Inbound Marketing Insights

LinkedIn advertising can add tremendous value to your digital marketing efforts. You can use LinkedIn to target your prospects, influence your ABM results, and improve your brand awareness. Since many companies use LinkedIn to target their prospective customers, I want to share tips to help you maximize your LinkedIn advertising efforts.

1. Make sure to target your prospects with full-funnel marketing content
   

   Brands need to have a balance of short-term and long-term objectives. Did you know that audiences exposed to both brand and acquisition messages on LinkedIn are 6x more likely to convert? Test to see the types of brand and lead generation messaging that work best for your audience to target them in various ways to stay top of mind.

2. Leverage the right targeting opportunities to reach your audience and avoid hyper-targeting your ads
   

   Here are some best practices for targeting your ads:

   - Make sure your buyer personas are clear and well-defined, so you know the contacts you are trying to reach before starting your campaign.
   - Start broad and then narrow down your audience with insights from campaign demographics.
   - Try to keep your target audience over 50,000. We recommend between 100,000 and 300,000 per ad set.
   - Try Audience Expansion to improve your reach.
   - Test the Seniority targeting options. It can be more precise than Years of Experience or Age.
   - Segment campaigns by region.

3. Test using Lead Gen Forms
   

   Lead Gen Forms/Ads have had varying levels of success based on the content offer and audience. These types of forms allow prospects to convert directly on LinkedIn. Lead Gen Forms allow users to stay in-app without having to go to a landing page. This type of ad should improve the conversion rate because you are minimizing friction in the process. Tip: If you're using HubSpot, these lead forms can integrate directly into HubSpot, and you can trigger a workflow once these contacts enter the database.

4. Create unique content experiences
   

   Did you know that it takes an average of 8-10 touchpoints for a potential buyer to become a qualified lead? That's a lot of content to consider when targeting your audience. Similar to when you build your buyer's journey, you want to do the same with your LinkedIn ads and move prospects through the funnel. For example:
   - Your top-of-the-funnel contacts could receive a blog and an infographic.
   - Your middle-of-the-funnel contacts could receive a whitepaper or a case study.
   - Your bottom-of-the-funnel contacts could receive an invitation for a demo or strategy call.
   - Match your LinkedIn content experience with the journey you build for your contacts in your marketing automation platform.

As you can see, there is a lot that goes into LinkedIn advertising. Make sure you incorporate the same strategic process used when building your buyer's journey. And always continue to test ad copy, calls-to-action, ad types, and more to see what works best for your audience. If you have any questions about LinkedIn advertising for your business, you can also schedule a consultation with a member of our team.