LinkedIn Advertising for B2B: A Strategic Approach

For many companies, LinkedIn advertising for B2B seems like a no-brainer. Running ads on a platform built exclusively for business professionals makes much more sense than trying to compete on other crowded social channels. However, LinkedIn’s infamously-pricey CPCs and other nuances of the platform can make selecting to use it a difficult decision.

To simplify this process, we created an 8-step checklist to help you determine if LinkedIn advertising for B2B is right for your business.

1. Has your value proposition been defined?

As many people know, LinkedIn ads can be pricey. If you run campaigns without having first defined a clear target market, core offering, price point, and value proposition, you will likely be wasting your money to show your ads to the wrong audience.

2. Is your target audience active on LinkedIn?

LinkedIn’s advertising platform has highly-detailed targeting capabilities for reaching the right people with the right job descriptions. However, what many people fail to take into consideration is that the majority of account holders on LinkedIn rarely use the platform. Before running ads, do some research on your target audience to figure out if they actively use LinkedIn.

3. Does your average contract value (AVC) exceed $8,000?

On top of being expensive, leads generated from LinkedIn ads often have long sales cycles. Because of this, it is typically best practice to avoid LinkedIn advertising unless your average contract value is $8,000 or more.

4. Is your site or landing page well-optimized for conversions?

It doesn’t matter what platform you choose, any ad campaign will fail unless you have a landing page experience that is user-friendly and optimized for conversions. Don’t spend money on LinkedIn until you have a website experience that is proven to convert.

5. Do you have 3 months of a $3,000 monthly budget?

Given LinkedIn’s high CPCs, it is extra important to sustain a consistent presence to guide your audience through different messages and stages of the buyer journey. It will be difficult to determine success through measurable results unless you can commit to 3 months at this minimum amount.

6. Do you have a broader marketing strategy (both organic and paid)?

As the saying goes, it’s always risky to put all of your eggs in one basket. LinkedIn ads should be part of a broader marketing strategy, complementing efforts on SEA, SEO, email, affiliates, and organic social—not the sole focus.

7. Is your company LinkedIn page well maintained?

If you are going to run paid ads on LinkedIn, it makes sense to start by optimizing your company’s LinkedIn page as much as you can organically. Post regularly post informative and engaging content, and aim for over 1,000 followers.

8. Do you have a CRM that is implemented and used properly?

Generating an influx of new leads is only helpful if you have a way to pursue them. Tracking all of your engagement effectively in a CRM is crucial for capitalizing on an investment in LinkedIn ads.

9. BONUS: Does someone on your team actively post on LinkedIn?

While not essential, having a few members of your team who regularly post quality content will add value to your company’s LinkedIn presence and make your ads more effective.

10. BONUS: Do you have a highly visual product?

Of course, LinkedIn ads aren’t only for companies with physical products. However, if you have dynamic photos and videos of your products, they will go a long way in capturing the attention of your audience.

LinkedIn’s pricey reputation can make it a daunting choice for advertising, but for many, it is a powerful tool for generating demand with the right audience. If you want help figuring out if LinkedIn advertising for B2B is right for you, schedule a free call with one of our ads experts, and we can help you make an informed decision.