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As the most powerful B2B marketing platform, LinkedIn is something businesses should not be neglecting, yet LinkedIn marketing is something that is often not invested in by people and businesses. It is more than just a networking platform; there are so many other capabilities to the platform which most companies are totally unaware of.
Our paid social team are incredibly well-versed in creating LinkedIn content for individual profiles, people looking to grow their network, and businesses that want to expand their presence on the platform.
In recent years, LinkedIn has enjoyed record engagement thanks to the global switch to more remote, hybrid working making it the ideal time to invest in paid and organic ads on the platform.
Embryo specialises in LinkedIn advertising. LinkedIn has to be part of your marketing strategy, especially for a B2B lead generation business. We develop tailored LinkedIn strategies that resonate with your audience and business objectives.
Today, LinkedIn marketing is the home of professional conversations and integral to many successful digital strategies. It utilises the largest professional social network to make connections, increase your brand awareness and conversion rates, generate leads, and drive traffic to your website.
The platform’s purpose is for individuals to showcase their careers and professional personalities, whilst businesses can showcase their brands, products and services through company pages. Due to the professional nature of the social media platform, it is especially beneficial to B2B businesses looking to market their services.
LinkedIn is often seen as a complex platform, as other people are more familiar with Meta. Due to LinkedIn’s advanced targeting options, you can segment the audience by industry, job title, company size, location, etc. Because of this, you can increase engagement and conversions. With thoughtful planning, creative content, and budget management, LinkedIn paid advertising can become an efficient and cost-effective platform for business growth.
The best way to get started with LinkedIn marketing is to create a company page, ask personal connections to start following your page and then start sharing content. However, if you’re looking for your LinkedIn activity to be a success, we recommend you create a strategy that is tailored to your target audience.
To achieve your marketing goals using LinkedIn, you should ensure you have a detailed plan, or strategy that sets out the steps you will take to achieve those goals. Without having a LinkedIn strategy you’re unlikely to fully utilise the platform and ensure you’re gaining benefits from it as a marketing channel.
In your LinkedIn strategy, you should think about the audience you want to target, the different messages you want to share, and how you’re going to measure the success of the platform as you use it. Once you have your strategy you should then regularly review it to ensure it is helping you to achieve your marketing objectives and make any necessary changes should it not be.
On the right, we have broken down our process when executing a high-performing LinkedIn ad campaign. Our process allows us to make sure that we don’t miss anything and we’re always looking to improve performance.
We need to understand our client’s goals and expectations. We must be aligned and on the same page so we can deliver measurable results.
We provide a detailed plan, that covers budgets, campaign objectives, audiences, ad copy, optimisations etc. This gives our clients a campaign blueprint so they know exactly what we are doing and why we’re doing it.
We create top-performing creatives which are designed to resonate with the audience. Our ads are simple but effective; all ads have a strong CTA.
At Embryo, we love to A/B test and all our actions are data-driven. It’s crucial that we continuously adapt to get the very best results. Based on the data, we make real-time adjustments to improve outcomes.
We always plan and manage budgets to align with client goals/objectives. We’re always very flexible.
We regularly monitor campaign metrics related to business objectives to ensure we are driving the desired results.
Our award-winning social team are more than happy to discuss how to include LinkedIn in your paid strategy. Get in touch.
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Like with all social media, to get the sought-after results of high engagement rates, impressions and even conversions you need to be creating and sharing compelling content that your target audience wants to see. Creating a detailed content strategy that lists the types of content you want to share can ensure you share a variety of content. As LinkedIn is a professional network a lot of users are looking for thought-leadership content that can help advance their skills and careers.
To achieve the best results when using LinkedIn for marketing, you’ll need to consider both the type of content you share and the timing of that content. By doing so, you’ll be able to maximise the impact of your efforts and get the most out of your investment in the platform.
Depending on your target audience there will be better days and times to share your content to attract their attention and get them to engage. Using the platform’s analytics you can access data which will show you your follower demographics and the best times to share your content. As LinkedIn is a professional network, it’s worth keeping in mind that usually, the best times to post are when the majority of users are in a professional mindset, during the working week. We find some of the best weekdays to share content are between Tuesday and Thursday, and either before or after the working day.
Whilst there are best practices for LinkedIn marketing that you can follow, it’s also important to remember that each account and LinkedIn page is unique and therefore what works for one, might not be best for another. However, LinkedIn’s analytics helps you to discover lots of data, which can enhance your marketing strategy.
For individuals, you can click on each post you share to find out how many engagements and impressions you’ve received. You can also analyse the demographics of the top people you’ve reached to see their job titles, locations and industries. For company pages, you can analyse the demographics of your followers, when your content is gaining engagement, how your following is changing and even how you compare to your competitors.
Being aware of all this information will help you refine and enhance your LinkedIn marketing strategy.
Whilst LinkedIn doesn’t impose restricting character limits like some other social platforms, it doesn’t mean you have to write large posts. LinkedIn posts with images gain two times more engagement than those without – you can even use carousel ads to showcase numerous images. This really demonstrates why you should be sharing images and videos in your content in order to grab the attention of your audience as they scroll through their feeds.
You can also upload PDF documents to your LinkedIn posts which your audience can then scroll through. Sharing this type of content can position your business as an industry leader and help you to gain engagements and achieve objectives.
Sharing regular and relevant content will increase the success of your marketing efforts. However, it can be difficult and time-consuming to create content each day. This is why we recommend scheduling your content in advance. Now you might argue that some content requires you to be more reactive, which is true, however, by also scheduling content in advance you can ensure you are always sharing content, even when there is nothing for you to react to.
If you’re investing in a LinkedIn page then you need to ensure it can be found by users searching for your business and products or services. To help with this you should do the following:
As a social platform, LinkedIn wants to share the best and most relevant content with its users. Therefore the platform’s algorithm works by identifying content which has high levels of engagement, deems this content helpful and relevant and then shares it with more users on their feeds. This is why if you want your LinkedIn content to be seen by a large audience and receive higher engagement rates it’s imperative that you encourage your team members and colleagues to quickly engage with your content.
When you share content on your company page there is a link that you can click which says ‘notify employees’. By doing so, LinkedIn will automatically notify any users who are connected with your page about your post and to engage.
Like with many other social platforms, whilst a large focus should be on the unique content you share, you should also ensure your page and account is engaging with other users. You can do this in a number of ways including tagging other users and company pages in your posts, responding to comments on your posts and even commenting on posts of other users. All of this engagement and activity will help your brand be seen by more users and will help increase the success of your LinkedIn marketing.
As mentioned, your LinkedIn activity doesn’t have to be all organic and there are numerous types of ads available. The professional network has a wide range of tools and features that can enable you to run highly-targeted campaigns for a target audience. These are set to achieve a variety of advertising goals within three different categories:
Once you have decided on the objectives you’d like your LinkedIn ads to aim to achieve, it’s time to decide on your daily budget. You can then choose from a variety of ad formats to create your campaigns and set various pricing methods to control your costs. Our talented PPC are well-versed in creating bidding strategies that lower costs and increase performance.
In order to run paid advertising campaigns on LinkedIn you need to create a campaign manager account. This is free to set up and is quickly done. It is here where you can create, launch, control and report on different campaigns. You even have the option to set up conversion tracking.
When you share content on your LinkedIn page you can boost that individual post using a paid campaign in order for your content to go further and be seen by a specific audience to encourage their engagement. You can also create sponsored content in LinkedIn’s campaign manager. Here you can create ad copy, upload images and set your targeting options.
LinkedIn Dynamic Ads are paid campaigns which automatically add a personalised touch to the users you are trying to target. By doing this you can grab your targeted audience’s attention and personalise the experience for them. Like with the other ad types you can set different objectives for your campaigns, from brand awareness to website visits and video views.
For B2B and some B2C businesses, lead generation is a significant part of their marketing strategy. On LinkedIn’s campaign manager, you can create paid campaigns with the aim of generating qualified leads. These forms open when a user clicks on your ad and can be completed directly in the LinkedIn app of the platform, helping save the user time and effort.
LinkedIn Text Ads, work in a similar way to PPC, in that you only pay for your ads if and when they are clicked or you can pay by cost per impression (CPM). By utilising this type of ad you are able to drive users to your business in a more cost-effective way.
Another way to engage your audience is through sponsored messages that appear in LinkedIn messaging. By doing this you are able to engage with your audience in a more personal manner. It can be a great way to nurture and keep prospects engaged.
You should know that you will need to invest time into the platform. By setting out LinkedIn goals, some KPIs and targets that can help you measure the success, you’ll find LinkedIn marketing more effective.
If you’re seeking a LinkedIn marketing agency that prioritises growth based on data-driven decisions. You’re at the right place as it’s our passion to fuel growth and scale accounts. Due to LinkedIn’s targeting capabilities, we can create compelling strategies to help deliver sustainable results.
As an agency, we don’t focus on platform metrics, such as CPL. We are big on making data-driven decisions. We track our campaigns from start to finish using UTMs or CMS systems such as HubSpot. This will allow us to work out a lead process to attribute leads successfully. We would rather optimise towards CPQL (cost per qualified lead).
Whether you’re looking to increase brand awareness, generate leads etc. Embryo has the expertise to make it happen.
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If you want support with LinkedIn marketing or maybe you aren’t sure whether LinkedIn marketing is right for your business, get in touch with our team and we can help.