As the Owner of Magneta Marketing Agency, Alena and her team help small businesses get more clients, rise above the competition and stay relevant in their niche. She’s the captain of the ship but she’s also a marketing strategist and works with clients one-on-one.
Creating an Effective Paid Campaign on LinkedIn for Commercial Construction Companies
Creating an effective LinkedIn paid campaign can be a great way to generate leads and grow your business.
LinkedIn is a professional social media platform where over 700 million professionals connect, making it ideal for B2B businesses such as commercial construction companies.
Here are some pointers to help you create an effective LinkedIn paid campaign to generate leads for your commercial construction company:
Define your target audience
Before you start planning your campaign, you should figure out who you’re trying to reach. Consider job title, industry, location, and company size when creating a targeted campaign. For example, if you are a commercial construction company that specializes in high-rise office building construction, you should target architects, project managers, and decision-makers at companies that own or operate office buildings.
Create a compelling ad
Because your ad is the first thing people will see, it must be eye-catching and relevant to your target audience. To entice people to visit your landing page, use a clear headline, high-quality images, and persuasive language. Use keywords that your target audience is searching for to increase visibility and reach your target audience.
Make a strong call to action (CTA)
Your CTA should be prominently displayed in your ad and clearly state what you want people to do. “Learn More,” “Contact Us,” and “Download Our Brochure” are examples of effective CTAs. Make sure your CTA is actionable, simple, and understandable.
Improve your landing page
Because your landing page is where people will go after clicking on your ad, it’s critical that it’s conversion-optimized. Maintain a clear headline, a brief overview of your services, and a strong CTA on your page. Also, make sure your landing page is mobile-friendly, as mobile devices account for the majority of LinkedIn traffic.
Experiment with various ad formats
LinkedIn advertising formats include sponsored content, sponsored InMail, and display ads. Experiment with different formats to see which ones work best for your campaign. Sponsored content, for example, is excellent for increasing brand awareness, whereas sponsored InMail is excellent for reaching out to potential leads.
Make use of LinkedIn’s targeting options
LinkedIn provides a variety of targeting options, including job title, industry, location, and company size. Utilize these options to create a highly targeted campaign. You can, for example, target individuals with specific job titles, such as architects or project managers, or individuals in specific industries, such as commercial real estate or construction.
Utilize LinkedIn’s analytics
LinkedIn provides detailed analytics on the performance of your campaign, such as click-through rates, conversion rates, and cost per lead. Use this information to optimize your campaign’s performance over time. For example, if your click-through rate is low, you might want to change your ad creative.
Remember the significance of brand awareness
LinkedIn is an excellent platform for increasing brand awareness and visibility among your target audience. While generating leads is the primary goal of this campaign, it’s also important to consider the long-term benefits of increasing brand awareness. By consistently sharing valuable content, you can position your company as an expert in your field and increase the likelihood that potential leads will think of you when it’s time to start a new project.
Use LinkedIn’s Lead Gen Forms
LinkedIn Lead Gen forms enable you to design custom forms for your company page and sponsored content that allows users to submit their contact information without leaving LinkedIn. This can help boost conversion rates and make it easier for leads to move forward. You can capture more leads and reduce the time it takes to convert them into paying customers by using LinkedIn’s Lead Gen forms.
Use LinkedIn’s Sponsored InMail feature
Sponsored InMail allows you to send personalized, direct messages to LinkedIn users. It’s an excellent way to reach out to prospective leads and can help boost conversion rates. For example, you can use Sponsored InMail to follow up with leads that have shown interest in your services but haven’t yet taken the next step.
Monitor the success of your campaign
LinkedIn’s analytics can assist you in tracking the progress of your campaign over time. This will assist you in determining which aspects of your campaign are working well and which require improvement. For example, if your click-through rate is low, you might want to change your ad creative.
Keep track of your audience’s participation
The analytics on LinkedIn can help you understand how your target audience is interacting with your campaign. Use this information to fine-tune your targeting and messaging to better reach your target audience. For example, if you’re targeting people in the commercial real estate industry but your campaign is receiving the majority of its engagement from people in the construction industry, you might want to change your targeting to focus more on the construction industry.
Optimize your ad creative
Track the performance of various ad formats and creative elements, such as headlines, images, and CTAs, using LinkedIn analytics. Use this information to improve the performance of your ad creative. For instance, if you’re testing different headlines, you might want to use the headline with the most clicks.
Use conversion tracking
LinkedIn analytics can help you track conversions like leads and website visits. Use this information to optimize your campaign and increase your ROI. For example, if your conversion rate is low, you might want to think about changing your landing page to make it more effective.
Keep an eye on your cost per lead
LinkedIn’s analytics can assist you in tracking your cost per lead, allowing you to optimize your campaign to ensure it is cost-effective. For example, if your cost per lead is high, you may want to reconsider your targeting to reach a more specific audience.
By following these guidelines, you can create an effective paid campaign on LinkedIn that will help your commercial construction company generate leads. Remember to continue testing and optimizing your campaign over time to ensure that it performs well. Also, make sure to follow up with your leads to ensure they are receiving the information they require. A good follow-up strategy can make a significant difference in converting leads into customers.
Finally, keep in mind that LinkedIn is a long-term investment; therefore, be patient and persistent with your campaigns, and you will see results over time.