Encourage participation in B2B events with LinkedIn advertising
For the fourth Marketing Theater session on Day 1 at International Confex 2021 on September 1, Eleanor Bougie-Smith, Chief Digital Officer at SocialB, explained how to harness the power of LinkedIn ads to attract target audiences to events.
Bougie-Smith said LinkedIn offers great audience targeting and is helpful in breaking down audience demographics. This targeting can include location, company name, size, followers, and fields of study.
Bougie-Smith also discussed how to effectively use budgets to attract people to events. “It’s not about attracting the masses, it’s about attracting the right audience,” she said.
She added that the more information you add to targeting, the more LinkedIn can guide you on your average spend and CPC (cost per click). “Really think about how you will allocate your costs across multiple campaigns,” she said. “Think about what you really want your audience to do in terms of engagement,” she said.
As for creating engaging content, Bougie-Smith said it’s always about targeting and personalization. She encouraged the use of wording that grabs the audience’s attention and resonates with them, as well as an image or video that grabs their attention. A strong call to action that focuses on one main area is also an effective technique, she said.
“There’s nothing wrong with looking at your competition to see what they’re doing,” she said. “Don’t just copy them, get inspired a bit. “
Bougie-Smith concluded the session by emphasizing the importance of tracking and communicating KPIs (key performance indicators) and measuring success. She said it would help continuously improve approaches and strategies for attracting audiences to events.