A common challenge faced by most small B2B marketing companies is to market their brand on a tight budget. Marketers with a limited budget want to achieve high returns with their available resources, and make it worth every penny invested in the advertising campaign.
One of the best ways to prevent wasting your advertising budget is by ensuring that you’re engaging a specific audience. LinkedIn helps you achieve objectives through its advertising platforms, because small B2B companies can target qualified visitors and would have to pay for fewer unqualified clicks.
There are two types of LinkedIn ads: Sponsored content and Ad campaigns. Sponsored Content shows your ad on a user’s news feeds, whereas Ad Campaigns display on the right-hand side of the feed.
Here are the 5 steps for a successful LinkedIn advertising campaign:
- Define your buyer personas:
A Buyer’s Persona is the fictional, stereotypical profile of a decision makers who is involved in the purchase of a product or service. For B2C businesses, this person is most likely the end user. In the case of B2B businesses, this person can be the composite of many decision makers or sales influencers.
Creating a buyer’s persona helps you learn your target audiences and identify their needs. The simplest way of creating a buyer persona is to develop and fill in customer profile forms, such as the one shown below: (Source: HUBSPOT)
The most important part of having a buyer persona is that it teaches you about your customers, which helps craft your campaign according to your customers.
- Create multiple ad groups for
- Targeting different stake holders:
Once you are done with the buyer persona, and have identified your buyer’s challenges and needs, you’ll need to create customized ads to target each persona. Craft your ads based on the personas collected, so that you’ll be able to target different stakeholders according to their needs and behaviors.
For example, if you want to target a Sales Manager, your ad might read,
“Want to Increase Sales Performance and Reach Target Goals?”
Or
“Looking to Improve Sales and Achieve Target Goals?”
Related ads would help in the easy targeting of qualified leads which can bring success to your campaign.
- Create multiple campaigns for targeting different stake holders:
Once you have completed the above mentioned two steps, then you’ll need to create multiple LinkedIn campaigns to target various personas. Follow the steps below to create a successful campaign.
- Place your cursor on Business services and click on Advertise
- Click on Get Started
- Select the type of campaign you want to go with, i.e. Sponsored content or Ad campaign
- Create your campaign and ad(s)
- Specify your target audience:
After you have created your campaigns and customized ads, specify the audiences you want to target through each campaign. You can target an audience through the geographic location of the prospects, industry they work in, job titles they have, and other information.
Through the Company Exclusion feature, you can exclude professionals from certain companies from seeing your ads. This will also help you save money, because only the relevant audience would be clicking on your ads.
- Set Bidding cost:
Bidding is just like an auction. You have to bid high to earn higher impressions and clicks. LinkedIn provides a “Suggested bid range,” and it is advised to not go below that range. Your daily budget needs to be high enough to support the number of clicks you hope to get.
Your CPC depends on how much you bid for the campaign. Therefore, craft your campaign accordingly. The minimum LinkedIn bid is $2 per click.
LinkedIn advertising is an effective tool for small B2B companies to target qualified leads. By following above 5 steps, you can develop buyer personas and address them with customized LinkedIn campaigns and ads.
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