Promotion of business automation services on Linkedin

Developing an SMM strategy from 4Limes
We were contacted by a company that specializes in CRM and the development of customized business solutions. An NDA was signed with the company, so we will omit the name of the company. The project was expanding to the UAE, a new market for itself. In the process of promotion, it was decided to connect new sources of traffic, namely promotion through Linkedin.
40 966,46 $
advertising campaign budget
366
leads received
111,93 $
average price per result
70%
conversion to a service after using the demo version
от 1 500 $
average price of the service
6-9 месяцев
LTV per service

Details

GEO
UAE
Target audience
Men and women, 18 to 50 years old
Niche
Business automation

The task

Client: business automation services
Goal: lead generation for the purpose of registering for the demo version
Traffic: Linkedin
Term of work: 3 months

Work progress

Client analysis and task setting

We identified the main goals: lead generation for registration for a demo version of the service using the LinkedIn platform. We signed a contract and started promoting it.

Target audience analysis and strategy development

We conducted a comprehensive analysis of the target audience: we studied the needs, behavior and preferences of potential customers in the UAE market. We identified key audience segments. We developed a communication strategy to effectively communicate the USP (unique selling proposition) to the target audience.

Preparing an advertising campaign

We chose the advertising formats: for the first stage, we used one-image ads and the inMail format (discussion), where recipients could start a conversation with the sender. We developed advertising creatives and text materials for lead forms and inMail campaigns, taking into account the specifics of LinkedIn (text limit of 160 characters for the mobile version). We set up targeting for wide audiences and narrow segments, including major cities in the UAE.

Implementation of an advertising campaign

We launched the first stage of advertising and retargeting. Re-engaging with leads who showed interest but did not complete the conversion. Using inMail on behalf of the company's CEO with a more detailed offer and a button to go to the lead form.

Control and optimization

We regularly monitored the campaign results: analyzed the cost of leads, the effectiveness of various advertising formats, and conversion rates. We made adjustments to targeting settings and textual materials based on interim results to improve the campaign's effectiveness.

Expert comment

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What is the advantage of promoting on Linkedin? Here, in addition to the main advertising criteria (demographic and geographic), you can search for an audience by business sector, company size, and the position of a person who may be potentially interested in the service.

Solutions for business automation services

What is the advantage of promoting on Linkedin? Here, in addition to the main advertising criteria (demographic and geographic), you can search for an audience by business sector, company size, and the position of a person who may be potentially interested in the service.

For our client, we determined the optimal size of the potential audience on Linkedin – 330,000 people by the following position segments (director, leading specialist, manager, owner, partner, vice president), which include the following responsibilities

  • business development
  • operational activities
  • sales
  • finance
  • marketing

The age range was not further narrowed: 18-55+

We decided to use an outreach advertising strategy:

Stage 1. Working with a cold audience – generating leads through a lead form. In this strategy, advertising with one image was used, but also advertising in the form of a discussion (inMail format, when the recipient can start a correspondence with the sender of the letter).

Stage 2. Retargeting – repeated lead generation through the lead form. But at this stage, we used discussion ads. This kind of mailing is done on behalf of the head of the company. There is also a button in this ad that takes you to the lead form.

Implementation of a service promotion project

For companies that are just starting to promote themselves on the Internet, we offer a service of comprehensive niche analysis and preparation for advertising activity. It includes:

– analysis of the needs and behavior of the target audience;
– market positioning;
– communication strategy;
– evaluation and promotion strategy for each channel;
– solutions for analyzing the results;
– selection of platforms for promotion.

The task

Client: business automation services
GEO: UAE
Goal: lead generation for the purpose of registering for the demo version
Traffic: Linkedin
Term of work: 3 months

Key results

40 966,46 $
advertising campaign budget
366
leads received
111,93 $
average price per result
70%
conversion to a service after using the demo version
от 1 500 $
average price of the service
6-9 месяцев
LTV per service

Results of promoting business automation services:

Advertising budget: 40 966,46 USD
Leads received: 366
Average price per result: 111.93 USD
Conversion to a service after using the demo version: 70%
Average service price: from 1500 USD
LTV per service: 6–9 months

Overview of individual campaigns:

  • For the Business (wide geography) audience, we spent $11,325.02 and received 128 leads at an average cost of $88.48.
  • We spent $9,127.61 on audiences in major cities of the UAE and received 77 leads at an average cost of $118.54.

Conclusions

Linkedin has the ability to find specific audiences that are suitable for a particular project. The example of this project shows the possibility of promoting a complex and narrowly targeted niche for traditional marketing.

However, the specifics of setting up ads (a 160-character limit for text in the mobile version) does not allow us to fully convey the essence of the offer in the social media feed. This may have played a role in the fact that inMail messages, where we can use a lot of text, have proven to be more effective.

Our experts will be happy to help you with your targeted advertising on a turnkey basis. Leave a request and our specialist will advise you in detail.

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