B2B Best Practices with LinkedIn Advertising
Companies have become more and more aware of the need to market in a unique way that also brings in qualified leads. With 756 million members in over 200 countries, advertising through LinkedIn is an effective means to bring new customers to your company profile or destination page of your choice.
Below are four tips to consider when developing your next campaign:
Plan Your Campaigns Around Launches
LinkedIn advertising maximizes the audience you will reach through multiple targeting options, such as location, job titles, company industries, and more. This niche targeting strategy can become extra beneficial around the times of new launches.
Your projected audience size will appear to the right and shift based on what selections or exclusions you make. For example, your audience may seem quite large if you just add in your desired location and target industries. By adding in job titles or other attributes, you will be able to narrow this size down significantly to identify your target audience.
But before you can start building your target audience, you need to have a plan for your campaign. This will seem a lot easier with a content calendar in mind. Your content calendar can be as minimalistic or detailed as you like. It is designed to layout your ideas.
Focus on the Creative Options
When planning out your campaign launches, be sure to keep in mind the content you want to present. For example, if you are releasing a new product: What internal capabilities do you have to highlight that product? Will you have unique images? A video highlighting the product benefits? A possible case study with a client using the product?
Stock images are no longer enough to gain the attention of customers. Pairing copy with strong creative will draw that target audience in. Our team recommends using at least two different types of creative assets when developing your campaign and to include branding if able.
Always A/B Test
To reach your target audience, it is important to have an “always testing” mindset. When choosing an automated bid on LinkedIn, you are competing against others for the impressions, clicks, etc. you are hoping to bring in.
In addition to having multiple creative and copy options running, another testing component to think about is splitting your budget up with target differentiators. For example, you could use a mix of job titles, company industries and locations vs. an internal opt-in email or key account list. By having both, you will have one set with companies you know are qualified for your business and another bringing in potential new leads. When using a list, LinkedIn requires a 48-hour approval process to match your audience to their network of users prior to launch.
A/B testing should always be top of mind, especially when it’s regarding an audience you feel your brand will regularly target. To save the hassle of building out that same audience or similar group, click the “Save as a new audience” link and you are able to lock it down for next time.
Monitor Your Campaigns
Creating the right audience on Campaign Manager can take some time. The last thing you want to do is click “Publish” and then check back in to your campaign at the end. It is important to monitor not only the progress of the campaign but the interactions it may bring.
By monitoring your campaign throughout its progress, you are able to optimize its efforts. Some key areas to pay attention to are the metrics and the daily budget spend. Setting both a daily and lifetime budget are recommended to ensure the prolivity of your campaign. If after a given time you are not satisfied with the metrics, try bumping up your daily budget $10- $20. According to The B2B House, the cost per click benchmark for LinkedIn is $5.58. Adjusting your daily budget may allow for more engagement.
WTWH Media has an on-staff expert to assist with your LinkedIn advertisement management needs. Contact our team to learn more!