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July 22, 2020: Post #2
The LinkedIn platform reaches 30 million companies with over 2 million posts published every single day. Are you using LinkedIn to your advantage?
LinkedIn has over 675 million users, and is a powerful business to business (B2B) platform. So powerful that LinkedIn is actually growing by one new profile every second. Whether you want to network or find referrals, build your business, find new partners, grow engagement or leverage the professional community, LinkedIn is your go-to platform for your business needs.
LinkedIn is the #1 channel B2B marketers use to distribute content to their audience
Of all leads generated from social media, 80 percent of B2B leads come from LinkedIn
LinkedIn Message Ads have a 300 percent higher response rate than sales emails
LinkedIn Message Ads have a 300 percent higher response rate than sales emails
78 percent of marketers say LinkedIn is the most effective social media platform for content marketing
89 percent of marketers include LinkedIn in their digital marketing
The Campaign. LinkedIn Ad campaigns, that is.
Want to grow engagement for your business? LinkedIn enables you to create and launch your ad campaign in minutes. Literally. We’ve done it. You set your budget, choose your target audience, develop your content and images and go live. You can track your campaign in real time through a user-friendly dashboard.
Today, LinkedIn offers four ad formats:
1. Sponsored Content:
Native ads that appear directly in the LinkedIn feeds of your target audience
Benefits: Use rich media to stand out in the feed; Advertise to professionals to reach a highly engaged audience over desktop and mobile; Target the professionals you want by building your ideal audience profile; Expand beyond LinkedIn with LinkedIn Audience Network
2.Sponsored Message Ads:
Delivers personalized content ads in LinkedIn Messenger
Drive conversations with personalized messages in Messenger for more privacy; Drive leads, build brand awareness, and nurture key relationships in every point of your sales cycle; Reach targeted professional audiences; Optimize performance with A/B testing
3.Dynamic Ads:
Small ads tailored to each member based on their LinkedIn profiles, and display on the right side of the feed
Privacy and personalization with ads visible only to the member; Ads stand out from the feed; Very effective for follower or recruitment campaigns
4. Text Ads:
Simple Pay Per Click (PPC) or Cost Per Impression (CPI) ads
Create and launch these ads in minutes; Tailored messaging based on the professions you want to reach; Pay for the ads that work per impression or per click on the ad
How we did it
Recently, Carbon developed and managed a LinkedIn Ad campaign to growing followers and engagement for one of our B2B clients. We utilized Sponsored Content with a follow button and Dynamic Ads to drive page follows.
By targeting specific professionals, we delivered the client’s message to precise targets that meet the client’s business goals, while also sharing content with people who were more likely to follow and engage with the brand. The ad content was based on the group’s profession, and included images to match the audience as well.
We built the campaign in LinkedIn’s Campaign Manager, set the budgets, target audiences and content for the ads, and launched.
The Results: Over six weeks, our client ….
Sources:
Images. Accessed July 2020. https://business.linkedin.com/marketing-solutions/how-to-advertise-on-linkedin
"Eye-opening LinkedIn Statistics for 2020,” 99frims. Accessed January 2020. https://99firms.com/blog/linkedin-statistics/#gref
“How to advertise on LinkedIn,” LinkedIn. Accessed January 2020. https://business.linkedin.com/marketing-solutions/how-to-advertise-on-linkedin
Corey Quinn, “Four easy ways to grow your business with LinkedIn,” Forbes. Accessed January 2020. https://www.forbes.com/sites/forbescommunicationscouncil/2018/11/07/four-easy-ways-to-grow-your-business-with-linkedin/#417dfde56e63
“Dynamic Ads – Advertising Specifications,” LinkedIn Help Marketing Solutions. Accessed June 2020. https://www.linkedin.com/help/lms/answer/68893
“Reach target customers and generate leads with Sponsored content,” LinkedIn Marketing solutions. Accessed June 2020. https://business.linkedin.com/marketing-solutions/cx/18/01/sponsored-content-sem-desktop?src=go-pa&trk=sem_lms_gaw&veh=Google_Search_NAMER_USCA_Brand-Products_Beta_DR_AllLanguages_Restructure_378907650411__%2Blinkedin%20%2Bsponsored%20%2Bcontent_c__kwd-1
Steve Kearns, “10 Examples of LinkedIn Ads that totally crushed it,” Business LinkedIn, 2017. Accessed June 2020. https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2017/10-examples-of-linkedin-ads-that-totally-crushed-it
Are you using LinkedIn to your advantage?
Contact Carbon today to discuss how LinkedIn Ad campaigns can help grow your business. We can create, launch and manage your ad campaigns to reach your marketing goals.
