What's Always-on with LinkedIn Marketing Solutions?

How to define always-on marketing?

We are now in a world where buyers have more control and power than they ever did. They are not going to be confined to the 45 minutes of the webinar you’re doing next Tuesday or the 15 minutes your sales team wants to have with them next week to talk about capabilities.

Your prospects are working all hours, and they want to access information in real-time. So, your ability to manage that relationship is far more difficult than it used to be, but if you take advantage of the combination of the right content in the right place with the right psychology, you can ensure that your prospects are researching as they’re learning.

Find the balance between brand awareness and acquisition.

Content marketing can often seem time-sensitive. But it doesn't have to be. Content with a limited lifespan gets lost in the feed because it loses relevance and stops being shared. Always-on content plays an important role as part of the growth engine for your business by, continuing to introduce people to your brand, and drive demand for solutions, and generating leads, long after it was first produced.

Why rely on awareness for long-term growth?

Awareness and acquisition usually come at different times in your growth strategy.

Brand Awareness:
Create meaningful connections between your brand and relevant buying situations to drive long-term growth (examples: Multimedia content, thought leadership, corporate social responsibility, communication about your mission/vision, etc.)

Acquisition:
Create a sense of urgency around specific offerings/services to drive short-term growth. More niche targets to appeal to your key audiences and drive demand.

Don't forget, sales activation generates short-term growth, activation captures demand but does not create it, and brand development creates long-term growth. It allows you to create demand and capture it.

LinkedIn performs better when content is evenly split between awareness and acquisition. Users who are exposed to both brand awareness and acquisition content are 6 times more likely to convert.

Adopting a long-term approach also means relying on a strategy with a common thread.

The importance of an always-on strategy as opposed to a campaign approach can be resumed like this:

"Advertising is about creating memories in the minds of your target audience and reviving them. A continuous advertising strategy is, therefore, more effective than a one-off campaign followed by a long hiatus, because it helps prevent forgetting."
Pr Byron Sharp, "How Brands Grow"

Why should you choose an "always-on" strategy?

Audiences decide when to convert. Marketing initiatives can influence behavior but rarely change it. Ultimately, your audience will convert when they are ready. Building brand awareness keeps the target audience in mind until they are ready to buy.


If you are not there, your competitors will be. So you need to regain market share and build awareness before you can even close deals. Do not let your competitors dominate the minds of your audience.

Build momentum with your customers.

The more frequently you reach out and engage with your customers, the more effective the campaign will be.

Who to target?

Death of hyper-targeting :)

We have spent the last decade targeting micro-audiences, targeting too narrowly is not effective; the buying committee changes with 40% of users changing jobs, companies, or industries every four years.

You need a targeting that reflects the important information of your buyer personas without being too specific. The best will be to refine your audiences from the awareness to the lead generation phases and implement retargeting from your awareness campaign to work on warmer prospects.

The "always-on" strategy will help you increase efficiency in generating more leads at a lower cost per opportunity. In some cases, you might see that your CPL (cost per lead) is higher, but the result is a greater contribution to the pipeline and therefore higher revenue down the road. If you are serious about becoming a major player in your industry and closing more deals, always-on is the strategy to implement.