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  • Starting a social media conversation and building customer engagement (e.g., comments and likes) around the customer challenges covered in the sponsored post, as well as in an online webinar, downloadable branded ebook, or research report.
  • Amplifying the brand message across traditional and social media platforms, enabling industry experts or influencers, journalists, and target customers to share the content with others in their social networks, including LinkedIn.
  • Positioning a B2B brand as a thought leader in their industry, demonstrating in the sponsored posts that they are an expert in their field.
  • Generating a contact list of target customer leads – specifically if the report or event is promoted via links in the sponsored post ads, blogs, or article content that send customers to a landing page. There, they must provide their contact information in exchange for the ebook, event signup, or report download.
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  • Capture a target user’s attention directly in their social media feed: Because the ads are part of the user’s timeline, the ads blend in with other posts from users that target customers follow online.
  • Achieve key B2B marketing objectives: Whether the goal is to build brand awareness or drive highly-targeted leads to their business.
  • Gain audience insights and achieve a measurable return on investment (ROI): B2B brands can measure their sponsored post social media ad performance and learn about the demographics of their target audience.
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  • Write ad headlines with under 150 characters to maximize social media ad engagement.
  • Keep descriptive copy under 70 characters. Otherwise, the copy may be truncated, meaning users must click to read the entire sponsored post.
  • Embed larger images instead of standard thumbnails to get up to a 38% higher CTR (click-through rate). We recommend image sizes of 1200 x 627 pixels.
  • Be specific with ad targeting, choose the location and two other targeting criteria to start, and follow LinkedIn’s ad targeting best practices.
  • “Download” a report or ebook
  • “Get the report” or “Get the ebook”
  • “Signup” for an email newsletter or event
  • “Buy now”
  • “Try now”
 
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