Target COIs through LinkedIn

LinkedIn is more than a social network for professionals. It is a powerful tool that lets you develop and strengthen brand awareness and connections with current COIs and new ones you’d like to reach. How?

Through targeted advertising.

Thanks to technology and algorithms, businesses can purchase digital ads to appear for only certain people based on specific criteria, such as location or industry, or for people who share the same “buyer intentions.”

Retargeted Ads

Your firm website is typically the first place current and potential COIs will visit. Current COIs may visit your website to check out any updates to services or your advisors’ bios. Before you meet with a potential COI for the first time, that professional will check out your website to learn more about your firm and your advisors. They will want to know how you can help their clients and colleagues.

They’ll also likely visit LinkedIn to view your profile. 

That’s where retargeted ads come in. On LinkedIn, you can display an advertisement when the COI logs into LinkedIn that includes a message related to the services page on your site that the COI visited. This helps refresh their memory about what your firm does and stay top-of-mind. You can create retargeted ads related to any page of your website, including advisor bios.

Retargeted ads are great tool to generate brand awareness and action because they are 76% more likely to be clicked on than regular display ads.

Connect Beyond Website Visits

You’re not limited to someone visiting your site to see a specific ad on LinkedIn. You can also upload your contacts from your email newsletter list to serve COIs certain ads. Your referral network may be quite large, and it will take you a while to personally reach out to each COI. With contact targeting, you can quickly and easily create a touchpoint.

For example, if you’ve launched a new service offering and you want to get the word out, create an ad that will appear the next time your COIs visit LinkedIn that links back to the web page on that service.

LinkedIn also allows you to target the social network’s members using profile-based information, such as job title, education, company and age. Through this option, you can display ads about your RIA’s services to CPAs with at least 15 years of experience or to estate planning attorneys at specific law firms. This is a great way to widen your referral network.

You Control the Cost

A benefit of using LinkedIn to target COIs is you can start with just a few ads and keep costs low while testing it out. You control how much you want to spend on the ads. It can be a cost-effective way to stay top-of-mind with current COIs and develop relationships with new ones.

Increase Touchpoints

Targeted ads also provide more touchpoints with your COIs and boost awareness of your brand. Serving a personalized ad reminds your COIs how your RIA firm can help their clients and colleagues and increases your chance of a referral.

Your existing COIs and potential new ones use LinkedIn. Make sure that they remember your RIA firm with the help of targeted ads. We can help you boost brand awareness through targeted ads on LinkedIn. Contact us today to get started.