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According to the latest numbers, 645 million professionals are on LinkedIn with two new members added every second. With a platform of business leaders and influencers at its disposal, LinkedIn is providing a powerful platform for B2B companies to reach out and connect with potential clients. Just take a look at these stats:

  • 89% of B2B companies use LinkedIn for content promotion
  • 80% of all B2B social leads come from LinkedIn

Unlike Facebook, users on LinkedIn tend to approach the site with a purpose in mind. They are not there to absent-mindedly scroll through cat memes and vacation photos. Instead, they are looking for information or to have specific conversations. Making the platform ideal for B2Bs looking to engage potential customers.

Over the last couple of years, LinkedIn has worked on its advertising platform to transform it into a powerful marketing tool. LinkedIn is now poised to be the most effective social media channel for B2B marketers over Facebook.

Here are 4 reasons B2Bs should be advertising on LinkedIn:

1. Targeting, Targeting and Targeting

One of the best features of LinkedIn’s advertising platform and what sets it apart from other social media platforms is its ultra-specific targeting options.

LinkedIn’s targeting is exact and lets you reach members based on a range of data like job function, seniority, company name, industry, group membership, skills and field of study. With this type of control, you can guarantee that your ads are only being served to your potential customers.

Further, LinkedIn’s data is all first-party and comes directly from the user. Members provide a wealth of data from job titles, company names, seniority, professional interest and more. This data is also updated regularly because professionals tend to update their profiles with promotions and achievements.

2. Range of Ad types

LinkedIn now offers three standard ad formats to help B2Bs reach its target audience. Each format is designed to help drive specific actions like brand awareness, website visits, engagement, video views, lead generation, site conversions and job applications.

LinkedIn sponsored content

Similar to Facebook’s “boosted” posts, these ads look and feel native to the LinkedIn news feed. These ads appear alongside the content that other LinkedIn members are sharing. Think of these ads as promoted posts of the content you would typically share on your company page. They can be a simple headline, image and link; or they can be carousel ads and lead generation ads. These should be used for:

  • Raising brand awareness
  • Generating leads
  • Increasing qualified traffic to posts or pages
  • Boosting follower total
  • Generating more engagements with prospective members
(Image source: LinkedIn)

LinkedIn text ads

This ad type is similar to Google and Bing search ads and operates on a pay-per-click (PPC) basis. These ads appear on the sidebar as a basic text block with a headline, next to B2B’s logo. These should be used for:

  • Targeting specific audiences
  • Increasing qualified traffic to posts or pages
  • Attracting job candidates
(Image source: LinkedIn)

LinkedIn video ads

These ads work the same as sponsored content ads.  They appear natively in the newsfeed as a standalone post. They offer the same targeting options as other LinkedIn ad formats. Since their launch, LinkedIn members spend nearly 3x more time watching video ads compared to static sponsored content. These should be used for:

  • Building brand awareness
  • Generating leads
  • Generating more engagements with prospective members
(Image source: LinkedIn)

3. Connect with individuals directly

Any marketer will tell you that personalization is a critical element in engaging with customers. LinkedIn offers two additional ad types that allow B2Bs to connect on a more personal level with targeted members.

LinkedIn dynamic ads

These ads allow B2Bs to create personalized ads that help engage prospects. These ads will use each professional’s own LinkedIn profile data, like their photo, company name, job title and more. These ads have set templates to make it easier to personalize the ad creative. These should be used for:

  • Attracting job candidates
  • Boosting follower total
  • Generating more engagements with prospective members
(Image source: LinkedIn)

LinkedIn Sponsored InMail

With LinkedIn’s Sponsored InMail, B2Bs can send customized messages to the members that matter most to you. These messages can be highly customized and are more likely to be opened, read and acted upon than conventional email campaigns. These messages can include:

  • Personalized Greetings
  • Call-To-Action Buttons
  • Company Follow Widget
  • Share Button
  • Imagery

With real-time delivery, Sponsored InMail messages are only delivered to members who are actively engaged on LinkedIn. These messages will not get lost or sit unread; in fact, they are placed prominently in the member’s inbox. Further, Sponsored InMail is only sent once every 60 days, creating an opportunity to be seen without dealing with competitors.

These messages should be used for:

  • Increasing qualified traffic to posts or pages
  • Generating more engagements with prospective members
(Image source: LinkedIn)

4. Easily Track the Success of Your Campaigns

LinkedIn Conversion tracking takes the guesswork out of determining your campaigns ROI. Going beyond just clicks, the marketing platform gives a wealth of demographic data on the members who interacted with your campaigns. This includes information such as job titles, skill sets, group memberships, industries and company names.

For many marketers, clicks do not tell the whole story, especially if you are directing members to a website. Using LinkedIn’s Site-Wide Insight Tag and event-specific pixels, you can track conversions on your own website. Conversions can be actions like sign-ups, content downloads, lead generation forms submitted and video views.

With all of this data, your B2B can easily track the effectiveness of your campaigns. You can also use the data to create a retargeting list of members who have expressed interest in your business. This will allow you to serve them ads that will help re-engage them and keep them interested in your service.


With all of the improvements to its advertising platform, LinkedIn has set up a fantastic tool to help your B2B engage its members. From ultra-specific targeting options to a range of ad formats, your B2B can start to grow new leads today.

Ready to connect with the largest network of business professionals? Contact us at joep@eisenberginc.com or call 214.528.5990

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