How are tech companies leveraging LinkedIn paid ads to drive conversions?
LinkedIn evolving as a marketplace.
LinkedIn Ads is pretty simple when it comes down to it. You get to use LinkedIn’s incredible business targeting to nail down a very specific type of professional you’d like to see your ad, and then you craft the message you’d like to show to them.
Driving conversions is really all about the offer you’re driving people to. You could drive them to low-friction offers, high-friction offers, or somewhere in between.
You can send someone to a blog post, infographic, or some other resource. The challenge with this is these resources inherently have very low conversion rates. So if you’re paying LinkedIn’s high prices for clicks ($6–9 on average), you’ll end up with few conversions and they will be costly.
You can send someone to an offer that’s essentially a “talk to a sales rep,” “get a product demo,” “buy something,” etc. The challenge with this type of offer is that there is no incentive for anyone to click or convert since it’s obviously a sales pitch, and no one is surfing around LinkedIn for stuff to buy. So if you go this route, you’ll likely either 1) pay significantly higher for both clicks and conversions than you should or 2) your ads will simply shut off because no one is clicking on them.
In Between (The Sweet Spot)
The tech companies that are having success on LinkedIn are usually sending someone to a free, gated content offer. Something that is very educational and helpful (like a checklist, cheatsheet, webinar, ebook, in-person event, guide, etc) and in exchange, they’re asking for contact info. The sales team is then taking these contacts and following up with them to start conversations and relationships.
This approach will usually net you the greatest number of contacts from your exact target market, for the least amount of money.