With more than half a billion users worldwide and the ability to target by company, experience, education, interests, and identity, LinkedIn is a valuable and effective platform for getting in front of your ideal audience. LinkedIn advertising features give you the ability to combine target criteria, which allows you to market to decision makers, influencers, and executives from the top to the bottom of the funnel.
In the past, we’ve shared tips on how to get started with LinkedIn Sponsored Content and Sponsored InMails. Since then, LinkedIn has added a number of new advertising features and tools to optimize your digital strategy and take you from awareness to conversion. Here are three features that you may be missing out on.
- Lead Gen Forms
Online form submissions are a lead capture method used by a number of companies; however, most users do not want to deal with the hassle of filling out information in order to receive their content. With Lead Gen Forms, LinkedIn simplifies the process by pre-filling LinkedIn profile data so users can instantly submit a lead to your business and access your offers and content. When LinkedIn users click on your ad, they’ll see an in-app form that has been populated with information from their LinkedIn profiles. The lead information is then stored on a downloadable file in Campaign Manager or can be integrated with your CRM or marketing automation platform.
- Matched Audiences
LinkedIn is a powerful tool for getting in front of individuals that haven’t heard of you, but what about those that you already know? LinkedIn allows you to build custom audiences by uploading a list of your known contacts and matching them to LinkedIn users profiles. Drive more conversions by segmenting your lists based on their sales life-cycle stage, interests, and buying behavior – then tailor content to match. Not only can you target at the contact level, but LinkedIn also offers account-based targeting to reach decision makers at your top priority prospects accounts.
- Website Retargeting
Re-engage your website visitors by delivering ad content relevant to the pages, services, and products they’ve already viewed on your site. With LinkedIn advertising features, you can place a tracking tag on your web pages that will create audiences in LinkedIn’s Campaign Manager. Once your website segment generates at least 300 individuals, LinkedIn will reactivate your visitors’ interest by providing them with content and offers to direct them back to the website. Similar to Remarketing with AdWords, visitors will be followed around on LinkedIn by products and services with which they’re already familiar.
Whether you want to target brand new prospects or re-engage existing ones, LinkedIn has a variety of advertising features to best meet your needs and grow your business.
Like many others, I tend to reference Yelp, YouTube, or blogger reviews prior to trying a new restaurant or making a large purchase. With social media platforms becoming a daily part of many people’s lives, individuals are relying more on customer opinions to influence their purchasing decisions. This trend is lending itself to a new type of marketing – influencer marketing.
Influencer marketing is a form of marketing in which brands place their focus on specific key individuals instead of directly to the target market. Simply put, brands are leveraging key influencers and opinion leaders to promote and sell their products and services. While we are used to brands leveraging celebrates to promote their offerings, social media has provided a platform for anyone with internet access to become an influencer – bloggers, YouTubers, Twitter users, etc.
Brands can leverage two types of influencers:
- Paid Influencers: individuals that have been incentivized to promote a brand.
Incentives for paid influencers can include free products or services, sponsorship, or payment in exchange for the influencer to post or share content about the brand.
- Earned (unpaid) influencers: individuals that have a preexisting relationship with the brand and naturally advocate for it.
Earned influencers tend to share content on a make because they simply enjoy it or want to promote their own social growth.
So what should you look for when targeting influencers? When considering what types of influencers to leverage, keep the following in mind:
- Who is my audience?
Find your ideal influencers by thinking not just about who your customer audience is, but where they are located, what channels do they utilize, what types of content would they like to see, and whose opinions matter to them.
- What is their reach?
An influencer’s audience is just as important as your own. Keep in mind the size of their audience, audience demographics, and geography. If you own a local restaurant in Rhode Island, it probably won’t make sense to go after a Connecticut-based food blogger unless the blogger is widely known in the region.
- What can I offer to the influencer?
Whether you decide to utilize earned or unpaid influencers, the decision is ultimately up to you. In the case of earned influencers, consider the types of content they share and how your product or service can be incorporated.
For small to mid-size businesses, showing up as a top result in Google makes a world of difference. However, ranking as a high search in Colorado isn’t going to help increase sales for your company that only serves Rhode Island. Search engines have been revamping their results to be more focused on serving local, relevant results to their users. For local and regional businesses, ranking high on location-based services and review sites is critical.
With three simple tips, you can easily optimize your business’ local search results and boost your rank on Google and other major search engines.
1. Claim and update local business listings and profiles on all major search engines and directories to their full potential.
Updating information on sites like Google My Business, Yelp, etc. will help search engines more easily identify your business and those profiles to your website. Search engines and directories will reward businesses with completed profiles and rank completed listings over partial listings, so make sure to fill out as many required form fields as possible.
2. Ensure your NAP is consistent across all channels.
Not only is it important to keep your business information up to date, but consistency is key. Your Name, Address, and Phone Number (NAP) is used by search engines to make the connection between profiles, directory listings, and your business. If your company goes by various names, keeping to one name across channels will boost your search results. This also applies for addresses and phone numbers, utilize the same format for your contact information (i.e. always using ‘Street’ instead of ‘St.’) for consistency.
Search engines will not be able to identify that XYZ Corporation at 123 Street on LinkedIn and XYZ Corp. on 123 St. on Google My Business are one in the same.
3. Dedicate keyword rich pages to your business locations.
This is especially important for businesses with multiple sites in different geographies. Having a dedicated web page for each of your locations will help those individual pages rank at a local level. This also allows your company to rank in multiple geographies. Make sure to use keywords that apply to your geography throughout the page copy.