LinkedIn advertising: Is it right for my business?

Your LinkedIn Ads must create an experience for the viewer, then they will remember your business

‘LinkedIn is just for looking for jobs!’ We hear that all the time at SMBE, when building successful Pay-Per-Click advertising and branding programmes for our new clients.

Selling though Ads on LinkedIn is not like selling on Amazon, eBay, Google or Facebook. If you are a B2C business selling products e.g. travel blankets, dishes, TVs etc., LinkedIn is not a good place to advertise, as the social media platform is geared towards business networking.

B2B products and services, although a longer sales cycle, are ideal to promote on LinkedIn. Here you can nurture vital relationships over time, slowly introducing your business products or services while building your credibility as an industry thought leader and/or a trusted business/brand.

Advertising

If you have a B2B product or service, we suggest trying your hand at LinkedIn’s ‘Text Ads’ as these are easy to set-up and are cost-effective.  There are other types of ads such as LinkedIn’s Dynamic Ads, Feed Ads, Message Ads, Display Ads and a programme called Elevate but to start out we suggest you try the simpler ‘Text Ads’ until you become more confident with LinkedIn advertising.

Text Ads are comprised of the following components:

  • Headline (up to 25 characters)
  • Description (up to 75 characters)
  • From (Your company or yourself)
  • Image (50 x 50 pixels)
  • URL (The website or Landing page you want people to visit)

Your text Ads can appear at the top of LinkedIn members’ homepages (text only) and on the right sidebar on other pages such as groups (text and images).

Targeting

A great benefit of LinkedIn advertising is the ability to select a precise target audience via LinkedIn members by:

  • Job Title
  • Job Function
  • Age
  • Gender
  • Geography
  • Company Name
  • Company Size
  • LinkedIn Group

Creating your Ads

We suggest you try with three to five ads, all going to the same landing page or website but with different copy and images. After a week, keep your top two preforming ads and pause the remaining ads.

There are three critical elements to your ads. The first is your headline, the second is your image and the third is your website or landing page.

  • Headlines

Your headline needs to grab your audience’s attention.  The top three factors that generate clicks are 1. Curiosity 2. Emotion and 3. Benefits.

Curiosity… ‘How do I turn my business around after a recession?’

Emotion… ‘5 easy ways to increase your Facebook sales by 50%!’

Benefit…’How to make a 5-day work week into a 3-day work week!’

  • Image

You have a very small piece of real estate for your image. Here are some tips for images that convert:

  1. Use contrasting and bright colours.
  2. Picture of a head shot, ensure it is recent.
  3. Don’t use children, animals or unrelated photos to your service.
  4. Try both women and men (professionals) in your various ads.

Website or landing page

Finally, and importantly, is where you will take your viewers when they click on your Ad.

We highly suggest you create a specific landing page that is unique to the offer in your ad.

Many businesses will create a great heading and image that get viewers to click, but then get lazy and have the viewer dumped on their business website home page. The viewer does not know what to do and leaves the site. Not only have you wasted money, but also you have lost a prospective client/customer.

Take the time to build a specific landing page with your unique offer, ensure you have a lead generation form where you can get those precious details especially a valid email address.  Do this in exchange for something like a free guide, white paper or coupon.

Take your time, don’t rush, start looking at some LinkedIn ads through your profile, see what others are doing, take note of ads that inspire you to ‘click’.

If you have any questions on how to scale your LinkedIn advertising or need help with your first ad campaign, get in touch with our LinkedIn advertising manager at Helpdesk@socialmediabrandexperts.com. You can also reach us on +44 (0) 208 004 4545.

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We are a world leading social media consultancy, marketing and customer care agency.  This blog will keep you up to date with relevant business social media industry news and tips on how to progress your company by using social media.

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