LinkedIn Adverti sing and Why It Is Worth Considering?
POSITIV 2/2021 23
As the popularity of this network grows, so too do the
possibilities of targeted advertising campaigns on
Linkedin. Not so long ago, this platform was somewhat
uncharacteristic from the marketing point of view.
Today, the situation is different and, if you work in the
B2B sector or your customers are people who can
make decisions in the companies, you should consider
adding Linkedin Ads to you marketing mix.
‘We in DIGITAAL do DIGITAAL communication for
professionals. We focus mainly on engineering, logistics
technologies and the advertising campaigns today have
their place in the marketing mix that we provide to our
clients’, explains Souad Kratochvílová Kafi , project
manager in DIGITAAL agency in Ostrava.
‘Linkedin is the best platform for B2B targeted
advertising that marketers have in this segment today’,
adds Adam, marketing specialist from the DIGITAAL
team.
Thanks to very sophisticated options of targeting
the advertisements on Linkedin, you are now able
to approach relevant audience based on various
professional criteria and parameters. For example, if
you offer services for logistics, you are able to target
the campaign with almost 100% accuracy on the
people who have ‘logistics’ stated as their capability or
they have Logistics manager / Supply chain specialist
/ Head of logistics, etc. in the name of their position.
If you need to show your product to automotive buyers,
you can focus the campaign on people working in this
fi eld at the position of Purchasing director / Purchasing
manager / Purchasing Specialist: there are 3,500
of them in the Czech Republic--and show them the
benefi ts of your solution for their factory.
You can also target companies whose personnel
grew more than 10 % within a year, select only the
HR employees and show them your new great HR
software.
No other network than the advertising system of
Linkedin can do that. On the other hand, we need
to add that the buyers’ behavior is different on each
network and as the advertisements on Linkedin are not
used as much as those on Facebook yet, it is good to
see the performance of the campaigns more as brand
support or enhancement of product awareness than
just for performance.
‘From our experience, we can say that as Linkedin is
used mostly by people with experience, very often by
the so-called decision makers; they will not click on all
advertisements or interact with each of your entries.
However, they see the entry, register it and when the
need for your service arises on their side, they will
remember it thanks to that fi rst contact on Linkedin.
And these people very often identify Linkedin as the
reason they are contacting you, even though they had
no interaction with the advertisement or the entry’,
closes Jiří Kratochvíl, CEO of DIGITAAL and Linkedin
evangelist.
If you feel like applying the communication or
advertising on Linkedin to your company, contact the
professionals at DIGITAAL in Ostrava (www.digitaal.cz).