LinkedIn is a perfect fit for reaching B2B prospects.
What’s not to like about advertising on LinkedIn? Ninety-three percent of B2B marketers say social media is their number one tactic for content creation and distribution.And 79 percent of B2B marketers
And 79 percent of B2B marketers view LinkedIn as an effective source for generating B2B leads.
LinkedIn Marketing Services
There are two ways to advertise on LinkedIn:
- Self- Service Ads
- Managed Campaigns.
Self-Service Ads allow you to set your budget, choose the number of clicks or impressions served, and stop your ads at any time using LinkedIn’s Campaign Manager.
Ad formats that you can use for Self-Service Ads include sponsored Content Ads and Text Ads.
Sponsored Content Ads (also known as native ads) are similar to Facebook’s Sponsored or Suggested posts. Sponsored Content Ads are embedded into LinkedIn Updates. In other words, they’re dropped right into the LinkedIn Update stream and look just like a regular Update (other than the fact that you’re identified as a sponsor).
Sponsored Content Ads are a rock-solid option if you’re interested in driving clicks to your website.
Text Ads are the smaller ads off to the right of LinkedIn’s Updates. They’re a little less intrusive which doesn’t mean they aren’t effective, it just means they’re smaller and less noticeable.
Quick Facts about LinkedIn Marketing
- Total monthly active users: 100 million
- Targeting capabilities: Good to excellent
- Perfect for: Business-to-business marketers
Launching A LinkedIn Marketing Campaign
When you’re ready to step up to the next level on LinkedIn advertising, you’ll want to visit their Managed Campaigns area.
Managed Campaigns are more expensive, but you’ll have a dedicated LinkedIn team to help you create exclusively placed, highly visible ads for premium audiences. Account-managed ad formats include Sponsored Content, Sponsored InMail, Dynamic Ads, Display Ads, and Account-Based Marketing.
The bottom line – if you’re a small business on a limited budget (say $5,000 or less per quarter), you’ll want to stick with Self-Service Ads, but if you’re a larger company with a more substantial budget, you might want to explore using LinkedIn’s Managed Campaigns offering.
The odds are, you’ll do a self-service campaign on LinkedIn, but if you plan on spending more than a few thousand dollars a month, be sure to take advantage of their Managed Campaigns feature.
With a Managed Campaign, the LinkedIn team can coach you on how to get the most from their platform.
LinkedIn is perfect for B2B marketers. Be sure to use their targeting feature to promote your product or
service to people based on their job title, their function, their industry, their company size, or even their seniority.
Be sure to track the clickthrough rate and the cost per click for your ads. And, as with all paid advertising efforts, the more thorough you are about tracking your results, the more likely you are to have a successful campaign.