But don’t just take my word for it. In the latest research of 5,000 businesses HubSpot found that LinkedIn has the highest visitor-to-lead conversion rate of 2.74%, which is almost 3 times higher than Twitter (0.69%) and Facebook (0.77%) together. LinkedIn advertising isn’t cheap and cheerful so you need to make sure you are getting the best value for your money.
Tip #1 Don’t try to sell to your audience straight away
When you are paying for every click It is understandable that you don’t want to waste your budget on people who are not ready to buy but “buy now” approach won’t get you many customers or a high ROI.
Use LinkedIn ads as a lead generation tool instead. Give your prospective clients something for free first in exchange for their contact details. Things that work really well are whitepapers and other free useful downloads. Information that you give away should be of real value to your prospective clients.
Tip #2 Target the right audience with the right message
LinkedIn require more than 1,000 members in your estimated target audience to start a campaign. If there aren’t enough members in your target audience you could group several audiences into one segment. For example, how important is it to have different messages for clients based in different countries? Maybe it’s better to craft a different message based on their job function instead? In this case you can create a broader segment including all target countries and one job function.
There are a lot of targeting options to choose from and you will need to experiment which combination works better for your business. I found that job title, location, skills, job seniority and company industry give you almost laser precision targeting. However, the combination can be different depending on how niche your market is and how big the audience is on LinkedIn.
Tip #3 Choose an effective image for your ad
Remember that people on LinkedIn are not searching for your product and you have to attract their attention. Use these guidelines when choosing your images.
- Images need to be relevant to the audience.
- LinkedIn is not very colourful itself so when using bright colours you help the message stand out.
- Faces of people also work well as they help your audience to connect with you.
- Images need to be cropped and zoomed for better visibility as the maximum size is only 50×50 pixels.
- Don’t use your company logo unless you are a very well known brand
Tip #4 Write compelling ad copy
This is the opportunity to convince your prospects to click on your ad. Keep in mind that you have a very short window when you captured attention of prospective clients, make the most of it by:
- Selling on benefits instead of features
- Telling your audience how your whitepaper will help them
- Using a strong call to action to drive potential clients to your site
- Highlighting the fact that you are offering something for free
Tip #5 Optimise your landing page for conversion
This is the most important part when you already convinced prospects to visit your site, make sure they don’t drop out at this stage.
- Your landing page should have the same scent as an ad which leads to your site. Include key phrases from your LinkedIn ad in the headline of a landing page
- Focus on one call to action – to download a whitepaper, for example
- Remove links which could take a user away from your landing page, including navigation links
- Show a preview of what they are about to download
- Don’t ask for too much information. Name, telephone number, email address, company name should be sufficient to follow up a lead.
Don’t believe people who say that LinkedIn advertising is only for brand building. The click-through rates are rather low but even then they could be higher than on Google Display Network, and on Linkedin the precision of targeting is second to none. In one of my campaigns the CTR was 0.15% but we got a return on investment of 1,000% and a total revenue of £25K. I would say it is definitely worth trying.