5 Big Tips to Make LinkedIn ads Work for You

LinkedIn is today’s B2B media powerhouse. If you are a B2B marketer, in nearly any sector, chances are you are paying attention to LinkedIn, as well you should. LinkedIn brings three things that make it stand out from other B2B media companies.

Scale. According to comScore’s July 2015 rankings, LinkedIn is the 15th largest media property in the US. That makes it larger than consumer staples like Weather.com, Conde Nast and BuzzFeed. Chances are, a portion of your business audience uses LinkedIn regularly.
Data. We directly contribute and maintain our own data on LinkedIn, making it one of the most accurate sources of data for B2B marketers.
Content Distribution. With Sponsored Updates, LinkedIn’s native ad format, LinkedIn has an offering that is tailored to distributing your content.

So how do you take advantage of it? Here are five things that, will make a big difference in the performance of your LinkedIn Sponsored Update campaign.

1. Nail your targeting
With all the data LinkedIn has available, this part should be easy.

• Keep your targeting lists short.
• Use Skills targeting.
• Use negatives.

Straight role-based targeting (such as targeting senior IT) almost always costs more, because you likely have more competition, and doesn’t perform as well as more specific targeting criteria like skills or group membership.

2. Expect mobile
It is 2015. Mobile overtook desktop in time spent more than a year ago. According to LinkedIn, 70% of clicks in the main stream are from mobile devices.
Today, social advertising IS mobile advertising, yet it seems many marketers haven’t accepted this reality yet.

3. Give people a personal reason to care
B2B marketers love to position the business value of their content and their solution. How to reduce costs, improve profitability, drive growth, etc. But unless you are marketing directly to owners, these aren’t primary motivators. Hierarchy of the needs or motivators of B2B buyers which bears repeating. Here they are, in order:

• Avoiding risk
• Avoiding hassle
• Gaining praise
• Gaining power
• Having fun
• Making a profit

4. Hack your social proof
Social proof, particularly in the form of positive comments, matters on LinkedIn. Not only do positive comments help to validate your offer, they also give your ad more real estate in the LinkedIn stream.

5. Track and optimize
One of the shortcomings of LinkedIn is that it doesn’t yet support conversion tracking. Making it worse, until recently, posting your content with a tracking link from your advertising or social management platform would actually mask your URL, making it unclear where the link was taking you.
Fortunately, LinkedIn now supports the use of your social or advertising tracking links.

Source: businessesgrow

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