LinkedIn Advertising
The Only Platform You Need For B2B Marketing.
If you’re looking for B2B leads, LinkedIn ads are often overlooked and severely underrated.
With an active network of over 1 billion users and 100 million decision-makers, you can serve your business directly to the people who matter straight through the LinkedIn feed.
Unlike paid search, you don’t have to wait for your buyers to find you – you can take your offering directly to them before your competitors get the chance, staying at the forefront of your prospect’s decision-making process.
Our Approach
With hundreds of audience-building, ad formatting, and lead-generating options, we know it can be an intimidating task to get started with.
At StraightIn, we use our tried and tested Linkedin paid ads strategy to build up your presence, boost engagement, and generate leads with your ideal prospects – at half the price of our competitors.
Here you’ll find a snippet of our expertise that you can use to go to market, but if you want the fast-track option:
Why Use LinkedIn Ads?
Your prospects are on LinkedIn, and they use it every day.
In essence, it’s Facebook for professionals, so LinkedIn is always receiving unique intent signals you will only find on a platform dedicated to business networking, that you can use for targeting.
Whether you’re experimenting in a new sector, building brand authenticity, or directly generating leads – LinkedIn thrives in the details, providing tailored demographic stats and projections that you can use to optimise your wider marketing approach.
40% of B2B Marketers say LinkedIn is their most efficient tool for lead generation, so if you’re not already using it – here’s how ads could be part of your strategy.
How LinkedIn Ads Could Be Part of your Strategy
Awareness And Engagement
The beginning of every customer journey is awareness.
With 90% of decision-makers never answering a cold call, it can seem difficult to get a foothold in the market. However, 75% of B2B buyers use social media to make purchasing decisions, so there is no better way to start your prospect’s journey than with a well-targeted ad directly on their feed.
Lead Generation
LinkedIn works best when generating leads. 62% of B2B marketers say LinkedIn generated twice the number of leads than any other social platform, making it an essential tool in your marketing repertoire.
With built-in lead forms that autofill prospects’ details, including email addresses, phone numbers, and social links – the only thing you need to succeed is a compelling lead magnet to stop your target buyers mid-scroll.
Read our Top 5 ways you can integrate your existing marketing strategy with LinkedIn Ads.
The Paid Ads Funnel
Paid Ads work a bit differently from your average B2B lead gen campaign.
Because of the speed you can go to market through them, it’s easy to get caught up in the size of your audience and miss the vital steps to creating a high-performance strategy.
We recommend following the ads funnel – leveraging a 3 step campaign structure that builds awareness, consideration, and engagement in your target market.
TOF
Top of funnel campaigns need to succinctly communicate your brand and how you tackle your audience’s pain points. This is your first introduction to new potential customers, so it’s imperative to stand out from the crowd and show off what makes you different.
This is the most important building block of the entire advertising funnel, getting your business in front of the right people, at the right time so as the campaign progresses, they’re more likely to enter your sales pipeline.
MOF
Middle of funnel campaigns are where you give a little to get a little. Here we retarget your engaged audience – whether from a TOF campaign or external marketing sources – and show them an irresistible lead magnet.
This stage is where you start generating qualified marketing leads that can fit into your nurturing pipeline or quickly develop into sales-ready opportunities.
Having some value-adding content is essential at this stage, giving your target confidence in your expertise at little cost.
EOF
End of funnels are your campaign crescendo. These campaigns are where you take your most engaged audience (who have downloaded your lead magnets and clicked through to your landing pages) and target them a final time with a harder CTA, usually asking for a meeting.
This is where you generate high-intent SQLs, sent directly to your sales team for quick closes and high-value deals.
LinkedIn Advertising Objectives
Your ad objective will dictate how you should bid, what formats work best, and most importantly, what actions your prospects need to take to engage with your business.
Here are your best choices when building a campaign geared towards lead gen:
Engagement
This keeps your prospects on LinkedIn and drives on-platform engagement e.g. liking content, following your page, commenting on posts, etc. This is one of the cheapest and quickest ways to build your engaged audience and create authenticity on your company page.
Website Visits
Does what it says on the tin. This campaign objective sends the prospects who click on your ad to a desired webpage. At the TOF stage, we suggest using your website homepage so they can explore your services and get a feel for your brand.
Lead Generation
LinkedIn has built-in customisable lead gen forms you can utilise to generate opportunities directly from the platform. These forms autofill with your prospects’ details (which they have entered already on LinkedIn) so it’s far easier than your usual lead magnet to get conversions. The best practice with these is to have a compelling ad offering a guide/cheat sheet/case study your prospects can access via a download link – after filling out the form of course.
Website Conversions
Similar to Website Visits, this objective will send prospects who click on your ad to a desired website. Unlike web visits, we recommend using a purpose-built landing page and conversion tracking to guide your campaign performance. This objective works best if you’re driving your target to sign up for a webinar, free trial, or booking a call.
LinkedIn Advertising Formats
As well as Objectives, you have Ad formats you need to pick from. These will be what your prospects interact with, so make sure you pick one that makes the most sense for your audience, offer, and objective.
For example, if you’re trying to achieve more event/webinar sign-ups – the video format providing a “sneak peek” into what prospects are registering for would outperform a document or carousel.
Below are the top formats to use for your lead generation campaign:
Single Image Ads
These are the bread and butter of LinkedIn ads, one scroll-stopping image (4320x4320px) that conveys your brand, offering, and business with high-impact ad copy. These are perfect for most objectives and will often yield some of the best results.
Carousel Ads
These work like a gallery, and are perfect for telling a story with images. With these, you can easily show improvement over time, exhibit impressive stats, or share a client journey and testimonials.
Video Ads
Sponsored Videos play natively on LinkedIn and you can track engagement via % viewership. Impressions are counted if the prospect spends two or more continuous seconds playing the video, and further stats report on how long they stay watching: 25,% 50%, 75%, and completions (how many times the prospect watched all the way through).
Document Ads
Document ads are exclusive to mobile feeds, and they are best used to target technically savvy industries that enjoy the details. These work exceptionally well if your Geo Target is a large city, meaning consistent commute times where you can catch prospects during their travel LinkedIn scroll.
Why Should You Choose StraightIn?
StraightIn is the Global leading non-automated LinkedIn marketing agency. StraightIn will always maintain the ability and expertise to operate on LinkedIn, overcoming every challenge the other lead generation agencies cannot.
Every day we deliver results, overcome challenges, and find new ways to fill in the gaps. That is why we are offering this new service, as we know we can deliver non-stop results through our growing team of specialists.
Have a Question?
If you are looking for targeted digital advertisements to boost lead generation, increase sales, or otherwise help your business stand out from the crowd, StraightIn can help. Get in touch today to learn how we can devise bespoke LinkedIn Paid Ads guaranteed to delight your audience and boost your business.
