LinkedIn message ads allow advertisers to directly reach LinkedIn users via the LinkedIn messaging feature. This enables more personalized and targeted messaging compared to regular LinkedIn ads. Here are some best practices for creating effective LinkedIn message ads.
Define Your Goal
Before creating your LinkedIn message ad, clearly define what you want to achieve. Are you hoping to generate leads, increase brand awareness, or drive traffic to your website? Having a specific goal will inform your overall messaging strategy and help you measure success.
Target Your Audience
Use LinkedIn’s detailed targeting options to reach your ideal audience. You can target by job title, company, industry, interests, group membership, and more. The more precisely you define your target audience, the better your results will be.
Personalize Your Message
Personalized messages perform much better than generic templates. Use merge tags to dynamically insert the member’s name and company to make your message more relevant. Referencing their profile details and mutual connections also helps personalize the pitch.
Keep Your Message Concise
Long messages are likely to be ignored. Craft a succinct message that communicates your value proposition clearly. Get to the point quickly and include a strong call-to-action.
Test Different Subject Lines
The subject line is key for getting your message opened. Test different options to see which generates the highest open rates. Consider using the member’s name, company, or industry to make it relevant.
Follow Up with Connections
If someone responds or connects with you after receiving your message, follow up! Quickly add them to a nurture workflow to build the relationship. Don’t let hot leads go cold.
Measure Results
Pay attention to metrics like click-through rate, conversion rate, and cost per lead to understand what’s working. Continuously refine your targeting, messaging, and follow-up strategy based on data.
A/B Test Your Copy
Try different versions of your messaging to see what resonates best. Test factors like tone, length, offers, and call-to-action. This will help you hone your message for maximum impact.
Follow LinkedIn’s Policies
Carefully review LinkedIn’s rules around sponsored messages. Avoid seeming spammy or salesy. Focus on delivering value, not aggressive pitches.
Coordinate With Other Efforts
Make sure your LinkedIn message ads align with your other marketing initiatives. The messaging should feel cohesive across channels for a consistent brand experience.
Offer Something Valuable
Don’t just pitch your product or service. Offer the recipient something of value like a free guide, checklist, or consultation. This makes them more inclined to engage.
Use Visually Appealing Creatives
Incorporate strong visuals like infographics, charts, or photos to make your message more eye-catching. But don’t make the images too salesy.
Follow Up Beyond LinkedIn
Don’t limit follow-ups to LinkedIn only. Collect lead contact info so you can follow up via email or phone to further the conversation.
Monitor Comments and Reviews
Keep an eye on LinkedIn member comments on your ads. This feedback can reveal messaging missteps or opportunities for improvement.
Use Retargeting Ads
Create retargeting campaigns for members who engaged with your messages but didn’t convert. Tailor your follow-up messaging accordingly.
Know When to Stop
If an ad or campaign isn’t delivering results, pause it. Don’t throw away money on consistently underperforming message ads.
Focus on Quality Over Quantity
Don’t just blast your message to as many people as possible. Target members thoughtfully and craft relevant, personalized messaging for best results.
Experiment with Automation
Consider using tools to automate sending sequences based on member actions. But make sure messaging remains personalized.
Integrate with Your CRM
Sync your CRM and LinkedIn campaigns to automatically capture message ad leads and trigger follow-ups.
Make Mobile-Friendly Creatives
Optimize your images, headlines, and text for small screens. Many LinkedIn users will engage with your messages on mobile.
Use Video Ads When Relevant
Video ads can be highly engaging if they provide value for the viewer. But only use video if it truly enhances your message.
Test Ad Frequency and Timing
Experiment with how often you contact members and what days/times generate optimal engagement. Adjust your sending cadence accordingly.
By following these LinkedIn message ad best practices, you can boost results and build stronger relationships with your target audience. Be sure to continuously test and refine your approach for maximum impact.
