These guidelines can assist social marketers of all skill levels make the most of their B2B LinkedIn efforts.
1. Participate in Campaign Groups on LinkedIn
One of the first things a Facebook user who is new to LinkedIn will notice is the difference in campaign structure between the two platforms.
For LinkedIn ads, everything from goal and audience to optimization and spending limits is managed at the campaign level.
You’ll have to launch a new campaign if you want to modify any of those aspects.
If you want to test out various kinds of advertisements, such single pictures or carousels, you’ll need to start a new campaign.
2. Audience-Matching Laser Beam with Business Objectives
The ability to categorise LinkedIn users by job title, seniority, industry, etc. is a useful tool for LinkedIn marketers.
Furthermore, LinkedIn is a great tool for reaching out to individuals who work for the accounts you’re trying to conduct business with.
You may use this data to establish two distinct “Matched Audiences,” which are essentially targeted groups.
- An individual’s name, email, work title, etc. may be used to generate a contact list, which can then be used to create a targeted audience. You don’t have to include every piece of information. In most cases, just a name and email address will do to guarantee a high enough match rate.
- A corporate list is a distinct kind of list that may help you locate people who work for a certain firm or collection of companies even if you don’t have their direct contact details. It does not use email address matching, but rather builds an audience made up entirely of people who work for the firm you specify.
- LinkedIn has an interface where you can obtain a contact list template as well as a corporate list template, both of which may then be filled up with your information.
The level of specificity in your targeting that you can achieve here is impressive in and of itself, but just imagine the new doors that will open for you when you combine it with audience-specific content.
3. Thirdly, check out who is actively involved by looking at company engagement reports.
The extra information in LinkedIn’s “Business Engagement Reports” is another perk of employing company-matched audiences.
Your marketing and sales teams may gain valuable insights into how individual firms’ employees are interacting with your brand on LinkedIn with Company Engagement Reports.
- Engagement level is a quantitative measure of success in reaching one’s intended audience by looking at the ratio of messages sent to messages read.
- Members targeted – The total number of persons from the matching audience that were contacted.
- Ad impressions measure how many times a certain advertisement was shown to a user.
- Ad interaction, including likes, comments, shares, and video plays.
- Likes, comments, shares, and plays of organic videos on social media.
- The amount of individuals who came to your site.
- You may learn a lot about who is connecting with your sponsored and organic content by looking at your company’s Engagement Report.
Companies on your list that might use some extra attention or an outreach can therefore be prioritised in your ABM (acct marketing) plan.
4. In order to gather information without a landing page, you need use a lead generation form.
Recent consumer privacy improvements, like as iOS 14.5, are making tracking and attributing for digital marketing campaigns more complicated and less precise.
This is especially true for portable devices and when conversion events for your campaigns happen on your website.
Using LinkedIn’s built-in lead creation forms is a simple approach to streamline the lead production process, making monitoring and attribution a breeze.
LinkedIn’s Lead Generation goal enables advertisers to construct a form immediately within the platform, saving visitors the trouble of being redirected from LinkedIn to their website to fill it out there.
5. Five Use a variety of bidding strategies to your advantage
At the very bottom of the page when creating a new LinkedIn campaign is a section titled “Bidding.”
If you’re just getting started with LinkedIn marketing, this is one of those parts that you can overlook.
At Its Peak Performance (Automated)
The default choice always goes this way.
LinkedIn makes it simple and takes care of everything for you. With your daily budget, it will automatically place bids up to what it considers to be optimal for showing up frequently.
To reach a specific group of professionals with a level of precision that is seldom seen on other digital channels, LinkedIn is a great option.
Campaign setup is simple, but little fine-tuning may take them from excellent to fantastic.
Little changes may have a significant impact, whether you’re trying to get more organised, narrow your focus, or improve your ad delivery methods.