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B2B and B2C Strategies To Thrive On LinkedIn in 2020

Felmore Flores is Social Media Specialist. Graduated from Brigham Young University - Idaho.


B2B and B2C

The three primary formats in the LinkedIn Ads Manager and how you would leverage the different formats to reach a B2B client.

  1. Text Ads
  2. Sponsored Content Ads
  3. Sponsored InMail Ads

For Text Ads Leveraging - before we implement or expand your Text or SMS customer engagement plan with the strategies below, there are some rules of thumb we need to keep in mind. I think we have to understand that it is very important to 1. Get permission first 2. Include an easy opt-out option 3. Be concise 4. Avoid texting shorthand ("How RU today?") and emoticons 5. Offer clear value 5. Include a call to action (CTA). By following the guidelines above, we'll be able to leverage our Text/SMS to the greatest degree possible. Even better, while customers use smartphones to receive and respond to these texts, you can use computer-based systems, many of them automated, on our end.

For Sponsored Content Ads – From the previous article we learned the knowing the demographic will help us understand how to incline our ads however, to run a successful sponsored content campaign, I think we need to identify our target market. We have to figure out as much information as possible about this group of people and their consumption habits. We’ll need to know things such as: what type of ads they are looking for, the platforms they use the most, which websites they visit, what blogs they read, their primary email service. This can help us properly display our sponsored ads.

For Sponsored InMail Ads – honestly, this is my first time hearing about InMail Ads. Upon checking about this, I found out that this can be very effective and can leverage in the market of LinkedIn because this is LinkedIn's special feature that they offer. So, to use this perhaps I can cite 3 examples for leveraging. 1. Right people, right message - the more options you use to target your audience, the more relevant your message becomes to your intended audience, and therefore, the better it will perform. 2. Custom messages, calls to action -Another key feature to LinkedIn Sponsored InMail is the ability to create personalized messages on a mass scale. Like an email service, you can customize each message with the recipient’s first or last name. Within the message itself, you can use attractive call-to-action buttons to help convert leads into sales opportunities. 3. Budgeting and Ideas for an InMail campaign - InMail is priced on a “cost per send” basis, meaning you are charged for every InMail successfully delivered to a recipient’s inbox. So, make sure you have the right budgeting plan for this one. It will be effective if you will plan ahead of time and make specific people to target.

Why companies might use LinkedIn as their primary social media format to advertise if they are in the B2B space.

For me on LinkedIn, B2B marketers like any other can find their next business partner, introduce their company to potential customers, and attract star talent to join their companies as employees. Many of the potential customers are vetting and ruling out options on their own before ever contacting sales. According to the previous readings, 70% of the buyer’s journey is complete before a salesperson is even contacted. You don’t want to be out of the running because your company wasn’t part of the conversation. If you’re going to end up on your potential customer’s shortlist, it’s more important than ever to provide content that helps them evaluate their options. If implemented correctly, LinkedIn can become your most successful channel for B2B digital marketing. However, marketing on LinkedIn should be part of an overall strategy. LinkedIn is a vital tool if you want to help your potential buyer narrow down their options while they are still in the buying journey.

Why companies might use LinkedIn as their primary social media format to advertise if they are in the B2C space.

For me, LinkedIn provides a tremendous opportunity to connect with individuals who are in a position to form strategic partnerships, stock your product, or invest in your business. I have some tips on how to really thrive on LinkedIn with B2C targeting. I think we have to promote our own content and get creative. What I mean is that videos and images will boost your ability to drive engagement, so always ensure you include a visual component to your posts. Another tip is to leverage hashtags. As with all social networks, you can use hashtags on LinkedIn as a means to connect with people outside your network. Lastly, we can try to put and create discussion and ask questions. Not only does asking questions help you learn more about your audience and consumers, but it can also drive engagement on your page. I know by following these tips, you'll be well-placed to create a more effective, beneficial LinkedIn strategy, no matter what sector you're operating in.

LinkedIn’s new InMail service may be the edge your company is seeking in an ultra-competitive market. Additionally, the precise digital ad features allow you to target people and manage costs efficiently, measuring your return on investment down to the penny. Plus, the ability to create dynamic, customized messages that position your products and services perfectly make this ad platform a tool that just may increase your bottom line. Almost every morning, I log onto LinkedIn. I like to stay updated about the changes in the marketing industry and congratulate my peers on their recent accomplishments. And, of course, I love looking at the new and exciting marketing campaigns brands roll out.

Traditionally, LinkedIn is a place for B2B marketing. The unique user base of professionals and students makes the social networking service a hub for business and networking. Plus, four out of five LinkedIn users hold decision-making positions within their company.

Naturally, a professional audience is going to be a great fit for B2B marketing.

Recently, however, LinkedIn has become the home of B2C marketing as well. LinkedIn's native and video ads, like the one above, allow advertisers to reach a large target audience by putting it on the news feed of their preferred target segment.

An ad like this is something I'd expect to see based on my LinkedIn behavior. Because I actively engage with content and video marketing posts in my feed, I was shown an ad that targeted those interests and my behavior on the platform. Using LinkedIn for B2B marketing is a popular choice because of the platform's unique reach.

"LinkedIn's Sponsored Content helps surface relevant content for quality prospects in our B2B market, effectively merging our inbound strategy with cost-effective lead generation," says Kipp Bodnar, HubSpot's Chief Marketing Officer.

Marketers for B2Bs can reach their goals with a tailored content strategy using LinkedIn's offerings — like a sponsored main feed post. At every stage of the sales lifecycle, LinkedIn offers a way to nurture professional leads.

At first glance, I was confused as to why B2C brands are popping up on LinkedIn. But when you think about it, professionals aren't just professionals — they're also parents, siblings, people with lives outside of work. Because of this, it's totally possible to tap into those outside-of-work interests on a platform meant for sharing and connecting — focus on how and who when building those connections.

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