3 Ways to Optimize LinkedIn Ads for B2B Lead Generation
One of the biggest challenges in B2B marketing is generating valuable leads. A quick Google search for “lead generation” pulls up hundreds of articles filled with tips, tricks, and best practices for uncovering potential business. Many of these posts, however, leave out one of the most useful B2B lead generation tools out there: LinkedIn.
LinkedIn consistently ranks highest among social media platforms for its B2B lead generation value. Its user base boasts the greatest number of professionals, the largest percentage of decision-makers, and the highest per capita income per user. The problem is, many B2B companies are just skimming the surface when it comes to targeting those users, rather than harnessing LinkedIn’s full potential.
Here are three ways you can optimize your LinkedIn ads for B2B lead generation:
Use the Data given. Unlike many social media platforms, LinkedIn users have already taken steps in providing demographical information simply by creating an account. Just visiting a user’s profile allows access to valuable information such as their place of work, what their job title and responsibilities consist of, and even their professional interests (people used to pay money for this kind of info!). This information allows marketers to create specific targeted ad campaigns based on the demographic groups that are more likely to convert.
Keep the flow consistent. So you’ve found your target audience and you’re ready to start a campaign. Does your website/landing page resonate with that specific demographic? This is an important aspect marketers often overlook. By taking a one size fits all approach, you can risk the chance of scaring off visitors, making it blatant that your only goal is to capture a lead. Instead, try creating specific landing pages that are tailored to the demographic’s interest. If your ad features dental supplies, a user is expecting to be provided with information about (you guessed it) dental supplies. By providing relevant information front and center, you add value to your campaign that users can take away from. Keeping things consistent can substantially decrease your bounce rates, and improve conversion rates.
Test. Test. Test. Unless you’re some new breed of marketing genius, chances are you’re going to miss the mark every once in a while. This is why we monitor click through rates. LinkedIn offers the ability to create up to 15 ads per campaign, all with different headlines, images, and descriptions, not to mention sponsoring content on your company’s page. Use this opportunity to see which combination of calls to action and imagery works best for your targets. Remember to stay consistent with clear headlines and attention grabbing imagery.
With access to over 380 million members on the world’s largest professional network, LinkedIn brings a lot to the table. These three tips can help you maximize your lead generation efforts and make the most of your LinkedIn advertising spend. Whether you need a complete content marketing strategy or would like some guidance in lead generation, drop us a line to see how MG//B2B can help your business thrive.
Tags: B2B social media strategies, LinkedIn, social media advertising, social media for lead generation, social media tips