When reviewing your pay-per-click options, Google by far gets the bulk of the attention (and revenue).
Google, Bing / Yahoo, and other search-based PPC models are powerful in that they tie the audience’s topic of interest to the marketing message. But what if you’re looking for an online marketing solution that allows for better audience segmentation?
What if you’re a B2B marketer whose ideal prospect is the CMO of an Ohio-based Financial Services Company with 50+ employees?
It could be the difference between generating a lead with a $1000 annual marketing budget and a $1,000,000 annual marketing budget (i.e. someone with the cash and authority to invest in your solution?)
That’s where a service like LinkedIn has an advantage. With 98,213,000+ active members, LinkedIn has a huge audience.
But, what LinkedIn allows you to do is target a select group of their members to develop a pool of highly qualified candidates for your marketing message.
Using their audience segmentation tools, you can craft a high-response marketing campaign that gets you the biggest bang for your marketing dollar. So if your online marketing goal is about generating quality leads that maximize the time & effort of your sales team vs. generating a mass of generic inquiries, you might want to look around at options like LinkedIn and other profile based PPC services.
Summary of the Benefits:
- Targets by profile – (Company Size, Job Function, Industry, Seniority / Title, Gender, Age, Geography)
- Low (relative cost) – Both in fewer wasted clicks and in lower ‘cost-per-click’
- Ease of implementation – Follows the model of Google, Bing & Facebook in allowing you to enter headline, body copy, target URL and (in this case) image to your message.
Check out LinkedIn’s pay-per-click site to learn more.
Have you had success (failure) with LinkedIn? We’d love to hear what you think….
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