Five steps to a Successful LinkedIn Campaign.
Linkedin offers a variety of opportunities to connect with potential customers, and if you learn how to make use of it, it is a great tool to connect, interact, network and promote your business.
Today we’ll talk of how to set up an advertising campaign on LinkedIn.
The value of LinkedIn Campaigns.
LinkedIn offers fantastic targeting options. You can select your audience by job title, role, skills, interests, company, geography, seniority and more.
You can send your message in effective and professional ways. You can target your audience with extreme precision and effectiveness, without disturbing and interrupting the wrong people.
While Facebook allows you to spend as little as you like to get your clicks, or impressions, LinkedIn sets the lowest price at 2$ per click (or thousand impressions).
Yet the money you spend on linkedIn ads can offer great returns in terms of leads, sales and brand awareness. Of course, you do need to know how to go about setting up your campaign.
Here our five steps to a successful LinkedIn advertising campaign.
1. Define your goals.
It’s obvious, but let’s remind it: you need to have clear goals.
Some examples are:
- To drive traffic to your website;
- To increase the awareness about your brand;
- To Generate Leads
- To launch a new product
- To Promote a campaign
A Financial Services company, may want to reach European investors and generate leads, for example. Your goals should be specific, and measurable in time.
2. Understand the difference between the two types of campaigns
You can set up two types of campaigns on LinkedIn.
- You can create an ad;
- You can sponsor your content (a blog post for example).
An ad is usually meant to promote a specific call to action: “try this”, “download this”, “learn more”, “subscribe”, “buy this”.
Ads will drive traffic to a landing page where the real action should take place: the purchase, the trial activation, or the subscription.
Instead, you will sponsor your content (such as a blog post), when you want to reach a wider audience, and to grow awareness on your brand. Of course your content will be part of a strategy that makes sense for your business.
3. Define targeting criteria.
LinkedIn offers you precise options. These are the most important criteria offered to target your audience.
- Related with the company: geography, industry company size,
- Related with the professional role: job position, job function, seniority.
- Skills and interests.
So you can decide, for instance, that only “executives” in marketing positions, in specific companies, will see your ad. And you can decide to not serve your ad to “interns” in the same companies, because you want to influence those who make decisions. It’s clear that the clicks (or the impressions) you get from your ad will offer a very different value to your business depending on who you will target.
4. Set your ad in the context of your marketing initiative.
Your ad will generate results; you will obtain a number of clicks. But if the rest of your set-up is not adequate, you risk to waste (a lot of) money. Let’s assume that you mean to use your ad to drive traffic to a webpage, and that on this page, you want to collect new subscribers to your email list.
If this is the case, you will want to design the page, and write the copy, in ways that convert. Let’s assume that your landing page converts at 3.6%. In this case after you pay for 100 clicks, less than four people subscribe. With these numbers, the money you spend on clicks is taking you nowhere.
Another example. You own a real estate agency, and you want to invest on LinkedIn ads to send traffic to a landing page. The page is designed to capture leads that are interested in your offering. If you don’t have clarity on the value of your leads (in $) you will not be aware of whether your investment will generate worthwhile returns.
You will have to figure how many leads become clients, on average. You will use these percentages together with the average value of a customer, and you can define the value of a lead.
In general you will want to design and tweak, with care, the flow of activities and digital assets that you will use. In this way you’ll achieve your goals in terms of sales, subscriptions, leads etc..
5. Define your budget
At this point you have calculated the returns you are looking for. And you know how much they are worth to your business. Now you can make educated decision on the budget which makes sense for you to invest.