Page 197 - Social Media Marketing for Dummies

» LinkedIn page: Think of this as a brand page on LinkedIn similar to how you
may have a Facebook page. Use it to attract followers and build awareness for
your brand and communicate about your business. Most companies with
successful brand pages use them to share news about the company, awards,
product announcements, and recruit employees. Many also promote special
offers through them as well.
» Sponsored content: These are native ads that appear in a user’s LinkedIn
feed when he/she logs into the website. It comes in different formats namely
single image ads, video ads, and carousel ads. You can run these on desktop
or mobile. Depending on the content, how much explanation is required,
and what you’re trying to accomplish (build awareness versus educate, for
example), you should use a different format. The benefit of sponsored
content comapigns is that you can use sponsored content to personalize and
test the ads for specific audiences without having to publish all the versions
on your own LinkedIn brand page. Visit the Sponsored Content page (also
refered to as native advertising in some places) for more information at
https://business.linkedin.com/marketing-solutions/native-
advertising.
» Message ads: This premium feature allows you to email anyone on LinkedIn
regardless of whether that person is in your network, although you’re
restricted to a certain number of emails. You can communicate with your
prospects without having to worry about character limits. You can also add a
lead generation form to your message and collect leads on LinkedIn that way.
LinkedIn has a high open rate for these messages with 1 in 2 prospects
opening a message on average. You can also see which roles at a company
are taking action on your message ad with demographic reporting. It also
allows you to track conversions from people who viewed and clicked your
message with the LinkedIn Conversion tracking. You can build your campaign
objective, build your message based on your objective, and measure the
results as you normally would with any other campaign. Visit the Message
Ads page (also refered to as Sponsored InMail in some places) for more
information at https://business.linkedin.com/marketing-solutions/
message-ads.
» LinkedIn text ads: In addition to message ads and sponsored content, you
can also run LinkedIn text ads via a self-service pay-per-click (PPC) or cost-
per-impression (CPM) advertising platform. If you advertise on Google or Bing,
you are familiar with pay-per-click platforms. These are ideal to drive traffic to
your website and to optimize for leads. Be sure to visit the LinkedIn text ads
page at https://business.linkedin.com/marketing-solutions/ppc-
advertising and view the Text Ads resources for ideas on how best to
run these campaigns. After you have, you can trigger campaigns in a matter
of minutes.

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