LinkedIn remains the social network of choice for B2B businesses. This is no surprise considering the unique audience targeting options it provides and the platform’s focus on business-related content and professional networking.
In this two-part series, I’ll take you through some of the best practices to employ when building your LinkedIn ads including finding your audience, budgets and bidding, what type of content you should share, and how it all ties into the B2B marketing funnel.
The marketing funnel works. Use it. It’s very difficult to expect one ad to create awareness of your brand, educate your audience about your service or product, and convert them to a lead.
Generating conversions from an audience who don’t know who you are and don’t understand your value is a near impossible task. So instead of trying to communicate everything in just one ad, put together a clear strategy and create a range of content that leverages the three main segments of the funnel.
Awareness: This is all about getting your ad seen by as much of your audience as possible. Use memorable content that highlights the need for your service or product, and features strong branding for maximum recall.
Interest: Next you’ll want to get some engagement and deeper connection with your audience. This can be done by promoting conversation, driving traffic to your website, or offering a free download such as a whitepaper.
Consideration: Finally we can give them the big offer. By this stage, your audience should be warmed up to your brand and understand the value of handing over their details or dollars.
As we touched on earlier, it’s important that your content matches your objective and your audience’s current stage in the funnel. To make sure your ad has maximum thumb stopping power, consider what format will work best for your objective and that you have considered the following:
It’s important to point out that while LinkedIn can be a very expensive platform to use (with CPC and CPM sometimes up to 10x the price of platforms like Facebook), it is still an effective platform for creating brand and product awareness and driving leads.
So when your level of investment is so high, it’s important to ensure that you are hitting your benchmark metrics and maximising your ROI by following some simple best-practice guidelines.
Read part two of this blog, where I cover budgets and bids and audiences.
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