LinkedIn is a very interesting social network for B-to-B relationships as most business owners use it. Thus, beyond the promotion of a professional profile or the recruitment of employees, the platform offers more and more functionalities to companies that wish to reach other companies.
For example, the features of company pages have recently evolved to offer a real showcase for companies that invest time in creating the page and sharing content. Similarly, the possibility of inviting one’s entire network to one’s company page is also a driving force for creating a B-to-B synergy around one’s brand. Finally, the valuation of post authors is another way of encouraging the creation of quality content on the platform, as the professional public comes to the platform to seek ideas, inspiration and opinions.
All these features are free of charge or are offered by the platform’s premium subscription. However, it is also possible to invest in advertising on the network. Who can benefit from this offer?
To create and manage a marketing campaign on LinkedIn, you will need to use the Campaign Manager platform. This advertising platform will allow you, thanks to its various functionalities, to facilitate the creation and management of your marketing initiatives.
Advertising campaigns on LinkedIn are prepared in 4 steps. Here are some tips for running your campaigns.
Before you start creating your marketing campaign, it’s important to define your goals. Here are the three main goals you can achieve with LinkedIn ads:
You can then select the targeting criteria according to the audience you wish to reach. There are more than 20 audience attributes proposed by LinkedIn such as skills, position(s) held, hierarchical level … There is also the name of the company, its size, school(s) attended, interests … in short, very precise segmentation categories so as to obtain a very targeted audience.
On Campaign Manager, you can choose between different types of advertising formats:
As with other social network advertising networks, people pay to advertise on LinkedIn.
Budgets depend mainly on two elements:
LinkedIn Ads are generally more expensive than ads on other social networks. Indeed, as we mentioned earlier, the daily budget for LinkedIn Ads is at least 10 euros, about double that of other social networks. On the other hand, bids on LinkedIn cost about three to five times more than on other social networks.
So targeting is essential to avoid unnecessary investment in the B-to-B platform. You have to test approaches, then eliminate and refine others that are more convincing.
It all depends on the audience you want to reach! LinkedIn is ideal if you want to reach professional audiences. Thanks to its personalisation tools, you can reach an extremely precise and narrow audience, which makes the ads work much better.
However, LinkedIn Ads also have some disadvantages. In addition to being generally more expensive than ads on other networks, LinkedIn has a smaller audience than a social network like Facebook. For example, if your company is in the e-commerce business and simply wants to attract customers to its website, it is better to choose Facebook Ads. Therefore, for B2B relationships, LinkedIn is more appropriate but for B2C relationships, Facebook is better.
The cost of acquisition via LinkedIn Ads is expensive. It has been calculated for an audience of professionals who are used to spending a certain amount of money to reach recurring customers and large volumes of business. This compares to the cost of a trade show for example.
In summary, advertising on LinkedIn can be very effective for companies that want to reach key accounts and repeat customers. This network can increase brand visibility but also gain credibility. Headerpop can help you create and manage your social media advertising. For more information, please contact us.
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