2020 Digital Marketing Trends Report
2020 Influencer Marketing & Social Media Trends Report
LinkedIn Advertising is a Business-to-Business platform that allows companies to share their content and information with targeted individuals based on industry, company name, company size, skills, seniority, job function, job title, and more.
There are many strong influencers in the form of business coaches, wealth experts, tech mavens (you name it), who in some cases exclusively syndicate some of their most powerful content on LinkedIn. Thinking out-of-the box about ways you can leverage these LinkedIn icons to promote your business and brand, for some, can be the most effective form of advertising there is. When that influencer endorsement is further boosted by a paid LinkedIn advertising strategy, the results often have extremely positive impact.
LinkedIn is where marketers go to share case studies, white papers. LinkedIn is where marketers go to share case studies, white papers, webinars, blogs, vlogs, event news, and to become a “thought leader.”
So what’s the value of LinkedIn Advertising? Well, if you work in a B2B space, the LinkedIn Ad platform offers surgical precision to ensure your content is viewed by the right people. LinkedIn Advertising options include Sponsored Content, Sponsored In-Mail, Display Ads, and standard Text Ads.
Sponsored Content is a form of Native Advertising in which your content is seamlessly integrated into the news feed of a chosen LinkedIn user. This can be used to build goodwill and provide value, or it can be used as a means to generate leads and sales – and sometimes both!
With regards to Sponsored In-Mail, this service allows businesses to send personalized messages to prospects and other people of interest. It could be an invite to a company event, a link to download a case study, or a request to meet. Either way, Sponsored In-Mail messages are only delivered when members are active on LinkedIn, and there are frequency caps in place to ensure you aren’t bothering the individual receiving your message.
A strategic approach to LinkedIn Advertising includes understanding who you are trying to connect with, and what they perceive to be a pain point. If you can figure out a way to offer a solution to the right people, good things will happen.
LinkedIn is the social community of choice for B2B companies. The Ad platform offers a great deal of customization, and it’s a great tool for prospecting, as well as building brand awareness and recognition.
When you’re producing thought-provoking content that can strengthen your online authority, LinkedIn could be an excellent channel to market your business and brand, especially when that message is further endorsed by an influencer with clout in the business world.
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Are you aiming to increase web traffic or grow your social media presence? Figure out why you’re leveraging paid media in the first place and build your strategy from there. Having clearly defined goals in mind will help you focus on your brand’s key priorities.
Designing strategies that cater to all three stages of the buyer journey ensures that you’re maximizing your brand’s reach. Every user at every stage is valuable—and you have to make sure you’re creating paid media content that speaks to each audience type.
Effective paid media is tied to targeting the right keywords. If you’re leveraging paid search ads to appear on SERPs (search engine results pages), then in-depth research is necessary. Bid on the keywords that are most relevant to your business to trigger only the most effective ad appearances.
Gather your team—because it’s time to start coming up with ad copy that wins attention. The key is to resonate with your audience and inspire engagement. Be real. Be relatable. And most importantly, don’t underestimate the power of creativity.
Do the landing pages on your website effectively push visitors further down the sales funnel? If not, you’re letting potential customers slip through your fingers. Optimize each of your landing pages so that they nudge users towards converting.
The options are plenty when it comes to paid advertising, including Google, Meta, TikTok, LinkedIn, Microsoft, and Pinterest among others. Analyze who your target demographic is, research where it’s best to connect with them, and then target the platforms where you wish to build awareness.
If you’re ready to build your paid media ad campaign, you’ll find that it will be further broken down into “ad groups” to ensure more effective pay-per-click advertising. These ad groups house one or more ads that have similar targets or categories. Let’s say your brand’s website features categories such as clothing, shoes, and accessories. Creating ad groups according to keywords that fall under these categories will help the PPC system decide when to show ads for these products.
Retargeting ads are bound to succeed because it’s a second shot at a conversion. Visitors have shown interest in the product/service once before, and sometimes all it takes is a little reminder to push them to the checkout page. So don’t forget to retarget and aim better this time.
In the world of paid media, what works and what doesn’t? You’ll have to run A/B tests to find out! Whether you’re testing which keywords bring more traffic or which social platforms earn more ad engagement, you won’t find out what really works for your brand until you test it.
Revisit your initial goals. Did your efforts bring about the results you expected? Tracking results is an essential step in your brand’s paid advertising campaigns. The data you collect from currently running ads will help lay the foundation for your future campaigns.
After tracking your results, you’ll be able to see where adjustments are necessary. There’s always room for improvement, so keep striving to consistently resonate and build trust with your audience—it’s how to create paid ads that pay off.
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