Strategies and campaigns in Linkedin
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Why LinkedIn Strategies?
LinkedIn is the largest professional network in the world with over 820 million users. There is a positive trend for increasing the audience of LinkedIn in Bulgaria on a monthly basis, and currently the profiles of Bulgarians are over 980 thousand.
The platform has established itself as a key channel in terms of B2B communication. The presence of brands on LinkedIn is no longer recommended, it is mandatory – not only in terms of building employer branding and corporate image, but also in the implementation of strategies to achieve business goals of the brand. The social network provides specific opportunities to reach the target audience, which are not available on other platforms, which makes it an integral part of the strategy of B2B and part of B2C companies that offer high-end products.
The platform has established itself as a key channel in terms of B2B communication. The presence of brands on LinkedIn is no longer recommended, it is mandatory – not only in terms of building employer branding and corporate image, but also in the implementation of strategies to achieve business goals of the brand. The social network provides specific opportunities to reach the target audience, which are not available on other platforms, which makes it an integral part of the strategy of B2B and part of B2C companies that offer high-end products.
The steps in building a successful strategy are:
- Evaluation of the business page on LinkedIn, analysis of the campaigns conducted so far.
- Recommendations for improving and including new campaign optimizations, additional formats and audiences.
- Outlining specific goals related to the main business goals of the brand and in accordance with the available opportunities.
- Setting a work plan to achieve the set goals in terms of appropriate types of campaigns, formats and optimal budgets.
- Planning opportunities for further development in the future that would arise as a result of proper management of the current strategy.
What goals can you achieve with LinkedIn campaigns?
To guide the user on the path to making a decision to perform a specific business action (purchase, sign up for a Demo, send an inquiry, download an eBook, sign up for a webinar, etc.), we can use ad-linked campaigns with the different phases of the consumer funnel.
Awareness phase
In the Awareness phase , when we aim for more people to learn about the business or the new product / service, we use a Brand awareness campaign that aims to reach a large audience.
Consideration phase
At the next stage – the Consideration phase, when the audience is still considering, we focus on convincing them of the qualities of the product / service. By using engaging formats (posts, videos) that emphasize the benefits, we generate traffic to the website where they can read more information. We can choose from three types of campaigns:
- Website visits – Generate traffic to a website or event.
- Engagement – generating engagements (likes, comments, clicks, etc.) with content, as well as generating new followers.
- Video views – generate video views.
Conversion phase
The final and key stage of the consumer path is the Conversions phase , when we aim people to perform the action that is important for the business. Here we can choose from the following types of campaigns:
- Lead generation – collecting data from people who have shown interest in the product or service by filling out a contact form directly on LinkedIn. The advantage of this form is that it can connect directly to the Lead Management platform.
- Website conversions – generating specific actions of a website that are relevant to the business (registration, purchase, inquiry, etc.).
- Job applicants – promotion of a job advertisement.
What are the key elements of (successful) LinkedIn campaigns?
The budget
Budget is the framework that largely determines the mix of campaign types and the number of ad formats that will be used to achieve the end goal.
Targeting
Targeting tools offer a variety of options that differ from other social networks. They can be combined in a specific way that makes ad targeting extremely precise. In order to properly define the target audience, it is important to know well its professional and demographic characteristics.
The formats
The formats are chosen according to the type of campaign and the goal we want to achieve with it. Combining different formats in one campaign, which work well together and each of them meets the needs of the target at a particular point in its path, has a positive effect on the end results. For example, in an awareness campaign we can start communicating with the user with a blog article, at the next stage show him a short video and end with a lead generation campaign or conversation ad in a personal message. And this is just one of the many possible options.
Key vision
The key messages suggest a clear and precise statement of why it is important for the user to learn what we want to tell them. On LinkedIn, it is recommended that messages be personalized to the target we reach, as the level of personalization of the text depends on the stage of the user, as well as the refinement in targeting that we can afford.
Key messages
The key messages suggest a clear and precise statement of why it is important for the user to learn what we want to tell him. On LinkedIn, it is recommended that messages be personalized to the target we reach, as the level of personalization of the text depends on the stage of the user, as well as the refinement in targeting that we can afford.
How do we create content for LinkedIn campaigns?
LinkedIn content planned for campaigns should guide the user forward in a natural way. Given the specifics of the social network and the motives of the audience to enter it, it is important to follow the following principles:
- The content should add value to the target, indicating a solution to a problem that has not been clear to the user so far.
- It is recommended that the publications do not repeat information already known to the audience.
- It is good that the main part of the posts is focused more on the value of the product / service and the specific situations in which it is applicable, than on its specifics.
- It is important that the content is short, written in understandable language, and provides clear guidance for the user’s next step.
Our team is constantly monitoring the latest developments in advertising on LinkedIn to offer the best solutions for building a successful strategy, so we are officially certified in two areas: LinkedIn Marketing Fundamentals and LinkedIn Marketing Strategy.
