With organic social media reach at times in a race to the bottom, paid social media strategies can be worth betting on for many B2B brands.
A targeted LinkedIn ad – including as part of an account-based marketing strategy – can do wonders. So what are brands to do, and how do they spend money strategically?
To discuss the topic, Jenn Mancusi is joined by Jonathan Bland, Co-founder of Omni Lab and a paid media expert for B2B brands.
Why paid social media matters for B2B brands
Paid social media gives B2B brands a way to reach the audience they want in a targeted way.
“The real question is where the audience is most active. Because at the end of the day, your audience is probably active on a lot of different channels,” Jonathan said.
B2B brands can reach decision-makers, influencers, and possible customers in their specific area, reaching them on LinkedIn through targeted ads. This targeted approach ensures that marketing efforts focus on the right people.
Read next: A Guide to a Highly Effective LinkedIn Ad Campaign
Making a targeted LinkedIn ad strategy
LinkedIn has become a powerful platform for paid social media campaigns for B2B companies. It has a user base of professionals and strong targeting options. This lets brands reach the people they want to talk to in a good way. When making a targeted LinkedIn ad strategy, think about the following key areas:
Audience Targeting
Use LinkedIn’s targeting options to focus your audience based on things like job title, industry, company size, and more. This makes sure that your ads are shown to the people who are most relevant.
Ad Formats
Try out different ad formats, like sponsored content, sponsored InMail, and display ads. See which ones work best with the people you want to reach.
Compelling Content
Make ad content that is interesting and informative. It should talk about the pain points and interests of the people you want to reach. Use visuals that catch people’s eye and copy that persuades them to take action.
Landing Page Optimization
Make sure your ad links to a landing page that is well-designed. It should provide a smooth user experience and encourage conversions.
Measuring success
To improve your paid social media efforts and show ROI, tracking and measuring relevant metrics is important.
“When it comes to the cost per lead, I can easily get you cheaper leads and more of them if you really want,” said Jenn. “But that doesn’t mean they’re qualified. So we’ve always looked at cost per opportunity as a more important metric that actually makes a difference.”
Key metrics to consider include:
- Engagement
- Conversion Rates
- Cost per Acquisition (CPA)
- Return on Ad Spend (ROAS)
Analyze and adjust as the campaign moves forward for better results.
A targeted LinkedIn ad strategy, creating compelling content, and measuring success through relevant metrics can help brands ramp up their revenue.
“Clearly, everything should end up in revenue in the end,” he said. “But we need to have other metrics because we’re going to be targeting people who are cold and have never heard of you before.”