LinkedIn Messaging Campaigns – Know How You Can Use Them
Social media users tend to shop quickly. But what if I told you that there’s a social media platform that has twice the buying power of the average web audience? That’s LinkedIn!
This platform is different from other social media. The main reason is that its users are business professionals who want to purchase useful products. They want to get ahead of the competition. So no matter if it’s a CRM or an SEO tool, if it helps them, they’ll buy it.
Now don’t get me wrong here. I’m not trying to sound condescending, but they have different buying patterns than the average person.
If they see an opportunity to grow, you bet they won’t miss it. This is the reason 80% of LinkedIn members drive business decisions. If you know another social media that does the same or even close, do let me know!
So it’s clear that these professionals will drive more sales if they are marketed in the right way. But how do you do it? Is there a way to bring your products in front of their eyes?
Yes! There are two ways!
The first is the organic way in which you create content for weeks or months, and then start to see the results.
The second is LinkedIn Ads; A great way to get in front of people who matter the most to your business in no time.
And a great tool within LinkedIn Ads is Message Campaigns.
Read on to find more about that!
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LinkedIn Messaging Campaigns
You might come across a situation where you think you have found the ideal customer, but it’s not the case. The problem is you just didn’t know if they were ready to buy your product.
So to know your customers’ position in their buyer journey, implementing a sales funnel is necessary. It helps your marketing team as well as the sales team.
Outreach is an important part of a sales funnel, and LinkedIn messaging campaigns help you achieve that. It’s a series of messages used to drive connections and awareness about your brand. It will end up in a customer accepting a connection request on LinkedIn or filling out a form to become your subscriber.
Direct messages are a great way to spark immediate action from your prospects. More than 50% of prospects open a message ad which makes it a good way of driving sales. This is what you can achieve with these messages:
- A targeted message gets an immediate response: Add one CTA asking them to take action, such as downloading an eBook or contacting you with an inquiry. Communicate with your prospects without worrying about the character limit.
- Stand out from the crowd: A person can receive a Message Ad once every 45 days, so your message has a high likelihood of getting noticed. Plus, LinkedIn delivers your sponsored message only when they are active on the platform. This further increases the chances of getting an immediate response.
- Engagement that is stronger than traditional emails: These messages reach prospects in an uncluttered way, so there’s a high chance of you getting a response.
- Generate leads: With the lead generation form, your prospects can fill in their details without leaving your ad.
Use analytics to improve your business: You can measure the impact of your messages in several ways. For example, you can see what person from a particular company is taking action on your message ad using demographic reporting.
Best Practices When Creating LinkedIn Messaging Campaigns
Using LinkedIn messaging campaigns, you can build relationships with big brands that otherwise wouldn’t be possible. For that, we have to look at best practices.
First, let’s see what doesn’t work on LinkedIn.
A lazy message like this won’t do much good:
Hey. My name is XYZ, and I want you to download this thing.
And the common hard-and-fast sell won’t work either:
We are a team of web developers with X years of experience… If you have a project, please reach out to us, and we’ll work on it!
The reason it doesn’t work is that 97% of your target market are not ready to buy at any time.
What you should do instead is find your best prospects (because remember, not everyone is your customer) and build relations with them using these best practices:
- Choose a trustworthy sender. Make the director or even a person with a higher post the sender. He/she has to relevant to the message as well.
- The profile picture should be of high quality with their face. A smile is always preferred. Ask the sender to make their profile picture “All LinkedIn Members” or “Public” for everyone to see it.
- Let them know about yourself and your purpose in reaching out.
- Use macros such as first name and job title to personalize ads to each recipient.
- Use a banner image. Though only desktop users can view it, it will ensure your brand is top of mind.
- When writing the copy, be concise, personal, and relevant. Instead of dense copy, use bullets.
- Adding hyperlinks can increase click-through-rates up to 21%.
There you have it: What are LinkedIn Messaging campaigns, and why you should use them.
LinkedIn gives you the opportunity of reaching out to potential clients, but it doesn’t mean you want them to convert instantly. Keep in mind that generating leads through hard selling is very rare. Instead, make it a win-win situation for both yourself and the client. This way, you’ll be striving for long-term success.
Have you ever run a LinkedIn Ad campaign? If yes, then share your experience in the comment section below!