Hi there,
Thanks for reaching out! Happy to give you some initial thoughts and guidance on your LinkedIn ads. It sounds like you're aiming for a larger, national client base for your corporate event planning business, and you're finding your LinkedIn ad performance isn't where it needs to be. A low click-through rate (CTR) is a common challenge, but definitely fixable.
We'll need to look at ad copy and visual appeal...
Your ad copy and visuals need to immediately grab attention. Think about it from the perspective of a corporate decision-maker. They're bombarded with information daily. What makes your event planning services stand out? Are you offering a unique angle, innovative technology integration, or a proven track record of success with similar large-scale events? Generic language won't cut it. Be specific, be bold, and highlight the tangible benefits you bring to the table. I remember one campaign we ran for a luxury brand launch, where we generated 10 million views using compelling visuals. Maybe you can use more video? Or professional-looking photographs.
Consider A/B testing different ad copies and visuals to see what resonates most with your target audience. Experiment with different headlines, body text, and calls to action (CTAs). Ensure your visuals are high-quality and professionally designed to reflect the sophisticated nature of your business. It's worth getting a photographer in just to give that extra touch.
Also, don't forget the power of storytelling. Use case studies or client testimonials to showcase your expertise and success in delivering exceptional corporate events. Share compelling stories that highlight the impact your services have had on past clients' businesses. A video testimonial can be really effective.
I'd say you need to improve your target audience...
LinkedIn offers robust targeting options, and it's crucial to leverage them effectively. A broad, untargeted campaign is likely to result in wasted ad spend and poor results. Think about your ideal client profile. What industries do they operate in? What job titles do they hold? What are their interests and professional affiliations?
LinkedIn allows you to target by company size, industry, job function, seniority, skills, and more. Use these filters to narrow down your audience and ensure your ads are reaching the right decision-makers. For instance, if you're targeting Chief Marketing Officers (CMOs) at Fortune 500 companies, specify that in your targeting settings. I recall one software client we worked with; we targeted B2B decision makers on LinkedIn and achieved a cost per lead of $22.
Don't be afraid to experiment with different audience segments to identify the most responsive groups. You can also create custom audiences based on website visitors, email lists, or engagement with your previous LinkedIn content. This can help you retarget warm leads and nurture them further down the sales funnel.
You probably should test different ad formats...
LinkedIn offers a variety of ad formats, each with its own strengths and weaknesses. Experiment with different formats to see which ones perform best for your corporate event planning business. Sponsored Content ads are great for sharing informative articles, blog posts, or case studies that demonstrate your expertise. Lead Gen Forms can be used to capture leads directly from your ads, making it easy for prospects to inquire about your services. Message Ads are ideal for sending personalized messages to targeted individuals, but should be used sparingly and with a clear value proposition. Video ads can work well to highlight your approach and processes too.
Carousel ads allow you to showcase multiple images or videos in a single ad, which can be useful for highlighting different aspects of your event planning services or showcasing a portfolio of past events. Test different ad formats to determine which ones resonate most with your target audience and drive the desired results. Be sure to split test so you can measure what works best and what doesn't work at all. And remember, it's not just about impressions; it's about getting the right impressions.
You'll need to adjust your bidding strategy...
Your bidding strategy can significantly impact your ad performance and cost per click (CPC). LinkedIn offers various bidding options, including automated bidding and manual bidding. With automated bidding, LinkedIn's algorithm automatically sets your bids to maximize your results within your budget. With manual bidding, you have more control over your bids and can adjust them based on your target audience, ad format, and performance data.
If you're new to LinkedIn advertising, automated bidding can be a good starting point. However, as you gain more experience and data, you may want to switch to manual bidding to optimize your bids for maximum ROI. Regularly monitor your ad performance and adjust your bids accordingly. If you're seeing a low CTR, consider increasing your bids to improve your ad's visibility. If you're seeing a high CPC, try lowering your bids or refining your targeting to reach a more relevant audience. This all requires constant monitoring, and it's best to set up a dashboard for that.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Ad Copy and Visuals | Focus on specific pain points of national corporations, showcase expertise with case studies, and A/B test different ad creatives. |
| Target Audience | Refine targeting by job title, industry, company size, and interests to reach the right decision-makers. |
| Ad Formats | Experiment with Sponsored Content, Lead Gen Forms, Message Ads, and Carousel ads to determine which formats perform best. |
| Bidding Strategy | Start with automated bidding, then switch to manual bidding to optimize for ROI, and adjust bids based on ad performance data. |
Scaling a corporate event planning business to attract larger, national clients through LinkedIn advertising requires a strategic approach that combines compelling ad creatives, precise targeting, and continuous optimization. Whilst everything I've mentioned should get you going, remember that it can be a lot to do all by yourself. If you are struggling, and don't have the time to dedicate to it then engaging an expert can be a wise choice. And of course, working with someone who's seen it all before can save you a lot of time and money in the long run. It also frees you up to get on with what you are good at: event planning.
If you think you'd like more help or have questions, we're happy to offer a free consultation - it can be really helpful to have a quick chat about where you are and where you want to be, and how we could help you get there.
Regards,
Team @ Lukas Holschuh
