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When you are setting up a linked in marketing strategy before you do anything you need to look at the following components.
Depending on the objectives, different KPIs will be applied to measure the performance of the campaign. KPIs should be applied to campaigns to track your progress and benchmark your success to ensure that goals are on track to hit targets. For example, if you are working towards awareness based campaigns the KPIs set might be impressions or views gained. If the campaign is Lead Generation focus, the KPIs set might leads acquired a click-through rates. Accurate targeting based on authentic data is the foundation of the LinkedIn platform.
LinkedIn gives brands a proven way to directly target from within the most affluent influential and educated audience on the social web. LinkedIn's targeting is highly accurate because it draws from actual profile data provided and is continually updated by its members themselves. You are able to target the first-degree connections of specific members and also their behavior on LinkedIn.
For example, you can see what groups they join and how much they share and comment, which can be used to inform your targeting. This is why audience segmentation for targeting is so important. You should be taking all of the following into account when devising your own LinkedIn advertising strategy: skills, industry, age, gender, company size, job title, seniority, function, discussion groups, company name, education, and then finally, geographical location.
The KPIs and objectives that you will set will determine the cost structure of your LinkedIn campaign. Depending on what you want the audiences to do a CPC, which is Cost per Click, or CPM, which is Cost per Impression, cost model can be applied. If the audience is encouraged to take an action in the advert it will most likely be CPC cost structure. If there is no call-to-action in the ad it is likely that a CPM cost model will be applied.
Let's now look at some of Linkedln's marketing solutions. Displaying ads with the purpose of increasing awareness will often take a CPM cost structure as there is no call-to-action and the aim is to boost visibility. Marketeers want as many views as possible.
If you take Sponsored InMail as an example, this would take a CPC cost structure as there is a clear call to action with every InMail. The action is taken as complete when the call-to-action button in the InMail is clicked on. You'll notice that the Sponsored Updates has both CPC and CPM as options. This is because Sponsored Updates caters to both. The marketeer can decide how they pay for Sponsored Updates as each sponsor's post may serve a different purpose.
Depending on the post, it may be a simple update but no call to action or hyperlink. In this case, CPM will be more appropriate. If a post contains a redirect link or a call to action, then CPC would be more appropriate.
The ad copy represents the presentation of the ads.
The elements of a well-written ad copy include the following:
As Head of Social Media for the creative agency Goosebump, Lauren’s current role is to create and implement social media strategies and content strategies for a portfolio of clients spanning a wide range of industries. Her team of creatives and strategists specializes in delivering innovative and integrated social media campaigns that drive conversions. Her work has been recognised with a wide range of awards, including the Irish Social Media Awards and Digital Media Awards.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
You will not be assessed on this content in your final exam.
ABOUT THIS DIGITAL MARKETING MODULE
This module focuses on LinkedIn and shows how you can use the platform to build and develop professional connections with your target audience. You learn how to use LinkedIn-specific features, such as Company pages and Showcase pages, to build your company presence on the platform. The module goes on to cover the different ad formats available on LinkedIn, such as Text ads, Sponsored ads, Sponsored InMails, Display ads, and Dynamic ads, and outlines best practices for advertising on the platform. Finally, it teaches you how to use analytics with LinkedIn to measure the success of your campaigns.
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