Fear is an excellent opportunity for marketers to profit on. How, you ask? Fear is what drives us all. It is what makes people step out from the norm and do something different. It’s what pushes people to look for answers. And it’s what marketers can use to attract clicks.
Maybe your ads aren't offering what your target audience is looking for. They are looking for solutions to their fear (or problems). Does your ad offer a resolution to a problem? If not, then maybe that's why your ads aren't performing. You need to be offering something your audience finds valuable and then you can build your ads around these pains. Hit the pain-points and you might just strike a chord that causes your audience to click an ad. Know the fears of your audience and capitalize on them.
Anybody can get clicks on LinkedIn, but can you get conversions? Everybody hates the ol’ bait and switch marketing tactic and it just doesn’t work when it comes to online marketing. Why am I talking about this strategy? Because many people create LinkedIn ads that don’t match their landing pages. This is a strategy for disasters… Disasters called bounces! They create a great ad, but then when the user reaches the landing page, the visitor feels as if it isn’t the offer they bargained for. So are your LinkedIn Ads and landing pages cohesive? If not, then this might be the main reason your clicks are not converting. If the audience feels as if the page doesn’t match the ad, they'll just leave your page without a second thought. Then you just paid for a click that didn’t even convert. Not very cost effective!
Hopefully you have already taken a deep dive into your target audience and decided who they are and what they want. If you haven’t done this, then this is problem #1 as to why your LinkedIn Ads are not performing. Make a list of the types of clients you want and the decision makers of these clients. This is a great place to start when creating ads for LinkedIn.
Now that you know the potential clients you are targeting and their decision makers, start building out a plan around them. There are a couple different strategies you can use when filling out your LinkedIn plan. First, let's take a look at how you target the right companies and then we can look into the positions.
LinkedIn gives you two options for targeting companies. First you can target companies by the industry they fall under. This is an effective strategy if you have a broad industry and don’t have any specific client targets. And the second strategy is to target specific companies by name. This works when you have a list of top clients you want to target. Test both of these strategies, if you can, and see which one works the best. Remember it’s not about clicks…. It’s about conversions.
Next you need to decide who you want to target within that company. LinkedIn gives you the ability to place specific job titles to advertise to or you can choose a range of titles by either the function they fall under or their seniority.
The more specific you go, the smaller the size of your potential audience. This will only become a problem when you are not getting the click throughs you want. So maybe your LinkedIn advertisements have no impressions, this is when you may need to adjust your advertising to include a broader range of titles or companies. This will increase your overall audience, which leads to more impressions and hopefully more clicks!
Improving LinkedIn Ads
Creating the perfect LinkedIn ads can be difficult, but possible! Due to the unique targeting options, LinkedIn is great for B2B businesses, but that is only if your ads perform. So make sure you are targeting the right audience with the perfect ad and a matching landing page. If just one of these three factors are wrong, it could lead to an epic LinkedIn advertising fail!