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Which Type of LinkedIn Ad Campaign is Best for Your Target Audience?

LinkedIn is a powerful and under-utilized social media.

It is a gateway to company executives, business-driven people and many other influential users.

80% of B2B leads come from LinkedIn. Why?

Because LinkedIn’s Ad targeting strategy is so comprehensive and has so much data from users to take from.

LinkedIn is set apart from other social medias because it is made up of:

  • 500 million active users
  • 45 million decision-makers
  • 73 million senior level executives

Now that you know the impact LinkedIn Ad campaigns, it’s time to find the best targeting options for your needs!

1. Sponsored Content

Sponsored content on LinkedIn is native ads that you come across when scrolling through your feed.

The goal of sponsored content is to engage viewers quickly while simultaneously delivering the objectives of the ad.

Sponsored content builds relationships through the use of relevant content based on the LinkedIn algorithm. This has been proven to be an effective method of creating leads and engagement. In fact, 25% more consumers look at sponsored content than display ad units.

LinkedIn is great for sponsored content because of their audience targeting software. You can build you perfect audience using your own profile’s audience. You can even move beyond that target audience using LinkedIn’s Audience Network.

The best part is that you can follow the campaign performance within the LinkedIn Insight Tag.

2. Sponsored InMail

Sponsored InMail is used for your core audience.

Using LinkedIn’s messaging system, you can send custom messages to the active members. Think of this type of advertising to be similar to a newsletter.

55% of organizations give their personalization efforts a grade of C or lower, this is the perfect method to change that.

One of the best features within sponsored InMail is the call to actions. These CTAs are optimized for conversions and leads. On both mobile and desktop, the CTA is always visible while the user scrolls, giving them every opportunity to go further down the funnel.

Not only is it viewer friendly, but it’s user friendly too! Anyone can have a perfectly formatted layout without worrying about its responsiveness. InMail automatically formats the content you provide it to look good on any screen.

3. LinkedIn Text Ads

This is a perfect choice for those looking to expand their reach within LinkedIn without breaking the bank.

Text Ads are simple ads on the right side or top of your LinkedIn desktop feed. It is what it says it is: text and a small icon to accompany it.

Create a text ad using bids based on pay per click or cost per impression. You control how much you want to spend.

How can you make the most of text ads?

You will always get the best results if you have accurate audience targeting. When creating your ads, in order to tailor the ads to the desired audience consider:

  • Using creative visuals
  • Using CTAs that link to a landing page that also matches the ad
  • Continuously test and make adjustments, 3-4 ads in each campaign is best practice

When it comes to running a LinkedIn ads campaigns, there’s no set way. It’s all dependent on who you’re targeting and what you want out of the ads. LinkedIn allows you to take control of everything, even your own profile, and get the traffic you want.

Beyond LinkedIn: Why Other Social Media Platforms Still Matter in B2B Marketing

There’s no denying it – LinkedIn is one of the most effective tools for lead generation for B2B marketers. But that doesn’t mean it’s the only effective tool.

Sure, you may be thinking – other social media platforms only work well for B2C marketers. Well, let us explain how to look beyond LinkedIn and find out how Facebook, Instagram, and Twitter can work for your B2B business.

Socual Media Marketing

Facebook

Did you know that Facebook has 16 million business pages? If your company isn’t on Facebook, you’re missing out on all those opportunities to market to millions of possible leads.

Facebook isn’t a professional platform like LinkedIn, but Medium says that “the most successful B2B companies on Facebook provide fun, interesting, and helpful posts but ensure they remain relevant to their mission statements.” This is important as many people scroll through in their timelines during down-time and engage more often than on other social media. Although LinkedIn users may be using the platform in a more professional manner, Facebook has many more eyes on their content. So, if Facebook hasn’t worked in the past, keep in mind that Facebook and LinkedIn are two different beasts – meaning they require adapted messaging.

Also, Facebook has its own advertising platform that shouldn’t go unnoticed. It garners attention from outside your follower base and can be tweaked based on your desired age range and location. Bonus: Facebook’s advertising costs a lot less than LinkedIn’s.

Instagram

According to Media One Creative, 80% of Instagram users follow business platforms. Instagram has a large following at 1 billion active accounts – and although 80% may have a clear B2C focus, even 10% is 100 million users.

Now if you’re not convinced that Instagram may be the right platform for you, even with the large user base, it is an important supportive tool. The great thing about Instagram, aside from their growing popularity, is their visual content focus. This is an opportunity to support your brand by showcasing who you are and what you stand for through a visual story. Whether it be through their different styles of ads – photo, video, and carousel, it can put a relatable face to your name.

Instagram may not be the place to push sales but focusing on creating a friendly/relatable brand face or story and make all the difference between choosing to do business with two similar companies.

Twitter

The majority of B2B marketers use twitter as a part of their content strategy – 87% to be exact. With 330 million active users per month, many businesses are taking advantage of this quick response platform. Are you?

Twitter is another excellent example of putting a face to your brand – but more specifically, a voice. A great example of this is Wendy’s. They have done an excellent job of putting a human voice to their brand. With consistent posting, a distinctive brand personality, and an immediacy in responses, Wendy’s is showing us how Twitter can be an effective social strategy. Granted, your brand personality may not need to be as “spicy” as Wendy’s, but working on creating a conversational tone, engaging with your followers, and even using a little humour, can make your brand feel more “real”.

The only catch with Twitter, is it is an extremely busy platform. Like in the Wendy’s example above, the business side of this platform requires any queries to be answered quickly. If you can keep up and not fall behind, Twitter can be an excellent supportive social tool for interacting with and landing future clients.

The Bottom Line

If you only leave with one takeaway from this article, let it be this: Don’t be self-serving – think of the content that your audience would like, and deliver “shareworthy” content.

If you’re not sure about this, Sprout Social says that a good way to know if you’re putting out good social media content is to ask yourself “If I didn’t work for this company, would I look at this post?”

Ultimately, LinkedIn may be the king of B2B marketing, but don’t forget that your strategy is strongest with supportive marketing on Twitter, Facebook, and Instagram. Create or update your social strategy to include every social platform as an extra layer to strengthen your B2B marketing strategy and your brand.

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5 Reasons Why B2B Marketers Should Use Video

You know that video assets are a powerful way to connect with individuals on social media and beyond. But, what if you’re targeting businesses? While the business-to-business world has yet to embrace video to the same extent as B2C, there are strong reasons why B2B marketers should use video as well.

Research by Google shows that 70% of B2B customers watch videos on their path to purchase. Video tutorials, reviews, and advertisements have become a main source of information for researchers and stakeholders in the purchasing process. Leveraging these channels is a way of leading them towards a purchase at all different points of the B2B buyer’s journey.

Video Supports Long Sales Cycles

One of the significant differences between B2B and B2C marketing is the comparative complexity of the B2B sales cycle. In fact, a report from Marketing Sherpa suggests that over a third of B2B sales occur a full seven months after the initial customer inquiry.

Why is the B2B sales cycle so long? The most common reasons include:

  • The purchase is just one of many priorities competing for the customer’s time and attention.
  • The decision can affect many people within an organization, thus requiring careful thought and research.
  • There are various stakeholders involved over the course of the purchasing process.

In many cases, converting B2B customers requires you to nudge them continuously towards the finish line. Closing the deal can require many more touchpoints than the typical B2C transaction.

Video marketing can support the B2B sales cycle by nurturing potential conversions at different points along the funnel. Initially, a short video can increase a customer’s interest in the product or service; longer videos can then cover the topic in greater depth.

That’s what Microsoft is doing with its new video campaign for Office 365 for Business. The featured video on their YouTube channel serves as an Office 365 elevator pitch. From there, interested customers can find video tutorials and product reviews that give them more reasons to buy in. Microsoft’s channel has something for buyers at all different points in the journey.

Video Boosts Your Other Digital Marketing Efforts

Closing a B2B sale online means hitting the customer on multiple fronts, including SEO (Search Engine Optimization), blog content, and social media. These efforts can all benefit from the addition of a video marketing campaign.

Here are just some of the ways video boosts other forms of digital marketing:

Point is, the reasons why B2B marketers should use video go beyond the returns generated by the video campaign itself. Great video content bolsters your web presence as a whole.

Personalized Videos Can Target Different Buyers

When video marketing was expensive, businesses had to target large swaths of customers at once to get the most out of their budgets. But the decreasing cost of video production gives you room to produce niche video campaigns for specific buyer personas.

Lenovo uses this strategy in the “Users Happen” campaign, which targets a number of relatable pain points in a hilarious, over-the-top way. You don’t have to be an IT manager to recognize a “power user” like Jane or a loveable dope like Chad.

Video Advertising is Growing on LinkedIn

Last year, the primary B2B social network started allowing users to upload native video files. So far, it’s been a success, with people finding expanded reach and greater engagement on LinkedIn through video. Now, LinkedIn is finally expanding the privilege to businesses with options for video ads in LinkedIn sponsored content.

LinkedIn’s deep advertising audience options will make it easier than ever to get your video content in front of your ideal customers. You can target existing email contacts on LinkedIn customers, or discover new potential customers by targeting a job title, industry, skillset, or company name.

Video Can Make Boring Stuff Shine

Face it: a lot of B2B transactions fall into the realm of what most people would deem boring. But that’s only because they haven’t seen it through the right lens. There’s a story behind every B2B transaction, and with video, you can bring those stories to life.

Take Slack, an inter-office messaging platform that means to replace such arduous tasks as ‘sending an email’ and ‘asking the person next to you if they have an iPhone charger.’ To date, this seeming-boring software has generated over a million views with its “So Yeah, We Tried Slack…” video campaign.

Another great example comes from Schneider Electric, a company that makes automated electrical systems. Not only does their imaginative “Butterfly Effect” campaign demonstrate the benefits of their product, it tells a triumphant (and hilarious) tale.

In Short: 5 Reasons Why B2B Marketers Should Use Video

  1. Video marketing can reach customers at all different points in the B2B sales cycle.
  2. Video can support your SEO, social media and blogging efforts.
  3. Video is cheaper than ever to product, allowing you to target niche buyer personas.
  4. LinkedIn lets you zero-in on specific kinds of customers with video ads.
  5. Video marketing can bring great stories to life, even in traditionally ‘boring’ industries.