Linkedin is the number 1 B2B social network. Here’s a review of Linkedin’s Campaign Manager strengths by your business partner BBP. Linkedin targeting tool is based on an extremly rich and precise database that can be very powerful to generate leads, but it needs to upgrade on several points.
One of the most valuable database on the market
Jobs, networking and informations, here is what you use Linkedin for. A lot of social networks have a variety of functions. Linkedin is made for professionnals and that’s what makes its strength. This strategic positionning helped Linkedin building an extremely accurate database. Function, mutual contacts, studies, line of business… You can target each data item with Linkedin Campaign Manager.
There’s a big difference between Facebook and Linkedin targeting tools. Aside from the demographics, Facebook ads is based on the user’s behavior while Linkedin uses the datas collected on every profile. If you target a specific profile (example : head of HR in a company with more than 500 employees) the margin of error is very low.
A great targeting tool with some weaknesses
Despite the quality of its informations, Linkedin’s targeting tool has also its drawbacks. First of all, the number of users. Linkedin has way less users than giants like Facebook, YouTube or Instagram, even if it’s one of the most popular social networks in France.
You also got to pay for the quality of these informations. The last digital studies estimate the average ads CPC between 3€ and 7€ when Facebook or Twitter is under 0,50€. Everybody knows that BtoB often means more expensive average baskets, but these costs may refrain announcers from advertising on Linkedin.
In practical terms, Linkedin is less user-friendly than its indirect competitors. Let’s talk about the quality of KPIs. For example, when you launch a sponsored InMail campaign, Linkedin gathers openings and other clics, which means you can’t isolate your opening rate from your click rate.
Generating leads and qualified traffic
Generating leads is crucial when it comes to marketing B2B. Linkedin offers several advertising formats that are very powerful to create precious contacts. For example, ads with fomular allow you to gather strategic informations (position, company name, email adress…). Sponsored InMails are very helpful to catch a highly qualified audience’s attention by advertising at the top of the inbox. You can add as many links as you want in your InMail to drive traffic to your landing page.
Once your traffic generation campaign is all set, it’s very important to identify your visitors. In addition to setting up your campaigns, BBP can help you in identifying the companies that are visiting your website. Feel free to contact us to know more about our BtoB offer.