Including LinkedIn in your marketing strategy can be a powerful way to drive your business forward. Before you launch your LinkedIn program, be sure you take the time to understand the platform and the best way to reach your audience.
LinkedIn for Real Estate Marketing
1. Understand The Platform
LinkedIn is a networking social media site with the goal of connecting professionals - whether that is to garner job opportunities or discuss the latest industry trends. Real estate agents typically use LinkedIn in two ways: sharing listings and building interest among future team members. Both of these goals can be reached with a combination of organic and paid engagement.
2. Organic LinkedIn Activity
Posting organically on your LinkedIn business page helps reach individuals who have liked your page and are interested in seeing your content. You can share your listings, real estate news and trends, and job opportunities. When sharing organically, it is important to remember that the posts will not get a lot of impressions and clicks to your website unless you have a large following on the platform.
However, you want to keep your LinkedIn updated with at least one post a week as it shows that your business is active and open. Many individuals use LinkedIn to vet businesses for legitimacy and expertise. Keeping your social media platforms updated can also help your search engine optimization if your website is linked to the profiles; it shows search engines that you have a robust online presence and that you are sharing fresh content.
Although business pages cannot connect with individuals, follow other businesses, or engage in groups, if you have your own personal LinkedIn page you can supplement your business page’s activity by engaging as yourself. Connect with and follow complementary businesses in your community, such as movers, contractors, and mortgage lenders. Join and engage in groups that relate to your industry and your community so your name (and your business) stays top of mind.
3. Paid LinkedIn Promotions
LinkedIn Ads are created and managed through LinkedIn Campaign Manager. You can select from several different advertising options, including text ads, sponsored posts, video ads, image ads, and job listings. Each one has its own purpose and they can all be included in your strategy, or you can just focus on one type.
Once you’ve determined your goals and the type of ads that will help you meet those goals, you’ll need to develop your audience. You create your audiences by including or excluding different attributes about individuals, from job industries to years of experience and member skills. Job listings are the only form of advertising on LinkedIn that requires different targeting metrics due to the unique goal of the ad.
Keep these best practices in mind while developing your LinkedIn advertising program for the best results:
- Continuously fine-tune your ads and audiences: Look at LinkedIn Campaign Manager’s analytics to determine which of your ads and audiences perform the best. Replicate what is working in future campaigns to create an effective ad program.
- Manually choose your cost-per-click (CPC): LinkedIn recommends you utilize their automated bidding strategy, but you can often get more bang for your buck if you choose the lowest minimum CPC. If you are not seeing results, slowing raise your bid by $0.50 - $1.00 every two weeks until you begin seeing results. If you have reached LinkedIn’s recommended CPC, tweak your ads, audiences, or landing page as you should see results at that CPC if the ad is compelling and reaching the right audience.
- Use your budget wisely: It is recommended that you spend at least $1000/month on LinkedIn advertising for the best results. However, you can still make an impact and see results at a lower budget. Manually choosing a low CPC (as stated above) can help reduce the need for LinkedIn to spend the extra 20% per day. Use your organic LinkedIn page to help determine when your ideal audience is online; you can find this information in the analytics section of your LinkedIn business page. Pause your ads during times of low organic engagement to help stretch your budget.
- Install your LinkedIn Insight Tag on your website: You can find your LinkedIn Insight Tag under Account Assets in Campaign Manager. Once your tag is installed, you can track conversions and gather data about the LinkedIn users who are visiting your website. Set up audiences you want to track under Website Demographics and set up conversions under Account Assets. LinkedIn has to build the audience after you set this up; you won’t see the information right away, but it can give you great insight into your audience once it is built.
To note: the lowest daily budget on LinkedIn is $10/day and LinkedIn can spend up to 20% more every day. If your monthly budget is lower than $360, you must watch your campaigns closely to ensure they don’t overspend.
Although LinkedIn has great targeting and advertising options, it is important to have an updated and optimized website and other digital advertising running concurrently. Real estate marketing is all about being seen, so having a widespread online presence allows you to reach individuals who are looking to buy and/or sell a property.