Most companies understand the value of participating in social media so their brand can be visible and engage with customers and leads where they are spending time. Organic social media builds your brand, but ads are what get you seen by the people who count and help you to broaden your reach.
LinkedIn skips the vague targeting you see on other social media platforms and lets you filter by the stuff that matters, such as job titles and industries. This precision allows you to do paid campaigns that reach the specific audience you want to connect with.
Keep in mind that you will need a LinkedIn Company Page in order to advertise. You cannot advertise from your regular LinkedIn profile.
Here are some ideas to try with your LinkedIn ads so that you maximize their reach.
Enhance Single Image Ads
- Snazzy Images
Use bright, eye-catching images that stand out in the feed. Photos featuring real people tend to perform best as they humanize the brand. - Good Content is Still King
LinkedIn uses an auction system that factors in relevance into how your ad is shown. Even if your bid is lower than a competitor’s, high-quality content that engages users can help you win the ad placement over them. - Relatable Messaging
Users come to LinkedIn for value, whether that’s industry news, networking, or education. Ensure your copy is relatable, thought-provoking, and addresses specific pain points in their careers or lives.
Fine Tune Your Video Ads
- SHORT and Sweet Videos
Your video ads should be short and also follow the best practices listed above for image ads. People have short attention spans and your video should be under 30 seconds to maximize awareness. Put something provoking in the first few seconds of the video to get people to stop scrolling and watch. - Variety of Visuals
Avoid static shots. Vary your visuals and camera angles throughout the video to keep the viewer engaged from start to finish.
Combat Ad Fatigue
Create a lot of touch points and frequency on social media so you can get the most out of your content reach. But, beware… LinkedIn wants to show their users new and interesting content so you will be penalized for trying to reuse the same content more than a few times. If you run the same creative too many times, the algorithm may lower your reach (known as “ad fatigue”). Mix it up with videos, different image ads, and new content so you can be fresh and interesting on LinkedIn.
Happy advertising! Reach out to us if you would like to brainstorm your marketing strategy.
