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LinkedIn is a departure from the other social media channels out there. The business networking site provides a more professional, focused platform and users who spend time on LinkedIn tend to visit the site for a specific purpose, rather than simply catching up with friends. With this knowledge and the help of a digital advertising consultant, businesses have the opportunity to approach prospective clients in a concentrated, succinct way. Here’s how to utilize LinkedIn ads to capture various audiences.
Who Should Use LinkedIn Ads?
When compared to its social media counterparts, LinkedIn ads are more expensive, averaging $6-9 per click. It’s crucial for businesses to implement a direct message and effective funnel to recoup advertising costs. For many businesses, LinkedIn ads can be a waste of money if not implemented correctly.
Businesses need to generate high lifetime value leads or sizable sales to make LinkedIn ads worthwhile. Recruiters, real estate agents, and B2B companies greatly benefit from this type of advertising because the pay-off is usually large and has the possibility to provide a recurring revenue stream.
Base Your Ad on The Company’s Needs
Prior to creating any content or purchasing an ad, you’ll need to consider the audience, message, and offer. First, identify the audience you wish to attract. Content and composition of your advertisement can vary greatly depending on the audience you need to access.
Tailor the message – ad format, content, images, or videos – to the target audience. Organize the ad so its formatting is approachable and understandable; the copy and media should remain cohesive, clear, and informative. Next, inform the reader of your offer to effectively funnel her or him to your web page.
Select Your Objective on LinkedIn
LinkedIn recently rolled out objective-based ads that allow the user to select a goal. These objectives include website visits, lead generation, and engagement videos. Website visits is the best place to start in order to see how the ad lands with your intended audience. By analyzing CTR (click through rate), companies may redeploy their ads with modified content.
Target Your Audience by Company, Profession or Groups
Depending on your product or service, you’ll may want to consider focusing on an entire organization or particular type of individual. When tailoring your social media marketing campaign to capture a company, LinkedIn allows advertisers to target by the business name or upload a list of up to 300,000 companies in Campaign Manager. Targeting individuals by job title costs more but could be very effective depending on your business’ needs.
Accessing your audience based on the groups they’ve joined may be harder to do initially but could turn out to be the most beneficial. For example, targeting a construction group could help boost sales for commercial realtors, interior designers, painters, and more.
Implementing LinkedIn ads successfully takes time and deliberation but can greatly benefit your business. Considering the audience, message, hook, and campaign is crucial to growing sales.
At SunnySide Social Media, we understand the importance of thoughtfully crafted LinkedIn ads. As a top Denver digital advertising consultant, we enjoy helping businesses grow their audience and diversify their revenue stream. Contact us for your social media marketing needs.