Case Study-LinkedIn Ads

Hello Friends, welcome back!

In the last session we learnt about LinkedIn Ads, the different formats and how one can run the LinkedIn Ads. We also saw the different powerful segmentation capabilities of LinkedIn which are not available on other social media platforms. We had covered all of these topics in our previous session.

Let us move to our case study. As I had mentioned before, we will discuss 2 case studies briefly.

In case you wish to read more about them, I have pasted the links for your reference.

I highly recommend you to check out these links and read about them in detail.

I don't think L&T needs an introduction.

L&T - Larsen and Toubro is India’s leading construction organisation. L&T also has various verticals.

Today we will be talking about L&T Technology Services, how they used LinkedIn ads to achieve their business objectives.

“L&T Technology Services leveraged LinkedIn campaigns to generate a 35 million dollar sales funnel”

Now, how did they do this? Let us check that out very quickly.

 One of their biggest challenges was :

“To create in a traditional market segment in North America and Europe”

So they wanted to target a traditional market segment and they wanted to target these 2 countries - North America and Europe

Right?

Their second objective, the second challenge that they were facing was:

They wanted to nurture their high quality business leads. They wanted to target a very niche audience like the directors and above, a specific job functions across various industries like “Engineering, R&D, Procurement, Product Management”

If you recall when we saw the demo, you must have observed that you can also target people by their job functions.

I spoke only of Marketing that time, but you can also target people from production, procurement or even HR.

That is you can target different business functions too.

So this was the challenge of LTTS.

Now, what solution did they create?

To address this challenge, they created 2 campaigns

On the left you can see “Campaign 1”.

This was phase1 where they targeted North America.

And what did they do there?

They targeted approx One hundred and Fifteen thousand people which means that their ad could reach approximately One lakh Fifteen thousand people and the engagement rate was approximately 0.3%

And when they ran their 2nd ad, the ad of the second phase that was run in Europe. They could reach out to One Lakh Sixty thousand executives within average engagement rate of 0.6%

So they rolled out their LinkedIn campaigns in 2 phases.

Phase 1 was to create more awareness “by disseminating insight driven industry specific content”. In phase 1 they emphasised more on the industry related content.

In this whole campaign they never claimed that they are the best company nor to join them to do business together instead they only and only were disseminating insights and information.

It is worth a thought that when you target a Director level people or an MD level then you can grab their attention only by white paper information.

And bang on LTTS could drive their 1st phase well.

Then what did they want to do in their 2nd phase?

In the 2nd phase they wanted to  “Run multiple campaigns on sponsored updates and use LinkedIn Lead Gen forms for better engagement and ROI”.

So those people who could connect and engage themselves with their content, LTTS targeted those sets of people again. And through the lead generation forms they could generate quality leads and then they started closing sales.

So they made the best use of LinkedIn Ads. You can read more about it from here and you can as well download this particular case study from this option of “Download Customer Story”

As soon as you click on it, this case study will get downloaded on your system.

Let us move to our next case study of “Freshworks”

Freshworks is India’s as well as global's leading software.

So what did Freshworks do?

It made us of “Conversation ads”

We learnt about different types of ads just a while ago.

Right?

In that we learnt about one type of ad in “Sponsored Messaging” and that was “Conversation Ads”

Hope you recall. And in case you aren't able to recall, pause this video here and go back to the types of ad and  revise the “conversation ads” again.

Freshworks, by making use of conversation ads created a very meaningful content and reduced their CPL, “cost per lead” by 55%.

So this is the case study of Freshworks that you can read and understand what they did and how they did. The entire details of the conversation ads campaign run by them is available here.

They selected the appropriate sender,

They personalised the message  - Again personalisation in Digital marketing is a very important factor. May it be email marketing or Advertising, everywhere personalisation is used widely. For example, if someone addresses me as “Dear NITIN” in an email, then the open rate for such emails increases automatically.

Hope you are following me.

Then they introduced the sender.

Then they kept the message short and to the point, with just 2 CTA options - that is “call to action” options.

And then they featured a banner image, something like this, I hope you are able to see this small section on my screen - this is a banner image.

So, they followed all of these to start generating the leads and gradually the cost of generating leads went down. And they managed to reduce their target CPL as low as almost about 55%.

You can download this whole case study as well. The link is made available here and as soon as you click it you will be able to download this case study.

That is all for now.

If you have any queries or comments then click the discussion button below the video and post there, this way you will be able to connect to fellow learners and discuss the course. Also our team will try to solve your queries.

In the next session we will talk about analytics, this will be the last topic of this entire course. In that session we will be talking about Analytics in detail. So far we have learnt about a lot of topics like ad, page but at the end of the day when one says that social media is measurable then what all can be measured will be learnt in detail in our next session.

See you in the next session, till then Good Bye!