How to Achieve Staggering Click-Through Rates Using LinkedIn Sponsored InMail.

When the BlueHive Group exhibited at HCEA, we did so with a mission: to help event and meeting planners in the Pharmaceutical, Biotechnology, and Medical Device industries who needed to improve their tradeshow experience. Exhibiting proved fruitful; we met many great event and meeting planners within the aforementioned industries, but that’s where our mission to ease the process of meeting and event planning really started. Through our conversations with HCEA attendees, we learned a lot about the specific pain points that event and meeting planners in these industries experience. Armed with better insight, we took our mission to the next level, setting our sights on the digital world.

The BlueHive Group offers customers end-to-end brand management solutions to help clients thrive. With industry experts from varying industries under our roof, coupled with the insights we’d gained from speaking with HCEA attendees, we developed a survey for event and meeting planners designed to help ease the meeting and event planning process.

Have you ever asked someone to fill out a survey? Or, better yet, have you ever received a phone call where the person on the other end of the line asks if you have a moment to answer a few questions? I’d be willing to bet you have, and I’d also bet you swiftly hit the end call button before answering any questions. Getting survey responses in the digital world isn’t so different. It’s difficult. That’s why determining the best channel to elicit responses from event and meeting planners was extremely important.

After the survey was built, the BlueHive Group team put our heads together and determined that LinkedIn was the most effective social channel for this campaign. Moving forward, we developed a LinkedIn Sponsored InMail campaign. Unlike other ad formats, Sponsored InMail allows you to send a personalized message directly to a LinkedIn user’s inbox. We wanted to capitalize on that AND add an additional incentive for LinkedIn users to fill out the survey, offering users a $5 Starbucks gift card which they would receive after the survey was completed.

Before I tell you about the jaw-dropping click-through rate our ad received, I want to tell you an approximate estimate for click-through rate averages across LinkedIn for Sponsored InMail ads. According to LinkedIn’s internal data, open rates for Sponsored InMail messages are 45% and of those 45%, 4-7% will click-through to a desired landing page. For our purposes, the landing page would be the survey. So, now that we have a little context, here are the results of our campaign.

During a span of one month, our ad was delivered to 1,000 LinkedIn users who fell within our targeting criteria (meeting and event planners within the Pharmaceutical, Biotechnology, and Medical Device industries). Of those 1,000 users who had seen our message, 570 clicked-through to the survey. That equals a staggering click-through rate of 57%.

The BlueHive Group #WhereGreatBrandsGrow #MoreThanMarketing

Connect with Creative Brand Warrior Eric Troy to learn more about this article.

Eric Troy

A master at bending plywood to his will, Eric is also a fledgling writer. Stick around so that you don’t miss the moment when his ideas take flight.


Cannabis and Social Media

How Social Media Marketing Can Help Your Cannabis Business

At Paris Marketing, we think cannabis is pretty dope (insert picture of a pot leaf with a smiley face and sunglasses, here.), but more specifically, we think successfully marketed canna-businesses are.

So, let’s talk about how you can market your cannabis business on social media.

Sponsored Social Media Updates are a No-No:

For other industries, my first suggestion would be sponsored social media ads. For those of you in the audience that are asking, “what’s a sponsored social media ad?” allow me to elaborate: Sponsored social media campaigns are posts, tweets, updates, or other content that are backed by cold, hard, cash ensuring that the content shows up in the news feed of targeted users.

Why would you want to spend your money on social media ads? Because social media is an incredibly viable marketing source with a lot of potential for getting in front of the right people. Unfortunately, social media platforms are reluctant to allow sponsored advertising for cannabis under its current, federally illegal, status. When the Federal law inevitably catches up with forward-thinking state legislations, this is bound to change, but for now, sponsored social media campaigns for canna-businesses aren’t in the cards.

Organic Social Media Updates are a Go-Go:

So how can you utilize social media to increase your brand’s awareness, reach, and ultimately your bottom dollar without putting money behind social media content? Organic social media is the ideal alternative solution.

Organic social media is just a fancy way of saying you can post social media updates without putting money behind those updates. In early 2018, the kingpin of social platforms, Facebook, updated its algorithm to prioritize content that engages audiences (content that inspires conversation between users, is “Liked” more often by users, or is more relevant to connecting friends and families through social networking). By and large, this resulted in greatly reduced organic social media effectiveness for businesses. Why then, am I suggesting organic social media for your canna-business? Because if you provide relevant, engaging content to your audience, you can still reach those users who matter most to your business.

Canna-businesses lack the ability to sponsor content, making organic social media their new best friend. By maintaining a consistent posting regimen that promotes relevant content to your audience, your canna-business can still achieve great results from its social media efforts.

What content would be relevant for my business?

That all depends on what type of canna-business you’re running. For some businesses, photos of flowers would entice your audience. For others, showing your unique manufacturing processes and how they relate to the cannabis industry could be the stuff your audience craves.
Every business is different and should highlight what makes them unique, while still keeping the audience up to date with industry news and showing them content that entices.

In closing: Until federal legislation changes and social media platforms allow sponsored updates, organic social media is your brand’s best friend.

P.S. Don’t forget to check out Paris Marketing’s Creative Warrior Podcast.

Eric Troy

A master at bending plywood to his will, Eric is also a fledgling writer. Stick around so that you don’t miss the moment when his ideas take flight.


Marketing 101: How to Hit Your Target (Audience)

Whether you’re a marketing agency, a business person looking to increase their online presence, or an artist who wants to expand their following, knowing how to capture the attention of those who will find value in your product is essential to building your brand. In this article, Eric Troy explains key steps to reach that audience and achieve your targeting goals.

Step one: Know your brand.
Before you can determine your target audience, answer these three questions.
What is special about your product? What makes you—or your product—better than other sources? What elevates you above the competition?

Know your message, your product, and the value of that product before taking any further steps. After all, how can you set yourself above the competition if you don’t know what you’re bringing to the table?

Know your goals. Know your perspective. Know your skills. Know your brand.

Step two: Find successful examples of similar products.
Looking to the competition may seem counter-intuitive, especially after defining what sets you apart from them. But finding others in your field who have found success is essential to triumphant targeting.

By observing successful examples of similar products, you can see what they’ve done to acquire their following, and more importantly, you can see the individuals who comprise that following.

You catch a glimpse of your target audience.

Step three: Define your audience.
Sure, you want to increase your following, but what does your audience want? What are their interests? What are their hobbies? What makes them tick?

It’s impossible to know every aspect of the individuals who would have interest in your product. They are individuals, each with their own interests that deviate from the others, but what commonalities do they share?

Just as an artist first paints the broad strokes, then adds the color and finishing touches, so too must you determine the characteristics of your target audience.

Here’s an example:

Would a salesperson at Mercedes-Benz be more likely to sell a car to someone who works at the grocery store, or to someone who sells stocks on Wall Street? Who is more likely to be able to afford that vehicle, or even be able to rationally consider buying it?

If you answered, ‘someone who sells stocks on Wall St.’, congratulations, you’ve successfully determined one aspect of your targeting criteria.

Now, what would someone who would be able to afford a luxury vehicle be interested in? Fine dining? Custom-fitted suits? The PGA tour?

What media outlets would they follow? Business Insider? Forbes? The Wall St. Journal?

What age would the purchaser of a luxury vehicle likely be?
Think of determining the characteristics of your target audience as a funnel. Start with broad characteristics-blanket statements-and gradually narrow down to the specifics.

Step four: Use the right tool for the job.
We’ve determined the characteristics of our target audience, but how can we make use of this information?

With the characteristics we’ve compiled, we can now determine the best way to make our target audience aware that our product exists.

How will our target audience most likely see our promotional efforts? Would they be more likely to see our promotion in a newspaper, or from online sources? Would they be more likely to be watching cable T.V. or streaming videos on YouTube?
These answers will vary for each target audience you put your sights on, but the steps you’ve taken to determine who your target audience is will always retain their value. By knowing your target audience, you can discern which form of outreach will be most effective.

In closing, Following these four steps will help you find your target audience, determine their characteristics, and decide what approach will be most effective in reaching them. But the only way to see whether your targeting efforts are successful is by applying the information you’ve compiled.

Observe the data you receive after your promotional campaign has been launched, then adjust your targeting criteria accordingly to refine the characteristics of your target audience, or the outlets you are attempting to reach them on.

Your targeting toolbox is stocked, now get out there and give it a go!

Eric Troy

A master at bending plywood to his will, Eric is also a fledgling writer. Stick around so that you don’t miss the moment when his ideas take flight.