Story: Promoting BtoB product
I developed the landing page for the design subscription service. I used a native copywriter and used some GIF animation. I linked it on the website. It is time to promote it.
I use Google Business Profile weekly. It is basically for Google organic search. I don’t feel Facebook Ads is a suitable platform for BtoB service products. I naturally thought LinkedIn may be the option. I would like to try LinkedIn Ads for the first time.
Basic Stats on LinkedIn
LinkedIn annual revenue
2016 – 2.97B
2021 – 11.56B
Microsoft spent more than US$26 billion on LinkedIn acquisition in 2016. LinkedIn is steadily growing business year by year. LinkedIn fits Microsoft as a business social media. This is a good example of the synergy of M&A.
LinkedIn annual users
2016 – 450M
2021 – 756M
LinkedIn users by country
United States – 227M
India – 118M
Brazil – 68M
United Kingdom – 42M
Canada – 23M
Australia – 16M
Japan – 3.4M
My target countries are the United States, Canada, the United Kingdom, and Australia(English-speaking countries). Before running ads, we need to know the target audience and market.
LinkedIn Ads For Beginners: How To Run Your First Campaign In 2021
©Learn With Shopify
– Decision maker on LinkedIn
– Campaign groups, campaign, ads
Types of ads
– Sponsored Content = Native ads that appear in the LinkedIn feed.
– Sponsored Messaging = Engage your audience with LinkedIn messaging
– Dynamic Ads = Ads automatically personalized to your audience
– Text Ads = Simple PPC or CPM desktop ads
– Objective: I am not sure yet, but it is not awareness.
– Location: mainly the US(San Francisco, Florida, Texas, Boston) and Canada
– Target: Startup, professional, small business, marketing agency, design agency…
*Audience attributes → job experience → job titles → manager, director,
– Expense: daily or lifetime
– Conversion tracking (optional)
BtoB marketing for LinkedIn
LinkedIn Ads (2021) – My Proven B2B Secret Strategies
©Zaryn @ Market & Hustle
– Targeting by job title, company and industry, etc
– Contents(freebie, such as )
– Conversation Ads
– Engagement retargeting
– Enhance bidding
– Sponsored ad → form(native lead generator) on the page → collect info
– Measure
– Develop persona(who the target audiences are and what their benefits are)
– e.g. for benefits, time, cost, reliability, user experience
– Analyze, messages on Google/LinkedIn ads, LinkedIn’s website demographic tools, Google Analytics, etc
– Sales funnel, awareness → evaluation → consideration → pre-decision → purchase
Contents consumption
– White paper, trend reports, cheat sheets
– E-books, websites, comparison guide
– Case studies, testimonials
– Product demo, trial offers
Good ads
– Eye-catchy visual
– Strong headline/benefit ✓✓✓
– Prominent branding? (layout logo)
– CTA button
*I don’t much care about the brand in LinkedIn Ads
How to Run ads on Linkedin (In 5 Easy Steps) | HubSpot
©HubSpot Marketing
– Message ads
– Dynamic ads
– Text ads
– Create content with your audience in mind
– Check out the competition
– Be selective
– Use eye-catching visual and language
– Segment your customer
Experiment for LinkedIn Ads
I launched the first LinkedIn Ads. I used only images (5 types of images). It is okay, but it is not good enough. If you are a UX designer, you need to think about how you interact with LinkedIn Ads in your daily life. I assume that we are ignoring most of the ads. How do we solve it?
For better ads
– Discount
– Limited
– Sense of urgency
– Mention the benefit on the ads image
– Video/gif if possible
…
Examples for LinkedIn Ads
Vertical image is better CTR, according to LinkedIn.
Conclusion: Spend money yourself
When I learn about social media ads, it is better to spend the money myself. I have experience with Facebook Ads and Google Ads. I notice that each platform use different words, but the structure is the same. I used LinkedIn Ads for BtoB service. It sounds appropriate on it.
I look forward to seeing the result at the end of September.
