LinkedIn Sponsored InMail Guide to Generate Leads
LinkedIn is the largest online professional network with about 347 million users and gets two new members every second. It is unfortunate many advertisers have not realized its marketing potential. Here are some facts you may consider when it comes to these types of social media marketing tips;
• LinkedIn leads other social media sites in driving traffic to corporate sites
• Over 65 percent of companies in a recent survey claimed they god at least one B2B customer in 2016 from the social media platform
• Data also showed that over 60 percent of the marketers planned to increase their presence on LinkedIn.
The paid advertising platform on LinkedIn has several options that marketers can use to reach their prospects. However, one of the very best that marketers should utilize is Sponsored InMail. With the use of the LinkedIn Sponsored InMail, you can use the InMail platform to deliver messages that are targeted to specific audience segments.
Below are some ways to make use of the feature without coming out as a spammer looking to disturb others.
Do a careful selection of your senders
While using Sponsored InMail, you can assign yourself the role of the sender or assign any of the first-degree connections to be sending your campaigns. They must approve to your decision to use them.
Here are the Pros and cons of using the connection and ways to handle the problem
Let us take an example of using your firm’s CEO account for he is known in the industry. You are likely to have more attention from your recipients than if the same campaigns were sent through another employee who is not well-known in the industry.
There is catch though to this approach. There is a likelihood that the recipients will be responding to the InMails. Therefore, the CEO needs to be active on his or her LinkedIn account to take appropriate account. If he or she rarely checks his account, you will pass as a spammy adviser and fail to get new clients.
Laser-target your messages
There are just a few platforms that offer you opportunities to target your messages like LinkedIn does. This is a plus given that all your targets are business professionals. You can use any of the criterions to sort through your InMail recipients when setting up your campaign.
• Company name
• Company size
• Company industry
• Job title
• Job seniority
• Job function
• Member schools
• Fields of study
• Member skills
• Member gender
• Member groups
• Years of experience
• Member age
Try to be as specific as possible. However, look at the size of your audience as you make different selections. Avoid too broad or too narrow, as it will have a negative impact on the size of your audience. The targeting also helps to make your campaign look legit since you avoid targeting people that do not care about your message. Such people will trash your mail regardless of the good offer you are placing on the table.
Give genuine value to your clients
The value you provide to your clients is one of the things that will keep them from thinking that your campaign is spammy. You can use the InMail to promote your ebooks, webinars, and other assets to qualify the B2B leads as you educate your audience. Ensure you give your target audience what they need most and in the form of informative content.
Optimize the CTA button
One of the best features to have been included in the Sponsored InMail is the ability for the send to customize the text that is to be included in the call to action (CTA) button that sends your message. There are a few suggestions given by LinkedIn that include Join, confirm, download, register, reserve, and try. Use a variation of all these and test your copy. Match you CTA with the benefits to avoid looking spammy.
Do a careful planning of your visual assets
When sending a Sponsored InMail, you also send a 300×250 image banner that appears near the text. The banner together with the CTA button redirects your users to the landing page.
Here are a few things to keep in mind
- The image banner should not be too busy that it distracts the readers from the message. It should never overpower the text.
- Ensure that your landing page is optimized for mobile phones and tablets for a good number of your prospects will access InMail with their mobile devices
- Avoid directing your LinkedIn prospects to landing pages that look spammy. Getting them to the landing page is just a part of the equation. However, they need to opt-in or do another action on the site. They may choose not to do it if the landing page looks spammy.
Now that the Sponsored InMail is now on LinkedIn’s Self-service Campaign Manager platform, you can set daily budgets and test the targeting options available.