What does outsourcing a LinkedIn campaign mean?
You put the campaign with a team that writes the ads, sets the audience and watches daily what comes out of it. You keep control over your message, your budget and the companies you want to speak to.
LinkedIn is the B2B channel where you can target job title, company size and sector at the same time. That makes it expensive per click and cheap per meeting, provided you pick the right people.
What makes LinkedIn different from a search engine:
- Nobody is on LinkedIn with a buying question. You interrupt someone, so your message has to land in one line.
- You also reach the people who weigh in but never search themselves, such as a director or a buyer.
- One ad is never enough, because recognition only builds after several exposures.
So we build campaigns per stage of the buying journey. It fits the way we work, from buying signal to sales meeting, where advertising, website and sales form one system.
You reach a lot of people, just not the ones who buy
Companies rarely call us because nothing is happening on LinkedIn. The ads run, reach goes up, and sales notices little. Nobody can explain which ad led to which conversation.
The causes are usually the same. The audience is set too wide, so budget leaks to companies you would never call. One ad runs for everybody, whether or not they know you. And whoever does respond sits in an inbox for days.
How we handle your outsourced LinkedIn campaign
We work in four steps.
The monthly report shows enquiries and sales meetings, with the ads that produced them. In our campaigns the enquiry rarely comes from the ad itself. Whoever fills it in has usually seen you pass by two or three times, and you only see that if you measure across the whole buying journey.
LinkedIn never stands alone here. Ads on LinkedIn build demand with companies that are not searching yet, which is demand generation. Once someone does search for your solution, search ads capture that demand.
Companies in your ICP
We start with your ideal customer profile and build a list of companies around it, instead of aiming at a whole sector.
Roles that decide
Per company we pick the roles that weigh in on the decision and give each of them their own message.
Response to the ad
We measure which ad produced a response and enrich that response with company data.
Enquiry with sales
The account manager receives the enquiry with the campaign, the job title and the pages visited, so leads do not arrive as a name without a story.
260% more enquiries
Who outsourcing a LinkedIn campaign works for, and who it does not
It works when you know exactly which companies and roles you want to speak to and a meeting is worth enough.
- Your order value is high enough to earn back an expensive impression.
- You have something to say beyond your logo: an application, a result, a point of view.
- Sales follows up responses within a day.
It does not work in every situation, and we would rather say so up front.
- Your audience is not on LinkedIn, for instance in hands-on technical trades or farming.
- You want enquiries next week. Building recognition takes months.
- You only want to steer on a low price per click, without looking at meetings.
How we work together
The person you speak to also builds the campaign; there is no junior in between. Once a month we go through what came in and what changes the month after.
From you we need access to your advertising account and your company page, plus feedback from sales: which responses became a meeting and which did not. Without that feedback we steer on reach, and reach buys nothing.
Frequently asked questions
What does a LinkedIn campaign cost?
A LinkedIn campaign costs your advertising budget plus the fee for the work around it. LinkedIn charges per thousand impressions or per click. You pay for precise targeting, so an impression here is not cheap. What is sensible depends on how many companies you want to reach and how long your buying journey runs.
Which ad formats does LinkedIn offer?
LinkedIn offers several ad formats: a single image post, a carousel, video, a text ad and a message in the inbox. In B2B we mostly use a single image or video in the feed, because those formats can carry a story. We pick the format after the message, never before.
How do I promote a post on LinkedIn?
You promote a post from your company page, with the button on the post itself, or from campaign manager by selecting the post as an ad. The second route takes more work and gives you the real targeting and measurement. Only promote a post that already did something without budget behind it.