The Sunlit Strategy: Harnessing LinkedIn Advertising During the Summer

As the temperature rises and people start planning vacations, businesses often tend to scale back their advertising efforts during the summer months. However, neglecting LinkedIn advertising during this period can be a missed opportunity. In this article, we will explore why it is crucial to maintain advertising campaigns on LinkedIn during the summer. We will delve into the audience that remains active on social media during this time and how businesses can benefit from addressing them. Additionally, we'll discuss the advantages of A/B testing campaigns and how they can enhance the global advertising strategy when September arrives.

CPC and CPM Comparisons:

When it comes to cost-per-click (CPC) and cost-per-impression (CPM), summer months on LinkedIn often witness a decrease in both metrics compared to the rest of the year. While specific figures can vary, studies have shown that during the summer, businesses can experience lower CPC and CPM rates on LinkedIn. This means that you can potentially reach a larger audience with lower costs, maximizing the return on investment (ROI) of your advertising campaigns.

Source LinkedIn "seasonal report 2022"

Active Social Media Users during Summer:

Contrary to popular belief, the summer period does not equate to a complete decline in social media usage. In fact, during vacations or downtime, people tend to spend more time on platforms like LinkedIn. Professionals may be more relaxed, exploring opportunities, networking, or seeking inspiration for their careers. This presents a unique opportunity for businesses to connect with potential clients, partners, and top talent. Additionally, it's worth noting that students and recent graduates often have more free time during the summer. Many of them are actively seeking internships, entry-level jobs, or professional development opportunities. By maintaining your LinkedIn advertising campaigns, you can tap into this pool of motivated individuals who are ready to engage and explore new career prospects.

Addressing the Summer Audience:
Maintaining advertising campaigns during the summer helps businesses stay top of mind when competitors might reduce their marketing efforts. It allows you to establish brand awareness, generate leads, and nurture relationships with potential customers, all of which can lead to increased sales when the market picks up in the following months. Furthermore, the summer period provides an excellent opportunity for businesses to test new marketing strategies, messaging, and creative concepts. A/B testing campaigns during this time allows you to gather valuable insights and optimize your advertising approach. These insights can then be applied to your global advertising strategy, enhancing its effectiveness when the busier months, such as September, roll around.

Key Takeaways and Benefits of A/B Testing Campaigns during summer:
Cost efficiency: Lower CPC and CPM rates during the summer allow businesses to reach a broader audience with reduced costs.
Engaging the summer audience: Professionals and students who remain active on LinkedIn during the summer can be valuable targets for businesses looking to build relationships and generate leads.
Staying ahead of competitors: By maintaining advertising campaigns while competitors reduce their efforts, businesses can gain an edge in terms of brand awareness and lead generation.
A/B testing for optimization: Conducting A/B tests during the summer helps businesses gather insights and refine their advertising strategies, ensuring a stronger and more effective global advertising approach when the market picks up.

In conclusion, LinkedIn advertising during the summer months is an opportunity that businesses should not overlook. By maintaining advertising campaigns, businesses can take advantage of the active social media audience, lower CPC and CPM rates, and gain an edge over competitors who might reduce their advertising efforts during this period.

To ensure the success of summer campaigns, businesses must keep in mind some key metrics. The first and foremost is tracking the conversion rates. Conversion rates will help determine whether the ads are generating leads or driving sales. The next metric to track is engagement rates. Engagements such as likes, shares, and comments show that the content resonates with the audience and helps increase brand awareness. Businesses should also track the click-through rate (CTR) to measure how many people are clicking on the ads, which can indicate the relevance and effectiveness of the ads.

When designing summer campaigns, businesses should keep in mind that the messaging and creative should resonate with the audience during this time. The messaging and creative should be adjusted to capture the attention of professionals and students who are actively using LinkedIn during their vacation time.Moreover, businesses should use this time to experiment with different advertising strategies. Conducting A/B tests during the summer will help businesses gather insights and refine their advertising strategies, ensuring a stronger and more effective global advertising approach when the market picks up.