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5 Pro Tips To Improve Your B2B LinkedIn Marketing Campaigns



5 Pro Tips To Improve Your B2B LinkedIn Marketing Campaigns

When it comes to B2B marketing, LinkedIn is the place to be.

And with good reason.

Between the more “professional” nature of the platform and its deep business targeting capabilities (at least compared to Facebook), LinkedIn is a useful tool for marketing to a specific B2B audience.

One of the things that I love about social media marketing is that the barrier to entry is relatively low.

Launching your first campaign on a platform like LinkedIn doesn’t require an advanced degree or 10+ years of experience.

In fact, if you’re looking for an excellent how-to guide for how to get started with LinkedIn advertising, look no further than this beginner’s guide.

This will lay a great foundation for more advanced tips I’ll share in this article.

Yes, it is true that you can get a LinkedIn campaign off the ground with a little preparation and a few Google searches here and there.

However, taking a campaign from active to A-grade takes serious effort.

Marketers need to understand how the platform works and how to conduct tests to optimize results.

Whether you’re a novice or an experienced social marketer, these tips will help you better harness the potential of B2B LinkedIn marketing campaigns.

1. Make Use Of LinkedIn Campaign Groups

If you’re new to LinkedIn, or more familiar with Facebook, one of the first things you’ll notice is that LinkedIn has a more simplified campaign structure.

In LinkedIn, your objective, targeting, optimization, budget – and just about everything except for ad creative – are controlled at the campaign level.

In order to change any of those elements, you’ll need a separate campaign.

You’ll also need a new campaign if you want to try different types of ads, like single images or carousels.

This can become hard to manage if you have various campaigns doing essentially the same thing, but with different audiences, budgets, or creative types.

LinkedIn added Campaign Groups a few years ago in order to improve organization on the platform, but utilization is still relatively low.

If you want a well-oiled campaign structure, or don’t want to hunt around for specific variants, you should learn how to use Campaign Groups.

Campaign Groups are exactly what the name implies: groups of LinkedIn campaigns.

They sit on top of the organizational structure and can be set to run at specific times with specific budgets, or always on with no set spending limits.

LinkedIn marketers should consider using Campaign Groups to improve the organization of their specific marketing initiatives.

For example: If you’re a B2B marketer running campaigns with different end goals like brand awareness video views, whitepaper downloads, and demo requests, try using a separate Campaign Group for each initiative.

Not only will this keep your structure cleaner and more organized, but you can also apply specific overall budgets and run times to those campaigns as a group.

2. Laser Target With Company Matched Audiences

A powerful tool for LinkedIn marketers is the ability to create specific target audiences, including segments like job title, seniority, industry, etc.

LinkedIn can also be ideal for targeting employees of specific target accounts you’d like to do business with.

This means you could get your content in front of all of the decision-makers of a particular company you want to work with – it’s every salesperson’s dream!

And it’s surprisingly easy to do on LinkedIn.

Simply, navigate to the Plan (compass icon) and click on the Audience section.

Under Create audience, select the Upload a list Company/Contact button.


This will allow you to create two types of “Matched Audiences” based on contact information or company profiles.

  • A contact list creates a target audience based on individuals using their name, email, job title, etc. Not all of this information is required. Generally, you only need a name and email to ensure a decent match rate.
  • A company list is a different list that allows you to find employees of a specific set of companies without having specific contact information available. Instead of matching email addresses, it simply creates an audience of people who are all employees of the company you’re interested in targeting.

For both contact and company lists, LinkedIn has a template that you can download from the interface and use to populate your data.

Below is an example of the company template.

The green sections indicate those you should include to maximize your match rate. The remaining are nice to have, but not required.

LinkedIn Ads templateScreenshot from LinkedIn, June 2022

Once you successfully upload the company or contact list, LinkedIn can take up to 48 hours (or sometimes longer) to match the audiences.

Once matched, they will be available for you to target as you create new campaigns.

You can then filter your audience further and combine LinkedIn’s targeting criteria with an uploaded list.

For example, you can filter the audience to target people in a company list within a specific job function, seniority, title, etc.

The targeting granularity you can achieve here is fantastic but think of the additional possibilities you can unlock if you pair it with tailored creative that speaks directly to the audience.

3. Use Company Engagement Reports To See Who Is Engaging

Another bonus for using company-matched audiences is the additional reporting available through LinkedIn’s “Company Engagement Reports.”

Company Engagement Reports can give your marketing and sales team great insights into how people at specific companies are engaging with your brand on LinkedIn, including:

  • Engagement level – A calculated metric that compares the volume of engagements with the number of people targeted.
  • Members targeted – How many people within the matched audience were targeted.
  • Impressions – How many times an ad was served.
  • Ad engagement – Likes, comments, shares, and video views on ads.
  • Organic engagement – Likes, comments, shares, and video views on organic posts.
  • Website visits – How many users visited your website.

Company Engagement Reports are a great way to understand who is engaging with your paid and organic content.

You can then adjust your ABM (account-based marketing) strategy to better serve companies on your list that need a little more love or might be ripe for an outreach.

LinkedIn Company Engagement ReportScreenshot from LinkedIn Campaign Manager, June 2022

4. Use Lead Generation Forms To Collect Data Without A Landing Page

Due to recent consumer privacy initiatives like iOS 14.5, tracking and attribution for digital marketing campaigns are becoming increasingly difficult and less accurate.

This applies primarily to mobile devices and when your campaigns’ conversion events take place on your website.

An easy way to make lead generation seamless and avoid tracking and attribution headaches is to use lead generation forms within LinkedIn.

Instead of driving traffic from LinkedIn to your website, where someone will fill out a form, LinkedIn’s Lead Generation objective allows advertisers to create a form directly within the platform.

LinkedIn lead generation forms can be found in the Campaign Manager > Assets > Lead Gen forms section.

When you create a new form, you’ll be able to choose which pieces of contact information are collected when the lead is submitted.

Most of these can be automatically populated from a user’s LinkedIn profile without requiring manual entry.

You can also add up to three custom questions with different types of responses.

These questions can be more specific to your brand or product.

lead details and custom questions for LinkedIn lead formsScreenshot from LinkedIn Campaign Manager, June 2022

When leads are submitted, they will live within the LinkedIn Campaign Manager as a downloadable .csv file.

You can also sync LinkedIn leads with a number of CRM (customer relationship management) systems to get leads automatically sent directly to the contact platforms that are used by your company.

You can also create lead gen forms with UTM (urchin tracking modules) tracking parameters using the hidden fields section.

That way, any leads that are submitted from LinkedIn can retain the same level of tracking granularity you might be used to with web forms, including source, campaign, medium, etc.

5. Maximize Your Efficiency With Different Bidding Strategies

Every time you set up a new LinkedIn campaign, towards the bottom of the screen, you’ll see a section labeled “Bidding.”

It’s one of those blink-and-you’ll-miss-it sections, especially if you’re new to LinkedIn marketing.

bidding options in LinkedIn Campaign ManagerScreenshot from LinkedIn Campaign Manager, June 2022

But this tiny section can greatly impact your campaign performance over the long term.

To understand how, we need to understand how LinkedIn (and most digital media platforms) works.

In essence, it’s a vast auction where advertisers compete for the ad space that LinkedIn makes available for sale.

Advertisers “bid” to show up in the news feed of a target audience member, and they’re bidding against other advertisers who want to be in the same spot.

This auction happens at digital speed, millions of times a day.

Your bid strategy is crucial because it controls how often and how much you’re willing to pay to get in front of your audience.

Here are the different bid strategies available on most LinkedIn campaigns:

Maximum Delivery (Automated)

This is always the default option.

It’s easy, and LinkedIn does the work for you. It will automatically bid what it thinks is necessary to show up as often as possible, given your daily budget.

So, how much you pay (your CPM, CPC, CPL) will depend on the competition.

  • Pros: Easy and ensures maximum delivery.
  • Cons: Expensive but can be inefficient.

Cost Cap

Cost cap bidding has been around for some time, but is new to LinkedIn.

This bid strategy allows advertisers to set a price they’re willing to pay for their end result.

Say you want leads, but at $100 or less.

Setting a cost cap tells LinkedIn you’re ready to pay up to $100 for a lead, and it will automatically adjust your bid to stay under the amount.

It’s not perfect, but it will help control your overall costs.

  • Pros: Predictable CPLs.
  • Cons: Can significantly reduce delivery if your cap is too low.

Manual Bidding

Similar to Cost cap, this sets a cap that you’re willing to pay – but for the initial click, impression or video view.

Instead of turning the keys over to LinkedIn’s automated system, you can choose how much you’re willing to bid on that initial event.

Doing this well can mean significant savings compared to maximum delivery.

Think of it as haggling at a flea market.

Some people are willing to pay full price, but you’re looking for a deal – and may get what you’re looking for.

  • Pros: Can be efficient and saves money.
  • Cons: Tedious and can reduce delivery.

When trying Manual Bidding, don’t be fooled by LinkedIn’s “recommendations.”

Chances are you can get your click/impression/video view for much cheaper.

LinkedIn will always input a value that is somewhere in the range that it recommends:

bidding example in LinkedIn Campaign ManagerScreenshot from LinkedIn Campaign Manager, June 2022

But if you change that bid to $1.00, you’ll see exactly where the actual floor is:

bidding example in LinkedIn Campaign ManagerScreenshot from LinkedIn Campaign Manager, July 2022

In this instance, you can bid as low as $4.55 for a click that LinkedIn might have paid as much as $40 for.

That’s a huge saving, but there’s a catch.

Setting the lowest bid possible means your ad will show up infrequently, if at all.

It’s like the clearance rack at the department store; you get what you get.

But, you can start with a bid lower than the recommended but higher than the minimum.

See if you can get your daily budgets to spend and keep a close eye on performance.

Keep bidding up until you reach an amount that spends your daily budget in full. That’s your balance point.

This tactic works incredibly well for traffic and video view campaigns where there isn’t a specific conversion event (though it can work there, too).

If you’re patient and don’t mind a little leg work testing, you can spend your daily budgets much more efficiently with manual bidding.

Wrap Up

LinkedIn is one of the best places to target professionals with a granularity almost unheard of on any other digital platform.

Setting up your campaigns is easy, but you can make a few tweaks and adjustments to go from good to great.

Whether it’s through better organization, targeting, or strategies for delivering your ads to the right people, simple tweaks can yield big results.

More resources:

Featured Image: Billion Photos/Shutterstock

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12 Powerful Email Marketing Tips You Need to Know



12 Powerful Email Marketing Tips You Need to Know

There is no doubt that email marketing is effective. But how many times have you sat down to begin an email marketing project and immediately felt overwhelmed?

Sometimes, it’s hard to know where to start, especially when working with a newer brand.

The good thing is that email marketing has never been easier, thanks to automation tools and innovative ways to deliver emails directly into subscribers’ inboxes.

If you don’t know where to begin or want to improve your current workflow, this article is for you.

So now, let’s look at some simple steps you can follow to ensure you’re using email marketing wisely.

Where To Begin With Email Marketing

So, you’re planning your email marketing strategy for your client. Where do you begin? Here are some helpful tips to get you started:

  • Keep your emails short and sweet. People get tired of reading long emails, so keep yours between 60 to 200 words.
  • People love visuals, especially in email marketing, so include images of your products or services.
  • Social proof helps convince readers that your offer is legitimate and worth their time. This includes sharing links or information in your emails from experts in the industry, positive testimonials, or influencers using the brand.
  • People want to know where to go next after reading your content. And since emails are usually opened on mobile devices, you need to provide a clear CTA at the end of each email. Whether it’s to a product page or recent content produced on the website.
  • Email marketing works best when you send regular emails. But even once a week isn’t enough. Studies show that people respond better to frequent emails than infrequent ones.

Now, let’s discuss the top 12 email marketing components for your strategy:

1. Create Optimized Lead Magnets

So, how do you get people to actually subscribe to your email listing? An effective lead magnet.

A lead magnet is usually the first thing visitors see when they land on a brand’s website. It gets them to click through and read more about a brand, so it needs to be eye-catching and compelling.

And if you don’t optimize your lead magnets for conversion, a brand could lose out on potential leads.

So, how do you make sure your lead magnets convert?

Your lead magnet should grab visitors’ attention right away. That means making it interesting, unique, and relevant to the business.

For example, you can use an incentive like a freebie or discount code to entice people to take action. You could also give away a free report or ebook in exchange for their name and email address.

Your lead magnet could also be the first email they receive, which can be a part of your welcome series (which I’ll talk about briefly).

It entices the users to keep receiving emails, so they don’t immediately unsubscribe after they receive a discount code or something similar.

2. Segment Your Subscribers

You’ve probably heard the term “subscriber segmentation.” It refers to a way of grouping your subscribers into groups based on their interests and behavior so that you can send them more relevant content, offers, and other messages.

This is an integral part of email marketing because it allows you to target your audience with personalized emails.

You can also use this technique to create multiple versions of your emails, such as a welcome email, a thank you email, and a follow-up email.

Segmenting your subscribers can help build trust and long-term interest for a brand because it presents them with information or offers they actually want to receive.

3. Craft A Welcome Series 

Welcome emails are usually sent automatically to new subscribers when they sign up, purchase a product, or make an account.

When creating a welcome series, you need to consider where the customer is in their journey with a brand. So, it’s beneficial to space the emails out over a set period of time and create each one with a specific intention.

A welcome series is a great way to keep potential customers engaged after they sign up. Especially since they receive emails from companies almost daily.

Some examples include: “Welcome! We hope you like our product” or “Your account has been activated.”

You can also send welcome emails to existing customers who haven’t logged in for a while.

For example, if someone signs up and doesn’t use the service for three months, you could send an email saying, “Hey, we noticed that you signed up recently. Would you be interested in using our service?”

This type of marketing is very effective because it’s personalized and targeted. It shows that you’re not sending out mass emails but rather ones specifically tailored to specific customers.

These emails are also a great way to help build trust with your customers and get them used to receiving emails from you.

4. Implement Automation

So now, you’ve done the work to craft an email series. Next, it’s time to automate their delivery, so you don’t have to send them out each time you need to, according to your schedule.

Automation in email marketing is easy to do using tools like MailChimp, Constant Contact, Campaign Monitor, and Convertkit.

These types of programs allow you to create automated emails based on triggers, such as when someone opens your email, clicks on a link, or purchases something from you.

This way, you no longer need to manually send out those emails, which can alleviate some stress when you’re dealing with a multitude of different subscribers.

5. Design Mobile-Friendly Emails

As I mentioned earlier, most people use their phones to check their emails, so making them mobile-friendly is crucial.

The email should be optimized for mobile phones if it promotes sales or discounts. For example, any sales information or product pictures should be easily viewed on their mobile device.

And users should be able to click on the promotion, link, or image and give them the option to view the brand’s site in their preferred browser on their phone.

The key elements to consider when designing mobile-friendly emails include:

  • Placing important links at the top of the page rather than down below.
  • Keeping graphics small.
  • Using text only where appropriate.
  • Optimizing images.
  • And testing different sizes of fonts and margins.

6. Personalize Your Emails

Even though the average person receives numerous unsolicited emails daily, sending personalized messages to potential leads is proven to boost response rates.

Personalizing your emails makes them feel less like spam. Plus, it gives your subscribers a sense of connection to you.

The key to successful email marketing is knowing exactly who you want to send emails and which messages resonate best with each group of recipients.

Once you know what works and what doesn’t, you can tailor your messages specifically to your audience and keep them coming back for more.

First, choose a subject line that clearly states what you will say in your email. This will help readers decide whether or not to click through your email.

Next, include a call to action, such as asking subscribers to check out a new product or sign up for a free trial.

Finally, customize each individual message by adding links to pages on your site where interested parties can read more information.

Get creative and do your research for the industry. For example, does adding emojis help to personalize the email, or is that a no-no for that specific industry?

7. A/B Test Email Content

The A/B testing of email content is a great way to improve your open rate. It’s also an excellent way to get more people on board with a product or service.

But it can be challenging to figure out what works best for you and your audience.

A/B testing helps marketers decide what works best for their business. For example, when designing email campaigns, it’s often necessary to split-test different versions of emails to determine which one performs better.

You can also test different subject lines. Subject lines are one of the most important parts of any email. They’ll help determine whether someone opens your message or not. It’s what hooks the subscriber to learn more.

The best way to test different variations of emails is to use A/B email testing software. This allows you to compare two versions side by side while showing only one version to half of your users at any given moment so that they don’t realize they’re receiving two different messages.

Most email automation platforms can also conduct A/B testing for your emails. And A/B testing isn’t just beneficial for email. For example, it’s important to test copy and content on a brand’s website, so A/B testing will come in handy in more ways than one.

8. Find The Best Timing

The best time to send emails to customers depends on several factors – such as when they last visited your website, what action they took while on your site, whether they completed any transactions, and more.

One way to determine which times work best for email campaigns is by using Google Analytics. You can use the Goal conversion section to view bounce rate, exit pages, and other data related to goal completion.

You should also consider other factors and incorporate them when you send emails based on people’s schedules. For example, you can see lower open rates on holidays, late into the evening, as well as Monday morning and Friday evenings.

9. Scrub Your List Of Non-Opens

It’s essential to manage your subscriber list. When you click “send” on your newsletter, your list contains all subscribers who did not open the email. If you see that certain people are ignoring all your emails, you might want to delete them from your list.

To delete them from your list, you need to go to the unsubscribe page, then select remove and confirm. This process may be repeated until all your non-opens are removed.

You don’t want to overload people who have already purchased or are no longer interested in the brand, so you don’t create a negative relationship with them.

Incorporating one of the email management tools to help you eliminate the consistent non-opens can help you manage your subscribers and decrease time spent on this repetitive task.

10. Include A Real Reply Email Address

This is one of the best ways to keep customers coming back for more. Users may want to send any follow-up emails directly to their spam folder if you don’t include an actual reply address.

But when you put your email address in the footer, they know exactly where to go. If a person has questions, they can email the brand’s team.

Again, this also helps build trust with the brand. They know they are communicating with real people who selected these emails for them versus being spammed with nonrelevant or generic content for the masses.

11. Experiment With Lead Generation Ads

The goal of lead generation ads is to reach people who may be interested in buying from the brand.

They usually appear at the top of the page, where they are visible for longer periods of time than other types of ads.

This means people tend to click on them more often than ads below the fold. So, as long as you don’t use these ads too frequently, you should be able to generate leads.

12. Utilize Email Analytics To Improve Campaigns

One way to utilize email analytics to improve campaigns is to check the bounce rate, opens, clicks, and unsubscribes for your emails. Then use that information to enhance your current efforts.

This includes sending emails at different times throughout the week, testing subject lines, changing up the call to action, and testing creative variations.

If you’re still struggling, try experimenting with lead magnets, such as free ebooks, white papers, and webinars.

These allow you to capture leads from those interested in learning about new topics. In addition, measuring results lets you know which emails work and which ones don’t.

You should also compare these variables (such as open rates) to industry metrics. For example, what’s the percentage of bounce rates for the industry you’re working with?

If you aren’t measuring results, you won’t have much data to base future decisions for your next email marketing campaign.

Final Takeaways

Email marketing is still one of the most effective ways to promote your online store, build relationships with customers, and generate sales.

The final step in this process is to put all these pieces together into an effective strategy. This means coming up with creative and effective ways to construct emails and email series.

It also means being able to measure the results of each tactic so that you can continue to improve your efforts going forward.

Leveraging email metrics and incorporating A/B testing can help build relationships with subscribers by presenting them with the information they want to read.

With a little bit of effort and creativity, you can use email marketing to increase a brand’s sales and help create long-term customers.

More Resources:

Featured Image: 13_Phunkod/Shutterstock

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