What Marketers Need to Know About LinkedIn’s New Conversation Ads
The new offering enables marketers to create full-funnel campaigns with multiple customized calls-to-action.
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Meeting people where they spend their time, at the right moment and on the right platforms is equally important as the creative itself. Messaging allows brands to connect with people at multiple touchpoints across the customer experience. This is especially critical for those in the B2B space where buying cycles steer longer and multiple stakeholders are involved in purchasing decisions. These one-on-one interactions are integral to establishing trustworthy relationships and loyalty.
LINKEDIN CONVERSATION ADS
In this spirit, LinkedIn is introducing Conversation Ads, an extension of its Messaging Ads, to deliver a more personal way to interact with marketers. Specifically, Conversation Ads feature a “choose your own path” experience allowing for full-funnel campaigns with customized calls to action spanning product education, webinar signs, and ebook downloads.
Brands can directly add CTA buttons into their Sponsored InMails — or “Message Ads,” as the company now refers to them. By including a variety of options, brands can serve more personalized content catered to the customers’ unique position in the purchase journey translating onto higher-quality engagement.
CAMPAIGN SET UP & ESTABLISHING RELEVANCE IN REAL-TIME
To begin, start with a clear sense of your campaign objective. Are you more interested in driving website visits or lead generation? If answering this presents a challenge, look broader at the larger goals of your business to identify which is a better fit. Once you’ve decided on the objective, you’ll gain access to detailed click and demographic reporting specific to the advertisement type.
Conversation ads can also be paired with features such as Lead Gen Forms and Conversion tracking making it more efficient to turn conversations into conversions. They’re designed for real-time engagement. Put another way, messages won’t be sent unless the prospect is active on LinkedIn and “in the right mindset.”
Objectives aside, when growing an audience for messaging and designing creative conversations don’t overlook who you’re attempting to connect with at the end of the day: humans. They want to be known, respected, and part of meaningful moments.
BRAND USE CASES
Job search marketplace Hired was one of the companies selected for beta testing of the new offering and reported positive results. Specifically, the company pointed to a 5x higher clickthrough rate driven by the simple pivot to allowing customres to choose their own path based on the most relevant CTA to them.
“The level of engagement is pretty wild when you’re able to provide multiple opportunities to click,” said Chase Gladden, Hired’s Growth Marketing Manager.
LinkedIn reports that messages sent on its platform have quadrupled over the last five years. Given this, the update not only makes sense for the platform in catering to this messaging growth, but in the broader context of a fundamental industry shift towards more personal, one-on-one conversations.
The relevancy of personalized messaging
Now more than ever conversations count with regards to top-of-mind awareness. Brands that are anticipating different friction points are better equipped to drive people to make genuine purchasing decisions more quickly. As advertisers battle to cover more digital ground amidst COVID-19, having an easy way to deliver a customized experience for each user is critical and can propel them into years of growth long after the pandemic is behind us.
For more insights, the platform has curated a list of tips and practices on how to create a successful Conversation Ad campaign here. LinkedIn is also running a webinar focusing on the new option and its benefits next month (April 9) titled, “Messaging Strategies for the Modern Marketer: Turning Conversations into Conversions.” Beyond the new ad offering, the session will cover top messaging market trends the industry is experiencing today and how customers are using messaging as part of their larger LinkedIn marketing strategies.
If you attend and are ready to get started, you can browse this collection of templates to help you formulate your overall campaign.
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