Lead Generation with LinkedIn Sponsored Content

October 03, 2017 / By Bruce McDuffee
LinkedIn Sponsored Content Checklist

LinkedIn Sponsored Content is a great tool for lead generation. This checklist will walk you through the process of setting up sponsored content starting with the strategy and covering each detail all the way through to measurement and evaluation.

What you’ll need before you can start

__  A LinkedIn personal page

__  Admin privileges for a Company Profile page

__ A credit card to open an Advertising Account


These are the steps to complete for creating and launching a LinkedIn Sponsored Content advertisement:

__  Determine your objective for the ad, e.g. increase awareness, generate demand, generate leads, add opportunities to the sales funnel. Consider collaborating with your relevant stakeholders. Be sure you are able to measure results against the chosen goal.

__  Define the target audience. (learn more about targeting)

__  Define the offer. The offer will depend on your objective. For example, if your objective is to generate leads, you will have to offer a compelling piece of content with high enough value to incentify ad viewers to provide their contact information.

__  Create a Company post based on the decisions made in the previous 3 steps. Hint: be sure to use an image.

__  From the Company page, click on the Admin Tools drop down (upper right corner) and select ‘Sponsor Your Updates’. This takes you to the Campaign Manager

__  Click on the ‘Add Account’ blue button in the upper right corner and go through the steps to create an account. Skip this step if you already have an account set up.

__  Your new account should be listed on the Campaign Manager page now. Click on the account name to open the Campaign Page.

__  Click on the ‘Create Campaign’ button in the upper right corner.

__  Choose the top option, “Sponsored Content - Engage your target audience in the LinkedIn feed and beyond” by clicking on the word ‘Select’.

__  Give your campaign a meaningful name, select the audience language.

__  Choose the top option, “Send people to your website or content” and click the ‘Next’ button in the lower right corner to go to the Ad Content page.

__  All of your Company page posts should be listed here, including the one you just created. Select the post you just created and first, click the ‘Save as Draft’ button, then click the ‘Next’ button to go to the Audience Creation page.

__  Choose and define the specific attributes you identified with your stakeholders to select your audience. As you select and define the attributes, you’ll see the total number in the vertical column on the right side of the page. Note you can also exclude specific members of the audience. You can even upload a list of specific accounts of contacts to define your audience. Click ‘Next’ to go to the ‘Budget & Schedule’ page.

__  Choose the bid type, cost per click (CPC) or cost per thousand impressions (CPM). Your choice will depend on the objective you chose and your offer. CPC is ideal for lead generation and CPM is a good choice for increasing awareness.

__ Select you daily maximum budget, bid amount, start date, total budget, and end date.

__  At this point, you are ready to go. You can save the campaign as a draft or launch it immediately.

__ Check back in 24 - 48 hours to see if your ad has been approved by LinkedIn.

__ After your ad has launched, check in on the performance and update the ad as needed to meet your objectives.

 

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Download the quick and easy abbreviated checklist.

 
 

Not sure what to offer your target audience? Consider a high value piece of content.

Request a free content audit from MMG.

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