Once your campaigns have been running for a while, you might start to notice that results are slowing down after a while. LinkedIn campaigns are generally never just “set it and forget it”, so you’ll often need to go in and update some things to ensure you’re constantly producing high quality leads.
Of course, every campaign is going to be slightly different, but we’ve compiled the major things we look at when we are attempting to bring a campaign back on track.
Connection Acceptance Rate - LinkedIn won’t give you this information directly, so you’ll need to do a bit of math to figure it out. In general, you should be seeing a 20-35% acceptance rate on new connections. 20% is already on the low end though, so you may have something to worry about there too.
The character limit for new connection requests is low enough that it’s not generally the first thing we look at when assessing a low connection rate. Unless you’re pitching your service or coming off strangely in your welcome message, it’s likely not the issue. In 90% of cases, a low acceptance rate is simply a result of targeting the wrong people - revisiting your targeting should help to increase your acceptance rate.
Many people saying this isn’t their department or referring you - If you’re getting a few people in your campaigns that are suggesting you contact a different person in the company, that’s OK. It’s actually great, as you can use their suggestion as an in-road with the new person.
If you’re seeing this all the time though, it’s a good sign that you're contacting the wrong position in the company. Be conscious of who they are suggesting you get in touch with and update your targeting to reflect where you’re being referred to.
No budget - Lots of marketers simply take this is a sign that either their service is too expensive or they need to go after companies with a higher revenue. This can absolutely be the case and can be solved by targeting companies with a higher revenue. On the other hand, it could also mean that your messaging or offer itself isn’t resonating with your prospects, and you may want to revisit both of those to tweak things.
Objections to content in your template - This one can be difficult. A person can object to something you’ve included in your template, and it can be easy to want to rush and change it as a reaction. One person taking issue with something you said shouldn’t be a reason to change things - especially if your template is otherwise resonating with your prospects.
If several prospects are taking issue with what you’ve said in your template though, it may not just be the vocal minority speaking up, and you may want to take their feedback on board to better resonate with your audience.
Already performing your service in-house - This is a common response which sometimes opens a door for a discussion around their current operations surrounding that service. It’s definitely worked in the past for or clients to get their foot in the door and explain why their process is better and can be done cheaper by an outside partner.
A lot of times though, it means you’re going after companies that are too large. For our marketing agency clients, if companies are performing large and complex operations in-house, it likely means they are at a size that’s too large to be considering hiring an outside marketing company, and they’d do well to reduce the company headcount in their targeting.
Still stuck? Need some help getting your campaigns set up or just want us to run them for you entirely? Set up a free 30 minute consultation and let’s discuss what your best options are.