Raise your hand if you’re a Realtor or mortgage lender who’s running Facebook ads (or, at least thinking about it).
Ok, you can all put them down again.
While I’m not discouraging you from running ad campaigns on the world’s biggest social media network and its sister platform, Instagram, the efficacy of those ads have taken a hit recently with the change in targeting rules for those operating in housing, credit, or employment industries (that’s you).
But remember that it’s usually best to stay ahead of the curve – not jump on the bandwagon because everyone else is doing it – and that’s why I urge you to seriously consider LinkedIn ads.
Yup, Linked, that often-forgotten social media that you only used to check when you desperately needed a job.
Launched in 2003, LinkedIn now has 660 million users – 154 million of them in the United States – and some robust benefits for anyone who takes the time (and coin) to focus their ads there.
Of course, contact me if you have any questions or would like some help with your LinkedIn ads or any marketing campaigns!
10 Reasons why LinkedIn is the place you should be running your ad campaigns:
1. Of the 660 million users, just shy of 50% are active on the platform every month. And LinkedIn is still growing fast, more than tripling its membership since its IPO in 2011 and seeing 172,800 new users sign up every day. That’s about two new users per second!
2. Not only does LinkedIn have some serious professionals ready to network, entertain opportunities, and do business, but more than 30 million companies (not individuals) have a profile on LinkedIn. Needless to say, LinkedIn is still the crème de la crème for B2B networking as well as a boon to your B2C campaigns.
3. If you want to reach decision makers, executives, and the top of any organizational hierarchy, LinkedIn is bar far your best platform (those kinds of folks aren’t spending a lot of time browsing Facebook every day. In fact, every Fortune 500 company is represented on LinkedIn by at least one upper-level manager or CEO.
4. Here’s a seminal stat when considering LinkedIn for advertising: 52 percent of consumers who recently bought a product or service listed LinkedIn as the most influential channel during their research process. The next most influential online platform was blogs, and Facebook ads were much further down the list.
5. And when it comes to purchasing power of its users, LinkedIn has no rival, with the average LinkedIn user enjoying 2X more buying power than the average Facebook user.
6. LinkedIn also boasts a better-educated and more upwardly mobile demographic, with 50% of Americans with a college degree using LinkedIn (that’s incredible!) and the average user between 25-49 (prime home buying, selling, and refinancing years) and earning about $75,000 per household.
7. Ok, so how about those actual LinkedIn ads I was trumpeting?
Let’s get to the bottom line – your advertising ROI, expressed as Cost Per 1,000 Impressions. In fact, the cost for 1,000 impressions is only $6.05 on LinkedIn, while it’s $9.06 on Facebook and $6.70 on Instagram.
Even more important, the value of a LinkedIn lead or prospect is much higher than those on Facebook, as they are more serious, qualified, and financially stable consumers.
8. With LinkedIn ads, you can set up your campaign based on your business goals, like brand awareness, lead generation, or awareness. (To be fair, you can do the same n Facebook.) You can also set your budget for a certain cost per day or total cost and hit pause on the ad (and spending) at any time, adjusting the ad’s image, text, or other elements mid-campaign to ensure you maximize your ROI.
9. But LinkedIn does offer a great lineup of options for your ads, like:
• Sponsored Content
• Direct Sponsored Content
• Sponsored InMail
• Text Ads, and
• Dynamic Ads
They each have different appearances and features, which I’ll cover in-depth in part two.
10. One of the profound benefits of LinkedIn ads is their targeting options. Considering the Facebook ad rules changes in the housing/credit sphere, you’ll find LinkedIn ad targeting to be much more precise.
You can still target your LinkedIn ad based on:
• Education level
• Job experience
• Job title
• Groups they belong to,
• and more.
And you can still upload your email list, database, or point LinkedIn to your website and come up with a copy-cat audience with their Matched Audience feature.
Hit me up if you need help and stay tuned for part two of this series on LinkedIn Ads!