Best use cases for LinkedIn Ads

Today we are going to explore some of the best use cases for LinkedIn Ads, aiming to be practical if you use this platform for your paid media strategy.

➡️ Strategies for Direct Sales (getting sales or leads to then sell to them directly):

📌 Exclusive or Limited Offers:

This tactic works especially well when combined with good segmentation, targeting professionals actively looking for specific solutions. For example, a software company offers a 30-day free trial of their product, aimed at IT directors in medium and large enterprises.

📌 Retargeting:

Allows companies to recapture the interest of users who have already interacted with their ads or visited their website. This technique is particularly useful for products or services with long purchase cycles, such as financial services or enterprise software.

➡️ Strategies for Indirect Sales (getting app downloads, reach, interaction, lead magnets to then progressively obtain advanced MQLs and SQLs):

📌 Sharing Educational Content:

LinkedIn is an ideal platform for sharing articles, guides, and in-depth analyses on topics relevant to your audience. This type of content not only positions your company as a thought leader but also educates your audience and builds trust, paving the way for future business interactions.

📌 Infographics and Short Videos:

These are excellent for explaining complex concepts and offers in a visual and easy-to-understand manner. These content formats are especially effective on LinkedIn, where professionals seek quick and useful information they can apply to their daily work.

📌 Success Stories and Testimonials:

Presenting customer success stories and testimonials is a solid strategy to demonstrate the value of your products or services. These contents should show tangible results and positive experiences, which can be very persuasive to other potential customers.

The key to success with LinkedIn Ads lies in understanding your audience's needs and using LinkedIn's segmentation capabilities to reach the right professionals with the right message. Strengthening the relationship with your B2B audience will increase your conversion rates.

*Advanced MQLs are those MQLs that fit the potential target and buyer persona, have interacted with the brand or its content, and also show commercial interest, as they have visited BOFU (Bottom of Funnel) pages (product pages, offer pages, add to cart, etc.). There are also very advanced MQLs, who are those MQLs that have actively requested to be contacted by the sales team or are seeking personalised advice; it must also be verified that they match the buyer persona.

*SQLs, from all the MQLs, are those that really fit the profile, thus avoiding those who make mistakes or lie when entering their data, verifying them manually through the sales team.

La fórmula para anuncios que funcionan en redes sociales

Did you know why some ads on Facebook and Instagram stand out more than others? 🤔 Here’s a revelation about the order in which most people interact with ads in their feeds:

1. Ad Creativity: It’s the first thing that captures attention. An image conveys more information than a thousand words.

2. Headline: Acts as a bridge, contextualizing the ad’s creativity.

3. Primary Text: Provides the necessary context, digging into the details.

And, how should we really systematize the process behind our ads to ensure that each element works harmoniously and achieves the desired impact? 🛠️ This would be the approach I like to use:

1. Headline: Start with a clear description of the offer. Make your audience want to know more.

2. Primary Text: Provides more context and information.

3. Ad Creativity: Ends with a visual punch that captures and retains attention, sealing the message of your ad.

This inverted strategy emphasizes the importance of having a clear and direct message from the beginning, guiding the visual creativity to complement and reinforce that message, not the other way around. ✍️

Raising and Evaluating Brand Awareness: A Guide for Digital Marketers

Brand recognition over the long term is like the lighthouse guiding consumers towards your products or services. But how can you ensure this lighthouse shines bright and far enough? Moreover, how do we measure its brightness in a sea of competition and distraction? This post will delve into the details of increasing and measuring brand recognition, breaking down proven strategies and metrics every digital marketing professional should know.

📈 How to Increase Brand Recognition

Your brand's notoriety is like the echo of your presence in the market; to amplify it, consider the following:

1. Conduct satisfaction surveys: Surveys are tools that help you understand how your brand meets or exceeds your customers' expectations. This not only helps you improve aspects related to your offering but also strengthens the relationship with your customers, showing that you value their opinion and are committed to improvement.
   

2. Listen to your customers: Monitoring what is said about your brand at various touchpoints can give you valuable insights. This approach is not limited to collecting direct feedback but also involves analysing conversations on social media, forums, and reviews. The key here is not to avoid feedback fearing it will be negative; being open to change where it truly matters is what will most transform your brand's perception.
   

3. Know your market: Understanding the needs and desires of your audience is crucial. Studying your market allows you to identify real trends, anticipate demand, and adjust your strategy to remain relevant.

Extra tip: To know if a trend is real or not, the most important thing you can look at is whether people who buy a product or service actually use it frequently, rather than just keeping it as a "decoration".

🔍 How to Measure Brand Recognition

Measuring brand recognition is not about counting mentions on social media; it involves understanding the depth and quality of brand perception among your audience. Important metrics include:

✅ Notoriety: Measures the degree of brand awareness: how many people know it and how many do not. It's a straightforward variable: either it is known or it is not.

To measure this, you must ask potential customers in your sector very directly: "Tell me shoe brands you know," for example, or have them recognize 10 different logos of competitors within the same sector.

✅ Esteem: This is the level of satisfaction associated with your brand.

Does it meet expectations?

Has it fulfilled its promises?

If the answer is yes, the brand will have a high level of esteem. A high esteem level indicates that your brand is well-regarded.

If the answer is negative, actions should be taken to prevent the business and sales from being affected by a spillover effect.

✅ Relevance: This is very much linked to the emotional importance of your brand.

For example, imagine a digital marketing agency. With every important milestone/project completed, they directly ask their clients if they deliver on what they promise, which is, essentially, what their brand or motto conveys.

Then, they conduct testimonial recording sessions to extend their clients' satisfaction and their company philosophy. This essentially deals with whether you are making your clients' satisfaction known or not.

✅ Differentiation: Differentiation is the degree to which the brand fulfils its role related to the area it extends to.

If the area, as in the earlier example, is "digital marketing agency," we need to verify that our client recognizes us as part of that area. Or better, as the leading company in it.

Otherwise, we are not communicating well.

✅ Familiarity: A brand has high familiarity when the customer knows what it can do for them.

For example, if a service company's brand has 10 different services and the customer knows 9 of them, it has high familiarity. However, if a shoe brand offers heels, sneakers, ballerinas, and boots, but its customers only know about the boots, the brand has low familiarity.

✅ Engagement: Engagement is the ability of a person to be an ambassador for your brand or to speak positively about it without a commercial or professional link.

🎯 Loyalty...

And this is the climax of brand notoriety, getting people, on their own initiative, to become ambassadors of our products or services; that is, to sell them for us at no cost, just because they feel a strong bond.

This is not easy, I know.

There are brands you may consume daily, but with which you feel no connection.

The highest degree of recognition is achieved, in addition to constant work and consistency, with values and philosophy.

Human nature makes us need to understand better the things that affect us daily.

And brands are already part of our vital environment.

Therefore, today, generating an emotional bond is fundamental to growth; otherwise, we will just be a completely replaceable vending machine.

When we have studied the aspects mentioned before, we can know how deep brand recognition can be. Thus, we can analyse season after season the increase in reach with our actions.

It is advisable to maintain the brand permanently, which allows us to check the performance of our marketing actions and detect things to improve.