LinkedIn is one of the most important social networks today, especially in professional terms. Therefore, from ConsorcioTec, we want to emphasize that for your SME it is a relevant space to publicize your services and also capture new customers through digital campaigns, especially if you are a technology integrator.

You may be wondering: is this social network the right one to create campaigns? Isn't it just for professional purposes? Well, you just raised it: this social network is ideal for all professionals from various sectors of the industry. It is perfect for you to promote the brand identity of your SME, share the relevant content of your industry and meet future allies.

In this article we will talk about what LinkedIn Ads is and we will present the step by step to create your campaigns:

What is LinkedIn Ads?

LinkedIn Ads is LinkedIn's promotional program that allows its customers to implement paid promotions of ads about products or services.

LinkedIn Campaign Manager is LinkedIn's ad management platform. Here you can mount your campaigns through the formats handled by this network: sponsored content, ads by message, and text ads.

Why do LinkedIn Ads campaigns?

• It is the most important professional social network: you will find companies and professionals from all sectors of the economy with which your SME can establish alliances and meet new prospects of clients.
• Quality contacts: your SME needs to have a reliable network of contacts, where business communication is a priority.
• Ideal for B2B companies: The B2B sector reports that 80% of its leads come from Linkedin. So, if your SME fits into this scenario, this social network can be a great alternative.

Importance of an optimized company profile on Linkedin

For your Linkedin Ads campaigns to be successful, it is important that you keep the following in mind:

• Optimize your business page: These elements are of great help in terms of SEO. If you fill out your business profile correctly you will have more chances of being found on Google and you will give a good image to the user who enters.
• Make sure that the "About Us" is no more than 150 characters, add your logo and banner with good visual quality and write a clear and simple description of your SME (talk about the industry to which you belong and about the services you provide).
• Promote quality content: share, through publications or videos, relevant content from your SME and the industry.
• It is not good to always talk about you: it is important to distribute written articles of great value for the sectors and different educational texts that promote the professional development of users.
• Analyze the data: analyze the content that your SME publishes. Generate reports that include the engagement of your publications (likes, shares, impressions, number of clicks, new followers and more). These aspects will help you measure what things you are doing well and in which you must change the strategy.

Step by step to upload LinkedIn Ads campaigns

Before starting your campaigns it is important that you have created your business profile on LinkedIn and you must create your account in Ads Manager.

Then you must choose the type of ad. This is the step by step of a sponsored content campaign:

1. Choose your goal
The objective is linked to the action you want your target audience to perform. If you choose knowledge, the purpose will be to make your SME known; perception if within your goals is the visit of a website, the interaction or the views of a video; and finally conversion, when you are looking for lead generation.

2. Define your target audience
Here you can segment and specifically choose the audience that your SME wants to reach. You will see demographic options (countries, places), language, company sectors, roles or positions, interests, company size, level of education, experience, groups, among others. It is very important that you choose the characteristics of your audience very well because the success of the campaign will depend on it.

3. Ad format
The format of your ad is how you want them to view your promotion. LinkedIn Ads campaigns offer categories such as ads with an image, videos, carousels, messages and texts to highlight.

4. Budget
At this point you will choose the daily or monthly budget that your SME wants to spend on the campaign. Likewise, you will choose the start and end date and the Bid (bidding strategy) that you are going to implement.

5. Ad creation
You finally get to the last part of creating LinkedIn campaigns. You have the option to make ads from scratch or choose a publication that you have made within the social network. Here you will add aspects such as copy, the URL where the user will arrive, the image, the call to action and other aspects that depend on the objective of your campaign.

6. Measurement and analysis
It is very important that after you finish the LinkedIn campaigns of your SME, you gather your marketing team to evaluate the results of these. The administrator of this social network has measurement metrics such as number of impressions, clicks, CTR, CPC, new followers, reactions, among others.

With this data, your SME will be able to make a monthly report that indicates your investment, the metrics you consider relevant (according to the objective you have chosen) and the number of actions executed (leads, clicks to the website or video views). Remember that this overview will help you determine the positive elements of your strategy, those that didn't work, and the aspects that you're definitely going to include in your next campaign.

This content is an adaptation of the article How to create LinkedIn Ads campaigns for your SME?, which was previously published on the website of Pymes Go Digital, if you are an integrator of ConsorcioTec, remember that this company is one of our favorite service providers and with them you can hire with excellent benefits and discounts.