live webcast: reaching todays prospective students

Insights and Best Practices from LinkedIn

WEBINAR:Connecting with Today’s Prospective Students

Ira Amilhussin

Sr. Marketing Manager

LinkedIn

Irina Skripnik

Research Consultant

LinkedIn

Scott Jones

Account Manager

LinkedIn

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


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


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


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


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


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


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


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


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.

http://adspecs.liasset.com/category.php?category=Sponsored+Updates

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





performance.

Keep it positive and inspirational:Consider testing questions, actionable

wording

85% CTR* lift





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


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.


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

Email

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

LinkedIn

Irina Skripnik

Research Consultant

LinkedIn

Scott Jones

Account Manager

LinkedInQ&A

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