Marketing to your ideal clients using LinkedIn Marketing Solution

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LinkedIn Marketing Solutions Louise Wilson | Head of New Business AUNZ

September 7th, 2020

The world we work in is rapidly evolving Limited data

Data overload

Mass reach

1:1 relationships

Do-it-yourself

Automation Work from office

Work from home

Amid these shifts, there’s never been a more interesting time to be a digital marketer

Sources: Global Web Index Coronavirus Research, March 2020, LinkedIn Platform Survey, March

44% of respondents

43% of respondents

report spending more time on social media right now

are now working remotely

30% of respondents

73% of respondents

say social media should provide live streaming of events at this time

agree that brands should advertise as normal or have no opinion at this time

The challenges that marketers still face daily

Complex buying journey

Distracted buyers

Internal pressures to prove value

Why leverage LinkedIn Marketing Solutions?

We connect with professional audiences

Driving meaningful engagement

In an environment that yields results

Affluent audience

Intentional Mindset

Trusted platform delivering impact

Professional, Affluent Audience

11

million

700k 2x Sources: LinkedIn, DemandWave

Australian Members on LinkedIn

LinkedIn members are categorized as Affluent

LinkedIn’s audience has 2x the buying power of the average web audience

Intentional, Active Mindset 2-3x

Victoria Bolman

+33%

6x 82% Sources: LinkedIn Mindset research, LinkedIn Marketing Solutions Research, Content Marketing Institute

Members are 2-3x more likely to feel positive and purposeful after visiting LinkedIn compared to other platforms Brands have seen a 33% increase in purchase intent resulting from ad exposure on LinkedIn Audiences exposed to both brand and acquisition messages on LinkedIn are 6x more likely to convert 82% of marketers realize their greatest success on LinkedIn compared to other social channels

#1

Trusted Platform delivering impact Most Trusted Business Insider’s Digital Trust report

2019

2018 2017

Sources: Hubspot global customer analysis, Demand Wave digital marketing report, LinkedIn Mindset research

platform for B2B lead generation

2x

higher conversion rates

2-3x

lift in brand attributes

How to drive business growth on LinkedIn today

Executing a marketing strategy on LinkedIn Step 1

Step 2

Step 3

Step 4

Step 5

Plan for objectives

Find audiences

Establish community

Launch campaigns

Measure results

Step 1

Plan for objectives

Step 1: Plan

Investing in both long and short term is critical for growth

Brand Marketing

Demand Marketing

Creating memorable links between the brand and relevant buying situations to drive long-term growth

Creating urgency around specific offerings/services to drive short-term growth

Step 1: Plan

Our platform puts your objective first Objectives available in Campaign Manager

Awareness Brand Awareness

Consideration

Conversions

Website Visits

Lead Generation

Engagement

Website Conversions

Video Views

Step 2

Find audiences Target decision makers at scale

Step 2: Target

Reach a qualified audience with first-party targeting Targeting options based on member profile information

Company

Seniority

Education

Interests & Identity

Company name

Job title

Schools

Location

Company size

Job function

Degrees

Skills

Industry

Job seniority

Fields of study

Groups

Followers

Years of experience

Connections

Interests Age Gender

Step 2: Target

Whether you want to go wide or narrow Reach decision makers at scale with LinkedIn’s unique targeting capabilities

Your CRM

Reach new members who look like your most valuable audiences Lookalike Audiences

Audience Expansion

Narrow in on your target audiences and contact lists Matched Audiences

Retargeting

Step 3

Establish community Reach buyers when they’re in a professional mindset

Step 3: Launch

Develop a content strategy for your target audience The LinkedIn platform • Follow topics and trending hashtags to join relevant conversations • Leverage Content Suggestions on Pages to inform your content strategy

• Monitor industry activity by following your competitors’ LinkedIn Pages

Step 3: Launch

Educate LinkedIn members on your brand LinkedIn Pages • Post content on your Page daily • Comment and engage with members as a brand via your Page • Publish thought leadership content to demonstrate industry knowledge and expertise • Share information about your company culture and sense of purpose to build trust

More than 45% of all social media traffic to a company’s homepage comes from LinkedIn

Attitudes: What topics are Australian Mass Affluent interested in?

Topics driving more engagement with AU Mass Affluent audience vs. overall AU audience

Topics such as finance and economy, investment banking, equities & international real estate indicate focus on financial & investment activities, while topics like IT infrastructure & oil and gas suggest possible work areas, with executive positions suggesting probable work seniority levels

Source: LinkedIn Internal Data (Mar 2019 – Feb 2020). Target: AU segment modelling members who possess USD100k+ in investable assets.

Baseline: All Members in Australia on LinkedIn minus those categorized as Target (Custom Mass Affluent Segment)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Technology Finance and Economy Natural World Digitization Executive Positions Capital Raising IT Infrastructure Construction Investment Banking International Real Estate Oil & Gas Equities Copper Nickel Asset Allocation Gold Capital Markets Leasehold Iron Ore Portfolio Management

191X 264X 238X 228X 253X 361X 222X 232X 355X 362X 341X 476X 472X 489X 441X 436X 431X 426X 385X 378X

Content: How many pieces of When contentdodoSingaporean I need to create to convert Mass Affluent leads in Australia?

Buying Behaviour: SMBs make purchasing decisions?

On average Australia Mass Affluent need 5 brand/awareness and 6 lead generation impressions before becoming a lead.

Note: Do not take this insight as gospel, there are too many variables for these numbers to be a ‘law of execution’. ..we recommend experimenting with your own campaigns and measuring performance against your past campaigns, not an industry average.

11+

Australia Mass Affluent need pieces of content on average to convert

45%

+

Brand/awareness impressions

55% Lead gen impressions

Source: LinkedIn Internal Data (Sep 2019 – Feb 2020). Target Audience: AU segment modelling members who possess USD100k+ in investable assets. * Calculations are done at a Member-Marketer Level and considers only nurtured leads

Step 4

Launch campaigns Connect with buyers to deliver value

Step 4: Launch

Leverage organic posts to test and learn

Post

Analyze

Amplify

Test and learn by posting about a variety of topics to see what’s resonating with your audience

Review organic performance regularly to identify top-performing organic posts

Promote top-performing organic posts using paid advertising in the feed, messages, and right rail

Step 4: Launch

Amplify beyond your organic following with paid solutions

Gimmoni x

Sponsored Content

Sponsored Messaging

Additional Ad Formats

Video Ad | Single Image Ad | Carousel Ad

Message Ad | Conversation Ad

Dynamic Ad | Text Ad

Step 4: Launch

Tips and Tricks to keep in mind with a smaller budget

Select the correct bid type

Ensure your bid is most suited for your campaign objective & budget (Automated or Manual bids)

Don’t hedge your bets

Reduce your time in market

Focus your budget on 1 or 2 audiences / products to increase impact and analyse what is and isn’t working well

We recommend a min. daily budget of $100 $200 per day to capture adequate clicks / data to inform optimisations

Front load your campaigns

Set daily budgets higher earlier in the campaign to generate more activity and data. Use your learnings to optimise and reduce daily budgets thereafter

Step 4

Measure results Build meaningful customer relationships on our trusted platform

Step 4: Measure

Customer Drive customer conversions Value The best way to understand your customers is by listening to what they need and adjusting your Layer Lead Gen business, brandForms and content accordingly. across paid campaigns

to convert prospects to customers

5x Source: What's a Good Conversion Rate?, WordStream

higher conversion rates than traditional landing pages

Step 4: Measure

Validate results against your objective Use Campaign Manager to manage campaigns and optimize for performance

Step 4: Measure

Customer Understand your page and Value website visitors The best way to understand your customers is by listening to what they need and adjusting your Leverage Page and Website business, brand and content Demographics accordingly. to analyze the

types of professionals who are visiting your page and website.

Case Study

ICICI Bank & LinkedIn Marketing Solutions

How ICICI Bank strengthened its brand among its key audience with a thought leadership campaign

The Challenge

Campaign Objective

There is a plethora of content in the marketplace positioned in the thought leadership space so how do retail banks add value to their customer journeys and create content that stands out

Position itself as a thought leader within the financial industry and drive brand salience

Target Audience

High net worth individuals and young working professionals

Case Study

ICICI Bank & LinkedIn Marketing Solutions How ICICI Bank strengthened its brand among its key audience with a thought leadership campaign

Targeting

Creative + Customer Journey

Results

4k new followers 80% added value earned media

1.76% engagement rate (284% above LI benchmark)

Step 1: Plan

Thank You louwilson@linkedin.com