Views: 0 Author: Site Editor Publish Time: 2021-12-30 Origin: Site
Recently, there are always B2B customers asking the following two types of questions. One is that the personal Facebook account has been blocked and is waiting to be unlocked, and they want to find another way to acquire customers; the other is that Facebook advertising is in progress, and they have tasted the sweetness of social media advertising and want to expand into new areas. Promotion of the platform.No matter what the situation is, LinkedIn advertising is worth a try. Why do you say this? 1. Why choose LinkedIn for promotion? 1. Advantages for LinkedIn platform users First of all, compared with Facebook, LinkedIn is a more professional social platform, and its user group is mostly high-end business people. Therefore, users have an absolute advantage in terms of business maturity and ability to accept advertising. 2. LinkedIn’s audience positioning advantages We know that Facebook’s audience positioning is based on the interests of the group, while LinkedIn is at the enterprise level, by locating company attributes, such as company composition categories, company positions, positions, etc., to accurately locate the group. Of course, the group level also has the same age and gender as Facebook And personalized information such as region, but overall, the group level is more workplace-oriented. 3. Reach decision makers with one click We know that Facebook needs to locate the audience through interest and habit tags. Whether the targeted users are decision-makers requires us to screen and confirm later. LinkedIn avoids this very well by using the customer's job characteristics, such as foreign trade manager, or CEO. etc. to accurately target decision makers and save advertising costs. 4. Reuse of exhibition resources In 2017, LinkedIn launched its own remarketing product. This is also easy to understand. It is based on the same principle as Facebook's remarketing. It is just that the format of the collected user information needs to meet the requirements, and then it can be imported into the LinkedIn backend with one click, and then remarketing can be carried out. Marketing promotion. 5. High-Value Lead Form Students who have worked on Facebook must know the importance of forms. More high-quality forms and leads are the goals of advertising promotion. LinkedIn’s lead forms can satisfy everyone’s pursuit of high-quality forms, no matter from early positioning to For the later form acquisition, more than one B2B client emphasized to me that LinkedIn is worth having~ 2. Anping H Silk Screen customers personally tested Linkedin and received surprises 1. Customer background Anping H Wire Mesh Co., Ltd. is an old customer who has been cooperating with Facebook for 2 years. At the beginning of this year, due to the restriction of the salesperson’s Facebook account, it was temporarily unable to handle Facebook business. The advertising was in the review stage, but the social media advertising did not want to be suspended, so I wanted to To carry out other social media advertisements that are suitable for you, LinkedIn, as the world's largest workplace social networking site, has become a candidate product of Anping H Wire Mesh Co., Ltd. With the mentality of giving it a try, it opened the door to LinkedIn promotion ~ 2. Platform product data prediction - grasp the audience size of product customers A. Because the countries where customers target Facebook are mainly Southeast Asia, we first conducted a test in the same region. The results showed that:LinkedIn’s extensive audience is 45,000,000+,If there is exit data from other media, we encourage customers to use it directly to avoid wasting budget in early advertising testing. The number of target customers is around 50 million, because the customer’s products have not been promoted on LinkedIn and a wide audience has been set up. It is also necessary for the crowd to carry out the first stage of delivery. B. Segmentation test, the target customer is 32,000,000+. Segmentation groups are positioned according to the position of the decision-maker and the size of the company. Generally, it is more appropriate to control it around 10 million to 30 million. Of course, it depends on the adjustment and budget of the country. Adjustment, the scope can be slightly expanded to ensure the best promotion effect. 3. Determine the delivery plan 1) Analysis of current customer needs:I am quite familiar with Facebook, and I am in the trial stage of learning about LinkedIn. In terms of staffing, my business staff have a good understanding of Facebook and how to operate it. I currently only have an account on LinkedIn, and there is no separate staff to do the LinkedIn part. Therefore, based on the above situation, the budget must meet the current psychological expectations of the customer (initial attempt, the budget is about 10,000 yuan, which is also the minimum deposit on LinkedIn). In terms of personnel base, it is necessary to go to the customer company to explain the advertising display to ensure that the docking personnel can Efficient cooperation. 2) Product analysis:Facebook currently mainly promotes hexagonal mesh and guardrails, among which hexagonal mesh is more effective. Customer feedback says that hexagonal mesh has advantages in production technology and product quality, so hexagonal mesh is the main product recommended, and guardrail mesh is the second recommendation, because currently there are common comparisons in guardrail production. The competition is fierce and they do not have an advantage in price. 3) Determine the docking and cooperating personnel:Because the promotion media are different, it is recommended that customers fix a separate LinkedIn docking person to be responsible for picture material preparation, information reply and other coordination work. Because new media promotion requires cooperation in many aspects in the early stage, in order to avoid unsmooth personnel arrangements and docking, it is necessary to coordinate in advance The person in charge was clearly identified, and finally Manager Zhang served as the early contact person for LinkedIn. 4) Three-step advertising strategy for delivery plan Based on the three-month promotion time given by the customer, we divided the customer into a three-step promotion stage: The first step of reaching: 2 weeks in duration, goal: to reach the target group and conduct multi-party drainage. The second step of cultivation: 3 weeks in duration, the goal is to build trust with customers and pave the way for customer acquisition. The third step is to acquire: 7 weeks in duration, the goal is to focus on acquiring customers and obtain the most customer leads. Advertising operation details & target selection are as follows: Because Anping H Wire Mesh Co., Ltd. has invested money in brand promotion on Facebook, but the website traffic has not been carried out, so LinkedIn recommends that customers carry out the advertising goal of increasing website traffic in the first step of execution, and use high-quality traffic Lead to the website and convert more accurately. In order to ensure the conversion volume of the visited website, we adopt extensive placement in the first step of placement positioning method to ensure a sufficient number of visits. The focus here is on the remarketing part. Because customers already have some customer data on Facebook, in the second stage, customer acquisition leads can be combined with Facebook to realize platform data sharing and invest in the strong customer acquisition stage. Of course, H Wire Mesh Co., Ltd.'s previous exhibitor customer information can also be invested in remarketing. 4. Effect presentation Final data summary: website conversions325 times(Conversion rates as high as70%); 35 lead data (customers who have quoted7, conversion rates as high as20%); 2 orders (order rate28%). Customers are also very surprised by this data. From a cost perspective, LinkedIn promotion does not have an advantage.The cost of a single lead is US$21, while Facebook costs about US$1-5, but the conversion rate is about 10 times higher than Facebook.(The following is Facebook data).The client said that he had always thought that LinkedIn was positioned as a high-end website and that it required spending money to achieve results. Unexpectedly, it was different from what he had expected. With a small budget investment, as long as the advertising strategy is properly planned, there will be 'surprises'. Therefore, it is really crucial to understand the advantages of the platform and make use of them. Currently, Anping H Wire Mesh Co., Ltd. is promoting Facebook and LinkedIn at the same time. I hope they can make more breakthroughs in the next promotion. 3. Use LinkedIn ads correctly to acquire customers and avoid detours. The LinkedIn promotion of Anping H Wire Mesh Co., Ltd. has been successful for the first time. Has it stimulated you who are also choosing social media for promotion?If you happen to want to try LinkedIn promotion, then you should read the next 5 tips carefully, especially if you haven’t chosen an investment agency yet and want to try it yourself~ 1. When self-opening ads, be mentally prepared to be blocked. The platform will never reject every partner who wants to advertise, but it will not tell you that self-advertisement will have the risk of account and card closure. This will lead to the result that after finally applying for a dual-currency bank card, the account will be blocked. Something went wrong and the card couldn't be used.So find a reliable agent to open an account. Although there is a pre-deposit threshold, once there is a problem with the account, transfers are possible. 2. Real-name registration When registering a personal account, you must have a real name, and the company homepage information must be true to avoid duplication of company names (duplicate names cannot be registered). 3. For self-invested accounts, USD is recommended for account settlement. After the personal account and business page are created, click the link to set up the advertisement, including filling in basic information such as binding a dual-currency card.https://www.linkedin.com/campaignmanager/new-advertiser To open an account with an agent, just fill in the account opening form directly, and leave the rest to the agent: 4. Don’t be stingy with your budget and make sure it matches the region. Many students adhere to the principle of spending money wisely. The advertising area is North America, and the budget is only 3 US dollars (18 RMB) per day. Let us recall that Anping H Wire Mesh Co., Ltd. has a budget of 10,000 RMB, and 3 months. The daily budget for delivery is around US$17. The key is that the delivery location is in Southeast Asia. We know that the cost in Southeast Asia is relatively low, so we must not be too stingy. In North America, the daily budget is at least US$20~. A reasonable budget combination is the key to victory. 5. Create a sales lead form, and the form information must be rigorous Facebook's form is in the form of a questionnaire, which is basically Q&A and selection, while LinkedIn's form is in the form of an email, so the form and content of the text should be more business-like, with rigorous wording to enhance the audience's favor and thus increase the conversion rate~ 4. Experience There is no good or bad platform. Just like Anping H Wire Mesh Co., Ltd., their initial impression of LinkedIn was only the high-end, social, and business labels, but it was an opportunity during the review of their Facebook account that made them have a better understanding of LinkedIn. New understanding and the surprise of receiving 2 orders. While we are happy for them, we will give them more platform suggestions. We hope that social media platforms can increasingly use their potential to maximize B2B companies. benefits. I hope that B2B companies going overseas can be inspired to set sail after reading this article!
