Generate High Quality Leads on LinkedIn with a Thoughtful Strategy
Is your company looking to target a B2B audience but aren’t sure where to start? There are many ways to target your audience, but no full funnel strategy would be complete without considering LinkedIn ads. Last fall, LinkedIn surpassed 1 billion users and is 277% more effective in driving lead generation than Facebook or X (formerly Twitter). Read on for some best practices when building your B2B strategy on LinkedIn!
Know Your Audience
Knowing your ICP (ideal customer profile) is crucial for any marketing strategy so the first thing you need to do is identify your target audience. Once you’ve done that, you can use LinkedIn’s exceptional targeting capabilities to dial in on exactly who you want to see your ads - whether it’s people with particular job titles, those who work in specific industries, or work at companies of a certain size.
Content is King
Next up? Ensuring you have great content! There are many ad types that you can experiment with in LinkedIn - the most notable being single image or carousel ads - but there are a number of other options ranging from video, Conversation Ads, Thought Leader and many more! Put together a testing strategy to see what works best for your audience!
Content isn’t only the ads your potential customers see but also the content on your website. When someone comes to your website from an ad, it's key to keep them onsite with engaging and educational content - this can be in the form of blogs, case studies, webinars, customer success stories, etc. Most importantly, you want to ensure that you have a strong CTA for them to take next steps.
Reel ‘Em In
Now that you’ve captured your fish, you’ve got to get them on the boat! By that, we mean turn them into a customer! Whether it’s a website lead form or an in-platform campaign, sending your potential customer through a nurture campaign is pivotal in turning them from a “maybe” into a “yes.” Layering your LinkedIn efforts with other paid media, such as a PPC campaign, can be the winning combination!
