LinkedIn is among the best marketing tools out there for B2B targeting in the PPC space. LinkedIn Ads offer some amazing features and targeting capabilities that both seasoned and new marketers appreciate.
This is why LinkedIn is the ideal place if you want to generate high-quality leads. LinkedIn Ads aren’t just for B2B companies, though. B2C companies and many other types of organizations can also use this ad platform for specific purposes to great success. No matter the type of ad you employ, you need to make your ad relevant or pique people’s interest, so you have to use effective strategies to see the desirable results and gain traction with your campaigns.
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So, without further ado let’s explore 5 amazing LinkedIn Ads strategies that you can leverage in order to get your lead generation to the next level.
5 LinkedIn Ad Strategies To Boost Lead Generation
1. Offer something valuable
The biggest mistake that most businesses make is thinking that what they have to offer is amazing. While they may indeed have an excellent product or service, this doesn’t automatically mean that it is appealing to an audience that has absolutely no connection to the brand yet.
So, hard-selling your product without establishing a relationship with the audience first is a no-no. To make an example, a demonstration of your product or service to a “cold” audience is not going to work with LinkedIn ads.
No matter the type of campaign you launch, if your content or offer isn’t valuable to the audience, no one will be interested. Therefore, you need to decide carefully what your offer will be, taking into consideration the audience you’re targeting.
Let me give you an example.
HERE Technologies captures the audience’s attention with a carefully crafted ad, which appeals to the audience’s need to make efficient use of every dollar spent on advertising.
In the above case, the offer was a white paper. Other alternatives could be anything from industry reports to guides on how to tackle common issues that your audience faces. Sometimes your product might not even be involved.
What matters here is that you research and understand what your market wants and deliver it to them in the most engaging way possible. All this for the low price of filling a lead generation form.
Remember: When users click your ad’s call-to-action button, the form’s fields will be already filled drawing data from their LinkedIn profile. So, accepting your offer is effortless!
2. Target the right people
Another common mistake on LinkedIn Ads is trying to maintain a large audience or trying to reach every single person who might be interested at once. This practice can lead to wasting your ad budget.
Instead, it is far more effective to target a specific niche audience or a particular group of people often called “decision makers”. Fortunately, LinkedIn excels in advanced market segmentation through its audience creator tool.
You could start with LinkedIn’s pre-set audiences or go “manual” and hit your exact target audience. Specifically, you can target specific job titles, functions, and seniority, along with interests, group membership, or even specific company names.
By narrowing down your audience, you’ll be able to adjust the language of your advertising to appeal to them on a more personal level.
Targeting the right people will result in acquiring qualified leads, which are more likely to purchase your product or service.
Finally, remember to save those audiences for your future LinkedIn Ad campaigns. It will also allow you to experiment with different audiences.
3. Personally deliver your message
As you know, personalization is key in digital marketing. Thankfully, LinkedIn provides unique ad options that allow you to reach your target audience avoiding all the “noise”.
Specifically, you have the opportunity to deliver your message in a personalized way, thus increasing the chances of it being seen.
Besides the standard news feed sponsored posts, you have the option to go straight to your audience’s inboxes.
There you can deliver targeted and highly-personalized messages. In this way, you’ll be personally inviting your audience to what you have to offer and ultimately connecting on a personal level.
This tactic also prepares the ground for your leads moving to the next stage of the sales funnel.
4. Strategically include or exclude company followers
When you’re configuring your targeting criteria, you’ll have the opportunity to include or exclude people who already follow your company.
In case you choose to include your current company followers, you’ll be able to leverage that established connection. Users will be more likely to engage with your ad, and they may even leave positive social proof which is very valuable.
However, excluding your existing company followers increases the accuracy of your targeting.
For example, when you are on a tight advertising budget or you’re looking for specific results from new potential customers or leads, excluding the existing ones is the way to go.
Most importantly, you don’t want to waste your precious budget on users who already know about your business when you’re in the lead generation process.
5. Craft LinkedIn lead gen form text fields properly
It is of the utmost importance to treat the form text itself as if it was a landing page. Why? Since the user doesn’t usually end up going to your website until the confirmation page -if they go at all- it is critical to spend some time and make a real effort to create a solid form content. The same thing you would do with your landing pages.
The user has an important choice to make, whether to provide their information in exchange for what you’re offering. Therefore, if you undersell it, they may bail. This means that the quite expensive LinkedIn CPC goes to waste, without you reaping any benefits from it.
So, you need to be thorough with this and use the “Offer Headline” and “Offer Details” sections of the lead gen form. These will inform the user about the benefits they’ll get from completing the form.
There are of course some text limits, but try to make it as appealing as possible despite the requirement for conciseness.
LinkedIn Ads are an excellent way for all businesses to generate the desired leads, especially in the competitive B2B marketing space.
With them, you can accurately pinpoint your target audience and get your personalized message to them in the right way. Success is assured! You just need to offer something of value to your audience.
To get the most out of your LinkedIn Ads, be sure to implement the above strategies in order to generate more and better leads than ever before!
- Usage of LinkedIn in Business: Why Everyone Should Know About Its Importance Nowadays
- Understanding and Incorporating LinkedIn Advertising With Your Marketing Strategy
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John Desyllas works as a Content Writer for email marketing automation software Moosend. He is very passionate about marketing and business translation. In his free time, he enjoys searching for new technology gadgets to experiment with and amaze his friends.