Unpacking LinkedIn’s Newest Marketing Campaign “Fish Out Of Water”

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LinkedIn Marketing Solutions launched a new marketing campaign targeted to those who already use the platform. “Fish Out Of Water” appeals to the business sense of their intended audience, as they urge users to advertise to an audience already built for business. One of the targeted ads spells it out: “If your business message is sandwiched between a skateboarder and your best friend’s vacation photos, it’ll feel out of place.”

Voice of B2B, Daniel Litwin talks with Anthony Blatner, Founder and CEO of Speedwork Social, an ad agency with a focus on improving B2B sales and marketing across LinkedIn channels,

on Marketscale TV to discuss advertising on LinkedIn for B2B companies.

According to Blatner, he thinks about ads from a performance point-of-view, and if you’re crafting an ad campaign on LinkedIn, LinkedIn works differently than, say, Facebook ads. LinkedIn tends to be a little bit more expensive. He elaborated the ad campaigns on Facebook are meant to draw attention, for example, with a dog photo, but the ad might not be related to dogs.

LinkedIn’s algorithms place a premium on quality content. It also measures engagement, such as views, likes, virality, and profile metrics. LinkedIn also pays attention to the comments: the length, the message in the comment section, whether negative or positive and the number of comments.

“The way LinkedIn ads platform works, you pay for every click, so you don’t, number one, want someone to click on your video without them knowing what you’re talking about or offering,” Blatner said.

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