Leveraging Paid Media on LinkedIn
The LinkedIn algorithm analyzes content and prioritizes for engagement, timeliness and relevance based on keywords, meaning that not all your content will be prioritized to your fan base.
While frequent posting, keywords and hashtags may attract your fans and even new users who are interested in that topic, the best way to ensure your content gets seen is to support it with a paid strategy.
A paid social media strategy ensures your content gets SEEN by the desired audience.
Considerations for a Paid LinkedIn Approach
When planning content for this platform it is essential to consider when and how to sponsor content, the purpose and approach to sponsoring that content and who you are targeting.
1. Balanced organic and paid tactics
|
Organic |
Paid |
|
Audience is existing followers |
Audience is determined by targeting |
|
Implement learnings from paid campaigns |
Test creative to learn about audience |
|
Free space to try new ideas on existing audience |
Implement learnings from organic to launch better-performing ads |
|
Community management puts brand in direct contact with audience |
Attracts new followers |
|
Life of a post is short, cadence in posting is vital |
Life of a post is completely controllable and you can make less content and reach more people |
2. Ad objectives based on the user journey
|
Stage |
Content Role |
LinkedIn Objective |
|
Awareness |
Attract new people to your brand or campaign |
Brand Awareness Reach |
|
Consideration |
Stand out from the competition |
Traffic |
|
Conversion |
Generate a lead or otherwise establish a relationship |
Traffic App Install Lead generation |
|
Engagement |
Regularly engage audience to stay top of mind |
Engagement Video Views Messages Boosted Organic Posts |
|
Advocacy |
Customers trust the brand enough to recommend to others |
Engagement |
3. Targeting based on audience current stage of the journey
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