For personal injury attorneys, the whole idea is to allow you to create a more effective ad strategy and maintain control of your full marketing funnel, i.e., the marketing model, from start to finish, that you create to get someone to become a client.
How to create a full-funnel experience on LinkedIn
To create a full funnel experience, you have to be able to design campaigns that help drive potential clients to you from the beginning to the end, and have a reachable objective at each step of the funnel. What those objectives are will determine which techniques will best suit those needs.
The following are the tips from LinkedIn to help you with your objectives and targeting at each level of your marketing campaign.
- For Brand Awareness (Top of Funnel):
Use video ads, single image ads, and conversation ads to introduce and bring attention to your personal injury law office, Videos can be about you and your staff, the services you provide, new laws affecting the focus of your practice, related events, etc.
LinkedIn Tip: Retarget those who watched >25% of any video ad with another video ad or single image ad to deepen engagement during the early introduction process.
- For Consideration and Engagement (Middle of funnel):
To get visitors to go to your website, use a single image ad with a conversation ad that offer multiple ways to take action. This will help lead them to your homepage or a landing page link.
To get more people to watch your videos, use video ads of different lengths. This can help increase reach and engagement.
For driving engagement, use a video ad with a carousel ad to incorporate more visuals to your campaign.
LinkedIn Tip: Split your audience into 2 segments: those who watched <50% of the video ad and those that watched >50% of the video ad. For the <50% group, show a shorter video with a different topic. For the >50% group, show them a video on a middle-funnel topic.
- For Conversions (Bottom of Funnel):
To get lead generation that can convert, as well as website conversions, use a single image ad and a message ad, along with a form for contacting your personal injury law office.
LinkedIn Tip: Use a conversation or message ad to send a customized message to retarget those who sent in the form.
For a full explanation of the types of ads provided by LinkedIn, see their LinkedIn Marketing Solutions page.
If you have any questions about this article or need assistance with creating any part of your marketing funnel, give us a call at Group Matrix. As an experienced and professional marketing agency, we can help you with any or all aspect of your digital and traditional marketing plans, and marketing strategy.