If you are looking to market your business, product or service to business professionals then it is hard to ignore LinkedIn, a social network for business professionals that has over 560 million active users. An increasing number of people visit LinkedIn every day to follow news related to their work, business, career or industry, as well as their peers. The formats for advertising on LinkedIn are relatively similar to Facebook/Instagram, the targeting is where LinkedIn comes into it’s own, giving the option to select criteria that includes:
These targeting parameters give LinkedIn marketing the ability to focus on a preferred audience, this means that there is a high likelihood of your adverts resonating more vividly with your audience, because they will have greater relevance. LinkedIn allows you to target the exact decision maker in a business organisation or entity, making it a great platform for goals like brand awareness as well as more acutely targeted campaigns for lead generation.
We have in-depth experience working with LinkedIn and, whilst the CPC rates do tend to be greater on LinkedIn than on other platforms, there is still a great case to using LinkedIn to achieve business objectives. The options to advertise on LinkedIn include:
Sponsored Content lets you run native ads in the LinkedIn feed across desktop and mobile, it allows you to advertise to professionals in a targeted manner, whilst managing, measuring and optimizing your campaign.
Sponsored InMail reaches your target audiences right in their LinkedIn inbox, this lets you start a conversation with your potential customers immediately. Sponsored InMail is a perfect option to generate conversions such as boosting registrations with personalized invites to webinars or in-person events, drive conversions with targeted product & service promotions or promote content downloads of infographics, white papers, eBooks and more.
Text ads are great for targeted campaigns, getting your business in front of the audiences who matter most, driving them to a website or landing page. These campaigns allow you to market on a pay-per-click (PPC) or pay-per-impression (CPM) basis.
LinkedIn has their own pixel called the LinkedIn Insight Tag, which allows for tracking conversions on your website, in addition to this you can run native lead generation ads that help you optimize for the results that matter.
LinkedIn marketing is effective from both a social perspective as well as a PPC perspective, making them a versatile and effective way of promoting your business. As an agency with LinkedIn marketing experience, it is our job to stay on the pulse which is why there will always be a LinkedIn marketing specialist.
We help our clients structure campaigns using digital marketing platforms such as Google Adwords, Google Display Network, Facebook, Instagram, LinkedIn and Twitter. Depending on the objectives, brand and industry, we use our robust analytics as well as methodology that we have developed internally.
When we structure a digital marketing campaign, we start with looking at your landing page experience, the landing page experience is a crucial factor in your digital marketing campaigns’ success or failure. What are the tools currently being used to understand visitor traffic and behaviour. Using A/B testing we identify the factors that could be impairing your conversion rate, and look at how landing page videos are being used on the page.
Did you know that video content can help enhance conversion rates by up to 80%?
When handling digital marketing, we integrate the landing page with an email marketing platform, our recommended platform is Campaign Monitor, so that when leads are generated by the landing page they receive a full tailored individual response immediately and enter into an automated customer journey.
Results tend to vary from one industry or brand to the next, however with our methodology and platform, data analysis takes around 1-4 weeks to point to any modifications that are required to enhance conversion rates. Some of our previous campaigns for a gym and a horse riding stable are below: