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  • - In this video, we're gonna talk about LinkedIn Marketing

  • and eight reasons why we feel

  • it's the number one advertising channel

  • for B2B, for lead generation and advertising.

  • Hi I'm JB with marketing 360,

  • and we help small businesses grow

  • with our marketing and design, talent and technology,

  • through our number one marketing platform, Marketing 360.

  • We call marketing and design MAD,

  • and we love MAD, and hopefully these videos

  • will help you fall in love with MAD too,

  • so make sure to follow us to learn tips,

  • tricks and strategies to grow your business

  • and fuel your brand.

  • So first off, why do we feel that LinkedIn

  • is such a powerful channel for B2B

  • with regards to lead generation and advertising?

  • And we're not talking about using LinkedIn

  • to basically find new applicants

  • and look for hiring channels to open up.

  • What we're really talking about is B2B businesses

  • using LinkedIn to acquire more customers

  • and leads through that channel.

  • And so let's talk about these eight different reasons

  • and why we feel that it is so powerful in that space.

  • Reason number one why we feel LinkedIn

  • is so powerful from a B2B advertising perspective

  • is that there is 500 million professionals

  • listed on LinkedIn.

  • That's massive.

  • Basically every legitimate business that there is,

  • the key players of that business are at least

  • listed on LinkedIn if not most or all

  • of the employees of their company.

  • So it's a huge channel where you have direct access

  • to this professional audience in one platform.

  • Reason number two LinkedIn allows you

  • to pin point target the exact professional

  • that you want to get out in front of.

  • So there's a huge list of ways that you can target,

  • and actually gonna just read 'em off for you

  • 'cause there's so many.

  • You can target people by industry,

  • company size, company name, job title,

  • job function, job seniority, years experience,

  • schooling, degrees, fields of study,

  • skills, age, gender and location and geotargeting,

  • and you can even target LinkedIn Groups

  • which are groups of people on LinkedIn

  • that are following a particular topic or industry.

  • So if you just think about that, that's crazy right?

  • You have all of these professionals listed

  • 500 million, and you have all these different ways

  • to target those people, based on that,

  • you can really get in front of the perfect person

  • at the perfect time.

  • Reason number three, I'm just gonna extend

  • this targeting talk a little bit further

  • and walk you through an example.

  • This is a reason why it's so powerful.

  • If you were selling a product,

  • let's just say to contracting companies, okay.

  • And let's say that you were selling that product or service

  • to contracting companies that are only in Colorado,

  • and you wanted to get in front of the decision maker,

  • which would be maybe the business owner.

  • If you could literally target exactly that way on LinkedIn,

  • so you could target the industry of contracting,

  • which would give you a certain number of professionals,

  • then you could say show me the business owners

  • in that industry, which would drop that down further.

  • You could then say show me those folks in Colorado,

  • that would drop it down even more targeted,

  • and I could even go a step further and say

  • I want businesses that have more than 20 employees

  • that are contracting businesses in Colorado,

  • and you could get in front of those particular people,

  • and that will really segment it down

  • to a very very targeted list of people

  • that you can run ads towards

  • which is gonna be very very accurate,

  • and you're gonna see great results

  • with regards to marketing.

  • Reason number four, LinkedIn lets you run

  • sponsored ads that show up in people's feeds.

  • So a lot of people are using LinkedIn every day

  • to follow content, to follow groups of content

  • and those sorts of things.

  • You could run sponsored content within those feeds

  • which can be ads for your business.

  • These can be articles or videos or images

  • that you put into the feed with a call to action

  • and one of those call to actions can be to

  • basically get a free quote or something along those lines

  • that submits the lead instantly to you.

  • This is pretty powerful because

  • yes you can lead them to a landing page of course,

  • but this can skip that step even

  • and you can click this button,

  • LinkedIn already knows their name, their phone number,

  • their email, this information is accurate right?

  • Because they're active users on the platform.

  • When they click that button,

  • that lead goes straight to you,

  • so there's no bottlenecks

  • and the lead information is accurate.

  • This is hugely effective.

  • Cost we're seeing there range from five dollars

  • to 10 dollars a click, which is super affordable,

  • conversion rates are pretty high.

  • We're talking 10, 15, 20% conversion rates

  • which means the cost per quality lead for you

  • is generally gonna be in that 50 to 100 dollar

  • per lead range with high quality,

  • so this is a really strong channel that should consider

  • for running sponsored content on LinkedIn.

  • Reason five is LinkedIn let's you run

  • InMail email campaigns,

  • and so through LinkedIn, basically what happens is

  • you can send people and professionals that you're targeting

  • an InMail message which is much like email,

  • and actually it sends you an email notification as well,

  • so these people are going to see that.

  • Basically you pay per send,

  • but it's very very targeted.

  • The pay per send is usually five to 10 maybe 15 dollars

  • per send, but you're getting in front of

  • that perfect person at the perfect time.

  • All's they need to do is reply to you

  • to carry the conversation forward,

  • or you could even put a call to action

  • in that InMail message

  • where they can convert right there,

  • maybe submit a lead to you directly

  • right at that moment.

  • So this is hugely effective because it's hard

  • to maybe build and even know who to contact

  • maybe but you know the demographics,

  • and you know the targeting and you know the types

  • of professionals, LinkedIn knows the rest,

  • so if you can set that up,

  • you can send them a pin point message

  • at just the right time, probably start that conversation

  • with somebody you've been wanting to talk to for a while.

  • Reason six LinkedIn let's you run display ads

  • and text ads which is traditional digital advertising

  • on the LinkedIn platform,

  • so you can target those particular professionals

  • that you want to get your ads in front of,

  • and then as they're using the LinkedIn platform

  • in various places, they're gonna see your ad,

  • your banners, your text ads throughout the platform.

  • This is much like advertising with a display

  • across other platforms and channels also,

  • this just happens to be on LinkedIn

  • where your ads are showing in front of that

  • perfect professional at that perfect time.

  • Reason seven why LinkedIn's powerful

  • from a B2B perspective is you can do retargeting

  • on LinkedIn.

  • What this means is you can put a pixel code on your website,

  • so when these professionals are visiting your website,

  • however they may get there from other channels

  • you may be advertising on,

  • they're gonna land on your site,

  • and now afterwards, as they're using LinkedIn

  • for other things, they're gonna then see

  • your retargeting ads on LinkedIn.

  • This is powerful because it just keeps you

  • top of mind, so as they're using tools like LinkedIn,

  • they're seeing you which is building trust in their mind,

  • that connection should occur,

  • they'll eventually move to doing business with you.

  • Reason eight why LinkedIn's effective,

  • you can set daily budgets, and you can set lifetime budgets

  • to keep you within your overall budget.

  • So you can set that ahead of time,

  • you can say for this campaign I want to spend

  • maybe a thousand dollars and see how this performs,

  • and then I'm gonna analyze it,

  • but I don't want to spend more than that.

  • You can go in there and you can set a lifetime budget

  • like that if you want to.

  • Run that test, do some analysis,

  • optimize and move forward.

  • So those are my eight reasons why I think LinkedIn

  • is super powerful from a B2B advertising perspective,

  • but I did want to jump into some basically

  • some bonus tips when you start this advertising,

  • some things you can think about ahead of time

  • that I think will help you drive some better results.

  • Tip number one is to give it some time.

  • Don't just give up right away,

  • let your campaign run for a while.

  • Studies show on LinkedIn, after somebody sees

  • a piece of content or an ad 10 times,

  • the chance of them converting is significantly higher.

  • So if you're not running your campaign long enough

  • for your professionals to see you at least 10 times,

  • then you really haven't given them

  • enough time to soak up your branding

  • and your message to turn to a conversion,

  • so just don't stop too early.

  • Tip number two is to optimize

  • based on the results and project that forward.

  • So run a test, run a small test,

  • see how it performs with your ad copy,

  • with your call to action, with who you're targeting,

  • what do those results look like?

  • Are there some good things you can carry forward,

  • and maybe some bad things you can take out?

  • Marketing's really just about doing

  • more of what's working, and less of what's not,

  • so if you can make these iterations

  • every time you run these campaigns,

  • you'll eventually end up with a super dialed

  • campaign on LinkedIn driving some killer results.

  • Tip number three is to do some A/B testing

  • of different ads and different content pieces

  • to see what's effective.

  • Come up with maybe two or three concepts up front,

  • that you think will be good,

  • just go ahead and run all three,

  • and then you'll look at the analysis,

  • and you'll see which one really performed best,

  • then on that second campaign,

  • be just focused on that particular ad,

  • call to action or piece of content.

  • Tip number four is that while you are marketing

  • and investing heavily in LinkedIn advertising,

  • also invest in multichannel outside of LinkedIn.

  • Run some ads on Google, run some ads on YouTube,

  • run some ads on Facebook.

  • If somebody comes to your site and gets retargeted

  • on LinkedIn, they should also see your retargeting ads

  • on those other channels as well,

  • because they're not always on LinkedIn.

  • That's very important to B2B,

  • but they're also in these other channels like Facebook

  • so make sure you invest in marketing on those as well.

  • Tip number five is integrate your ad campaign on LinkedIn

  • with your CRM, so when somebody fills out

  • a lead form and converts, or even goes to a landing page,

  • make sure that they're going directly into your CRM

  • so that you can work the lead.

  • You could maybe even set up email automation

  • to deliver to them basically additional drip campaigns

  • of content via email after they convert on LinkedIn,

  • so definitely take that extra step

  • and integrate 'em with your CRM

  • so that you're as efficient and automated as possible.

  • And tip number six: use a multichannel advertising platform

  • to manage all this.

  • It's very cumbersome to manage a LinkedIn campaign

  • and then log in over here to Facebook

  • and manage that, and log into over Google and manage that,

  • it could be a nightmare right?

  • So use a multichannel advertising platform

  • where with one login and one platform and one budget,

  • you can allocate your dollars to the channels that do best

  • and you can see all the results from a singular platform.

  • Marketing 360, that's a perfect platform

  • for multichannel advertising, you'll be hard pressed

  • to find anything better, so take a look at that,

  • give us a call if you have any questions,

  • we'd love to help you out.

  • So hopefully this video helps you better understand

  • LinkedIn advertising, how it could be really effective

  • from a lead generation standpoint for B2B advertising.

  • If you have any questions leave a comment, call us,

  • also if you like the video like it, share it,

  • and if you want weekly text message marketing tips,

  • text MARKETING to 39970, thanks.

  • (funky music)

- In this video, we're gonna talk about LinkedIn Marketing

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