LinkedIn is more than just a professional networking site; it’s a powerful platform for B2B marketing. If you’re looking to improve your LinkedIn ad strategies in 2024, you’re in the right place. In this blog, we’ll cover some proven strategies that can help you get better results from your LinkedIn ads.
1. Rethinking Lead Generation Campaigns
Challenges with Traditional Lead Gen:
Many marketers rely heavily on lead generation campaigns, but these often come with high costs per lead (CPL) and low immediate ROI. It’s tempting to pause these campaigns due to the lack of quick returns. For instance, if you’re running a campaign promoting a white paper download and seeing a CPL of $50 but no immediate sales, it’s natural to feel discouraged.
Solution: Implement Retargeting and Nurturing Strategies
Instead of stopping your campaigns, focus on retargeting the leads who have shown interest. This keeps your brand in their minds and nurtures them towards conversion.
Example Strategy:
- Initial Campaign: Promote a free white paper download targeting senior managers in your industry.
- Retargeting Campaign: Create a custom audience of everyone who downloaded the white paper. Show them ads for a free webinar that goes deeper into the white paper topic.
- Nurturing Campaign: Follow up with an email series to the webinar attendees offering additional resources and eventually, a demo of your product.
2. Maximizing Retargeting Strategies
Introduction to Retargeting:
Retargeting is all about showing ads to people who have already interacted with your brand. This is crucial in B2B marketing because decision-makers need multiple touchpoints before making a purchase.
Types of Retargeting:
- LinkedIn Custom Audiences: Create audiences based on specific criteria like job title, company, or behavior.
- Website Visitors: Target people who have visited your website but haven’t converted yet.
Implementation Tips:
- Set Up Retargeting Campaigns: Use LinkedIn’s Campaign Manager to create retargeting ads. Define your audience based on their interactions with your website or previous ads.
- Best Practices: Use clear and engaging creatives. Keep your messaging consistent and relevant to the audience’s previous interactions. For example, if they viewed a specific product page, show them an ad highlighting the benefits of that product.
Example Strategy:
- Initial Ad: Promote a blog post on a specific industry challenge.
- Retargeting Ad: Show a case study of how your product solves that challenge to people who read the blog post.
- Follow-Up Ad: Offer a free consultation to those who engaged with the case study.
3. Balancing Lead Generation and Brand Building Content
The Importance of Brand Building:
Leads aren’t machines. They need to see different sides of your company to trust and recognize you. Combining lead generation with brand-building content is key. Brand building helps establish your company as a credible and trustworthy entity.
Content Mix:
- Lead Generation Content: Offers, free trials, demos. These are direct calls-to-action that prompt immediate responses.
- Brand Building Content: Stories, behind-the-scenes looks, company culture. This type of content humanizes your brand and makes it more relatable.
Examples of Effective Brand-Building Content:
- Customer Success Stories: Share detailed case studies and testimonials that highlight your company’s impact.
- Company Milestones: Celebrate achievements and share updates about your growth and progress.
Behind-the-Scenes: Give a peek into your company culture, team activities, and everyday operations.
Example Strategy:
- Month 1-2: Focus on brand-building with posts about company culture, team introductions, and industry thought leadership.
- Month 3-4: Shift towards lead generation with targeted offers like free demos and special promotions.
- Month 5-6: Combine both with content that shows the human side of your company while driving specific actions.
4. Planning Long-Term Campaigns
Why Short-Term Campaigns Fail:
Short-term campaigns often fail because they don’t allow enough time for lead nurturing. Decision-makers, especially in B2B, need more time to evaluate their options and make informed decisions.
4-Month Campaign Strategy:
Phase 1 (Month 1): Awareness
Objective: Introduce your brand and create initial interest.
Example: Run video ads showcasing your company’s mission and values.
Phase 2 (Month 2): Engagement
Objective: Share valuable content that educates and engages your audience.
Example: Promote blog posts, infographics, and webinars on industry trends.
Phase 3 (Month 3): Nurturing
Objective: Retarget leads with specific offers and more detailed information.
Example: Use InMail to send personalized messages with offers for product demos or free trials.
Phase 4 (Month 4): Conversion
Objective: Push for conversions with strong CTAs and limited-time offers.
Example: Run a campaign with a special discount or limited-time offer to encourage immediate action.
5. Effective Ad Formats and Content Types
Ad Formats:
- Video Ads: Engage your audience with compelling stories and visuals.
- Carousel Ads: Showcase multiple products or features in a single ad.
- Static Ads: Use simple, clear images with strong messages.
- InMail Ads: Send personalized messages directly to LinkedIn inboxes.
Content Strategy:
- Expertise Content: Share thought leadership, niche education, and real-time hacks.
- Trust-Building Content: Highlight your achievements, awards, and unique selling points.
Example Strategy:
- Video Ad: Create a short video demonstrating a key feature of your product.
- Carousel Ad: Highlight different case studies or testimonials from satisfied customers.
- Static Ad: Use a powerful image and headline to promote a free trial.
- InMail Ad: Send a personalized message offering a free consultation or demo to high-value prospects.
7. Specific Content Recommendations
For Expertise:
Pattern-Breaking Posts: Challenge common beliefs and present new ideas.
Niche Topic Education: Provide in-depth knowledge on specialized subjects.
For Trust-Building:
- Thought Leadership: Share insights and perspectives from industry leaders.
- Achievements and Awards: Highlight your company’s accomplishments and milestones.
Evergreen Campaigns:
Case Studies and Research Papers: Provide detailed examples of your success and expertise.
Corporate Branding: Showcase your team, values, and company culture.
FOMO-Based Content:
Value-Added Offers: Instead of discounts, offer additional services or products to create a sense of urgency.
Example Strategy:
- Expertise Post: Publish a blog challenging a common industry misconception and promote it via LinkedIn.
- Trust-Building Post: Share a behind-the-scenes video of your team receiving an industry award.
- Evergreen Campaign: Continuously promote a series of case studies that demonstrate your product’s effectiveness.
- FOMO Post: Offer a limited-time bonus service for signing up within the next 30 days.
6. Account-Based Marketing (ABM) on LinkedIn
Identifying Target Companies:
Identify 2000 companies you want to work with. Research and list their decision-makers to target with your campaigns.
Launching Targeted Campaigns:
- Long-Term Approach: Don’t change your audience frequently. Consistency helps in building relationships.
- Expected Outcomes: Over time, expect to secure a few high-volume deals that will significantly boost your ROI.
Example Strategy:
Step 1: Identify and list 2000 target companies and their key decision-makers.
Step 2: Launch LinkedIn ads specifically targeting these decision-makers with tailored messages.
Step 3: Use retargeting to keep engaging them with different content over several months, such as success stories, webinars, and white papers.
7. Optimizing InMail Campaigns
Targeting CXOs in India:
Expect costs between Rs. 3 to 5 per message. Aim for open rates between 35% to 50%. Your CPL should range from Rs. 300 to 600, lower than the industry standard of Rs. 1500 to Rs. 6000.
Best Practices:
- Crafting Messages: Write clear, compelling messages that address the recipient’s pain points and offer solutions.
- Increasing Open Rates: Use personalized subject lines and keep your messages concise and relevant.
Example Strategy:
- Personalized InMail Campaign: Send messages to CXOs inviting them to a free, exclusive webinar on industry trends.
- Follow-Up InMail: After the webinar, send a follow-up message offering a one-on-one consultation to discuss how your solutions can help their business.
Conclusion :
Start implementing these strategies today to optimize your LinkedIn ads and improve your marketing ROI. By focusing on long-term engagement, nurturing leads, and balancing different types of content, you can build stronger relationships and drive more conversions.
