Overview
Most marketers are away of LinkedIn’s self-serve advertising network and many are using it. With a reach of 250 million professionals from nearly every industry, LinkedIn is a promising platform. However, many higher education marketers struggle to reach their target audiences and produce compelling return on marketing dollars. In this webinar, we’ll review how LinkedIn marketing works, compare it to other online advertising channels, and discuss several of its best and worst features. We’ll finish by sharing examples of how to reach audiences effectively for degrees, certificates, and corporate training.
• Outline and section topics – How does the LinkedIn self-serve advertising work?
– When should I use LinkedIn versus Facebook, Google, or Bing?
– 7 best features of LinkedIn
– 9 worst features of LinkedIn
• Examples of targeting prospective adult education audiences
www.jmhconsulting.com 404-312-3999
Marketing to Adult Education Audiences on LinkedIn
presented by Jon Horn
A CONSULTING FIRM WITH MARKETING EXPERTS
RUTHLESSLY DATA-DRIVEN
IN THE TRENCHES
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1. What are the best and worst features?
2. How does advertising on LinkedIn work?
3. When should I use LinkedIn?
4. How can I reach my students?
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The Best & Worst
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9 Worst Features
• Geographical targeting stinks
• Reporting stinks
• No integrated conversion tracking
• Limited ad formats with miniscule images
• Can’t target by education level, major, or degree type
• Inability to exclude audiences except in sponsored updates
• Minimum CPC is $2.00 and minimum daily budget is $10
• Each target audience requires separate campaigns
• Can’t use Boolean logic when targeting
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7 Best Features
• Reach targeted professionals while they are career oriented
• Ability to collect leads without landing pages
• Combine targeting like Industry, Job Function, and Seniority
• Targeting by Job Title
• Targeting by Skills
• Targeting by Groups and Affiliations
• Targeting employees at specific companies
• Using targeting capability of LI when sponsoring updates
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How do LinkedIn ads work?
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LinkedIn Ads appear on: • Profiles of other LinkedIn members.
• The homepage after members sign in.
• The LinkedIn Inbox.
• Pages that appear after searching for members.
• Pages for LinkedIn groups.
Campaign targeting
• Geography: “United States” or “California” or “Toronto”
• Job Function: “Sales” or “Engineering” or "Marketing"
• Seniority: “Vice President” or “Owners”
• Job Title: “Project Manager” or “Teacher” or "Registered Nurse"
• Industry: “Education” or “Biotechology”
• Company Size: “1-10 ” or “500-1000” people
• Company Name: “GE ” or “Hewlett-Packard” or “FedEx ”
• School Name: “University of Georgia” or “Brown University”
• LinkedIn Group: “Business Intelligence Group” or “SHRM”
• Skills: “Project Management” or “SEO” or “Leadership”
• Age: “18-24” or “35-54”
• Gender: “Female” or “Male”
When should I use LinkedIn?
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Awareness
Interest
Engagement
Conversion
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When paid search isn’t effective
LinkedIn is…
Good For
• Reaching professional audiences
• Targeting specific job titles, industries, associations, or groups
• Marketing graduate degrees and career advancement programs
• Marketing to corporate representatives
Not Good For
• Reaching career changers
• Marketing to non-professional audiences
• Marketing most undergraduate degrees
• Marketing personal enrichment programs
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Combined data from 8 clients with a total spend
of $430,000 generating 384 million impressions
and 220,000 clicks
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Cost per thousand Impressions
Cost per Click Cost per
Conversion
Bing Paid Search $26.36 $ 2.69 $57.80
Facebook $0.27 $1.13 $107.47
Google Display $0.98 $1.07 $76.46
Google Paid Search $70.91 $3.99 $61.07
LinkedIn $1.25 $2.67 $44.63
Overall average $1.12 $1.95 $66.24
How do I reach my audience?
www.jmhconsulting.com 404-312-3999
Location
Seniority
Industry Job Function
Skills
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Reaching marketing decision makers in US higher education
All LinkedIn
Location = United States
Job Function = Marketing
Industry = Higher Ed
Seniority = Manager,
Director, or VP
MBA in Healthcare
Seniority Entry, Senior, or Manager
Industry Hospital & Healthcare, Pharmaceuticals, Medical Practice, Biotechnology, etc.
Job Function Accounting, Administrative, Finance, Operations, etc.
Seniority Entry, Senior, or Manager
Job Function Healthcare Services
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Project Management Certificate
Skills Project management, project coordination, etc.
Seniority Entry, senior, or manager
Job Title Project manager, project coordinator, etc.
Seniority Entry, senior, or manager
Groups Project Management Institute, etc.
Seniority Entry, senior, or manager
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Onsite corporate training
Job Title Training manager, director of training
Seniority Manager, Director, or VP
Function Human Resources
Company Size 1-10, 11-50, or 51-200 employees
Associations ASTD
Seniority Manager, Director, or VP
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Questions?
Jon Horn
JMH Consulting, Inc.
www.jmhconsulting.com
www.jmhconsulting.com 404-312-3999