6 Tips for Creating a Killer LinkedIn Campaign
Sander Biehn is founder and CEO of Thought Horizon, LLC. After a successful career in sales at AT&T, he founded his company in 2013 helping organizations to build, manage and succeed using social selling.
After countless LinkedIn campaigns we finally cracked the code. If you (or your agency) have ever completed a LinkedIn campaign and wondered where the leads were, you need to implement this check-list.
Thousands of dollars are wasted on LinkedIn campaigns that have no hope of working. Trust me; we have been a part of them. But experience has a way of making us wiser.
We have seen again and again that the following 6 tactics work. We’ve even validated these ideas with our LinkedIn representative. Go figure, it was as easy as asking them how the algorithms work in some cases!
Make your next campaign a success by getting the leads your company needs and deserves. Let us know if you have others to add, comments or questions:
1) Think of your LinkedIn campaign as a series of mini-campaigns
Brainstorm the buyer personas you wish to reach. One of our customers had a product that was typically purchased by plant operations executives, and sometimes recommended by IT or the CTO. When we ran one campaign and tried to hit all of these personas we failed miserably. It wasn’t until we segmented the campaign and changed the post copy to cater to each group separately that we started seeing click-troughs and results.
2) Keep your Creative informative
We initially tried to get cute with our company Creative on a LinkedIn campaign we ran. We featured our logo and big block text. Remember that one? Of course not! No one clicked on it despite thousands of impressions served up. Your creative needs to appeal to the right brain of your prospects. We started showing charts and graphs of how our Ready For Social tool was driving triple-digit improvements in content interaction. It was only then that the click through rate started to soar.
3) Get the right headline.
Asking a question is always a great way to generate interest in what you want your audience to consider, but it isn’t the only way. A good headline can make or break a campaign. Statements need to be bold without sounding like a billboard advertisement. Again, these headlines need to have a target audience in mind (see point 1). Here is an example of a recent headline we used that has driven considerable interest:
“Can social sharing really create new leads for savvy sales people? Thoroughly reimagine Social Selling with the “ReadyForSocial” platform. Find out how by scheduling all your social in minutes your Sales team can watch the dollars roll in. Book a demo of ReadyForSocial today!”
Ok, ok, so the strong Call To Action (CTA) at the end may be a bit salesy. Nevertheless, our prospects have given us a pass because the first two sentences grabbed their interest.
4) Get real about who you pitch to
Even if you know that your product needs to be purchased by the CEO, you need to really think it through on LinkedIn.
We ran a campaign for a client that targeted just CEOs. The results were disappointing. It turns out that CEOs don’t have time to watch on-line demos. They expect lower level managers to vet new ideas and bring them to the boardroom. Yes, our client needed to reach CEOs, but they also needed to influence other managers. When we segmented the campaign for both, we generated a record number of leads for this client.
5) Exclude age
LinkedIn doesn’t really know how old people are anyway. This came straight from the horse’s (er, LinkedIn’s) mouth. Their age algorithm is not always right. Don’t limit yourself by marketing to a particular age group.
6) Use landing pages for lead generation and to measure your CTA
One of our clients wanted their new product webpage to be the focal point of a campaign. We tried like heck to drive more views. We got the views, but because the page worked as a company overview also there was a weak CTA. Consequently, very few leads were generated. The campaign was a waste of money. When we implemented landing pages not only did we generate leads we were able to pinpoint how well the LinkedIn campaign was doing.