LinkedIn is the biggest platform for professionals right now, which is significant because most industries are shifting into the digital world. Social media marketing is one of the most effective strategies at the moment because everyone is online.
In fact, LinkedIn now has over 675 million users. If you are not using it to generate leads, you are getting left behind by your competition. Set up your LinkedIn profile, create a Company Page, and start using it actively to expand your network, boost your sales, and drive more business.
When it comes to lead generation, there are two common routes marketers usually take: LinkedIn Ads and LinkedIn Outreach. Here we will talk about how they are different from one another and how they can benefit your marketing campaign.
What is a Better ROI: LinkedIn Ads or LinkedIn Outreach?
Every company is different: even if you’re in the same industry, you and your competitor won’t have the same goals, same resources, and same priorities. This means that there is no “one size fits all” solution when it comes to lead generation.
In a competitive industry, you would benefit greatly from being able to use both LinkedIn Ads and LinkedIn Outreach to achieve your personal goals. It also pays to know the difference between the two of them.
LinkedIn Ads are paid advertisements. You invest in it, expose your brand to more people, and get more sales in the long run. LinkedIn Outreach, on the other hand, is more of a strategy. It is a marketing technique that makes use of LinkedIn’s vast user base to generate leads. Let’s take a closer look at each one.
LinkedIn Ads: What You Need to Know
LinkedIn is the best way to gain leads for B2B companies. The quality of leads that you can get through a LinkedIn campaign is far better than the leads you can get from Facebook, Twitter, and Google because the user base is made up of professionals who are ready to do business.
LinkedIn Ads give you plenty of control over the content of your ad, as well as who it reaches. Sponsored Content in particular is a great option for those who want to build qualified leads. These ads look like regular posts and appear within the homepage of members who fit your targeting criteria.
Overall, LinkedIn Ads are definitely worth investing on because of the platform’s audience, the flexibility of sponsored content, and the ability to select the right target audience.
How to Set Up LinkedIn Ads
To start a LinkedIn advertising campaign, sign in to Campaign Manager or create an account. From there, you can click Create Campaign.
Next, choose your ad objective and set up your audience targeting parameters. For new campaigns, LinkedIn recommends starting with an audience size of over 50,000 members. The next step is setting your target audience.
LinkedIn lets you target people based on industry, company, demographics, education, job experience, and interests. If you enable Audience Expansion, LinkedIn will also show your ads to audiences with similar attributes to the ones you set.
Use the Save as template feature so that if you ever need to target the same audience again, you can just select the template. Targeting who sees your ads can help you fulfill your campaign objectives. The more specific and relevant it is to your audience, the better it will perform.
Then you can choose the right LinkedIn ad format that suits your needs. Sponsored Content may come in the form of single image ads, video ads, and carousel ads.
Other options for LinkedIn Ads include Message Ads, Dynamic Ads, and Text Ads. Message ads are delivered straight to the target audience’s LinkedIn inbox while text ads appear on the right column or top of the LinkedIn homepage.
Dynamic ads are personalized ads that change content based on which audience member is viewing them. With Dynamic ads, each LinkedIn member sees his or her own personal data; but data isn’t shared with other members.
Next, set your budget and campaign schedule. You can choose to set a total budget, or both a daily budget and total budget. As for the bid type, you can select between cost-per-clicks and cost-per-impressions, depending on your goals.
Once you have set up your campaign, you can start creating your ad. You can preview your ad as you create it. Once everything is ready, you can review and launch your campaign.
How Much Do LinkedIn Ads Cost to Run?
There is no way to tell the exact cost of a particular LinkedIn ad campaign, because it depends on you and your marketing goals. In fact, the amount you pay to advertise on LinkedIn is up to you.
What you need to know is that LinkedIn ads are sold through an auction, wherein you compete with other advertisers who want to reach a similar target audience. The cost required to win that auction depends on the desirability of your target audience.
You can set the maximum amount that you are willing to pay for a click, or an impression, or delivered InMail. If you win the auction, you only pay one cent more than the next highest bid.
LinkedIn lets you set a daily budget, as well as a total budget, and maximum bids. This means you can start and stop your ads at any time. It’s all about how much you are willing to invest. Additionally, LinkedIn ads let you choose the type of activity you want to pay for. You can choose cost-per-click (CPC), cost-per-1,000 impressions (CPM), or cost-per-send (CPS). The latter is for those who are creating a Sponsored InMail campaign.
As you can see, the pricing will vary depending on your budget and your own marketing goals.
LinkedIn Outreach: What is it?
LinkedIn is different from other social networking sites like Facebook, Twitter, and Instagram because it has a strictly professional focus. That means although LinkedIn does not have as many users as those social media giants, it is still the biggest platform for B2B and professional relationships.
In fact, according to survey data from 2016, 59 percent of B2B marketers say that LinkedIn generates leads for their business, while 65 percent of B2B companies say they have acquired a customer through LinkedIn.
LinkedIn Outreach is all about making use of LinkedIn’s professional user base to expand your network and grow your brand. It’s no longer a question whether or not sales reps and marketers should be using the platform to close more deals.
How Much Does LinkedIn Outreach Cost?
LinkedIn outreach is free if you do it manually. However, what you are investing here is your time. LinkedIn outreach is time consuming because you need to study your prospect’s profile, look for a common connection, strike a conversation, and hope it leads to a conversion. If you have to do this to more than a handful of people, you’re not going to have time to do anything else.
Even though it’s an effective and free way of generating leads, LinkedIn outreach is very time-consuming when done manually.
What you want to do is invest in an automation tool to enjoy the benefits of LinkedIn outreach without having to pour all of your time and effort into it.
How Kennected Helps You Scale Profitable LinkedIn Outreach
Kennected is the best LinkedIn automation tool for this purpose because it helps you generate a stream of connections, sales, and appointments. It helps you accomplish your goals without doing all the work for you. Instead, Kennected empowers you by generating more leads at scale.
Kennected believes that lead generation shouldn’t require hundreds of hours attending networking events, cold calling companies in vain, and sending out hundreds of connection requests manually. It helps you save time by automating mundane and repetitive tasks, so that you can focus on more important things.
Kennected uses LinkedIn’s data-rich filters to help you find the most qualified leads. This means you don’t have to waste your time spraying and praying on LinkedIn. Kennected also lets you personalize your messages so that prospects are more likely to respond.
Why Not Do Both?
The professional industry is becoming more and more competitive nowadays. In order to keep up with this fast-paced marketing world, you need to use both LinkedIn Ads and LinkedIn Outreach. Investing on both can help you get ahead of the competition by maximizing the number of people who see your brand’s value.
Book a demo with Kennected today and see why it is the premier LinkedIn platform.