How Paid LinkedIn Advertising Works When Selling B2B

How Paid LinkedIn Advertising Works When Selling B2B

LinkedIn is without a doubt the world’s largest social media site for professionals, BUT did you know LinkedIn also houses a strong and effective advertising platform?

You can use LinkedIn as part of your marketing strategy to promote your business, build your brand and showcase your services directly to the business market. Let’s look at LinkedIn Advertising and see if it is worth testing for your business.

Is LinkedIn Advertising Worth Testing?

Before you decide to use LinkedIn Advertising, you need to ascertain whether this is where your ideal audience is hanging out. Who is your target audience? Are they on LinkedIn?

Initially, LinkedIn was referred to as the “business Facebook” and the place to go to connect and network with business professionals. Generally, these individuals are there to network, advance their careers, increase their professional and business connections and, of course, promote their own products and services. 

It has grown exponentially and now lends itself to one of the most effective marketing platforms available to businesses. As many as 65% of B2B marketers have found LinkedIn successful, reaching the decision-makers within the business and making valuable connections.

How To Use LinkedIn Ads

As with any online advertising, there are a few things to consider before using LinkedIn Advertising as a platform to promote your products and services:

  1. Who is your audience? Who are the decision-makers? What are their job titles/industries/company sizes? Where are they located geographically? You’ll be able to ascertain what budget is needed to reach your audience, as with Google Advertising – LinkedIn will provide a budget guide in terms of daily ad spend.
  2. What is your objective? Are you looking to drive people to your website to complete an enquiry form? Do you want to generate brand awareness? Perhaps driving direct enquiries through LinkedIn Lead Forms is more what you need? Identifying your desired outcome will help you when it comes to building a campaign.
  3. Which type of placements should I use? You have the opportunity to advertise in the main LinkedIn feed (best results), via the right-hand column (slightly less visibility) or directly to users’ inboxes (a little spammy, in our opinion, but it can work depending on your industry and niche).
  4. When to advertise? At what point of the purchase cycle is your audience. Are they at consideration or about to enquire? Using a combination of messaging to talk to prospective clients at the stage of the cycle, they are at can really assist when it comes to conversions and results. 

What Next when it comes to LinkedIn Advertising for business?

Like any advertising campaign, it doesn’t work for everyone, and it’s best to develop a strategy that fits your business and target market and, of course, budgets!

If you’re ready to explore paid LinkedIn Advertising for your business, we have a team of experts to help you. Please feel free to get in touch with us.