Join Brad Batesole for an in-depth discussion in this video Post cadence and campaign structure, part of Up and Running with LinkedIn Sponsored Content.
- [Voiceover] Even with great content, a campaign can only be successful if it's distributed with a regular cadence. You don't wanna be pushing all of your content out at once. A good practice is to keep two to four sponsored content adds live at all times. That way you can appeal both to members who are in the evaluation stage and still interested into that high-level content as well as those that are closer to a purchase decision. Develop a cadence that is built around promoting content throughout the buyer's journey. Prioritize quality company posts, such as useful insights, recommendations backed up by data, case studies, and industry reports.
In terms of quantity, keep it light. You only need to post three to five times a week, so really invest in that quality over quantity, and if that still feels like a lot of content, just focus on making sure your content resonates with your target audience and that you rotate your creative when you begin to see performance diminish due to add fatigue. As a general best practice, target each campaign to a unique audience, and name your campaign accordingly for easy identification as you continue to build more and more campaigns.
For example, if you're promoting an Ebook, you may have one campaign that's primary targeting is through industries, whereas another campaign's primary targeting is to certain groups. Ideally, each campaign should then have two posts as a minimum. LinkedIn's add platform is then going to automatically optimize your campaign to show top performing posts. Let your campaigns run for at least three weeks. Allowing campaigns time to gain clicks and engagements, can help your content appear in member's feeds more often, and when thinking about timing, consider that nights and weekends are when people catch up on content, especially on their mobile devices, so it's a good idea to keep your campaigns running during these times.
Your cadence and campaign structure will evolve as your audience and content does, so revisit it weekly and fine-tune as necessary.
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