Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on advertising your student information system MVP, especially on LinkedIn. It's good you're focusing on validating those core assumptions early on – saves a lot of wasted effort down the line.
We'll need to look at segmentation...
Right, first thing's first: segmentation. You mentioned targeting school administrators and IT staff, which is a good start. But "school administrator" is a pretty broad brush. Think about the specific roles within those groups that would be most involved in a decision like this. We're talking Head of Admissions, Director of Technology, IT Manager, Curriculum Coordinator, even the school business manager. The more specific you are, the better your targeting and the less you'll waste on irrelevant impressions.
Consider creating distinct campaigns tailored to each of these micro-segments. Each campaign should address their specific pain points and highlight the benefits of your student information system that directly address those pain points. What keeps them up at night? Compliance headaches? Inefficient data management? Integration issues with existing systems? Your ads need to speak directly to these concerns.
I'd avoid targeting very senior staff like "Head Teacher" as they are likely more focused on other priorities.
I'd say you need to focus on value propositions...
Next up, let's talk value propositions. Don't just list features. Focus on the *outcomes* your system delivers. How does it make their lives easier, improve student outcomes, or save the school money? Think in terms of:
- Streamlining administrative tasks
- Improving data accuracy and reporting
- Enhancing communication between staff, students, and parents
- Ensuring compliance with regulations
- Providing a user-friendly interface for all stakeholders
Each segment will respond to different value props. IT staff will likely be more interested in integration capabilities, security features, and ease of maintenance. Administrators will care more about efficiency gains, compliance, and the impact on student performance. Make sure your ad copy and landing pages reflect these differences.
I remember one B2B software campaign we worked on where we saw a significant decrease in cost per lead, down to $22, when we refined our LinkedIn targeting to focus on decision-makers. This targeted approach allowed us to reach the right audience and improve our ad relevance.
You probably should test ad formats...
LinkedIn offers several ad formats. For your purposes, I'd recommend testing a combination of:
- Sponsored Content ads: These appear directly in the LinkedIn feed and can include images, videos, or carousel formats. Use these to tell a compelling story about your system and its benefits.
- Lead Gen Forms: These allow users to sign up for a demo or request more information directly from the ad, without having to visit your website. This can be a great way to generate leads quickly and easily, especially on mobile.
- Text Ads: Appear at the top or side of the LinkedIn page. Less visually appealing but are really cheap. You can test value propositions here.
Sponsored content campaigns usually give the best results for B2B if done well. Lead Gen Forms could be a decent option as well - just make sure you follow up with leads right away.
You'll need a landing page...
Okay, this is really important: make sure your landing page is optimised for conversions. It should be clear, concise, and focused on the specific value proposition you're promoting in your ad. Include a clear call to action (e.g., "Request a Demo," "Sign Up for a Free Trial") and make it easy for visitors to convert.
A few things to keep in mind:
- Mobile-first design: Most people will be viewing your landing page on their phones, so make sure it's fully responsive and looks great on smaller screens.
- Fast loading speed: People are impatient. If your page takes too long to load, they'll bounce.
- Social proof: Include testimonials, case studies, or logos of well-known schools that are using your system.
- A/B testing: Continuously test different headlines, copy, images, and calls to action to see what works best.
Also, make sure you track everything! Set up conversion tracking in LinkedIn and Google Analytics so you can see which ads are driving the most leads and which landing pages are converting at the highest rate. This data will be invaluable for optimising your campaigns over time. If you can, try to implement call tracking - this will help you attribute conversions from calls back to the ads. You can also setup offline conversion tracking. This is more technical and will require you to upload data to the ad platforms from your CRM.
I've detailed my main recommendations for you below:
| Area | Recommendation | Reason |
|---|---|---|
| Targeting | Refine job titles (e.g., "Director of Technology," not just "IT Staff") | Reduces wasted spend, reaches decision-makers directly. |
| Value Proposition | Tailor messaging to specific roles (IT cares about integration, Admins about compliance) | Resonates more strongly, increases engagement and conversion rates. |
| Ad Formats | Test Sponsored Content and Lead Gen Forms. | Captures attention in the feed, simplifies lead capture. |
| Landing Page | Ensure mobile-friendly, fast-loading, with clear CTA. | Optimises conversion rates, provides a seamless user experience. |
Launching an MVP is an exciting time, but it can be daunting to get the word out. Hopefully these suggestions provide a solid foundation for your LinkedIn advertising efforts. Remember to be patient, keep testing, and never stop learning.
Paid advertising is a bit of a skill, takes lots of time and effort, and can easily become a full time job. It might make sense to consider some expert help, as agencies know what they are doing and are able to drive results for their clients, and you can focus on your business and product development. E.g. we offer a free initial consultation where we review their strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us.
Regards,
Team @ Lukas Holschuh
