LinkedIn Advertising is the ideal tool for reaching out to highly educated professionals, decision-makers in the corporate world and businesses as a whole. Unlike the intent-based AdWords platform, it is a higher funnel marketing form, which makes it most suitable for raising brand awareness and fostering consumer interest and consideration. It can achieve a multitude of business goals, from building brand awareness and ascertaining thought leadership in your field to creating a list of prospect leads and converting existing ones. More importantly, LinkedIn Advertising is currently gaining great momentum worldwide and claiming a well-deserved place in businesses’ marketing toolbelt. It is widely accepted as the most effective platform for the distribution of B2B content.
LinkedIn boasts over 550 mln users, 61 mln senior-level influencers and 40 mln decision-makers.
LinkedIn ranks as #1 channel for B2B marketing.
94% of B2B marketers utilize LinkedIn in their promotional efforts.
91% of marketing executives name LinkedIn as their top source of reliable content.
What You Will Gain/Benefits
LinkedIn is currently a goldmine for B2B advertising – it abounds with companies seeking exposure and growth, thus offering you, as an advertiser, the opportunity to reach decision-makers directly. Your target audience consists of educated professionals and your advertisements will likely be taken more seriously. Through LinkedIn Advertising, you are able to tap into a high-quality pool of lead prospects much more meaningful to your company and your marketing goals.
Moreover, LinkedIn Advertising is still less competitive than advertising on Google. In fact, the latest stats show that the 3 million LinkedIn users who post weekly receive the astounding amount of 9 billion in-feed impressions every week. Additionally, the platform has evolved immensely in the past few years, adopting many of Twitter’s spreading techniques and Facebook’s unique targeting.
The platform offers a great mix of ad opportunities which allow you to distribute diverse, dynamic content to a granularly targeted group in a native and highly professional manner. The current LinkedIn ad creatives and formats can be designed and served in a very authentic and intriguing way in order to engage prospect leads. Furthermore, you will be able to gather unique and highly valuable insights into the type of users visiting your webpage, and not only your LinkedIn profile. For instance, you are able to monitor what job titles and functions show the highest engagement on your landing pages and what percentage of executives convert.
What a LinkedIn Campaign Consists Of:
The overall step-by-step approach to LinkedIn Advertising is very similar to other forms of PPC Ad Management [link to page] and starts with initial research, micro-audience targeting, asset assessment and the devising of a clear, robust, long-term strategy customized to your business objectives.
Research=>Asset and Competition Assessment=>Micro-audience Targeting=>Crafting a Potent Custom Strategy and Preparing Creatives=>Launch and Testing=>Monitoring=>Continuous Optimization=>Regular ROI Reports
LinkedIn targeting is unique and diverse. You can not only select your target audience based on popular demographic features like gender, age, education and location, but you can also reach out to followers and connections, recent website visitors and Email contacts, and professionals from a particular company and industry. The fantastic range of features also extends to targeting by company size, job title, job function, job seniority, member schools, fields of study, degrees, member skills, years of experience, and member groups. Imagine the scope of such granular approach! You will have a trustworthy access point to a particular type of professional who works in a certain area at a specific job position and has such and such skills and that many years of experience.
The success of your LinkedIn Advertising campaign – as well as continuous optimization – can be measured using a variety of metrics, such as website traffic, awareness, conversions, and ad spend.
Bidding is organized into three popular models:
CPC, or Cost Per Click
CPM, or Cost Per Impressions
CPS, or Cost Per Send, i.e. setting your budget according to the number of personalized messages sent to users’ inboxes (only available for Sponsored InMail ads)
Direct Sponsored Content
Lead Generation Forms
Native looking content (image, video, article etc) which sits in the feed of a user along with the regular, user-curated updates. You can bid by CPC and CPM.
Easy-to-set-up non-native ads which appear on the sidebar (only for desktop). You can bid by CPC and CPM.
A personalized message sent directly to an individual’s LinkedIn Messenger. The unique advantage of this ad type is that a user can only receive one such ad within a 45 days. You can only use the CPS model.
Through this one, you can test highly personalized content as a native ad which is featured in users’ feed, but does not appear on your own page.
Engaging, creatively designed and highly effective personalized ad type of several varieties: Follower ads, Spotlight ads, Job ads, and Content ads. For instance, you can enable pdf downloads and job applications. Available only on desktop.
These native ads can feature rich media content. Their usefulness lies in the auto-filling of info in the ad itself, without the need for the user to be redirected away from LinkedIn. Additionally, you can request more details, such as degree, phone number, zip code etc. Available only on mobile.
Increase qualified traffic to posts
Raise awareness about initiatives and promotions
Drive traffic to LinkedIn page or website
Attract job candidates
Promote events and initiatives
Directly engage prospects
Similar to Sponsored Content
Attract job candidates
Collect leads seamlessly
Where Campaigns Fail
The LinkedIn Advertising platform is still underutilized on a global scale. The latest statistics show that even though LinkedIn is considered the most trustworthy source of B2B content, only a small portion of companies take advantage of the business opportunities at hand. Moreover, most businesses don’t have a properly trained LinkedIn Advertising team at their disposal and venture only tentatively into this form of PPC advertising. And whereas many marketing agencies offer the service, very few have valuable and valid expertise to execute a successful campaign.
Why Trust MaYoMo
Our team possesses incomparable experience-driven expertise and implements beautifully devised, clearly executed, and thoroughly and intelligently monitored campaigns. We rely on proprietary targeting methods and create compelling copies and visuals. Your branding will be in secure hands and we are proud of it. We will make sure your business objectives are met within the desired parameters and your competition fears your shadow. Our invaluable experience with LinkedIn Advertising has taught us how to continue empowering businesses and help realize creative and spearheading endeavors.