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Sunday's Best: 3 ways Linkedin adverts have surprised me - in a good way

Sunday Afternoon Existential Crisis

We’ve been running a number of Linkedin campaigns across several sectors over the last couple of years. It’s not the only game in town for reaching B2B decision makers, but the targeting options make it an attractive proposition. So long as you can offer quality content you’re in the game.

I’ll blog more about what it takes to create a successful campaign over the next few weeks, but I thought I’d start by sharing a few lessons that have surprised me.

Senior business leaders do download gated content

Often B2B marketers set out with the expectation that no truly senior business leaders will download their marketing material. You’d be amazed at the Board level execs happy to hand over their contact details for the right white paper.

BusinessMEN get bored on Sundays

Many B2B marketers pause their campaigns over the weekend. Our analysis shows that this is a mistake. Sunday is just about the busiest day of the week for us in terms of leads acquired for our B2B clients, with education being the exception that proves the rule.

It’s a little bit tragic, but come Sunday afternoon your prospects minds turn to Monday already …

And maybe a little sad ... 100% of last Sunday's leads were men. That's with almost 100 leads, and against a 75/25 split we usually see between men/women. I wonder if that will change for Father's Day?

And other advertisers – your direct competition for those eyeballs – are snoozing on Sunday

Not only is Sunday the busiest day, it’s often the cheapest. Cost per click and cost per lead all consistently pan out lowest on Sundays.

 

So, what are you waiting for? What better way to gee up the Monday morning sales meeting than discussing which FTSE Chief Exec has just traded their personal email address for a white paper?

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