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Linkedin is by far the number 1 B2B social network. Its relevance and legitimacy in the professional sector are undeniable. We offer you the opportunity to take a look at the advantages of the Linkedin advertising tool. A tool built on an extremely rich and precise database but which still needs to be improved on several points. Decryption.
One of the most valuable databases on the market
Employment, networking and information, this is Linkedin's DNA. Where many networks have various uses, Linkedin has a well-identified use: a professional network. It is in this use that its strength lies.
Indeed, it allows Linkedin to possess one of the most valuable databases of the digital age. Position, former position, training, sector of activity, common contacts, etc... The use of this data: this is what Linkedin's Campaign Manager offers advertisers.
The big difference with the Facebook targeting tool lies in the accuracy of the information.
Apart from demographic data, the basis of Facebook targeting is based on the behaviour of its users, while Linkedin relies on data entered by its users. When you target a profile (example: HR Director of a company with more than 500 employees) your margin of error is therefore assumed to be zero.
A great targeting tool with some weaknesses
Despite the quality of its information, Linkedin’s targeting tool has also its drawbacks. First of all, the number of users. Linkedin has way fewer users than giants like Facebook, YouTube, or Instagram, even if it’s one of the most popular social networks in France.
You also got to pay for the quality of these informations. The last digital studies estimate the average ads CPC between 3€ and 7€ when Facebook or Twitter is under 0,50€. Everybody knows that BtoB often means more expensive average baskets, but these costs may refrain announcers from advertising on Linkedin.
In practical terms, Linkedin is less user-friendly than its indirect competitors. Let’s talk about the quality of KPIs. For example, when you launch a sponsored InMail campaign, Linkedin gathers openings and other clicks, which means you can’t isolate your opening rate from your click rate.
Generating leads and qualified traffic
Generating leads is crucial when it comes to marketing B2B. Linkedin offers several advertising formats that are very powerful to create precious contacts. For example, ads with fomular allow you to gather strategic information (position, company name, email address…). Sponsored InMails are very helpful to catch a highly qualified audience’s attention by advertising at the top of the inbox. You can add as many links as you want in your InMail to drive traffic to your landing page.