LinkedIn Ads are becoming a popular option in the quest to find new leads and convert those ready for the next step.
Google and Facebook have long dominated the landscape when it comes to pay-per-click campaigns, due to the huge audiences on offer.
But LinkedIn Ads are becoming a popular tool in the quest to find new leads, nurture existing ones, and convert those ready for the next step.
Part of the appeal is the receptive audience the platform delivers because users are already in a business frame of mind.
Another advantage is the powerful new tools and targeting capabilities these ads offer – but, as one of the most expensive advertising platforms, you need to use the right strategies.
Here’s how you can make LinkedIn Ads work for your business:
Develop dynamic ads that are personalised
LinkedIn’s new Dynamic Ads are a dream come true for marketers wanting to grab the attention of their target audience.
The tool allows you to personalise your content with a user’s publicly available information, so when they scroll on LinkedIn, they see an ad bearing their name, company, and profile.
To create your own Dynamic Ad campaign, you need to create a new campaign and select the Dynamic Ad product.
There are even easy-to-use, pre-set Follower and Job Ad templates to choose from, which auto-fill with the user’s information as required. But be aware that custom text won’t be auto-translated.
Create content-style ads
LinkedIn is suited to longer posts, which means the platform can really complement your content marketing strategy.
This is because users are more willing to engage with longer content – and that’s good news for businesses wanting to get the word out about the value of their brand.
For longer content, stick to these best-practice guidelines:
- Target your ad to the users you want to convert
- Explain to readers why your product or content is important to them
- Promote content that promotes you by explaining what your business does and how it will solve a user’s pain points
- A “Learn more” call-to-action will be most effective.
Use your ad to highlight brand culture or social missions
We all care about businesses that make ethical decisions and care about their communities and employees.
So, use your LinkedIn Ad campaign to highlight your business culture and social initiatives.
Show your customers you have heart. And consider using video to tell this story. The power of lighting and music will help communicate the emotion of your brand.
Target decision makers
While it may be tempting to keep your ad as broad as possible, casting a wide net is not always the most effective way to win business.
Wasting ad spend on people who are not in the position to make the decision to buy your product or service can be an expensive lesson to learn.
The good news is, LinkedIn’s job title targeting feature makes it easier to get your message in front of the people holding the purse strings.
Amplify your messaging across lower-cost platforms
LinkedIn ads are generally more expensive when compared to some other social media platforms, such as Facebook and Instagram.
But because they are hyper-targeted, you can access hard-to-reach audiences that may otherwise be difficult to narrow down on these other more cost-effective social media platforms.
You can complement your LinkedIn ad strategy by running remarketing campaigns on cheaper platforms like Facebook, which will allow you to reconnect with your target audience who has already interacted with your LinkedIn campaigns.
This will increase the penetration of your campaign, giving you more ad impressions for your spend, and potentially reach your target audience in more moments.
The formula for a successful remarketing strategy is as simple as:
- Conducting quick experiments on different platforms
- Preparing to make small errors and big discoveries
- Learning from these and hone your content to achieve “the global maximum” – the largest value of clicks on your post.
In this way, paid campaigns across different platforms can work together to drive these favourable outcomes.
In addition to remarketing, you can use lookalike audiences to reach similar users who may not be active on LinkedIn.
How to approach digital ads:
1) Quick experiments on different platforms
2) Many small errors. Occasional big discoveries
3) When you find what works, hone it
This is how you find “the global maximum”. Any marketer tied to one idea will spend six months going from “A” to “B”. pic.twitter.com/Gn3cq5mkpZ
— Harry's Marketing Examples (@GoodMarketingHQ) February 11, 2020
Make LinkedIn Ads work for your business
LinkedIn Ads are an excellent way to tap into hard-to-reach audiences with personalised ads that promote your brand.
Getting the tone and content right may take practice, so try different offers, selling points, and copywriting styles.
Don’t be afraid to go heavy on the features and benefits, and test and trial to work out what your audience responds to.
Once you have these things in hand, the benefits will be well worth the time and expense.
If you need help reviewing your digital advertising strategy or want to take advantage of some clever remarketing tactics, Assemblo can help.
Assemblo is a full-service marketing agency based in Melbourne and we have the expertise and experience to develop a LinkedIn advertising campaign and clever retargeting campaigns to drive your ad dollars further.
To chat about LinkedIn ads or retargeting for your business give us a call on (03) 9079 2555 or drop us a note via the contact form below.