We’ve used groups on LinkedIn for a long time now (since a few months after we started the business), but I’d never had much success with paid advertising on LinkedIn. That was until I discovered the Sponsored Ads which we used to generate leads daily that quickly learned more about ZenMaid and trialed the software.
After seeing a lot of success with our LinkedIn Sponsored Updates, I decided to share how we did it.
First of All, What is a “LinkedIn Sponsored Update”? Why use it?
LinkedIn Sponsored Updates help businesses promote their content and products in a natural way. They show up in people’s LinkedIn news feeds as posts so you can catch their attention with valuable content. Here’s what they look like:
As you can see, they are similar to Facebook promoted posts. Like Facebook posts, they have pros and cons. Mainly:
- Use them well and you can connect your brand to a new and amazingly engaged audience.
- Use them poorly and you’ll spend a lot of time and money with little reward.
Like any social media marketing, ZenMaid’s early success has come from targeted posting. But let’s not get ahead of ourselves.
Here are 6 Tips to Get Started with LinkedIn Sponsored Updates.
1. Focus the Headline on the User’s Benefit
Catchy, irresistible headlines mean more clicks, which translate to more sales. Your headline needs to promise a valuable resource, and it needs to do so in very little space. I personally have spent more time working on the headlines of our lead magnets than the actual landing pages.
For example, look at the headline from the above post:
“Looking for New Cleaning Customers? Check out the…”
I immediately state the benefit – new cleaning customers. Then I follow up using tip #2:
2. Add Value
The second half of the headline is,
“Check out the 47 Keywords you MUST be ranking for!”
Immediately after stating the benefit, we give them value. We go on to say it’s a “Free Resource” in the post, letting them know we don’t want anything as payment for the value.
Don’t be the marketer that pretends to be helping people only to get more sales.
If you’re going to sell, then sell, but if you’re advertising a valuable resource you need to make sure it’s just that: VALUABLE.
Our most popular resource is the 47 Keywords Every Maid Service Must Know for Google… it’s just a spreadsheet with all the keywords our target industry should rank for. But that’s EXACTLY what we promise and deliver. Our leads LOVE it!
3. Use Good Images
If you see an update without a picture, are you likely to click on it? Chances are, you won’t, and that’s exactly what we’ve confirmed at ZenMaid.
Due to my laziness we started out with one lead magnet, “5 tools we used to grow our maid service”, that didn’t even have an image on the sponsored update. It did terribly until we added a similar image to our other ads:
As you can see, even a simple image like a book with the title of the post on it (there is no physical book, it’s just a file for download), will suffice. Posts without images are simply not clicked on because people are visual creatures and download visual information much faster than textual information.
Note: The best image size for LinkedIn posts is 698 x 400.
4. Repurpose Your Content
There’s an old adage about television: if you haven’t seen it, it’s new to you. Maybe your company conducted a study that was relevant to your readers? Perhaps you produced a killer infographic?
For ZenMaid we took an email series called Systems Week that we’d sent to our subscribers and turned it into a 4 day video course you can opt-in to. We sponsored a LinkedIn update which sent users to the opt-in page for the video series. By doing this, we generated new leads that we can continue to give value to.
If you’re worried about what you’ll share in Sponsored Updates, take a look at what you’ve already done in the past. I bet you can find something to re-package and generate mass leads.
5. Use a Laser, Not a Shotgun
You are not going to appeal to all of the people all of the time, so put your marketing efforts into your target demographic. Sponsored Updates need to speak directly to your niche. A shotgun approach may hit all possible targets, but they won’t be interested. A laser approach can be focused on the bullseye, your target market. The more on-point you are, the more likely they will click on your links.
As mentioned above, our lead magnets are all highly targeted to residential cleaning services. Not carpet cleaners, not commercial cleaners, just maid services. We target them using the groups they’re in and focus our value propositions very specifically.
6. Test, Test, and Test Some More
A headline that works one month might not work another month. Content with poor formatting can be good if simply reformatted. Try out different headlines and formatting. Change your images to see if your clickthrough rate rises.
By testing and retesting, you are not only tweaking for your current campaign – you’re also tweaking for future campaigns. Knowing what doesn’t work is just as important as knowing what does.
We’re using our current LinkedIn campaign to determine the best lead magnet to promote on our blog.
This was a quick overview of some of the best practices we’ve found that should be used for LinkedIn Sponsored Updates.
By providing clear, concise, and valuable content to your target audience, you are opening them up to learn more about your products and services.
What else do you want to know about marketing your business on LinkedIn?