-
Is it worth promoting a competition through a Linkedin campaign?
So we’re planning on doing a giveaway through a Linkedin campaign. We’re an animation company who provide services to other companies, specifically within the medical/science industry. That’s why we want to use LinkedIn, where it’s easier to target specific audiences, especially industries.
So the giveaway takes the user to a landing page where they fill out their email, name and idea about an animation through a form. We usually charge for both the storyboard and animation, but in this campaign we give away the storyboard for free, with the option to purchase the animation for a cheaper price.
What’s the best way to structure this campaign (objective, ad format, etc.)?
-
1 Reply
-
I found LinkedIn was ultra expensive CPC, and not worth the money. You can target the same people via Facebook/IG/Twitter for a fraction of the price.
I’ll go further;
We ran in parallel a Lead Campaign on LinkedIn to one audience (CFOs) with a FB Lead Campaign to the same type of audience.
Both pointing to the same funnel.
LinkedIn: CPC 7-12$, CPA: 200$
Facebook: CPC: 0.15$ CPA: 2.35$
-
This is interesting but there are a few reasons why “contests” and “giveaways” fell out of vogue on social. And idk if they were ever worthwhile on LinkedIn.
It’s a good place for your target market, but what your describing seems like you could run it as a content offer.
I could be wrong about your business model, but how about:
EVERYONE who applies gets this free storyboard, which is usually part of the paid product.
One lucky contestant gets a storyboard and free animation.
So on one level, they are entering for a chance to win.
On another level, they are getting the storyboard no matter what.
For the ads themselves, you don’t want to be too “giveaway” ey. I’d lean into the guaranteed free storyboard, and test a few creatives that pushed the “chance to win”.
Creative?
I would do videos that are samples of the firms animation works, along with audio and subtitles of customer testimonials.
Or videos about some of the problems that are related to the studio’s work (trouble with video marketing, production teams in the specific industries, etc.)
Those ads could be distributed as video view ads, then you could use still images to retarget people who watched the video.
The still image ads would be more “salesy” and draw attention to the “giveaway”.
Let me know if you move forward with this! I’d love to help if I can.
Come over to r/demandmyths with any follow up questions!
Source: I am a paid media strategist with 2+ years experience running LinkedIn ads for b2b services and SAAS.
-
I’m at the point with LinkedIn where I’d rather run a campaign organically than use their ad platform. If you have a strong following for your page or your personal profile, you can get just as much return for no cost.
They key here is understanding the LinkedIn algorithm and managing the posts like a project manager. I’m happy to share more details 1-on-1 but LinkedIn has become a great organic content platform where you can reach a whole new audience. Hell, I can point to about $60k in new business I’ve gotten over the past 6 months thanks to a good organic content strategy.
Log in to reply.