Using LinkedIn as part of your marketing + LinkedIn Insight Tag (NAB Show Webinar)

Custom and Lookalike Audiences with LinkedIn

LinkedIn Custom and Lookalike Audience
Custom and Lookalike Audiences with LinkedIn

Watch this webinar if you want to learn how you can use LinkedIn as part of your marketing and trade show promo plan. Here are three specific areas you’ll learn about:

1) Sponsored content – putting an update in the LinkedIn feed of your customers and prospects
2) Account Based Marketing and how to use LinkedIn to do ABM.
3) Insight tag – free data from LinkedIn that you can use in your marketing
4) LinkedIn checklist

Hi everybody. I’m Cindy Zuelsdorf, with Kokoro Marketing and the NAB Show Exhibitor’s Group, and welcome to today’s webinar. Now, this is one in a series of many live webinars. We’re putting this great sales and marketing info together for you. No matter where you’re located, what country, what part of the world you’re located in, and no matter what size company you are, we just want to bring this info to you so that you can have your next trade show, NAB Show, whatever show it is, be even better. And we are glad you’re here, so welcome.

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Now, today’s session will be about 20 minutes with plenty of time for questions and answers. Today we’re looking at how you can use LinkedIn as part of your marketing mix for your trade show promotion and other parts of your marketing too. We’re going to look at three specific areas. So, one, we’re going to take a look at LinkedIn sponsored content. So if anybody’s familiar with that, just give me a chat in here. If you prefer just to chat with the panelist that’s good or chat with the whole group, that’s good too. We love to hear you.

We’re looking at LinkedIn sponsored content, and that means placing an update or a post in the feed of your customers and your prospects, so you’re targeting who gets to see that. So that’s one of the areas we’re going to look at. The second is we’re going to look at account-based marketing, or ABM as you often hear it called, and we’re going to look at exactly how you can start using LinkedIn today to reach specific accounts that you want to be reaching. And three, we’re going to look at the LinkedIn Insight Tag, and why you should start using it as soon as you get off this webinar. You should just jump on it right away.

It’s awesome. Free data about who is visiting your website coming from LinkedIn. It gives you titles, company names, all sorts of great info. So jump on the chat and let me know. How many people are using LinkedIn now in any manner at all? Chat in zero being, “No, never,” and five being, “Yeah, every day or two, I’m on it.” So I’d love to hear and see some info about who’s using it already. By the way, we’re going to use the chat all day today. Not the QA module. I don’t know if you see that on your screen. You should see a chat icon, three dots, and that’s where you can bring it on in.

So we see a quite a range here. Folks who are posting. Folks who are using it every day. Cool, cool. I like that. I like that. So five is several times a week. Zero is never. Just chat in and let us know how much you’re using LinkedIn, so we know. Hey, Nick. Good to see you. All right. So the reason we’re talking about LinkedIn is LinkedIn can be used really for your marketing and your trade show promotions, and we get so many questions from people about exactly how to use LinkedIn for marketing. It can be really useful for connecting with your current customers.

So, just in your mind on a scale of zero to five, how good are you right now in terms of being connected with your own clients or customers? Pretty good? Or when you get a new client or customer, maybe once a year, try to update your list, you know, where are you at on that? All right. Thinking about it. That’s a good place to be. So, in December, actually, I was working with someone here in the broadcast industry, and they were promoting technology in their white paper, and we just did a free posting. I went in there and did a free posting.

And right away, within that first few minutes that afternoon, we had three new people sign up for that white paper and the company, they’re just thrilled because it’s a free post. Three new people right away really in a matter of a few hours. We had it set up to where once the white paper’s delivered then a series of really super helpful information and videos followed that. So that person went directly into the company’s CRM or database and then follow-up is happening automatically with marketing automation, and now we are building that relationship. So, that’s just a small but really obvious success.

Now once you get a success like that, you can take it to the next level and do some paid content with it, because you know it’s successful, right? So another question for you and then we’re going to jump into LinkedIn and see exactly how to use it. Who here is using Google Analytics right now? I’m going to guess almost everybody, but on a scale, we’ll pick that same zero to, “No, I never log into my Analytics account or even know if I have one or don’t know the login,” to five, “Heck yeah. Using it every day. Love my Google Analytics.” If you guys can chat in.

And it might feel off topic, like why am I talking about Google Analytics on a LinkedIn webinar? Well, it’s because of the new Insight Tag from LinkedIn, I like to think of it as data being layered on top of that Google Analytics. So there’s some tracking code now that LinkedIn gives you that lets you see who’s coming to your website and you kind of combine that with Google Analytics and take the LinkedIn tracking info. Now you can start to see which companies are on your website, the titles of the people who are coming there, and a lot of other great info.

So who else are using Google Analytics here? I see a couple of responses here. It’s fine to chat in just to panelists, just to me, or to the whole group. I would love to just know if you guys are using that right now. All right. Yeah, so I see a few more coming in. Lot of people maybe not using Google Analytics is what I’m seeing. So, that’s okay, because you might want to just jump right into using the LinkedIn Insight Tag right away and use that data. So let’s take that idea right into our LinkedIn demo. Let’s look at that Insight Tag right now and see how it works and see what it can do for us.

So, step one, if you haven’t done that already, go ahead and create a company page for your company, and you’re just going to add in your company name and verify that you are authorized to do that. Once you’ve done, now we can jump into the Insight Tag. To make an Insight Tag, first, you need an ad account. Log into your campaign manager, if you’ve got one set up already, or if not, go ahead and go in here. When you sign into campaign manager, you’re going to create that ad account for your company. Once you’ve created that ad account for your company, you can do to your campaign manager, and now we’re going to look at the Insight Tag.

So you go here to your account assets and to Insight Tag. From here, you would generate your Insight Tag. Now I’ve already done that, so this is mine here, and then you can send that instruction and the tracking code right to your email address, and then you’re going to insert that onto your website page. The advantage of that is you can take a look then at demographics and see who is visiting your website. So here’s a sample of what that looks like and you can see there’s demographics by industry, by title, and even by company that you can see right here.

And so how many of you would like to know the people and companies that are visiting your website? Would that be useful to you in your marketing? This is free from LinkedIn. You don’t need to actually run any ads to get this data, so that is very awesome. Let’s look at how to create a campaign on LinkedIn. You can take existing content that you’ve already posted on your company page, or you can create brand new content, and then you can choose who’s going to see it in their feed. So this is the one I usually go with, Sponsored Content, but you can also do Text Ads, and InMail if you want.

Let’s take a look at the Sponsored Content. So, here, you’re going to just put your campaign name in there. And you can use lead gen forms and gather people, that way; we’re going to send people to our website. So, here, you can choose a post that you’ve already put up just by selecting it, or you can create brand new content here where you could put the image and text and link in there that you want to use. So I’m just going to for ease today select something that we already have posted. At this point, now you can re-target website visitors.

So that goes back to the Insight Tag if you’re already tracking who’s visiting your website. Based on the LinkedIn Insight Tag, you could re-target those folks, which is pretty awesome. So you know if they’ve been to your website. Maybe you want to give them some more information on a show or a product or service or some really great technical info. So that’s great. Another way to do it is you can upload a list. Here’s the information on how to upload a list and you can upload an account list … these are company names … or you can upload actual contact names right in here.

So that’s taking advantage of your list that you had. You can also exclude. So say you have customers and you maybe don’t want to send the information to existing clients, then you can exclude as well. Another way to do it is to get in and look at a company name or a company industry, and you can see all the different targeting that you can do here. Now once you start doing, for example, company name, some of the other choices fall away. So when you do company name, then company industry and size are gone.

We’ll take that one out of there. So let’s do industry, and we can do broadcast media for example. And you could decide that you want to reach people who are in engineering, for example. You can actually add other titles as well. So maybe engineering and business development, for example. You can also look at seniority. If you want to go in and say you just want to reach maybe some of the senior and the manager levels for example, that kind of thing. Now, LinkedIn does require … We put in geographic info as well. And so you can put in some pretty broad geographic info, but you do have to put some in.

Okay, so that is a great way to either reach people who already know because they’ve been to your website, reach people who already know you because they’re in your database already, or reach outside of that and use LinkedIn targeting as well to either do account-based marketing, so you can reach them by company or by industry, if you want to segment it that way. You can save that as an audience. Then the next piece you can get into is setting up what you want folks to do. If you want them to go to your website, then that would be what we’d select here, and you can do conversions.

So, I was working with one company that had a white paper on their particular product, and we were tracking conversions. The way you do that is tell it, you know, if they land on the page that has a tracking code and has “thank you” on it, then we know it’s a conversion, for example. So you enter your budget here. I like to always put a date in so that I know it’s going on and just to also be in control of everything and just really have a handle on stuff. I think it’s great to also put in a budget. So whatever your budget’s going to be for this. You can do tests with it and keep an eye on it every day, so you could put this low if you want to do that.

Then you could go ahead and launch the campaign, or in this case, I would save it as a draft since we’re not really running it. All right. So what questions do you all have about using the Insight Tag or targeting sponsored content? Just bring them into the chat box. If you guys want to talk, I think I’ll be able to unmute you where we can actually have a conversation during the webinar here. While you’re putting your questions into the chat, let me just run through a checklist that you’re going to be able to take away from today’s webinar. A true action list that you can implement right away.

So first, if you haven’t done so already, you’re going to create a company page for your LinkedIn. So, who’s done that already? Who has a company page? I know some of you guys on here do because we worked together, or I’ve seen you on LinkedIn, but there’s probably some of you guys on here who need to create that company page. So that’s your zero, if you will, your starting point. Next, if you need to, you’re going to go ahead and create that LinkedIn ad account for your company and that’s where you put in your credit card details, the link to your company page or link your company page near ad account together.

So you need to be an admin on your company page in order to do that. Next, in your LinkedIn Campaign Manager, you’re going to generate your Insight Tag, and that’s just what I showed you there. So you will go in there, and you’ll see a little button that says, “Generate,” and then you could copy, paste or shoot that code over to yourself and then pop it onto the website. Now, that code, it’s similar to other types of tracking code. It’s similar to Google Analytics tracking code or the Facebook pixel or Infusionsoft tracking code or whatever code that you’re using on your website already for tracking.

So very similar to that. And that’s where you’re going to get that great data about the titles and the folks who are visiting. How many of you guys checked that out in the demo so that we could see a list of actual companies? What did you guys think about that? I think it’s awesome. Okay, next. Then, you’re going to want to post an update or put a post or update on your company page, and then that update could be a signup for something, a guide to helpful resource, or it could just be a video. You don’t have to have obvious opt-ins for everything. Some of it’s just helpful info to engage and everything.

Then you can share. Once you put that on your company page, you can post that over to your personal page, because I see a lot of you folks on here who probably have a lot of folks you’re connected with on your personal page. Maybe 500, 1,000, 5,000, 10,000 people you’re connected with on your personal page. So once you put it on your company page, you can share that post over to your personal page. And finally, the last item on the checklist here is then use that sponsored content for that post or update or create a new one. There are four methods that you can try for that targeting. There’s more than that, but just four on our takeaway list for today.

So you target the industry or specific job titles like we just looked at. You might target engineers and broadcast media or business development at CBC. So you can choose that. The second way you can do it is you can upload a list of companies you want to reach for your account-based marketing, for your ABM, and you can take that list from your database or your CRM and upload it. Thirdly, you can use a list of names or prospects that you want to reach. And fourth, you can re-target people who visited your website. So who’s doing a little bit of re-targeting here, if you feel like chatting into the chat box?

Anybody doing retargeting? If you know someone’s been to your website, then now you can send some content to them that relates to maybe what they saw on the site. And so just like anywhere in life, we want to interact with people in several places. So whether we’re interacting with them at a trade show, online, by phone, you’ve got that ability to connect in multiple places and that’s why we use LinkedIn, right? Which is one of those touchpoints in our marketing. So what questions do you have? I’ll just scan through the chat here and see what questions you have. And what experiences do you have now using LinkedIn?

All right. Questions. Okay, here’s a question from one of our audience members: Can NAB provide a list to us of attendee company names, so we’ll know which companies have contacts, and then we can target by company name on LinkedIn? I will check with NAB Show about that. One of the things I can say I have done is use the NAB Show Portal. So you’ve got your My NAB Show, and that’s a package that you get on some level with your booth, your stand. And so what I have done when I’ve worked with clients at other shows, including NAB Show, is we go to that portal and you can see who signed up.

So if we’re pushing people there to sign up and add to My NAB Show Calendar, then you’ve got that, and you can download those company names, and you could use that. So that is a potential way that you can do it. Don’t think NAB Show will just give you an entire list of people who are signed up, but you can look at who’s engaging with your stuff and that’s a pretty good way to do it as well. Looks like we are wrapping it up. I’m happy to answer questions. I’ll stay on a few more minutes. Thank you for being here today, and best of luck for your December and your new year. Good luck with all of your LinkedIn marketing for trade shows and all of your marketing mix.


Here’s a checklist you can take away from today’s webinar:

0. Create a LinkedIn Company Page

1. Create a LinkedIn Ad Account

2. In your LinkedIn Campaign Manager, generate your Insight Tag and put it on your website. (It’s similar to other tracking codes such as Google Analytics or Facebook Pixel.) Get some really good data including job titles and company names of your website visitors.

3. Post an Update on your Company Page. The Update could be a sign up for a white paper or helpful resource. Automatically add people who sign up to your CRM/database and automatically send them more helpful info so they learn about you and what you can do to help them solve their problems and reach their goals. Share the Update/Post to your personal profile to get more reach, too.

4. Use Sponsored Content for one of your Updates/Posts. You can target many ways. Here are four methods to try:
– Target an industry, job titles, or even companies (e.g. engineers in broadcast media)
– Upload a list of companies you want to reach for account-based marketing (ABM)
– Upload a list of prospects you want to reach
– Retarget people who have visited your website

5. Use an automated system to automatically send LinkedIn connection invites to people by title, market segment, and geographic area.  For example: engineer, broadcast media, in the U.S. (Just ask us if you’d like more info on how this works.) Then automatically send a series of messages with helpful info, a link to a demo, or an invite to meet.

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