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B2B Marketing on LinkedIn: Set Up, Budget, and ROI Tips

[ BLOG ]

Table of contents of the article

B2B Lead Generation on LinkedIn

Features of LinkedIn as an Advertising Platform

LinkedIn Advertising Campaign Test Period

Detailed Media Planning on LinkedIn

Tips for Optimizing Your LinkedIn Advertising Campaign

Digital marketing requires constant development. And we are not lagging behind: we are pumping up our expertise in performance marketing, analyzing cases and keeping our finger on the pulse of all trends. There were more and more B2B marketing cases, so we decided to accumulate all the agency's experience and share it with the digital world.

This article is a direct guide to action from our targetologists, who know how to attract target leads even from blocked sites.

B2B Lead Generation on LinkedIn

LinkedIn, the world's largest professional network (more than 1 billion users from 150 business sectors), has become a powerful platform for B2B marketing. LinkedIn targeting allows us to precisely target key market segments, including top managers, industry experts, and decision makers. If you target the right target audience and optimize your advertising campaigns, LinkedIn will become the most reliable traffic channel for B2B lead generation and increasing ROI.

But if everything were that simple, this article would not have been published. So let's take things in order.

5 main points of this article:

A step-by-step plan for launching a LinkedIn advertising campaign;
Budget allocation;
Why a trial period is important;
Features of media planning;
Recommendations for optimizing an advertising campaign.

LinkedIn Pros and Cons

Pros:

1. Professional audience looking for business contacts and services for business;
2. Possibility of targeting by professional parameters, which increases engagement;
3. Possibility of promoting services through mailings and correspondence;
4. Relevance for the B2B segment, unlike entertainment and B2C segments.

Cons of LinkedIn Advertising Campaign

1. Traffic is more expensive than on Facebook and other platforms;
2. Fewer advertising formats are available due to restrictions on retargeting.

Features of LinkedIn as an Advertising Platform

The LinkedIn audience is different from Facebook and Google, as users are mainly looking for business contacts and services for their business (and the audience also uses the platform for professional growth opportunities, which is a plus for your potential business partners). Therefore, when placing an advertisement on LinkedIn, it is important to immediately indicate the content of the product and its benefits.

LinkedIn Ads Launch Plan

Create a company page on LinkedIn with basic information, a photo and a description. It is desirable that the company has at least a couple of publications that reveal the unique selling proposition in detail and with examples;

Create an account in LinkedIn Ads, link the company page to it and assign administrators. Administrators must be registered on LinkedIn and subscribed to the company page;

Install the LinkedIn pixel on the site if you plan to use it for targeting;

Create and connect lead forms if you plan to use them for advertising;

Analyze the target audience for which the advertisement will be launched;

Prepare advertising materials: creatives, texts.

Creating a LinkedIn Account

To create a LinkedIn business page, you must:

Have a personal LinkedIn account;
Create a business page from your personal account, like on Facebook;
Assign administrators to the business page. Administrators must be registered on LinkedIn and subscribe to the page.

Business page administrators automatically become administrators of the advertising account.

Third-party technical specialists working with the company must also have a LinkedIn account.

LinkedIn Business Page Design

If you need to quickly launch an ad, you can create a basic business page design without any posts.

However, this may affect the results of your LinkedIn advertising campaign, especially if it is aimed at engaging users. If the ad leads to a website or forms for collecting contact information, the lack of content on the business page is not as critical, since the ad is being made on behalf of the company.

LinkedIn Ad Creatives

LinkedIn ad layouts are similar to other social media ad formats. LinkedIn supports standard ad creatives: square or vertical images, video ads, and image carousels.

In addition to creative ads, LinkedIn also supports text ads and sponsored messages that will appear in user conversations.

LinkedIn Ads Example

Advertising Placement

Ad creatives can be shown in two main places on LinkedIn:

LinkedIn feed - ads are shown in the user's contact feed.
LinkedIn app - ads can be shown, for example, when viewing job vacancies.

There is also a LinkedIn advertising network associated with Microsoft, where ads can be placed on other sites. However, LinkedIn provides an incomplete list of sites where ads will be shown.
It is important to control the placement of ads and avoid showing them on non-core resources, so as not to reduce their clickability.

Creating an Effective LinkedIn Ad

When you're on a tight budget, it's important to approach your LinkedIn ad creative wisely.

It depends on what service or product we are promoting:

For B2B, professional services, courses, etc., sponsored content is suitable - text with or without a picture that appears in the feed;
For vacancies or events, you need to create a separate advertising campaign that will show them in the feed.

The quality of the creative is of great importance. For the B2B sphere or an IT company, it is important to use advertising creative that immediately describes the pain and solution for the client, i.e. what service is provided and what is done for this.

It is important to take into account the specifics of the business and select the appropriate visual and text elements, as well as call-to-action. The choice of CTA (Call to Action) depends on the type of advertising campaign.

For example: "Leave a request", "Order a call", "Get a free consultation".

Narrowing the Audience and Defining the USP

Analyze your target audience in advance. This is necessary in order to narrow the target to specific target groups and develop unique selling propositions (USP) for each. For example, a 3D visualization studio identified three main segments: designers, architects, and developers. This hypothesis can be tested during the test period, we will talk about this further.

LinkedIn Budget Guidelines

The minimum budget should be at least $10 per day. These are the rules of the platform. We recommend allocating about $1,000 for the testing stage, which can take 2-4 weeks. During this time, you can collect data and analyze which positions and which audience are most interested in the advertising campaign.

Setting up a LinkedIn Advertising Budget

1

You can set a daily or an aggregate budget. It is important not to confuse these settings so that the budget is not used up ahead of time.

2

You must specify the end date of the advertising campaign so that the budget does not continue to be written off after completion.

3

Disable the LinkedIn Audience Network option, it can affect budget spending.

4

It is important to choose the right target audience. If the audience is too narrow, the cost per click will be several times higher.

LinkedIn Advertising Campaign Test Period

A test period for an advertising campaign is important to determine which audiences are most relevant for advertising. Typically, this period lasts 2-4 weeks. A test period is a prerequisite for an effective advertising campaign.

The main task is to launch an advertising campaign, see how it works, and get feedback from the client on the quality of leads, click-through rate to the site, etc. Allow two to four weeks for the test period, and then optimize the campaign and analyze the results.

A Quality Brief is a Successful Campaign Test

The more detailed and quality the briefing from the client, the fewer tests will be required for the advertising campaign. A detailed description of the target audience allows you to better customize creatives, texts and targeting. And here we come to the most important point of a successful advertising campaign on any platform. This is the joint work of the client and the contractor.

The success of an advertising campaign on LinkedIn greatly depends on the joint (team) work of the company and the client. The client knows their business and target audience better, so their participation is important for determining the appropriate unique selling propositions (USP) and offers.

Budget Impact on Testing

1

The larger the budget, the more data you can collect during testing (click-through rate, audience response). With a minimum budget, there will be less data for analysis and optimization of the LinkedIn campaign;

2

There may be a period when the traffic will be untargeted until the advertising campaign is set up.

Target Audience Analysis

Let's return to the example of a 3D studio. Let's imagine that the client described the core of the target audience - developers-architects. But when testing the campaign, we find out that these are not the end consumers of the service. Architects pass on contacts to project managers of their companies, and they, in turn, contact us.

Thus, setting up the target audience has a "double bottom" - advertising is shown to one, and then transferred or shown to others. So, we optimize the campaign for projects. Working in B2B marketing, we build target audiences based on projects, decision-makers, and freelance specialists.

LinkedIn Ads Campaign Strategy

First, we test a wide audience: with narrow segmentation, the cost per click will be higher, plus we will be able to get more information about the target audience.

The client may already know who to show ads to, but it's still worth testing to identify other relevant positions or industries that the client may not even know about.

Detailed Media Planning on LinkedIn

To create a media plan on LinkedIn and forecast the results of work, the following data is needed:

Audience reach;
Forecasted cost per click;
Forecasted CTR (click-through rate);
Forecasted number of leads.

LinkedIn provides a built-in forecast that describes these metrics. Although this data may not be 100% accurate, it gives a good idea of what to expect.

Personally, we use agency cases in the client's niche to forecast the effectiveness for different target audiences.

Analysis of Advertising Campaign Results on LinkedIn

Another important task is analyzing the results of an advertising campaign using End-to-End Analytics:

It is necessary to constantly monitor the results in order to reduce the cost of a lead and use the budget more efficiently;

It is important to analyze the geo, positions that are most relevant to the business, and develop more detailed offers for them.

Tips for Optimizing Your LinkedIn Advertising Campaign

1

Be sure to check all technical settings, such as the campaign end date, ad display locations, etc.;

2

Carefully monitor the budget to avoid "draining" it due to technical errors;

3

Regularly analyze the results of the advertising campaign and make the necessary adjustments;

4

When choosing a target audience on LinkedIn, you need to monitor how the audience size changes when adding or excluding various criteria.

Audience Size, CPC & Impression Frequency

A narrow audience of 50 thousand people will result in a high frequency of impressions per user (5-10 times per day), which will increase the cost per click. Therefore, it is important to ensure that the audience size is not too narrow.

The optimal audience size should be around 1.5 million people. Too large an audience of 15 million people (this is the population of all of Australia) can lead to "blurring" and difficulty in identifying the desired target audience.

This is the briefest instruction that will help you understand targeting on LinkedIn. Well, in order for advertising campaigns to give accurate results, they need constant optimization. That's exactly what the professionals at our WGG LinkedIn Marketing Agency specialize in.