how to use linkedin social media advertising for insurance brokers
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How to Use LinkedIn Social Media Advertising for Insurance Brokers
LinkedIn is a powerful tool for professionals in a range of
different industries. People often call it the “Facebook For
Your Career”... but there’s so much more to it than that.
Using LinkedIn as an advertising platform can be a great way
for you to expand your network, meet people in the insurance
industry, connect with potential mentors and get sales leads.
There are three types of ads that you can create on LinkedIn and it’s crucial that you choose the right format
for your campaign.
1. A sponsored update
It takes the viewer directly to your website by clicking the link
or image. They can also click through to your Linkedin
company page or follow you on LinkedIn.
These adverts attract new followers to your Company, drive
engagement with company-specific content and appear on
mobile devices, tablet and desktop.
Simply create an account that is associated with your
company page on LinkedIn, select that account on the list
and hit the “Create Campaign” button.
Select the tab to choose
“Sponsored Updates”, choose
a name for your campaign and
then choose to sponsor an
update from your page or
create new Sponsored
Content.
2. A text ad
It will only allow the user to click through to your website via
the link or image within the advertisement. These are easy to
create and can be highly targeted. They are fantastic for
budget-conscious campaigns and appear on the top and in the
right rail of many LinkedIn.com pages.
Creating a text ad is simple;
all you need is to select the
relevant account and then click
on the “Create Campaign” button.
Select “Text Ads” and enter a
name for the campaign. All you
will need is a short headline and
description.
3. Sponsored inmail
It sends a targeted and personalised message directly to the
people you select. Inmail messages are only delivered when
the receiver is active on LinkedIn, enabling you to reach out
to prospects when they are most engaged and active.
When you are putting together LinkedIn ads, you can create
different versions and perform tests to see which
descriptions and headlines are most influential.
It’s important to send out your
marketing message to exactly the
right people.
You can select the locations that
you want to include or exclude
in your advertising campaign
and refine the type of person
you want the ad to target.
When you are narrowing down this focus, you’ll notice that
your estimated target audience size will be changing. You can
also click “Audience Expansion” to see audiences that are
similar to the one that you have targeted.
Setting your budget is easy using “Cost per Click” or “Cost
per Impression.” Since you're competing with other
advertisers, there isn't a set cost for an ad campaign as it's
auction based and not guaranteed inventory.
To control the expenditure, either set a budget for the
maximum total amount you want to spend each day or set
the maximum amount you want to pay for each click or
every 1,000 impressions.
Campaign Manager shows you a suggested bid range,
representing an estimate of the current competing bids by
other advertisers targeting the same audience. Generally,
the higher you bid in this range, the more likely you are to
receive clicks and impressions.
The crucial next step in your campaign will be to review the
analytics and see how your adverts are performing.
The analytics will allow you to compare the performance
between your text ad campaigns and sponsored updates.
This information will allow you to edit your ads, change the
audience that you are targeting and adjust your budget if
necessary. The high level of customisation makes it an
extremely effective way to spread the word about your
insurance services.
Want to better understand the power and process of lead
generation for insurance brokers? Take a look at our guide
“Social Media for Insurance Brokers: The Ultimate Guide to
2017.”