The Ultimate Guide to LinkedIn Advertising for B2B Marketers: Tips for Strategy, Launch & Optimisation

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But if you want to know more about the power of LinkedIn and how each feature can be used to your advantage as a B2B Marketer, then you've come to the right place. LinkedIn has rapidly become the go-to platform for B2B marketers, so learning how to utilise it will be instrumental to your campaign's success.

In the past, LinkedIn was used primarily by people looking for jobs. Nowadays, it is also an effective tool for marketing professionals. Businesses use LinkedIn to connect with potential clients. Marketers use LinkedIn to reach out to prospective customers. And job seekers use LinkedIn to network with other professionals. With over 850 million users and growing, LinkedIn is an excellent tool for businesses looking to connect with potential clients and customers. LinkedIn is also a great place to promote your company online. By learning how to use LinkedIn effectively, you can get more visibility and exposure for your business.

In simple terms, LinkedIn is a professional social media network and jobs board. For a time it was swamped with noise from recruiters and salespeople. But, LinkedIn is back and it’s a great place to promote your business. Over the last two years, LinkedIn has recovered to become a really valuable player in the digital advertising world. LinkedIn is especially useful for B2B businesses and B2B marketers should learn how to best apply LinkedIn advertising as part of their inbound strategy if they want to reach their target audiences.

The platform is the best place to find professionals and LinkedIn’s advertising capability has expanded to become a strong platform for B2B, with excellent targeting options. In this article, we’ll cover some of the key aspects to ensure that you’re successful with your LinkedIn campaigning including:

• Understanding the type of LinkedIn Ads
• Things to Do Before Setting Up Your LinkedIn Campaigns
• How to Analyse Your LinkedIn Ads
• What to Look at While Your Campaign Is Live
• How to Plan Your LinkedIn Ad Spend

So, let’s get into the detail.

Types of LinkedIn ads

There are several options for LinkedIn advertising, which can help you to reach different goals for your B2B brand. The main types of advertising available include: sponsored content, text ads, sponsored InMail, display ads, dynamic ads and video ads.

Sponsored content

When you publish an article or post on your company page, you can choose to promote it to a wider audience. This is much like a promoted or sponsored post on Facebook or Twitter. It will be displayed in the LinkedIn feed for others to read and to discover your profile.

However, this type of advertising has a high CPC, so you need to be careful about the type of content you choose to promote. You also have the option to use direct sponsored content, which allows you to publish content without posting it in your LinkedIn feed.

Text ads

Text ads are small adverts in the right column of a LinkedIn feed. They can also be found under “People You May Know” suggestions.

These ads are short and to the point, so the most important thing is to think carefully about what they contain. The words you choose can make a huge difference to whether anyone pays attention to them. The best thing to do is to test out some different ads and landing pages to find out what works. You need to be concise with these ads to get your message across.

Sponsored InMail

Sending messages straight to someone’s inbox might seem a little spammy, but it can be an effective way to reach out to people. This type of advertising requires a personal profile and not just a business page. The messages need to be sent by an individual, which can help them to appear less like spam and more like someone who is trying to make a genuine connection. When used correctly, they can have pretty good conversion rates.

Sending mail as an individual already helps to make it seem more personal, and gives the sense that people can communicate with a representative of your company. You should also be sure to personalise these ads when writing them. Don’t just use a template that you send out to everyone.

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