“More than half a billion professionals worldwide gather on LinkedIn to stay connected and informed, advance their careers, and work smarter” according to LinkedIn. Yes, LinkedIn is a social media network, but it’s used differently than Facebook, Twitter, and Instagram. Besides networking and connecting with potential employers and industry professionals, how else can you capitalize on your LinkedIn presence? Sure, you want to spread awareness about your business and brand, but LinkedIn advertising takes it a step further to ensure you are creating conversions.
Who Should Be Advertising on LinkedIn?
1. B2B Businesses
LinkedIn has proven to be a sound branding investment, which is why 97% of B2B marketers utilize it for their content marketing efforts. Its advertising is beneficial to B2B businesses as it allows them to target and promote their products and services. Now more than ever, more and more conversions are happening on LinkedIn and you could be missing out on business development opportunities.
Credit: Foundation, Josh Gallant
2. Recruiting Agencies
Convert connections and other professionals on LinkedIn to candidates! Recruitment ads on LinkedIn give staffing agencies the capability to target their ideal clients and/ or candidates. Typically when candidates are looking for job opportunities, Facebook, and Twitter are not going to be the first places they go. You can get ahead of the curve with LinkedIn ads and take proactive measures to ensure your prospects are seeing you and your available opportunities.
3. Higher Education Organizations
InMail sponsorships are just one of the ways that LinkedIn ads can help higher ed organizations get in front of target audiences and get in their inboxes to promote organizations, programs, and opportunities. Whether you are looking to engage with prospects, schools, alumni, donors or more, Linkedin ads ensure that your creative and informative content is seen by the right people.
4. Nonprofit Organizations
Leveraging LinkedIn for nonprofits is an easy, efficient way to tap into a variety of different networks to help advance your organization. Because LinkedIn is known for its “professional” reputation, it is going to be where a lot of potential employees, volunteers, and donors are living. Having a presence on LinkedIn, in general, is a great way to get in front of potential partners for your nonprofit, but the ability to target and customize your ads in a variety of ways ensures none of those potential donors, volunteers, and potential employees are flying under the radar.
What Type of LinkedIn Ads are Best?
When creating LinkedIn ads, there are several different types to consider, and the right fit depends on the type of business you have and the goals that you are looking to achieve. Based on the goals you are looking to achieve, LinkedIn offers different objective selections for you to choose from. Selecting your objective is the first step in the new objective-based advertising and helps streamline and customize your campaign creation based on objective for the best ROI. View the guide to the different types of LinkedIn ads here.
Why is LinkedIn Advertising Valuable?
Specific Targeting Capabilities
With the millions of drivers on LinkedIn, it can be difficult to find the ones most relevant to you and your business. LinkedIn advertising gives users the ability to target audiences based on location, company, demographics, education, job experience, interests, and more. Engaging with niche audiences via grassroots efforts can only get you so far—LinkedIn’s targeting capabilities ensure that the right eyes are seeing your content. With the easy setup that LinkedIn offers, you can start targeting your audience and generating leads within minutes.
Get in Front of Audiences Who Didn't Know You Existed
Beyond LinkedIn’s targeting capabilities, you also have the option of where you want your ads to be displayed. Budget and scheduling can determine the placement of your ads (text-based ads, sponsored posts - which can be text, image or video, sponsored Inmails, ad, and more). Once selecting the ad type, budget, and schedule that makes the most sense for business and goals LinkedIn will place your ads where they will receive optimal viewing—to people who probably weren’t even on your radar!
LinkedIn ads are a great way to foster relationships and prospects, but once they know who you are they’ll most likely start conducting some research on you. Don’t forget to maintain a healthy presence on LinkedIn with consistent, relevant content on your page. Good content creation can also help inform your ad strategy and you can even turn existing content into an advertisement.
Expand Your Network
No matter what industry you are a part of, it’s important that you are always working to grow your professional network. For every stage of the relationship, LinkedIn is the perfect way to connect with prospects, bolster new and current relationships, and convert clients. LinkedIn Ads also gives the option to track conversions made on your ad so that you’re able to see your successes in real-time. Be proactive in growing your network with LinkedIn ads and get in front of your new employees, donors, clients, and more!
Are you ready to reach the world’s largest professional audience?
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Let’s face it - we now live in the digital age. New research suggests that 84% of consumers do some sort of online research before reaching their final decision during any transaction. These numbers have sharply risen since the invention of smartphones and mobile browsing.
Online presence is often the first encounter that any potential client will have with your firm. Think of your website as your digital waiting room. Now imagine walking into a potential law firm and the waiting room has peeling paint and decrepit furniture. You’d probably be more hesitant to have them represent you in court. So what components are necessary to have an enticing and professional 'digital waiting room' (website)?
1. Aesthetically Pleasing Visuals
The overall look and feel of your website will be important in grabbing the attention of users. Using consistent logo and thematic, brand colors throughout, compelling copy, strong headlines, use of video and photos is very important. Users will initially give a quick first glance at your overall site design. Your site needs a professional look and feel that speaks to your brand in an intuitive way. Avoid stock photography if possible and try to populate your site with authentic, professionally captured images of your team, office, and location.
2. Responsive Design
The rise of mobile users was mentioned earlier because according to the Pew Research Center, 77% of Americans own a smartphone and use it to access websites. The phrase "responsive design" refers to website layouts that adapt to the user’s screen size, platform, and orientation. All website designs should include a mobile version that includes all types of devices and browsers. Users will not bother with your site if it doesn’t display properly on mobile.
3. Fast Load Times
Google’s recent algorithm update actually penalizes websites that have long load times by moving them down in search rankings. Load time is an increasingly important factor to consider when developing your firm’s website. A rule of thumb is that your website should be fully loaded in less than four seconds otherwise it can be assumed that you have lost potential traffic.
4. Intuitive Site Navigation
User experience is also a crucial factor in ranking well on Google’s search algorithms. In order to properly assess your site navigation, put yourself in your clients' shoes: is it easy to find all the information that you came to the site to find? It’s always a best practice to ask a friend or relative to view it from an unbiased viewpoint too. RyTech puts all of the websites we build through rigorous blind testing.
5. Content-Rich Practice Area Pages
Practice area pages usually form the bulk of the content on most law firm websites. These pages are your chance to establish yourself as a leader in particular areas and provide compelling, targeted information about how your firm works. Think of this as your main argument in court: why you are the right choice for them and how your firm will handle their case. Valuable content and keyword focused practice area pages are going to play a critical role in turning website traffic into actual revenue for your firm.
6. Focused & Authoritative Blog
Publishing content on a regular basis is crucial to ensuring user engagement as well as search engine visibility (SEO). Consistent, relevant, and well-thought-out blog content not only improves your performance in search, but it also gives you an opportunity to cultivate a following, position yourself as a thought leader, and bring major visibility to the practice areas that create the most value for your law firm.
There are many elements to consider when designing a website to represent your business. Begin by examining your current website. Is is easy to navigate? Does your site load quickly? Is it ethically sound? Your website is the digital equivalent to an attention-grabbing storefront window on a busy street, so it's important to get it right!
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