11 Ways To Improve ROI on LinkedIn
As with most of the other major ad platforms I use like Google and Microsoft, LinkedIn advertising results can be extremely volatile. This is because the site is ultra-competitive and hence if you do not employ a number of targeted methods overlaid together, its very easy to waste a load of money very quickly. I regularly speak with clients who have wasted money on their LinkedIn advertising – this is mainly because they have not employed all of these targeted strategies below frankly speaking. If you would like to run a LinkedIn Advertising campaign please contact me directly here or via www.PayPerClickMarketing.UK
- Account Lists
It makes sense to draw up a list of the Accounts that your sales team want to engage with. These accounts are usually best targeted by Location, Size and Industry Type. Most companies focus on specific industry sectors, and a certain size of company – which should be reflected in your ad strategy. Once this list is established you can serve ads to those accounts only if you want.
- Ad Type
You can use standard banner ads along with videos on LinkedIn. For those companies that have provide complicated bespoke solutions, an explainer video often converts really well. For companies with generic off-the-shelf type of services with 100s of competitors – generic banner ads with a strong promotion/hook work well also. LinkedIn is so competitive your hook must be strong – “Free Consultations” work well as do Promotional Discounts/Sign Up Offers e.g. 50% off this month only / £100 free voucher / 14 day free trial.
- Company Size
It always makes sense to targetd companies by how many staff they have. In the 1-10 staff section you will come across lots of 1-man bands. Once you get above around 200 staff you really have to target your decision-makers carefully to find the person you want to engage, otherwise advertising can be wasteful i.e. there’s no point advertising to all 1,000 staff in a big company when only 1-3 people are involved with buying your services/solutions.
- Contact Lists
As with the Account Lists – you can search for decision-makers individually. You can then build prospect lists with a sales messaging funnel to convert these prospects into leads and new business. We program sales outreach funnels for our clients and use complimentary software that automates outreach – saving our clients 100s of man hours for £15/month. You need Sales Navigator for this.
Here you can better target prospect lists with useful targeting features such as Seniority, Function and how long they have been working at their company. You can also use keyword-targeted searches here to find people posting content in your niche.
You would be surprised how well contacting old alumni works on LinkedIn – and its often worth a test campaign targeting prospects who went to the same school or university as you, as its a common ground everyone loves to talk about in work. For those targeting senior and high net wealth individuals adding a University filter to your ads will improve quality.
As with any social media platform there are always targeted Groups where your clients and target prospects frequent. As well as posting informative content here – you can also post ads free. You will find most salesy type ads fall flat on their face. But if you post informative useful content with value – you will get exposure, branding and occassional leads. When advertising on LinkedIn in totally makes sense to target the big Groups in your niche. You can also message most group members in the same group which is really potent.
- Industry Type
Its really important to segment your advertising campaign on LinkedIn by industry. Every business I have ever marketed in the last 25 years has some industry-vertical preferences. If you make your ads industry-targeted, along with having industry-targeted landing pages this converts best by a country mile for optimal ROI.
- Job Function
You can target your LinkedIn activity by Job Function e.g. Sales / Marketing / Finance. The filter is not 100% clean though and usually you need to clean these searches. It totally makes sense to add this filter though, as just about every business targets a certain department in their sales prospecting.
- Job Title
This filter is a lot cleaner than Job Function and creates laser-targeted ads. Popular job titles like CEO and Managing Director work perfectly for some. With others you may have to research to find all of the Job Titles you want e.g.Marketing Director / Head Of Marketing / Chief Marketing Officer etc.
We advise te-targeting visitors to your website + visitors to your company page + visitors who clikc on your ads on LinkedIn. We back that up by re-targeting your high value LinkedIn traffic on other platforms such as Facebook.
If you would like to run a LinkedIn Advertising campaign please contact me directly here or via www.PayPerClickMarketing.UK