LinkedIn is not a conventional or generic marketing tool that you can use for all purposes of marketing. The LinkedIn audience is entirely a different set of customers. Their consumption of content is entirely different from those of other social media platforms like Facebook, Twitter, Pinterest, Instagram and Snapchat. LinkedIn users prefer content that reflects more of business in tone and intent. Their expectation of the content and page elements to be far more professional. So, you have to set or create the standards of your profile page, content posts, interactions and advertisements to be of very high standard and unlike Facebook and other social media platforms such as video, image or photo sharing websites.
Facebook is a social media platform where you can find posts and mentions on life events and fun which reflect lighter tone and moments. Instagram captures moods and live events. Pinterest is an image sharing platform where users and customers go to do research about products and services especially in the lifestyle segment.
But when it comes to LinkedIn, it is a serious business and all about business. Content and tone in LinkedIn are expected to be politically correct, seriously professional and research-oriented driving, honing and proving thought leadership.
As we see LinkedIn in the marketing context, it has got certain sets of users. If you or any member accept to mutually agree to share messages and be connected to get streaming content in each other’s Timeline, you are called a Connection to each other. More Connections you have, the more will be your ability to reach more users through posts and direct messages.
You may also follow companies to receive their posts in your Timeline but your posts will not go to the companies’ timelines. You may join Groups of your niche so that you can target your content to the specific and filtered category members who are subscribers of those Groups.
As regards the fulfilment of your business objectives, you can your content through text, image and video posts, run ads to your specific target audience, promote and fill job vacancies, generate leads, get engagements for your brand assets and send direct messages to your network members.
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LinkedIn Marketing Opportunities
You can leverage Linked Paid Opportunities to boost your Digital Marketing initiatives. LinkedIn offers the following options:
Audience Targeting: You can custom target your Ads in Linkedin through two kinds of audience targeting: Audience Attributes and Matched Audiences.
Through Audience Attributes, you can target your audience through such attributes as their Job Titles, Company, Demographics, Education, Job experience and Interests & Persona on the LinkedIn platform itself.
With the Company attribute targeting, you can target either people who work with a company or you can target people who are the 1st Connection to the Company in question.
You can target those who follow your Company in Linkedin as well. The point here to be noted is that your Company Page should be linked to your Ad Account and that you cannot add any other Company Page to your Ad Account. You can do only for your Company Pages.
You can target audiences through Industry and sub-categories, Company size, Demographics (Age and Gender), Education (this is not preset; you have to enter the listas to their Degree, Level of Study, Where they went to school), Job Experience (Searchable; Job Function which is not Job Title; Job Function refers to the activities he does or performs as part of his job on a daily basis), Job Seniorities (such as Unpaid, Training, Entry, Senior, Manager, Director, VP, CXO, Owner, Partner), Job Titles (Searchable; type the Titles and choose from the list), Member Skills (such as Microsoft Excel, Project Coordination, Program Management, Technical Writing, Communication), Years of Experience (Choose from the range), and finally, Interests and Traits/Persona (Groups associated with, Member Interests and Member Traits; you can target for job jon skills and traits such as blogging, etc.,).
Through Matched Audiences, you can use either your Customer Uploaded Lists or Retargeting Lists (Website Audiences that are cookies because of Linkedin Insight Tag) that Linkedin does not have. You can use Look-alike Audiences also for your audience targeting.
Further, you can add more audiences by opting Enable Audience Expansion if you find it difficult to add audience by other discussed features or if you want to extend your super performing ads to additional audiences. You can save your Audiences painstakingly created for future use as Audience Templates and give them a name and write a description for your future reference.
You can see Forecast Results as you set audience preferences and ad budget for your ads on the right side which will enable you to alter your audience size or budget or campaign period for effective campaigning.
LinkedIn Ad Formats: LinkedIn offers multiple formats of Ads to choose for different objectives. They are:
Single Image Ad: As the name indicates, you can use one image for this ad type with an Introductory Text, Headline, Description and a Call-To-Action with 10 options. These Ads will be visible for only LinkedIn network users and not for LinkedIn users. These Ads are ideal for bottom of the marketing funnel objectives such as Call-To-Action, Post Engagements, Content Promotion.
Carousel: This Carousel Ad Format is similar to Single Image Ad format but you can add up to 10 Image Cards. You can use different URL’s for each of these Carousel Cards or use the same single for all of the Cards used in the Ad. You can re-order the Cards as per you prefer sequentially. You can use this format to tell a sequence or story or cohesive message.
Single Video Ad: You can promote a video in this Ad format with captions and a thumbnail representing the video. This video ad format can be used to grab the attention of the viewers if they keep the sound in mute mode. So, use the thumbnail in vibrating colours that captivate the audience in 3 seconds. You may upload a very short video that runs for 15 or less seconds to get an engagement or may upload a longer video to tell a detailed story.
Text Ads: In thIs format, you can use 25 character Headline, 75 character Ad Description, an URL and 100 x 100 pixel image. These Ads which run on the right panel of the LinkedIn Newsfeed do not run on LinkedIn Ad Networks. These ads can be used for low cost promotion to get lots of impressions and brand promotion.
Dynamic Ads: These Ads pull the user’s image onto your Ad automatically from his user profile. You can use an apt CTA to get a desired action. As this ad format personalizes your ad by putting the user’s image, it gets the attention of the user to your message.
Message Ads: Previously called Sponsored Email Ads, these ads send your message right into the users’ message inbox. You can customize the Ad with the preferred settings for better reach and results.
Conversation Ads: These ads are also like Message Ads that go into the users’ inbox with five optional interactive messages like bots in an automated chatbox. These ads are ideal to engage with your audience in a conversational mode. Learn more about us and our services at Blurn SEO Agency.