LinkedIn advertising for business has levelled up significantly in 2021, but are you making the most of it?
Using LinkedIn ads to support your sales and marketing strategy is a no brainer in 2021 but are you making the most of LinkedIn advertising capabilities or just pushing some buttons and hoping for the best?
Among the platforms 12.9 Million active users in Australia four out of five of its members have the power to impact business decisions, and these key influencers also have twice the buying power of your typical online audience.
Unfortunately many business owners are missing the mark with their advertising on the platform either through lazy creative and copy or poor audience targeting.
The other common mistake is looking at LinkedIn ads as a stand alone campaign tool instead of making it a part of a multi platform advertising approach designed to move people through the buyer journey successfully.
So lets take a look at the basics of LinkedIn advertising for business, starting with your campaign objectives.
So before you even get this far it is important to have really thought out what you are trying to achieve. When it comes to any form of advertising these days you need to put some serious thought into making sure the page you are sending people to is optimised to get you a lead or a sale.
Once this is set up properly with all the right trust indicators and designed to satisfy all the different personality types then you can get down to the business of setting your objectives, for the most part our clients live in the conversion space but we will often start off with a website visit or engagement campaign of some description to drive curated traffic to the site so that we can activate the other platforms we are using in their campaigns.
Once your campaign objective has been set then its really time to make sure your audiences are set for success, again this is where you really want to spend some time getting the most out of what you know about the customers you are trying to reach.
Making sure your insight tag is installed on your website is going to be important to allow for better audience targeting and retargeting, where else can you target a company list in this kind of detail?
From here you really then need to consider your ad formats, placements and budget, but you can see that failing to spend the time considering the first three points is really setting you up for an expensive vanity marketing exercise and that’s not where we play.
This is where you want to test multiple formats, creatives and copy to find the ones that work best for you. Again the biggest mistake people make here is set and forget. Just like Facebook, LinkedIn will happily take your money but its really about making the LinkedIn Advertising platform work for you, and that takes time and attention.
If you are struggling to get the most out of it or want to add it in to your campaigns but your current agency cant help then reach out for coffee or book into one of our upcoming LinkedIn 3.0 Sessions.