How do you avoid common pitfalls and mistakes when using sponsored content on LinkedIn?

Since LinkedIn is one of the best audience targeting platforms, you need to know your audience, or you will be wasting a lot of money. Start with an Ideal Customer Profile or persona. You can further refine with audience testing in LinkedIn Ads.

Step: Clearly define what you want to achieve with your sponsored content and the metrics you'll use to measure success. Tip: Set specific, measurable, attainable, relevant, and time-bound (SMART) goals.

?? Clear Objectives: Define clear goals for your sponsored content. ?? Targeting Precision: Use precise targeting to reach the right audience. ?? Quality Content: Ensure your content is valuable, relevant, and engaging. ?? Consistent Posting: Maintain a consistent posting schedule without spamming. ?? Monitor Performance: Regularly check analytics and adjust as needed. ??? Compliance: Follow LinkedIn’s advertising policies and guidelines. ?? Engage Authentically: Respond to comments and messages to foster engagement.

Define clear objectives and make sure your audience is on LinkedIn. > Stay clear of vanity metrics such as traffic, clicks, awareness. Define your goals and measure them correctly. Your KPIs should be leads, sign-ups, sales, downloads. > Secondary metrics such as CTR, CPC, CPM are also important and will help you optimize your campaigns.

Top 5 tips to make engaging Sponsored Content on LinkedIn ??Strong Hook - Use something attention grabbing, call out the audience, use emojis, use emotive language, get to the point quickly ?? Get the visual right - People, focused works well, smiling, high res, bright colours. Make sure it relates to the copy ??Short copy is crucial, people need to know what the message it is quickly. They won't wade through paragraphs of text ?? Add a call to action - Make it clear what they will get, check the user journey and make it easy for people to click through ??A/B test You can make small subtle changes that will actually make a big difference

The attention span of users scrolling social media is decreasing to a point, where you only have split seconds to capture their attention. While having a clear message and CTA in your content is important, it is also crucial to place it front and center, so your audience can't miss it. Having that thumb stopping moment will create content relevance for your audience and increase performance.

Step: Develop content that is valuable, informative, and engaging for your target audience. Tip: Use insights from your audience research to address their needs, pain points, and interests.

If you're using Sponsored Content on LinkedIn, you have to allocate a test budget at the start especially if you haven't done anything with organic posts (which I don't recommend). Organic can help you understand what works, and what doesn't. It should be part of your testing phase. If you are focused on only generating leads through SC, you must have a test budget. Manage your internal stakeholders in terms of results because it takes time to get it right.

It’s a good idea to set aside a chunk of budget for testing. This is really important for giving you the data you need to ensure your ad campaign is going to achieve the best results. When the test period is done, you can use the remaining budget on the highest performing audience/lead magnet/media/copy rather than spreading it too thin. Consider it an essential research budget - it’s absolutely not wasted funds!

Step: Continuously test different versions of your content to see what performs best. Tip: Use A/B testing to compare variations in headlines, images, and messaging. Monitor performance and refine based on data.

Your landing page should continue the storyline you started in your sponsored content. It's important also not just have duplicate content without any added value for the audience, as it will make them leave your page quickly and might enforce a negative perception of the brand.

Step: Ensure that the message and tone of your sponsored content are consistent with your landing page. Tip: Use similar visuals, language, and calls-to-action on both your ad and landing page to create a seamless user experience.

Deeply understanding your audience and their customer journey is essential for developing a comprehensive portfolio of LinkedIn ad formats that effectively engage and convert. While sponsored content is valuable for reaching prospects, integrating other LinkedIn ad formats into your strategy can further enhance your campaign effectiveness. ? Text ads, Spotlight ads, Thought Leadership ads, Event ads, and Follower ads for Brand Awareness and credibility. ? Video ads for product showcase, ? Lead Gen Forms and Document ads for direct lead capture, ? Message ads and Conversation ads for engagement and relationship building.

Une option à laquelle faire particulièrement attention : le ciblage élargi Il sera automatiquement coché donc beaucoup font l'erreur de lancer leur campagne sans y jeter un ?il. Cela peut impacter vos performances à la baisse car cette option indique à LinkedIn que vous l'autorisez à aller piocher en dehors de vos options de ciblage. Admettons que vous fassiez de l'acquisition de lead auprès des DRH uniquement. En cochant cette option votre pub sera diffusée à d'autres postes de la fonction RH qui sortent donc de votre scope.

According to my own experience, the Thought Leader ads advertising format works very well. Thought Leader ad is an organic Linkedin post of a company employee that is promoted for advertising. It is not a traditional sponsored content, but a very good addition your strategy. Thought Leader ads engage the target group very well, especially when the content of the post is interesting and useful for the target group.

Step: Integrate sponsored content with other LinkedIn ad formats for a comprehensive campaign. Tip: Combine sponsored content with text ads, dynamic ads, and InMail to reach a broader audience and reinforce your message.