If you’re a B2B business looking to get marketing results from social media, LinkedIn undoubtedly needs to be part of your strategy. The professional network hosts some 30 million company profiles and is used by hundreds of millions of people every month.
With millions of senior-level executives and decision-makers using LinkedIn, it’s vital that you’re able to stand out from the crowd and get your content in front of the right people. But while an effective organic social media strategy is a vital part of this, you should also be thinking about utilising paid advertising to improve your results.
There are some clear advantages to advertising on LinkedIn, including the opportunity to drive brand awareness among a professional demographic, refine your audience targeting with industry-specific variables and generate new leads.
How to make LinkedIn advertising a success
If this is an approach you’re interested in pursuing, there are a few key steps you’ll need to follow in order to enjoy the best return on investment. These include:
- Identifying the objectives you want to achieve, which will help you plan your ad campaigns and measure outcomes
- Establishing audience targeting criteria, which could include company size or individual skills, job title and level of seniority
- Choosing between LinkedIn’s ad formats: sponsored content, message ads, dynamic ads or text ads
- Setting a budget and schedule
- Deciding how to optimise and measure the performance of your campaign
Answering these questions early enables you to be sure you’re tailoring your advertising content to the right people and how you’ll define success.
Making the right connections
Alongside the strategic components, there is a clear creative side to successful LinkedIn advertising. Engaging content, whether this is in the form of written copy or visuals, is vital in ensuring the success of any LinkedIn advertising strategy.
Once you’ve determined your approach, set out your goals and identified the key performance indicators you’ll measure, you need to answer the questions of exactly what your advertising will look like and what format will be most useful.
If you’re looking at message ads to make direct connections with your prospects, for example, you need the capability to write engaging copy that will resonate with recipients.
The same goes for sponsored video ads that will be placed directly in the LinkedIn feeds of the people you want to reach. That content needs to be of a high quality to give the best possible representation of your brand.
Axonn has the right expertise and experience to guide you through every stage of the process. From areas like copywriting and video production to conducting essential keyword research and campaign monitoring, we can help you optimise your LinkedIn advertising and generate excellent returns on your investment in this space.