{"id":10937,"date":"2019-06-18T13:18:52","date_gmt":"2019-06-18T11:18:52","guid":{"rendered":"https:\/\/www.powtoon.com\/blog\/?p=10937"},"modified":"2020-08-27T18:28:15","modified_gmt":"2020-08-27T16:28:15","slug":"maximize-b2b-video-marketing-ad-dollars-on-linkedin","status":"publish","type":"post","link":"https:\/\/www.powtoon.com\/blog\/maximize-b2b-video-marketing-ad-dollars-on-linkedin\/","title":{"rendered":"How to Maximize Your B2B Video Marketing Ad Dollars on LinkedIn"},"content":{"rendered":"Read Time: <\/span> 4<\/span> minutes <\/span><\/span>\n

We just can\u2019t talk about B2B video marketing<\/a> without talking about LinkedIn. With over 600 million users, marketers now have the ability to speak to professionals while wearing their business hats (and suits and ties). This is a huge win compared to disrupting them on more personal social channels like Facebook and Twitter.  <\/p>\n\n\n\n

In fact, recent HubSpot research has uncovered that it\u2019s 277% more effective to generate leads<\/a> on LinkedIn than on Facebook and Twitter. Need a picture of what that looks like? Our partners at HubSpot<\/a> thought you might like one. Take a look at this.<\/p>\n\n\n\n

\"LinkedIn
Image: HubSpot<\/figcaption><\/figure><\/div>\n\n\n\n

Ya\u2026 It\u2019s pretty nuts.<\/p>\n\n\n\n

The good news is that LinkedIn is, by far, the optimal choice for talking to the right people (your niche audience of business professionals) in the right place (where they\u2019re looking for business content, humor, and insight), and the right time (when they\u2019re wearing that business hat). <\/p>\n\n\n\n

Here comes the bad news. Advertising on LinkedIn can get pretty<\/em> pricey. That can scare away a lot of SMBs from running ads on the platform. <\/p>\n\n\n\n

So what\u2019s a marketer or advertiser to do? These are the people you want and need <\/em>to target. But unless the LinkedIn Genie is coming to town anytime soon, seems like you\u2019re fresh out of discounted ad wishes. Which leads us to ask: How can you maximize your ad dollars on LinkedIn?<\/p>\n\n\n\n

To answer this question, our Chief Evangelist, Renee Teeley, got in touch with B2Linked Founder and secret DDR extraordinaire, AJ Wilcox. They talk all about how you can maximize your dollars for video ads on LinkedIn<\/strong>. Hint: It\u2019s all about utilizing a simple to scale model. <\/em>Let\u2019s save big and win bigger!<\/p>\n\n\n\n

B2B Video Marketing: ROI as a North Star<\/h2>\n\n\n\n

We\u2019ve already said this but it\u2019s so important that we should repeat it again: LinkedIn has the biggest pool of professionals in the world and<\/em> has the best ad targeting in the world. (A double whammy win!) So if there\u2019s a niche your company has a solution for, you\u2019re gonna find and target them on LinkedIn<\/em>. <\/p>\n\n\n\n

For example, if you market a SaaS product that helps corporate trainers and instructional designers, you can choose the buyer persona exactly as you imagine them; be it via industry, job title, job function, seniority, age, skills \u2014 the list goes on!<\/p>\n\n\n\n

Making a target audience that\u2019s picture perfect will have the best chance of resonating and closing a deal. Which in turn means the best ROI for you<\/em>, making those LinkedIn ad dollars money well spent.<\/p>\n\n\n\n

Testing for Each Stage on the Funnel <\/h2>\n\n\n\n

When you start testing your ads, be sure to test your ad content throughout the buyer\u2019s journey funnel. That all starts with the click through rate (CTR) of those first top-of-funnel ads. If that highly targeted crowd is clicking, you\u2019re moving in the right direction. Not seeing the clicks you\u2019re after? It might be time to rethink your messaging and see if there\u2019s other copy that might resonate better.<\/p>\n\n\n\n

Once you have enough people who have converted based on your ad, be sure to follow those folks down the funnel (or as we in Powtoon Marketing team call it, The Rabbit Hole<\/em>). Based on your LinkedIn ads, what becomes the cost per lead? Cost per contact? Cost per SQL? Cost per deal? You get the idea. <\/p>\n\n\n\n

Following that funnel through to the end helps you better understand where you\u2019re striking a golden cord. (And when you aren\u2019t, exactly where promising prospects seem to trail off.)<\/p>\n\n\n\n

Budget LinkedIn Ads <\/h2>\n\n\n\n

Now that we\u2019ve talked about your ad\u2019s audience and their buyer\u2019s journey, it\u2019s time to talk about your B2B video marketing content. Our advice? Start with something simple. Even if it\u2019s just a static image, go for it. Once those simple ads are hitting the mark, start expanding to video ad content (it\u2019s easier than you think).    <\/p>\n\n\n\n

A quick tip about video ads on LinkedIn, be sure to add captions or subtitles to your videos. This is rule goes for non-ad videos you natively upload to LinkedIn<\/a> as well. While people are scroll through LinkedIn at work, they most likely have their sound off. Add captions (via an SRT file<\/a> or hardcoded) to help add value, trigger intrigue, and get your message across. <\/p>\n\n\n\n

Last thing to note: if you have video ad content that\u2019s crushing it on other social channels, try them out on LinkedIn! If they resonate elsewhere, there\u2019s a great chance they\u2019ll grab attention on LinkedIn as well. Considering the cost of running LinkedIn ads, best to play it safe and use what ads you know work best. <\/p>\n\n\n\n

Warning: Possible B2B Trap Ahead<\/h2>\n\n\n\n

As a B2B marketer, you know it takes more than one person to make a business decision. You\u2019ve got personas, gate keepers, decision makers, and so many others that have a role in the B2B deal dance. <\/p>\n\n\n\n

That\u2019s why marketers may be tempted skip all the steps, and focus their targeting on the CEOs in the final deal. <\/p>\n\n\n\n

But this, my advertising friend, is a common mistake that can lose you sad and serious money. Yes, these powerful men and women will be the ones ultimately footing the bill. That being said, they <\/em>personally aren\u2019t the ones feeling the acute pain that your product or service so miraculously solves. <\/p>\n\n\n\n

Pinpoint the persona who would most benefit from your business and create ads that speak to their pains and emotions. Success comes if the ads speak volumes about what it\u2019s like to walk in their shoes. And the content they click through to should drive that point home. Use content marketing to inspire them and you can be sure they\u2019ll get your one pagers or demos into the hands of the person who calls the shots. <\/p>\n\n\n\n

LinkedIn Video Ads that Bring Home the Bacon<\/h2>\n\n\n\n

To maximize your b2b video marketing ad dollars on LinkedIn, you\u2019re going to want to create ads that truly resonate with your target audience and put your best content forward for them to fall in love with. Do that (bonus points if you use video!) and you\u2019ll be on your way to generating that ROI you\u2019ve been dreaming of. <\/p>\n\n\n\n

Got any of your own ideas on how to make LinkedIn ads that speak to persona pains? Let us know in the comments below or on YouTube<\/a>. As always, don\u2019t forget to subscribe to Powtoon\u2019s YouTube channel<\/a> for more episodes of the #MakeItAwesome Show and more awesome content from the Powtoon team! <\/p>\n\n\n\n

Stay Awesome!
<\/p>\n","protected":false},"excerpt":{"rendered":"

We just can\u2019t talk about B2B video marketing without talking about LinkedIn. With over 600 million users, marketers now have the ability to speak to professionals while wearing their business hats (and suits and ties). 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