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LinkedIn is the leading online community for business professionals. Members go there to look for jobs, seek career advice, learn from others and connect with people in their field, which means they are in a professional frame of mind when they scroll their feeds. That makes it a natural place to start a LinkedIn advertising campaign if you sell to other businesses.
LinkedIn puts you in front of the right decision makers
Want to reach the buyers at the top accounts on your priority list? LinkedIn’s targeting is built on profile data that members provide themselves. Advertisers can target by company, job title, job function, seniority, industry, company size, groups, skills and interests, and combine those options in almost endless ways.
Many of the people on the platform help make or influence business decisions at their companies. Precise targeting lets you narrow in on specific audiences and get on the radar of decision makers at your most important accounts. For B2B advertisers, few platforms match that level of professional targeting.
Context matters: people are on LinkedIn to grow their careers and businesses
Having trouble generating search volume on Google for a niche B2B product? Or finding the right audience on Instagram or Facebook? LinkedIn offers a solution because of context. People are on LinkedIn to advance their careers and companies, so they are more receptive to ideas and solutions that help them do that.
Targeted ads can help potential clients imagine how working with your business would help theirs. Sharing valuable insights, case studies, webinars and white papers at the right time and place can turn a scrolling decision maker into a new account, which makes LinkedIn a strong contender for your B2B ad budget.
Ad formats and objectives that fit your goals
LinkedIn offers a range of ad formats, including Sponsored Content in the feed, Sponsored Messaging that reaches members in their inbox, text and dynamic ads, and Thought Leader Ads that promote posts from your executives and employees. Lead Gen Forms let members request your offer without leaving LinkedIn, with their profile details filled in for them.
You can pair these formats with objectives such as brand awareness, website visits, engagement and lead generation, so each campaign matches a specific goal. Using the right mix helps you give each audience useful, relevant information at each stage of the buying process.
Campaigns you can scale to any budget
LinkedIn lets you control and adjust your budget to focus on your best-performing audiences. Reporting shows how your ads perform over time and which audiences turn into leads and which ones only consume budget. You can adjust campaigns quickly, and use your own customer and prospect lists to match audiences.
Be aware that LinkedIn clicks usually cost more than clicks on many other platforms, because the audience is so specific. That makes tracking essential: measure the cost per qualified lead, not just the cost per click, and connect your CRM so you can see which campaigns create pipeline.
Grow your B2B business with LinkedIn Ads
LinkedIn gives businesses of all sizes the chance to put solutions in front of professionals who have come to improve their working lives. If you want help with your B2B marketing, we at SmartSites can help. We use our years of digital advertising experience and strategic planning to identify the right approach to generating leads from LinkedIn. Schedule a free discovery meeting to see how we can help.
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