Linkedin Advertising for Lead Generation and B2B Brand Awareness

In Brief:

  • LinkedIn Marketing Solutions is a powerful advertising solution built on the world’s largest professional social network.
  • It’s possible to target precisely based on profession, job title, industry, and company names.
  • LinkedIn Ads have a higher cost per click than Google or Bing in most cases, but can end up a better lead generation value.
  • Audience refinement and retargeting are both essential to success and reducing risks to budgets.

Questions? We're Here!

No sales pitch, ever.

Working with BuzzMaven Digital Marketing Agency and Linkedin’s PPC/CPM network gives B2B advertisers a powerful tool to reach professional decision makers!

Adding retargeting and other audience inclusions and exclusions can help you sculpt your ad spend to the precise persona you want to reach.  Many options such as downloadable files, lead forms, and “company page follower” campaigns can give you a full-funnel toolkit to refine over time.

LinkedIn Offers Often Overlooked Brand Awareness Potential to Buyers

If you offer a solution for a need in the business community before they even know to search for it, LinkedIn can help you introduce your solution to customers.  Retargeting those visitors on other networks can keep your brand offering front-of-mind as they move around the web.

LinkedIn Inmail Marketing – Directly to Your Prospects

Inmail campaigns are amazing.  We regularly get 40-50% open rates and 20-30% click through rate on these campaigns.  They are very tricky to write, and we will help you with split testing in your campaigns to find the perfect formula to both build a great retargeting list and get leads via lead forms or phone calls.

Native Video Ad Campaigns on LinkedIn

Direct video content on LinkedIn obtains substantial reach and we recommend clients test this for their own business.  Our tests have shown that, with refinement, cost per view performance can approach other networks that have less precise targeting and higher risk.

LInkedIn’s impression reach is a fantastic way to conduct brand awareness campaigns, at the same time you do audience refinement for a very modest spend.

LinkedIn Sponsored Posts Campaigns – Amplifying Your Best Content

But LinkedIn users are demanding when it comes to content.  Using Linkedin Sponsored Posts requires a real commitment to the production of relevant, high-quality content (case studies convert best) that your prospects are willing to pause, read and download.

We encourage clients to focus on their cornerstone content for LinkedIn that leverages their unique market perspective.  We like to say – make your customer heroically smarter before their next meeting and they’ll remember your name.

LinkedIn Lead Forms – Ideal for Mobile Visits

The ability to use pre-filled lead forms may offer some clients a better alternative to the development of landing pages for clicks.  These forms are highly mobile friendly, allowing a quick note to be sent while riding the train or having coffee.

LinkedIn Recruiting Campaigns Consulting

Finding the ideal candidate for an executive position can end up costing 50% or more of annual salary, and LinkedIn’s solutions may help some internal recruiters disrupt the usual recruiter and job board approach.  We’ve developed calculators to estimate the cost-per-hire metrics using LinkedIn Ads instead of professional recruiters.

Linkedin Job Title Targeting

LinkedIn and B2B

  • 80% of B2B marketing leads from social media come through LinkedIn.
  • 92% of B2B marketers use the platform over all others.

Audience Precision

  • Website Retargeting: Re-engage your website visitors by serving them relevant ads on LinkedIn
  • Contact Targeting: Nurture prospects you’ve already added to your system by uploading an existing contact list
  • Account Targeting: Reach decision makers at accounts you’ve identified as ideal potential customers through an ABM framework

Knowing when to ignore LinkedIn’s recommendations is essential in controlling the risk of wasteful spend.

Our ramp-up approach helps you enter the market in a much more efficient manner in a fraction of the time of most agencies or DIY approaches.

PPC Program Components

  • Goals and Campaign Strategy Development

    If you have a LinkedIn Ads program, we will review your data carefully and identify what was working and what was not. The audit is fast and surfaces issues we can address.

  • Persona and Audience Refinement

    LinkedIn campaigns must be designed around behavior, structuring personas, audiences, ads and filtering towards the decision makers you want to reach.  We have methods to keep the risks low and the results strong.

  • Monitoring and Optimization

    Optimization of a campaign happens at every stage from ad text, image/media, audience exclusions, demographic tweaks and more.

  • Landing Page Design

    “Post click” optimization is where we make sure the traffic we just worked so hard to get converts into leads or business at the highest rate possible.   We will then want to compare the performance of purpose-built landing pages with the use of LinkedIn Lead forms to see which works best for your campaign.

  • Reporting and Data

    With PPC, data is everything.  When you’re spending money on traffic, you have to be sure that it’s spent well and generating business.  This can be quite tricky, but working with Buzzmaven will help you wire up the system quickly and accurately.