Before we dive into LinkedIn advertising, let’s discuss why advertising your business on LinkedIn is a good idea.
LinkedIn vs Facebook, Instagram, and TikTok
Just like Facebook, Instagram, and Tiktok, LinkedIn is a social networking platform for anything and everything, including businesses. What makes LinkedIn so unique is its focus on generating leads and business opportunities between professional connections, companies, organizations and business owners. As with other social networks, LinkedIn operates on the premise that organic marketing or paid advertising are the only ways to get exposure.
Marketing your business with LinkedIn advertising
The latter option allows anyone who maintains a business profile on LinkedIn to publish and distribute the brand’s content to a wide, and targeted audience through advertising campaigns and sponsored promotions on LinkedIn. As part of LinkedIn campaign management, LinkedIn’s advertising systems allow advertisers to choose who will be exposed to your content. LinkedIn’s targeting and segmentation features are remarkably accurate. For example, we could select all the business development managers in the pharma industry in Germany, or alternatively, all the purchasing managers in the biotech industry in North America. With a few clicks of a button, you can reach the exact professional connections you are looking for and increase the exposure and engagement on your content.
B2B marketing through LinkedIn, as on any platform, requires knowledge, experience, and skills. To create significant value from your advertising budget, it is not enough to define precise target audiences. The trick is to make further use of the data accumulated during the campaign, to analyze the data we have received, and to examine how we can reuse it and leverage its potential. So the second way to advertise on LinkedIn is to advertise using data.
LinkedIn Data Management
It is imperative for every company, organization, or business, wherever they are, to build a database from which to develop their marketing strategy. Why is it so important? This allows you to locate the same relevant target audiences on other platforms as well, thus extending the customer journey and reaching them at different points in time and places. Our ability to build an accurate LinkedIn marketing strategy that takes into account the traits we have discovered and the platforms on which this data is valuable will increase as we have more data on the brand’s target audience.
How do I manage data on LinkedIn?
The platform’s advertising system allows us to create audiences from existing data as well as build new audiences from new data collected on the platform. We highly suggest that you enlist the help of experienced professionals who know the advertising system and how to work with it.
Who should be advertising on LinkedIn?
LinkedIn advertising is suitable for any company, business or organization that wants to reach a precise target audience and increase their brand exposure among a professional community that is relevant to their product or service.
Companies that base their digital B2B marketing strategy on LinkedIn will no doubt be able to gain a lot of value from LinkedIn by targeting and reaching out and connecting with key people and decision makers in the relevant industries for their product or service.
For LinkedIn advertising to be successful, it is best to begin only after developing a solid marketing strategy connected to the work plan and aligned with the goals and objectives of the business. Marketing managers and business development managers must work closely together to achieve the desired results, especially when it relates to LinkedIn marketing for B2B businesses.
Another aspect that is important to consider before posting on LinkedIn, is content. In order to generate meaningful value from your LinkedIn marketing campaigns, you need to have something to say. By publishing relevant content for potential customers, you can address their interests and the challenges they face in order to produce better results. Even after investing hundreds or thousands of resources, if you are still not getting the desired results, you should examine whether the problem is with the segmentation, or the content. If one of these two parameters is not accurate enough, you probably won’t be able to meet your business marketing goals.
Successful LinkedIn advertising requires:
- Hard work on an organic marketing strategy, and at the same time (or alternatively), using the advertising system to increase exposure among relevant target audiences.
- Building accurate target audiences, both through existing data and through the advanced segmentation options of LinkedIn.
- Data Management: this is a critical key to success. Successful companies are the ones that make the right use of the data they have, in order to leverage it and generate new business opportunities on additional platforms.
- Quality content: it does not matter how much effort you put into building target audiences, refining your data, and building sophisticated campaigns. If you do not have something smart and valuable to say – reevaluate your content’s message and goals.
As a side note, Rome was not built in a day. Adverting on LinkedIn is a challenging task that takes trial and error if you’re an inexperienced advertiser. Be sure and analyze the data correctly and you will be able to see where you can improve the digital customer journey.
Do you have any questions? As always, we are here for you.