Over 500 million people use LinkedIn worldwide. Therefore, B2B and B2C businesses can market on LinkedIn, increasing traffic to their sites and maximizing their leads.
Because most businesses are not using LinkedIn ads in their marketing, this article breaks down the benefits of LinkedIn ads and discusses four tips for using them effectively.
Why Should You Use LinkedIn Advertising?
LinkedIn advertising has a rapid growth. Most businesses adopt LinkedIn ads as a critical part of their digital marketing strategy. Furthermore, both B2B and B2C marketers use LinkedIn ads.
Although social media platforms like Snapchat, Facebook, and Twitter offer ads, the ads are more tailored to a personal social media profile. On the other hand, LinkedIn is an ad platform in touch with business professionals.
The advantage of marketing with LinkedIn is that you can reach business-oriented audiences with your message. In addition, you can choose from different ad formats, messages, and direct sponsored messaging when running a LinkedIn campaign.
Usually, LinkedIn users engage content aligning with their professional profile and career interest. Therefore, LinkedIn is great for people seeking to advance their careers, connect with peers, or follow industry-related news.
LinkedIn advertising also provides a better quality of your chosen target audience than quantity. Furthermore, your audience will be more receptive to your messaging because of LinkedIn’s professional setting.
Another benefit of using LinkedIn ads is its target categories. For example, you can target your audience through degree, skill set, industry, job title, company name, and company size. Therefore, you can find more relevant audiences and get in touch with decision-makers who have the final say.
In addition, you’ll get better conversion rates. Your campaign can get higher conversion rates when you deliver your ads to the right audience.
Instead of Facebook or Snapchat, people in the business community spend time on LinkedIn to nurture leads.
LinkedIn reduces the time you’ll spend chasing dead-end leads, helping you spend more time running your business.
Now let’s go into the tips for using LinkedIn ads
#1 – Avoid Jargon
It is best to write a clear and concise copy for your ads. Your copy should effectively convey your message, show your industry knowledge, and be accessible.
Because jargon is a specific industry language, overusing it can turn people off from your ad. It is best to find a balance by using the right words. The best copy should demonstrate that you understand your audience’s needs in simple to understand words.
Furthermore, although using some jargon is fine, oversaturating your ad copy with such words will prevent your audience from clicking your ad to learn more.
#2 – Targeting The Right Audience
Targeting determines the quality of your LinkedIn campaign. Unfortunately, this means that you may not hit your performance goals or stay on budget when casting your net too wide.
In addition, casting your net too small will reduce your chances of collecting valuable leads. With LinkedIn’s unique targeting, you can target and send ads to users based on their job title, industry, education level, or current position.
Taking time to familiarize yourself with LinkedIn’s member demographics while looking for overlaps with your company’s buyer personas is best. You should also consider both the language and location of members you want to reach. Additionally, breaking down your targetingcan help distribute your ads evenly across different time zones.
#3 – Adding Images
A LinkedIn study shows that content containing larger visuals has a higher click-through rate of 38%. This is not surprising because ads with photos and videos perform higher across all social media platforms.
Add relevant, high-quality images to your ad to increase their visual appeal to your audience. Also, ensure that the image you choose corresponds with the offer in your ad.
Since most people join LinkedIn for networking, people’s content with images and videos performs better.
Finally, ensure you avoid small or low-quality images. The recommended image size for all ad formats on LinkedIn vary. For instance, 1200×627 is the recommended image size for sponsored posts.
#4 – Keeping It Short
Presenting facts to your audience makes your message upfront while capturing your reader’s attention. Conversely, writing a long copy increases the chances of your audience scrolling right past it.
Ideally, your Sponsored content’s headline should not be more than 150 characters, while the description should be a maximum of 70 characters. LinkedIn affirms that, on average, posts with fewer characters perform better with 18%
Sponsored videos should run for a maximum of 30 seconds. Nevertheless, a video used in your sales funnel can run from 90 seconds to some minutes, depending on the location of your customers in the sales funnel.
There should be a link for sponsored InMail messages, and the message should not be more than 1000 characters. You can also play around with the delivery times of your messages. For example, some marketers say their members click links over weekends instead of during the week.