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4 Facts and Tips About LinkedIn Advertising for B2B Marketers

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April 17,2014

By Sarah Ware, Markerly

While some methods of advertising and public relations will always be constant, there are still lots of creative ways to increase your exposure, such as placing your content as recommended reading on premium publisher sites, or influencer marketing.

Sometimes B2B companies have a harder time advertising than B2C for many different reasons. A popular beverage company releasing a new flavor is social and casts a wide net across a general audience. However, a new software company that helps businesses better manage in-store inventory is much more niche and needs to be advertised to a different vertical.

LinkedIn is a great platform for B2B marketers to reach their target audience to drive more traffic to their website or press release for several reasons. If you’re wondering whether or not LinkedIn advertising is the right platform for your business, read over the facts below.

1. Targeting

LinkedIn lets you target the professionals you are trying to reach. You can target by company size (i.e. Are you interested in advertising to small, medium, or large sized companies?), job title (i.e. VP of Marketing, or CTO), and geographic location (i.e. San Francisco or Flagstaff). If you have a press release or a glowing write-up about your business that you want to amplify to specific professionals, LinkedIn is most certainly your platform.

Tip: Think about who your ideal customers are and more importantly who the main decision makers would be at those organizations.

2. Cost

Advertising on LinkedIn is pricey–but it also allows you to reach an audience that is educated and focused on career growth and new opportunities. LinkedIn charges on both a CPC and CPM basis, with CPC prices starting at $3.50 and going up to as high as $10 depending on how niche of an audience you are trying to target.

Tip: If your audience is big, you can bid closer to the minimum. However, if you have a very small audience of people that you’re targeting, it makes more sense to bid on higher so that you can impress as many people in your target as possible–and because there aren’t many people in the audience, it shouldn’t break the bank by bidding higher because you’ll be serving significantly less ads.

3. Testing

LinkedIn allows you to have a picture and a headline associated with your advertisement, so it’s best to test with compelling photos and different headlines to see which performs best.

Tip: Always A/B test different creatives to see which ones perform better. It’s less important to do this with CPC buys but very important if you’re bidding on a CPM basis.

4. Tracking

It’s important to track the traffic that you’re receiving from your ads so that you know which audiences, ads, and landing pages are contributing the most to your lead generation campaign.

Tip: Use tracking parameters on your links and use a service like Google Analytics, Mixpanel, or KissMetrics to track the users through your funnel.


Sarah Ware is the co-founder and chief executive of Markerly, an influencer marketing platform that advertises branded content to over 300 million people a month. Sarah is also a guest contributor to Forbes. You can follow her on Twitter, Facebook, or LinkedIn.

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Google+ profile of Sarah Ware, Markerly

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