Targeted LinkedIn Campaign for iVi Device

Objective: Driving Engagement and Sales for the iVi Device Through a Targeted LinkedIn Campaign

To effectively market the iVi device, we propose running a Targeted LinkedIn Campaign aimed at high-level professionals and decision-makers in industries where trust, communication, and relationship-building are critical.

Our approach focuses on promoting the iVi device’s ability to enhance eye contact and rapport during virtual meetings, making it a perfect fit for senior executives in sectors like legal services, consulting, financial services, healthcare, and technology.

Why a Targeted LinkedIn Campaign is Ideal for iVi

A Targeted LinkedIn Campaign offers better reach and cost efficiency compared to traditional InMail campaigns. LinkedIn’s Sponsored Content allows us to showcase the iVi device to the right audience while leveraging LinkedIn’s extensive targeting capabilities, ensuring we reach professionals who are most likely to purchase the device.

Key Benefits of a Targeted LinkedIn Campaign:

• Broader Reach: This allows us to scale the campaign to a larger audience.
• Cost Efficiency: Uses a CPC (Cost Per Click) or CPM (Cost Per Impression) model, which is more efficient than the high cost per message of InMail campaigns.
• Rich Ad Formats: Utilise Sponsored Content, Carousel Ads, Video Ads, and Lead Generation Forms to create engaging, visual content that highlights the iVi device’s benefits.
• Precise Targeting: Reach decision-makers by job title, industry, company size, and location to ensure the iVi device is presented to the right people.

Considering an InMail Campaign: Why We’re Not Using It Initially

While InMail campaigns can be useful for highly targeted outreach, we are not recommending it at this early stage due to its relatively low Return on Engagement (ROE) for high-cost, high-value B2B products like the iVi device.

InMail campaigns typically result in higher costs per lead due to the direct messaging model, which limits its scalability compared to Sponsored Content campaigns.

We may, however, revisit this option after gathering at least 3 months of data from the Targeted LinkedIn Campaign. By then, we will have enough insights to better refine our audience targeting and messaging, potentially making InMail campaigns a more viable option for outreach to well-defined, high-value prospects.

For more details on the InMail Campaign option, you can read our analysis here.

Campaign Strategy

1. Audience Targeting

We will focus on professionals in industries where high-stakes virtual communication is essential:

• Job Titles: CEO, COO, CFO, VP of Sales, General Counsel, Senior Partner.
• Industries: Finance, Consulting, Legal, Technology, Healthcare, and Pharmaceuticals.
• Company Size: Large enterprises (500+ employees) and global corporations.
• Location: Targeting global business hubs such as New York, London, San Francisco, and Singapore.

2. Ad Formats

A combination of engaging ad formats will be used to capture attention and generate leads:

• Sponsored Content: Ads that appear in the LinkedIn feed, blending seamlessly with organic content.
• Carousel Ads: Multiple slides to showcase the features and benefits of the iVi device, focusing on eye contact, clarity, and ease of use.
• Video Ads: Short explainer videos demonstrating how the iVi device can enhance virtual meetings.
• Lead Generation Forms: Collect leads directly through LinkedIn with forms offering demos or whitepapers, reducing friction for the user.

3. Creative Messaging

Our campaign messaging will focus on addressing key pain points for the target audience:

• “Enhance Trust and Build Relationships”: Show how eye-to-eye communication through the iVi device improves trust and engagement in high-stakes virtual meetings.
• “Stay Professional in Remote Meetings”: Emphasise the importance of eye contact in maintaining professionalism during client or partner calls.
• “Elevate Your Virtual Meetings”: Present the iVi device as the cutting-edge solution for executives who want to improve their virtual interactions.

4. Campaign Budget

We recommend a campaign budget that aligns with the goals of reaching high-level decision-makers:

• Daily Budget: $100 to $500 per day, depending on desired reach.
• CPC (Cost Per Click): Expect around $5 to $15 per click, depending on the audience and competition.
• Total Budget: A 4-6 week campaign will require approximately $5,000 to $15,000.

Measuring Success: ROE and Performance

We will track the success of the campaign using key performance indicators (KPIs) such as:

• Impressions: The total number of views the ads receive.
• Click-Through Rate (CTR): Expected CTR of 0.4% to 1.5% depending on the ad format.
• Leads Generated: Using lead-gen forms, we anticipate a 10% conversion from clicks to leads.
• Sales Conversions: Based on industry averages, we expect 5-10% of leads to convert into sales in the early stages of the campaign.

Ongoing Optimisation and Expected Improvements

As we gather data from the first three months of the campaign, we will refine the ads, landing page copy, and call-to-action using insights gained through A/B testing and performance analysis. With these refinements, we expect the conversion rate on landing pages to increase significantly, moving towards 30-40% conversion over time.

This will allow us to maximise the return on investment as the campaign matures, ensuring that we continue to improve both the ad performance and the relevance of the landing pages.

Managing the Campaign

Our management fee will include setup, monitoring, and ongoing optimisation to ensure the campaign achieves its goals:

• Campaign Setup Fee: $2,000 to $4,000 for research, strategy, and setup.
• Ongoing Management Fee: $1,500 to $3,500 per month or 10-20% of the ad spend.
• Additional Creative Fees: $1,000 to $3,000 for video production, carousel ads, and other assets.

Why This Approach Will Deliver Results

A Targeted LinkedIn Campaign allows us to reach professionals who are in constant need of effective virtual communication tools, making them more likely to understand the value of the iVi device.

By leveraging LinkedIn’s precision targeting, engaging content, and cost-effective CPC/CPM model, this campaign is poised to generate significant engagement and drive meaningful sales leads.

As we refine the campaign over the first three months, we expect significant improvements in landing page conversions and overall campaign performance, moving towards a 30-40% conversion rate on landing pages.

For more information or to discuss this strategy further, please get in touch.