LinkedIn is easily the largest and fastest-growing B2B platform for professionals today. It allows you to target professionals by industry, seniority, and company size.
It is possible to increase your company’s visibility via organic means. However, such methods are time-consuming, and the results might be difficult to measure. LinkedIn advertising allows your company to target your prospective clients accurately and efficiently, especially once you have an idea of your buyers’ persona.
Not convinced yet? Read on for the 5 compelling reasons to use LinkedIn Advertising in Your B2B Business.
1. Huge database of active professionals
Usually, professionals on LinkedIn can be seen as motivated because they are willing to put themselves out there. More active professionals will be frequently posting updates about their work or daily reflections.
Whether you are a recruiter or a B2B service provider, targeting active professionals is likely to make your sale. This is because an engaged crowd is constantly looking out for opportunities to upgrade themselves.
Using LinkedIn ads will empower your organizations to reach this group of active professionals efficiently, thus increasing the productivity of your company.
2. Advertise for a relatively low and efficient cost-of-sale
LinkedIn advertising is especially good for two types of organizations:
- B2B products and services that have low cost-of-sales or high marginal revenue; and
- Tertiary and executive education institutions.
This is because of the way both categories of organizations are structured. LinkedIn offers scalable B2B service providers with the favourable conditions of a low cost-of-sale and a specific targeted audience. Take for instance a SaaS organization–using LinkedIn ads could prove to be a profitable and efficient way to acquire customers.
For organizations with a recurring subscription model, a conversion via LinkedIn ads campaign could justify the relatively elevated cost per click of LinkedIn ads over that of other social ad channels. Generally, as long as the revenue per conversion is more than SGD$10,000, investing in LinkedIn Ad campaigns might not be a bad idea.
This is especially true also for tertiary and executive education institutions that are looking to increase student enrolment. Advertising on LinkedIn can be wise as the LinkedIn platform sets an appropriate aspirational context and marketers get information via first-party member data. Professionals can also tend to be more open-minded to ideas to further their personal development.
3. The LinkedIn lead accelerator tool
For effective ad targeting, it is possible to use the LinkedIn lead accelerator tool. The LinkedIn lead accelerator tool works like a funnel that aims to reach the right prospects with the appropriately targeted messages. In other words, this funnel nurtures high-quality leads and shifts them towards conversion.
After the opt-in, LinkedIn will build a custom advertising programme specially designed for your company, on a co-creation basis between your company representative and LinkedIn company representatives. Thereafter, a LinkedIn representative will manage your advertising campaign on LinkedIn. If you want peace-of-mind and convenience, then the LinkedIn lead acceleration tool might work well for your businesses. You can still see the complete analytics to make your own judgements and analysis.
4. Allow recruiters to headhunt efficiently
If you are a recruiter, LinkedIn Ads help to streamline your candidate finding process as compared to you manually searching and reaching out to them one by one.
LinkedIn provides a Recruiter tool for headhunters to find the right candidate more effectively. If you are a recruitment company, it is easy to get direct access to candidates you want, especially if they are in senior positions. LinkedIn also provides recruiters with data from their search insights tool, tags, and project folders–friendly tools that allow recruiters to close candidates quickly.
In addition, it is possible for a recruiter to do an employment advertisement campaign–by converting a company’s employees’ networks into prospective job candidates. According to LinkedIn, recruitment ads get up to 50x higher clickthrough rates than other portals’.
5. Personalization
There is a type of LinkedIn advertisement that allows for personalization, and that is the InMail. It shares the benefits of being able to target the same audiences as other LinkedIn functions.
This is the personalized power of LinkedIn Advertisement. As a marketer, you can customize a long-form text that can be directly targetted to your prospects, right into their inbox. In addition, the message is also delivered in the capacity of a person, not an organization. So you see yourself interacting with a human being instead of a company logo, which makes it even more likely to increase leads and goodwill.
Conclusion
There are many compelling reasons to use LinkedIn as a marketing platform especially if your company is heavily involved in B2B services and businesses. So are you convinced to get started on Linkedin Ads? Find out how to optimise your Linkedin ads, or if you prefer to get some help, engage our Linkedin Marketing or other digital marketing services today!
We hope you have enjoyed this post!
