Did you know that serotonin increases every time you receive a message on social media? Well, LinkedIn takes advantage of that and you can too by using its Ads for B2B strategies.
LinkedIn Message Ads allow you to send ads to people who may or may not be connected to your company. Unlike other social media feeds or story ads, message ads don't just disappear by swiping them away. These ads are sent directly to your LinkedIn direct messaging, and they stay there with a big, red notification until you decide to open them. Ignore ads? Hard to do with this tool.
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How to create a strategy for LinkedIn messages
Good practices:
How to create a strategy for LinkedIn messages
LinkedIn Marketing Solutions provides advertisers architecture email lists with data about users, categorized by demographics, interests, and professional profile. This is incredibly useful for creating a targeted campaign for prospects, as it captures their attention with more than just an image you send out into the social media jungle. Message Ads allow you to create highly personalized messages that appeal to your audience on the platform.
Good practices:
Use a casual tone: Don't confuse text message announcements with corporate emails. Keep it concise and friendly. The recipient of your message should feel as if you are communicating directly with them. Avoid both colloquial and formal language.
Always include a CTA: Without a CTA, the recipient may read the ad, even like your product, but have no idea what to do next. Always include a short line that gets your audience to take action. Since there isn’t room for a lot of text, use actionable words like “download now” or “book an appointment.”
Perform A/B Testing: You can always improve the ad you’ve created on LinkedIn through A/B testing on your in-message ads. At Roas Hunter we love testing different angles, copy, etc. on our ads because it gives you the opportunity to learn more about what your audience really likes.
Optimize for mobile: Message ads are technically optimized for mobile, but there are ways you can better maintain the formatting. Make sure your copy is no longer than 1,000 characters. If you include links or CTs, make sure the page they redirect you to is also optimized for mobile.
Choose the right account: Be smart about which account you send messages from, rather than sending from an account belonging to anyone in the organization. A message from the marketing director doesn't have the same impact as one sent by the founder/CEO. Think about the impression you can make on the recipient.
Don't be boring : Don't copy and paste what you've been using on the rest of your social media for your messaging ads. Be more personal and more creative. Think about how you're going to build a relationship with your potential customer. Do you want them to respond to you? Should they feel encouraged? Should they have questions?
LinkedIn Message Ads are a great way to get your products out there and make sure your brand is visible. Message Ads are most useful for B2B marketing when you're speaking directly to people who are making decisions about whether or not to buy a product.
The great thing about LinkedIn is that it offers more than one way to advertise on its platform. It also offers tools like Conversion Tracking to help you monitor sign-up volume. This allows business owners to improve existing campaigns and gather valuable insights into how their target market behaves after receiving these in-text ads.
If you're looking for a way to test a new B2B campaign, trying Message Ads instead of sending a colder email may be the right way to go.