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What I Do

This year I was the marketing sponsor for Sterling Women, a business networking group based in Northern Virginia. In this video, leader Cindy Battino and I chat about what Kurtz Digital Strategy does.

This pandemic year has brought highs and lows both personally and professionally. But, I am grateful for my business network for helping make it all work!

The Right Stuff for Your Digital Marketing

Where should you be online?  That’s a question that every business needs to answer as they develop a digital marketing strategy. There is no one right answer for all businesses. Here’s how you can find the right places for your brand.

Google Yourself

Know it or not, your brand likely has a presence online. Anything you have done online creates a digital footprint.

Start your research by Googling yourself to see where you are already online. Working with your existing online presence can give you good momentum online.

Understand Your Customer

Part of understanding your customer is knowing where they spend their time online. You also need to know what influences their purchasing decisions. That insight tells you where you need to be marketing.

Customer awareness will also give you insight into what to share in your marketing. You need to speak to your customers needs and interests. That helps you understand the forms your marketing needs to take to be effective.

Know Your Strengths

Your strengths are another important factor in deciding where to market online. If you love to create video, then video channels are going to work well. If you don’t like to write, a blog may not be for you. Your comfort and agility with your own marketing will influence perceptions of your brand. Focus on the channels that reflect you best.

LinkedIn Ads Worth Consideration

If you are a business-to-business company, consider LinkedIn ads in your marketing mix. LinkedIn is the most successful platform for capturing quality leads for B2B businesses. LinkedIn ads are more expensive than Facebook and Twitter ads, but they are more successful in generating B2B leads. 26% of B2B decision makers use LinkedIn. Companies that engage through LinkedIn report that over 80% of their overall social media marketing leads come via LinkedIn.

LinkedIn Ad Options

Sponsored Content is a promoted post from a company that appears in members’ LinkedIn feeds. It may include text, an image, a video or a single job posting, and link to a related website of the advertiser’s choice.

Sponsored Content can be identified by terms such as Promoted or Sponsored that appear in the upper left corner of the post, under the company name. Sponsored Content may appear on both desktop and mobile devices.

Text ads appear in the right rail or the top banner of many pages on LinkedIn. These ads may feature text only or may also include an image, such as the company’s logo. Clicking a text ad will take you to a website chosen by the advertiser.

Sponsored Messaging includes message ads and conversation ads. These ads are displayed in members’ LinkedIn Messaging. The target audience is generated based on segments the advertiser has selected, rather than sent to specific individuals identified by the advertiser.

Message and conversation ads appear on both desktop and mobile devices when members are active on LinkedIn. They are identified by the word Sponsored in the subject line.

Dynamic ads change dynamically for each member. Dynamic ads use members’ profile image, name, and job function to create customized ads. Each member sees their personalized information; member profile information is not displayed to other members.

Members can opt out of allowing their profile information to be used to personalize ads.

They appear in the right rail of LinkedIn.com pages on desktop when a member is signed in to their LinkedIn account.

Set a Budget

LinkedIn’s minimum for ads is $10 per day. Start there and adjust based on results.

You have three ways you can control your spending:

  • Total Budget: LinkedIn will spend your specific budget then the campaign will end.
  • Daily Budget: If you want a longer running campaign but you want to cap the amount to be spent, then this is the right option. The ad will stop once the daily budget is depleted. Then it will resume the next day.
  • Setting Bids: With this option, you can choose the maximum amount you want to pay on impressions and clicks. If you are running an InMail campaign, then you will select the maximum amount you want to spend on delivered InMails. When you set bids, you won’t pay more than the amount you bid.