To encourage potential investors to register for Seed Equity’s social investing community, its agency, Dean Media, helped develop messaging for LinkedIn Spotlight Ads and Sponsored Updates. Precise targeting of LinkedIn members with investment expertise in their member profiles, plus targeting to members of LinkedIn Groups for venture capital and private equity, helped Spotlight Ads and Sponsored Updates reach the right investors.
“Because Spotlight Ads pull in a LinkedIn member’s profile image, they draw attention – more than you’d receive from the typical display ad,” says Crosland. Sponsored Updates also helped introduce Seed Equity to investors by touting the opportunity to invest in early-stage startups, and allowing investors to join their social investment community. “We can raise awareness of our company in several places at once on LinkedIn,” Crosland says of using both Sponsored Updates and Spotlight Ads. “Our targets will see an attention-grabbing Spotlight Ad, and they can educate themselves further on Seed Equity when they see our Sponsored Updates and start engaging with us.”