Join Viveka von Rosen for an in-depth discussion in this video Know your goals, part of LinkedIn Marketing: Advertising.
- So we've talked about your customer's needs wants and desires, but how about your own? What are your goals for using LinkedIn ads? And by the way, as I mention these goals, you might wanna jot down some ideas that start popping into your head. You can hit pause at any time, no worry, we'll wait for you. So some of the goals for using LinkedIn might be, promoting a company page, promoting your website, promoting your content, driving leads to a marketing funnel, driving leads to Lead Accelerator, sharing and driving leads to an event, promoting a product or a service, increasing visibility, increasing brand awareness, increasing credibility, or even becoming a thought leader.
Knowing your goals for your LinkedIn ads, and there can be more than one, will help to refine and define the ad options that you want as well as what your ad campaign will look like. Are you using LinkedIn ads to sell a product or service? Are you literally saying, "Got widget? No? Click here to buy some"? Depending on the price of your product, LinkedIn text ads, sponsored ads, and even some display ads like this, may not drive too many sales. However, if it's a free app, or a free white paper, or a free piece of content that the consumer's paying for with a name and an email address, you might actually have some luck.
If it's a ten thousand dollar a month industry specific highly customized CRM system, then it is likely to take a little or a lot more nurturing. I can probably point people to sign up for my latest webinar and get some decent conversions, but it's highly unlikely I'm going to pick up a six figure corporate client from a single text ad. I guess what I'm saying is, be realistic. To sell a product or service, especially if it's a higher priced product or service, you're going to need more of a marketing funnel. In that case you'd definitely need to consider LinkedIn Accelerator, sponsored groups or sponsored in-mails.
However, this does come at a hefty price tag, but don't turn off the training, there's hope and it's affordable. If you're using ads to introduce or create a sense of urgency amongst your prospect base, then all the ad solutions on LinkedIn could work for you. Whether you're using a text ad to address a prospects' point of pain, or a sponsored update to share useful valuable content, the do-it-yourself ad solutions on LinkedIn is a much more affordable solution, and at the very least, a good place to start.
If you are using LinkedIn ads to create a sense of visibility, text ads and sponsored updates are great. I have a little bit of a ninja trick, I'll share with you in a future video, that can get you a lot of visibility for a fairly inexpensive monetary investment, like less than fifty bucks. Similarly, if you're already producing stunning, interesting content through blog posts or infographics, sponsored updates will definitely be a great way to increase your visibility, and showcase your expertise on LinkedIn.
If you're using ads to build your list, to increase your customer base, then text ads are very effective, offering free e-books and white papers et cetera. And you can also do that effectively with sponsored updates. You can also use sponsored content or LinkedIn text ads to position yourself as an expert. Just by coming across as the leading and knowledgeable person in any field, it can help to cement your position with your prospects. I like using sponsored updates for this.
I will often share and then sponsor a client's event that I'm speaking at, just to further associate myself with that client, drive traffic to their event, and position myself as an expert. So can you see how you need to know what you want to do with LinkedIn ads before you decide which LinkedIn ads to invest in? Now it's time to deep dive into the specifics. How exactly are we going to use sponsored updates and text ads in our marketing campaigns?
- Understanding LinkedIn ad options
- Budgeting strategies for Sponsored Updates
- Targeting text ads
- Targeting new audiences
- PPC vs. PPM big strategies
- Enterprise marketing with Sponsored Groups, Sponsored InMail, and Lead Accelerator