K atie c ouric

Content Strategy for LinkedIn Ads
Think of your LinkedIn ads as a source of creating initial contact with
potential clients. And just like when reaching out to people through
messaging, you should use your ads to provide value to your customer
before asking them for anything. Don’t send out messages that directly ask

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people to call you or buy your service. You must begin by providing value
to foster a connection and build up loyalty with people to demonstrate that
you actually know what you’re talking about. Provide potential customers
with information that solves a problem or gives them insight on how to
solve specific problems. With that strategy, you earn credibility and trust,
which helps you move on to the next steps.
Again, LinkedIn ads are expensive, so you want to align with buyers’
needs right away, which is difficult because oftentimes people don’t know a
lot about your business (people like this are referred to as “cold traffic” for
those who speak marketing). Wilcox’s team approaches this by introducing
cold traffic to valuable offers that can make their jobs easier. It’s a form of
programmatic advertising where you offer your client something of extreme
value in exchange for their email address or other pertinent information. By
giving them valuable information at the onset you build credibility and
trust.
Also, just like on the Facebook platform, you want to create ads that
people click on because it helps lower your cost in the auction. When you
have a great piece of content that gets a really high click-through rate,
you’ll have a better quality or relevancy score. Wilcox says that with a high
relevancy score on LinkedIn, your cost per click can drop 20 or 30 cents, so
the quality of your content is extremely important.
You need to give your audience something that’s interesting enough to
get clicked on. LinkedIn really values their community and won’t push poor
content. If people don’t resonate with what you put out, they’ll shut your ad
off or cut down the amount of people that it’s exposed to. If you have a
great piece of content that people do engage with, on the other hand,
LinkedIn will keep pushing it out.