LinkedIn is the largest professional network on the internet with more than 450 million members in over 200 countries.
With professionals joining the network at a rate of 2 new members per second it is imperative that it is (if not already) a key element of your B2B Marketing Strategy.
Having a company page set up and consistently posting however is not quite enough – to really maximise the potential of the platform LinkedIn Ads should be strongly considered.
There are 3 main benefits of LinkedIn Ads:
- Content Reach
An obvious, but critical element in your Marketing Strategy is getting your content in front of as many prospects as possible. LinkedIn allows you to execute highly targeted campaigns similar to that of Facebook’s ad platform. Targeting by location, company size, job title and skills mean you can really zone in on your “best match” customer. Format-wise you can choose between a simple text based ad and a more visual sponsored update.
2. Analytics
LinkedIn provide an impressive amount of depth on the effectiveness of your campaigns in these key areas:
- Impressions
- Cost per Click
- Click-through rate
- Social Actions (broken down by specific campaign)
- Demographics (also broken down by specific campaign)
With this knowledge to hand you can make informed decisions on what your best content is and replicate it for future success.
3. Return On Investment (ROI)
LinkedIn Ads have been criticised for a relatively high minimum bid of $2 for Cost-Per-Click (CPC) and a minimum daily budget of $10 per campaign. However, the returns from LinkedIn Ad campaigns are generally higher revenue than other models such as Google or Twitter. One report showed that ; “Every dollar invested in LinkedIn Sponsored Updates yields more than $17 in revenue, almost 6x the ROI of Adwords”
A case study by Replicon has reported a Cost-Per-Lead (CPL) 73% lower than on their other social channels. The study also revealed exceptionally high open rates of in-mails at 48%.
Conclusion
LinkedIn Ads are an excellent way to grow your business through existing connections and with the level of targeting that is available, if you have a defined buyer persona for your offering at the very least you can make them aware of it.
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