Join Viveka von Rosen for an in-depth discussion in this video What works and what sells on LinkedIn, part of LinkedIn Marketing: Advertising.
- When is comes to what works and what sells on LinkedIn, it really depends on what your business is and what your products and services are, how you're trying to market the product and service, your audience, what types of LinkedIn ads you're using, and your budget. No matter what you're selling and what kind of ads you use, you have to focus on the benefit to the consumer. As Ben Feldman says, "Don't sell life insurance, sell what life insurance can do." You're not likely to sell a $10,000 product with one LinkedIn ad and I don't think any of you think you can.
It's crucial to test and retest your ads. To track your metrics on both LinkedIn and off LinkedIn. "Nobody counts the number of ad's you run," says William Bernbach, "They just remember the impression that you make." And even though I've mostly only mentioned return on your monetary investment, you also have to track the return on your time investment. The time it takes to create these campaigns, and the time it takes to implement and monitor these campaigns.
It can all seem very overwhelming, but if you chop the process down into bite sized pieces, and create whatever visuals, graphs, excel sheets you need to keep track of everything, you could very well notice a huge pay off on your monetary and time investments. The other thing to be aware of is COI, or the Cost of Inaction. Unfortunately, there are many of your competitors using LinkedIn ads, and using them well. Do you show up with them? Think about how many times competitors have shown up on your company page.
I don't know about you, but it makes my stomach turn. Fortunately, we can often get an idea of what our competitors are doing just by looking at the ads they've posted. So learn from them and study them before beginning your own campaigns. And if it's not working, don't be afraid to turn it off and try something new. And finally, remember what Mary Kay Ash of Mary Kay Cosmetics said, "A mediocre idea that generates enthusiasm will go further than a great idea that inspires no one."
- 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