LinkedIn: The Overlooked Gem - Leveraging LinkedIn for B2B Local Advertising
If you've been focusing primarily on Facebook or Google Ads for your advertising efforts, it's time to consider a less crowded, yet incredibly potent platform: LinkedIn. While LinkedIn is widely regarded as a networking site for professionals, it also offers robust advertising options that can be particularly effective for B2B businesses.
In today's post, I'll walk you through why and how to leverage LinkedIn for B2B local advertising, so let's get right into it.
Why LinkedIn for B2B Local Advertising?
Target the Decision-Makers
LinkedIn is the professional's social media platform, and as such, it's where decision-makers congregate. According to various studies, more than 80% of B2B leads generated through social media come from LinkedIn.
Precise Targeting
LinkedIn's advertising platform allows for targeted advertising that can be as broad or as niche as you like, targeting by job title, industry, location, company size, and even specific companies.
High-Quality Leads
Because LinkedIn is a platform for professionals, the leads you generate here are often higher quality compared to those from other social media platforms.
Setting Up Your LinkedIn Company Page
Before you can start advertising, you need a LinkedIn Company Page. If you don’t have one yet, setting it up is fairly straightforward:
Visit LinkedIn’s Company Page section
Follow the prompts to add details like your company name, website, and industry.
Upload your logo and a cover image.
Fill in the ‘About Us’ section, and make sure to highlight what makes your local business stand out.
Campaign Goals and Objectives
LinkedIn offers various campaign objectives similar to those on Facebook. Whether you want to generate leads, drive website traffic, or build brand awareness, make sure your campaign goals align with your business objectives.
Crafting Your Ad
LinkedIn offers different ad formats to choose from, including:
Sponsored Content: These ads appear directly in the LinkedIn feed of the professionals you're targeting.
Sponsored InMail: Delivers personalized content through LinkedIn messenger.
Text Ads: These are simple ads that appear at the top of the page and are best for quick, straightforward messaging.
Dynamic Ads: These are personalized ads based on LinkedIn profile data and can be highly effective for targeted campaigns.
Display Ads: These are visual ads that appear on the side or bottom of the LinkedIn feed.
Budgeting and Bidding
LinkedIn uses an auction system for its ads. You can choose between cost-per-click (CPC) or cost-per-impression (CPM) bidding options. You can also set daily and total budget limits to keep your ad spending in check.
Analyze and Adjust
After launching your campaign, LinkedIn provides robust analytics that allows you to track performance metrics such as click-through rates, impressions, and ROI. Use these insights to fine-tune your campaigns for maximum impact.
The Bottom Line
While LinkedIn might not be the first platform that comes to mind for local advertising, it's a highly effective tool for reaching professionals and decision-makers within your community, particularly for B2B businesses.
So, next time you're evaluating your advertising strategy, don't overlook this gem. LinkedIn could be the missing piece in your local B2B advertising puzzle. And remember, if you're looking to engage directly with new residents in our community, Welcome Services is here to help.
