7 Strategic Tips to Boost Your LinkedIn Sponsored Content Strategy
October 18, 2016
Native advertising can be the ultimate way to deliver the right content to the right person in the right format at the right time. If the content is quality and audience relevant, native advertising allows the presentation to be perfect.
After all, your content will show up on the platform and in the format consumers prefer. It makes sense that this type of content would be more effective than interruptive or peripheral advertising—in fact, a recent study of nearly 5,000 consumers found they were 53% more likely to look at a native ad than a display ad.
LinkedIn Sponsored Content combines the effectiveness of native advertising with the powerful targeting and reporting capabilities of the LinkedIn platform. People come to LinkedIn to read content that can improve their professional lives. With LinkedIn Sponsored Content, you can put your best content forward, expand your audience, and compel them to take action.
LinkedIn will make sure the format and timing is optimal for your Sponsored Content. But it’s up to you to create the right content and target it to the right people. Here are a few tips to maximize your results.
Strategic Tips to Get the Most from Your Sponsored Content:
1. Start with the goal and work backward. Instead of fitting goals to your content, fit the content to your goals. If the goal is driving conversions, your sponsored content might be a link to a gated eBook. If it’s lifting brand awareness, you’re better off linking to a thought leadership blog post. The end goal drives every aspect of your Sponsored Content creation, from the headline and illustration to the copy. So it’s important to start with solid, documented, measurable goals.
2. Help your audience succeed. People come to LinkedIn with a professional mindset in place—they’re looking for tools and advice to help them advance in their career. Focus on providing useful content that will help them be more successful, more productive, or look like a genius in front of their bosses. Not only will useful content inspire more conversions, it will develop your brand reputation as knowledgeable and helpful.
3. Add to the conversation. Don’t be afraid to challenge an assumption or engage with a topic that impacts your industry. Having a clear point of view is an important part of capturing audience attention. If your content addresses the status quo or proposes a new way of solving a problem, you will have an easier time compelling the click.
4. Make it mobile-friendly. Your Sponsored Content will look great in the LinkedIn app on a mobile device, but what happens when your reader taps on the link? If your landing page is a labyrinth of slow-loading, squeeze-and-stretch desktop design, don’t be surprised when your audience fails to convert. It’s important to consider the entire sequence of events, from seeing the ad all the way to goal completion.
5. Experiment and practice patience. Continued optimization is a big part of success in any kind of advertising, and native ads are no exception. We recommend including four posts at a minimum in each campaign and running campaigns for two or three weeks. That way, you will generate enough data to make meaningful improvements for the next round.
6. Track the right metrics for your goals. If your goal is thought leadership, track engagement with content, site traffic, and time per visit. If the goal is to drive leads, track the volume of leads captured, cost per lead, and marketing-influenced or marketing-sourced bookings. Native conversion tracking can help you get a clearer picture of your ROI.
7. Commit to continual improvement. Take what you learn in each campaign and use it to make the next one more effective. See what types of content resonate (or fail to resonate) with your audience. Experiment with different headlines and visuals to find what works best. Try different types of offers depending on each campaign’s goals. Ideally, each campaign will build on the successes and failures of the previous.
Native advertising is one of the easiest ways to ensure a receptive audience for your content. Make sure your content has value, target it to the most relevant audience, and you can begin the process of optimization that leads to stellar results.
To learn more about native advertising, download Native Advertising: What It Is. How to Do It.