Social media has developed a new way to conduct digital marketing. It is a fruitful approach because it allows for much better targeting of your target audience, as well as transparency and tracking to measure the ROI of your PPC campaigns. LinkedIn, being a social platform born to connect professionals, allows users to also promote targeted job adverts and a daily feed containing industry trending information, oddly similar to Facebook. You can also create a LinkedIn campaign and advertise your products and services as well.
A good LinkedIn campaign should make use of display ads as well as sponsored updates. By using both, you will be able to compare which of them will increase your chances of success. Sponsored updates show on company pages sponsoring them and they pop up on users feeds who follow that company. Display ads are placed on the side area as images, text, or video for targeted used profiles.
When designing your campaigns, check your character length and make sure to use them all to add details to your offer. If you mix images and text, make sure there is a balance between both types within you ad. If you have to choose, always go for a more specific audience because it allows you to be more specific with your ad and achieve a higher level of engagement. You cannot be everything for everyone. But you can, and should, specifically display ads to certain LinkedIn groups, companies, or even job titles. That increases your conversion rates and lowers your advertising costs at the same time.
This engagement translates in making a deeper connection with the reader. It is especially effective for selling B2B products and services, since they have higher price points and longer buying cycles. These two factors are the main reason why building a long-term relationship with the B2B buyer is so important.
You can use LinkedIn ads for several reasons: lead generation for your sales reps, inviting people to follow your company or join your group on LinkedIn, recruit new employees for your company, promote client case studies or success stories, gather business intelligence by promoting LinkedIn polls, promote your brand and increase its familiarity, and many other goals.
The key to writing winning online ads is to be in your reader’s shoes. Imagine their pain points, their feelings, and their goals. You need to fully understand why they are frustrated. Once you are inside their minds, your ads will hook their attention right then and there and they will feel instantly comfortable with you and your products.