Even for experienced digital marketers, carrying out successful ad campaigns on LinkedIn can be complicated and way different from doing campaigns on other platforms. Therefore, while doing LinkedIn campaigns, it helps to know in advance what is currently working and what isn’t working. If you are preparing to offer LinkedIn marketing services, here is an overview of what is working and what isn’t working.
What is currently working
• Building an Audience: Before carrying out Linked campaigns, you need to build an audience first. Build an audience from multiple facets. You can build an audience from different companies, demographics, professionals, and people with different education levels.
• Target your ads: Over 70% of marketers these days utilize LinkedIn for marketing their businesses, and thus there is stiff competition on this platform. To ensure your campaigns get to the intended people, you have to target them. You can target your audience either by job type, industry, skills, and company. Ensure you craft ads that your target audience will find appealing.
• Use images: Using images in your campaigns can help increase user engagement. Just like images are powerful on other social networks, they can also be a powerful marketing tool on LinkedIn for advertisers if used effectively. Therefore, incorporate images into your LinkedIn campaigns.
What is not working
• Hyper-targeting: While getting started with your LinkedIn campaigns, don’t use multiple targeting facets. For text ads and sponsored ads, your target audience shouldn’t be more than 50,000. Use a few targeting facets to enable you to understand the strategies are working for different targets.
• Overposting: Over posting doesn’t help make LinkedIn campaigns any better. Your audience is likely to get tired of your ads if you are posting every now and then. You just have to post once or a couple of times and your campaigns will still be effective. Over posting doesn’t work even for other social networks such as Facebook, Twitter, Reddit etc. Most people see it as spam, so it can do more harm than good if you don’t control it.
• Vague content: The content you use for your LinkedIn campaigns shouldn’t be vague, but relevant and appealing to both your existing and target audience. The content you post should also portray you as an authority in your industry. Tailor your content to make it relevant to every group of your target audience.
LinkedIn is an awesomely powerful marketing tool for marketers that know how to exploit this platform to their advantage. While offering LinkedIn marketing services, ensure you understand what can potentially work and what can’t work.
