webinar: developing the best content for b2b
TRANSCRIPT
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Developing the Best B2B Content
for Display and Social Ads
Deanna Lazzaroni
Manager, Global Content Marketing
Jen Agustin
Group Manager, Marketing
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• Got a question? Submit it in the Q&A box.
• Tweet along with #Succeed2015
• Follow us for more: @LinkedInMktgHow to Engage with Us
Let’s Talk About
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• The B2B Buyer’s Journey
• Understanding Your Prospects’ Needs
• Display, Social, and the Full-Funnel Marketing Approach
• What Works for Display Advertising
• What Works for Paid Social
• Q&A
Through the buying cycle
90%
The B2B Buyer’s Journey
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Q: How will this gap be filled?
A: Relevant content via the right channels
Prospects Have Different Content Needs
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To meet their needs, you need to understand:
Know these things, and you’re one step closer to knowing where they are in their
buyer’s journey—and what content they need.
• Who they are
• What they’re doing online and buyer intent
Mapping Content to the Top Funnel
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Typical top-funnel buyer needs:
• Do I have a business challenge?
• Who can solve my challenge?
• What should I be looking for in a solution?
Education
Evaluation
Proposal
Purchase
AwarenessAwareness
Education
Evaluation
Proposal
Purchase
Mapping Content to the Top Funnel
Meet top-funnel needs with content that is educational, “ungated,”
and addictively shareable:
• Blogs
• Infographics
• Videos
Mapping Content to the Middle Funnel
Typical mid-funnel buyer needs:
• I’m ready to start learning about this product/service.
• How does this compare to other products?
• What other companies have used this solution?
Awareness
Education
Evaluation
Proposal
Purchase
Mapping Content to the Middle Funnel
Mid-funnel content begins to
address specific interests
and questions around the
product/service :
• eBooks
• Webinars
• Demos
• Case Studies
Mapping Content to the Bottom Funnel
Typical bottom-funnel buyer needs:
• How much does this cost?
• Do I need to get buy-in from others?
• I need customer references to make a decision.
Awareness
Education
Evaluation
Proposal
Purchase
Mapping Content to the Bottom Funnel
Bottom-funnel content is the
“deal-closer”:
• Evaluation guides
• ROI calculators
• Free trials
• Case Studies
Direct-Response Addiction
• Marketers are overfishing in the bottom funnel via SEO, SEM, email
• Relatively few of your prospects are actively on the hunt for a solution
today
• Not enough prospects – impact can’t scale
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Display & Social Ads Impact Every Stage of the
Journey
CONVERT ANONYMOUS
VISITORSNurture and convert the 95% of
visitors that leave your website
ENGAGE YOUR
KNOWN PROSPECTSEngage the 80%+ prospects
who never open your email
GET TO THE RIGHT PEOPLEReach with precision the people that
matter most to your business
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Success Story: MyCorporation
Top-Funnel Objective:
Reach target audience at scale
Tactic: Broadly targeted display offering
ungated content
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Success Story: MyCorporation
Mid-Funnel Objective:
Educate, nurture, and build
prospect relationships
Tactic: Targeted display based on
demographic profile and
website visitation patterns
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Success Story: MyCorporation
Bottom-Funnel Objective:
Get users started with the product
Tactic: Incorporate product-oriented offer
with a clear call to action
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MyCorporation: Driving Results from Top to Bottom
4000+ new website
visitors from
display ads
140+% ROI
Getting to the Right People Via Social Media
GET TO THE RIGHT PEOPLEReach with precision the people that
matter most to your business
Using Sponsored Updates To Deliver Relevant Content
In the feed
7x – the amount of time professionals
are spending with content on LinkedIn
vs. job-related activity
Across devices
Over 45% of total traffic coming from
mobile; 70% clicks from Sponsored
Updates via mobile
Tactic: Promote Adobe
thought leadership to marketing DMs
Result: After exposure, decision makers
were:
• 50% more likely to agree that “Adobe is
shaping the future of digital marketing”
• 79% more likely to agree that “Adobe
can help me optimize my media spend”
Success Story – Adobe (Brand Awareness)
Tactic: Promote gated
content offers to marketers
Success Story – HubSpot (Lead Generation)
Result: Delivered 400% more
leads – and higher quality leads –
within target audience than lead
generation efforts on any other
platform
Offer value to your audience
The Best Sponsored Updates
Give to get: Position your messaging to
demonstrate you want to help
(e.g. “free”, “easily”)
Answer a question for
which they have been
seeking a solution
Get personal by calling them out
The Best Sponsored Updates (cont.)
Use strong messaging to create a sense of urgency
Get personal: call out “you” or the
specific audience you’re targeting to
help messages connect
Include a clear call-to-action and visuals
The Best Sponsored Updates (cont.)
Rich media image commands
attention in the feed
Use first-person language and
include a clear call-to-action
• Case Study Hub:
http://lnkd.in/marketingcasestudies
• LinkedIn Marketing Blog:
http://marketing.linkedin.com/blog/category/linkedin-sponsored-updates/
• New eBook: Featuring six stories of success
More helpful examples of what works on LinkedIn:
Create content for your professional audience
Publish organically via your LinkedIn Company Page
Amplify to the right people via Sponsored Updates
Bonus: A/B test using Direct Sponsored Content
Use Company Page Analytics to track & optimize
Repeat what works!
Five Steps to Sponsored Updates Success
A Few Final Thoughts
• Before you write anything, consider who your audience is, what they
care about, and where they are in the buying process.
• Take a full-funnel approach to your content mix.
• Content marketing is not just about content—channels matter, too.
• Deliver value to your audience through relevant content that helps
solve problems.
• Remember – on the other end of your content is a person. Get
personal & make it worth their while.