LinkedIn Marketing Solutions
If you are looking for a new channel to increase leads, traffic and clients, LinkedIn can be the perfect place to look, especially if you are in B2B space. According to the last data, up to 65% of B2B marketers have acquired customers through LinkedIn advertising. LinkedIn is a social networking site with 550 million active users, created specifically for the business community. The purpose of the site is to allow registered users to establish and document networks of people they know and trust professionally.
LinkedIn advertising campaign allows companies and businesses to connect with the world’s largest community of specialists in their fields, delivering advertising content to platform members in different ways. The marketing solutions of LinkedIn allow advertisers to choose specific characteristics to help them reach their ideal audience. The ads that members see on LinkedIn are then aimed at delivering content relevant to them. LinkedIn is one of the leading platforms in the world and when its users see ads there, it should be useful and interesting for them.
- Why it is Important to Advertise on LinkedIn
- 1. The targeting capabilities.
- How to Advertise on LinkedIn Successfully
- How Does the LinkedIn Ads Work
- Launch your LinkedIn Ads with Dewzilla
1. The targeting capabilities.
What makes LinkedIn targeting so powerful is that you can count on its accuracy since all of this is based on first-party data, otherwise called self-reports. Although people can indeed distort themselves, it’s very unlikely because they are connected to the network and their company, so it would be difficult to say that you’re the vice president of marketing when you’re actually the marketing coordinator (if you are not affiliated with colleagues it will be less risky).
LinkedIn targeting is reasonably accurate and allows marketers to target people using demographic data such as job descriptions, seniority, company name, industry, and geography; and through interest orientation, such as group membership, a field of study, and skills; and finally, through your audience data (i.e. your account/ contact lists). While advertising on LinkedIn you will always find what you are looking for, you just need to customize your targeting well.
According to LinkedIn statistics, there are currently around 10 billion impressions of content per week, which means that people use LinkedIn for many different reasons, not necessarily because they are searching for a job. Many people visit LinkedIn regularly to keep up with professional networks, read relevant content, keep track of companies that they care about, and connect with contacts. One study by LinkedIn and Millard Brown found that 71% of professionals considered LinkedIn a trusted resource.
So why you should advertise on LinkedIn? Is it not enough just maintain a presence? A good rule of thumb is that it might be better to advertise people where they want and expect to be advertised, for example, people who read fashion magazines read as much for advertising as they do for editorials. People who visit LinkedIn are looking for industry leadership and product knowledge.
Although there are several different types of advertising on LinkedIn, one way to advertise is to sponsor a publication that can expand your area of leadership in the industry. And if you aim correctly, you can get it in front of those people who are looking for your mental leadership. Another interesting aspect of the LinkedIn audience is that if you compare trending topics with Facebook themes, they are very different from each other, with trending topics like integrated marketing, social networks, and marketing automation, while Facebook or Twitter are often focused on entertainment, as opposed to informational orientation. People who visit LinkedIn go there for information.
Marketers and advertisers generally love LinkedIn for its success as a generation leader. This is not to say that other platforms do not generate leads, but it is clear that LinkedIn works for more marketers and more companies. The only minus of advertising on LinkedIn is that you must have a large target audience, and the reason for this is that, unlike other sites on social networks, people, at least today, do not check their LinkedIn account so often, therefore ads need a large audience to get enough views. Also, LinkedIn ads can be expensive compared to other social networks (average cost-per-click is around $5). But if your products and services are highly valued and you are targeting right, then LinkedIn might generate cost-effective leads.
You can have all the necessary tools to work but still do not get the best results. On LinkedIn marketing solutions many tools can help you reach the right audience with the most relevant content. We exploit them every day to grow up businesses and we want to share with you to make sure you know how to use them to their full potential as well. We have determined 7 main steps to successful LinkedIn advertising.
1. Choose self-service or managed campaigns
LinkedIn’s versatile advertising platform makes it quick and easy to start a self-service campaign with text ads and sponsored content. Use Campaign Manager to set up ads, launch campaigns, and track progress. For a more strategic way of approach that tends to attract premium audiences, try to use account-managed LinkedIn ads. This service integrates you with a separate team of LinkedIn experts, which helps at every stage of the process, from targeting to optimization.
2. Get started with Campaign Manager
Campaign Manager is the center of your LinkedIn advertising. There you will find detailed results of the effectiveness of your ads, including demographic information about the users who clicked on your ads, engagement with Sponsored Content and much more.
3. Choose your ad format
- Sponsored Content is a company’s promoted post that appears in LinkedIn members’ feed. It may contain text, image or video and links to the corresponding website of the advertiser’s choice. Sponsored content can be identified by terms such as sponsored or promoted, which appear in the upper left corner of the post under the name of the company.
- Text Ads are ads that appear on the right side or on the top banner of many LinkedIn.com pages. They can contain only text or can also include an image, for example, the logo of an advertising company. Clicking on a text ad will take you to a website selected by the advertiser. Text ads can appear on both desktop computers and mobile devices.
- Sponsored InMail is an InMail message sent by an advertiser to your LinkedIn mailbox. This can be identified by the word Sponsored in the subject line. Sponsored InMail messages appear in your LinkedIn messaging inbox on both desktop computers and mobile devices.
- Dynamic Ads are personalized ads that dynamically change for each member. Dynamic ads use a user profile picture, name, and job function to create designed ads for each member. Please note that other participants do not see dynamic ads with your image, name or job title. Dynamic ads may be companies ads that you can be interested in, job or professional content. Dynamic ads can appear on the right side of LinkedIn.com pages on the desktop when a user logs in to their LinkedIn account.
- Display Ads are ads based on the image that appears on the right side of LinkedIn.com pages on the user’s desktop.
- Ad placement off of LinkedIn. Most advertisements from LinkedIn ads appear on LinkedIn.com. However, if an advertiser decides to include the LinkedIn Audience Network, their ads can also appear on third-party publisher websites. When an advertiser includes the LinkedIn Audience Network, no data identifying the members is transmitted to third-party websites showing ads.
4. Create your ads
For Sponsored Content, you can choose to update your Company or Storefront Page to promote or create new Sponsored Content. Try creating multiple versions of your advertising content with various ad variations to see which ones give the best results. For text ads, you can specify the link that opens the ad, and then add an image, a caption, and a short description. You can run 15 text ad variations at the same time – it’s best to start with diversity and then focus on the best performers.
5. Target your ads
One of the biggest benefits of advertising on LinkedIn is the ability to target based on information provided by the user. When you select the criteria, you will see the estimated size of the target audience in the right sidebar. It’s better to choose a wide enough audience to get statistically significant results for the next round of optimization. At the same time, do not sacrifice relevance for the sake of large numbers. Turn on Audience Extension so that LinkedIn can find and target an audience similar to yours. This is a good way to find potential LinkedIn members that you might overlook.
6. Set your budget
You can bid based on cost-per-click (CPC) or cost-per-impression (CPM). Use CPC if the click is directly related to the conversion, for example, when registering at a webinar or capturing potential customers. CPM is better to use for increasing brand awareness. It’s better to stay on the upper edge of the proposed range. You will only ever pay enough to defeat the second largest participant, which is not necessarily your maximum bet.
7. Measure and optimize
LinkedIn auction system encourages more engaging ads. Therefore, it’s important to constantly review your results, stop ineffective ads, and promote highly-effective ads. Keep track of the metrics and continue to test new options based on your initial results.
When an advertiser creates a LinkedIn advertising campaign, he selects the type of advertising that he wants to share and defines his business goals, such as increasing brand awareness or gathering potential customers. They also determine the audience for their ad by selecting specific factors, such as:
- Job title of function;
- Company name & size;
- Years of experience;
- Field of study
After the advertiser selects his target audience and sets the budget limits for his campaign, he will develop the ad creative he wants to be shown to their audience and launch its advertising campaign. You can see their ad if your characteristics match the target audience they have chosen for their ads.
For example, an advertiser is interested in targeting business specialist with 5-10 years of experience in IT with information about their company to increase awareness. He decides that Sponsored Content in relevant members’ LinkedIn feed is a wonderful way to inform about their company. The marketor creates ads and choose the relevant job industry and how years of experience to determine the target audience and launch the campaign. Also, LinkedIn shows Sponsored Content to those members who match the targeting characteristics set by the advertiser. After LinkedIn members see or interact somehow with ads, the advertiser will get a report of the types of members who checked the ads.
Advertisers may collect personal information from members’ accounts if they interact with their ads or agree to share additional information with them.
If users click on an ad of the specific advertiser, he will know that a LinkedIn member has visited the page that the ad links to. LinkedIn does not provide advertisers with information that identifies you, but only general demographic information, which is provided in conjunction with the information of all other members who saw the advertisement.
Summing up, we can say that LinkedIn ads are a powerful tool that can boost your business to another level. It might be quite expensive to advertise on this platform, but your money and efforts can be easily compensated with solvent customers. It is highly important to customize your advertising campaign right and do not overspend your budget, that’s why it is smart to rely on specialists that will take care of the whole process.
If you think that LinkedIn ads are exactly what you need for your business, you are on the right track. Don’t worry if you have no idea where you should start or experience some problems with your current advertising campaign – Dewzilla is here to help you. Our professional marketors will analyze your business, products or services and pick up the right strategy to go on. They will choose the most suitable options of ad types, target the audience and set up the ads budget. It may be a critical factor in your success, so you can rely on us. It may be a critical factor in your success, but you can rely on us without any doubts.
Contact us and our managers will provide you with all the details