Running channels like Google Ads, Facebook Ads and Programmatic for your B2B business? Not running LinkedIn Ads? While the leads you’d generate on this channel are likely more top-funnel and you may think it’s not worth investing in longer-term wins – you’re missing out if you don’t at least test out LinkedIn. After all, all the key decision makers in the organisations you want to target are on there and waiting to be engaged with. Plus, there’s plenty of Linkedin ad examples to make creating A+ ads easy. Let’s dig into some of the main reasons why you should be investing in Linkedin for your business.
1. Targeting
So, the number 1 reason why you should be running LinkedIn ads for your B2B business is the unparalleled targeting capabilities. What do we mean? On LinkedIn, you can get in front of exactly the right eyeballs – whether it be decision makers in X industry with X company size and X job function – the skys the limit with how specific and targeted you can get. Also, all the information used for these filters is up-to-date and relevant, unlike on platforms like Facebook, which people rarely update. This means you’re not throwing away money on people who don’t fit into your ideal audience & putting it in the right place!
2. Work mindset
Secondly, Linkedin is a professional networking platform. And a centrepoint for sharing professional advice, information and thought leadership. This means that when people are scrolling through their feed, unlike Twitter or Facebook, they are most likely to be already thinking about work and more open / receptive to receiving work related content, offers and advertisements. This makes them in the perfect headspace to engage with your brand – particularly in top and mid funnel stages. For this reason it’s likely that if you share a lengthy eBook on Facebook it’s harder to get engagement from quality prospects then LinkedIn.
3. Establish yourself as a thought leader
Prospects who see your LinkedIn ads may not have searched directly for a term related to your brand or search intent, meaning it’s not the best channel for cold acquisition. However, LinkedIn does give you the opportunity to use high-quality content and posts to establish your brand as a trusted, respected thought leader to people in your target audience.
What’s the benefit of this? While someone may not be in the mindset to buy now, they are likely to associate your brand with the content, building trust and providing fertile grounds for a commercial relationship in the future. Our recommendation – invest in an experienced copywriter to create a valuable guide or eBook and use Linkedin to promote it to your target audience.
There you have it! Three very IMPORTANT and unforgettable reasons why you should invest in LinkedIn ads as a channel to cater to the top and mid ends of your marketing funnel. If you don’t go ahead and add it to your mix now – you’d be silly. Go forth and thrive today!
