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Targeted advertising for a B2B podcast on YouTube for a business process automation company

How to attract quality traffic, increase your company's presence on the social network and improve activity on the page using targeted advertising on LinkedIn

#TARGET

Input data

Client: a business process automation company.

Timing: 4 months.

Team: targetologist, project manager, SMM specialist.

Problem: the video podcast had to go beyond the boundaries of a purely content project, becoming a tool for increasing brand awareness and a platform for networking with potential partners, customers and industry experts.

Tasks:

set up multi-target campaigns in LinkedIn Campaign Manager;

test different types of advertising campaigns and audiences;

optimize campaigns for stable scaling with regular publication of announcements/videos.

List of works

We conducted a comprehensive analysis of the niche and segmented the target audience portrait in detail, adapting it to the topic of each video.

We created audiences by industry and position level (from potential partners to future employees interested in the company).

We developed a comprehensive campaign structure. Campaigns for reach and traffic (with the transition to YouTube) were aimed at scaling views and initial familiarization of the audience with the company. The goal «Interaction» allowed us to stimulate the activity of target users on the company page.

In cooperation with the SMM department, we prepared a content plan for publications and posts with announcements – teasers of the main topics of the podcast and the best moments.

After the launch, we made changes to the audience and prioritized more effective advertising formats for each video.

Results

In 4 months, we managed to increase the number of views of video podcasts on YouTube by 700% compared to organic views. We managed to get 2,431 conversions to YouTube and reach 46,470 users.

Advertising campaign results

We also managed to improve engagement on the business page among the target audience:
- comments – 40%;
- reposts of publications – 200%;
- reactions to publications – 49%.

Audience engagement and activity on the page

Results

In 4 months, we managed to increase the number of views of video podcasts on YouTube by 700% compared to organic views. We managed to get 2,431 conversions to YouTube and reach 46,470 users.

Advertising campaign results

We also managed to improve engagement on the business page among the target audience:
- comments – 40%;
- reposts of publications – 200%;
- reactions to publications – 49%.

Audience engagement and activity on the page

Conclusion

For the B2B segment, LinkedIn is the most effective promotion tool. Only this advertising cabinet allows you to adjust targeted advertising to positions, companies and professional interests so precisely that it is not available on other social networks.

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