IT Governance,IT Transformation,Network Engineering.In addition to your target audience size,the Forecasting Tool provides a Segment Breakdown by professional attributes like job functions.Use Campaign Managers Forecasted Results featur
44、e to estimate your audience sizeDownload LinkedIns Targeting Capabilities guide.Prep WorkStep 1Step 2Step 3Step 4Review&LaunchStep 5As best practice,target broadly to engage the full buying committee Broaden your targeting beyond the technology function to reach the entire buying committee.Its bette
45、r to start broad you can narrow your audiences later,if need be.63%of the B2B buying decision is now influenced by non-IT functionsScenario:To market Cloud solutions to IT decision-makers in FranceDO:Target broadlyJob Seniority:Senior+Job Function:IT,Engineering,Program&Project Management,Operations
46、Audience size720,000+membersDONT:Hyper-targetJob Seniority:Director+Job Function:ITAudience size23,000+membersUse 2 or 3 of the most relevant professional attributes in your targetingDemographics Age GenderEducation Degree Field of study SchoolJob Experience Job Function Job Seniority Member Skills
47、Job Title Years of ExperienceCompany Company Category Company Connections Company Growth Rate Company Industry Company SizeInterests and Traits Member Groups Member Interests Member TraitsDownload our Pocket Guide to Engaging the Full Buying Committee.To protect LinkedIn members privacy,all ad campa
48、igns need a minimum audience size of 300+members.If your audience size is too small,you will be notified with an“Audience Too Narrow”message.This prevents you from saving your targeting and moving to the next step.We recommend starting with these three attributes:Prep WorkStep 1Step 2Step 3Step 4Rev
49、iew&LaunchStep 5This combination helps drive more high-intent conversion opportunities such as white paper downloads or sales demos.Retarget website visitors who downloaded your top-funnel content by serving bottom-funnel thought leadership or production information to capitalise on brand familiarit
50、y and known engagement.To drive website conversionsStep 3:Mix and match ad formatsEach LinkedIn ad format is designed for different goals but they can work in harmony to help you achieve your objectives.Well show you which are most effective for lead generation and website conversion objectives and
51、how to combine them for optimal results.For LinkedIn ad specs at your fingertips,bookmark our Ads Guide.To drive lead generationUse this combination to nurture audiences towards product demos,free trials or event registrations.Retarget audiences who previously submitted your Lead Gen Form for middle
52、-funnel conversion like content downloads with a personalised Message Ad and a strong,single call-to-action.Single Image Ads+Lead Gen FormMessage AdsSingle Image Ads+Message AdsAdd Lead Gen Forms to Single Image Ads,Carousel Ads,Video Ads and Message Ads to seamlessly collect leads directly on Linke
53、dIn.Marketers generally see a 3-5X increase in conversion rate when they use Lead Gen Forms,compared to capturing leads on their own website.Prep WorkStep 1Step 2Step 3Step 4Review&LaunchStep 53-5Xconversion rate Lead Gen Forms can produceDue to the evolving legal landscape in the European Union(EU)
54、,LinkedIn has restricted Sponsored Messaging campaigns to the region with effect from 15 December 2021.T o reach audiences in the EU,please use an alternate ad format.Step 4:Set your budget and schedule How your budget is delivered depends on your objective and ad format.Campaign Manager will guide
55、you through your budget and spend allocation as you are setting up your campaign.Set a daily budget to cap how much youre willing to spend on any given day.You can choose to let your campaign keep running or define a start and end date.Set a lifetime budget of how much youre willing to spend for the
56、 duration of the campaign.If this is US$10,000,for example,it will be distributed between your start and end date.Set both a daily and lifetime budget.The campaign will run continuously until the lifetime budget is exhausted.123Prep WorkStep 1Step 2Step 3Step 4Review&LaunchStep 5For technology campa
57、igns,we recommend a daily budget of at least US$100.This helps your campaign achieve sufficient scale and reach to produce meaningful data that you can use to optimise your efforts and understand your impact.Heres how to bid on LinkedInFor technology marketers,we recommend starting with manual biddi
58、ng and setting your bid$1 higher than the average bid price to build traction quickly.Once the campaign has high engagement,you can switch to maximum delivery.The LinkedIn ad auction determines which ads are shown to members.Auction winners are determined by bids,combined with a Relevancy Score.And
59、because LinkedIn uses a second-price auction,winners only pay a cent above the second-highest price.Heres how it works:A Relevancy Score tells us how likely the ad will attract the member to take an action.Calculated using a prediction model,it considers past campaign performance,such as click-throu
60、gh rate,comments,likes and shares,where available.Maximum Delivery(Automated)Manual BiddingWhat it doesLinkedIn sets your bid to get the most results while delivering full budgetYou set your own preferred bidWhen to useWhen you want full budget deliveryWhen you prefer bid controlBenefitsDelivers vol
61、ume of results,expends your full budget and saves you time with no guessworkMaximum bid controlIf this member is in your target audience,an ad request is createdBids are placed in auctionFor each bid,an ad Relevancy Score is calculatedAds are ranked by their Bid x Relevancy Score to determine the wi
62、nner A member visits LinkedInThe winning ad is served.TargetingBiddingRelevancyRankingThe auction winner pays one cent more than the second-highest bid.Prep WorkStep 1Step 2Step 3Step 4Review&LaunchStep 5Step 5:Set up Conversion TrackingThis is where the power of the LinkedIn Insight Tag comes into
63、play.If you arent using Lead Gen Forms,you want to make sure that youre capturing leads on your website.Conversion Tracking captures the actions that audiences take on your website(such as downloads,sign-ups,purchases and more)after clicking or viewing your LinkedIn ad.Review&LaunchAll thats left is
64、 to upload your ad creatives for review.Once your ad has been approved,your campaign can go live.In orderto access Conversion Tracking,you must first install the LinkedIn Insight Tag to your website.If youre tracking a form fillon your website without a Thank You page,you must use anevent-specific i
65、mage pixelto track conversions,as they dont lead to an associated page.Get step-by-step instructions to set up Conversion Tracking.12Understand our advertising guidelines.Prep WorkStep 1Step 2Step 3Step 4Review&LaunchStep 5The technology marketers checklist for driving leads on LinkedIn Select your
66、Campaign Objective Build your Campaign AudienceMix and Match Different Ad Formats Set your Budget and ScheduleSet up Conversion TrackingUpload your Creatives for ReviewInstall the LinkedIn Insight Tag Unlock exclusive demographic insights about your website visitors.Track conversions and optimise yo
67、ur campaigns automatically.Build a retargeting audience from your website visitors.Get installation instructions.Choose Lead Generation to collect quality leads directly on LinkedIn.Choose Website Conversions if you want audiences to complete actions on your website,like filling a form to download a
68、 resource.You cannot change your objective after your campaign has been launched.Use Matched Audiences to combine your existing data with LinkedIns data.Use Audience Attributes to define your audience in terms of professional attributes.Download the Contact List template and Company List template fo
69、r Matched Audiences.For Lead Generation,consider Single Image Ads+Message Ads +Lead Gen Form.For Website Conversions,consider Single Image Ads +Message Ads.Bookmark the LinkedIn Ads Guide.Define a daily budget,lifetime budget or both as well as start and end dates:Daily budget:How much youre willing
70、 to spend each day.Lifetime budget:How much youre willing to spend for the entire campaign.If youre not using Lead Gen Forms,set up Conversion Tracking to capture the actions that audiences take on your website after clicking or viewing your LinkedIn ad.Get setup instructions.Once your ad creatives
71、are approved,your campaign can be launched!Download the Better Campaign Planning Template.Review&LaunchStep 1Step 2Step 3Step 4Step 5Prep WorkNow that your campaign has launched,you can start measuring performanceMatch measurement metrics to your objectives Measuring and reporting on your marketing
72、strategy is important to ensure youre proving value to your business.To determine the metrics that matter,match these to your objectives.Monitor and report campaign performanceAfter you have a launched a campaign,you can start monitoring results in Campaign Manager.As a good rule of thumb,once you h
73、ave reached 25,000 impressions,you should have sufficient data to start thinking about optimisation.Marketing objectiveCommonly used metricAdditional recommended metricsGenerate leads Number of leads Cost per conversion/lead Conversion rateNumber of quality leads(MQL,SQL)LTV:CAC ratio(lifetime value
74、:customer acquisition cost)Convert/retain customersCost per conversion/lead Transaction value/revenue Churn%Renewals Customer lifetime value(LTV)All lead metrics can be found in Conversions&Leads column in your campaign Performance Chart.For lead generation objectives,the metrics are:Conversion rate
75、 Cost Per Conversion Cost Per LeadThese can be downloaded as an Excel CSV file.Heres how you can make sense of your results:Gain deeper insights from your resultsIn order to understand the real quality of the audience you are capturing,its important to assess not only how much it costs for someone t
76、o fill in your form,but to measure the long-term value that a lead will translate into by the end of the buying cycle.Lead scoring your LinkedIn leadsLead scoring is a methodology for ranking leads to determine their sales-readiness.Having a lead scoring system in place enables you to determine a pr
77、ospects current level of interest in your company.You can use this information to shape your outreach and nurture strategy.Assign a lead score between 1 to 100 based on a leads fit,engagement with your company and propensity to buy to determine if its a Marketing Qualified Lead(MQL).The lead score c
78、an increase as you learn more about how they engage with your website and your marketing activities.6monthsDigital marketers often measure ROI too quickly.While the average length of a B2B sales cycle is 6 months,only 4%of marketers measure ROI over 6 months or longer.To capture the full impact of y
79、our campaigns,use campaign metrics as short-term KPIs and measure ROI over the longer term.Learn more about the Long and Short of ROISource:The 5 Principles of Growth in B2B Marketing,The B2B InstituteTips for better lead scoring Determine your ideal buyer persona.You can then adjust your campaign t
80、o focus on generating leads that your sales team wants.Ensure sales and marketing alignment.Both teams need to agree on what constitutes as an MQL so you can devise an appropriate lead scoring strategy.12 Set up integration with your marketing automation partner.This ensures leads flow into your sys
81、tem for efficient scoring and quick access by the sales team for outreach and nurture.3Download our Pocket Guide to Building an Effective Lead Scoring Model.Keep learning!Test your knowledge and get certified in LinkedIn ads with LinkedIn Marketing Labs.Uncover key principles of marketing growth wit
82、h Brand to Demand.Understand how to advertise better,build your brand,and drive more leads with LinkedIns Read Me series of essential guides.The B2B technology buying landscape has changed.Find out how in LinkedIns Age of Agility research report.Learn the Long and Short of ROI and why measuring quickly poses challenges for digital marketers.12345Check out these resources for technology marketers.