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Data-Driven Best Practices for LinkedIn Sponsored InMail
The webinar focuses on best practices for using LinkedIn Sponsored InMail to address B2B customer data decay and enhance content consumption. It highlights the effectiveness of targeted, personalized messaging and offers campaign tips, including optimizing for mobile and leveraging insights from data analytics. Key metrics and success stories are presented to illustrate the benefits of Sponsored InMail compared to traditional email strategies.
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Data-Driven Best Practices for LinkedIn Sponsored InMail
- 1. Irina Skripnik Global ProductMarketing Manager, LinkedIn Sophia Wong Marketing Intelligence & Analytics Manager, LinkedIn Data-Driven Best Practices for Sponsored InMail
- 2. Questions? Send themvia Webex Q&A feature Recorded? Of course! Before we get started… Feedback? Survey will be available at the end of the webinar
- 3. INTERNAL USE ONLY Today’sAgenda 1 What pain points will Sponsored InMail alleviate? 2 LinkedIn’s secret sauce for Sponsored InMail 3 Campaign Launch Prep Tips 4 Top Sponsored InMails
- 4. INTERNAL USE ONLY Today’sAgenda 1 What pain points will Sponsored InMail alleviate?
- 5. Annual rate ofB2B customer data decay: 66% job title, function, or company change 37% email address change Source: 2015 study by Biznology http://biznology.com/2015/02/b2b-data-decay-list-rental-buyer-beware/ How do you combat data decay?
- 6. Half of B2Bbuyers start their solution research with a web search, and 72% of buyers will use Google at some point in the research stage 57% will browse existing discussions on LinkedIn Source: 2014 B2B Buyer Landscape, Demand Gen, Pardot How do you make sure your content is consumed?
- 7. Asked for suggestions/ recommendations from users Connecteddirectly with potential vendors Connected with individual thought leaders for opinions Did not use social Browsed existing discussions Professionals rely on LinkedIn as a content hub to educate themselves on buying decisions
- 8. Combat dirty data& decay to decrease bounce rates and unsubscribe rates Benchmark email bounce rate: 1.10% and unsubscribe rate: 0.23% Sponsored InMail bounce rate: 0% (it doesn’t bounce) and unsubscribe rate: .10% Timeframe January – August 2015. Sponsored InMail click rate based on sends. Source: http://mailchimp.com/resources/research/email-marketing-benchmarks/
- 9. Improve content consumptionby 2X Timeframe January – August 2015. Sponsored InMail click rate based on sends. Unsubscribe rate based on opens. Source: http://mailchimp.com/resources/research/email-marketing-benchmarks/ Benchmark email open rate: 22.1% and CTR: 2.9% Sponsored InMail open rate: 41.2% and CTR: 4.8%
- 10. Sponsored InMail averageopen and CTR by vertical 0% 10% 20% 30% 40% 50% Construction Legal Educational Corporate Arts Transportation Government High-tech Non-Profit Manufacturing Consumer Service Recreational Media Medical Finance 0% 2% 4% 6% 8% 10% 12% 14% Construction Manufacturing High-tech Educational Government Finance Corporate Non-Profit Service Consumer Medical Recreational Transportation Media Arts Legal Average Open Rates Average CTR
- 11. Timely, convenient, andpersonal messages to people that matter most to your business LinkedIn Sponsored InMail Optimized for desktop and mobile
- 12. Sponsored InMail providesexclusive share of voice 70.6% receive only 1 Sponsored InMail annually 29.3% receive 2-3 Sponsored InMail annually
- 13. LinkedIn Sponsored InMail Examples “What’sour secret sauce?
- 14. Clear, time sensitive,Sponsored InMail delivers a 8x registration boost Email 24.6% Opens .74% Registrations Sponsored InMail 41.8% Opens 8.7% Registrations
- 15. A compelling premiumoffer achieved CTR > 30% Open rate: 41% CTR: 32%
- 16. 1 in 5recipients downloaded report specific to their region Open rate: 67.4% CTR: 20.5% Open rate: 56.9% CTR: 22.0%
- 17. INTERNAL USE ONLY Today’sAgenda 3 Campaign Launch Prep Tips
- 18. Context + Value+ Mindset
- 19. . New LinkedIn MessengerExperience is HereNEW Threaded messages Chat style interface People centric list view
- 20. . New LinkedIn MessengerExperience is HereNEW Custom call to action button Image banner for branding impact Easy to navigate left pane Custom greeting
- 21. Seamless Member Experienceon Mobile
- 22. How can youtarget and how should you target
- 23. Shares and consumes content on LinkedIn Memberof groups about entrepreneurship and business Keeps his profile updated
- 24. Advance his career Help his companygrow Build new skills
- 25. FixDex Inc., 201-500,Internet Member of networking Groups Senior Individual Contributor Male San Francisco, CA USA COMPANY NAME INDUSTRYSIZE SCHOOL LOCATION JOB TITLE SENIORITY FUNCTION MIT FIELD OF STUDY Computer Science DEGREE Bachelor’s GRADUATION 2007, 30AGE CCNP, virtualization, cloudSKILLS Senior Network engineer GENDER GROUPS IP
- 26. User Entered Title StandardizedTitle Function Examples: • Product Marketing Lead → Marketing function • Inventory manager → Operations function • Yield manager → Sales function INFERRED FROM USER ENTERED TITLE Function Pro Tip: target by function to get relevancy + scale; target by title to reach experts and specialists with a highly
- 27. User Entered Title StandardizedTitle Seniority Examples: • Product Marketing Lead → Senior IC • Operations manager → Manager • Solutions marketing → Entry IC INFERRED FROM USER ENTERED TITLE Seniority Pro Tip: IC and Sr. IC are both decision makers and influencers. Don’t use Director + unless your message is
- 28. Company Entered Name CompanyEntered Industry Company Entered # of employees Sample Targeting Facets: • Company Name → LinkedIn • Company Industry → Internet • Company Size → 5,000-10,000 INFERRED FROM COMPANY PAGE Company Size & Industry
- 29. 4 Most CommonMethods of Targeting • Titles • Job Function + Seniority • Skills + Seniority • Groups (+ Seniority) Pro tip: Add company size, industry to narrow in your target market TEST AUDIENCES TO FIND BIGGEST IMPACT Scale Your Target Audience Efficiently
- 30. “How do youtake your Sponsored InMails from Great to Outstanding?” Campaign Launch Prep Tips
- 31. Let your audienceknow this message is relevant for them but don’t go overboard i.e.. “Hi California event planner working at an enterprise level company…” TAILOR YOUR CONTENT ACCORDINGLY – CALL OUT YOUR TARGET AUDIENCE 1. Target audiences want relevant content PRO TIP:
- 32. 2. Focus onDM’s and Influencer audiences NARROW IN ON THOSE WHO ARE MOST LIKELY TO ENGAGE Influence the Influencer: • Consider targeting Senior IC as part of your audience these are the Senior System Network Engineers, Senior Developers, Accountants, Lawyers, Scientists • You have a much bigger audience that will test products and influence the purchase vs. person signing the contract Pro tip: Owner/Partner/CXO content should be crafted specifically for this audienceOwner Partner CXO VP Director Manager Senior Entry Training Unpaid
- 33. GIVE THE MEMBERA GOOD REASON TO ENGAGE WITH YOUR CONTENT 3. The Impact of Your Message Starts with the Preview Sender: Person = personalized 1st person content “I” Company = content on behalf of a team or product Subject: Be concise about what the value member will get from the message. Description: Give member specific instructions what to do with your message ex. Register for… download the…
- 34. 4. Good subjectlines Short, impactful subject lines often utilize some of the following key words: 1. Thanks 2. Exclusive invitation 3. Connect 4. Job opportunities 5. Join us LET THEM STAND OUT IN THE INBOX
- 35. THINK MEMBERS FIRSTWHEN CRAFTING YOUR CONTENT 5. Give your message a unique and genuine voice Strong visual: Support your message content and call to action, but not distract Be concise, personal and relevant: Keep your copy under 1000 characters and include a body link Strong call to action: should be clear what action should be taken
- 36. The Helpful AdvisorThe VIP Invitation The Cliffhanger Start by explaining how your piece of content will help your target achieve professional success. Get your audience to react by inviting them to an exclusive event. Let them know it’s a limited opportunity Tell your audience just enough to pique their interest but not so much that they aren’t compelled to learn more. 6. Create content that’s helpful, informative and/or entertaining TRY WRITING FROM THESE PERSPECTIVES
- 37. PRO TIP: CLEARCTA WILL MAXIMIZE CLICKS AND CONVERSIONS TO GATED CONTENT 7. Clear calls to action Top InMail CTA keywords 1) Try 2) Register 3) Reserve 4) Join 5) Confirm 6) Download Top Sponsored Update CTAs 1) Apply 2) Stop by 3) Download 4) Read 5) Check 6) Register
- 38. Never miss anopportunity to reach your target audience—no matter where they are or how and when they choose to consume content. 8. Take advantage of quick lead opportunities AS PROFESSIONALS CATCH UP ON CONTENT AT HOME
- 39. 9. Optimize thecontent for mobile For best mobile performance make sure: • The copy is fewer than 1000 characters or eliminate it all together. • The CTA is clear. • The landing page is optimized for the small screen.
- 40. SYNERGISTICALLY WITH MULTIPLEFULL-FUNNEL PRODUCTS 10. Multi-Product Marketers gain performance 128% higher open rates among those exposed to Display and Sponsored Updates first Infographics, blog posts, industry trends, influencer content, “behind the scenes” and exclusive content 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 Shape Perception Establish Trust Drive Traffic for Nurturing Nurture to Convince and Convert Earn New Leads
- 41. Best Practices CheatSheet 1. Optimizing for relevance • Ensure your message resonates with your target audience • Always ask, “why would the audience read this? • Consider targeting the influencer to the decision • Use a sender with credibility among the target audience 2. Optimizing content • Clearly outline benefits to the member for engaging with this message • Use concise, compelling and conversational intros • Include a concise call to action and be clear about what the reader should do • Make sure landing pages are optimized for mobile traffic 3. Amplify and personalize • Test to see what works with the audience and then refine • Be resourceful and use your existing content by reworking it to be conversational • Be genuine
- 42. INTERNAL USE ONLY Today’sAgenda 4 Top Sponsored InMails
- 43. Easy to readmessage with clear value benefit to the target audience. Concise message to a specific target audience is the best approach for offers and trials. Uses the intro copy to address the target audience and adds credibility by referencing their engineers Landing page does the educating and converting Top Sponsored InMails- Q3 2015
- 44. Provides a lotof upfront value by referencing that this is an updated report for this target audience. The message is passive and focused on information sharing not hard selling. These tactics are effective ways to distribute content like survey results or a research report. Top Sponsored InMails- Q3 2015
- 45. The message ishighly personalized and sites relevancy both for target audience and location. Very clever tactic to gather decision makers in a community environment. Taps into a very broad desire to network: the main reason professionals use LinkedIn. The message is appropriate to the platform. Top Sponsored InMails- Q3 2015
- 46. Captivating subject line Messagefits in well to be sent from a company Call-out that this is a once in a lifetime opportunity Message has a sense of limited availability and time sensitivity Top Sponsored InMails- Q3 2015
- 47. Highly personalized andconcise messaging got high engagement and registrations Message is easy to engage with across desktop and mobile The image adds visual appeal to the message on desktop. Top Sponsored InMails- Q3 2015
- 48. Niche content findsa place on LinkedIn with the use of an effective targeting strategy. Specific instructions on how the report will be delivered and what to expect. The intro copy is concise and clear and adds to the image and call to action. Top Sponsored InMails- Q3 2015
- 49. Top Don’t Tips 1.Pushy Content • Content that sounds like a brochure or infomercial. Ex. Who does ABC trust for XYZ? Us! See what XYZ can do for your business • Don’t cast too wide of a net Ex. You or a colleague may benefit from this… • Avoid !!! and ALL CAPS • Don’t overload message with multiple calls to action, focus on one action and building trust 2. Hard to Navigate Website • The landing page should match the call to action and message. (ex. Demo in message vs. whitepaper or about us on landing page) • Your landing page should align with your goal ex. PDF is not ideal for conversions 3. Too much or too vague • Avoid getting all details into the message, your landing page should do the educating • Have a call to action that’s too long • Using a closing salutation if the message is coming from a company • Technical content coming from marketing or sales contacts
- 51. Questions? Irina Skripnik Global ProductMarketing Manager, LinkedIn Sophia Wong Marketing Intelligence & Analytics Manager, LinkedIn