If B2B is your world, then LinkedIn Ads will be a gold mine. Many accomplished B2B businesses will point to LinkedIn as a primary contributor to lead generation for their marketing.
What is LinkedIn advertising?
The mechanics of LinkedIn are similar to those of other social platforms. Unique to them however, are the over 700 million active users worldwide connecting with other business professionals from around the world. Moreover, LinkedIn allows advertisers to specifically target their desired audience by profession and interest, which is immensely valuable.
How to advertise on LinkedIn?
Before you do anything, be sure you’re clear on what you are looking to achieve with the platform. Then you can take the first step of setting up a LinkedIn Company Page where you outline the relevant info for your business.
Next up, you need to make your LinkedIn page search friendly. Just like with any other site, this means you need to optimize your business page for frequently searched/highly relevant keywords in your niche/industry.
When you’re ready to start advertising, head over to the LinkedIn Campaign Manager to make use of the targeting function. This allows you to filter for location, workplace and interests of individuals you are looking to target. The next step would be to determine what kind of ad you would like to run. LinkedIn serves regular ads, dynamic ads and native content. PPC ads and dynamic ads appear on the right side of the feed, while native content is included in the users’ feed. When thinking about what to post, consider video content. It greatly increases the chance for a user to stop scrolling and LinkedIn has determined that video content receives 5x more engagement than non-video content. It has been shown that the best time to post is between 8am and 3pm on workdays, as most people visit the platform at least once during that time.
Last but not least, LinkedIn is all about building relationships. Think about how you can add value to others’ lives and businesses.
What are the benefits of B2B marketing on LinkedIn?
LinkedIn, like all social platforms, builds brand awareness. But what makes it different from the others such as Facebook and Instagram is one word: “professional”.
LinkedIn’s network focuses on professionals in their respective fields and industries. If you go on it yourself you will notice users actively engaging with content relevant to their respective role or industry. In turn, there are a lot fewer memes and irrelevant content muddying the feed.
Another thing to keep in mind is that LinkedIn is a great place to reach people in decision-making roles, meaning that targeting these individuals may already help your business get the first foot on the door.