Hi, Dan Sheehan from Social Merlin back again for another Marketing Minute.
Today’s Topic: “3 Simple Steps to LinkedIn Conversion Tracking”
Continuing last week’s subject, many financial advisors have invested significant time in growing their LinkedIn network and publishing LinkedIn ads. The challenge is knowing how to measure the impact of ads and how to get a clear view of the ROI. The other difficulty is knowing how to optimize campaigns with a simple metric to track conversions. If these are challenges you wish to overcome, I’ll share some thoughts to help you with conversion tracking.
As a financial advisor, you want to get qualified leads and appointments for consultations. Have you considered setting up a calendar on your website for interested prospects to schedule consultations? You can link your LinkedIn ads to various actions on your site – be it content downloads, newsletter sign-ups, and requests for appointments.
Unless you’re able to connect your ads to conversions, you won’t be able to measure your social media marketing ROI accurately. You also need the analytics to know who are converting on your ads. What do they do, what is their job title, who do they work for and from which types of industries? This information is critical to improving the targeting and content of your campaigns.
Here are three steps to get you started with Conversion Tracking:
2. Next, select precisely what to track by creating Conversion Actions. These are predefined rules that enable LinkedIn to track what you consider a conversion. You can also select the relevant time periods and track how long the conversion took from when your prospects first clicked–on or viewed your ad. You can add as many actions as you wish to each campaign and track the conversions.
3. Set your Conversion Value. Capture the dollar amount that you estimate each conversion is worth to you. Initially, you may need to work on averages, based on your financial product and target market, but you can fine-tune it over time. This information is crucial to calculate your ROI on your LinkedIn campaigns.
When you’re ready to measure conversions from your LinkedIn Ad Campaigns, go to your ‘LinkedIn Campaign Manager,’ select ‘Account Assets’ and click on ‘Conversions’ in the dropdown to view your reports.
If you’d like to get more information, click the link below. Thanks, and see you next time.