5 Tips to Turn Boring B2B Content into Sales

When advertising on LinkedIn for B2B, getting your content right can make all the difference. Here are 5 key tips to optimize your LinkedIn ads, tailored to help you achieve stronger campaign results.

1. Select the Right Format to Match Your Campaign Goal

Choosing the best format for your objective is critical. Videos are great for top- and mid-funnel audiences (ToFu and MoFu) because they’re engaging and memorable. But when it comes to lead generation, avoid using video—except in the U.S., where video ads have proven effective with a lower CPL.

For lead generation, stick with image ads or experiment with document ads. Pro tip for document ads: don’t just show the document's cover or table of contents; preview pages with real data or insights to attract download clicks.

2. Differentiate Content for Decision Influencers and Decision Makers

There’s a clear difference between targeting decision influencers (often the product users) and decision makers (high level management).

For decision influencers, develop informative, hands-on content that helps them understand the product’s practical benefits.

For decision makers, focus on demonstrating the business value of your solution. Show how you understand their market trend and needs, and how your product delivers a measurable impact.

3. Keep Visuals Clean: Less Text, More Impact

Avoid cluttered visuals with too much overlaying text. Instead, use clean, high-quality images that show your product in relevant scenario.

If you need text, focus on data storytelling. Translate your unique selling points into impactful numbers. Not only does this keep the image clean, but it also makes your message more compelling.

Bonus: LinkedIn’s Campaign Manager offers a free stock image library, so finding the right background image (search by keyword) is easier than ever.

I have helped clients test stock images in many campaigns. It works even better than client's self-produced images. Less time, better result.

4. B2B Special: Showcase Your Expertise, Not Just the Product

When advertising in the manufacturing sector, go beyond displaying the product. Highlight your technical prowess with technical illustrations. Showing the inner workings and complexity of your product conveys credibility and demonstrates your unique expertise.

For biotech and pharmaceutical campaigns, create content that’s rooted in scientific detail. Content that highlights research, innovation, and in-depth industry knowledge goes a long way toward establishing credibility and attracting an engaged audience in these fields.

5. Do Not Copy Content Straight From Other Platforms to LinkedIn

LinkedIn is unique in the marketing scene, as it is one of the very few B2B channels. Moving content from consumer-based platforms will fail to demonstrate your business expertise among target professionals.

Pro tip: Customize content for LinkedIn, deliver value from the perspective of your customers.

Many ad customers use LinkedIn campaign to collect sale leads. However, do not use LinkedIn like any other E-commerce platforms. LinkedIn members, especially those at decision-making level, prefer value-driven content over functionality-centric sales materials.

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