Join Viveka von Rosen for an in-depth discussion in this video Where should you spend your money?, part of LinkedIn Marketing: Advertising.
- [Voiceover] How about that? We made it through. Now, you should have a clear idea on what the different ad options are, and where you can be spending your money. If you have a small business, or are even a solopreneur, then start out small. There's no reason for you to immediately invest $10,000 reaching out to everyone on LinkedIn with a high-dollar product through a text ad. Some suggestions I would make... Know the CLV, the customer lifetime value, of your target audience. Don't do another thing until you know this.
Be very, very clear on why you want to run ads. Above and beyond, to sell more stuff and make more money. Create clear sponsored update campaigns to drive people to your company page, to encourage engagement, to gain trust, and maybe do a little thought leader positioning. Be thoughtful about your sponsored content campaigns. Create an editorial calendar to make sure you're sharing the right content at the right time. Use calls to action. Follow us.
Click here. Split test according to location, or title, or company, or age, or sex, or language, or education, or any or all of the above. Track and monitor your results. Test and test some more. If you already have engaging marketing collateral, white papers, free webinars, free product, ebooks, then run some text ads. Make use of the 15 variations. Set a low budget to start and then uplevel your spend on the ads that do well.
If you're part of the 25k club, or you think you could be, get in touch with a LinkedIn marketing rep. You can either apply for many of the marketing solutions opt-in pages or be proactive and do a LinkedIn search and find one on LinkedIn. There are some really great reps out there, so make sure you find the one that can answer your questions and take care of your needs. If you live in a major city where LinkedIn has offices, or if your spend is big enough, LinkedIn will even send a team to your office to help you get set up on Accelerator.
It's likely this will change, but for right now, they're taking a real hands on approach. You know, last year when I talked to Jason Miller, he's the senior manager of content marketing over at LinkedIn, he said that what is now Lead Accelerator, it wasn't named then, was going to change the way we do social marketing and advertising. I think he might be right. So, no matter what your budget it, you've got a real opportunity to create some impact and a better bottom line using LinkedIn Ads. Test it out.
Invest a small amount. Use your free credit if you have one. Do more of what works. Test and monitor, and test and monitor, and test and monitor again. LinkedIn Ads might very well be a great way for you to change quarters into dollars, create better branding and visibility, and create a bigger, and yet more strategic, and engaged customer base. I'm Viveka von Rosen, and it has been my absolute pleasure to bring you LinkedIn Advertising Fundamentals.
- 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