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While there is a slew of social platforms available for digital marketing endeavors, LinkedIn is unique.
Where else can marketers find business-minded individuals and target them with incredible accuracy?
The answer, obviously, is nowhere.
Before we look at LinkedIn advertising ideas, let’s talk about why LinkedIn is where you want to spend your time—and money.
Why Should You Advertise on LinkedIn?
While other platforms may boast higher user counts, LinkedIn is home to 740 million active users. Sixty-five million of those users are decision-makers, and an additional 61 million identify as senior-level influencers.
That means you’re inherently more likely to attract the attention of an individual who has buying power on LinkedIn than on any other social platform.
In addition to the large influential audience on LinkedIn, there are a slew of additional benefits to advertising on the platform, including:
- ability to target your audience by profession
- increased conversions
- matched audience targeting
Another important factor to note is how popular LinkedIn is for paid social advertising. In fact, more than 50 percent of US marketers will advertise on LinkedIn this year.
Why care about this statistic when weighing your LinkedIn advertising strategy?
Because with that much market saturation, your ads need to stand out from the crowd.
10 Examples of the Top 10 LinkedIn Advertising Ideas
To help inspire you to craft those attention-catching ads that can actually convert on LinkedIn, we compiled 10 LinkedIn advertising ideas that are pretty brilliant.
1. Use Loud and Playful Colors, Like Swag in a Box
The psychology behind colors doesn’t earn the attention it deserves in most marketing circles. Using vibrant hues is one of the most effective ways to attract attention to your marketing campaign.
In fact, colorful ads in magazines attract 26 percent more attention than their black and white counterparts.
Bright pops of color can help your ads go the distance, particularly when the colors align with your business.
However, if you’re working with a professional organization (think a law firm), you may want to tone down the brights to avoid interfering with the organization’s brand.
For a more visual example, check out this ad from Swag in a Box, a company that makes company swag.
This ad is bold, bright, and aesthetically pleasing, drawing the reader’s eye immediately to its vibrant depictions of boxed office swag.
As you assess LinkedIn advertising ideas, never forget the power of simple, vibrant hues.
2. Make an Offering in Your Ad, Like SharpRocket
When looking for LinkedIn advertising ideas to distinguish your ad from the slew of others, consider including an offering.
This can include a free PDF of a whitepaper, a budgeting worksheet, or a calendar.
The point is to provide your audience with something of value that they will remember as they proceed along the customer journey. In addition to grabbing attention, offerings allow you to demonstrate marketplace value, solidifying your identity as an expert in your field.
Looking for inspiration for a LinkedIn advertising idea with an offering component? Check out this ad from SharpRocket.
By offering a free blueprint for starting a linkbuilding campaign, SharpRocket offers value while simultaneously solidifying its expertise in the field of digital strategy.
3. Appeal to Peoples’ Emotions, Like Northwest Missouri State University
Emotion is a powerful force in marketing.
In fact, in a study of 1,400 successful advertising campaigns, those with exclusively emotional content performed nearly twice as ads that used rational content.
When searching for LinkedIn ad ideas, don’t forget the value of emotional imagery or language to entice your audience.
Here’s another study that further underscores the value of emotion in LinkedIn ads: Les Binet and Peter Field for the B2B Institute found that appealing to emotions is seven times more effective at driving profits, sales, and revenue than conventional, rational messaging.
For example, check out this LinkedIn ad from Northwest Missouri State University.
This ad’s focal point is the grin on a young graduate’s face as they embrace a fellow college graduate. Diploma clutched in hand: the emotion of delight is impossible to ignore.
Who doesn’t want to experience that unabashed glee? By using images that depict relatable emotions increases the chance that your audience will want to interact with your ad, and, hopefully, your product.
4. Feature Company Leadership, Like Goldman Sachs
LinkedIn is built on the premise of networking. By featuring company leadership, audience members can interact with prominent figures behind the brand, driving feelings of trust and putting a face to a name.
This trust creates a connection with your brand, increasing the chance of sales down the line.
Looking for inspiration to incorporate this tenet into your next campaign? Look no further than this ad from Goldman Sachs.
In this ad, Goldman Sachs features a candid conversation with the Global Co-Head of Asset Management.
By introducing audiences to a face that they will encounter in a variety of mediums, Goldman Sachs creates a personal relationship with each audience member, increasing trust and building connections.
5. Announce Industry Events, Like Children’s Mercy
If you’re looking for LinkedIn ad ideas, announcing industry events is a great place to start. By inviting your audience (and potentially your audience’s audience) to events, you increase reach—and drive connections.
Why? You aren’t just bragging about your brand when you promote an event, you’re offering them something of value.
Check out this ad from Children’s Mercy Hospital in Kansas City to see an effective event announcement.
This LinkedIn ad invites audience participation and fosters community involvement, but it also employs a video loop to be even more effective.
LinkedIn video ads tend to earn three times more engagement than their text counterparts.
If you’re looking to increase engagement while building a LinkedIn community through announcing an industry event, don’t forget the power of a visually appealing video.
6. Place Your Ad in Multiple Aligned Page Columns, Like Tunes
On LinkedIn, more exposure is never a bad thing. With opportunities to place your ad in multiple locations, you can take advantage of doubling the likelihood of audience interaction.
To see this theory in practice, check out the LinkedIn ad from Tune.
Tune uses aligned page columns to provide two opportunities for viewers to take action. Not only does this allow Tune to further promote their highlighted guide, but it also encourages audience members to follow the company.
Looking to gain maximum inspiration from this ad? Tune uses clearly delineated calls to actions (CTA) to demonstrate exactly what the visitor will gain by interacting with the ad.
7. Make Your Ads Topical, Like Asana
We’ve talked about the power of relatability—how it helps humanize your brand and encourages your audience to interact authentically.
When you craft topical content, you take the power of relatability one step further by not only proving that you’re human, but proving that you’re hip.
Looking for inspiration to prove your topical knowledge? Check out this ad from Asana.
Using an image representing the newly-blurred lines between work and home, Asana presents a relatable, effective ad.
The ad invites viewers to realize that they, too, have adapted to this new situation, and the tools offered by Asana can make that adaptation even easier.
8. Keep It Simple, Like Express Scripts
Great LinkedIn ads don’t have to be flashy. In some cases, the simpler the ad, the simpler the sell.
Looking for inspiration for simple, yet effective ads?
Check out this LinkedIn ad from Express Scripts.
In this image, a hand holds a pill against a brightly-colored background. The audience’s eye is immediately drawn to the pill.
The image is working two-fold: it grabs attention through color and contrast, while also underlining the brand’s core message: bringing prescriptions directly to you.
9. Highlight the Solution to User’s Problems, Like Sensor Tower
When we shop, we’re looking to solve an existing problem. When you build LinkedIn ads, you can attract consumer attention by creating a direct ad that highlights a solution to your audience’s problem.
Want an illustration of this tactic? Check out this ad from Sensor Tower.
Sensor Tower knows what its audience wants—and what its audience wants is metrics. In this ad, the company specifically solves that problem for users seeking education app performance data.
By solving this need for a specific audience, the company successfully creates a clear, direct ad that persuades the audience to take action by downloading their report.
To replicate this in your LinkedIn ads, identify your audience’s driving need, then build a campaign that solves that specific problem.
10. Demonstrate Your Social Justice Efforts, Like BMO Harris Bank
Corporate responsibility elicits a positive response in audiences, with 73 percent of consumers saying that businesses should do more than simply offer a product or service.
Looking for inspiration? Look no further than BMO Harris Bank.
In this ad, the bank underlines its commitment to making the workplace more inclusive to the LGBTQ2+ community. This video not only builds out the brand’s character, but also underline the morals and values that guide their brand.
This ad can do double work of building relatability and fulfilling corporate responsibility for individuals who align with the organization’s vision.
All 10 of these LinkedIn advertising ideas can help drive the clicks and conversions you’ve dreamt of. To be effective, however, you need to identify which strategy works best for your brand or your client’s brand.
Perhaps you decide to go the route of emotional marketing, using an image to tell your story. Maybe you decide that vibrant colors align seamlessly with your brand’s vision, and you redraft all of your graphic design around a brilliant theme.
Or maybe you decide to bring executive leadership to the forefront of your campaign, letting audience members put a face to a name.
Regardless of which route you choose, incorporating these LinkedIn advertising ideas with tried-and-true LinkedIn tips can help take your campaigns to the next level.
We can also help you with your LinkedIn advertising, if needed.
What’s the most effective LinkedIn advertising idea you’ve seen?
Neuromarketing is a branch of marketing that integrates consumer phycological principles with marketing best practices.
That’s because the brain plays such a vital role in selling (and buying).
For example, the color of your CTA button or the pictures on your landing pages can impact conversions.
The brain is designed to process information in specific ways, and it will react accordingly to certain triggers.
If you can optimize your site to include those triggers, you can boost your sales.
It’s not always as simple as using certain colors. Psychology, like people, is complicated.
Despite the complexity of psychology, there are a few brain-based strategies you can use that will get results.
How Psychology Impacts Sales Through Neuromarketing
Based on studies of the brain, we know that beauty literally moves us to action.
The site of something attractive — even a beautifully packaged product — triggers the part of our brain that governs hand movements.
We see something we like, and we want to touch it.
While we can’t literally reach out and grab products from our screens, there are ways retailers use this principle to drive sales.
Web design, for instance, can impact how favorably someone views your brand or product.
Psychology also tells us that people don’t like making tough decisions.
In one experiment, researchers gave buyers a choice between purchasing a pack of gum or not buying anything.
When they were given a choice between two packs that were priced the same (63 cents each), only 46 percent chose to spend their money.
When the packs were priced differently (62 cents and 64 cents, respectively), 77 percent chose to buy a pack.
In psychology, this experiment is related to “analysis paralysis,” or the idea that making no choice is better than making a tough choice.
If you make it easy to choose between your products, people will be more likely to buy them.
Makes sense, right?
There are probably innumerable ways you can use psychology to set up your website or improve your marketing.
But some tactics still work better than others. Here are a few of the ones I recommend the most.
1. Structure Content Using Neuromarketing Principles
While consumer psychology has been around a long time, neuromarketing is a relatively new field.
Neuromarketing utilizes technology to track the brain’s blood flow as people respond to audio and visual cues.
This allows researchers to examine the deep part of the brain known as the “pleasure center.”
Don’t worry. You don’t have to invest in expensive equipment to take advantage of neuromarketing. You can use the research that’s already out there.
We know that our brain is divided into three unique “sub-brains.”
- The new brain: Also known as the rational brain includes the neocortex (the outermost layer of the brain) which is responsible for processing facts, language logic, and other skills.
- The middle brain: Also called the emotional brain includes structures like the olfactory bulbs (smell), hippocampus, and amygdala, which govern emotions and memory.
- The reptilian brain: Also called the instinctual brain is made up of the brainstem and cerebellum, responsible for motor balance, safety, avoidance, and survival instincts.
Each part of the brain releases different chemicals depending on certain triggers.
The middle brain, for example, releases endorphins when a person sees something beautiful.
If someone is worried, the instinctual, reptilian brain may kick in the fight-or-flight response.
They each have their own job in ensuring you survive and operate properly.
But what does this mean in terms of your marketing strategy?
Take a look at how this might play out in the structure of a blog post, for example:
- Initial image or design elements: The brain processes the overall design of the landing page and determines attractiveness (dopamine is released). This is the middle brain engaged.
- Intro or headline: A teased topic creates an anticipatory rush and gets the reptilian brain involved (dopamine and adrenaline are released).
- Problem or concern: A negative headline or introduction triggers fear and again the reptilian brain takes over (cortisol, the stress hormone, is released).
- Solutions to the problem or concern: The content addresses the topic and provides a resolution that engages the new brain (endorphins and dopamine are released to reduce cortisol and adrenaline).
- Call to action to solve the problem: Serotonin and oxytocin are released.
So you could have a blog post that looks like this:
With a resolution that looks like this:
Each stage of the post is releasing certain chemicals in the brain of the person reading it.
Using a “scary” headline (like 7 Marketing Mistakes You’re Making Right Now) might trigger a different response versus a “happy” headline.
Or one that’s more solution oriented, like “How to Fix These 10 Common Marketing Mistakes.”
Each of these will trigger different emotions and different reactions in the brain.
This is neuromarketing.
You’re using the way the brain naturally responds to stimuli to create content that triggers those responses.
2. Promote Benefits to Relieve Fears
Neuromarketing isn’t just for headlines.
You can also use neuromarketing principles on your landing pages.
Take a look at the homepage for Ubersuggest, our keyword research tool:
You’ll notice an immediate psychological trigger: “Want more traffic?”
I definitely have an emotional response to it.
Hey, why am I not getting more traffic? What am I doing wrong? How can I fix this?
It triggers a little bit of fear. I need answers.
Ubersuggets’ landing page immediately tells me what action I can take to resolve my fears.
I just have to enter a domain or keyword. OK. Easy enough.
If I want to know more about how this will help me, I can scroll down the page to learn more about the domain overview, Top SEO pages, and keyword suggestions.
This lists the exact benefits I’ll get if I use this tool.
It’s a resolution to my initial concerns.
The headline was a trigger. The subheader was my answer. The benefits on the page told me that I would be OK.
And everything was simple enough for me to process quickly.
Listing the benefits of your product or service or including a value proposition not only triggers chemical responses in the brain, it also plays on another psychological principle: selfishness.
When it comes to making a purchase, people ask, “What’s in it for me?”
That’s why you want to use what HubSpot calls solution selling — where the emphasis is on what the customer needs, not on what you need from the customer.
They use this tactic on their homepage, too.
They have a proposition that resolves an almost unasked question (don’t worry, you can grow like a company twice your size).
But they also alleviate other concerns that might be rolling around in the back of your instinctual brain, like “How much will this cost me?”
This works because it not only answers what’s in it for me, it also plays off my emotions.
We often use our primal instincts and emotions to make decisions before our rational brain kicks in.
Emotional triggers, like the one HubSpot uses, can have a positive impact on us when it comes to making purchasing decisions.
So if you want more sales, list the benefits and relieve the fears — preferably at the same time.
3. Build Trust Through Storytelling
Trust is another neuromarketing component to successful sales.
We typically buy from people we trust and dismiss those we don’t.
But trust is built over time. So how do you establish trust with a buyer you’ve never met or even seen before?
Psychology tells us that incorporating storytelling into your sales strategy can help build trust on a deeper level beyond selling them on the benefits alone.
Stanford Business professor Jennifer Aaker says:
Our brains are not hard-wired to understand logic or retain facts for very long. Our brains are wired to understand and retain stories.
So how do you use storytelling for sales?
One of the best ways is to use social proof, like testimonials, to highlight customer problems and show, through personal stories, how you resolved those problems.
Well, not so fast. There’s a catch.
As it turns out, not all reviews and testimonials are created equal. Some don’t work as well for sales as others do.
According to further research, the way you frame your social proof matters more than the social proof itself.
Action-based social proof — the testimonials that showcase how many customers bought your product — may not always be as effective as preference-based social proof.
Preference-based social proof focuses on why customers liked your brand, product, or service, not how they used it.
To be clear, both strategies work.
Depending on your audience and where the testimonials are placed (features page, homepage, etc.), one may be more effective than the other.
As Roger Dooley explains at Neuroscience Marketing:
When shopping, consumers are swayed more by what other people would like to have, rather than what they actually have.
So in many cases, using “warmer” testimonials (those that play on emotions and preferences) can be more effective than simply listing numbers or credentials.
Focus on including social proof that tells a story of how you’ve benefited customers.
4. Make People Curious to Learn More
Humans are naturally inquisitive.
We love finding out how things work, and we want to know the full story before we buy in.
In psychological terms, this is called the curiosity gap.
This is why clickbait headlines work so well.
It begs a question that you want an answer to, even if you didn’t know you wanted to know it.
You can use it to spice up all aspects of your content marketing and landing pages.
Take this example of an article headline from Buzzfeed:
Normally, I don’t spend my day worrying about who wants to be the Prime Minister. But now I’ve been asked a question I need an answer to.
A lot of content marketing is set up this way, and some of it works really well to drive traffic.
What Buzzfeed does is smart, though, because if you read the article, they give you the answer right away.
While the curiosity gap works for engagement, the caveat is that people don’t like being cheated.
If you make a promise of information, you need to deliver on that promise.
If the article from Buzzfeed never answered the question, or if it linked to unrelated content, I would be bummed. I would feel misled.
Here’s an example of the curiosity gap I use on my homepage:
There’s no misdirect here. If you want to learn how to get more traffic, there’s an action step right there waiting to satiate your curiosity.
Using the curiosity gap is a great way to push someone through the sales funnel.
Just make sure you answer their questions without leading them on.
No one likes to feel cheated.
5. Keep Your Message Consistent
One way to boost sales is through customer retention.
You’ve heard the statistics. It costs five times more to gain a new customer than it does to retain one.
But that’s often not where businesses focus. Most are all about finding new customers.
Let’s change that and focus on retaining customers.
There’s a lot that goes into customer retention, but one of the biggest reasons (psychologically speaking) customers stick around is because of a positive experience.
They see results from what you do. They love your products. They love your brand.
But one thing that humans don’t like is change.
We’re creatures of habit.
Brands often grow and change over time. That’s pretty normal. I’ve changed my message and branding over time, too.
But something that has always stayed consistent is my reputation.
I talk about marketing. My whole world is marketing.
If you came here tomorrow and I changed my colors from orange to green, you might be a little shocked, sure.
OK, maybe not so shocked.
The point is, you would still get the same marketing advice, even if I mixed up my colors.
Nothing about who I am as a brand is changing.
When it comes to creating a solid customer base, you have to keep some consistency.
While this doesn’t mean you can’t change it up once in a while, try to keep things as familiar as possible.
Choose a simple design that’s easy to navigate. Use two or three colors and a couple of fonts for your branding.
Once the overall look and feel of your site is part of your identity, your audience will easily recognize you when you pop up in other places around the web.
And this can be helpful when you’re retargeting or using PPC ads.
Take a look at this Facebook ad from Start.io:
The color schemes, font, and overall tone match the landing page the ad links to.
It also matches the theme of their homepage.
Even though they use different approaches to their marketing, you know that each of those components is from StartApp.
That’s the type of consistency you want to see across all channels.
When customers start recognizing your brand (and start to hear all the testimonies and other things you’re doing from this list), they’ll connect the dots.
Consistency is a great way to build relationships with people over the long haul.
Not only will you be driving a sale once, but you’ll also drive many sales over the life of that relationship.
Neuromarketing can be a helpful tool in understanding what drives people to buy.
It can tell you what your customers really want, why they make decisions, which emotions drive them, and how they see your brand.
One important thing to remember is that people are unique, and oftentimes unpredictable.
This is why it’s important to understand your audience before implementing these tactics.
What works for one brand, or one buyer, may not work for another.
But generally speaking, you can still tap into the basic principles of psychology to boost your sales and build relationships.
If you can convince the brain, you can convince the buyer.
What neuromarketing principles from this list have worked for you?
The post Intro to Neuromarketing: 5 Psychological Tactics to Boost Sales appeared first on Neil Patel.