How to Drive Brand Awareness using LinkedIn Advertising
LinkedIn has recently published a very helpful guide on how to drive brand awareness on LinkedIn. Interestingly, the focus at the end of the guide is for you to invest in one of the variety of ways you can advertise on LinkedIn. We’re guessing this big push from LinkedIn is the reason why Think Bespoke is getting more and more enquiries from potential clients who are looking for an Australian LinkedIn Advertising expert.
The good news is that we know a lot about how to advertise on LinkedIn, but here’s the thing . . . there are many elements to leveraging LinkedIn and advertising is just one of them. In fact, there are some key elements you need to get right first before we recommend you spend a single cent on advertising.
For the purpose of today, I’m going to break down your advertising options for you. You may also like to read the content I’ve written on Individual LinkedIn Strategy (click here to read more), Organisational LinkedIn Strategy (please click here to read more) and Content Marketing Strategy (click here to read more) to learn the other ways I recommend you leverage LinkedIn before you begin investing in advertising.
LinkedIn Company Page Sponsored Content
The Sponsored Content LinkedIn Advertising option is my favourite form of LinkedIn advertising as it allows our clients to provide value adding content from their LinkedIn Company Page to a very targeted audience on LinkedIn. It is only effective if you meet our best practice criteria for sponsoring content, and this relies on a well thought out landing page, opt in offer, strong visuals and clear client targeting to be effective.
Here’s how Sponsored Content works, according to LinkedIn’s handy branding guide mentioned earlier:
- Sponsored Content delivers your brand’s content in the LinkedIn newsfeed, which is exactly where LinkedIn members look to stay informed on topics that matter most to them as professionals, including through genuinely helpful content from brands.
- Your content will appear as an update in the feed of your target audience, on smartphone, tablet and desktop.
- You can publish directly in the LinkedIn newsfeed, tailoring content to different audiences, testing variations and leveraging your brand assets as part of an always on campaign.
A proven Sponsored Content strategy is to use your budget to back Company Page updates that are already driving strong organic engagement amongst your followers.
- Extending the reach of this proven content to new audiences will dramatically increase its impact on brand awareness.
LinkedIn Programmatic Display Ads
This is an option we traditionally don’t recommend because of the whole ‘ad thang’. When I guest speak I often ask “who likes to be sold to?” I’ve only ever had one hand, from 1000s of potential hands, raise their hand because they like being sold to. We work best with clients who understand the power of content marketing and believe in the essential role that value adding content plays as an important touch point in their potential client’s decision making process. This means they tend to explore the Sponsored Content options, sometimes also exploring LinkedIn’s lead generation forms options.
With LinkedIn Display Dds we are in Google Ads territory. So the good news? If you already have Google Ads running, perhaps apply some of your learnings to the Programmatic Display Ads. This LinkedIn Advertising option is certainly not my first choice, but everyone’s business is different and, for some, it is a numbers game.
Here’s how LinkedIn Programmatic Display Ads work, according to LinkedIn’s guide:
- It’s easy to extend your existing online display advertising to LinkedIn, either by adding LinkedIn to your existing
programmatic buy, or by buying LinkedIn display ads specifically through a private auction.
- LinkedIn Display Ads appear in the right-hand column of LinkedIn on desktop, and come in classic 300×250 pixel dimensions.
LinkedIn only displays one ad per page and it’s always delivered above the fold with viewability over 80%.
LinkedIn Sponsored InMail
While LinkedIn Sponsored InMail is a good idea in theory, there is quite a large “turn off” factor for those people who receive them unless the messaging and offer is very well crafted. Good open rates are generally around 30% and this can vary by industry. LinkedIn’s advertising guide suggests the average open rate is around 50%. The best example I have seen of LinkedIn Sponsored InMail working is by LinkedIn with the free $50 LinkedIn advertising credit. So if you plan to give away something for free, and you’d prefer your business to do the talking on LinkedIn, rather than send messages via your key stakeholders (the InMail can come from your Company Page), this LinkedIn advertising option may well be worth considering.
For the LinkedIn Sponsored InMail to be effective you need a well crafted message. We recommend you engage the services of an experienced copywriter or ask someone in your digital communications team to help write your InMail message. You’ll need a very strong offer, and deep pockets!
Here’s how LinkedIn Sponsored Inmails works according to LinkedIn’s guide:
- Use Sponsored InMail to deliver private messages to a target audience at scale, as part of an ABM strategy or a focused demand generation campaign.
- Take a personalised approach, with Sponsored InMail that comes from a relevant expert or thought-leader within your business.
- Call out the value that you can add as a supplier in the message headline to provide a clear reason to read.
Sponsored InMail is at its most effective for driving brand awareness when you use it to share thought-leadership assets that have real value for your audience.
I hope you found my perspective on your LinkedIn Advertising options helpful. Please contact us if you would like to know more about how we can help you with your LinkedIn strategy.
Image Sources: LinkedIn