Linkedin Ads for B2B: people always at the center

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Even B2B marketing relies on communicating with people: understanding your target audience by listening to their needs and desires is the key to creating a relevant and engaging message.



The B2B market is a real world of commercial exchanges between companies, where connections are created and collaborative relationships are established, where valuable goods, services and information are exchanged. Here, businesses act as customers, suppliers or partners, working together to achieve their goals. In the context of B2B companies, it is of crucial importance to take full advantage of online advertising tools, even considering the indisputable importance of participation in physical events.

In today’s competitive business world, digital marketing has become an indispensable building block for the growth and success of B2B businesses. Finding customers in this market requires a carefully planned and targeted strategy, and it is essential to use specific tools and channels. In this context, an organic presence on LinkedIn combined with the use of the powerful advertising features offered by LinkedIn Ads allows you to create a highly advantageous and profitable synergy.

LinkedIn is THE professional social media platform used to connect with professionals, search for employment opportunities and establish business relationships in the B2B market. Less known, however, is what LinkedIn allows you to do through its digital advertising tools: LinkedIn Ads offers a wide range of advertising options that allow advertisers to specifically target users based on different criteria, such as the sector, job position and professional skills. This level of precision, often unattainable by other advertising platforms, allows ads to be shown to the right professional profiles at the best time, increasing the chances of generating interest and conversions.

The question arises whether all companies can afford to advertise on LinkedIn: the answer actually depends on a number of factors. Potentially every business, regardless of its size, sector or business objectives, can start an advertising campaign on LinkedIn, but advertising on this channel can be quite expensive compared to other social media advertising platforms.

Some of the factors that lead to higher costs on Linkedin on average are represented, in fact, by the peculiar characteristics that make it a truly unique advertising channel. Among these, first of all, the precision of the professional audience target has a great impact on advertising costs and especially when you want to communicate to high-profile figures and corporate decision-makers. This makes its audience more qualified, certainly, but also more limited.

Another factor that affects LinkedIn Ads costs is the limited advertising inventory, i.e. the amount of space available to advertisers. The competition for this space, less than other digital advertising platforms, can lead to an increase in advertising costs. The logic is that an excessive advertising presence on LinkedIn could in fact compromise people’s experience, degrading the platform in terms of usability and reducing the general effectiveness of advertisements.

LinkedIn’s revenue model, in fact, is not based only on advertising revenues, but also on activities related to recruitment services, company personnel management and premium subscriptions that allow users to access additional features.

LinkedIn, therefore, offers the opportunity for everyone to create advertising campaigns, but its distinctive advantage emerges when the company has a significant and highly profitable acquired contact value. Thanks to the quality of the professional audience present on LinkedIn, investing in advertising campaigns translates into a strategic advantage for companies that aim to obtain valuable results and establish high-quality connections.

When planning a LinkedIn campaign, it is essential to take into account several technical factors such as ad segmentation, bid optimization and the use of effective advertising formats. However, it is essential to remember that in our advertisements we are targeting intangible entities called “companies”, but that we are communicating to people first.

Understanding your target audience by listening to their needs and desires is the key to creating a relevant and engaging message. The human approach in B2B marketing, which puts people and their experiences at the center, is what allows you to establish authentic connections and build lasting relationships of trust. Therefore, we never lose sight of the fact that behind every company there are people with emotions, aspirations and needs, and we try to satisfy them through empathetic and effective communication.

It might seem trivial, but it is important to underline that companies are not entities capable of making decisions independently: people are the beating soul of every organization and determine its ability to achieve significant results and prosper in the market. It is not the “companies” that make the decisions, but the decision-making power remains firmly in the hands of individuals, even in the context of B2B commercial transactions.

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6 June 2023 Giovanni Golfetto

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