Amplifying your LinkedIn strategy: How to ensure your content is reaching your decision-makers
So you are active on LinkedIn, you have your company page set up and regular posts going out, and you are maybe posting in a few groups and writing a few posts for Pulse, LinkedIn’s blogging network. You may be receiving the odd like and comment here and there, and you know your posts are getting clickthroughs. But who is actually reading and clicking through on your posts?
Are they your target prospects that you want to work with? Are they industry influencers that can recommend your company to their network? Or are they simply your employees and colleagues who want to find out what you are doing?
The simple answer is you often do not have visibility of this. A lot of people on LinkedIn adopt the ‘Lurk and Click’ principle – they look and they click but do not interact, which makes it very difficult to spot exactly who is interacting with your content, outside of the users that are liking and commenting on your posts.
An effective measurement framework will provide answers to some of these questions, and there is a LinkedIn tool that will help your content reach your target decision makers. For that you have to do one thing – pay.
LinkedIn Sponsored Updates are a cost-effective way to amplify your content to reach your ideal prospects. Allowing you to promote your content and target specific job titles, companies and businesses of a certain size, you can also drill down to individual countries and sectors, ensuring you are explicitly targeting the correct decision-maker for your business.
Here are three ways you can use LinkedIn Sponsored Updates to amplify your content:
1. Know your audience – and create updates that will resonate with them
It goes without saying, but you need to really know your audience, such as their challenges and pain points, and craft content that will appeal to them. No matter how well you target your updates, the content itself needs to be spot on in the first place.
Be sure to keep your updates short (a couple of sentences max), include a strong call-to-action and use a striking image.
2. Split your campaign into segments
Instead of operating a one-size-fits-all approach to your targeting, you need to clearly plan out your areas of focus for targeting.
Define your target job titles, develop a wish-list of companies you want to target and confirm your industries. Once you have that, you should try a couple of different versions of your targeting, incorporating the more general (e.g. Directors in Retail in Europe] and the very niche audience (Financial Directors in the UK from a list of 50 companies).
3. Test, Test, Test
No matter what type of promotion you are running, the key is to test a number of variations of your updates.
Be sure to set these up and keep an eye on metrics such as cost-per-click (CPC), cost per impressions (CPM) and clickthrough rate (CTR). You should ensure your ads are constantly optimised to make sure they are receiving the best possible engagement and gaining not only clickthroughs but conversions on your site as well.
For more lead generation advice, download Social PPC for B2B: How to go from Zero to Hero