10 Proven Steps to LinkedIn Ads Success in 2023
From sponsored content to Matched Audiences and everything in between, here's what you need to know to create effective LinkedIn Ads in 2023....
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Picture it: You’re the owner of a new bakery. You make everything from scratch, and your customers love your goods. But you’ve got competition: from a grocery store down the street to other shops offering similar treats.
How do you do it? Through brand advertising.
Brand awareness helps companies can create life-long customers who are loyal to your business. Here, we’ll show you how branding factors into marketing, and ways to create an impeccable advertising strategy that enhances your reputation. Grab a croissant and let’s dig in.
I recently came across a LinkedIn post from Matt Kerbel, the VP of Marketing at real estate company Homie, that resonated. He wrote, “Branding is the place brands occupy in our psyches because they’ve consistently shown up and lived up to their promise and values.”
If marketing is what gets you in the door, he added, then brand is what keeps you there.
Brand marketing is a form of advertising that puts your brand front and center along with your products or services. The aim is to build a customer relationship that’s directly tied to your brand. The brand is the hook that makes customers loyal to a certain product. Your brand, after all, is the face of your company.
Some ways you can make your particular brand unique include:
Regardless of the ad style, one of the main goals of brand advertising is to make your company stand out from competitors and their ads.
It’s crucial to portray a clear and direct message to the consumer, while tying that message back to your company. The message should work to resonate with your target audience on an intellectual or emotional level as well.
Creating that connection with your consumer helps foster a sense of emotional attraction to a brand. Instilling brand loyalty also requires a degree of influence over consumers. Your ad can teach them about something or entertain them through humor.
Create an alternative strategy that’s more unique and interesting than rival brands. (Image via Unsplash)
If there was a sure-fire way to get your prospects to take a desired action, all businesses would be doing it!
But although there’s not “one weird trick” that works across the board, there are steps you can take to better position your ads to influence customers.
These steps include:
To further influence customers, you can use the “foot in the door” technique. It’s a tactic that asks the customers to submit to a small request before asking them to commit to a larger one.
The “foot in the door” strategy can be a highly effective marketing method. People who submit to small commitments are more likely to make bigger commitments, according to psychology experts.
You can distinguish your brand by thinking outside the box. OK sure, but what exactly does that mean?
For starters, look at your competitors. How can you do things differently, or reach your target audience in a fresh, new way? It can be scary to try to reinvent the wheel, but look at this as a great opportunity to get creative.
If a competitor isn’t on social media, you can create a compelling campaign that attracts online visitors. You can also hold a fun contest on social media where you can give prizes to winning participants, or partner with a popular industry influencer.
If you’re still stumped, take a cue from your current customers. For example, makeup brands like CoverGirl began tapping male-identifying beauty influencers for their campaigns after noticing their growing popularity on social media.
Retail company Dick’s Sporting Goods announced a women’s initiative to help support more women in sports and appeal more to that demographic.
Customer awareness attracts more people that will stick with your brand for years to come. (Image via Unsplash)
Before you start mocking up a marketing campaign, make sure you’ve got a firm grasp on your personas. Create a full profile of your customers to understand their wants and needs. When creating a profile, try to answer these questions:
From there, you can craft an appropriate marketing strategy that’s tailored to a specific audience. It’s a better (and more cost-effective) alternative to reaching out to a general audience across the country who may or may not be in the market for your product.
Plus, catering to a targeted audience allows you to mention specific problems that are common with a certain group.
A marketing campaign will not be as successful as it can be unless it establishes trust and credibility.
Brand exposure also requires a stellar first impression that makes an impact on the consumer. Turn your brand campaign into something that sticks with potential customers.
This is where consistency comes into play. An ad campaign with the same designs and fonts distinguishes your campaign from others. Not only that, but it may also cause consumers to recognize your company more easily.
The most important factor in brand advertising is understanding your audience and what’s likely to resonate with them. By knowing your customers, you can create a precise campaign that targets a demographic of your choosing in a way that feels personalized to them.
Regardless of your demographic, creating a compelling campaign with appealing visuals and unique designs will attract eyeballs. From there, your campaign must also include a consistent theme in every ad to establish credibility and build the brand awareness you seek.
Interested in taking the next step in your brand advertising endeavors? Learn how to create a marketing campaign that builds brand trust.
This post has been updated and was originally published in February 2020.
From sponsored content to Matched Audiences and everything in between, here's what you need to know to create effective LinkedIn Ads in 2023....
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