Targeting Higher Education Audiences with LinkedIn

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Information about Targeting Higher Education Audiences with LinkedIn

Published on January 30, 2014

Author: JMHConsulting


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 404-312-3999

Marketing to Adult Education Audiences on LinkedIn presented by Jon Horn


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? 404-312-3999

The Best & Worst 404-312-3999

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 404-312-3999

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 404-312-3999

How do LinkedIn ads work? 404-312-3999

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? 404-312-3999

Awareness Interest Engagement Conversion 404-312-3999

When paid search isn’t effective

LinkedIn is… Good For Not Good For • Reaching professional audiences • Reaching career changers • Targeting specific job titles, industries, associations, or groups • Marketing to non-professional audiences • Marketing graduate degrees and career advancement programs • Marketing most undergraduate degrees • Marketing to corporate representatives • Marketing personal enrichment programs 404-312-3999

Combined data from 8 clients with a total spend of $430,000 generating 384 million impressions and 220,000 clicks 404-312-3999

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? 404-312-3999

Location Skills Seniority Job Function Industry 404-312-3999

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 404-312-3999

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 404-312-3999

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 404-312-3999

Questions? Jon Horn JMH Consulting, Inc. 404-312-3999

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