In my experience, selling on LinkedIn is just as easy or difficult as on any other social network. I will explain it to you in more detail below:
LinkedIn Ads is the extension or platform attached to the LinkedIn social network, as is also available in other social networks or search engines such as F acebook Ads, Instagram Ads , Google Ads , etc.
There are 3 main reasons why it is interesting to sell using LinkedIn Ads.
- The main reason is that you can sell on this social network if you know your potential client and you know that they really use this platform to communicate and make themselves known.
- The second reason is if your competition does it and you know their results. In itself it is not a "compelling reason", however, if your competition is present and their billing information is positive, it is highly advisable to carry out an exhaustive follow-up of it : keep track of the campaigns you have in operation, enter your ad flows and see all the actions that you have in operation ... this way we can know if it is a specific campaign in that social network or on the contrary has a global strategy that covers other areas of marketing. Carrying out this study and monitoring is not synonymous with literally copying what they do, but rather to explore new avenues and keep an open mind, to think and analyze whether advertising on that social network has a place in our omnichannel marketing strategy, etc.
- The third reason (although I do not consider it a consistent argument) is that very few companies are advertising on this social network , and therefore You might think that advertising is cheaper than on other platforms. However, since the segmentation that can be created to advertise our ads is very precise, it makes the cost per click much higher than on other platforms. If you are not familiar with some online marketing concepts you can read this article on various basic concepts of online marketing and their acronyms .
The concept of segmentation is really interesting since, although LinkedIn Ads manages the ads as an auction, (as well as use Google Ads or Facebook Ads) allows ads to be delivered only to people who meet our targeting requirements . As with most platforms, the more precise our segmentation is, the more likely we are to reach our potential client. However, if we reduce our segmentation to too small an audience, it is very likely that our campaign will not generate the volume of traffic we had estimated and therefore we will not reach our objectives.
If we had to summarize how to use LinkedIn Ads to sell our company's products it would be:
- Define our potential client .
- Define the messages and types of ads that you want to generate to impact potential customers for each phase of the AIDA funnel.
- Have a budget according to the objectives we want to achieve.
- Make a scorecard to be able to track the campaigns and know if corrective actions need to be taken for any of the KPIs that are being measured.
Let's develop these points further:
- Define our potential client: In Linkedin Ads this point is vital. Not only because it is the basis for impacting customers according to the criteria that we have defined, but also because if we launch campaigns on this platform without segmenting correctly, we will be advertising without any meaning and obviously "we will burn the money", without obtaining any results. . In addition, segmentation on LinkedIn is very interesting since it is the favorite social network for professionals, and in which many companies that sell B2B services are increasingly present. Finally, this is the characteristic point that differs the most from both Google Ads and Facebook / Instagram Ads.
- What are the charges that your potential clients can hold?
- do you sell a product-service for a certain sector or position? Or rather, you sell a product-service that can be addressed to CEOs, technical profiles, commercial profiles ...
- Do you sell a geographically delimited product-service? Are you addressing an international audience or a specific language?
- Define the messages and types of ads that you want to generate to impact your potential customers. Depending on the stage of the funnel AIDA that we are working, we will have to generate messages according to the needs that we want to solve at each stage. They will not be the same messages or costs for a phase of "Awareness" or to let us know, that for a phase of call to action or closing of sale. Let us bear in mind that we cannot skip stages of the funnel or try to carry out direct sales campaigns without going through the first stages, since potential clients, and therefore people, must be guided and shown the benefits of our product-service to so that they can appreciate and value what they get with the purchase.
- Reserve a budget to achieve our objectives: To be able to carry out this point correctly, it is essential to know the market, know the technology we are using and, be able to be, have a history of campaigns that can help us make decisions. Many times I have worked with companies that have an X budget, but their billing or CPL goals end up being very different from the final result of the campaign. Without experience, and being one of the first times that you carry out an advertising campaign, it is not easy to obtain the expected results. Therefore, it will not be until the 2nd or 3rd time that we have real data from the sector, the segmentation carried out and the conversions obtained. In any case, we already know that the important thing is to innovate in order to test market tools and be able to check which channel works best.
- Whenever we run campaigns and invest in advertising, the most important thing is to measure and specify what objectives we want to achieve with each campaign . We must create a scorecard to be able to track our campaigns and know if we have to correct any of the KPIs that we are measuring. Depending on the investment and the people involved in the campaign, this monitoring will require more or less frequency. Logically, if the campaign is a CORE process of our business, the importance and frequency of monitoring will be daily or maximum weekly.
Finally, LinkedIn Ads is the platform that, today (June 2020), is less developed, if we compare it with Google Ads or Facebook Ads (according to my experience in All of them). It has the most important advertising options and is very easy to use. It has all the important formats, such as:
- Video Ads
- Image Ads
- Ads in Carrousel format
- Text ads
- Ads by Inmail
- Ads by Remarketing
Having these formats is more than enough to impact potential customers and generate flows to attract and generate interest in the segmentation you have made.
I hope you liked the article. If you have any questions I will be happy to answer you and if you need help in creating or managing your campaigns you can contact me whenever you want :)