Internet Marketing Digital_marketing_for_dummies | Page 256

audience, your audience size on LinkedIn doesn’t need to be an issue. The market is
smaller and more specified on the LinkedIn platform, and the target is business
professionals. Other traffic stores, such as Facebook and Twitter, encompass a much
broader audience. When you advertise on LinkedIn, the size of the audience is less
important. The main concern, just as with all traffic stores, is putting the right message in
front of the right audience. For instance, if you want to target CEOs, don’t worry about the
audience size, but focus instead on creating an ad and an offer that CEOs will find relevant.
As with the other traffic stores, your LinkedIn ad needs the following:
Specific copy that calls out to your audience and is relevant to it
A professional, captivating image
A call to action that moves the audience to the next step
One way to drive traffic on LinkedIn is to sponsor content and send people to your content,
such as your blog posts. To be effective, the content you’re sending traffic to should
educate and give value to your audience. Then, within the blog, provide calls to action or
banner ads for an offer that your LinkedIn audience finds relevant. This strategy is one
way for you to obtain a return on investment (ROI) from your LinkedIn campaigns.
Although LinkedIn is one of the more expensive platforms, the specific nature of this
traffic store makes it generate high-quality leads that are open to your message.
Choosing the right traffic platform
You have many traffic stores to choose from, and each one has its strengths. In summary,
here are the scenarios in which to consider using one or more of the Big Six:
Facebook: This platform can work in almost any market, unless the market isn’t
approved by the Facebook TOS (terms of service), such as the vaping industry (visit
Facebook’s advertising policies for more details on its TOS at
https://www.facebook.com/policies/ads/ ). With Facebook, you want to utilize a
process known as retargeting, which we define and explain in the next section.
Twitter: Advertise on Twitter when you want to target a younger market or one that is
highly tech savvy. Twitter is a large platform with a lot of users, so it can work in
almost any market.
Google: Use Google if you have a proven offer that has performed well on other
traffic sources, or an offer that is difficult to target in terms of prospects’ interests or
demographics and thus requires keyword targeting. With Google, you want to engage
in retargeting.
YouTube: This traffic store can work in almost any market, especially if you have an
offer that requires demonstration or keyword targeting. Again, with this platform, you
want to engage in retargeting.