Earlier this year, LinkedIn announced that it had surpassed over 500 million users. That is more than half a billion people across more than 200 different countries and territories, making it the world’s largest professional network.
Now more than ever, advertisers need to harness the power of this unique community of professionals to make an impact. Whether you are looking to build credibility or grow support, tapping into LinkedIn marketing can be a game changer.
LinkedIn allows you to create ads for this exact purpose, and for the best results I’ve compiled a list of best practices for each ad type.
Before we get started, here is a little bit of background for those that are new to digital marketing.
LinkedIn Marketing 101
A campaign can be as low as $10 and will be charged on a cost-per-click (CPC), cost-per-1,000 impressions (CPM), or a cost-per-send (CPS) basis. In other words, you pay when someone clicks your ad, for every 1,000 people it is placed in front of, or for every message successfully delivered.
LinkedIn allows you to narrow down who you want to target based on key demographic characteristics like age and location, which allows you to pinpoint what type of people you want interacting with your ads. If you’re looking for a more integrated approach, LinkedIn offers Website Retargeting, Contact Retargeting, and Account Retargeting. Keep in mind when choosing your audience, that segments within a diverse population might react differently to your message. A good marketer will have a variety of messages and images to test out on different audiences for the best results.
Have you ever clicked on an ad for more information and a pop up appears asking for your name and email? That is a lead generation form. LinkedIn gives you the option of directing your ad traffic to a website or to a lead gen form. For example, if you’re looking to recruit volunteers, opt for the lead generation form. If your ad’s message got across, then it is safe to assume those that clicked for more information are ready to sign up. Why lead them anywhere else?
Ad Types and When to Use Them
Sponsored content is the bread and butter of LinkedIn marketing and is best used for branding purposes. This is a post that will be strategically placed in the feed of your defined target audience. Generally, visually stimulating content is the best way to engage viewers. Use a picture that gives your audience a window into your organization and make your text short and catchy.
Show what it’s like to be a volunteer and the joy it brings; this could also be a great opportunity to show what your organization is currently working on. If you have any PSAs or new product launches to showcase, this is the best ad type to achieve that goal. LinkedIn is currently developing a feature that will allow advertisers to sponsor video content as well; this will only add to your ability to get your message across.
Priced: CPC or CPM
Text ads are similar to sponsored content, but more direct. While sponsored content gives you a more natural feel when it shows up on your feed, text ads are clearly an ad. The point of these ads is to get to the point. You want people to act? Write a compelling call to action paired with an equally persuasive image to maximize your ad’s impact. This the perfect moment to convince your audience to join the cause.
Priced: CPC or CPM
According to LinkedIn, Sponsored InMail converts higher than your average email blast. It allows you to send a personalized message to those you have identified as your target audience. If you’re looking to grow sponsorship, this is a great tool to utilize. The key is to identify which demographic will most likely to contribute to your cause, then write an authentic and compelling message directed at users who fall within that target. Sponsored InMail delivers your message exclusively to the inboxes of active LinkedIn users, which means the right message will be the key to your success.
From volunteers to donations, LinkedIn is a great place to build support from the professional world. Hopefully, this guide will help you get the most out of your marketing efforts.