LinkedIn ads are highly targeted social ads, which differ significantly from search marketing. They're also heavy in B2B—and this is how B2B is different from B2C.
- As a marketer, you have a lot of choices of channels in front of you. You have search channels, like Google, Bing, and search engine optimization, and social channels, like LinkedIn and Facebook. Here's a quick rundown of what each channel excels in and what it doesn't. Let's talk about where LinkedIn sits in the general digital marketing landscape. So what I've got here is a grid differentiating the different types of channels by being either a search channel or a social channel. And then, of course, there are different activities within each of these types of channels that are either organic, meaning that they're free, or paid, that they're an ad. So let's go through each grid and we can see what fits in with 'em. The intersection between organic and search is organic search, or what we call search engine optimization, or SEO. Then on the social organic side, these are activities that essentially amount to brand building, things like if you had a LinkedIn company page, and you were looking to build up the followers there and try to get your message out. Or maybe you have a company YouTube channel, or you're trying to grow your Twitter followers. Then under paid search, you have Google ads and Bing ads, where people are typing a keyword, and you know because they type that keyword, that they're looking for what you do, so you're trying to get your message in front of them. And then finally, under paid social, we have activities like LinkedIn ads, Facebook ads, and Twitter ads, where we're targeting people, not by what they're looking for right now, but because of who they are personally, or professionally, or psychographically. Alright, let's talk about the differences then, between search and social, because the differences are pretty stark. Coming from search, your sales team will give you some feedback about their leads. Number one, they'll tell you that the leads are hot, because they closed very quickly. Obviously, if someone did a search, it means that they're search intent, and they're, probably they've got a project on the table, they're looking to do something, they're looking to take action. You might also hear from the sales team that the leads are low quality, because really, anyone can type a keyword. You'll be getting leads from the CEO, all the way down to the proverbial mail room, and everything in between. So the sales team may tell you that these are leads that are tire-kickers, or people who can't afford you, or mom-and-pop shops, all of that. But you'll, of course, also get some great stuff in there as well. On the social side, like I said, because we're targeting people because of who they are professionally, especially through LinkedIn, we're going to get really high quality leads, because, if you got your targeting right, every single lead that you generate is going to be extremely high quality. So, you get this really high quality, you know exactly who you're talking to, but what you lose control of is where someone is in the buying process. So that means your social leads are going to take a little bit longer to mature. You'll have to nurture them longer, and because of that, your sales cycle will be slightly longer, but especially, speaking for LinkedIn ads, because your targeting was so good, you're talking only to the right size of companies who can afford you. You'll end up with the largest deal sizes and the better quality lead. Remember that LinkedIn ads are great for the highest quality leads, and are also great for companies with high value customers and disruptive products.
- Who should and shouldn’t advertise on LinkedIn
- Using Text Ads, Sponsored Content, and Sponsored InMail
- Audience targeting options
- Setting your bids and budgets
- Retargeting strategy
- Tracking your progress throughout the sales process
- Benchmarking and troubleshooting