3 tips to boost your LinkedIn campaigns for B2B marketing

Social media, without a shadow of a doubt, is one of the great unknowns of digital marketing. If, on the one hand, we have advances in strategies for the most varied networks, on the other, we are faced with algorithms that are constantly changing. 

So, how do you reconcile these two poles and make these platforms work in favor of your company? 

This is a question that may not have a direct answer. But tips are always welcome. Therefore, we prepared this article with the main points for applying LinkedIn for B2B marketing. After all, the platform offers several interesting tools for this type of strategy. 

Let's skip the part about the importance of LinkedIn for your company. You may already know that social media, in general, offers several advantages. There are not many barriers regarding content and presentation, it all depends on your objective and your audience. Therefore, it is important to pay attention to details.  

Let’s take the big star of this article as an example: LinkedIn. When compared to other social or content networks, we achieve greater audience segmentation. This makes it a perfect tool for expanding your capture of leads and opportunities among the followers who follow your content.  

Ok… but, how can you take advantage of the resources that the platform offers and enhance your LinkedIn campaigns for B2B marketing? That's what we'll see from now on! 

So, if you want results through professional social networking, you've come to the right place. You just need to follow the text and apply the topics in your daily life to see it in practice!  

Why use LinkedIn for B2B marketing?  

With so many social networks growing instantly these days, it may not seem like it, but LinkedIn is a unique platform. This is because, when we think about its functionality and especially the audience present there, we are talking about something created especially for discussions and professional experiences. 

Right away we can remove the stigma that LinkedIn is a stupid social network. This is far from true, after all, much of the content produced on the platform is relaxed, precisely to make the environment conducive to sharing. 

However, this does not mean that you should give up your brand's characteristics to fit the platform's standards. After all, this is fundamentally what brings advantages to millions of users, its versatility.

Advantages of LinkedIn for B2B Marketing

In fact, if we stop to analyze, the main advantage of the platform is its segmentation capabilities. Between the more “professional” bias and the resources available to define your audience, you will certainly be able to find a path for your company. 

Through mechanics involving followers and connections, the algorithm establishes a network of contacts with similar characteristics. This way, it becomes immensely easier to understand your audience and locate the people your content/strategy should reach. 

Furthermore, the social network allows you to target your content to users who have the profile you are looking for. In strategy like Account-Based Marketing, this can be an essential tool. 

If you have been receiving demands from the sales team asking for more qualified leads, it may be time to consider LinkedIn. Because, in fact, the platform stands out when it comes to segmentation, that is, it has great potential for finding your ideal customer. 

Now, if the subject is an advertisement on LinkedIn, the social network's features become even more fantastic. In addition to all the details we have already mentioned, you can also define data that is most relevant to your campaign, such as: age, position, length of service, specific role, among other information. 

But, there is no point knowing that these tools exist without knowing how to use them efficiently. Let's move on to the best tips for applying LinkedIn for B2B marketing! 

Tips for optimizing your LinkedIn results for B2B marketing

As we saw previously, there are countless reasons why LinkedIn is considered an important tool for your company. After all, the functionality of this platform is aimed at creating connections between professionals. 

But, we know that marketing professionals don’t live on advantages alone, right?  

Therefore, we need to understand how to apply these resources efficiently so that you can achieve your goals and achieve the objectives of your sector.  

1 – Create bidding strategies on LinkedIn  

If you're not already familiar with ads on LinkedIn, you may have missed that the platform has a bidding system. To put it simply, we need to understand that most social media works like a big auction. Advertisers are constantly bidding for a specific position in a specific audience’s feed. And let's not forget: this entire process takes place at digital speed. Therefore, attention must be doubled and analysis must be constant. 

Through this system, the platform understands how interested you are in that positioning and, mainly, how much you are willing to pay for it.  

Don't worry, this isn't a big deal, you can rest assured. You have three options, given by LinkedIn, to adapt this process to your routine. Being them: 

Maximum delivery (automated) 

This is the default option on the social network and is in fact well accepted by professionals who work there, as it is one of the easiest methods of setting up a campaign. We can say that by choosing maximum delivery, LinkedIn does the work for you.  

This way, it will automatically place the bid it deems necessary to outperform the competition. Therefore, it is important to emphasize that, despite its practicality, this resource can cost your company a lot and deliver results below expectations.  

Cost limit 

This is a very interesting feature if you work with limited resources. There, you can tell the platform how much you are willing to pay for a certain position.  

This way, bids will be made automatically, but optimized to stay below the stipulated limit. 

So, like the previous option, this one has pros and cons. Despite presenting predictable CPLs, this method reduces the reach of your campaign significantly, depending on your limit.  

Manual bidding 

Finally, there are also manual bids. With this method you will be able to define when to bid and the value of each one. Because, as the name suggests, here you do all the work.  

Therefore, this option often demands a lot from the professional, because it is not aimed at optimizing the person responsible's routine.  

However, it can be more efficient and contribute to cost reduction. 

2 – Use lead generation forms 

A very important feature of the social network is the ease of capturing leads on the platform itself. This is because it allows the insertion of forms.  

This way, your potential lead does not need to be redirected to your website or registration page to complete the form. Thus, increasing the chances of capturing a lead and qualifying it from that first contact with your content on the social network.  

3 – Create campaign groups 

On LinkedIn, all the criteria for creating a good ad (your objective, targeting, optimization, budget) are controlled at the campaign levels.  

Therefore, it is common during your strategy to come across the task of managing more than one campaign on the social network. This is because all changes must be made when creating a new campaign. 

This also occurs if you are faced with the need to test more than one format of the ads proposed for your strategy.  

With this in mind, it is important to know that it is possible to determine organizational levels to facilitate your routine, through campaign groups.  

This way, they can be configured to run at specific times and with specific budgets, or always active without spending limits. 

Now, you have everything you need to nail formulating and managing your LinkedIn strategies for B2B marketing.  

But, if you need help, Beatz is here to provide full support for your company, not only on LinkedIn, but also on all other social media.  

Access our website now and see how easy it is to optimize your digital marketing planning. Or, get in touch and speak to our expert team!  

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