If a decent amount of your target audience is on LinkedIn or you are a B2B business, then you should definitely be using LinkedIn ads as part of your social media marketing efforts. Keep reading to learn more about LinkedIn ads, including why they are a great social media marketing tool as well as some very important best practices for utilizing them to their full potential.
Why Use LinkedIn Ads
If you have been following our blog for a while, you already know that while social media marketing is an excellent way to generate more leads, due to the differences among social media platforms, it isn’t a one-size-fits-all marketing method. That being said, LinkedIn ads are a great way to promote your business’s products and services to users of the platform.
LinkedIn is quite popular with the professional crowd and has 630 million users, 303 of which are active users. And, of those 630 million users, 63 million are in decision-making positions, so your ads are sure to be seen by the exact people you need to see them. This is also great news if you are a B2B business because your ads will be seen by those who have purchasing power.
Another great thing about LinkedIn ads is the fact that you can target them to a very specific audience using many different parameters, including:
- Job title
- Business industry
Types Of LinkedIn Ads
There are three different types of ads you can use on LinkedIn:
1. Sponsored Content
2. Sponsored InMail
Using the Sponsored InMail approach allows you to send personalized advertising messages to your prospects via LinkedIn Messenger.
3. Text Ads
LinkedIn Text Ads can be set up so they are pay per click (PPC) or per impression (CPM).
LinkedIn Ads Best Practices
1. Focus on crafting clear compelling content.
In order for your LinkedIn ads to be effective, your content needs to be clear, compelling, and attract the platform’s users to take your desired action.
2. Include a strong call-to-action (CTA).
As you learned in our Grow Your Business With Strong CTAs post, a strong call-to-action an essential component of any marketing campaign, including LinkedIn ads.
3. Offer something valuable.
Offering potential leads something of value is more likely to get them to take action and click on your ad. Some different items you can offer include whitepapers, free trials, demos, webinars, or promotional discounts.
4. Consider using an image.
LinkedIn suggests using an image with your ad that’s relevant to what you offer. And because the LinkedIn background color is neutral, they also suggest using images with bright colors so they are more visible.
5. Take advantage of the Audience Expansion feature.
Audience Expansion allows you to automatically include other audiences that are similar to those you have already targeted when running your ad. It’s a great way to ensure you are not missing out on any potential leads.
6. Use A/B testing.
A/B testing allows you to compare multiple versions of your ad so you can see which one performs the best.
Let EmoryDay Handle Your LinkedIn Marketing
The EmoryDay team can handle all of your social media marketing efforts and help you create LinkedIn ads that get results. Let EmoryDay design, post and track your social media marketing!