In recent study, HubSpot found LinkedIn generates the highest visitor-to-lead conversion rate at 2.74%.
LinkedIn’s Digital Marketing Manager, Gaurav Nihalani, shares his top tips for successfully advertising on the platform.
1. Tap into the human element
To help you formulate a more powerful, far-reaching ad, treat your advertising persona as a three-dimensional person.
Think about their interests outside of business and what excites them the most.
2. Don’t stop advertising because business is booming
Nihalani believes there a misconception in the world of marketing that if you’re a successful business, you don’t need to market.
“I think that’s a poor decision… The more you talk about your values and your brand, the more you establish a human connection with the customer.”
3. Customise content for your target audience
LinkedIn is a phenomenal place to advertise because of the in-depth information it can provide on your target persona: personal brand, workplace, current and past roles etc.
Use this information wisely to target particular segments within a larger demographic.
4. Think beyond acquisition
Although your ads should drive revenue and results for your business, you should also think about brand awareness and thought leadership.
As Nihalani says,
“Why would someone give you money and buy your product if they don’t believe in your brand, [or] they don’t align with what you believe in as a business?”
5. Find the tools that work best for your business
Nihalani suggests using LinkedIn’s Marketing Solutions Success Hub.
The ‘Get Started Guide’ can also help you to create a free LinkedIn Page, learn how to share high-quality content like blog posts, and monitor your success with LinkedIn analytics.
Ultimately, however, Nihalani points out you probably already have all the content and marketing information you need to succeed on LinkedIn.
“You already know how to tell your story. Start there.”