How to Market Your Early Years Setting on LinkedIn
As they are the three platforms that Early Years practitioners are most likely to be familiar with (whether that’s in a personal or professional capacity), so far in this series we’ve focused on Facebook, Instagram and Twitter as the main social networks. LinkedIn, however, is even more popular than either Instagram or Twitter, with over 27,500,000 UK users.
LinkedIn is much more job-focused than the other platforms, with its main aim being to connect to other industry professionals, learn career skills and find new roles. A strong LinkedIn page, however, can pay dividends for your Early Years setting.
To begin, you need a company page for your setting. Ensure there isn’t already one by doing a quick search (if there is, you can request admin access). You’ll need your own LinkedIn login to do this, but it’s easy to set one up if you don’t already have a profile.
Remember: like we said in How to Market Your Early Years Setting on Twitter, make sure your company page URL is the same as your other social media handles, if possible, so that it’s easy for people to find you.
Because LinkedIn is focused on professionals, your ads and targeting are going to be slightly different. Rather than the main aim being engaging families of currently-attending and prospective new children (you can still do this via LinkedIn), this is where you can engage industry experts, share knowledge and promote your business to other professionals.
While posts with images and video do better on LinkedIn (as on any platform), because it has a more industry-based tone, LinkedIn is where you can really get into the details of your work. Longer feed posts, or even blogs, are great for telling your contemporaries and other followers exactly what your Early Years setting’s ethos is, who’s on your team and why you do what you do.
By using LinkedIn Demographics from Hootsuite you can learn who uses it and who it’s possible to reach, allowing you to focus your targeting and boost the impact of your presence on the platform.
To run ads via LinkedIn you first need to create a Campaign Manager (LinkedIn’s advertising platform) account.
When creating ads, you can choose from one of three objectives:
- Awareness – increasing awareness of your Early Years setting
- Consideration – increasing website visits and engagement with your posts
- Conversion – identifying and cultivating potential customers (/families of new attendees)
You then select your audience by choosing from over 20 different attribute categories, including interests, skills and member groups.
LinkedIn’s ad format options are where it gets really interesting. You can choose from Sponsored Content, Message Ads, Dynamic Ads, Text Ads or a mix of all four.
- Sponsored Content – can be images or video and great for building brand awareness.
- Message Ads – allows you to directly message the people you’re targeting, driving stronger engagement.
- Dynamic Ads – creates personalised ads for each person in your target audience based on their profile data, great for sparking action like registering for an event.
- Text ads – the simplest (but sometimes the best) format, easy to set up and tailored to the people you’re targeting.
There are three options to your ad budgets on LinkedIn:
- Cost per send (CPS) – for Message Ads campaigns. You only pay for each message that is delivered successfully.
- Cost per click (CPC) – best for action-oriented campaigns like event registration or lead generation.
- Cost per impression (CPM) – perfect for brand awareness campaigns.
Like the other platforms, you can set daily and overall limits for your ad spend and can cancel your ad at any time. You can see analytics on your ads anytime through the Campaign Manager.
In summary, though it is a very different ball game to the social platforms previously featured in this series, LinkedIn is still a highly effective tool for promoting your Early Years setting.