Full Funnel LinkedIn Marketing Strategy - Building Brand Awareness

LinkedIn Campaigns:

LinkedIn Offers Marketers to strategize campaigns organically and through Paid. Organic Campaigns which will not use any paid promotion, but targeting the audiences through social media posts, polls, articles, newsletters, and drive Realtime engagement with your followers from your official handle.

LinkedIn Ads campaigns will use the paid promotion features through campaign manager, by showing the ad creatives to targeted audiences from specific Companies, Industries, Demographics, Interests, Technology, Titles, Job Functions and Seniorities. Each campaign we run through LinkedIn can use a specific objective, and LinkedIn can optimize it based on maximum utilization of the budget and ROI!

Strategize Brand Awareness Campaigns on LinkedIn

Brand awareness is one of the important stages, in top-of-the-funnel marketing. It's the foundation for building a strong presence among your target audience and essential for guiding them towards your products or services.

Why Brand Awareness Matters:

Brand awareness plays a crucial role towards the customer buying journey, which is the awareness and consideration stages. In the attract stage, potential customers learn about the brand, and in the consideration stage it helps the prospects to evaluate the brand as a potential solution to their industry challenges.

Brand awareness campaigns help the audiences to understand the industry pain points and sees your brand as the solution provider. when branding is done right, 50% of the purchase decision has been made by the customer before they contact the vendor.

To build effective contents for LinkedIn brand awareness Campaigns, B2B companies should follow these steps:

1. Target Broad Matched Audiences: Identifying and targeting a wide range of potential customers will be the first step. Use LinkedIn’s Audience Insights in Campaign Manager to analyze industry trends, job functions, and seniority levels of individuals visiting your website.
2. Strategize the Customer Journey: Map out the customer journey to understand the various touchpoints and decision-making stages. This strategy will guide the content creation process, ensuring each piece aligns with where the customer is in their journey.
3. Create Relevant Content: Develop content that resonates with your target audience at each stage of their journey. Educational content is particularly effective in the awareness stage, helping potential customers identify and understand their problems.
4. Review Results and ROI: Continuously monitor the performance of your campaigns. Use LinkedIn’s analytics tools to measure engagement, reach, and conversion rates.

Leveraging Audience Insights

Effective brand awareness campaigns hinge on targeting the right buyer personas. Utilize LinkedIn’s Audience Insights to gather data on potential customers. Look at industry specifics, job roles, and seniority levels to tailor your campaign. Additionally, collaborate with your sales team to integrate insights from buyer data, ensuring your campaigns are highly relevant and targeted.

Setting Up Brand Awareness Campaigns on LinkedIn

Step 1: Define Your Objective

Begin by selecting "Brand Awareness" as your campaign objective in LinkedIn Campaign Manager.

Step 2: Choose Your Audiences

Audience templates can be used to target the ideal target audiences for the LinkedIn Campaigns.

Step 3: Choose Your Ad Formats

LinkedIn offers several ad formats that can help boost brand awareness. Each format serves a unique purpose and can be used strategically to engage your audience.

LinkedIn Recommends 4-5 ad creatives per campaigns, for better reach!

Step 3 - Forecasting & Bidding:

Maximizing reach is important for a brand awareness campaigns, and it depends on how the targeted audiences who will become potential buyers. LinkedIn allows marketers to choose the reach optimization feature while selecting the optimization goals under bidding setups. Once we choose the optimization goals, LinkedIn will display the number of audiences the ad can reach in the next 30 days.

Objective Based Optimization for Brand Awareness Campaigns: When Marketers focused on maximum delivery, then reach / video views can be selected as optimization goals.

Creating Impactful Thought Leadership on LinkedIn

Identifying our target persona is the first crucial step. Understanding why we need to reach them allows us to craft thought leadership articles that provide fresh perspectives on existing challenges. By leveraging existing content, we can run effective brand campaigns.

Thought Leadership Articles must offer meaningful, timely insights, catering to our audience's limited time. Distributing this content, both organically and through paid promotions, ensures maximum reach and impact on LinkedIn. 40+ percentage of decision-makers say that thought leadership can be effective in influencing their purchase decisions

By aligning your content with the buyer’s journey and leveraging LinkedIn’s diverse ad formats, you can create a powerful brand awareness campaign. Start by defining your objective and selecting ad formats that best engage your target audience. With strategic planning and execution, your LinkedIn campaign will enhance your brand's visibility and recognition, by positioning you as an industry leader. This approach not only attracts potential customers but also nurtures them through their buying journey, driving higher conversion rates and stronger customer relationships.

Stay tuned for my upcoming article on Building LinkedIn Lead Generation Campaigns!

#linkedinmarketing #linkedinads #brandawareness #digitalmarketing