LinkedIn Ads doesn't appear among the first choices of those thinking about advertising on digital platforms, but this can be a big strategic mistake. After all, this tool favors the creation of an environment conducive to new partnerships and any type of B2B interaction, which can increase the average sales ticket and the quality of the company's Leads.
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In the social network, it is possible to find more than 630 million active professionals, with more than 46 million in Brazil alone. This means that it is possible to find, basically, representatives of any niche market with which you want to do business. Most of these professionals occupy positions on the boards of companies, as area managers or owners of the business itself.
In addition to the choice of suppliers, users have great earning potential for your brand, since LinkedIn's audience has twice as much purchasing power as the internet average.
4 tips to leverage LinkedIn Ads in your marketing strategy
Discover some ways to use LinkedIn Ads to get more expressive results and insights for your business.
1. Take advantage of Sponsored InMail to get to know your audience better
Sponsored Inmail is a LinkedIn Ads format that allows you to have a direct conversation with potential consumers on topics of interest to them and strategic for your business. Therefore, use this channel to prove yourself useful to the audience, that is, open to feedback on products or services, in addition to being helpful, answering any questions that may arise.
2. Take tests to understand the acceptance of your product or service
One way to validate a new service or product is to assess whether it is accepted by the target audience. In this way, A/B tests can be important allies to get these answers.
However, in addition to a simple campaign budget improvement, A/B testing can also be used to evaluate two products that are similar or that are aimed at the same audience of interest. Thus, the company is able to know which one has greater acceptance with consumers and prioritize its communication or launch.
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3. Invest in retargeting to increase the chances of conversion
The typical B2B shopper needs to consume seven to 10 pieces of content about a given product before making a purchase. According to LinkedIn itself, this happens because, many times, purchase decisions in B2B are voluminous and complex, that is, it deals with high budgets.
This means that it is necessary to invest part of the budget in showing ads to people who have previously interacted with their content, which can be done through a retargeting strategy based on Leads generated in the company's newsletter registrations, in other social networks, on other ad platforms or who have already purchased from the company's website.
4. Take advantage of the possibilities of LinkedIn Ads to expand your audience
Even if it is more economical to sell to old customers, it is common for brands to also want to increase their customer base and market presence, reaching new consumers. With that in mind, LinkedIn Ads offers some possibilities to help with this task.
The first is the audience expansion feature, which makes it possible to target ads to users similar to the target audience. In addition, LinkedIn Ads is a complete tool that allows you not only to advertise on the network's website and application, but also to take these ads to more than 2000 other business-focused pages, a portfolio known as the LinkedIn Audience Network.
Publishing ads there means reaching new people and engaging the target audience wherever they are.