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Live Customer Webinar: LinkedIn Lead Accelerator Optimization

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LinkedIn Lead Accelerator: Optimization Best Practices

 Rachel Rickles  Marketing Automation Consultant Manager  LinkedIn

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•  Got a question? Submit it in the Q&A box.

•  Follow us for more: @LinkedInMktg

How to Engage with Us

Let’s Talk About

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•  Understanding Lead Accelerator Metrics •  Optimization Basics •  Nurture Contact Usage and Audience Filtering •  What Else to Look Out For? •  Q&A

Metrics

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Understanding Lead Accelerator Metrics: Nurture Stream Performance

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Understanding Lead Accelerator Metrics: Nurture Usage

Basics of Optimization

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Optimization Basics: Stream Implementation

•  Have you launched all streams that were identified during the Launchpad session? •  How long have your streams been running?

Optimization Basics: Channel Usage

Facebook News Feed:

LinkedIn Sponsored Content:

Display:

Optimization Basics: Performance by Creative

Optimization Basics: Content & Wave Optimization

Optimization Basics: Stream Optimization

Nurture Usage & Audience

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Nurture Usage & Audience: Nurture Contact Usage

Nurture Usage & Audience: Nurture Contact Usage

Below Contracted Contact Limit: •  Broaden Nurture Audiences •  Lengthen Wave/Stream Duration •  Leverage Marketing Automation Integration, if

Possible

Above Contracted Contact Limit: •  Pause Under-Performing Streams •  Narrow Audience Segments •  Decrease Duration of Nurture Streams

Nurture Usage & Audience: Audience Filtering

Target: Nurture Stream Audience – Product Pages, Home Page, Blog, etc.

Filtering: Business Demographic and Geographic Overlays – Job Function, Seniority, Company Size, Industry, Country

What Else?

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What Else: Creative Best Practices

1 Call To Action

2 If Leveraging Animation, Use CTA in Every Frame

3 Ensure Your Logo is in Every Frame

4 Clear Value Prop

5 Sense of Urgency

6 Coordinate Colors & Images

7 Balance Text & Images

8 Relevant Landing Page

What Else: Landing Page Best Practices

1.  Visually match your ad 2.  Have a clear, compelling title 3.  Include a description of the offer that is

easy to scan 4.  Include a visual of your content 5.  Include a short form with minimal fields 6.  Have a clear call to action button—make

it actionable. 7.  Have minimal or no navigation

A Few Final Thoughts

Start simple! It’s very easy to get complex with this product quickly, so start simple and then optimize for maximum performance.

Leverage new content. Content is constantly being created, so don’t be afraid to use new content for your Lead Accelerator program.

Test and optimize. This is a “living” program that needs some love every once in a while.

Give your program time. Your program needs some time to ramp-up before you make any big adjustments. You’ll want to see what works before you start to optimize.

Help Center Links: •  Optimization Overview

•  http://help.lms.linkedin.com/hc/en-us/articles/205548358-Lead-Accelerator-Optimization-Overview

•  Creative Best Practices •  Display:

•  http://help.lms.linkedin.com/hc/en-us/articles/205696078-Banner-Ad-Best-Practices •  Sponsored Content:

•  http://help.lms.linkedin.com/hc/en-us/articles/205855038-Sponsored-Content-Creative-Best-Practices

•  Facebook Newsfeed: •  http://help.lms.linkedin.com/hc/en-us/articles/205854758-Facebook-News-Feed-

creative-best-practices •  Landing Page Best Practices

•  http://help.lms.linkedin.com/hc/en-us/articles/205292397-Landing-Page-Best-Practices

Helpful Links:

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