7 Pro Tips To Improve Your B2B LinkedIn Marketing Campaigns | CodewithHarsh

7 Pro Tips To Improve Your B2B LinkedIn Marketing Campaigns With CodewithHarsh

Take advantage of these best practices and professional tips to make the most of the potential of B2B LinkedIn marketing campaigns.
When you Enter B2B marketing, LinkedIn is the place to be.

And with good reason.

LinkedIn is a great tool for reaching out to people in business schools and starting your own internship program. (at least compared to Facebook), Linkedin is a useful tool for soliciting information about a specific B2B industry.

One of the things I love about social media marketing is that the barrier to entry is relatively low.

Starting your first campaign on a platform like LinkedIn doesn't require any advanced degree or 10+ years of experience.

LinkedIn

In fact, if you're looking for an excellent how-to guide for getting started with LinkedIn advertising, look no further than this beginner's guide.

This will lay a good foundation for the more advanced tips that will be shared in this article.

Yes, you can indeed get a LinkedIn campaign off the ground with a little preparation and a few Google searches here and there.

However, taking a campaign from active to A-grade requires serious effort.

Marketers should understand how a platform works and how they can run tests to optimize results.

Whether you are a novice or a seasoned social marketer, these tips will help you make the most of the potential of B2B LinkedIn marketing campaigns.

1. Use LinkedIn Campaign Groups

If you're new to LinkedIn, or more familiar with Facebook, the first thing you'll notice is that LinkedIn has a more simplified campaign structure.

In LinkedIn, your objective, targeting, optimization, budget - and almost everything except ad creative - is handled at the campaign level.

To replace any of these elements, you'll need a separate campaign.

If you want to try different types of ads, such as a single image or carousel, you'll also need a new campaign.

This can be hard to manage if you have different campaigns doing essentially the same thing, but with different audiences, budgets, or creative types.

LinkedIn added campaign groups a few years ago to improve organization on the platform, but usage is still relatively low.

If you want a good campaign structure, or don't want to look for specific forms, you should learn how to use campaign groups.

Campaign groups are exactly what the name implies:- LinkedIn campaign groups.

They sit at the top of the organizational structure and can be set to run at specific times, with specific budgets, or always without any set spending limits.

Campaign groups are a tool that LinkedIn marketers can think about adopting to better organize their individual marketing campaigns.

This allows you to apply specified overall budgets and run times to those campaigns together while also maintaining a cleaner, more ordered structure.

2. Laser Targeting with Company Matching Audiences

A powerful tool for LinkedIn marketers is the ability to create specific target audiences, including segments such as job title, seniority, industry, and more.
LinkedIn can also be ideal for targeting employees of specific target accounts you want to do business with.

This means getting your content in front of all the decision-makers of the company you want to work with – it's every salesperson's dream!

And it's surprisingly easy to do on LinkedIn.

Simply, navigate to Plans (compass icon) and click on the Audience section.

Under Create Audience, select the Upload a Listing Company/Contact Button.
This will allow you to create two types of "matched audiences" based on contact information or company profiles.

• A contact list creates a target audience based on the individual's names, emails, job titles, etc. to use. All this information is not necessary. Generally, all you need is a name and email to ensure a decent match rate.

• A company list is a separate list that allows you to find employees of a specific group of companies without having to provide specific contact information.

Instead of matching email addresses, it simply builds an audience of people who are all employees of the company you're interested in targeting.
For both contact and company lists, LinkedIn has a template you can download from the interface and use to populate your data.

Below is an example of a company template.

The green sections indicate the people you should join to maximize your match rate. Keeping a balance is good, but not necessary.

Simply, navigate to Plans (compass icon) and click on the Audience section.

Under Create Audience, select the Upload a Listing Company/Contact Button.

Matched Audiences on LinkedIn.

This will allow you to create two types of "matched audiences" based on contact information or company profiles.

Matching Audience

A contact list creates a target audience based on the individual's names, emails, job titles, etc. to use. All this information is not necessary. Generally, all you need is a name and email to ensure a decent match rate.

A company list is a separate list that allows you to find employees of a specific group of companies without having to provide specific contact information. Instead of matching email addresses, it simply builds an audience of people who are all employees of the company you're interested in targeting.

For both contact and company lists, LinkedIn has a template you can download from the interface and use to populate your data.

Below is an example of a company template.
The green sections indicate the people you should join to maximize your match rate. Keeping a balance is good, but not necessary.

LinkedIn Ad Template Screenshot from LinkedIn, June 2022
Once you've successfully uploaded a company or contact list, it can take up to 48 hours (or sometimes more) for LinkedIn to match the audience.

Once matched, they'll be available for you to target when you create new campaigns.

You can then further filter your audience and combine LinkedIn's targeting criteria with the uploaded list.

For example, you can filter the audience to target people in the company list under a specific job function, seniority, title, etc.

The targeting granularity you can achieve here is fantastic but think about the additional possibilities you could unlock if you pair it with tailored creative that speaks directly to the audience.

3. Use the Company Engagement Report to See Who's Engaged

Another bonus to using company-matched audiences is the additional reporting available through LinkedIn's "Company Engagement Reports."
The Company Engagement report can give your marketing and sales teams a good idea of ​​how people from specific companies are engaging with your brand on LinkedIn, including:-

Engagement Level:– A calculated metric that compares the amount of engagement with the number of people targeted.

Members Targeted: - How many people were targeted within the matched audience.

Impressions: - the number of times an ad was shown.

Ad engagement: - The number of likes, comments, shares, and video views on ads.

Organic Engagement;- Like, comment, share, and video views on organic posts.

Visiter of Website: - How many users visited your website.

The Company Engagement report is a great way to understand who is engaging with your paid and organic content.

You can then adjust your ABM (account-based marketing) strategy to better serve the companies on your list that needs a little more love or may be ripe for outreach.
Report on LinkedIn Company Engagement an image from the LinkedIn Campaign Manager,

4. Use Lead Generation Forms to Collect Data Without a Landing Page

Due to recent consumer privacy initiatives such as iOS 14.5, tracking and attribution for digital marketing campaigns are becoming increasingly difficult and less accurate.

This primarily applies to mobile devices and when your campaign's conversion events take place on your website.

Utilizing lead-generating forms on LinkedIn is a simple method to streamline lead generation while avoiding tracking and attribution hassles.

Instead of driving traffic from LinkedIn to your website where someone would fill out a form, LinkedIn's lead generation objective allows advertisers to create a form directly within the platform.

LinkedIn lead generation forms can be found in the Campaign Manager > Assets > Lead Generation Forms section.

When you create a new form, you'll be able to choose what contact information is collected when submitting a lead.

Most of these can be automatically populated from a user's LinkedIn profile without the need for manual entry.

Additionally, up to three bespoke questions with various response options are allowed.
These questions can be more specific to your brand or product.

When leads are submitted, they will live within LinkedIn Campaign Manager as a downloadable .csv file.

You can also sync LinkedIn leads with multiple CRM (customer relationship management) systems so that contacts are automatically sent directly to the platform your company uses.

You can also create a Lead Gen Form with UTM (Urchin Tracking Module) tracking parameters using the Hidden Fields section.

That way, any lead submitted from LinkedIn can maintain the same level of tracking granularity that you might use with a web form, including source, campaign, medium, etc.

5. Maximize Your Potential With Various Bidding Strategies

Every time you set up a new LinkedIn campaign, at the bottom of the screen, you'll see a section labeled "Biding."

This is one of those blink-and-you-miss-it sections, especially if you're new to LinkedIn marketing.

Bidding Options in LinkedIn Campaign Manager LinkedIn Campaigns.

But this small part can greatly affect the performance of your campaign in the long run.

To understand how we need to understand how LinkedIn (and most digital media platforms) works.

In short, it's a giant auction where advertisers compete for the ad space that LinkedIn makes available for sale.

Advertisers "bid" to appear in a target audience member's News Feed, and they are bidding against other advertisers who want to be in the same position.

This auction happens at digital speed millions of times a day.

Your bid strategy is important because it controls how often and how much you are willing to pay to appear in front of your audience.

Here are the different bidding strategies available on most LinkedIn campaigns:

Max Delivery (automatic)
This is always the default option.

It's easy, and LinkedIn does the work for you. It will automatically bid when it deems necessary to show you as often as possible given your daily budget.

So, how much you pay (your CPM, CPC, CPL) will depend on the competition.

6. Use Advanced Search

So far, I have explained two inbound techniques for securing leads. Now, I want to explain how to go out and discover your possibilities. They may not come looking for you, but you can go looking for them.

LinkedIn's advanced search gives you an incredible way to identify the exact types of people you're targeting.

From the LinkedIn header menu, click the Find People icon and Advanced Options.

Even without an advanced LinkedIn membership, you have a great filter to narrow down your search.

The most powerful aspect of Advanced People Search is the center column, in which you can filter your search by location, current company, industry, previous company, school, profile language, and nonprofit interests. In this specific search, I'm trying to find contacts in my network who operate in the Seattle region's commercial real estate sector.

10 LinkedIn Advanced People Searches
Results are focused, which has allowed me to connect with these people.

11 LinkedIn People
The great thing about these results is that I can continue to filter them without having to go to my initial search and re-work.

Search filters are helpful because I can immediately see how the search filters will change the results of my initial search. Plus, I can gain insight into how a particular company or region might be a better target for my prospecting. Note the left sidebar:

12 LinkedIn Searches
Advanced Search is the most powerful technique for finding targets directly.

Keep in mind that the bigger and better your personal network, the more possibilities there are for you. While LinkedIn's advanced search allows you to search across the network, the best leads will come from people you've already connected with on the first, second, or third level.

7. Search Group

Finding people is a very detailed and detailed approach to finding leads. It's a good approach, but there's another way: Groups.

At the time of writing this article, I identified 2,058,816 groups on LinkedIn. You can be absolutely sure that there is a group in your niche.

A great way to find blocks of leads is to discover groups, join these groups, maintain some level of activity in these groups and thus nurture the leads.

Just do a simple group search using relevant keywords.

15 LinkedIn Groups
Group searches don't have the same advanced features that people or company searches have, but you can narrow your search by relationship level, category, and language.

Look for groups with the following characteristics:-

highly relevant. The group should be an almost exact match for what you are looking for in the target audience.

Active. LinkedIn ranks groups according to their activity level, so you only need to pay attention to how active they are in search results. Select groups that are "very active".

16 Results for Content Marketing

Medium size. There is no "ideal size" as it depends on your business and the nature of the place. Keep in mind that you don't want to get lost in a large group where no one will notice you. You don't want to join a group that has very few people. LinkedIn allows you to be a member of 50 groups, so choose carefully.

Related Blog:- Geekstalk.space , learnbyabhi.tech , Adnortech.com