SmithGroupJJR utilized LinkedIn’s Sponsored Content as a means of targeting a large Higher Education audience with the goal of raising brand awareness and elevating our thought leadership. The messaging highlighted specific speaking engagements while also reinforcing broader firm positioning strategies such as design excellence. This new approach allowed SmithGroupJJR to reach a vast audience of aspirational and current clients, as well as industry influencers—a significantly larger reach than previous direct marketing campaigns.
LinkedIn’s Campaign Manager, coupled with Google Analytics, provided the necessary metrics to research, forecast, plan, deliver and review the metrics of our efforts. These tools gave us the ability to track a user through attribution and provided reliable accuracy in understanding what visitors did before and after they clicked on our sponsored content. Customized targeting measures paired with URL tracking abilities gave us a clear picture of user behavior and what resonates with our target audience.
The campaign was as much about brand awareness as it was about honing target strategies and researching how to attract audience interest. Using metrics like Click Through Rate (CTR) provided an indicator of how our targeting methods were performing while conversion rates and time-on-site measured how many users continued to engage with other website content. By benchmarking the efficacy of this model against past direct marketing campaigns, SmithGroupJJR was able to provide a clear cost-benefit analysis of this initiative. The data led to greater understanding of our market, our delivery strategy and a new framework for marketing.
SmithGroupJJR LinkedIn Paid Campaign
Category
Social Media > Social Media-Basic (Facebook, Twitter, Instagram, LinkedIn)
Description
SmithGroupJJR
Detroit, MI
http://www.smithgroupjjr.com/
https://www.linkedin.com/company/smithgroupjjr/
Winner Status
- Merit Award