These days, effectively promoting a company online means more than just maintaining organic social media profiles, but also consciously utilizing advertising tools. LinkedIn is particularly worth considering, as it has become a global leader in business networking. It's a meeting place for professionals, entrepreneurs, managers, and decision-makers, and it's here that you can effectively reach the people who truly influence company purchasing decisions.
Why LinkedIn?
LinkedIn differs from Facebook or Instagram. It's a platform focused on business relationships, networking, building personal and company brands, and exchanging experiences between professionals from various industries. Unlike other social media platforms, LinkedIn isn't a place for purely entertainment content, but rather for substantive articles, analyses, advice, and business offers.
In practice, this means LinkedIn is a haven for companies selling services (B2B), software, business products, training, consulting, or HR. If you run a company whose clients are other businesses, LinkedIn is for you!
How does advertising on LinkedIn work?
LinkedIn offers advanced ad targeting capabilities. You can precisely choose who you want to reach, for example: IT directors from companies employing over 100 people in Warsaw, sales managers in the FMCG industry, recruiters, or small business owners in a specific location. This is thanks to the information users themselves provide in their profiles and contact networks.
Among the campaign types you can choose from are:
- Sponsored Content ads appearing in users' news feeds
- Direct Sponsored Content custom ads designed for message testing
- Sponsored InMail (Message Ads) private advertising messages sent directly to the inbox of interested parties
- Text Ads - small text ads that appear on the LinkedIn page
- Dynamic Ads - personalized ads based on user data
- Video Ads video spots that engage audiences and build reach
Ads are most often billed on a pay-per-click (CPC) or pay-per-impression (CPM) basis. LinkedIn offers minimum bids that are typically higher than those on Facebook or Google, but it compensates for this with precise targeting of decision-makers.
How to create an effective campaign?
Step 1: Define your campaign goal. Do you want to generate leads? Increase brand awareness? Generate website traffic? This will determine your advertising type and communication method.
Step 2: Create a target audience. Use existing targeting tools: job title, industry, company size, location, seniority, and skills.
Step 3: Create an engaging message. LinkedIn is a platform for professionals; a slogan like "Buy Now!" alone isn't enough. Focus on knowledge, specific benefits for your company, interesting case studies, and applications.
Step 4: Plan your budget and campaign duration. LinkedIn allows you to start with just a few dollars a day, but budgets that generate a sufficient number of views are recommended (e.g., PLN 1,000-2,000/month to start). A typical campaign should last at least a few weeks, and ideally a month or longer.
Step 5: Measure results and optimize your campaign. LinkedIn provides detailed analytics: see who's clicking, which companies they're interested in, and what the per-click rates are. Based on this, you can modify your content, targeting, or ad format to increase effectiveness.
Why advertise on LinkedIn?
The main benefits of using LinkedIn Ads are:
- Acquiring high-quality leads and contacts with decision-makers in companies who may be genuinely interested in your service
- Building an expert image and promoting the brand among professionals
- Strengthening the company's position on the B2B market
- Shortening the sales process by reaching the right people, directly responsible for purchasing choices
- Increase traffic to your website, blog, product and service pages
- Easily test different messages and offers
- Scalability - you decide on the budget and duration of the campaign
Who benefits from investing in advertising on LinkedIn?
- B2B companies looking for new clients, especially when the target group is managers, specialists, business owners, purchasing departments
- Training, consulting, recruitment, IT, marketing, HR, SaaS companies
- Business service agencies and intermediaries
- Companies expanding into new markets
- Brands building their expert image
LinkedIn is slightly less effective for:
- B2C e-commerce focused on quick, impulsive consumer purchases (Facebook/Instagram/Google work better here)
- Services aimed strictly at mass audiences (e.g. hairdressing, catering, entertainment)
- Industries where decision-makers rarely use LinkedIn or do not update their profiles regularly
How long does it take to run a campaign?
Successful LinkedIn advertising is more of a marathon than a sprint. While you might get your first leads or page visits within a few days, real results (building recognition, trust, generating quote requests) usually appear after 4-8 weeks. It's worth conducting activities periodically, testing different messages, and not getting discouraged after a few days. Seasonal campaigns can be shorter, but advertising focused on acquiring loyal customers often requires a constant presence.
How to run a campaign or who to outsource it to?
If you're new to LinkedIn advertising, don't worry! You can run a simple campaign yourself using LinkedIn Campaign Manager. However, for better results, especially if you prioritize advanced targeting, optimization, and cost-effectiveness, it's worth outsourcing to professionals.
Wangog.pl offers a service for preparing and running advertising campaigns on LinkedIn. We'll take care of the strategy, message development, graphic/video materials, campaign management, and reporting. This way, you can focus on growing your business, while we'll ensure your ads reach the right people. Contact us and see how advertising on LinkedIn can transform your company!
Summary
LinkedIn Ads is a tool that B2B companies shouldn't ignore. It offers unique access to decision-makers, extensive opportunities for precise targeting, and the ability to build an expert image among professionals.
Want to learn more about advertising on LinkedIn, launch an effective campaign, or outsource the entire process to specialists? Visit Wangog.pl. We'll advise you, develop a strategy, and manage your campaign from start to finish!
