The Campainless Blog
Wondering “why advertise on LinkedIn?” LinkedIn is the advertising weapon of choice for many B2B marketers. And there’s a whole bunch of reasons why, particularly when it comes to lead generation. In this guide we’ll run through the most profound and compelling draw cards of the platform and show you why successful companies include LinkedIn in their marketing mix. Plus, we’ll sprinkle in some tips for getting the most out of your own Linkedin marketing.
One of the main reasons why B2B marketers swarm to LinkedIn Ads is the targeting capabilities. Why? They are extremely advanced and simply unrivalled by any other platform. Unlike Facebook or Google Ads where you don’t have much control, LinkedIn allows you to narrow down your audience by a whole range of specific demographic filters beyond location. This includes: job title, job function, company size, seniority, interest, member skills, company name and more. The list of options available is truly endless, which means you can get your ads in front of your exact target audience every time. And not waste precious dollars on irrelevant eyeballs. Plus, any clicks, views, leads or conversions you generate are likely to be of much higher quality.
On top of the advanced nature of the targeting options, the information actually provided by users to build these filters is far more up-to-date and accurate than other channels. On Facebook job-related info e.g. job title, is rarely, if ever, updated after the user first signs up. Whereas on LinkedIn, members continually share their career moves and information about them in their profile. This means not only can you get very granular with your targeting, but you can be confident that the information used is current. This level of targeting accuracy and precision is the most attractive feature for many LinkedIn advertisers.
A second reason why LinkedIn is so commonly used for B2B marketing is that its users are usually in a work mindset. It’s unlikely a LinkedIn member is mindlessly scrolling their feed for entertainment purposes e.g. to gawk at cat videos, check out friend updates or source funny quotes. Instead, LinkedIn users are more likely to be seeking out work-related information: whether it be thought leadership, a colleague’s latest career move or a potential solution to solve one of their work issues.
Regardless of the specific reason they’ve logged in, you know that once they have they’re already thinking about work. As a result, they are more likely to engage with your ads (whether it be an eBook, webinar or demo you’re promoting). LinkedIn’s audience is overall typically more receptive and geared to engage than on other platforms like Twitter or Facebook where they could be on their for any reason under the sun.
Thirdly, LinkedIn boasts a wide range of different campaign objectives (from Website Visits to Lead Generation and Conversions) and ad types, so you can find exactly the right set up for your purpose, audience and offer. While we’ve personally found LinkedIn to be the most effective channel for mid-funnel lead generation using content and bottom-funnel retargeting with the conversion objective – the extensive range of options to test, helps you find out exactly what works for you.
There you go! The answers you requested to “why advertise on LinkedIn?” While it’s great to have these draw cards front and centre in your mind, at the end of the day, there is no easy way to measure just how effective LinkedIn will be for your business nor a one-size-fits-all approach to how to use it best. However, for many B2B businesses around the world it’s a truly effective advertising tool and is definitely worth integrating into your marketing mix.
Wouldn’t mind a bit of help setting up, managing or optimising your LinkedIn campaigns? Campainless is a LinkedIn ads optimisation and management tool designed to help businesses like yours get the most out of their LinkedIn investment. Head to the link below to get in touch with one of our expert team members.