Public Service Announcement - LinkedIn Paid campaigns are the best way to increase pipeline, build brand awareness, and help your brand generate traffic.
Choosing the right platform for your audience is the fundamental key to any marketing campaign. It becomes even more crucial when it comes to recruitment marketing.
Especially, when unlike other marketers, trying to capture their audience in the right mindset and mood, our audience is using one main platform for professional content consumption and job search.
Why invest in a paid LinkedIn strategy?
Aside from your audience already on the platform, in the right mindset, here are 4 more reasons to consider.
- The opportunities are (almost) endless - Whether you're focusing on building brand awareness, looking to capture leads, or advertising specific jobs - LinkedIn has different campaign types for every step of the funnel.
- It’s all about the reach - Structuring your campaign to match your objective will allow you to reach your target audience at the perfect moment and get your message across.
- One platform fits all (goals) - Your strategy is built from short and long-term goals - on Linkedin you can build campaigns focused both on short and long-term goals - increasing followers among your target audience or converting your leads to applications.
- Time is money - With multiple features geared to save marketers time, you can update multiple campaigns simultaneously or even use the “Quick” campaign set-up to speed up your campaign creation.
Now that you’re convinced - Here are a few things you should keep in mind when approaching the task at hand -
- Just like IRL - start with introductions - Your audience doesn’t know you yet - so start with the basics - who your company is and what you do. Just like you won’t just skip an introduction when meeting someone new - jumping into a later step in the funnel will create confusion and hurt your conversion rates in the long run. Structuring your awareness campaigns to complement the rest of your campaigns will create an easy transition and increase conversions.
- Holistic view - Your campaigns are just like puzzle pieces, creating a story, but should be understandable as stand-alone. When launching a new campaign - examine every ad separately to ensure they each tell a story and not rely heavily on the overall campaign. Not sure how to create the connection? Try using a common denominator - whether it’s tone of voice, imagery, or language - subtle connections will elevate your message.
- Audience is key - No matter how incredible your creative is, if you’re skimping through the audience building - you’re tanking your campaign. Take the time to build the right audience - and continuously optimize based on your desired results. Audience building takes time and effort - and trial and error. Finding the right partner to work on audience building is crucial - because real-time feedback is the most valuable tool for audience segmentation.
- It’s all about the money, money, money - Small budgets can still create a big impact - you just have to decide what types of campaigns will bring the highest ROIs and which approach will result in maximizing your budget. This isn’t one size fits all - you’ll have to work through defining your goals and audiences to understand what will provide the best results.
- Optimize constantly - Successful LinkedIn campaigns aren’t one-and-done - just like plants, they need attention to grow. Review your lowest performing ads and campaigns - change the bidding, budgets, and creative. Still not seeing the right results? Utilize those insights for the next campaign when A/B testing.
- Be patient - Building your audience and creating the right mix of campaigns take time - don’t expect next-day results.
