Upload
linkedin
View
1.257
Download
0
Embed Size (px)
Citation preview
Insights and Best Practices from LinkedIn
WEBINAR:Connecting with Today’s Prospective Students
Ira Amilhussin
Sr. Marketing Manager
Irina Skripnik
Research Consultant
Scott Jones
Account Manager
1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed
2 – Job Growth and Educational Requirements through 2020, Georgetown University, 2014
of admissions directors
did not meet their 2015
enrollment goals
58%
of all American jobs will
require some sort of
education beyond high
school by 2018
63%
It’s challenging to convert prospects to students but the value of the degree is still there
How can higher
education marketers
impact the decision
process of today’s
empowered prospect?
?
LinkedIn Survey and Internal Data: August 2015
This deck features U.S. Results
1,627 total respondents
including:
•502 MBA / Masters Intenders
•524 MBA / Masters Grads
Understanding today’s higher education decision journeyWe surveyed 15,000+ respondents on LinkedIn
Brazil
Australia
India
Germany
UK
France
USA
Canada
Hong Kong
Singapore
Netherlands
South Korea
JapanSpain
Peer groups
and professional networks
are a significant influence
Millennials are driven by
a different mindset than
Gen X
Prospects seek specific
content
at each stage
The decision process is
exclusive and it’s critical
to make the shortlist
Key Findings
The decision-making process is exclusive
Only 3schools make the
prospects’ shortlist
72%
develop their shortlist
before reaching out to
a school representative
93%
end up enrolling
at a school from
their shortlist
Base: MBA and Masters Grads (n=524)
It’s critical to make the short list
Friends and peers are key influencers
Institutionwebsite
Friends/Peers
InformationSessions
ProfessionalNetworks
55%
50%
25%
Professional networks
are 3x as influential as
personal networks
ProfessionalNetworks
PersonalNetworks 8%
25%
25%
Top influential sources when considering further
education
Base: MBA and Masters Intenders (n=502)
Increased earnings drives the higher education decision
26%
32%
48%
48%
54%
Increased confidence in my current job
Develop leadership skills
Passion for learning
The need to up-skill
Seeking a higher salary
Increasing Trend:
Skill development
to compete in
today’s world
Base: MBA and Masters Intenders (n=502)
Top 5 factors influencing the decision to undertake higher education
Millennials (18-34) Gen X (35-49)
Seek a higher salary Passion for learning
Need to up-skill Need to up-skill
Passion for learning Seek a higher salary
Develop leadership skills Develop leadership skills
Millennials and GenXers both have a strong passion
for learning, but for different reasons
1
Base: MBA and Masters Intenders (n=502)
2
3
4
1
2
3
4
Top factors influencing decision to undertake higher education
64%
71%
79%
83%
90%
Location of campus
Tuition fees
University reputation (overall)
Program format
Faculty/teacher quality
University Ranking
came in 7th
Base: MBA and Masters Intenders (n=502)
Respondents who intend to undertake a Masters or MBA
When deciding where to study, quality of learning
experience is more important than cost
Flexible study options are essentialBut there are differences by age
Base: MBA and Masters Intenders (n=502)
48%
41%
33%
26%24%
Part-Time Local Online Hybrid ( face-to-face and online)
Full-Time Local(in-country)
Full-Time Local(within
commutingdistance)
GenXers are 58%more likely to want
online study options.
Millennials are
21% more likely
to want part-time
local study options.
Top types of information sought by intenders in each stage
of the higher education decision-making process:
Giving them relevant content at each stage
will help keep schools top of mind
AWARENESS DISCOVERY SELECTION
Career Advice
Information on courses and degree programs
Expert commentary and reviews
Staff and lecturer profiles
Alumni profiles/achievements
Institution rankings
Education and industry news
Base: MBA and Masters Intenders (n=502)
1
4
Top types of information sought by intenders in each stage
of the higher education decision-making process:
Giving them relevant content at each stage
will help keep schools top of mind
AWARENESS DISCOVERY SELECTION
Base: MBA and Masters Intenders (n=502)
Peer groups
and professional networks
are a significant influence
Millennials are driven by
a different mindset than
Gen X
Prospects seek specific
content
at each stage
Key Findings
Implication:Engage early in the
decision process with
a relevant content
marketing strategy
Implication:Understand the nuances
of your audience and
target them with relevant
content by decision stage
Implication:
Test different types of
content for Millennials
vs. Gen X that address
their different drivers
Implication:Arm alumni and
professional groups with
information that is easily
shared with prospective
students
The decision-making
process is exclusive and
making the short list is
critical
The New Role of Content
Content for Nurturing
Proactive Planning, not Reacting
16
17
Google Zero Moment of Truth 2011
Consumers use an average of 10.4 sources to
research a purchase decision
Top Content Marketing Scores Globally- Q2 2015What We Can Learn
Paid, Owned, Earned: 70% of the top
10 use all of LinkedIn’s sharing tools:
including SU, employee sharing, and
the publishing platform
Share often: top companies share up to
10+ times per day!
Know your audience: understand who
your followers are and take advantage
of organic update targeting to boost
engagement rates
Think Beyond the Typical 9-5 Schedule
20
Industry Trends: Mobile First
12:00PM
6:00AM
9:00PM
EDU on LinkedIn
Competition and Audience Insights
21
LinkedIn Content by the Numbers
400M+Professionals
100,000+Articles per week
7Ways to share content
7XContent vs. Jobs
500+Influencers
50% Mobile70%+ for SU
Source: LinkedIn Internal Study May 2015
3 Things to Start Doing Differently. Now.
1
2
3
Be helpful and audience-first. Think about the benefit to the member
Provide useful information before asking for contact information
Tell stories and use “you” information
Source: LinkedIn Internal Study May 2015
How to Differentiate: Rule #1- Know Your Audience:
What Followers Want to Hear
2%
4%
5%
6%
6%
7%
8%
10%
12%
13%
13%
20%
26%
32%
55%
Work for a competitor
Want to sell something to the school
Want to receive deals and special offers from the school
Stay up to date on financial and investment news related…
Currently work for the school
My company currently does business with the school
Current customer/user/client of the school
Want to learn more about the school's products and/or…
Interested in working for the school
As a parent, I am interested in the school for my child
Used to work for the school
Stay informed on the industry
Want to be included in the school's community on LinkedIn
Stay up to date on latest news from the school
As a student/alumni, I am interested in the school
% Among US Followers
Engage Non-FollowersLinkedIn Trending Topics in the US
Current MBA Postgrad StudentsCurrent non-MBA Postgrad Students
Source: LinkedIn Internal Study May 2015
Top EDU Updates: Advice, Information, and Reputation
Full Funnel Approach
Content Through the Buyer’s Journey
Shape Perception
Establish Trust
Drive traffic for
nurturing
Earn new
leads
Nurture to convince and convert
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, events, product reviews and comparisons, analyst
reports
newsletters, recommendations, case studies, product news, tutorials
28
EDU: Through The FunnelUPPER FUNNEL
BRAND MESSAGING
THOUGHT LEADERSHIP
BOTTOM FUNNEL
LEAD FOCUSED
DIRECT MESSAGING
Key Takeaway:
GIVE value to GET value
Test, Optimize, Repeat
29
The Helpful Advisor The Conversationalist The Cliffhanger
Start by explaining how
your piece of content will
help your target achieve
professional success.
Make a bold statement or ask
a question to spark a conversation
and get your audience to react.
Tell your audience just enough
to pique their interest but not so
much that they aren’t compelled
to learn more.
Create content that is helpful, informative and/or entertaining
Try writing from these perspectives:
Use images to drive engagementLet your images stand out in the feed
• Adhere to published specifications to ensure your
image is the proper resolution.
• Use the image to expand on the content
or emphasize the CTA.
• Make sure you choose an image that accurately
reflects your content. Consistency between image
and story conveys the topic before the member
even reads a word.
Test and improve performance with Direct Sponsored Content
At any time, test 2 to 3
versions of your content
to continuously improve
performance.
Think Simple:Consider testing personalization
or variations of your CTA.
38% CTR* lift
Test and improve performance with Direct Sponsored Content
At any time, test 2 to 3
versions of your content
to continuously improve
performance.
Keep it positive and inspirational:Consider testing questions, actionable
wording
85% CTR* lift
Test and improve performance with Direct Sponsored Content
At any time, test 2 to 3
versions of your content
to continuously improve
performance.
Inspire improvement:Followed by a strong CTA
49% CTR* lift
Optimize your content for mobile
For best mobile performance make sure:
Your intro copy is fewer than 150 character or eliminate it all together
Your CTA is clear
Your landing page is optimized for the small screen
And Have Fun!
Stand Out: Top Updates are Entertaining
37
Optimize Your Landing Pages
Once the member clicks your update, delight them with an
experience on your website that will convert.
Have more on your page
than just a lead form.
Landing pages should create a seamless
experience from the update, providing
details that
explain why this content is valuable enough
to give up personal info—
with a prominent call to action to download
the full piece in order to obtain that value.
38
Optimize Your Landing Pages
70% of clicks from Sponsored
Updates will come from
mobile
Most important, make sure your landing page is mobile
responsive—otherwise you are wasting leads.
Optimize Your Landing Pages
Keep your forms short.
No one wants to spend time filling out a
lengthy form. Only capture the information
you absolutely need—this will help with
conversions, especially on mobile.
Name
Phone
SUBMIT
22
40
Campaign Strategy and Content Planning
Keep lead generation a top priority while still focusing on awareness and thought leadership. Become known to new members and keep engaging post lead.
41
One Big Rock. Many Pebbles.
Context + Value + Mindset
.
Threaded
messages
Chat style
interface
People centric
list view
.
Custom call
to action
button
Image banner
for branding
impact
Easy to
navigate left
pane
Personalized
greeting
Seamless Member Experience on Mobile
“How do you take your Sponsored
InMails from Great to Outstanding?”
GIVE A GOOD REASON TO ENGAGE WITH YOUR CONTENT
1. 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…
2. Good subject lines
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
Let your audience know
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
3. Target audiences want relevant content
PRO TIP:
4. Include seniority targeting only when relevantNARROW 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 audience
Owner
Partner
CXO
VP
Director
Manager
Senior
Entry
Training
Unpaid
THINK MEMBERS FIRST WHEN 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
The Helpful Advisor The Flexible Invitation The Relevant Program
Start by explaining how
you will
help your audience 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
entertainingTRY WRITING FROM THESE PERSPECTIVES
PRO TIP: CLEAR CTA WILL MAXIMIZE CLICKS AND CONVERSIONS TO GATED CONTENT
7. Clear calls to action
Top InMail CTA keywords1) Try
2) Register
3) Reserve
4) Join
5) Confirm
6) Download
Top Sponsored Update CTAs1) Apply
2) Stop by
3) Download
4) Read
5) Check
6) Register
Never miss an opportunity 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 opportunitiesAS PROFESSIONALS CATCH UP ON CONTENT AT HOME
9. Optimize the content 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.
SYNERGISTICALLY WITH MULTIPLE FULL-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
Sponsored InMail Message Gallery
Top Sponsored InMails
Easy to read concise message with clear value benefit to the target audience
Highly personalized message with a clear value for the member
Offers to connect with a one-on-one meeting to build a relationship
Explains the unique attributes of the program
Be Human: Simply get personal
Attention grabbing subject line sets the tone for the message
Message speaks directly to the audience based on targeting and experience
Bullets clearly outline the benefits of the program
Website educates and converts prospect students
Be Relevant: Focus on your audience
Time commitment and value are
clearly outlined
Visual grabs member’s attention
on desktop
Simple yet direct call to action
drives prospects to register for
the event
Be Timely: Get your audience to take action now
Ira Amilhussin
Sr. Marketing Manager
Irina Skripnik
Research Consultant
Scott Jones
Account Manager
LinkedInQ&A
©2015 LinkedIn Corporation. All Rights Reserved.
Thank You!
marketing.linkedin.com
Appendix
Three Factors of SU Success2. CONTENT1. TARGET SIZE 3. BIDS/BUDGETS
Broader = Better
Broader targets allow for
gathering of statistically significant
data to inform optimizations
Broader audiences tend to have
lower CPCs than more niche ones
Aim for audience sizes above
100K for scale purposes
Layer Broad with Narrow Targets
To test a niche, custom target (ex:
Groups or Job Titles), layer with
broader targets to increase scale
and gather more data
Set bids at the high end or above
the suggested bid range
• Bidding at the higher end of the
suggested range ensures
content has the best opportunity
to engage with the audience
• If the current suggested range is
$6 – $9.50, consider bidding $9
- $11 when launching the
campaign
Set a minimum daily budget of at
least $200 to ensure statistically
relevant data
• Comparing a difference
between 4 and 7 clicks is much
different than comparing 40 and
70 clicks
• Daily budget = total audience
budget ÷ days running
Run 4 unique pieces of content per
audience target
• Frequency cap: Members can see up to
4 unique pieces of content per advertiser
every 48 hours.
• Running 4 pieces concurrently allows
system to optimize for best-performers
• Rotating in new pieces frequently helps
content from becoming stale and
provides insights into what is working
• If content is limited, use DSC to create
more variations or AB test copy/images
Better content is superior to more
• Keep best performers on hand to re-
sponsor when experiencing low
performance or content delays.
• More engaging content = better
engagement rate = better auction prices
and delivery
Best Practices Cheat Sheet
1. Optimizing for
relevance
• Ensure your message resonates with your target audience
• Always ask, “why would the audience read this?
• Use a sender with credibility and relevance
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 member 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
Top Don’t Tips
1. Pushy Content
• Avoid content that sounds like a brochure or infomercial
• 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
• Avoid mixed messaging. The landing page should match the call to action and message
• 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
• Don’t have a call to action that’s too long, it will get cut off on mobile
• Using a closing salutation if the message is coming from a company