LINKEDIN ANNOUNCES 3 NEW CAMPAIGN OBJECTIVES: The world of digital advertising never stops. Businesses have more complex goals and platforms like LinkedIn are trying to meet these goals with new campaign objectives. The first is Brand Awareness — aimed at getting your ad the most views, or impressions, on a cost per thousand (CPM) model. This goal is to get your ad seen and viewed by a wide, broad audience to improve brand recognition and mind share. Website Conversions is the second type of new objective rolled out by LinkedIn. With it, you’ll gain better clarity into how many people viewed your ad, how many people clicked through your ad to your landing page, and the conversion rate of ad views to clicks. The third type of new objective is Job Applicants. This is a solution for businesses who are trying to drive more traffic to their job application postings on LinkedIn or even the job listing on their own website.
Why you should care: Remember that LinkedIn is owned by Microsoft who will do anything to keep pace with Google and Facebook in the digital advertising sphere. That means for enrollment teams, LinkedIn will continue to adapt and change. The addition of the Website Conversions campaign objective is the most applicable to the prospective student’s journey where opportunities to advertise timely content to active young professionals or current students is abundant. Although LinkedIn is a bit more expensive than Facebook, 65% of LinkedIn users are between the ages of 18-35 years old. Now there’s a great opportunity.
TO MAKE THE BEST LANDING PAGE, IT NEEDS TO BE FLAWLESS: Effective landing pages come at about a dime a dozen. Digital advertising, social media marketing, and email marketing are rendered useless if your landing pages are not optimized. Landing pages are all about creating simple, clean conversion opportunities with forms to collect visitors’ information. Use sleek and simple designs, like eye-catching images, contrasting button and background colors, and compelling copy. Secondary conversion opportunities are also key. Keep your forms short and build in trust signals, like quotes or snippets from the resource you promise to offer.
Why you should care: You’ve worked extremely hard to get prospective students to your landing page for your upcoming event or eBook. The last thing you want is for them to get distracted or even worse, bounce from the page altogether. Remember, that the primary goal of your landing page is to make it as easy as possible for students to convert. Ensure all of your landing pages are optimized by following these 9 tips.
EVERY CONTENT MARKETER’S FAVORITE QUESTION: Twitter recently conducted a study of 55 different campaigns on its platform to determine which ones performed the best. It ranked campaigns based on user/viewer results like clarity, enjoyment, and ultimate sale. Twitter determined there are 3 key factors to why some campaigns outperform the competition. The first factor is brand visibility. The more branding elements (logos, fonts, images) used in an image or video (without being too “in-your-face”), the better ROI. The second factor is that the post or ad needs to be functional and informative without requiring sound. This is especially crucial for videos. The third key is to remember to link to your service or product in the copy of the post and to use language that logically carries over from the video or image to the copy of the post.
Why you should care: Twitter has basically given us the winning formula for posting both organic tweets and paid content on its platform. For enrollment teams not currently using video on social media, you’re a large step behind. But to those who are, make sure prospective students can understand your content without audio. Ensure images of students in a classroom or post about an upcoming graduate fair have your school’s brand logo and colors on it. Twitter’s given us the recipe for a successful post, now we just need to add all of the right ingredients.