Read Me if You Want to Advertise Better on LinkedIn
November 15, 2020
Editor's Note: This post, co-written by LinkedIn's Mandy Bowman, is the second of a three-part series inspired by ‘Read Me’, a trilogy of essential marketer’s guides to LinkedIn, by LinkedIn. The guides are categorised by marketing objectives — to build a stronger brand, advertise better, and drive more leads on LinkedIn — and are loaded with insider insights, tips and best practices that only LinkedIn can offer.
Advertising endures, in good times and difficult times. It enables you to reach more customers than you already have, which is why B2B Institute research suggests that advertising can reduce your downside in a downturn and increase your upside in an upturn—provided you do it well, of course.
Like many B2B marketers, you’re probably already advertising on LinkedIn, leveraging our targeting capabilities and rich ad format to engage your audience in meaningful ways. Whether you’re new to our platform or a seasoned marketer, you may wonder, from time to time, whether you’re getting the most out of LinkedIn.
You can save yourself the time and effort of figuring out how to build an optimal advertising campaign by using the LinkedIn-approved 5 step formula.
We go into detail about this formula in the ‘Read Me’ series, but here’s a quick overview:
Step 1. Define your objectives
Objectives are essential to any advertising campaign, but more so on LinkedIn because your choice of objectives will determine how your campaigns are automatically optimised towards members most likely to take your desired action. We use past and predicted platform data to make that call.
Step 2. Build a compelling organic presence
The greater your organic reach, the more it can amplify your paid advertising efforts on LinkedIn. Start by building your own community on LinkedIn Page and continue to engage your audience regularly by sharing great content. This drives followers, which gives you a great base to test and optimise different types of organic content. You can also choose to repurpose the best-performing pieces for targeted paid campaigns. An integrated organic and paid strategy can significantly improve your advertising effectiveness on LinkedIn.
The ‘Read Me’ guide to advertising better also includes a handy checklist to optimise your LinkedIn Page and recommended use cases for LinkedIn Live and LinkedIn Events.
Step 3. Target with precision
LinkedIn targeting is unique because members are incentivised to keep their profiles accurate and up-to-date. After defining your audience based on their professional attributes or uploading your contact, account or website visitor list, you can use Matched Audiences, Audience Expansion and Lookalike Audiences to quickly scale your reach before, during and after your campaign.
Step 4: Choose your ad format mix
LinkedIn ad formats are designed to work in harmony to help you achieve your objectives. In ‘Read Me’, we take a comprehensive look at all available ad formats on LinkedIn, then recommend tried-and-test combinations that you can use to fast-track results at every stage of the buyer journey.
Step 5: Measure, track and optimise
Because we know that measuring ad performance — and therefore the impact of your advertising investment — is crucial, ‘Read Me’ spells out seven ways to measure and optimise your campaigns. We’ve also included tips on how you can enhance the way Campaign Manager works for you.
Finally, to wrap up, the guide ends with an overview that summarises what you need to advertise better on LinkedIn.
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