LinkedIn Marketing Solutions, also known as LinkedIn Ads, can be an excellent tool for B2B marketing and even some B2C marketing. Many B2B companies use LinkedIn Ads to get valuable leads that can help them grow their businesses. B2C companies often utilize LinkedIn and LinkedIn Ads for branding, recruiting, reaching out to a broader audience, and expanding their lists of partners and investors.
Here at Sefati & Company, we have been running our clients’ LinkedIn Ads for the past four years, and before that, we ran LinkedIn Ads for our own lead gen campaigns. Since most of our clients are enterprise-level companies, we have been able to amass considerable expertise handling large-scale LinkedIn Ads strategies.
Below we share five practical LinkedIn advertising tips (plus one bonus tip) to help your LinkedIn Ads campaign get better results.
1. Understand your target audience
A successful marketing strategy starts with a strong understanding of your target audience. LinkedIn has many promising targeting segments that can be very helpful as you seek to meet your KPIs (key performance indicators). But LinkedIn Ads can be expensive, so if you don’t have your targeting spot on, you can end up wasting a lot of advertising dollars and not seeing your desired results. Therefore, before launching a LinkedIn Ads campaign, we at Sefati & Company recommend you develop a clear understanding of who your target audience is. Doing so also can help you personalize your advertising messages so that they resonate with your target audience.
2. Broaden your target audience at the beginning, then tighten it as your campaign matures
After defining your audience and selecting your targeting options, you should estimate the size of the potential audience you can reach. New LinkedIn Ads campaigns usually have a learning curve. If you start with highly restricted targeting, you may not get the results you need to generate leads or other desired results. Hence, we at Sefati & Company encourage you to build a broader audience at the beginning of your advertising campaigns. In this way, you will first test a more general (but relevant) audience and then narrow your targeting after evaluating the initial performance.
3. Create advertisements just for LinkedIn
Stay away from generic advertisements on LinkedIn Ads or Facebook Ads, and avoid recycling advertisements from other platforms to LinkedIn. At Sefati & Co, we’ve seen the best results when we’ve created custom ad copy and original creative work for our LinkedIn Ads campaigns.. Selecting the right words, using professional and persuasive copywriting, and designing the proper ad creatives and CTAs (calls to action) can be hugely impactful. We urge you to take the time to become familiar with LinkedIn’s users and other statistics, which can help you better understand the target demographic of general LinkedIn users.
4. Offer gated content
Gated content is content that isn’t accessible right away. Gated content usually requires a user to complete a short form before accessing specific sections of a website. Gated content is a great lead generation tactic that has been around for a while and continues to be very effective. For example, a gated downloadable file, such as a white paper or eBook, helps you collect basic information such as names and emails, which can help you create a highly targeted audience. The CPCs (costs per click) are generally a bit higher, but the lead quality is higher too, since you’re paying to make a direct impression on a set of hyper-relevant users who may need your product. Additionally, offering gated content that demonstrates your thought leadership can be a useful strategy for branding.
5. Update your bid and budget
At the beginning of all your campaigns, you should use LinkedIn’s “Automated Bid” feature to help you spend your daily budget at the highest efficiency. However, as you learn more about your campaign and narrow down your audience, we at Sefati & Company recommend you change to “Manual Bidding” to control your spending. When switching to Manual Bidding, don’t go cold turkey and reduce your CPCs to the minimum, which can negatively affect the results of your campaign. Instead, reduce them slowly to make sure your campaign results remain as efficient as possible.
Bonus Tip: Run more than one advertisement per campaign
Different audiences react differently toward the ad creative, the ad text, or the ad’s offers. We encourage you to create multiple advertisements for LinkedIn, using different creatives and slightly different phrasings for the same campaign.
Reach out to us to see if LinkedIn advertising is right for you. Or, if you are already using LinkedIn Ads, we would be more than happy to help you improve your current LinkedIn advertising strategy.