Linkedin has become a fundamental tool for a B2B marketing strategy . In fact, having the highest number of companies and professionals and being focused on the work environment, it offers important opportunities to find clients and collaborations.
Linkedin marketing , however, cannot be based only on the creation of a company page. The strategy to be implemented is much more complex. However, the platform has made available 6 updates regarding the features of Linkedin Ads that simplify their optimization.
The pillars of Linkedin Marketing
Linkedin differs from other social networks in that it is mainly characterized by an audience of companies and professionals . For this reason, it is the best platform to create a strategy for Brands focused on B2B marketing.
This strategic plan is based on 4 key points.
Goal setting
To design a Linkedin Marketing strategy , you must first identify the objectives you aspire to.
These can be:
Promote products and services;
Increase sales;
Increase leads;
Strengthen your Personal Brand.
This first analysis will allow you to understand your audience and their interests.
Expand your network of contacts
Linkedin is a great tool to generate high value Leads thanks to precise and accurate targeting . I will tell you about the best techniques to get contacts through this platform in the next article of my blog.
Interact and share valuable content
A B2B marketing strategy on Linkedin to be effective must take into account and exploit content marketing.
What does it mean?
Linkedin used to be used only for job hunting, but now people who use this social network are looking for valuable content . Therefore, by creating, sharing and promoting quality information, it is possible to build an audience in line with your target.
This platform also allows you to use different creative formats to communicate effectively, taking into account the needs and interests of your audience.
Monitor
If you want to invest in Linkedin Marketing you need to measure the performance and results of your Linkedin Ads campaigns.
Of course, the metrics you need to monitor will change based on your goals. Here are some examples:
Number of views for each update;
Site visits;
Number of clicks (to shared links or company name);
Number of connection requests;
No. of followers;
Reactions, comments, shares.
To optimize your Linkedin ads, the platform has launched 6 updates regarding the Linkedin Ads features. Read on to discover them all.
1: LinkedIn Introduces New Interest Targeting
LinkedIn has announced a new interest targeting feature to help you get your ads in front of the right people.
LinkedIn divides interests into three categories and over 500 attributes
But you could be more specific: LinkedIn is breaking down these interests into three categories and over 500 specific attributes.
An overview of interest categories
Here’s an overview:
General interests
General interests include a wide range of categories such as science, environment, technology, and health.
Product interests
Product interests allow you to target users who have shown interest in different types of software such as content management, data science, and other tools.
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Interests in services
Service interests reach users how to build phone number data address who interact with service pages similar to the ones you offer. Categories include real estate, environmental consulting, and more.
How to Use LinkedIn Interests
You should see these interests in your bx leads Campaign Manager. If you’re not sure what topics to select, LinkedIn recommends checking out what’s trending on your organization page or blog.
Why Use LinkedIn’s New Interest Targeting
This new feature could help you narrow down your targeting, reach the right people, and save a few dollars on advertising.
2 Group Identities
If Linkedin Ads are published on LinkedIn Audience Network (LAN) it will be possible to take advantage of the “ group identity ” function.
This tool leverages proprietary data by grouping members based on shared professional traits such as:
Career;
Professional title;
Sector;
Agency.
The advantage is that you can effectively monitor, optimize, and target without the need for individual site trackers . Plus, you can do all of this while staying in line with the ever-changing privacy conversation .
In fact, Group Identity helps to serve ads and measure campaign conversions by minimizing third-party personal information and data on Linkedin servers.
3: Lead Generation Forms for Linkedin Marketing
This third update concerns contact collection formats .
Previously, the forms had a work email field, but it could be populated with personal emails. This update will pre-populate this field with the user’s company domain email address.
Without a doubt, it is an advantage because it will be possible to reach the contact directly in the most relevant mailbox. So, less hassle!
4: Recommendation Hub
Doing Linkedin Marketing gives you the opportunity to take advantage of various data and automated advice made available by the platform. However, there are often so many that you get lost!
Here comes the fourth Linkedin update!
The Recommendation Hub is a centralized experience that provides targeted recommendations based on your campaign data. This makes it even easier to optimize your Linkedin Ads .
5: Offline Conversions
Through LinkedIn Audience Network, you can extend your ads to third-party apps and sites, that is, outside of the platform itself.
This latest update includes the ability to connect conversions tracked with other tools directly to Linkedin by uploading a CSV . In addition, it will be possible to take advantage of DoubleVerify security integrations .
6: Media Library
The latest update facilitates Linkedin Marketing strategies by making available a multimedia library. In fact, from now on it is possible to store images and videos in a single location to be able to create our Linkedin Ads faster.
With this update it becomes possible to create up to 5 ads simultaneously by selecting images or videos from the library.
Furthermore, Linkedin also provides Post Templates to create content by modifying them according to our needs and our audience all within the app!
The new features regarding Linkedin Marketing seem to make it possible for anyone to create ads on the platform. Sure, it certainly makes the process easier and faster, but it will be a sterile campaign if there is no effective strategy behind it.
Linkedin Ads campaigns , to work and bring results, cannot avoid studying their target, creating content aimed at this, creating campaigns that lead to conversions and make the brand memorable. This is why it is necessary to rely on a professional who knows how to best analyze the needs of your company and allow you to achieve the objectives set.
