Join Alex Rynne for an in-depth discussion in this video Using consideration campaigns, part of Marketing on LinkedIn: The Sophisticated Marketer's Guide.
- [Instructor] Thought leadership or consideration campaigns encourage customers to take action to find out more about your business. The action mentioned is usually clicks that take folks to a landing page, but it could also include other types of engagement, such as social actions or views. One example of a thought leadership campaign that our team ran is when we used LinkedIn to grow our audience for the LinkedIn Marketing Solutions blog. We wanted to position our blog as a content hub for marketers, a place where they come to find inspiration to succeed in business and their careers. We took a multichannel product approach to this campaign, as you can see. We sent a personal email message to raise awareness about the blog and drive subscribers. In 2017, this sponsored email campaign drove 24% of subscriptions to the blog. We also sponsored a top-performing blog post and made sure the call to action banner at the bottom of the post directs people to subscribe to our blog. We created a graphic with a quote featuring LinkedIn influencer, Brian Solis. Then we sponsored it and pinned it to the top of our LinkedIn Marketing Solutions showcase page. This sponsored content post drove 660 new blog subscriptions and that's 3% of total conversions. When selecting a consideration campaign, you'll have the option of selecting one of three metrics you'd like to track towards. Website visits, engagement, or video views. If you're looking to get more people to visit a specific website, website visits is the selection for you. You should select engagement if you want to drive clicks, social actions, and page follows. Select video views if you want to tell your product or business story through a video. Let's click into website visits. Website visits is likely the objective you'll choose most often for getting clicks that take customers to your website. The products to use if you're looking to gain website visits are sponsored content or a single image ad, carousel image ads, video ads, text ads, spotlight ads, and message ads, or sponsored InMail. Here, we are back at the main create campaign page. The engagement objective, which we'll click into now, is all about getting customers to interact with your posts, including social actions, such as likes, comments, hashtags, and shares, getting more company followers or just simply clicking on your ads. The products to use if you're looking to get more engagement are sponsored content or a single image ad, carousel ad, video ad, or a follower ad. Let's look into video views. Video views is an objective that gives you the option to bid based on cost per view. Video will be available as an ad format on other objectives. However, you will have the option to bid based on cost per view only by choosing video views as an objective. And the product to use if you're looking to get more video views are video ads. 74% of prospects choose the company that was first to help them along their buyer's journey. That's why it's so important to build thought leadership with consideration campaigns.
- Reaching an audience on LinkedIn
- Using the organic marketing tools
- Using the paid marketing tools
- Leveraging brand awareness tools
- Creating a campaign
- Targeting members
- Measuring results in Campaign Manager