LinkedIn Ads Worth Consideration

If you are a business-to-business company, consider LinkedIn ads in your marketing mix. LinkedIn is the most successful platform for capturing quality leads for B2B businesses. LinkedIn ads are more expensive than Facebook and Twitter ads, but they are more successful in generating B2B leads. 26% of B2B decision makers use LinkedIn. Companies that engage through LinkedIn report that over 80% of their overall social media marketing leads come via LinkedIn.

LinkedIn Ad Options

Sponsored Content is a promoted post from a company that appears in members’ LinkedIn feeds. It may include text, an image, a video or a single job posting, and link to a related website of the advertiser’s choice.

Sponsored Content can be identified by terms such as Promoted or Sponsored that appear in the upper left corner of the post, under the company name. Sponsored Content may appear on both desktop and mobile devices.

Text ads appear in the right rail or the top banner of many pages on LinkedIn. These ads may feature text only or may also include an image, such as the company’s logo. Clicking a text ad will take you to a website chosen by the advertiser.

Sponsored Messaging includes message ads and conversation ads. These ads are displayed in members’ LinkedIn Messaging. The target audience is generated based on segments the advertiser has selected, rather than sent to specific individuals identified by the advertiser.

Message and conversation ads appear on both desktop and mobile devices when members are active on LinkedIn. They are identified by the word Sponsored in the subject line.

Dynamic ads change dynamically for each member. Dynamic ads use members’ profile image, name, and job function to create customized ads. Each member sees their personalized information; member profile information is not displayed to other members.

Members can opt out of allowing their profile information to be used to personalize ads.

They appear in the right rail of pages on desktop when a member is signed in to their LinkedIn account.

Set a Budget

LinkedIn’s minimum for ads is $10 per day. Start there and adjust based on results.

You have three ways you can control your spending:

  • Total Budget: LinkedIn will spend your specific budget then the campaign will end.
  • Daily Budget: If you want a longer running campaign but you want to cap the amount to be spent, then this is the right option. The ad will stop once the daily budget is depleted. Then it will resume the next day.
  • Setting Bids: With this option, you can choose the maximum amount you want to pay on impressions and clicks. If you are running an InMail campaign, then you will select the maximum amount you want to spend on delivered InMails. When you set bids, you won’t pay more than the amount you bid.

Marketing Goals that Measure Up

What business goals are you working toward this year? Your online marketing should be contributing to those goals. And, your efforts should be measurably accountable for their contributions.

I ask every new client this question: “What are your online marketing goals?” While some have a sense of what they are trying to accomplish, many have never connected their online activity with their business goals.

Defining your goal matters. Without it, your efforts online will never be as effective and important as they could be.

Tie Digital Marketing to Business Goals

Instead of setting brand awareness as the goal, think of awareness as one step on the path toward a business goal. Your digital marketing should add to the bottom line.

To be useful (and measurable), online marketing goals must be specific and match a meaningful business goal. Often:

  • Customer loyalty
  • Increase customers or prospects
  • Increase sales, outright or support higher conversion rates

Translate Goals into Online Activity

Business goals can be met several ways online.

Build Subscribers or Followers: You need an audience to meet your goals. Subscribers and followers are giving you permission to communicate with them.

Generate Leads: Great content can encourage prospects to sign up for a demo, register for an event, or request access to a resource center. Leads provide information about themselves because they want to actively learn what your brand has to offer.

Sales Support: providing content that helps customers decide to choose your product or service. Often, this is in the form of testimonials and case studies that show how people are helped by your business.

Customer Loyalty: Digital marketing can reinforce the customer’s decision after the sale. Content that offers tips and insights and helps people get the most from their connection to you commonly supports this goal.

LinkedIn Stats to Guide Your Strategy

With more business taking place online, more people are seeing the value of LinkedIn for professional networking. In fact, a Pew Research Center survey conducted in early April finds that 53% of U.S. adults now find the Internet essential for them.

For professionals, a key place is LinkedIn. This is the social platform to find people, check on credentials, and expand our networks.

Consider these 2019 stats, and know that these numbers are certain to grow in 2020.

  • 7 out of 10 professionals describe LI as a trustworthy source of professional content
  • 50% of business-to-business buyers use LI when making purchasing decisions
  • 46% of LI users are women, 54% men
  • 3 million users share content on a weekly basis
  • Links, videos and photos all get high engagement
  • B-to-B companies report that 80% of social media leads come via LI
  • 40% of social media traffic coming to B-to-B websites is from LinkedIn

Now is the time to amp up your LinkedIn marketing strategy or to get a strategy in place.  Connect with professionals to find the best services, market your services, or find that next great team member.