workshop for staffing leaders: lead generation with social media
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LinkedIn #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Lead Generation with Social Media@alexCharraudeau – Media Solutions Consultant
11th November 2014, Milan LinkedIn Offices
LinkedIn #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Alex Charraudeau
Ex-recruiter 7 years as a recruitment marketing guy Web design, development, brand strategy, search marketing, email
marketing, social media strategy At LinkedIn I help recruiters get the most out of LinkedIn
@alexCharraudeau
Google+
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Agenda
1. Introduction to LinkedIn’s proposition
2. Understanding the Italian market
3. 25 Tips for B2B Marketing
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The world is
changing fast…Candidates & Clients
MoreConnectivity
MoreChoice
MoreChannels
1980’s 1990’s 2000’s 2010’s
FilingCabinet
Recruiters
OfflineDatabase
JobChannels
SocialMedia
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Social mediais here to stay, embracingits power is the key
57%
of the decision to ‘buy’is now made before any
commercial contact with your business1
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Professionals use LinkedIn for
3 valuable reasons
KnowledgeThe definitive
professional publishing platform
NetworkWe connect the
world’s professionals
IdentityThe professional profile of record
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The best recruiters
act like marketers
Social media keeps the conversation going1
…because you need to nurture your audience
Sales is one-to-one, marketing is one-to-many2
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LinkedIn has
every audience you care about…
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We recommend
3 simple steps
Your followers & Your brand
Nurture your target audiences
Build Engage Recruit /Convert
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25 Tips For B2B Marketing
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1. Start with insight.
Start with research Understand your target audience and where they are online Look at your database and speak to sales people to better understand your
targets
Partner CXO VP Director Manager Senior Entry
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2. Ask the audience
Finding out what your target audience is interested and their challenges is essential
There is no excuse for not speaking to these prospects
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3. Start segmentation
Tailored messaging makes all the difference According to a study 74% of online consumers get frustrated with websites
when the content has nothing to do with their interests Targeted landing pages increase conversions by 400%
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4. Make Social Selling part of your business
77% of buyers say they are more likely to buy from a company whose CEO uses social media
Alistair Cox was the 614,018 person to join LinkedIn (27m before me!) and is one of the 250 influencers on LinkedIn
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5. So what do you actually want your targets to do?
Decide on the acceptable outcome of your marketing– Fill in form, email address, full contact details, order form signed!
Measure key metrics to see how you can improve this Find common triggers to get people to convert
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6. Build the right Calls to Action
The “Big Hook” strategy
Awareness, Consideration, Preference, Conversion
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7. Before they Convert they have to like you
Average website conversion for companies with defined content processes is more than twice that of companies without (5.9% vs. 3.8%)
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8. Tell a Story
58% of B2B marketers and 60% of B2C marketers will increase their content marketing budgets in 2014
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9. Awareness comes first
Images are important! 90% of information transmitted to
the brain is visual, and visuals are processed 60,000X faster in the brain than text
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Test your updates!
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Test your updates!
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Test your updates!
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Test your updates!
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Perfect content for active / semi-active candidates
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Humour, images and an understanding of the market – a winner
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Great way to introduce the team with a strong image
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Link to articles – this gets 45% more engagement
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Leading with statistics can help drive up clicks. Images with numbers stick out.
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10. Extend your reach
Your followers, fans, members, connections will see your content.
They may spread this further through social amplification if the content is relevant and engaging.
To reach a wider audience, or to push your message out at scale quickly consider advertising. Organic
Earned
Paid
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Sponsored Updates
Click-through rates on desktop LinkedIn are 10x as high as traditional display ads.
Content generates 6x more engagement than jobs.
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Sponsored Updates
HR professionals
HR professionals in Oil and Gas
Senior HR professionals in Oil and Gas
Senior HR professionals in Oil and Gas at ENI
One of the most targeted ad products on LinkedIn
Target on:– Seniority, Function,
Industry, Job title, Geography, Current Company, School, Skills, Groups
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11. Create content based on the Sales Funnel
Infographics Insight Industry news
Tips + tricks Interviews Etc…A
war
enes
s
Co
nsi
de
rati
on
/
Pre
fere
nce
Con
vers
ion
Case studies Testimonials “Day in the life”
Meet the team Etc…
Landing pages Registrations Discounts
Etc…
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
12. Promote content that they have already shown interest in
Tag people in your CRM and remarket accordingly See what works in groups / Followers and do more of the same 80% of the time use messaging works but experiment with the other 20%
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13. Use Google Analytics to the fullest
https://business.linkedin.com/marketing-solutions/c/14/1/sophisticated-guide-for-marketing?src=lmn-di&utm_source=displayad&utm_medium=bizo&utm_campaign=BMN_Sophisticatedguide&veh=veh=BMN_SophisticatedGuide_SU
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13. Use Google Analytics to the fullest
Also known as UTM parameters, UTM codes are little snippets of text added to the end of your URL to help you track the success of your content on the web.
http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost &utm_medium=social&utm_source=facebook
It lets your analytics know that someone arrived through a certain source or overall marketing channel
Here are the five things you can track with UTM codes:– Campaign: Groups all of the content from one campaign in your analytics. – Ex: utm_campaign=20percentpromocode– Source: Which website is sending you traffic.– Ex: utm_source=Facebook– Medium: The type of marketing medium that the link is featured in.– Ex: utm_medium=socialmedia– Content: Used to track the different types of content that point to the same URL from the same campaign, source, and medium
codes. Often used in PPC or with two identical links on the same page.– Ex: utm_content=sidebarlink or utm_content=headerlink– Term: Used to identify the keywords you've paid for in a PPC ad. – Ex: utm_term=marketing+software
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14. Create Advocates
Your customers are your biggest opportunity for new business
Are they following you? Harness social sharing Referral schemes – traditional and
digital Find your fans
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15. Building email / remarketing lists
16% of companies employ a fulltime social media specialist and 11% are paying a dedicated email marketer.
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16. Start solving problems
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17. Planning the journey
Marketers own the online experience, but must guide sales people as to the experience that is continued
Online Experience Offline Experience
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18. Work with your Sales teams
What the Sales Team wants
What Marketing wants
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19. Use Video
50% of executives watch business-related YouTube videos at least once a week.
“How to videos” most searched phrase in YouTube YouTube is the second biggest search engine after Google… (Google also
prioritises YouTube content in search results)
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20. Optimise your videos
In video links and calls to action
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21. Plan multidimensional campaigns
Keep a story uniform and unified across multiple platforms. Tell the same thing several times
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21. Plan multidimensional campaigns
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22. Spot light your brand
Generate Followers or drive people through to targeted landing pages on your own website
Targeted on: Industry, Function, Seniority, Company Size, Company Name, Groups, Geography
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23. Complementing your existing marketing
Build / Awareness
Engage
Consideration / Preference
Recruit / Conversion
Twitter Content
CompetitionsSurveys
Event
SponsorshipJob boards Regional events
SEO / PPC (content)
SEO / PPC (jobs)
Direct response
Job boards
Competitions
Salary surveys
PR National / local press
Content team
Blogging
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24. Broad to Targeted
51
Advertising & Traffic Drivers – Awareness
Sponsored Updates – Consideration
Articles – Conversion
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Employee Profile Advertising / Social sharing
January
February
March
April
May
June
July
Augus
t
September
Octobe
r
November
December
Advertising – generate more Followers
Sponsored Updates
Company / Career Page
Organic Updates
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25. Influence Members
Own the home page and key areas of LinkedIn for your target markets
Accent Jobs
Accent Jobs
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5 Things to do on LinkedIn tomorrow!
1. Book a meeting with the directors to talk about Social Selling.
2. Understand your Followers.
3. See what content works and analysis your Analytics.
4. Start creating more content!
5. Build awareness at scale, engage at scale and convert at scale.
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