According to LinkedIn, 4 out of 5 LinkedIn members drive business decisions, and audiences on LinkedIn have twice the buying power of the average web audience. With over 870 million members, an ad on LinkedIn can reach 14.6% of the world’s population.
As the largest professional social network in the world, LinkedIn advertising can be a highly effective tool if you are looking to reach a professional audience. In this blog post, we will be sharing some tips and tricks to help you maximise your LinkedIn advertising potential and achieve your unique marketing goals.
Define your campaign objectives
Before you begin your LinkedIn advertising campaign, it is important to define your campaign objectives clearly.
Some key questions to ask yourself include:
- What are you trying to achieve with your ads?
- Do you want to generate leads, increase website traffic, or promote brand awareness?
This will help you to decide on which LinkedIn campaign objective best aligns with your set goals, allowing you to create ads that are more relevant and effective.
Target the right audience
LinkedIn offers powerful targeting options that can help you reach the right audience for your ads. With over 20 different audience attribute categories, you can specifically target by job title, company size, industry, location, and more.
For instance, you can refine your target audience by country, or specifically target audiences by city or area. Make sure that you are targeting the audience that is most likely to be interested in your product or service.
If you are new to LinkedIn advertising, we recommend against refining your target audience too much. Instead, we suggest that you stick to the four most important targeting factors.
You could also look to experiment with A/B test campaigns with different targeting criteria, which can help you to understand which audience criteria has the most relevance to your campaign objectives and brand overall.
Use engaging visuals and copy
Like any social media platform, LinkedIn users are bombarded with a variety of content. To stand out, your ads will need to be engaging, attention-grabbing, and clearly outline the intended objective.
To do so, we recommend creating compelling ad copy that is focused on a clear and relevant call-to-action (CTA). For instance, if your goal is to convert audiences to your website to download a resource, use a clear CTA like ‘Download Your Guide Today!’ that clearly directs audiences to the intended action and inspires them to act.
Alongside your ad copy, you will need to use high-quality and creative visuals that will draw the audience’s attention and engage with them. Ensure to use visuals that are creative but reflective of your brand and your overall tone of voice.
Experiment with different ad formats
LinkedIn offers several ad formats, depending on which campaign objective you have chosen.
- Sponsored Content (Carousel, Video, and Image ads)
- Message Ads (Sponsored InMail)
- Text Ads (Top Banner Ads)
- Dynamic Ads (Follower, Spotlight, and Content ads)
We recommend that you experiment with the various different formats to see which one will work best for your target audience and the campaign objectives. Don’t forget to tailor your visuals and ad copy to each ad format!
Monitor and optimise your campaigns
As with any advertising campaign, it is extremely important to monitor and optimise your LinkedIn ads for better performance. The best way to optimise your ads is to keep track of key performance metrics.
This could be:
- Click-Through Rate
- Conversion Rates
- Social Actions
Focus on the metrics most relevant to your campaign objectives, and ensure to make adjustments as needed to improve your results.
Unlock the Full Potential of LinkedIn Advertising Today!
LinkedIn advertising can be a powerful tool for reaching a professional audience and achieving your marketing objectives.
By defining your campaign objectives, targeting the right audience, using engaging visuals and copy, experimenting with different ad formats, and monitoring and optimising your campaigns, you can maximise your LinkedIn advertising potential and achieve better results.
If you’re looking to elevate your LinkedIn marketing strategy, or if you want to capture and bolster your organisation with a professional community, get in touch with our paid media specialists today!