Why Choose LinkedIn For A B2B Campaign?
Are you looking to drive more B2B sales? You’ve considered social media platforms right? You have probably considered Facebook, Instagram, TikTok and Twitter as these are some of the most popular social networks by user numbers. But in the B2b space there is one social network that towers above the others – LinkedIn. A LinkedIn Sponsored Messaging campaign (previously known as InMail) is one of the best ways to market to other businesses on the LinkedIn platform.
LinkedIn is an absolute goldmine for B2B sales and leads. It’s often where FTSE or Fortune executives spend time, it’s full of corporate decision makers looking for ideas. And it’s also a place where organisations and individuals can establish themselves as thought leaders.
On LinkedIn you can find ideal target companies for your service and reach out to directly message high level decision makers within that company.
Delivering The Perfect Message Through Testing And Refinement
However the problem with LinkedIn messaging is that B2B sales and marketing teams are often uncertain how to use LinkedIn Sponsored Messaging effectively in their campaigns. There are different ways to send messages and automatic message reply chains to people on the platform. Also data driven testing and refinement of the sales message is necessary to guarentee success.
What is LinkedIn Paid InMail?
Sponsored Messages are simply private messages to people outwith your direct connections that you pay to send. This means you can pay to send a message to anyone on LinkedIn. These messages usually pop up or appear in the recipient’s messages folder when they visit the site. To use LinkedIn Sponsored Messages (InMail) you will need to be subscribed to LinkedIn with a premium account, however you can also buy blocks of Sponsored Messages from LinkedIn.
How to run a profitable LinkedIn Sponsored Messages (InMail) Campaign?
Write a subject line they want to open…
The subject line of the message is the first thing recipients will see along with the sender’s name and picture. Therefore, if you want people to know more about your product or service the first challenge is to get them to open the message. This often comes down to writing a great subject line that they will be curious enough to click on and read further.
You’re limited to only 60 characters so if you create a subject line that is too long it will get cut off, so keep it short and snappy.
Some keywords or phrases are known to be successful in getting messages opened, such as “Exclusive invitation”, “Opportunity” or “Join me”. However, the subject should be closely in context with your actual message as people will be put off reading further is they feel misled.
In addition to the subject line, you can also add a summary similar to “preview” text to inMails. This is an additional 60 characters that only desktop users will be able to see.
Personalize Your Sponsored Messages
No one wants to read another generic sales message! If that’s what they suspect your message is they probably won’t open it.
However if your subject or message preview contains personalized information, this will dramatically increase the ‘open’ and ‘message read’ chances.
We always attempt to bring up past Company, shared connection, recent event or the fact that we work the same job, title or industry. These details will resonate better with the user and help keep their interest and attention.
Have A Clear Call-to-Action In Your LinkedIn Sponsored Messages
Just like a marketing email or website, a LinkedIn sponsored message (aka InMail) should also have one clear call-to-action. As it happens LinkedIn sponsored messages calls-to-action are already designed to stand out in your message as a blue button.
Make sure your offer and button title are engaging and clear -something your prospective customer is more likely to click on.
Target Your Audience
The most important rule for LinkedIn sponsored message success is to identify your target audience. Do your research to determine the demographics and other important data that will guide the tone and direction of your campaign.
LinkedIn allows you to use its data to select and filter to find your ideal target customers. You can filter by industry, job title, and company size. You can even add a special filter like “groups” to further segment your prospect list.
Using the data LinkedIn gives about individuals and companies to create a good target audience is critical. This is where you are choosing exactly who will be receiving your ad. Make sure they are aligned with your primary buyer persona to increase the value your message will be providing. There is no point in wasting money and resources in sending messages to people who are not interested in your product or do not have the seniority to buy.
Let Narcosa Manage Your LinkedIn Sponsored Message Campaign
A LinkedIn Sponsored Message (previously InMail) campaign is often the best option to reach prospects outside your network. This is because it allows you to send direct messages to your prospects to spark immediate action with a single CTA. InMails also mean you can communicate to your prospects without worrying about character limits.
We have experience in creating effective B2B InMail campaigns on LinkedIn for our clients, often producing a higher return on investment than other marketing channels.
Planning to launch one? Choose Narcosa to assist you in running campaigns for sending targeted requests and effective personalized sponsored messages.
LinkedIn Sponsored Messages Service
We would love to partner our B2B LinkedIn Sponsored Messages campaign experience and production skills with your company, brand and business experience. At Narcosa our team believe this will achieve something special. Narcosa can manage the process of your paid InMail messaging campaigns, but your industry insights are often key to success.
What We Do For You
Below a selection of the services we offer within our B2B Sponsored Message Campaign package, designed to target decision makers in your industry.
Find qualified, targeted prospects for you
Using our own algorithmic system enables us to find qualified, targeted leads of decision makers for your industry. At Narcosa we use premium LinkedIn accounts to gather profiles of potential customers. We make sure our Sponsored Messages go directly to the decision makers not the sales or customer service team.
Send a custom Sponsored Message to each decision maker
We help construct the perfect sales sponsored message and then test them against each other to find the best. Our system sends out personalized InMails with extremely high delivery rates. We make sure our messages get clicked on and don’t get stuck in message requests.
Test, optimize, and improve based on data
Every week we examine our LinkedIn sponsored message marketing results trying out new scripts, new lead criteria and continue to improve our effectiveness based on the results. This makes us more effective at reaching the right decision makers with the right message over time.
Managed LinkedIn Sponsored Messages Campaign
Helping you to build customer loyalty
Strong client relationships require regular brand interactions – and regular sponsored messages marketing communications with the customer make it possible for any company to generate brand loyalty while driving sales.
We expand your business reach
LinkedIn sponsored messages campaigns are proven to have better reach and potential for engagement than traditional marketing methods. Great communication strategy helps turn these new contacts into new customers.
Provide hyper personalized communication
While traditional marketing methods focus on delivering a broad message, email marketing allow unique personalized messages and targeted campaigns based on criteria such as industry indicators, birthdays, region and customer lifetime value
