LinkedIn is the world’s largest professional network with over 774 million members in more than 200 countries worldwide. According to Statista, ‘LinkedIn is the 2nd most popular social media platform used by B2B marketers, ranking only behind Facebook.’
When it comes to networking with professionals in similar areas, LinkedIn is an exceptionally useful channel. However, something that we don’t talk about often is how LinkedIn is a valuable inbound marketing platform. Regardless of the fact that only about 10% of marketers rate LinkedIn as their top ROI channel, LinkedIn is a highly effective platform for lead generation and nurturing. In 2021, LinkedIn has surpassed $3 billion in ad revenue and is currently growing 3 times faster than the overall B2B digital advertising market.
Via LinkedIn, your business has the opportunity to be exposed to senior decision-makers since 4 out of 5 LinkedIn members are in charge of making business decisions at their company. In this blog we talk about 5 ways to increase ROI through LinkedIn ads;
- Create a comprehensive company page
- Targeting the right people
- Content quality
- Make use of multiple combinations
- Use LinkedIn Ads for sale conversion and not just awareness
1. Create a comprehensive company page
“You never get a second chance to make a first impression” – Will Rogers
First impressions are always important. If a potential customer comes to your profile through a LinkedIn ad, the first impression of your business would be your LinkedIn profile. So, ensure to make it a good and lasting impression.
Consumers prefer to buy products or services from companies that they believe to be genuine and trustworthy. Therefore, creating an effective and informative company page that provides useful information to your potential customers will help and persuade them to choose the right product or service.
A strong first impression can be made with the help of advertising, and a business page will increase the credibility of your brand. It will improve the efficiency of your LinkedIn advertising and hence your ROI by creating a favourable perception of your company among your target clients.
2. Target the right people
To generate content that your target audience cares about, you must first understand and define your target audience. The typical target audience for B2B companies is high-level decision-makers in the company.
Failure to target the proper segments or number of segments is one of the key causes for the failure of digital ad campaigns. Focusing on too many categories may not generate expected results because it will appear to be overly general, while other businesses frequently make the error of focusing on very specific targeted categories.
Targeting a small number of categories also implies that the advertising will quickly lose its appeal as the same customers will see your content again and again. Your click-through rate will improve as you extend the targeted categories.
As a result, your targeting strategy must include focusing on the proper number of categories that are relevant to your company. To improve the ROI of your LinkedIn ads, find the proper balance.
Once you’ve identified your target clients, conduct some research to see what types of material they enjoy. Examine their activity on LinkedIn and also study competitor behaviour.
If you want to know why you should segment your audience click here.
3. Content Quality
Content quality is just as important as finding the correct target audience. You have to know and understand the type of content your target audience resonates and engages with. LinkedIn users look for information that is relevant and important to them or that will help them increase their knowledge.
As a result, it’s critical that the content delivered to consumers, even through adverts add value and assist them in finding a solution to the problems they’re encountering.
Your LinkedIn ad is the first step in reaching out to potential clients. Concentrate on creating high-quality content so that your adverts pique the interest of your target audience. Be creative with your ad content and use effective copy to communicate your message. This will help increase the click-through rate which in turn will help increase your ROI.
4. Make use of multiple ad combinations
Experiment with different ad content combinations. It is good practice to run different ad combinations in a single campaign to identify which would work with different target audiences. Creating several ads allow you to target additional consumer segments since certain ads can be used to target certain groups of customers while others may be used to target different groups of customers. It will make your LinkedIn advertisements more relevant to them, resulting in a higher click-through rate and, as a result, a higher ROI.
5. Use LinkedIn Ads for sale conversion and not just awareness
Your advertising ROI can be increased if you use your ad campaign as a sales tool rather than just an awareness campaign. The first thing to do to interact with customers is to expand their awareness. However, it is vital to continuously engage with your clients. Having identified whether they are warm or hot leads from the awareness phase of the campaign, provide them with more relevant and useful content to drive them further down the sales funnel.
It is also good practice to analyse the performance of your campaigns to retarget and increase sales conversion. LinkedIn advertising provides data metrics on every single campaign run by the business.
Read this article by LinkedIn to learn how to analyse your campaign performance.
Conclusion
LinkedIn offers a wide range of tools designed to enhance the ROI of your business, including Sponsored Content, Sponsored Messaging, Text or Video ads, and more.
These five ways will help you get a better ROI from your LinkedIn ad campaigns. These techniques allow you to focus your efforts in the appropriate direction, which is essential for success in today’s highly competitive business world.
If you need any help with LinkedIn marketing for your brand you can arrange for a free strategy session or hit us up on info@ladderglobal.com or call us on +94 76 852 9344.
Let’s talk.
and we’ll help figure out what is required to take your business towards your next phase of growth