15. Solution: Choose Platforms

One Possible Solution

Let’s say you decided to run an ad for BambooHR on LinkedIn. As you know, BambooHR is a software solution for small- and medium-sized companies to organize all their HR related information in one place. Their target customers are HR managers in small businesses and the product is for business usage, so LinkedIn seems to be the best platform to meet them. HR managers tend to be very active on LinkedIn, too, since it’s a great resource to recruit or research potential employees.

To make sure you reach HR decision-makers in small businesses, you would make use of LinkedIn’s ‘Experience targeting’ to target people who work in a HR function in a company with less than 500 people. You might also use ‘Location targeting’ to focus only on users from the US, if this is the only market where BambooHR is currently available.

On LinkedIn, it makes sense to book a Sponsored Content ad, because its placement on people’s newsfeeds gives you more space to talk about the product and it feels less promotional. It turns out BambooHR also has a pretty active company page on LinkedIn, so that’s a great place to link back to, and might also earn them some additional followers.

In your ad, you could showcase the short video that BambooHR features on their website, which explains the product in 3 minutes. Your ad copy could say: “Find out why BambooHR is the No. 1 online HR software for small and medium businesses. Try us for free today, and free up time for meaningful work!”

A click on the ad would bring the user directly to the free trial landing page, so BambooHR can collect the contact information of their potential customers.