How to Run LinkedIn Ads for B2B Marketing?
The future of marketing is certainly digital in nature. Digital marketing has provided a solid foundation to numerous businesses recently which is why the business community has started to rely on the strategic implementation of their resources towards reaching out to masses beyond any kind of geographical limitations to reach the full potential of their services.
B2B businesses require a more focused and precise approach in terms of marketing their services or products digitally. One such platform that aids in digital marketing of any B2B business is LinkedIn which has evolved from a professional networking website to a host for a variety of services and products which are advertised to businesses directly without an individual consumer. The digital presence of a brand is crucial to its development which is why running LinkedIn ads for B2B businesses seems like a great option for enhancing the scope of a business.
There are a variety of reasons why LinkedIn ads should be a priority in coming up with an advertising solution for B2B businesses. Not only does it provide an extremely user-friendly interface with multiple tools suggested to target audience globally, but it also generates specific results that can be efficiently analyzed to make required changes for better output. Running a LinkedIn ad for a B2B business can be helpful in the following ways for a better outcome.
LinkedIn is a place full of professional individuals who are looking for options to expand their experience in the business community which is why running B2B business ads not only helps your business grow but also helps to attract potential employees with expertise in your field.
Types of LinkedIn Ads
LinkedIn has different types of ads for different businesses and a clear understanding of them will ensure you use them to their capacity and increase revenue.
1. Sponsored Content
This feature on LinkedIn lets you post native ads in your newsfeed, InMail, the notifications page and connections page in the form of different formats like text, image, link and video. This lets you interact and advertise services across different targeted audiences beyond your followers.
2. Sponsored InMail
This is a great way to interact with potential clients in real time as sponsored InMail ads are delivered directly to the users and that too only when they are active on the LinkedIn site.
3. Display Ads
They are the visual ads typically shown to the users while they are browsing the platform. LinkedIn provides users with specs which should be kept in mind while putting up display ads.
4. Dynamic Ads
Dynamic ads on LinkedIn are a form of personalized advertising which is specifically used to create ads for a highly targeted audience that encompasses their profile data. This provides a customized approach and an engaging ad experience. Dynamic ads not only enhance engagement but also help in gaining more clicks, more website visits and lead generation.
5. Carousel Ads
This format of advertising on LinkedIn enables the business to showcase a more comprehensive view of their offered services as it allows multiple images within a single ad unit. The ads appear as a horizontal scrollable carousel that can be swiped left or right.
6. Video Ads
Video ads are surely to have the most engagement from the LinkedIn community. They can be uploaded directly and they autoplay in the feed while scrolling through it. They include a call-to-action button more often than not which helps in aiding the user to further engage with the business by either visiting their website, signing up for a newsletter or applying for a job.
7. Lead Generation Ads
This form of advertising is crucial to B2B businesses as lead generation ads provide information about interested clients in real time for a follow up with the businesses. A prefilled form helps the user to effectively engage with the Business page without going through the hassle of typing and providing information individually. This also helps the business to collect information and form a test audience based on their specifics.
8. Conversation Ads
Relevant and compelling messaging is key to use this format of advertisement on LinkedIn as it thrives on the basis of interactive conversations held between the B2B business and the potential client.
9. Text Ads
Text ads are best used to convey a short concise message about the services and products that are being advertised. They are basically comprised of a headline, a description and an image that is optional.
10. Follower Ads
The main function of follower ads is to build an organic following of a certain brand or business over a period of time through advertising it strategically for a targeted audience. This helps with brand visibility tremendously.
11. Event Ads
Event ads on LinkedIn are helpful in allowing you to promote events related to your business, products and services. The include but are not limited to webinars, conferences and workshops which can either be virtual or physical.
Simple text ads on LinkedIn are great but studies show that video ads can engage five times more audience. Depending on the budget and bidding strategy used the company can utilize a blend of different forms of ads offered unlimited possibilities for their B2B business marketing. LinkedIn has over 500 million users and an ever-growing user base which continuously keeps expanding every second.
Also Read: How PPC & SEO can skyrocket your website’s success?
How to run LinkedIn Ads for B2B business?
Here’s a step-by-step guide that will ensure you cover all the basic aspects of running B2B business ads on LinkedIn.
1. Goal Orientation
The first step is to think about the outcome before implementing the marketing strategy. You should have a clear idea of the goals you are trying to achieve. You need to determine the purpose of the campaign and then approach it with the end in view. Setting up a company page that has relevant information about the products and services being offered should be the first step to delve into the plethora of digital marketing techniques. If you run a big business with multiple brands or products and services than the next step should be opting for a showcase page which serves as an extension of your main business page which helps branching out to different buyers retaining the individuality of each page. Showcase pages are specifically designed for B2B businesses.
2. Audience Targeting and Retargeting
You need to have a proper understanding of your target audience to build your niche in the competitive business market. LinkedIn provides the option of advanced search to focus on people based on their location, language, interests and such to filter out prospective buyers. With over twenty different categories to shape your audience it is as precise as it can get. It even lets you save the search so you can visit it and change it later saving the initial search patterns. LinkedIn helps you retarget audience that has engaged with you in the past. This widens the search pool and provides endless opportunities for engagement.
3. Selection of Ad Format
Choosing the appropriate ad format for your B2B business plays a major role in your outreach to the targeted audience. Providing B2B businesses with a wide range of options to choose from ranging from simple text ads to dynamic video ads LinkedIn has something for everyone.
4. Compelling Content
Creating content that caters to the needs of the buyers is extremely difficult but should be the foremost priority. The content should be posted regularly keeping in mind the time zone of the target audience. Ideally weekly posts should be short and concise but a few long form posts every alternate week will help get more clicks. Since it is a professional networking site posts yield better results if they are during working hours. Tagging other businesses that share the same goals as you will help build positive business relationships online. Using LinkedIn’s free content suggestions option one can imagine endless possibilities keeping in mind what’s trending and is getting maximum engagement. The main objective of creating content is to have an audience for it and for that sole purpose the different ad formats that LinkedIn provides which have been shared earlier are a goldmine for the B2B businesses. Whether a start up or a well established business with multiple brands the importance of LinkedIn advertising cannot be negated. The ads should have a hard hitting headline as well as personalized and compelling information about the business with a few visually appealing images for aesthetic purposes and you will surely have the attention of the clients.
5. Biding Strategy and Budgeting
Understanding the pros and cons of the different biding strategies provided by LinkedIn maintain the budget of a campaign which in turn lest the B2B business stay in their budget without having to compromise on quality. If the target is to achieve maximum traffic for your website then Cost per Click is the right option for you. LinkedIn also provides you with the option of Cost Per 1000 Impressions (CPM) which makes you pay for every 1000 impressions your ad gets. LinkedIn also offers Automated Bidding for optimizing your bids based on the data it acquires. The LinkedIn system uses the Maximum Clicks and Maximum Conversions for providing its users with the best possible advertising strategy keeping in line with their goals. To broaden the horizons for a successful advertising campaign, choose a bidding strategy that aligns with your purpose-built strategic implementation and allocation of resources.
6. Analyze and Monitor Data
LinkedIn ads work wonders but only if one is consistent and takes enough time to practice and understand what strategy works for their specific B2B business. It usually takes longer to yield results but using their Campaign Manager helps to keep a track of everything and it is the key factor in readjusting your target audience as well as your budget furthermore giving you the liberty to refine your digital marketing strategy.
Also Read: 5 Benefits of Google Shopping Ads & how to set them up?
Hire a LinkedIn Marketing Agency for Your B2B Company.
In the right hands LinkedIn ads are a resourceful tool to boost your B2B business regardless of its scale. Even a small B2B business with the right digital marketing techniques can achieve what well established businesses have failed to in years. Running LinkedIn ads have increased brand visibility tremendously building alliance with like-minded competitors.
This is all the relevant information you will need to develop a strategy suitable for advertising your B2B business by running LinkedIn ads. We at Syncfour are always here to help you navigate the options for running a successful B2B advertising campaign through LinkedIn. For further assistance you can reach out to us through our socials or call us directly and let us take the lead and guide you through this complex task. We will be more than happy to manage your LinkedIn Ads so get a quote today.
