Table Of ContentRichard Künzi
Online Marketing – LinkedIn lead generation
strategies
How to use LinkedIn to generate leads
Online Marketing - LinkedIn lead
generation strategies
How to use LinkedIn to generate leads
Topics in Business Information Technology 2017
Organization: University of Applied Sciences and Arts Northwestern Switzerland
Author: Richard Künzi
Place, Date: Olten, 29. December 2017
Online Marketing - LinkedIn lead generation strategies
How to use LinkedIn to generate leads
Author
Richard Künzi
University of Applied Sciences and Arts Northwestern Switzerland
[email protected]
ISBN: 978-3-66-877350-9
Cover: Logo by LinkedIn (LinkedIn inc., 2015)
Olten, December 2017
Richard Künzi LinkedIn lead generation strategies 2
Table of Content
Management Summary ....................................................................................................... 4
1 Introduction ................................................................................................................ 5
1.1 Problem / Status Quo........................................................................................... 5
1.2 Goals ................................................................................................................... 5
1.3 Delimitation .......................................................................................................... 6
1.4 Methodology ........................................................................................................ 7
2 Research and Analysis .............................................................................................. 8
2.1 Are the professional social networks in Switzerland underestimated? .................. 8
2.2 LinkedIn Marketing Solutions ............................................................................... 8
2.2.1 Sponsored Content ...............................................................................10
2.2.2 Sponsored InMail ..................................................................................12
2.2.3 Text Ads ...............................................................................................14
2.2.4 LinkedIn Sales Solution ........................................................................15
2.3 Social Selling ......................................................................................................16
2.3.1 Strategy of Social Selling ......................................................................17
2.3.2 Building a Network ................................................................................18
2.3.3 Summary ..............................................................................................20
3 Conclusions ...............................................................................................................21
3.1 LinkedIn Marketing Solutions ..............................................................................21
3.2 Social Selling ......................................................................................................22
3.3 LinkedIn Guide ...................................................................................................22
4 Recommendations ....................................................................................................23
List of References ..............................................................................................................28
List of Figures.....................................................................................................................31
Richard Künzi LinkedIn lead generation strategies 3
Management Summary
In today's world, the personal network plays an important role, LinkedIn meets the current
zeitgeist. More and more people are networking and informing themselves among their
contacts in order to get an honest recommendation from a credible person.
The aim of this paper is to elaborate on whether it is worthwhile to invest time and money in
the world's largest professional social network LinkedIn. In addition, the possibilities LinkedIn
offers are shown and explained. Strategies in the social selling area are illustrated and
principles are revealed which should be observed. Another goal of this paper is to create a
guide to help you when you want to advertise on LinkedIn.
Based on this paper, the author recommends to begin with a marketing strategy comprising
LinkedIn as an important channel. As the number of advertisers is rising, this indicates that
there is potential to create a competitive advantage by stepping in early. Providing interesting
and valuable information about your company and your products, one can create brand-
awareness and potentially increasing sales.
More
Content
More More
Sales Likes
More More
Leads Shares
Figure 1: Continuous growth through contribution
Richard Künzi LinkedIn lead generation strategies 4
1 Introduction
1.1 Problem / Status Quo
With more than 530 million users, LinkedIn embodies the largest professional social network
worldwide. Its mission is: «connect the world’s professionals to make them more productive
and successful». (LinkedIn Inc., 2017a) In 2016, LinkedIn has announced that they will be
acquired by Microsoft for 26,2 billion USD. LinkedIn provides a variety of services, from
Marketing Solutions over Talent Solutions to Premium Subscription products. Microsoft
announced that LinkedIn contributed a revenue of 975 million USD to fiscal year 2017 in Q3.
Although LinkedIn shows a continuous growth, the competition is active. Viadeo reports 65
million members according to their own numbers and XING which is strongly represented in
the DACH region reports 12 million members. (Capital, 2014; LinkedIn Inc., 2017a; Lynda.com,
2015; Microsoft Corp., 2017; Weiner, 2016; XING SE, 2017)
1.2 Goals
The general objective of this paper is to show how LinkedIn can be used to increase the lead
generation. Additionally, it helps advertisers to understand the opportunities which LinkedIn
Advertising provides. This paper will elaborate on the following points:
LinkedIn marketing solutions
Compensation methods
Target a unique audience
Risks of marketing in a professional network
Build and use a professional network
Best practices
An additional goal is to provide a guide for advertisers who are interested in LinkedIn
Advertising.
Richard Künzi LinkedIn lead generation strategies 5
1.3 Delimitation
The focus of this paper is on LinkedIn Advertising and does not include the following points:
Comparison to other social network sites such as Facebook or Twitter
Comparison to other marketing platform such as TV spots or posters
In addition the author may use terms which are originated from the social media, marketing
and computer science field. A basic knowledge in the mentioned fields is recommended for a
better understanding of this paper. Furthermore, this paper will not describe common online
advertising functions, a basic knowledge of online marketing is a prerequisite to maximize the
benefit of this paper.
Richard Künzi LinkedIn lead generation strategies 6
1.4 Methodology
The following figure shows on which methodology base the paper was written.
Recommendation
Conclusion
Analysis of data
Figure 2: Methodology
The first part of this paper will focus on research and analysis. It will include statistics of existing
campaigns. An analysis of the different advertising methods will be conducted. The author will
also look for companies that have successfully implemented the advertising measures. In
addition to the advertising methods offered by LinkedIn, the author will also investigate on the
network itself and how it can be used for lead generation. Furthermore, strategies that enable
successful networking will be investigated.
The second part will focus on the goals which were defined in this paper. Based on the analysis
of the second part, a conclusion will show risks and potential on marketing solutions which are
offered by LinkedIn. The author will also describe which indicators point to an opportunity or to
a risk.
The last part is dedicated to a recommendation for advertisers. It describes the advantages
and disadvantages of LinkedIn advertising. The recommendation will also contain principles
which should be followed in order to ensure effective marketing.
Richard Künzi LinkedIn lead generation strategies 7
2 Research and Analysis
2.1 Are the professional social networks in Switzerland underestimated?
In 2016, Facebook generated more than 23 billion euros in revenue. Thus, it has already been
proven that social networks have the potential to generate a significant profit. With more than
530 million users, LinkedIn is the largest professional network in the world according their own
numbers. (Facebook Inc., 2017, p. 31; LinkedIn Inc., 2017a)
Large Swiss companies such as the Swatch Group or Galenica have only created the company
page on LinkedIn. None of the two companies have posted a contribution or actively searched
for employees. In the USA, LinkedIn has already established itself with more than 133 million
users. The companies use LinkedIn to recruit talents and communicate with the public. By
publishing their news in a social network, the message is seen and can be shared by the
people who follow the company. (LinkedIn Inc., 2017c, 2017h)
Marketing companies such as HubSpot or HootSuite are already successfully using LinkedIn
for their customers. According to research by HubSpot, LinkedIn generates 400% more leads
within their target audience compared to other platforms. Similar results were also published
by HootSuite, they saw an improvement of 15% at the conversation rate and 32% lower cost
per form-fill. (LinkedIn Inc., 2016)
2.2 LinkedIn Marketing Solutions
LinkedIn Marketing Solutions allow marketers to reach their target audience on a professional
ground. According to LinkedIn, four out of five members drive business decisions and
according to comScore’s 2013 Buying Power Index they have twice as much buying power
than the average web audience. In addition, the Content Marketing Institute's North America
report claims that 77% of B2C companies now have a content marketing strategy. (LinkedIn
Inc., 2015, 2017e)
Salesforce published back in 2016 five recommendations for a successful B2C Brand
advertising on LinkedIn. (Givens, 2016)
«Use rich targeting capabilities» based on educational institutions, seniority within a
company and different LinkedIn groups. The UQ Business School, an Australian
business school known for its top MBA program, used LinkedIn to deepen its
collaboration with business people and strengthen its position as a business school.
«But do not get too granular in targeting» when it comes to missing out on a large
population of potential new supporters. For example, a global banking and financial
services provider has recruited Social.com to help attract new, highly influential and
wealthy LinkedIn followers. The bank was targeting their audience by job title seniority
(Senior, Manager and Director) across all countries.
Richard Künzi LinkedIn lead generation strategies 8
«Take advantage of the highly affluent and educated user base.» LinkedIn is
known for attracting highly qualified and educated professionals. B2C brands whose
target consumer meets these criteria should be particularly interested in advertising on
LinkedIn. Luxury and lifestyle brands or brands with high-end products are able to
address these customers on one platform. For example, Callaway, a high-end golf
brand, launched a LinkedIn advertising campaign prior to the 2013 U.S. Open. Its aim
was to strengthen its brand presence among the digitally networked professionals who
play golf.
«That goes for automotive advertisers too!» A study has shown that people who
use LinkedIn are more prosperous than those who do not use LinkedIn. With a large
probability, household income is more than USD 100,000 per year. This, of course,
also makes the users interesting for vehicle manufacturers. Purchasing power is
sufficient to make major investments, such as for a new car. According to Crowdtap,
80% of buyers are more likely to contact their network than a seller.
«Do not forget the top motives driving users to LinkedIn» in the first place. The
majority of LinkedIn users use the platform for professional development and job
searches, hence, it is highly recommended to integrate this aspect in your
advertisement. Holiday Inn Express wanted to set itself apart from the competition by
increasing brand awareness. They started a campaign intended for business people
from management consultancies because they are likely to be traveling for business.
(Givens, 2016)
Richard Künzi LinkedIn lead generation strategies 9
