Best Internet Marketing Strategies 2021
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10 Effective LinkedIn Advertising Ideas | Best Internet Marketing Strategies 2021

February 19, 2021 0

10 Effective LinkedIn Advertising Ideas

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.

LinkedIn Advertising Ideas - Use Loud and Playful Colors

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.

LinkedIn Advertising Ideas - Make an Offering in Your Ad, like 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.

LinkedIn Advertising Ideas - Appeal to Peoples' Emotions, like 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.

LinkedIn Advertising Ideas - Feature Company Leadership, like 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.

LinkedIn Advertising Ideas - Announce Industry Events, like Children’s Mercy

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.

LinkedIn Advertising Ideas - Place Your Ad in Multiple Aligned Page Columns, like Tunes

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.

LinkedIn Advertising Ideas - Make Your Ads Topical, like 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.

LinkedIn Advertising Ideas - Keep it Simple, like 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.

LinkedIn Advertising Ideas - Highlight the Solution to User's Problems, like 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.

LinkedIn Advertising Ideas - Demonstrate Your Social Justice Efforts, like 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.

Conclusion

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?

The post 10 Effective LinkedIn Advertising Ideas appeared first on Neil Patel.

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Best Internet Marketing Strategies 2021
Internet Marketing Strategies

How to Use PPC For Brand Awareness Best Internet Marketing Strategies 2021

February 18, 2021 0

How to Use PPC For Brand Awareness

Brand awareness can seem intimidating and complicated, but it’s just a matter of getting your brand in front of the right people.

When you come up with a great idea or launch a new business, how do you get your name out there? How do you help people become more aware of what you’ve created or are trying to sell?

The options are varied, from billboards and bumper stickers to word of mouth and cold calls.

However, sometimes it can be simpler than that. You can boost brand awareness with PPC (pay-per-click) campaigns that show your ads to people across the internet, including on SERPs, social media sites, in-app ads, banners on websites, and more.

What Is Brand Awareness, and Why Is it Important?

In many ways, brand awareness is about how recognizable you are. Of course, in a noisy world online, where brands compete for attention all the time, it may seem impossible to build brand awareness.

Brand awareness isn’t out of reach for a new brand or one whose target market is smaller. Think about the last time you listened to a podcast and heard the name of a new tech company, and then you listened to another podcast and heard it again.

After a while, the name of that company started bouncing around in your head. Maybe you began to get curious about what they did and looked them up online.

That’s building brand awareness. You know who they are. They didn’t have to set up a sales call and introduce themselves, but you are now aware of their brand.

How Do PPC and Paid Social Campaigns Increase Brand Awareness?

You can use PPC ads to increase brand awareness by introducing your brand in ads that your target market can see. By creating ads that show off what your brand is about, including a memorable name or logo, you can start to be a bug in the ear, or eye, of your potential customer base.

You can even think of it as an introduction. Your ad is your name tag. “Hi, my name is…” This is your opportunity to say hello and explain what you do.

If all you’re worried about is large groups of people actually seeing your ads, the impressions rather than the clickthrough rates are going to be more important to you. You can continue to run a PPC campaign while watching two goals.

First, you would see how many impressions it’s getting. Then you would see how many are actually clicking on your ad.

In fact, Google recommends switching over to a pay-per-impression option to build brand awareness.

Paid Ad Brand Awareness Campaign Goals

Building brand awareness can take many forms. From just hearing your name or seeing your logo to clicking through, exploring your website, and learning more, your target audience may experience your brand in a variety of different modes.

What should your brand awareness campaign goal be?

Before we talk about the specifics, let’s ask some questions about your brand:

  • Is your product or service already on the market?
  • If not, when are you going to market?
  • Are you trying to increase sales, or is brand awareness enough for now?
  • Do you have marketing objectives such as newsletter sign-ups or social media followers?

Let your timelines and your bottom-line goals drive the target goals you set up for your brand awareness campaign. You could choose to observe the following metrics:

  • Impressions: This is how many people see the ad you are posting. They may just scroll by, or they may take a moment and read your ad. Either way, they see it.
  • Clickthroughs: When it comes to general awareness, you may be less inclined to care about how many people are clicking through to your site.
  • CTR: This is a simple formula to find out how many people are clicking through, in relation to how many are seeing your ad.
  • Video views: If your ad is a video, on social media, in another video, or embedded on a website, you may want to know how many see your video.

Again, consider whether this campaign is about people passively starting to become aware of your brand or about people actively engaging with it.

Tips for Growing Brand Awareness With PPC and Paid Social Campaigns

Growing brand awareness can come with many creative opportunities, but you want to keep in mind your ultimate goal is to build your reputation and eventually drive sales. Focusing on those can help you make strategic decisions moving forward.

Know Who Your Target Market Is

Do you know who buys your product or service? Do you know exactly who you are trying to build your brand awareness campaign for?

This can get a little tricky if you’re trying to break into a new market or switching your focus a bit. Your target market may not be who you’ve always sold to.

Get specific. Even create a customer avatar, if you can. Who is this person? How old are they? What do they do?

Understand Your Target Market Habits

Once you know who your target audience is, you can figure out what they do on a daily basis. Where do they hang out online? What apps or tools do they use? Which social media sites are they on?

Focus your efforts on areas where you know your target market will be. It’s a waste of time and money to showcase ads to groups of people outside your target market.

Don’t forget to think about their emotions and psychology too. What are their ambitions? Who do they want to emulate? How are they spending their time and energy to evolve or grow?

While you’re researching this, look for niche opportunities. The more you know exactly who your target market is, the more you can zone in on particular places to showcase your ads.

Look for favorite apps or online tools that sell ad space. You can also look at favorite blogs or news sites for ad opportunities. Getting specific will help you get more out of each view.

Diversify Your Ads

Because this is about brand exposure, you’ll want to make sure you are getting the word out about your brand in more than one location or through different ad streams. For example, you can use Google Ads as well as Facebook and Instagram or another equation that makes sense for your brand.

You can also try some retargeting ads through Google to continue to drip your brand onto those who have visited your website or social media pages.

Use the Right Keywords and Phrases

It’s tempting to throw some obvious or generic keywords into your Google Ads so you know they’ll “work.” Yes, people will see your ads, but remember that brand awareness is about the right people seeing your ads. Not only that, but it can also be about those right people seeing your brand at the right time.

Using precise keywords and phrases means your ads are more likely to show up for your target market, just when the problem you solve is on their minds.

Maybe you sell a product that soothes a baby who suffers from colic. Anyone who’s ever tried to comfort a colicky baby and sees your ad will probably relate to it, and they’ll be more aware of your brand if they ever encounter another colicky baby in their lives.

How much more powerful would it be for a mother or father who is actively searching for colic remedies to see your ad?

The next time they see your ad or your product somewhere, they may remember that middle of the night rocking session and think, “Oh, that’s right. They can help with colic.”

Being in front of the eyes of people who want your brand, even if they don’t know it yet, at precisely the time they most need it. That’s the power of building brand awareness through PPC and paid campaigns.

Get Creative With Keywords

The fun thing about building brand awareness through PPC campaigns is that you can get really creative with your keyword targeting and start to pop up in unlikely places. Here are a few ideas to get your creative juices flowing:

  • your competitors’ keywords
  • current event keywords
  • trending keywords
  • misspelled keywords
  • keywords your target market is searching for outside your industry

The key to this tactic is using creative ads that tie in why you are there, either with a pun or a light-hearted introduction. It could be something that makes you relevant to that space, even when you don’t seem to be. You’ll see some examples below.

Include the Right Information

It’s tempting to get super creative with ads and miss the obvious. Remember the goal here is to increase brand awareness. You want people to start knowing your brand and for your brand to start becoming synonymous with the industry you’re in or the problem you solve.

All of that can be lost if you forget the basics of your brand, which include:

  • your logo or a variant of it
  • your slogan or tagline
  • your location (if you are a location-dependent brand)
  • your website (if you aren’t easily searchable)

Case Studies: Brands That Increased Customer Awareness With PPC and Paid Social Ads

Do you want to see a couple of real-life examples of how you can use paid ads to increase brand awareness? Here are a couple of case studies:

LifeLock

The first is LifeLock, which bid on the trending Google search terms regarding an Equifax data breach. They were able to showcase their brand, in a hero-to-the-rescue kind of moment, to those who were frantically Googling how to handle the situation.

Here’s a related example from a company offering data breach testing:

data breach brand awareness example

These are an example of leveraging current events and trending keywords to be at the right place at the right time.

Fiat

Fiat took a different approach by creating a few different ads and testing out different keywords to see how they could build brand awareness. They used specific keywords, such as their brand names, as well as broad ones, such as “small car,” to learn more about how their ads were performing.

fiat brand awareness ad example

This is an example of using keywords your target audience is looking for and being there when they search.

Conclusion

Is it time to build brand awareness using PPC and paid social search? By leveraging Google Ads and other ad tools, you can ensure your brand is there when people are searching.

If you’re looking for a way to just get your name out there in the public mind, PPC campaigns can be a powerful way to do so. If you’re not sure how to get started, hiring a Google Ads consultant could help.

Which brands have you become aware of through ads?

The post How to Use PPC For Brand Awareness appeared first on Neil Patel.

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