August 23, 2019

DRIVING DOWN COSTS ON LINKEDIN FOR CONCORD LAW SCHOOL

RESULTS

41%

Stronger cost per lead with InMail

compared to Facebook sponsored content



256%

Stronger cost per lead in Q2 with InMail

compared to LinkedIn sponsored content 


OBJECTIVE

Generate awareness of Concord Law School’s program offerings to drive enrollment while maintaining a low cost per lead.

STRATEGY

For a higher education institution, activating on a platform that has the ability to reach a niche audience and drive the best results at the lowest cost is crucial. Previously running sponsored content on LinkedIn and Facebook for Concord Law School, SocialCode analyzed the two platforms and determined that LinkedIn was better suited at reaching the brand’s audience. This was due to the fact that the platform’s use for professional services allowed SocialCode’s media team to go deeper into intent signals such as job title and field of study, ensuring only qualified users would be served an ad.

Since LinkedIn is typically avoided by marketers due to its high price tag, SocialCode recommended leveraging LinkedIn’s new InMail ads in addition to sponsored content to drive down costs. This combination ultimately allowed for a prior exposure to sponsored content to be more personalized and explained in more detail, which improved the InMail open rate by 3.4%.

LEARNINGS

When aiming to drive down costs on LinkedIn with a niche audience, tap into multiple placements to ensure a clear message is being communicated at multiple touchpoints.