B2B companies are often unsure of the value in social media. Many times, their products are not consumer-facing, and they struggle to find much of a following on these networks.
Despite this difficulty with organic social, B2B companies have seen success using paid social ads on networks like Facebook and LinkedIn. Recent polls have shown that more and more people are using Facebook advertising over LinkedIn, even for professional purposes.
In our experience, Facebook has been one of our best publishers in terms of ROI.
We have always considered LinkedIn a high-quality publisher, but with a high cost per lead and many features lacking.
But this might have all just changed…
LinkedIn just announced their quarterly product release and B2B marketers’ prayers may have just been answered.
Here’s a quick rundown of the new updates:
Learn more about Website Retargeting on LinkedIn
Learn more about Account Targeting on LinkedIn
Learn more about Contact Targeting on LinkedIn
Sponsored InMail has been around for about a year now, and it’s proven to be an effective way to reach B2B prospects. Since LinkedIn uses real-time delivery, the messages are only sent when users are active on their account, which means high open and response rates.
With the new matched audiences, you can take InMail to a whole new level. LinkedIn allows you to use these same audiences to target with InMail, ensuring that you are only spending ad dollars on prospects you know are relevant.
Below is an example of how Utah State University attracted qualified MBA candidates through sponsored InMail.
Lastly, with the recent product updates, LinkedIn has also created better reporting features that help advertisers better understand the demographic of who’s engaging with InMail and other types of ads. Ultimately, this will help you better understand your customer and how successfully you are reaching them.
These new features show that LinkedIn is recommitting itself to being the go-to professional network for B2B marketers.