LinkedIn is a potent B2B lead generation platform. It boasts over 810 million professionals and provides unprecedented access to decision-makers across industries. LinkedIn Ads have a 13% lower cost-per-lead compared to Google Ads and generate 80% of B2B leads. LinkedIn is driving serious business growth.
B2B brands can use promoted LinkedIn InMail campaigns to reach highly targeted audiences with personal messages delivered directly to their inboxes. For extra accuracy and to make the most of your ad spend, you should use your lists and LinkedIn’s detailed targeting options, such as job title, industry, company size, and skills. Successful LinkedIn InMail campaigns rely on targeted outreach and a clear call to action.
This guide to LinkedIn message ads will help you connect with the right LinkedIn members outside of email marketing. While LinkedIn advertising can get expensive, a LinkedIn Sponsored Inmail campaign can help cut through the noise and delivers your outreach directly to the right LinkedIn inbox.
Best Practice: Harness the Power of Lead Lists
In the focused world of B2B lead generation on LinkedIn, a targeted lead list is like a roadmap – it ensures your message reaches its intended destination. While LinkedIn Ads offer impressive reach, a generic approach risks getting you lost in the crowd. Building targeted lead lists and using LinkedIn’s advanced filters lets you pinpoint the right decision-makers in your industry with the right skills and experience. This precise targeting dramatically increases the odds of your ad resonating with the right audience, leading to higher click-through rates, conversions, and, ultimately, a more substantial return on your advertising investment.
LinkedIn’s advanced filtering options to narrow down your search by:
– Industry
– Job Title
– Skills & Experience
– Company Size
ABM (Account-Based Marketing) lists provide an excellent foundation for launching targeted LinkedIn Sponsored InMail campaigns, giving you the advantage of knowing your ideal audience from the outset. However, to maximize their effectiveness, it’s crucial to pair them with LinkedIn’s filtering options. Think of it this way: ABM lists are your starting line, and LinkedIn filters are the tools to refine your trajectory. Filtering by job title, skills, and company size helps verify that the right individuals within your target accounts are receiving your message. This combination ensures pinpoint accuracy in your outreach, significantly boosting engagement and the ROI of your InMail campaigns.
Sponsored InMail: Creating Impactful Ads
What is Sponsored InMail and why is it effective?
LinkedIn Sponsored InMail allows you to send personalized messages directly into the inboxes of targeted professionals, even if you’re not connected with them. This makes it an effective tool for breaking through the noise and capturing the attention of decision-makers. Unlike regular InMail, Sponsored InMail ads appear prominently alongside other messages, have higher character limits, and include a compelling call-to-action button. This increased visibility and flexibility offer a powerful way to start conversations, promote content, or drive conversions – all within the professional context of LinkedIn.
Examples of effective Sponsored InMail ads
Example 1: Leveraging Industry Events
- Image: Attention-grabbing banner highlighting the event.
- Subject Line: Attending [Industry Event]? Let’s connect.
- Body: Hi [Name], I’ll be at [Industry Event] and would value discussing how [Your Company] solves [value proposition] for businesses like yours. Could we schedule a brief meeting?
Example 2: Offering Valuable Content
- Image: Compelling visual of your content asset.
- Subject Line: Gain insights on [Industry Trend]
- Body: Hi [Name], We’ve recently published a [guide/report/whitepaper] on [industry trend] packed with actionable strategies to help you [the value to them]. Interested in a complimentary copy?
Keys to LinkedIn Campaign Success
- Hyper-Targeted Audience: This remains the foundation of success. Use LinkedIn’s filters to zero in on your ideal decision-makers.
- Personalization: Craft messages that address the recipient by name, reference their work or company, and demonstrate your understanding of their needs.
- Compelling Subject Line: This is your first chance to grab attention. It should be concise, pique curiosity, and hint at the value within the message.
- Concise and Value-Driven Body: Get straight to the point. Focus on how you can help the recipient solve a problem or achieve a goal.
- Clear Call-to-Action (CTA): This will guide the recipient towards the desired next step, whether it’s replying, scheduling a brief call, or visiting a specific landing page.
- Tracking and Optimization: Monitor your campaign’s open rates, response rates, and conversions. Use this data to refine your targeting, messaging, and CTAs.
Understanding the Sponsored InMail Bidding Model
With Sponsored InMail Messages, you compete with other advertisers targeting similar audiences. This auction-style system determines which ads get priority placement within a recipient’s inbox. You’ll set a maximum bid (cost-per-send) that you’re willing to pay, but you’ll only be charged enough to beat the next highest bidder. To maximize your results, ensure your targeting is highly focused, and create compelling messages with strong calls to action that encourage engagement.
Optimizing Your LinkedIn InMail Messages
An optimized LinkedIn profile is essential when running LinkedIn ads because it builds credibility and fosters trust with your target audience. When potential leads see your ad and click through to your profile, they’re looking for validation that you are a reputable professional within your industry. A complete profile with a professional headshot, a compelling headline, a detailed summary of your experience, and recommendations from colleagues establish authority. This positive first impression increases the likelihood that the lead will engage with your message, ultimately improving your campaign’s conversion potential.
To get the most from your Sponsored InMail campaigns, adopt a data-driven mindset. Track key metrics like open rates, response rates, and conversions, allowing you to analyze what’s resonating with your audience and identify areas for improvement. Additionally, consider a multi-touch approach that goes beyond digital channels. Incorporate a sequence of Sponsored InMails alongside traditional outreach methods like cold calls, emails, or even snail mail and gifting. This integrated strategy creates more touchpoints, allowing you to persistently, yet respectfully, stay top-of-mind with your target audience.
The Bottom Line
LinkedIn’s powerful targeting, combined with the direct reach of Sponsored InMail, offers a potent tool for achieving B2B lead generation success. The key lies in a strategic approach. Build laser-focused lead lists, craft personalized, value-driven messages that resonate with pain points, and track your results for ongoing refinement. Remember, you can even amplify your InMail outreach by integrating it with other channels for a multi-faceted approach. By embracing these tactics, you’ll significantly elevate your chances of attracting and converting those qualified B2B leads into long-term customers.
LinkedIn Sponsored InMail uses a bidding model, meaning the cost will vary depending on competition for your target audience. Factors like targeting precision, message quality, and your industry will affect your cost-per-send.
Personalization is key. Address the recipient by name, reference their company name, and tailor your message to their specific needs. A compelling subject line and a clear call-to-action will also improve engagement.
Sponsored InMail allows you to reach targeted individuals outside your existing network. Regular InMail is limited to people you are already connected with. Sponsored InMail also offers more prominent placement and increased character limits.
For maximum impact, consider integrating Sponsored InMail with other outreach methods like cold calls, emails, or even direct mail. This multi-touch approach increases the likelihood of your message resonating with your target audience.
