LinkedIn ads allow businesses to target specific audiences and start conversations with potential customers. Writing effective conversations for LinkedIn ads requires understanding your target audience, crafting compelling messages, and optimizing for conversions.
Understanding Your Target Audience
The first step is researching your target audience on LinkedIn. Look at audience demographics like job title, industry, seniority level, and location. Also examine interests, skills, groups, and content they engage with. This will reveal what matters most to your audience.
You can create LinkedIn audience templates to save different target audiences. For example you may have an audience template for C-level executives in the software industry and another for entry-level corporate recruiters. Understanding the unique needs of each audience will help craft tailored conversations.
Key Questions to Ask
- What are their day-to-day responsibilities and challenges?
- What topics and issues do they care about?
- What goals are they trying to achieve in their roles?
- What objections might they have to your offering?
Spending time researching your audience will pay dividends when figuring out how to speak directly to their needs and motivations.
Crafting Compelling Messages
Once you understand who you want to reach, the next step is crafting your message. Your message should pique their interest, speak directly to their needs, and motivate them to respond.
Keys to an Effective Message
- Personalization – Use their name, company, industry, etc.
- Relevance – Focus on issues that matter to them.
- Empathy – Demonstrate you understand their perspective.
- Value – Communicate the concrete benefits of engaging.
For example, instead of a generic message you could say:
“Hi [Name], as a [role] at [Company], I’m sure you’re looking for ways to [achieve a goal] without [friction point]. Our [offering] is designed specifically for [industry] leaders like yourself to help [achieve goal] while avoiding [friction point]. Click below to schedule a quick call to see if we’re a good fit.”
This shows you did your research and grabs their attention with relevant personalization and value. Test different messages with small batches to see what resonates best with your audience.
Optimizing for Conversions
Getting responses and conversions from your LinkedIn messages requires optimization. Here are some key optimization tips.
Calls-to-Action
Include a strong call-to-action (CTA) that makes it easy for them to respond, like “Click here to learn more” or “Reply YES to schedule a call.” Make sure the CTA includes a link or clear instruction.
Subject Lines
You have limited space for your subject line. Get straight to the value with subject lines like “Reduce churn in 30 days” or “Does your website convert visitors?” Asking questions also works well to spark interest.
A/B Testing
Try different messages, subject lines, CTAs, etc. and A/B test them to see which ones convert best. You can even A/B test sending messages at different times of day or days of the week to optimize timing.
Lead Scoring
Use lead scoring to identify your warmest prospects based on engagement with your ads and brand. Focus your messages on users with high lead scores.
With continual testing and optimization, you’ll hone your LinkedIn conversations for maximum results. Monitor response rate, CTR, replies, and conversions in LinkedIn Campaign Manager.
Examples of Effective LinkedIn Conversation Ads
Here are two example conversations and subject lines that demonstrate the strategies discussed:
Example 1
Subject: Looking to cut churn Henry?
Hi Henry,
As an SVP of Customer Success at Acme SaaS, I bet you’re looking for ways to reduce customer churn.
Our real-time churn prediction platform is designed specifically for SaaS leaders like yourself. It uses AI to flag at-risk customers so you can proactively prevent churn.
I’d love to show you a quick demo and discuss if we’re a good fit. Reply YES if you’re interested in learning more.
Example 2
Subject: Your website’s conversion opportunity
Hi Michelle,
As Acme Corp’s VP of Marketing, I’ll bet you’re looking for ways to squeeze more conversions from your website.
We work with leading retailers like Acme to optimize on-site conversion rates using advanced analytics, personalization, and Exit Intent technology.
I’d be happy to provide a custom analysis of Acme’s website and share optimization recommendations in a quick 15 minute call. Simply reply YES to schedule.
Let me know if you’re interested!
Conclusion
Writing effective LinkedIn conversations requires understanding your target audience, crafting relevant personalized messages, optimizing for conversions, and continually testing and improving. Focus on grabbing their attention in the subject line, speak directly to their needs and goals, and make it easy for them to respond or learn more. With a strategic, optimized approach to your LinkedIn conversation ads, you can drive more high quality leads and opportunities.