How to build the ideal marketing campaign on LinkedIn

Nick Clapson

From a general social interaction perspective, LinkedIn may not be as popular as the other major social media platforms, but from a Business-to-Business perspective, it has the potential to be the most effective of all the social platforms.

We have experience in running targeted campaigns on LinkedIn that have seen our clients receiving several major enquiries in a single day, in some cases booking tens of thousands of pounds worth of work. So, how do we go about that? It’s through utilising LinkedIn campaigns for our clients, which is the subject of today's blog.

Our LinkedIn Campaign Process

You’ll likely be wondering what the key aspects involved in a LinkedIn campaign are and whether it would be useful for your business. The second question would involve a conversation on your specific industry and company aims, but for now, here’s an overview:

  • Access and Management: Once we receive access to a client’s account, we can go about managing the creation of a campaign to bring the benefits back to you. Alternatively, we can make a duplicate profile that will be used only for campaigns, but linking to the client website and contact details. We’ll look to purchase a premium plan to allow you to get the most from the platform, not only do you usually get the first month free, but if the campaign goes to plan you’ll receive a great return on investment.
  • Intelligent Search: The first campaign step is to setup up bespoke search queries, dependent on each client’s requirements. We’ll already have a working knowledge of some of the characteristics of your business, products and/or services, so that will inform our search. For example, we can search for job title, industry, location, current company, past companies and for specific keywords within their profile, all related to what may provide a quality lead for your business.
  • Strategic Connections: Once we’ve searched for and built our target audience, we’ll then send 1000 connection requests to the people that show up in the searches, the majority of whom should be pre-disposed to want to connect with you. We will then wait around a week, and for the users that have accepted your connection, we will prepare a sales message to send to them.
  • Message Delivery: We’ll prepare a message, and once we have sign-off from you the client, we’ll start delivering the messages to all of the new connections, in the hopes that we generate some leads and even conversions for your business.

What sort of results can you expect from LinkedIn Marketing?

It's difficult to provide exact projections as they can vary depending on industry, but if we had to summarise, we'd say that we usually expect an initial acceptance rate of around 55%. We then hope to turn as many of those connections as possible into responses, but our standard expectations would be as follows:

Invitations: 1000

Acceptances: 550

Messages Sent: 550

Replies: 80

Meetings/Calls: 30

Conversions: 2-3

How effective is LinkedIn Marketing compared to other channels?

As mentioned previously, we’ve seen LinkedIn campaigns yield some fantastic results for some of our clients in the past, a platform that’s ideally placed to make the kind of business connections that can lead to large purchases and/or ongoing projects.

It can also lead to forging the kind of professional links that may allow you to source services that will improve your business. So in many ways, it can truly be the most cost-effective B2B marketing method for many businesses, certainly as an initial effort to increase your leads.

Begin your LinkedIn Marketing journey today

To find out more about how we could utilise LinkedIn marketing to increase the volume of your business leads, you can call us on 0151 321 2320 or message us via our Contact page.

We'd be delighted to speak to you about your business needs in more detail and identify whether LinkedIn could be the ideal channel for you.

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