LinkedIn advertising for photographers
Powerful targeting within the world's No.1 professional network
Commercial photographers – those specialising in advertising, architecture, food, fashion, products etc – typically make better use of LinkedIn as a social media platform than those shooting portraits and weddings, however advertising on LinkedIn is not limited to B2B. Advertising on LinkedIn can be beneficial to all photographers in terms of increasing brand awareness and generating leads … it’s all about implementing the right strategy.
Given the average LinkedIn user earns significantly higher income than the average Facebook user, so typically also have more disposable income, LinkedIn certainly has opportunities for photographers who are fed up with bargain hunters and wanting to reach prospective clients who are less price-conscious.
Key benefits of LinkedIn marketing for photographers
When it comes to advertising on LinkedIn as a photographer, you will need a LinkedIn company page (able to be set up even if you’re operating as a sole trader) and a LinkedIn Campaign Manager account. Photomo can assist with creating both if you do not yet have them, as well as implementing a strategy based on your business objectives and your ideal customer. Benefits of LinkedIn advertising include, but are not limited to, the following.
Accurate audience targeting
While Facebook and Instagram have far more people using their platforms than LinkedIn’s half a billion users, the latter has a unique advantage when it comes to audience targeting: the fact that users share accurate work history and typically update their profiles routinely.
This includes current position, past work experience, skill set and much more.
Because of this, when you create an advertising campaign on LinkedIn, it’s possible to be ultra-specific with audience targeting. In fact, you can target users by location, skill, job title, job function, seniority, company name, company size, industry, degree and more.
Unique advertising options
LinkedIn offers the opportunity to sponsor posts (similar to a Facebook boosted post) and also to run text ads, image ads or video ads. This includes carousel ads that offer the ability to include multiple photos combined with ad copy.
Arguably its most powerful advertising option is Sponsored InMail, allowing email-like messages to appear in the inbox of users within your target audience. Advantages include no character limits and the ability to include a clear Call To Action with a lead generation form enabling you to collect leads directly on LinkedIn.
Typically more than half of the prospects reached by Sponsored InMail open up the message ad.
Invaluable conversion insights
With a LinkedIn Insight Tag added to your website’s code, the conversion data made available in LinkedIn Campaign Manager is significant.
This includes demographic data on audiences that are converting, enabling comparison of conversion rates by job title, job function, seniority, company name, company size, industry or location. This in turn allows for strategic A/B testing and ongoing campaign optimisation, such as improving targeting and content, with the ultimate objective of driving more leads at a lower cost per lead.
Monthly reporting to Photomo clients not only includes raw data for KPIs but also insights into improvement in performance or otherwise.