Want to reach a targeted audience but feel like your posts are getting lost in the crowd? You’re not alone. Many marketers and businesses feel like they’re constantly chasing leads without ever catching up. 

But what if there was a way to target high-value prospects directly? Of course there is and that’s what we will be talking about today, that is LinkedIn Ads

But how do you know when and how to use LinkedIn Ads? 

Today we will explore five key scenarios where LinkedIn Ads can help you achieve your marketing goals. We’ll show you how to generate high-quality leads, build brand awareness, and establish yourself as an industry thought leader – all on a platform specifically designed for professionals like you.

Read on to discover how LinkedIn advertising can take your marketing to the next level.

Why LinkedIn Ads?

LinkedIn has over 830 million registered users in over 200 countries, with a significant portion representing decision-makers, industry leaders, and highly skilled professionals across various sectors. This is the perfect place for targeted marketing campaigns if these are your target audience. 

Beyond its vast user base, LinkedIn advertising offers several advantages:

  • Precise Targeting: You can go laser-focused with your outreach by targeting not just demographics, but also job titles, companies, skills, and even interests.
  • Professional Content Context: Your ads appear alongside valuable industry content, fostering trust and credibility.
  • Ad Format Variety: Choose from Sponsored Content (organic post promotion), Text Ads, Dynamic Ads (personalized experiences), Sponsored InMail (direct messages), and Job Ads to tailor your message to specific goals.
  • LSI Keyword Optimization: When crafting your ad copy, you should consider Latent Semantic Indexing (LSI) keywords. These semantically related keywords help search engines understand your content’s context and improve your ad’s discoverability for relevant searches and boost its reach to the right audience. 

Now let’s just right into when to consider using LinkedIn Advertising. 

Building Brand Awareness & Generating Leads

Scenario: You’re a new player in the market or have a groundbreaking product/service to launch. Your primary goal is to establish brand recognition and capture high-quality leads within your target audience.

How LinkedIn Ads Can Help:

  • Targeted Reach: Utilise features like industry targeting to ensure your brand message reaches professionals most likely to be interested in your offerings.
  • Brand Storytelling: Craft compelling Sponsored Content showcasing your brand story, company values, and unique selling proposition (USP).
  • Lead Generation Forms: Capture valuable lead information directly through forms integrated within your Sponsored Content, nurturing them into qualified prospects.

Pro Tip:  For lead generation campaigns, experiment with A/B testing different headlines, visuals, and call-to-actions (CTAs) to optimise your ad performance and conversion rates.

Driving Website Traffic & Event Promotion

Scenario: You’ve produced exceptional content (e.g., white papers, blog posts, webinars) or have an upcoming industry event you want to promote. Here, your focus is on directing qualified traffic to your website or landing page and maximising event registrations.

How LinkedIn Ads Can Help:

  • Content Promotion: You can use Sponsored Content to amplify the reach of your valuable content, driving potential customers to your website for further engagement.
  • Targeted Website Traffic: Craft Text Ads with clear CTAs to send highly relevant website visitors to specific landing pages designed for conversions (e.g., event registrations, product demos).

Remember: You must have a well-optimised landing page with a clear value proposition and a compelling call to action for maximising conversions from your ad campaigns.

Lead Nurturing & Retargeting for Conversions

Scenario: You have a database of existing leads but haven’t yet converted them into paying customers.  Here, your goal is  to re-engage these leads and nurture them down the marketing funnel towards conversion.

How LinkedIn Ads Can Help:

  • Lead Nurturing with Sponsored InMail: Send personalised messages directly to your existing leads through Sponsored InMail, prompting them to revisit your website, download gated content, or schedule a consultation.
  • Retargeting Website Visitors: Recapture the attention of website visitors who haven’t converted yet by retargeting them with relevant ads across LinkedIn. This reminds them of your brand and gets them to take the desired action.

Pro Tip: Segment your leads based on their behaviour and interests to personalise your Sponsored InMail messages.

Attracting Top Talent & Building Employer Brand

Scenario: You’re actively seeking top talent to join your growing team, or perhaps you want to strengthen your employer brand image to attract a wider pool of qualified candidates.

How LinkedIn Ads Can Help:

  • Targeted Job Ads: Reach highly skilled professionals with the exact skill sets and experience you require by utilising targeted Job Ads. Showcase your company culture and highlight employee benefits to attract the best talent.
  • Employer Branding with Sponsored Content: Craft compelling Sponsored Content that showcases your company culture, employee testimonials, and exciting career opportunities. This fosters a positive employer brand image and positions your company as a desirable workplace.

Tip:  Showcase diversity and inclusion efforts within your employer branding content to resonate with a wider range of qualified candidates.

Establishing Thought Leadership & Industry Influence

Scenario: You aspire to solidify your company’s position as a trusted authority within your industry. Here, your goal is to establish thought leadership and build brand credibility among your target audience.

How LinkedIn Ads Can Help:

  • Content Promotion for Thought Leadership: Utilise Sponsored Content to promote insightful articles, industry reports, and thought leadership pieces authored by your company experts. This positions your brand as a valuable knowledge resource.
  • Influencer Marketing on LinkedIn: Identify and collaborate with LinkedIn influencers in your industry to amplify your content reach and leverage their established credibility.

Remember: Consistency is key! Regularly publish high-quality content and actively engage with industry discussions on LinkedIn to solidify your thought leadership position.

Some FAQs

How much does LinkedIn advertising cost?

LinkedIn advertising operates on a pay-per-click (PPC) model, where you set a budget and bid on specific keywords or placements. Costs can vary depending on your targeting criteria, competition level, and chosen ad format. However, LinkedIn offers budgeting and bidding strategies to help you optimize your campaign spend.

Can I use LinkedIn advertising for B2C (Business-to-Consumer) marketing?

While LinkedIn excels in B2B marketing, B2C companies can also explore its potential. Consider promoting educational content, building brand awareness for consumer products with a professional angle, or even attracting talent for B2C-focused roles. However, the platform may not be the most cost-effective solution for all B2C marketing goals.

How do I measure the success of my LinkedIn advertising campaigns?

Closely monitor key performance indicators (KPIs) such as website traffic, lead generation, cost-per-acquisition (CPA), and engagement metrics (likes, comments, shares) to gauge your campaign’s effectiveness. Don’t forget to use LinkedIn Campaign Manager’s analytics dashboard to track these metrics and optimise your campaigns for better results.

By using LinkedIn Ads strategically and addressing these common questions, you can create a great brand presence with high levels of engagement on LinkedIn. If you want to learn more about it, explore LinkedIn’s Business Help Center, it has a lot of resources to help you navigate the platform and maximise your advertising success.

If you’re looking to start your LinkedIn Advertising journey but don’t know where to begin, we have got you covered! Just leave us a query and let’s get started today!

We Think North
We Think North

This piece was collaboratively written by multiple members of the We Think North team, bringing you perspectives from across the branding, marketing, content and tech verticals.