79% of B2B marketers said they saw the best results using LinkedIn for their paid advertising, making it the most used and successful platform for social media advertising. Online advertising has become a staple in B2B marketing strategies and as a marketer, you must take a strategic and targeted approach to decide where to invest your online marketing budget. LinkedIn is here to stay and should be strongly considered as an option for your organization. If you’re considering incorporating LinkedIn ads in your B2B marketing strategy, continue reading to learn how to fit it into your marketing plan and make it a success.
Determine if LinkedIn Ads Are Right for You
Before you begin investing time and money into LinkedIn advertising, you will need to determine if the products/services your organization offers is a good fit for the LinkedIn platform.
In the B2B space, LinkedIn is, in most cases, always a good option for you. The platform is primarily used by business professionals and is not always suitable if you were operating in the B2C space. Alternative options such as Facebook or Twitter are more commonly used for organizations marketing directly to consumers.
People often come to LinkedIn to learn something new, to find solutions to their problems at work or to create professional connections, which is why it sticks out as a great tool in B2B marketing. The users are already in the right mindset, and not just scrolling for pleasure, which is more often the case on other platforms.
Why LinkedIn Ads Are A Powerful Tool
As mentioned earlier, LinkedIn Ads can be a powerful social media advertising tool for B2B marketers with several benefits. Through the platform you can:
Connect With Your Target Audience
LinkedIn sets itself apart by offering precise targeting options that focus on various demographics as well as firmographic elements, which many other social advertising platforms do not. Examples of their targeting options include:
- Professional: Job Title, Job Function, Seniority, Skills, Years of experience
- Company: Company category, Company connections, Followers, Growth rate, Industry type, Revenue, Company size and Company name
- Education: School Name, Degree/Field of Study
- Demographics: Gender, Age, Geography
- Interests & Traits: Interests, Groups & Traits
- Combinations & Exclusions
For an in-depth view of LinkedIn’s targeting features, check out this helpful article which includes best practices.
Reach Key Decision Makers
With LinkedIn’s extensive targeting features, you are able to reach decision-makers in your target audience, such as CEOs, VPs and other executive-level positions. Targeting allows you to focus your budget on the audience that fits your buyer personas and holds purchasing power.
Retarget with Matched Audiences
LinkedIn’s Matched Audiences is a great function to create custom audience segments you can include in your advertising targeting selections.
With Matched Audiences, advertisers can run website retargeting campaigns to reengage their web visitors or reconnect with people who have engaged with your ad, page or LinkedIn Event. It also allows you to engage prospects on LinkedIn via an email list upload and create lookalike audiences based on all the criteria mentioned above.
Create New Leads
Another beneficial LinkedIn Advertising feature is Lead Gen Forms, which makes it easy to collect contact information directly from the LinkedIn platform.
When a user interacts with your ads, they will be prompted with a Lead Gen Form instead of sending them to a landing page. You’ll receive comprehensive reports of everyone who submits a Lead Gen Form, allowing you to transfer that data directly into your marketing automation tool or CRM.
Using Lead Gen Forms is valuable because the lead data can be directly collected from the member’s LinkedIn profile. This creates a better process to ensure accurate data from each user as they are not able to enter false or partial information, which is a risk in using a landing page on your website.
Get Started on Your LinkedIn Ads
In conclusion, LinkedIn Ads are a great way for B2B businesses to reach their target audience. The ads offer a variety of benefits and can help your B2B company create more brand awareness and find new leads. We hope this blog gave some insight into what LinkedIn Ads can do for your organization.
Want to start building your LinkedIn Ad Strategy but need more expert assistance? Contact us today or request a free marketing consultation! We’ve helped many of our clients create successful social media advertising campaigns and reach their ideal target audience.