Are you using the right social media platforms to engage your audience online? Finding the right mix of social media channels where your target audience is most active will help you to drive results for your business. While Facebook, Twitter, and Instagram are the staples of most social media marketing strategies today, they may not be the ideal platforms for your business to use.
Depending on the nature of your business and the audience that you want to connect with, LinkedIn could be a smart social media platform for your business to use. Different than other social media channels, LinkedIn is a business-oriented social networking site that is primarily used for professional networking. Therefore, if your business is classified in the professional services arena (real estate, law, finance, etc), you can maximize the return on your social media efforts and gain credibility by making LinkedIn part of your strategy.
Amplify Your LinkedIn Strategy by Incorporating Paid Content
As of 2018, there are more than 250 million active monthly LinkedIn users. LinkedIn is where decision makers from Fortune 500 companies are spending their spare time, which makes LinkedIn a goldmine for B2B businesses. In fact, research shows that 61 million LinkedIn users are senior level influencers, and approximately 40 million of these users are decision makers.
Considering that these influencers and decision makers are scrolling through their LinkedIn newsfeeds each day in search of industry-related news and valuable nuggets of information, organic content performs well on this social media platform. However, if you want to expand your reach on LinkedIn and maximize your visibility, it's in your best interest to also incorporate a mix of paid content.
LinkedIn offers the ability to launch a variety of paid targeting campaigns within minutes using its paid advertising platform, Campaign Manager. Examples of the different types of LinkedIn paid advertising include Sponsored Content, Sponsored InMail, Text Ads, and Dynamic Ads. For the purpose of this article, we're going to focus on using LinkedIn Dynamic Ads to deliver highly personalized offers.
What Are LinkedIn Dynamic Ads?
It's no secret that personalization drives conversions. LinkedIn Dynamic Ads take personalization to a new level by incorporating each user's name or profile picture into the LinkedIn ad template that you've created, resulting in a highly personalized ad that captures attention.
The biggest challenge with social media advertising these days is that everyone is doing it. With so much competition, you need your ads to stand out. Using LinkedIn Dynamic Ads to create a hyper-personalized ad that is deeply relevant to your target audience will increase the likelihood that you'll get a response. As a consumer, seeing your name or picture in an ad as you scroll through your feed is sure to stop you in your tracks, right? This is why LinkedIn Dynamic Ads are so effective.
What Types of LinkedIn Dynamic Ads Can You Run?
There are a wide variety of LinkedIn Dynamic Ads that you can run to accomplish your goal(s). Outlined below is an overview of your options:
Useful if you want to earn more followers. Please note that you should never buy social media followers. Instead, Follower Ads will encourage your ideal leads to follow your business on LinkedIn.
If you're launching a new product, want to create excitement surrounding an upcoming event, or want to earn new email subscribers, you can use a Spotlight Ad to send your LinkedIn traffic to a specific landing page on your website that will help you to accomplish your goal.
This type of ad is intended to help you attract potential candidates to your job application pages.
If you're recently written an ebook or whitepaper, you're going to want to promote this content. Running a content ad will encourage LinkedIn users to download your content.
How Do You Choose the Right Dynamic Ad for Your Business?
Before investing in LinkedIn Dynamic Ads (or any form of paid social media advertising), it's best to evaluate your goals and seek guidance from a digital marketing expert.
Our team at New York Ave is focused on helping our clients to create digital marketing strategies that make their businesses more memorable. By putting service above profit and details before volume, we take the time to truly understand the audience that our clients want to reach and implement solutions to help them accomplish this.
We understand that personalizing the buyer's journey leads to more conversions, which is why we turn to solutions such as LinkedIn Dynamic Ads to reach an audience with hyper-personalized content.
If you're interested in learning more about LinkedIn paid advertising options and using LinkedIn Dynamic Ads to reach your goals, we can help. Contact us at New York Ave to learn how we can help you to generate more engagement with highly personalized offers through social media advertising.