LinkedIn advertising is a tool for reaching B2B decision makers. .
B2B marketing is complex. LinkedIn advertising is a powerful tool for reaching B2B decision makers. You’re trying to find decision makers in an organization, trying to influence an entire team, working with purchasing protocols, and building relationships with people whose roles or jobs can change at any moment.
You may feel like you’re spinning your wheels trying to find ways to connect with the right person. That’s where LinkedIn advertising comes in.
LinkedIn ads can help you find decision makers and reach specific industries where you have already achieved success. This professional networking platform can tell you more about a person and their role than any other platform or advertising venue. Use this knowledge to start building relationships with more meaning and purpose.
LinkedIn Advertising Mastery
To get the most out of your LinkedIn ads, you need a clear strategy. Here’s how to reach 1 billion people in 200 countries.
1. Define your goals
You should never start an advertising campaign without first defining your goals. Determine what you want:
attract customers
increase brand awareness
Increase website traffic
Strengthen existing relationships
Create a first impression on decision makers.
The more clearly your goals are defined, the more successful your marketing campaign will be.
2. Define your target audience
LinkedIn offers specific ad criteria. You can select job title, industry, company size, interests, and more. But all this is worthless if you don’t know who your target audience is. To effectively reach your audience, you need to identify these details.
When defining your target audience, use buyer personas to go beyond what LinkedIn allows you to filter. You want to understand what drives your buyers and why they might consider upgrading or adding a service or product like yours. Are they dissatisfied? Do they have unmet needs? What pain points did they experience throughout their buying journey?
3. Create compelling ads
Now that you know your goals and your audience, you can begin crafting compelling ads that will engage your audience. Keep your ads concise and avoid wording that distracts your audience from your core message. Use visuals, including video, whenever possible. When crafting your ads, think about how you’ll be one of many ads and messages a user will see as they scroll through their feed. You need to stand out, grab attention, and directly address the pain points you’ve identified for your target audience.
You need to find a way to directly address the buyer’s needs. For example, you might touch on ways to increase revenue or improve employee retention.
LinkedIn Advertising
4. Choose the right ad format
Like most advertising platforms, you have a choice of ad formats. Here’s an overview of some of the options available on LinkedIn.
Sponsored Content: Ideal for promoting blog posts, value-added content, and other types of articles.
Text ads: Help direct potential customers to your website.
Sponsored InMail: Generates personalized messages for your target audience, which can be useful for relationship building.
And within these options, you have a variety of formats to choose from.
Ad with 1 image
Multi-image ads, also known as carousels
Conversations
Documents
Events
Followers
Lead gen
Spotlight
Job
To decide which format is right for you, look at your campaign goals. Don’t just pick the one you’ve heard the most about or had success with in the past.
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5. Create a budget and bidding strategy
Determine your Linkedin advertising budget. It should be aligned with your goals. Your goals should include a return on investment. LinkedIn allows you to bid in a variety of ways, including cost per impression (CPM) and cost per click (CPC). CPM is usually best for awareness campaigns.
6. Customize your ads carefully
Be careful when setting up your ads. Don’t rush, as this process can impact your ad results. Be specific about your audience. While you can always expand your audience, you can waste hundreds of dollars and reduce your overall campaign ROI if you cast your net too wide.
Use LinkedIn’s targeting India Email lead capabilities, including Matched Audiences, to find users based on interactions you see on your site, in other ad campaigns, and more. This helps you find users who are most likely to be interested in your products and services.
7. Optimize your campaign
Once you have set up your ads, you can’t just expect them to start producing results. You will need to improve your ads frequently. Take the time to analyze what is working and where you can cut costs by reducing the cost of audiences that are not performing as well. This process is quite complex, as you will have to dive into your ad analytics. Look at the number of clicks, impressions, and conversions for your ad. Refine your audience based on what is working.
8. Test different advertising messages
Test different messages and content to see what resonates best with your audience. Use A/B testing to see what produces the best results with the greatest impact. Ask different members of your marketing team to write ad content to get different ideas and strategies. Remind them of your target audience and give them a chance to work on attracting them. Then test these ad strategies to find a good ad.
9. Use retargeting tactics
Retargeting acquired users is a smart move. Perhaps they were distracted and unable to complete the action you wanted them to take. Or they needed to consult with others in their organization before purchasing your products or services. Use LinkedIn retargeting to show ads to relevant users.
10. Measure the results
Go back to your campaign goals and evaluate your results against them. Dig into your analytics to determine how successful your campaign was. Use this opportunity to iterate on your campaign and improve it in the future.
Benefits of Using LinkedIn Ads
LinkedIn advertising is another way to reach your audience. But for B2B businesses, it offers many other benefits. Here’s an overview of those benefits.
1. Authority
Because LinkedIn is a place for business networking, people report that they perceive ads there as more credible. The brands they interact with on LinkedIn tend to have a more positive connotation in their minds than other brands. This positive impression of your brand can lead to a higher ROI.
2. Branding in the mind
Customers who engage with your brand across multiple platforms say they can easily recall brands they’ve interacted with on LinkedIn. Research shows that consumers who engage with brands on LinkedIn are 6x more likely to convert than those who only engage with a company on one platform, like its website.
3. Better retargeting
LinkedIn makes retargeting easy. Matched audiences help you reach people similar to those who have engaged with you on your site. This data isn’t as easy to obtain elsewhere, making LinkedIn advertising especially advantageous.
Discover the benefits that apply to your company
Every company has its own way of assessing the benefits of LinkedIn. Start exploring how this advertising platform can benefit you by launching a campaign. If you haven’t seen significant results in the past, a fresh perspective and deep experience may be the answer. New Light Digital is a team of digital marketing experts who know how to get the most out of advertising platforms like LinkedIn and integrate them into a complete digital marketing strategy
