What you MUST know about LinkedIn Ads

LinkedIn is often seen as a great platform for business networking and recruiting professional talent, but it can be just as powerful for driving brand awareness and generating leads for your B2B business.

If you’re planning on leveraging LinkedIn paid advertising to increase your brand’s credibility and generate demand, there are a couple of things you should consider.

in this article, we'll discuss the benefits of LinkedIn for B2B marketing, who should advertise on business, and what you must consider before investing your time and resources on Linkedin. 

Why Linkedin?

The fact is as of the time of writing this article, no other platform offers the same level of precise targeting of B2B buyers making significant decisions and purchases.

1. Right Environment – Global professional network with over 750 million members.
2. Right Mentality – With LinkedIn, you connect with potential customers while they have a business-oriented mindset and are in a brand-safe environment.
3. Right Audience - A more relevant targeting experience, regardless of seniority, function, title, or company. All your stakeholders can be reached, your ads can be segmented and you can engage individuals who are more likely to convert into qualified leads.
4. Right Engagement - Professionals who are interested in cultivating relationships and cultivating positive conversations with others.

In addition, LinkedIn Lifts Your Brand's Reputation: As a result of LinkedIn's credibility, your brand's reputation will be enhanced. When a company advertises on LinkedIn, they are perceived as professional, trustworthy, intelligent, and of a higher quality than when a company advertises on a competitor's platform.

With LinkedIn paid Ads, businesses can reach B2B buyers, C-Suite executives, decision-makers, and other influential professionals at scale. One of the most significant benefits of LinkedIn Ads is its advanced analytics and tracking features, which help you maximize the success of your campaigns.

You can target specific customers based on their interaction with your content or website or upload a target list of businesses that you've identified as your ideal customer profile but In spite of the fact that LinkedIn ads are highly effective for B2B marketing, they are more expensive than other marketing channels because of their value-added features.

Who should Advertise on LinkedIn?

Before Advertising on LinkedIn, Ask yourself these questions:

Do you have a Linkedin Page?

Your company’s LinkedIn page is your brand’s home on LinkedIn. It's where you can connect with a professional community in a way that is authentic and scalable.

How active is your Linkedin Page?

Maintaining your brand's LinkedIn page is just as important as creating one. The more your followers engage with your content through likes, comments, and shares, the more likely their connections will see it thereby increasing your reach.

Who is responsible for managing your Linkedin Page?

Managing your LinkedIn Page is a team effort. There are four different admin roles that you can use to organize responsibilities within your team. The Super Admin, Content Admin, Content Curator, and Analyst. While you don't necessarily need to use all the roles - it's important to understand what their functions are to determine which makes the most sense in your specific internal workflow.

Learn all you need to know about a Linkedin page and how to grow one organically

Suppose you have an active LinkedIn Page and you’re looking to run Paid Advertising campaigns with it, here are some questions you should ask yourself to determine if paid promotion is a good option for you.

What is the value of your offer?

The return on LinkedIn Ads is higher for marketers and businesses selling products and services that have a high price point and a relatively high customer lifetime value. It might not make sense to promote a product or service worth less than your potential ad spends on LinkedIn. This is because the cost per acquisition can be high, typically over $8 depending on the location and competitiveness of your market.

Is your content piece or offer valuable and likely to engage your audience?

In addition to being an industry-wide networking platform, LinkedIn is also a place where business professionals meet. So they are generally not looking to be sold to. It is more effective to provide them with useful information that is relevant to them. Top-of-funnel offers such as Guides, checklists, free trials, brochures, and white papers are excellent advertising assets that work best on the platform to start a conversation.

What is your advertising budget?

With Linkedin being the largest professional networking platform where you can target businesspeople at scale, it's no wonder it's more expensive than the other B2B marketing options. Our general recommendation is to have a budget of at least $5000 per month to invest in LinkedIn Ads. A smaller budget might work depending on your marketing objective and niche, but you might need to run a promotion for longer to see meaningful results.

Not sure how to come up with a budget for your market? Here’s how to use LinkedIn Ad forecast as a starting point. 

Conclusion

If you're looking to leverage LinkedIn marketing for your B2B business, now is the time to get started. It goes without saying that LinkedIn marketing offers you the opportunity to reach a worldwide audience, build relationships, generate leads, enhance your brand awareness, and establish your credibility.

DemandCMO is a B2B Fractional CMO agency that uses platforms like LinkedIn to help businesses generate demand. If you’re looking for professional help with a customized B2B marketing strategy, Page management, or Paid campaign management, book a free consultation with us today.