With more than 560 million users, according to its website, LinkedIn is one of the most powerful social media platforms on the Internet. In my opinion, it’s also one of the best platforms for business-to-business (B2B) marketers to advertise on.
At Scorpion, we market our services to law firms, hospitals, home services companies and other related business types. By advertising on LinkedIn, we get access to decision makers at companies we want to talk to, and as a result, it has become a valuable channel for our corporate marketing team to source qualified leads for sales.
Based on our experience, here are four of the easiest ways you can help your business with LinkedIn Ads.
1. Target specific, professional audiences and decision makers.
LinkedIn’s advertising capabilities allow you to use filters like industry, company size and job title to target specific types of individuals — ideally, the individuals most likely to engage with your brand, service, product or message. By targeting these specific professionals, you can mitigate waste on ad spend and maximize the power of your marketing dollars.
To target the right professionals, think about who your ad needs to reach and which professional categories they fall into (e.g., attorneys, directors of human resources, chief financial officers at small companies, etc.). For example, if you’re running an ad for your commercial plumbing business, you may want to target LinkedIn users with job titles like “director of facilities operations” or “director of maintenance” to reach the professionals most likely to hire a plumbing contractor for their company.
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Having said that, don’t over-target either, as doing so can lower your reach. Use no more than two to three targeting options at a time. And in terms of audience size, don’t be limited. LinkedIn recommends targeting audiences of at least 50,000 people for sponsored content and text ads, and at least 15,000 for sponsored InMail.
By advertising on LinkedIn, you’re getting your brand and your message directly in front of the decision makers who have the capacity or decision making power to pay for your products or services.