LinkedIn is where 70% or more of B2B leads come from; it’s not just another social media platform but also the stage for business growth. The platform constantly evolves, and staying on top of the latest trends can make all the difference in running successful campaigns. This blog will explore nine LinkedIn ad trends that every B2B marketer should know about to make their campaigns more effective and reach the right audience. Before this, read what a business-to-business service is for better understanding.
9 LinkedIn Ads Trends for B2B Marketers
LinkedIn Thought Leader Ads: Creating Authentic
- Why LinkedIn Thought Leader Ads Work: LinkedIn thought leader ads are gaining massive popularity, and it’s easy to see why. They don’t scream “ad” like traditional sponsored content. Instead, they feel more like regular posts from a personal LinkedIn profile, which makes them less likely to trigger ad fatigue. These ads are about building trust and presenting your brand as an authority in your industry.
- Use Effectively: Thought leader ads are perfect for retargeting prospects who already know you or have interacted with your content. Try using video content with your team members or having leadership share valuable insights about what your company is doing. When done right, these ads can help nurture your leads and create a more personal connection with your audience.
Text Ads: A Cost-Effective Strategy
- Why Text Ads Work: Don’t underestimate the power of text ads on LinkedIn. They’re inexpensive, simple, and effective for staying top of mind with your audience. These ads appear on the right side of the feed, offering excellent visibility without breaking the bank.
- Best Practices for Using Text Ads: Text ads are perfect for testing messages or driving traffic to additional content. You can link to blogs, videos, or other resources like your YouTube channel or guides. They support your more extensive ad campaigns and boost overall visibility.
Ad Scheduling: Maximizing Engagement with Timing
- Optimal Times for LinkedIn Ads: Ad scheduling is key to ensuring your ads reach the right people at the right time. On LinkedIn, weekdays usually outperform weekends, with the sweet spot often between 7 PM and 10 PM when professionals are more likely to engage.
- Tools and Tips for Effective Scheduling: Using tools like DemandSense, you can get hour-by-hour data on when your audience is most active. Avoid running ads at late-night hours (think 2 AM), as most people aren’t in a business mindset then.
AI for LinkedIn Ads: Streamlining Content Creation
- How AI Enhances Ad Creation and Performance: AI transforms how we approach LinkedIn ads. From generating ad copy to analyzing campaign performance, AI can help you streamline your workflow and make better decisions. It’s like having a super-smart assistant that never sleeps.
- Recommended AI Tools for LinkedIn Ads: Use AI for content creation, ad analysis, and video editing (Descript is a game-changer). These tools will free up your time to focus on strategy while ensuring your campaigns stay relevant and fresh.
Messaging and Conversation Ads: Personalizing the Experience
- Differences Between Message and Conversation Ads: LinkedIn’s message and conversation ads are a fantastic way to engage with your audience directly and in a more personalized manner. Message Ads are straightforward, one-off messages, while Conversation Ads allow for an interactive experience where the recipient can choose their next steps.
- Best Practices for Targeting and Personalization: These ads work best for retargeting, not cold outreach. Segment your audience correctly and personalize the content based on their interests and behaviors. Also, choose your sender wisely to ensure the message feels genuine.
Flipping Lead Gen to Retargeting: Focusing on Quality Leads
- Transitioning from Lead Generation to Retargeting: More B2B companies are shifting from pure lead gen campaigns to retargeting. It’s all about focusing on leads who have interacted with your content or shown interest in your offerings. Retargeting allows you to nurture these warmer leads and convert them into customers.
- Benefits of Retargeting: By retargeting, you’ll work with better-qualified leads, and often, you’ll see a 20-30% drop in cost per lead. Focusing on individuals familiar with your brand will also increase your conversion rates.
Account-Based Marketing
- Evolving ABM Strategy on LinkedIn: ABM is all about targeting high-value accounts with personalized messaging. But it’s not just about reaching the right companies—it’s about engaging with the right people within those companies. LinkedIn’s powerful filters and dynamic lists make ABM campaigns more targeted and effective.
- How to Effectively Use ABM Tools on LinkedIn: Retargeting plays a key role in ABM, helping you stay front-of-mind for key decision-makers. Using LinkedIn’s Insight Tag will also give you invaluable data about who visits your site, allowing for even better targeting.
Combine Google Ads & Linkedin
- The Synergy Between LinkedIn and Google Ads: Combining LinkedIn and Google Ads creates a seamless ecosystem where each platform enhances the performance of the other. Google Ads is great for capturing high-intent searches, and LinkedIn helps you retarget those individuals to keep the conversation going. Learn How Google Ads Can Help to Advance Your Business Goals.
- Best Practices for Integrated Campaigns: Set up LinkedIn retargeting campaigns for users who have clicked on your Google Ads. This way, you can stay engaged with potential customers throughout their journey, no matter where they are in the buying process.
Cracking the Attribution Code: Navigating B2B Attribution
- Importance of Attribution in B2B Marketing: Attribution is crucial, especially in B2B marketing, where the buying process can be long and complex. You must understand which channels drive results and how to assign credit appropriately.
- Approaches for Effective Attribution: Focus on a combination of channel attribution (tracking multiple touchpoints), self-attribution (asking users how they found you), and software attribution (using tools to gather data). Don’t obsess over perfect attribution. Get a good enough picture to make smarter decisions.
Conclusion
LinkedIn is transforming the B2B marketing game with innovative ad strategies that help you connect directly with decision-makers. The possibilities are endless, whether using Thought Leader Ads to build trust, combining LinkedIn and Google Ads for a more significant impact, or leveraging AI to work smarter. You can achieve better results and meaningful engagement by focusing on personalization, retargeting, and precise targeting. The key is to adapt, experiment, and refine your approach. Contact BugsLink TECH to take your LinkedIn ads to the next level.
FAQs
LinkedIn’s audience primarily consists of professionals, including decision-makers, executives, and business leaders, which makes it ideal for B2B marketing.
Video ads tend to drive higher engagement rates on LinkedIn, making them a powerful tool for connecting with your audience.
ABM (Account-Based Marketing) focuses on high-value accounts with personalized messaging. LinkedIn’s targeting features make it easier to execute ABM campaigns effectively.
Using tools like LinkedIn analytics and third-party platforms like HubSpot can help you effectively track conversions, engagement, and overall ROI.